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      • Faculty Publications  (709)

      Brand StrategyRemove Brand Strategy →

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      • November 2008
      • Teaching Note

      Crossing Borders: MTC's Journey through Africa (TN)

      By: Tarun Khanna
      Teaching Note for [708477]. View Details
      Keywords: Growth and Development; Monopoly; Strategic Planning; Mergers and Acquisitions; Leadership; Cross-Cultural and Cross-Border Issues; Competition; Developing Countries and Economies; Brands and Branding; Culture; Telecommunications Industry; Kuwait; Africa
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      Khanna, Tarun. "Crossing Borders: MTC's Journey through Africa (TN)." Harvard Business School Teaching Note 709-453, November 2008.
      • November 2008 (Revised August 2011)
      • Case

      UnME Jeans: Branding in Web 2.0

      By: Thomas J. Steenburgh and Jill Avery
      This case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video-sharing sites and encourages students to explore the opportunities and risks they present for brands. The case allows students to grapple with the strategic and... View Details
      Keywords: Digital Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Consumer Behavior; Risk and Uncertainty; Social and Collaborative Networks; Internet and the Web; Apparel and Accessories Industry
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      Steenburgh, Thomas J., and Jill Avery. "UnME Jeans: Branding in Web 2.0." Harvard Business School Case 509-035, November 2008. (Revised August 2011.)
      • November 2008 (Revised October 2012)
      • Case

      Nestle

      By: David E. Bell and Mary Louise Shelman
      In April 2008, Paul Bulcke took over as CEO of the world's largest food and beverage company. His predecessor, Peter Brabeck, had delivered 12 years of outstanding results while moving the company toward a new vision of health, nutrition, and wellness. Bulcke's... View Details
      Keywords: Globalized Firms and Management; Globalized Markets and Industries; Leadership Style; Growth and Development Strategy; Brands and Branding; Organizational Culture; Agriculture and Agribusiness Industry
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      Bell, David E., and Mary Louise Shelman. "Nestle." Harvard Business School Case 509-001, November 2008. (Revised October 2012.)
      • November 2008
      • Article

      Winning the Race for Talent in Emerging Markets

      By: Douglas A. Ready, Linda A. Hill and Jay A. Conger
      "This war for talent is like nothing we've ever seen before," write the authors, who have spent decades studying talent management and leadership development. Recently they interviewed executives at more than 20 global companies to identify strategies for attracting... View Details
      Keywords: Leadership Development; Selection and Staffing; Talent and Talent Management; Multinational Firms and Management; Organizational Culture; Recruitment; Diversity; Developing Countries and Economies
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      Ready, Douglas A., Linda A. Hill, and Jay A. Conger. "Winning the Race for Talent in Emerging Markets." R0811C. Harvard Business Review 86, no. 11 (November 2008).
      • October 2008 (Revised February 2012)
      • Case

      Amazon Web Services

      By: Robert S. Huckman, Gary P. Pisano and Liz Kind
      Considers the development of Amazon Web Services (AWS), a division of Amazon.com, Inc., specializing in the provision of web-based storage and computing services to web developers. The case focuses on the issues facing Andy Jassy, the head of AWS, in 2008 as AWS faces... View Details
      Keywords: Price; Market Entry and Exit; Service Operations; Competition; Diversification; Retail Industry; Web Services Industry
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      Huckman, Robert S., Gary P. Pisano, and Liz Kind. "Amazon Web Services." Harvard Business School Case 609-048, October 2008. (Revised February 2012.)
      • September 2008 (Revised June 2010)
      • Case

      Hearts On Fire - Brand Development Manager

      By: Frank V. Cespedes and Benson P. Shapiro
      Hearts On Fire, a successful branded diamond producer, established the position of Brand Development Manager (BDM) to build the company's presence, sales, and relationships with its retail customers. After one year, the CEO, CFO and President must evaluate the impact... View Details
      Keywords: Customer Focus and Relationships; Investment Return; Brands and Branding; Marketing Strategy; Business Processes; Salesforce Management; Business Strategy
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      Cespedes, Frank V., and Benson P. Shapiro. "Hearts On Fire - Brand Development Manager." Harvard Business School Case 709-436, September 2008. (Revised June 2010.)
      • September 2008 (Revised October 2008)
      • Case

      Marc Abrahams: Annals of an Improbable Entrepreneur

      By: Boris Groysberg and Michael Slind
      Marc Abrahams was a media entrepreneur who specialized in science humor. In 2008, he sought to boost the scale and monetization potential of his business. That business, called Improbable Research, encompassed a magazine (Annals of Improbable Research), a high-profile... View Details
      Keywords: Entrepreneurship; Selection and Staffing; Human Capital; Growth and Development Strategy; Brands and Branding; Personal Development and Career
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      Groysberg, Boris, and Michael Slind. "Marc Abrahams: Annals of an Improbable Entrepreneur." Harvard Business School Case 409-013, September 2008. (Revised October 2008.)
      • September 2008 (Revised October 2012)
      • Case

      Tong Lung Metal Industry Co., Ltd.

