Publications
Publications
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(2,171)
- Faculty Publications (611)
- October 2006 (Revised August 2007)
- Case
Marketing Chateau Margaux
By: John A. Deighton, Leyland Pitt, Vincent Marie Dessain, Daniela Beyersdorfer and Anders Sjoman
Chateau Margaux, luxury brand or connoisseur brand? Although France is awash with unsold wine, demand has never been stronger for the very finest Bordeaux. How should Margaux sustain and grow its business? The Chateau management team is wondering if it can take more... View Details
- August 2006
- Case
Dreyer's Slow Churned(TM) Ice Cream
By: Noel H. Watson, Steven C. Wheelwright and Brian DeLacey
Examines capacity forecasting and planning in a complex new product introduction scenario. The introduction at Dreyer's, a large dairy snack manufacturer, involves not only a new product but a new manufacturing process and product package, thus implying a significant... View Details
- August 2006 (Revised March 2008)
- Case
iPod vs. Cell Phone: A Mobile Music Revolution?
By: David B. Yoffie, Travis D. Merrill and Michael Slind
In 2006, a nascent market for music-enabled mobile phones was emerging to challenge Apple Computer's dominant position in the digital music industry. Through its iPod line of portable digital music devices and its iTunes Music Store, Apple controlled more than half of... View Details
- July 2006 (Revised October 2006)
- Case
Lenovo: Building A Global Brand
By: John A. Quelch and Carin-Isabel Knoop
Announced in December 2004, the $1.75 billion acquisition of IBM's PC division by Lenovo, China's largest PC maker, made headlines around the world. A relative upstart in the business, Lenovo acquired the division of IBM that invented the PC in 1981. While Lenovo was... View Details
- June 2006 (Revised October 2007)
- Case
Takashimaya in Transition
By: Rajiv Lal, Masako Egawa and Chisato Toyama
Takashimaya, the largest department store in Japan, was suffering from declining sales. CEO Koji Suzuki had succeeded in instituting changes to cut costs. However, Suzuki needed to come up with a strategy to increase sales, particularly in apparel, which comprised the... View Details
- May 2006 (Revised April 2009)
- Case
Cola Wars Continue: Coke and Pepsi in 2006
By: David B. Yoffie and Michael Slind
Examines the industry structure and competitive strategy of Coca-Cola and Pepsi over 100 years of rivalry. New challenges in 2006 include boosting flagging carbonated soft drink (CSD) sales and finding new revenue streams. Both firms also began to modify their... View Details
- March 2006 (Revised April 2007)
- Case
Harley-Davidson: Preparing for the Next Century
By: Richard L. Nolan and Suresh Kotha
Harley-Davidson Co. exemplifies a remarkable management-led business transformation of a long standing manufacturing company. The company successfully met global competition and continues to innovate to maintain its market position. View Details
- January 2006 (Revised July 2016)
- Case
Gordon Bethune at Continental Airlines
By: Nitin Nohria, Anthony Mayo and Mark Benson
A $385 million loss for the final months of fiscal year 1994 signaled Continental might go bankrupt. Could new CEO Gordon Bethune turn Continental around? Continental was in dire straits because the deregulation of the commercial airline industry in 1978 ushered in a... View Details
- January 2006 (Revised December 2006)
- Case
Toyota Motor Corporation: Launching Prius
By: Forest L. Reinhardt, Dennis A. Yao and Masako Egawa
In 1995, Hiroshi Okuda, president of Toyota Motor Corp., considers whether to push for a more aggressive launch of the Toyota Prius--an automobile that incorporates Toyota's new and technically advanced hybrid power train. This launch decision allows discussion of the... View Details
- December 2005 (Revised January 2007)
- Case
Ben & Jerry's: Preserving Mission & Brand within Unilever
By: James E. Austin and James Quinn
In the months after Ben & Jerry's was acquired by Unilever, Ben & Jerry's head social mission faces challenges and opportunities unique in the company's history, including: how to manage employee morale; whether to include synthetic ingredients to meet consumer... View Details
Keywords: Brands and Branding; Problems and Challenges; Mergers and Acquisitions; Mission and Purpose; Social Enterprise; Management Teams; Governing and Advisory Boards; Value Creation; Corporate Governance; Employee Relationship Management; Food and Beverage Industry; Agriculture and Agribusiness Industry; Retail Industry; United States
