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  • All HBS Web  (2,035)
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  • June 1999 (Revised December 2003)
  • Case

Snapple

By: John A. Deighton
Tells the story of Snapple's rise and fall, and poses the question "Can it recover?" Many soft-drink brands flourished in the 1980s serving New York's Yuppies, but only Snapple made the big time. It went from local to national success and was poised to go international... View Details
Keywords: Strategic Planning; Industry Growth; Failure; Brands and Branding; Food and Beverage Industry
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Deighton, John A. "Snapple." Harvard Business School Case 599-126, June 1999. (Revised December 2003.) (request a courtesy copy.)
  • 08 Nov 2011
  • News

Flying into heavy Corporate Fog

    OYO: Creating Effective Spaces

    Twenty-four-year old Ritesh Agarwal, founder and CEO of India-based online hotel branding network OYO Rooms, has tackled the issue of unreliability in India's highly fragmented budget hotel industry. In 2018, OYO branded 8,500 properties across 200 cities and... View Details
    • August 2015 (Revised March 2017)
    • Supplement

    Planters Nuts (B): The Power of the Peanut

    By: Robert J. Dolan and Donald K. Ngwe
    This case picks up from the events in Planters Nuts and describes how the new management team for Planters turned the brand around in 2013 by implementing a new brand positioning accompanied by a multimillion dollar marketing campaign. View Details
    Keywords: Product Positioning; Marketing; Transformation; Food and Beverage Industry
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    Dolan, Robert J., and Donald K. Ngwe. "Planters Nuts (B): The Power of the Peanut." Harvard Business School Supplement 516-012, August 2015. (Revised March 2017.)
    • September 1998
    • Case

    McDonald's: International Expansion Strategy

    By: Gary W. Loveman and Sabina M. Ciminero
    James Cantalupo, CEO of McDonald's International, and top management have a few months to decide how the McDonald's brand should be transferred into India. Faced with the challenges presented by the Indian market--80% of Indians are Hindus and cherish cows as sacred... View Details
    Keywords: Globalized Firms and Management; Expansion; Brands and Branding; Strategy; Cross-Cultural and Cross-Border Issues; Service Industry; Food and Beverage Industry; United States; India
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    Loveman, Gary W., and Sabina M. Ciminero. "McDonald's: International Expansion Strategy." Harvard Business School Case 899-005, September 1998.
    • June 2018
    • Case

    Relax (Boston): Innovating and Growing an Entrepreneurial Business

    By: Paul Marshall and Carole Carlson
    The Relax case traces the history of a massage services company from its founding in 2007 to mid-2017, when it is considering the best strategy for growth and an acquisition. The company's owner and top managers wonder how the firm should reorganize to cope with the... View Details
    Keywords: Growth and Development Strategy; Growth Management; Acquisition; Brands and Branding; Entrepreneurship; Organizational Design
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    Marshall, Paul, and Carole Carlson. "Relax (Boston): Innovating and Growing an Entrepreneurial Business." Harvard Business School Brief Case 918-523, June 2018.
    • Career Coach

    Michele Biamonte

    Michele (HGSE, Adult Development '05) combines her professional experience in finance, talent management and higher ed admin to help students and alumni optimize their self-assessment, career exploration and personal View Details
    Keywords: Investment Management; Investment Management; Investment Management; Investment Management; Investment Management; Investment Management; Investment Management
    • April 2020 (Revised June 2020)
    • Case

