Publications

October 2003 (Revised August 2005)
Case

American Legacy: Beyond the Truth Campaign

By: Youngme E. Moon and Kerry Herman

The hard-hitting "Truth" campaign has been one of the most successful antismoking initiatives in history. The focus of the "Truth" campaign is to dissuade teenagers from smoking. The sponsor of the campaign, the American Legacy Foundation, is now trying to decide... View Details

Keywords: Advertising Campaigns; Communication Strategy; Customer Focus and Relationships; Decision Choices and Conditions; Ethics; Brands and Branding; Corporate Social Responsibility and Impact

August 1999 (Revised January 2002)
Case

Brita Products Company, The

By: John A. Deighton

Clorox's Brita skillfully exploits a tide of water safety concerns, growing a home water (filtration) business from inception to a 15% U.S. household penetration in ten years. The dilemma in the case arises as the period of increasing returns seems to be drawing to a... View Details

Keywords: Customer Value and Value Chain; Acquisition; Retention; Safety; Natural Environment; Emerging Markets; Investment Return; Equity; Demand and Consumers; United States

Portrait Project

Sarah Mullen

I plan to CREATE... a successful business that provides a valuable service to my customers – where I can see the fulfillment and satisfaction on their faces and know that the outcome has somehow improved their day and, hopefully, their... View Details

21 Jan 2020
Research & Ideas

Lessons for Retailers from the Rebirth of Indie Bookstores

As big box bookstores Barnes & Noble and Borders spread across the landscape in the 1990s, retail observers sounded the death knell for small, independent booksellers. But they had no idea of the onslaught that was coming. Amazon.com launched in 1995, offering... View Details

Keywords: by Michael Blanding; Entertainment & Recreation

June 2009
Teaching Note

COFCO Xinjiang Tunhe Co., Ltd. (TN)

By: David E. Bell, Sarah Morton and Mary Louise Shelman

Teaching Note for [508079]. View Details

Keywords: Mergers and Acquisitions; Customer Focus and Relationships; Goals and Objectives; Quality; Price; Competitive Strategy; Contracts; Supply and Industry; Business or Company Management; Problems and Challenges; Safety; Cost Management; Food and Beverage Industry; Agriculture and Agribusiness Industry; China

Profile

Tessa Vacher-Desvernais

Vuitton Moët Hennessy Group. “I was passionate about compelling and aspirational stories,” says Tessa. Fascinated by their galvanizing power, she wanted to build brands. The customer journey and emotional experience encouraged her to... View Details

Keywords: Retail/Hospitality; Financial Services

Web

Influencing Practice | Social Enterprise | Harvard Business School

One of the primary interfaces between the Social Enterprise Initiative and practitioners is through our open enrollment and custom Executive Education programs offered each year. 1_0fzgdmtm Strategic Perspectives In Nonprofit Management... View Details

10 Jun 2013
Research & Ideas

How Numbers Talk to People

deep statistical analysis, just good data and reporting approaches. It is often encountered in online businesses, where customer clickstreams provide plenty of data-often too much-for analysis. One expert practitioner of the CSI story... View Details

December 2017
Case

Clover Food Lab in 2016

By: Lena G. Goldberg, Sonia Smith and Sandra Bahous

Ayr Muir, founder and CEO of Clover Food Lab, has grown his restaurant chain from a single food truck to 11 thriving stores but he has no interest in running a regional chain. His ambition is to change the way America eats and his goal is national expansion. As he... View Details

Keywords: Restaurant Industry; Food; Growth Management; Strategic Planning; Brands and Branding; Marketing Strategy; Innovation and Management; Customer Satisfaction; Small Business; Expansion; Decision Choices and Conditions; Food and Beverage Industry