- November 2005 (Revised July 2007)
- Case
Pine Ridge Winery, LLC (A)
By: Joseph B. Lassiter III and Lauren Barley
George Scheppler, president and CEO of Pine Ridge Winery, LLC, (the "Company") sat in his office overlooking the steep hillside vineyards of the Pine Ridge Winery in Napa Valley. It was June 2005, and he was preparing for the upcoming board of managers meeting where he... View Details
- November 2005 (Revised September 2007)
- Case
Beijing Hualian
By: David E. Bell and Mary L. Shelman
China's fifth largest domestic retailer faced intensifying competition from Wal-Mart and Carrefour with the opening of China's fast-growing retail market in January 2005. In response, Beijing Hualian developed a new "Family Store" format targeted at the nation's... View Details
- November 2005 (Revised February 2006)
- Module Note
Rethinking Branding
By: Youngme E. Moon
The classical branding paradigm assumes that brands should be built to last and that the role of the brand manager is to protect the long-term sustainability of the brand. Outlines the structure and content of an eight-session module that offers a more expansive... View Details
Keywords: Brands and Branding
- November 2005
- Case
Inventec Corporation
By: Krishna G. Palepu and Ingrid Vargas
Inventec Corp., with $4.5 billion in annual revenues, was one of Taiwan's leading original design manufacturers (ODMs). Inventec designed and manufactured electronic products such as computers, servers, MP3 players, PDAs, and cellular telephones for client companies... View Details
- November 2005 (Revised August 2007)
- Case
ConAgra Foods: The Next Chapter
By: Ray A. Goldberg and Mary L. Shelman
In 2005, CEO Bruce Rohde has almost completed the integration of ConAgra Foods' collection of 90 independent operating companies into a focused, value-added firm and was beginning to think about his successor. ConAgra had become the second largest food company and No.... View Details
Keywords: Change Management; Corporate Strategy; Leading Change; Management Succession; Strategic Planning; Brands and Branding; Food; Agribusiness; Product Marketing; Management Teams; Transformation; Customer Focus and Relationships; Food and Beverage Industry; Agriculture and Agribusiness Industry; United States
- September 2005 (Revised January 2006)
- Case
Yum! Brands, Inc: A Corporate Do-Over
By: Frances X. Frei, Amy C. Edmondson, James Weber and Eliot Sherman
Describes the successful turnaround of the restaurant company Yum! Brands after its spin off from PepsiCo and covers how the company's leadership planned and executed on virtually every dimension of the employee experience. The main dilemma centers on what the company... View Details
- August 2005 (Revised May 2006)
- Case
Cherkizovsky Group, The (A) (Abridged)
By: Lynn S. Paine
Describes the transformation of a formerly state-owned meat processing plant in Russia into a privately owned and operated food processing conglomerate under Russia's economic reforms of the 1990s. Among the challenges the CEO, Igor Babaev, and his top management team... View Details
- July 2005 (Revised April 2009)
- Case
Real Madrid Club de Futbol (Multimedia)
By: John A. Quelch
In June 2004, Florentino Perez, a well-known Spanish businessman, was elected president of Real Madrid, one of the world's top soccer clubs. In his campaign, Perez had promised to turn around the club's finances, bring in world-class talent, and extend the club's brand... View Details
- 2005
- Book
Renewing Unilever: Transformation and Tradition
By: Geoffrey Jones
This book examines the history of Unilever over the last half century. Managing such a firm in the era of globalization posed enormous challenges. The book covers the company's strategies and provides compelling evidence of its decision-making, marketing, brand... View Details
- April 2005 (Revised February 2006)
- Case
L'Oreal and the Globalization of American Beauty
By: Geoffrey G. Jones, David Kiron, Vincent Dessain and Anders Sjoman
Examines L'Oreal's acquisition of leading U.S. cosmetics brands, including Maybelline, Redken, and Kiehl's, and their subsequent renewal and globalization. Reviews the history of L'Oreal, now the world's largest cosmetics company, from its origins in France in 1907.... View Details