    Oriental Land Co., Ltd.—Tokyo Disney Resort

    By: Ramon Casadesus-Masanell and Akiko Kanno
    This case describes the history of Oriental Land Co. Ltd.’s (OLC's) Tokyo Disney Resort (TDR), its operations, the extent of vertical integration, and the challenges it faced in 2018 as OLC's chairman and CEO, Toshio Kagami, contemplated how best to deal with... View Details
    Keywords: Strategy For Multi-business Firm; Business Models; Growth; Theme Parks; Disney; Disney Parks; Licensing; Royalties; Two-part Tariffs; Oriental Land Co.; Tokyo Disneyland; Tokyo DisneySea; Tokyo Disney Resort; Tokyo Disney; Growth Strategy; Hotels; Hotel Industry; Partnership; Development; Attractions; Rides; Urayasu; Kagami; Congestion; Pricing; Amusement Parks; Amusement Park Industry; Brand; Branding; History; OLC; Corporate Strategy; Competitive Strategy; Business History; Price; Retention; Growth and Development; Growth and Development Strategy; Brands and Branding; Agreements and Arrangements; Contracts; Operations; Vertical Integration; Problems and Challenges; Partners and Partnerships; Business Strategy; Expansion; Rail Transportation; Transportation Networks; Accommodations Industry; Entertainment and Recreation Industry; Tourism Industry; Asia; Japan; Tokyo; United States
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    Casadesus-Masanell, Ramon, and Akiko Kanno. "Oriental Land Co., Ltd.—Tokyo Disney Resort." Harvard Business School Case 720-460, April 2020. (Revised June 2020.)
    • July 2015 (Revised April 2016)
    • Case

    Lomography: Analog in a Digital World

    By: John T. Gourville, Karol Misztal and Emer Moloney
    In spite of the world's move to digital photography, in 2013 Lomography continues to design and offer analog (film) cameras to a loyal following of artistic photographers. Now it must decide whether to stick to its traditional offerings, to expand into artistic lenses... View Details
    Keywords: Positioning; Product Lines; Product Line Management; Mission and Purpose; Organizational Change and Adaptation; Technological Innovation; Brands and Branding; Fine Arts Industry; Manufacturing Industry; Technology Industry
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    Gourville, John T., Karol Misztal, and Emer Moloney. "Lomography: Analog in a Digital World." Harvard Business School Case 516-006, July 2015. (Revised April 2016.)
    • September 1991 (Revised August 1996)
    • Case

    Procter & Gamble Co., The: Lenor Refill Package

    By: John A. Quelch
    The assistant brand manager for Lenor, Procter & Gamble Germany's fabric softener brand, was preparing a presentation on the national launch of an environmentally friendly refill package. View Details
    Keywords: Multinational Firms and Management; Environmental Sustainability; Product Launch; Brands and Branding; Consumer Products Industry; Germany; United States
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    Quelch, John A., Minette E. Drumwright, and Julie Yao. "Procter & Gamble Co., The: Lenor Refill Package." Harvard Business School Case 592-016, September 1991. (Revised August 1996.)
    • May 1981 (Revised December 1992)
    • Case

    Chesebrough-Pond's, Inc.: Vaseline Petroleum Jelly

    By: John A. Quelch
    The product manager for Vaseline Petroleum Jelly has to prepare the 1978 brand budget and determine expenditure levels for advertising, trade promotion, and consumer promotion. View Details
    Keywords: Advertising; Budgets and Budgeting; Product Marketing; Brands and Branding; Consumer Products Industry; Beauty and Cosmetics Industry
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    Quelch, John A. "Chesebrough-Pond's, Inc.: Vaseline Petroleum Jelly." Harvard Business School Case 581-047, May 1981. (Revised December 1992.)
    • September 2011 (Revised August 2013)
    • Case

    The Pepsi Refresh Project: A Thirst for Change

    By: Michael I. Norton and Jill Avery
    In 2010, for the first time in 23 years, PepsiCo did not invest in Superbowl advertising for its iconic brand. Instead, the company diverted this $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which... View Details
    Keywords: Risk Management; Marketing Strategy; Customer Focus and Relationships; Advertising Campaigns; Investment Return; Brands and Branding; Marketing Communications; Social Marketing; Cost vs Benefits; Food and Beverage Industry
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    Norton, Michael I., and Jill Avery. "The Pepsi Refresh Project: A Thirst for Change." Harvard Business School Case 512-018, September 2011. (Revised August 2013.)
    • 18 Sep 2017
    • Research & Ideas

    'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

    recently, it has allowed companies to reap creative ideas on product improvements directly from their customers  (Lay's flavored potato chips).  And it has also managed to get brands into trouble (United... View Details
    Keywords: by Dina Gerdeman; Advertising; Technology
    • March 2014 (Revised January 2015)
    • Case

