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  • February 2024
  • Teaching Note

UGG Steps into the Metaverse

By: Shunyuan Zhang and Sunil Gupta
Teaching Note for HBS Case No. 523-013. View Details
Keywords: Metaverse; Digital Marketing; Innovation and Invention; Marketing Channels; Marketing Strategy; Social Marketing; Internet and the Web; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; United States
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  • October 2024 (Revised December 2024)
  • Case

Kering Eyewear

By: Rohit Deshpandé, Dante Roscini and Elena Corsi
In June 2024, Roberto Vedovotto, CEO of Kering Eyewear, prepared to discuss the future of the recently acquired brands LINDBERG, a Danish optical eyewear brand, and Maui Jim, an American sunglasses brand. Vedovotto founded Kering Eyewear in 2014, convincing... View Details
Keywords: Marketing Strategy; Brands and Branding; Product Marketing; Mergers and Acquisitions; Business or Company Management; Growth and Development Strategy; Luxury; Fashion Industry; Fashion Industry; Fashion Industry; Italy; Europe; China
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  • 31 Oct 2017
  • First Look

New Research and Ideas, October 31, 2017

this new stream of research, which focuses on two related but distinct themes. The earliest theme to be explored, in a literature dating from the 1990s, is the story of how and why some conventional industries sought to become less... View Details
Keywords: by Sean Silverthorne
  • 25 Mar 2014
  • First Look

First Look: March 25

Grupo Beta San Miguel In November 2013, Dr. Jose Pinto, head of Grupo Beta San Miguel (BSM), Mexico's largest private sugar producer, is weighing the future prospects of the Mexican sugar industry as he considers whether BSM should bid on... View Details
Keywords: Sean Silverthorne
  • 01 Mar 2015
  • News

Alumni and Faculty Books for March 2015

(MBA 1989) (St. Martin's Griffin) The story of a French woman perfumer who escapes from Europe at the beginning of World War II and seeks (and finds) success in Los Angeles as a perfumer and fashion designer to the Hollywood elite. Lenses... View Details
Keywords: Publishing Industries (except Internet); Publishing Industries (except Internet)
  • August 2018 (Revised May 2019)
  • Case

Rev. Georgiette Morgan-Thomas & The American Hat Factory

By: Steven Rogers and Ariel Rogers
On a sunny Monday morning, Rev. Morgan-Thomas walked into her newly acquired hat factory thinking, “What have I gotten myself into? Things are worse than I imagined. Can I ever turn this company around given all of the known and unknown problems? Can I make it... View Details
Keywords: Millinery; Factory; B-to-B; B-to-C; Women's Hats; Crowns; Brims; Hat Maker; Custom; Wholesale; Arts; Buildings and Facilities; Business Ventures; Mergers and Acquisitions; Financial Crisis; Business History; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Pennsylvania
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  • 30 Mar 2010
  • First Look

First Look: March 30

fashion without intervening predictions. Subjects were yoked so that the same history of outcomes was observed in all conditions. The results revealed the Gambler's Fallacy when outcomes were experienced (with or without predictions).... View Details
Keywords: Sean Silverthorne
  • 12 Aug 2008
  • First Look

First Look: August 12, 2008

Coty. When Beetz was hired as chief executive, it was still a fragmented collection of recently acquired brands. The case describes how Beetz re-ignited the dormant celebrity fragrance business with the successful launch of a new Jennifer Lopez fragrance line. View Details
Keywords: Sean Silverthorne
  • 01 Mar 2013
  • News

Opening the Door

month, reviewing the numbers. I learned a lot about medicine that way. Wasn't your husband also in the health-care industry at the time? Yes. Under a push for funding from President Nixon, there had started to be more research and... View Details
Keywords: Deborah Blagg; Colleges, Universities, and Professional Schools; Educational Services; Social Assistance; Health, Social Assistance; Management
  • 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; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising 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; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry
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  • 05 Aug 2008
  • First Look

First Look: August 5, 2008

analyses of data covering 69 two-digit SIC industries at two points in time, 1991 and 1999. Across industries, we find that the likelihood of internalization of advertising services decreases as the size of advertising outlays increase... View Details
Keywords: Martha Lagace
  • 28 Jan 2014
  • First Look

First Look: January 28

was struggling to compete with and differentiate itself from industry leader LensCrafters, also owned by Luxottica. Increasing competition from low-price competitors, such as Walmart's optical stores, was adding further competitive... View Details
Keywords: Sean Silverthorne
  • 15 Sep 2011
  • Research & Ideas

High Ambition Leadership

to study must have had a compounded annual growth rate in revenues, profits, and market capitalization that exceeded the 50th percentile of industry peers between 1997 and 2006 or for the CEO's tenure. Corresponding figures were used for... View Details
Keywords: by Martha Lagace
  • 23 Jul 2013
  • First Look

First Look: July 23

30-year customer of Filene's Basement, a retailer offering fashion goods at discounted prices, who was eventually fired by the firm. The case traces how company actions taken in the name of customer relationship management (CRM)... View Details
Keywords: Anna Secino
  • 07 Feb 2007
  • Research & Ideas

Dividends from Schumpeter’s Noble Failure

(1942), one of the seminal nonfiction works of the twentieth century.5 The Main Goal Of The 1939 Book Schumpeter chose the title Business Cycles not only because the topic was then fashionable (it was the central economic puzzle of the... View Details
Keywords: by Thomas K. McCraw
  • 10 Jul 2018
  • First Look

New Research and Ideas, July 10, 2018

Tarun Abstract—New technologies can be unsettling for industry incumbents, regulators, and consumers, because norms and institutions for dealing with them don’t yet exist. Interestingly, businesspeople in emerging economies face similar... View Details
Keywords: Dina Gerdeman
  • May 25, 2016
  • Comment

How Consumers and Businesses are Reshaping Public Health

By: John A. Quelch
Healthcare and education are two issues in which citizens around the world, rich and poor, are passionately interested. It has long been appreciated that the way that a society treats its youngest and oldest members says much about its moral maturity. Economic... View Details
Keywords: Healthcare; Consumer Power; Innovation In Healthcare Delivery; Mobile Healthcare; Transition; Transformation; Trends; Customer Satisfaction; Customer Value and Value Chain; Health Care and Treatment; Information; Collaborative Innovation and Invention; Independent Innovation and Invention; Innovation and Management; Innovation Leadership; Management; Marketing; Markets; Planning; Problems and Challenges; Biotechnology Industry; Biotechnology Industry; Biotechnology Industry; Biotechnology Industry; Biotechnology Industry; Biotechnology Industry; Biotechnology Industry; Biotechnology Industry; Biotechnology Industry; Biotechnology Industry; Biotechnology Industry; Biotechnology Industry; South America; North and Central America; Middle East; Europe; Asia
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  • 01 Jun 2017
  • News

Alumni and Faculty Books for June 2017

business backstage. This book provides an overview of both the product on stage and the industry that makes it possible. While the industry’s product has unique supply and demand characteristics, it is still an industry, with economic... View Details
  • 27 Feb 2018
  • First Look

First Look at New Research and Ideas, February 27, 2018

developments in the Bangladesh ready-made garment industry after the fire at Tazreen Fashions factory, including formation of the Bangladesh Fire and Building Safety Accord (“Accord”) and the Alliance for... View Details
Keywords: Sean Silverthorne