      By: Willy C. Shih, Chintay Shih, Chen-Fu Chien, Ho Howard Yu and Yu-Shian Chiang
      Develop its own branded line, or continue as an original design manufacturer (ODM)? Tung Lung Metal Industries Co. Ltd. is a Taiwanese maker of door lock hardware that is faced with the question of whether to continue to focus on its ODM business or start placing more... View Details
      Keywords: Globalized Markets and Industries; Job Cuts and Outsourcing; Brands and Branding; Corporate Strategy; Industrial Products Industry; Taiwan
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      Shih, Willy C., Chintay Shih, Chen-Fu Chien, Ho Howard Yu, and Yu-Shian Chiang. "Tong Lung Metal Industry Co., Ltd." Harvard Business School Case 609-034, September 2008. (Revised October 2012.)
      • August 2008
      • Supplement

      Lenovo Chief Marketing Officer and Senior VP E-Commerce, Deepak Advani, Interviewed by Professor John Quelch

      By: John A. Quelch
      Professor John Quelch interviewed Lenovo CMO, Deepak Advani, regarding Lenovo's buy-out of IBM's personal computer business, and Lenovo's marketing strategy leading up to the 2008 Summer Olympics in Beijing, China. View Details
      Keywords: Advertising; Leveraged Buyouts; Brands and Branding; Marketing Strategy; Hardware; Computer Industry; China
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      Quelch, John A. "Lenovo Chief Marketing Officer and Senior VP E-Commerce, Deepak Advani, Interviewed by Professor John Quelch." Harvard Business School Video Supplement 509-711, August 2008.
      • August 2008 (Revised July 2009)
      • Case

      Repositioning CARE USA

      By: V. Kasturi Rangan and Katharine Lee
      CARE USA, a large ($600 million) international nonprofit/NGO, had recently revamped its external branding and positioning in support of its international development work. The case lays out the challenges facing its new CEO, Helene Gayle, as she manages through the... View Details
      Keywords: Change Management; Management; Brands and Branding; Marketing Strategy; Product Positioning; Organizational Change and Adaptation; Non-Governmental Organizations; Adaptation; United States
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      Rangan, V. Kasturi, and Katharine Lee. "Repositioning CARE USA." Harvard Business School Case 509-005, August 2008. (Revised July 2009.)
      • July 2008
      • Case

      Hilton Hotels: Brand Differentiation through Customer Relationship Management

      By: Lynda M. Applegate, Gabriele Piccoli and Chekitan Dev
      This case analyzes the Hilton Hotels Corporation's CRM strategy at a key juncture in its history, immediately after the firm has been taken private by Blackstone. The case provides students with a comprehensive history of the evolution and IT enablers of Hilton's CRM... View Details
      Keywords: Customer Relationship Management; Marketing Strategy; Privatization; Performance Evaluation; Information Technology; Accommodations Industry
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      Applegate, Lynda M., Gabriele Piccoli, and Chekitan Dev. "Hilton Hotels: Brand Differentiation through Customer Relationship Management." Harvard Business School Case 809-029, July 2008.
      • July 2008
      • Teaching Note

      Hilton Hotels: Brand Differentiation through Customer Relationship Management (TN)

      By: Lynda M. Applegate, Gabriele Piccoli and Chekitan Dev
      Teaching Note for [809029]. View Details
      Keywords: History; Strategy; Customer Relationship Management; Information Technology; System; Privatization; Brands and Branding; Accommodations Industry
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      Applegate, Lynda M., Gabriele Piccoli, and Chekitan Dev. "Hilton Hotels: Brand Differentiation through Customer Relationship Management (TN)." Harvard Business School Teaching Note 809-030, July 2008.
      • July 2008 (Revised September 2008)
      • Case

      Work is Good: Branding the Employ+Ability Mission

      By: Lynda M. Applegate, Monica Higgins and Susan Saltrick
      Employ+Ability, a small company employing developmentally disabled adults, finds itself competing with low-cost producers of its core products-therapeutic hot and cold packs. How might an innovative branding campaign, centered on the company's core value of "Work Is... View Details
      Keywords: Social Entrepreneurship; Values and Beliefs; Brands and Branding; Competition
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      Applegate, Lynda M., Monica Higgins, and Susan Saltrick. "Work is Good: Branding the Employ+Ability Mission." Harvard Business School Case 809-028, July 2008. (Revised September 2008.)
      • July 2008 (Revised February 2009)
      • Case

      (PRODUCT) RED (A)