    Ghurka

    By: Jose B. Alvarez, Walter J. Salmon and Christine Snively
    Ghurka was a 38-year-old luxury leather goods brand that specialized in leather and twill luggage, handbags, and accessories. Brightwork Brand Holdings Corp. acquired it as an asset purchase in 2011. Ghurka, under CEO John Reuter, worked to re-launch the brand with a... View Details
    Keywords: Retailing; Luxury
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    Alvarez, Jose B., Walter J. Salmon, and Christine Snively. "Ghurka." Harvard Business School Case 514-078, March 2014. (Revised January 2015.)
    • June 2004 (Revised November 2004)
    • Case

    Birth of the Swatch, The

    By: Youngme E. Moon
    In 1993, the Swatch is the best-selling watch in history. Traces the history of the watch industry up to the early 1980s, when the Swatch was introduced. Describes the various elements that made the Swatch different from any watch the industry had ever seen. Also... View Details
    Keywords: History; Management; Product Positioning; Marketing Strategy; Business Startups; Brands and Branding; Manufacturing Industry
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    Moon, Youngme E. "Birth of the Swatch, The." Harvard Business School Case 504-096, June 2004. (Revised November 2004.)
    • March 2004 (Revised January 2008)
    • Case

    Samsung Electronics Company: Global Marketing Operations

    By: John A. Quelch
    Samsung's global marketing director is assessing how to build the global brand reputation of the company further and upgrade the company's worldwide brand image. To show how to build a global brand. View Details
    Keywords: Global Range; Globalized Firms and Management; Brands and Branding; Reputation
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    Quelch, John A., and Anna Harrington. "Samsung Electronics Company: Global Marketing Operations." Harvard Business School Case 504-051, March 2004. (Revised January 2008.)
    • September 1997 (Revised October 1997)
    • Case

    Bayer AG (A)

    By: John A. Quelch
    Bayer's senior executives convene in Germany to consider submitting a $1 billion bid that would recover the Bayer brand name and trademark cross in North America, both of which were confiscated by the U.S. government after World War I. The group also sets out to assess... View Details
    Keywords: Management Teams; Brands and Branding; War; Communication; Trademarks; Acquisition; Government and Politics; Biotechnology Industry; Pharmaceutical Industry; Germany; North America; United States
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    Quelch, John A., and Robin Root. "Bayer AG (A)." Harvard Business School Case 598-031, September 1997. (Revised October 1997.)
    • March–April 2023
    • Article

    Case Study: Should a Dollar Store Raise Prices to Keep Up with Inflation?

    By: Jill Avery and Marco Bertini
    How should a dollar store maintain its brand and price position in the marketplace in the face of rising inflation? Is holding a $1.00 price point still viable in today's marketplace? In this fictional case, managers face inflationary pressures and must decide whether... View Details
    Keywords: Pricing; Pricing Strategy; Retailing; Discount Retailing; Discount Store; Marketing; Marketing Strategy; Brands and Branding; Inflation and Deflation; Retail Industry; United States
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    Avery, Jill, and Marco Bertini. "Case Study: Should a Dollar Store Raise Prices to Keep Up with Inflation?" Harvard Business Review 101, no. 2 (March–April 2023): 140–144.
    • February 2018
    • Case

    Montes Calcados: A Step Ahead

    By: James L. Heskett and James T. Kindley
    Montes Calçados (MC) is a well-known "fast-fashion" Brazilian manufacturer of casual, but fashionable, shoes for women aged 18–35 in major cities worldwide. To boost its declining revenues, MC must evaluate two growth options: whether to expand distribution online (at... View Details
    Keywords: Brands and Branding; Distribution Channels; Growth and Development Strategy; Marketing Strategy; Global Range; Apparel and Accessories Industry; Retail Industry
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    Heskett, James L., and James T. Kindley. "Montes Calcados: A Step Ahead." Harvard Business School Brief Case 918-513, February 2018.
    • 08 Sep 2016
    • Video

    Monitoring global supply chains

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