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  • 27 Jul 2011
  • Research & Ideas

Customer Loyalty Programs That Work

customer $20 in "Nordstrom Notes" that can be applied to future purchases. Depending on how much they spend annually, Fashion Rewards members also have access to perks such as concierge service and free alterations. A well-run... View Details
Keywords: by Maggie Starvish; Retail
  • 23 Dec 2002
  • Research & Ideas

Partnering and the Balanced Scorecard

the Balanced Scorecard. Supplier objectives and measures are typically incorporated within the "Achieve Operational Excellence" theme in the Internal Process perspective. (See Figure 2-2.) For example, a major fashion retailer,... View Details
Keywords: by Robert S. Kaplan & David P. Norton
  • 23 Jul 2024
  • In Practice

The New Rules of Trade with China: Navigating Tariffs, Turmoil, and Opportunities

When former President Donald Trump slapped sweeping tariffs on Chinese imports in 2019, the economic dynamics between the world’s two biggest economies forever shifted. American businesses hoping President Joe Biden would return to decades-long precedent instead find... View Details
Keywords: by Rachel Layne; Fashion; Fashion; Fashion; Fashion; Fashion; Fashion; Fashion; Fashion
  • November 2010
  • Article

Capitalizing on the Underdog Effect

By: Anat Keinan, Neeru Paharia and Jill Avery
This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over... View Details
Keywords: Marketing; Brand Management; Brands; Brand Positioning; Competitive Positioning; Competition; Brands and Branding; Advertising Campaigns; Marketing Communications; Marketing Strategy; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry
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  • February 2011
  • Article

The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography

By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor
We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details
Keywords: Marketing; Brand Management; Brands; Brand Building; Brand Positioning; Competitive Positioning; Advertising; Marketing Communication; Biography; Brands and Branding; Product Marketing; Emerging Markets; Network Effects; Demand and Consumers; Marketing Communications; Cost vs Benefits; Perspective; Advertising Campaigns; Marketing Strategy; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry
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  • 25 Mar 2014
  • First Look

First Look: March 25

& Mauritz, 2000 In 2000, Hennes & Mauritz (H&M) was the second-largest and most global player in the fashion retail business. It operated 682 stores, 80% of them outside its home country of Sweden, and achieved revenues of... View Details
Keywords: Sean Silverthorne
  • February 2023 (Revised February 2025)
  • Case

Doing Business in Nairobi, Kenya

By: Archie L. Jones, Leonard A. Schlesinger, Pippa Tubman Armerding and Kuria Kamau
This case examines the challenges and opportunities of doing business in Nairobi, Kenya. It highlights Kenya's economic transformation in the decades leading up to 2024 in the context of its history, culture, and politics. The case gives an overview of some of the main... View Details
Keywords: Business History; Business and Government Relations; Technological Innovation; Foreign Direct Investment; Economic Growth; Financial Crisis; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Kenya; Nairobi; Africa
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  • 28 Jul 2014
  • Research & Ideas

Eyes Shut: The Consequences of Not Noticing

out in the Tazreen Fashions factory in Dhaka, the capital of Bangladesh. At least 117 people died and at least another two hundred were injured, making this the deadliest factory fire in Bangladesh's history. Subsequent analyses document... View Details
Keywords: by Max H. Bazerman; Retail
  • 19 Sep 2006
  • First Look

First Look: September 19, 2006

the merino fabric, or should he go the inherently subjective fashion route, given that the technical apparel market in China is virtually nonexistent? Purchase this case:... View Details
Keywords: Sean Silverthorne
  • 29 Oct 2007
  • HBS Case

Marketing Maria: Managing the Athlete Endorsement

effectively use the resources at his disposal within IMG, such as the sales division, which keeps in close contact with the corporate world; IMG's promotion and event marketing, which may feature Sharapova; and other divisions, like the View Details
Keywords: by Sarah Jane Gilbert; Sports
  • 28 Oct 2008
  • First Look

First Look: October 28, 2008

the online, Chicago-based t-shirt company, was not your typical fashion apparel company. The company, run by Jake Nickell, Jacob DeHart, and Jeffrey Kalmikoff, turned the fashion business on its head by... View Details
Keywords: Martha Lagace
  • 03 Nov 2009
  • First Look

First Look: Nov. 3

economic downturn. The sharing of customer information across units and its use in the creative process are key initiatives analyzed in the case. CEO Robert Polet joined the high-end fashion Gucci Group in 2004, after 26 years at one of... View Details
Keywords: Martha Lagace
  • 31 Oct 2017
  • First Look

New Research and Ideas, October 31, 2017

1990s, these two historical trends met, as the concept of sustainable development spread to large conventional corporations, and visionary green firms scaled or were acquired by conventional big businesses. The concept of sustainability became socially constructed in a... View Details
Keywords: by Sean Silverthorne
  • 14 Oct 2013
  • Research & Ideas

Blockbuster! Why Star Power Works

around show business. Q: What are you working on next? A: I just released a new case on fashion magazine Vogue, which I can't wait to teach later this month, and have a few other exciting case studies in the pipeline. I am also thinking... View Details
Keywords: by Sean Silverthorne; Entertainment & Recreation
  • 21 Nov 2012
  • Research & Ideas

What Health Care Managers Need to Know--and How to Teach Them

Scriplogix also polled conference attendees about their views of what the future held and the impediments, if any, to fashioning curricula which could help students best address this future. Concurrently, Herzlinger and conference... View Details
Keywords: by Paul Guttry; Health; Education
  • 05 Jun 2007
  • First Look

First Look: June 5, 2007

response, Beijing Hualian developed a new "Family Store" format targeted at the nation's growing middle class, made up of younger consumers with more fashionable tastes. Like hypermarkets, Hualian Family Stores include both food... View Details
Keywords: Martha Lagace
  • 02 Feb 2015
  • Research & Ideas

Disruptors Sell What Customers Want and Let Competitors Sell What They Don’t

habits as well, such as a growing preference for sharing items rather than owning them, and encouraging "showrooming" where shoppers visit stores only to test products—then buy them more cheaply online. The user benefits from lower cost, lower effort, or saved time.... View Details
Keywords: by Michael Blanding
  • 07 Jan 2013
  • Lessons from the Classroom

Culture Changers: Managing High-Impact Entrepreneurs

managers can team with creative talent in six "culture industries": Fashion, publishing, art/architecture/design, film, music, and food. Her subjects include fashion pioneer Chanel, publishers Penguin and Atavist, film icons... View Details
Keywords: by Sean Silverthorne; Beauty & Cosmetics; Food & Beverage; Entertainment & Recreation; Information; Publishing
  • 08 Jul 2014
  • First Look

First Look: July 8

moving "downmarket" without diminishing their prestige or alienating existing customers. The authors suggest various ways to cater to new, non-core customers in a way that differentiates the newcomers from a brand's core clientele. Examples are cited for... View Details
Keywords: Carmen Nobel
  • 28 Jan 2014
  • First Look

First Look: January 28

Harvard Business School Case 713-510 Benetton Group S.p.A., 2000 In 2000, Benetton was one of the leading mass fashion competitors in the world with approximately $1.9 billion in sales across 5,500 stores in 120 countries. But the... View Details
Keywords: Sean Silverthorne

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