      By: Youngme E. Moon, Michael I. Norton and David Chen
      Describes the launch and initial results of the (PRODUCT) RED campaign, a social marketing initiative conceived by U2's Bono and Bobby Shriver to combat AIDS in sub-Saharan Africa. The company licensed the (RED) brand to partner companies, which initially included Gap,... View Details
      Keywords: Investment Funds; Philanthropy and Charitable Giving; Brands and Branding; Marketing Strategy; Social Marketing; Social Enterprise; Africa
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      Moon, Youngme E., Michael I. Norton, and David Chen. "(PRODUCT) RED (A)." Harvard Business School Case 509-013, July 2008. (Revised February 2009.)
      • July 2008 (Revised February 2009)
      • Supplement

      (PRODUCT) RED (B)

      By: Youngme E. Moon, Michael I. Norton and David Chen
      Updates the (PRODUCT) RED (A) case through early 2008, including announcements of new partner relationships (with Hallmark, Microsoft, and Dell) as well as new communications initiatives. View Details
      Keywords: Communication; Brands and Branding; Marketing Strategy; Social Marketing; Partners and Partnerships; Social Enterprise; Africa
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      Moon, Youngme E., Michael I. Norton, and David Chen. "(PRODUCT) RED (B)." Harvard Business School Supplement 509-014, July 2008. (Revised February 2009.)
      • June 2008 (Revised April 2013)
      • Case

      Bernd Beetz: Creating the New Coty

      By: Geoffrey Jones and David Kiron
      Considers the creation of the world's largest fragrance company by Bernd Beetz, appointed chief executive of Coty Inc. in 2001. In 1990 the German consumer goods company Benkiser began acquiring fragrance and cosmetics brands with the intent of developing a beauty... View Details
      Keywords: Mergers and Acquisitions; Entrepreneurship; Globalized Firms and Management; Growth and Development Strategy; Corporate Strategy; Beauty and Cosmetics Industry; Germany; United States
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      Jones, Geoffrey, and David Kiron. "Bernd Beetz: Creating the New Coty." Harvard Business School Case 808-133, June 2008. (Revised April 2013.)
      • June 2008
      • Case

      Starbucks Coffee Company in the 21st Century

      By: Nancy F. Koehn, Marya Lisl Hill-Popper Besharov and Katherine Miller
      The case explores the opportunities and challenges confronting Starbucks in the early 21st century. For more than 15 years, Starbucks has grown swiftly and successfully, helping create a large, dynamic market for specialty coffee, building one of the world's most... View Details
      Keywords: Business Model; Economy; Growth Management; Brands and Branding; Corporate Social Responsibility and Impact; Competition
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      Koehn, Nancy F., Marya Lisl Hill-Popper Besharov, and Katherine Miller. "Starbucks Coffee Company in the 21st Century." Harvard Business School Case 808-019, June 2008.
      • May 2008 (Revised June 2009)
      • Case

      House of Tata: Acquiring a Global Footprint

      By: Tarun Khanna, Krishna G. Palepu and Richard Bullock
      Chronicles the globalization of the Tata Group, one of India's largest business groups. Since 2000, many Tata Group operating companies have aggressively built international businesses, particularly through overseas acquisitions. After describing the globalization... View Details
      Keywords: Mergers and Acquisitions; Developing Countries and Economies; Globalized Firms and Management; Growth and Development Strategy; India; United States
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      Khanna, Tarun, Krishna G. Palepu, and Richard Bullock. "House of Tata: Acquiring a Global Footprint." Harvard Business School Case 708-446, May 2008. (Revised June 2009.)
      • April 2008
      • Teaching Note

      Marketing Chateau Margaux (TN)

      By: John A. Deighton and Leyland Pitt
      Teaching Note for [507033]. View Details
      Keywords: Brands and Branding; Management Teams; Distribution; Sales; Market Entry and Exit; Price; Luxury; Demand and Consumers; Growth and Development Strategy; Governance Controls; Food and Beverage Industry; France
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      Deighton, John A., and Leyland Pitt. "Marketing Chateau Margaux (TN)." Harvard Business School Teaching Note 508-107, April 2008.
      • March 2008 (Revised October 2009)
      • Case

      Crossing Borders: MTC's Journey through Africa

      By: Tarun Khanna and Ayesha Khan
      This is the story of MTC, a Kuwaiti telecom company that has grown from a sleepy, state monopoly to become one of the fastest growing telecom companies in the world, with the largest regional footprint across the Middle East and Africa. The CEO of the company, Dr. Saad... View Details
      Keywords: Mergers and Acquisitions; Cross-Cultural and Cross-Border Issues; Global Strategy; Globalized Firms and Management; Growth and Development Strategy; Emerging Markets; Telecommunications Industry; Africa; Kuwait
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      Khanna, Tarun, and Ayesha Khan. "Crossing Borders: MTC's Journey through Africa." Harvard Business School Case 708-477, March 2008. (Revised October 2009.)
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