Publications

March 2024 (Revised November 2024)
Case

KFC: A U.S.-Based Franchised Brand Responds to the Russian Invasion of Ukraine

By: Michael S. Kaufman and Abi Chen

January 2015 (Revised July 2015)
Case

Jimmy Choo

By: Anat Keinan and Sandrine Crener

Jimmy Choo is a British luxury accessories brand, specializing in shoes, handbags, accessories, and fragrances. Founded in 1996 in London by couture shoe designer Jimmy Choo and Vogue accessories editor Tamara Mellon OBE, the brand enjoyed immediate success and rapidly... View Details

07 Aug 2023
News

How To Start Using The Power Of Storytelling In Your Personal Brand

July–August 2014
Article

Unlock the Mysteries of Your Customer Relationships

By: Jill Avery, Susan Fournier and John Wittenbraker

Consumers have always had relationships with brands, but sophisticated tools for analyzing customer data are finally allowing marketing organizations to personalize and manage those relationships. With this new power comes a new challenge: people now expect companies... View Details

Keywords: Brand Management; CRM; Brands and Branding; Marketing; Marketing Strategy; Customer Focus and Relationships; Customer Relationship Management; Consumer Products Industry; Retail Industry; United States

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January 2022
Article

Pushed into a Crowd: Repositioning Costs, Resources, and Competition in the RTE Cereal Industry

By: Young Hou and Dennis Yao

This paper exploits a natural experiment involving self-regulation in the ready-to-eat (RTE) breakfast cereal industry to evaluate the performance impact of product repositioning. It then examines how a product's brand equity value declines with repositioning distance... View Details

Keywords: Positioning; Resources; Brand Equity; Competitive Dynamics; Non-market Strategy; Regulation; Repositioning; Product Positioning; Performance Evaluation; Brands and Branding; Competitive Strategy; Consumer Products Industry

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May–June 2023
Article

A New Approach to Building Your Personal Brand: How to Communicate Your Value

By: Jill Avery and Rachel Greenwald

For better or worse, in today’s world everyone is a brand. Whether you’re applying for a job, asking for a promotion, or writing a dating profile, your success will depend on getting others to recognize your value. So you need to get comfortable marketing... View Details

Keywords: Personal Brand; Influencer Marketing; Leadership Development; Marketing; Brands and Branding; Identity; Reputation; Competency and Skills

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09 Jul 2018
Research & Ideas

Overcoming the Challenges of Selling Brand New Technology (Hey, Need a 3-D Printer?)

SeventyFour Few phrases in business are more seductive than the one attributed to Ralph Waldo Emerson in the 19th century: “Build a better mousetrap and the world will beat a path to your door.” Unless, of course, what you are selling is... View Details

Keywords: by Michael Blanding; Technology; Consumer Products; Electronics; Industrial Products; Information Technology; Manufacturing; Medical Devices & Supplies; Retail

February 5, 2009
Comment

In Praise of Marketing

By: John A. Quelch

Many dismiss marketing as manipulative, deceptive, and intrusive. Marketing, they argue, focuses too much of our attention on material consumption. More recently, Benjamin Barber, in his 2007 book Consumed, claims that marketing is "sucking up the air from every other... View Details

Keywords: Marketing; Consumer Loyalty; Local Vs. Global Branding; Multi-national Brands; Misleading and Fraudulent Advertising; Customer Value and Value Chain; Customer Satisfaction; Globalized Economies and Regions; Cross-Cultural and Cross-Border Issues; Multinational Firms and Management; Globalized Markets and Industries; Brands and Branding; Marketing Communications; Marketing Strategy; Product Positioning

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22 Oct 2021
News

How to Reshape Your Leadership Brand as You Start a New Role

June 2010 (Revised July 2011)
Case

Classic Knitwear and Guardian: A Perfect Fit?

By: John A. Quelch and Patricia Girardi

Classic Knitwear manufactures and distributes casual apparel, either unbranded or under a private-label brand name. Partly because Classic has no brand recognition with consumers, gross margins are low. To improve margins, the company considers partnering via a... View Details

Keywords: Market Research; Forecasting; Consumer Marketing; New Product Marketing; Product Lines; Merchandising; Branding; Demand and Consumers; Partners and Partnerships; Marketing Strategy; Forecasting and Prediction; Product Marketing; Brands and Branding; Product Development; Apparel and Accessories Industry; Apparel and Accessories Industry

Article

The Pitfalls of Pricing Algorithms: Be Mindful of How They Can Hurt Your Brand

By: Marco Bertini and Oded Koenigsberg

More and more companies are relying on pricing algorithms to maximize profits. The use of artificial intelligence and machine learning enables real-time price adjustments based on supply and demand, competitors’ activities, delivery schedules, and so forth. But... View Details

Keywords: Algorithmic Pricing; Dynamic Pricing; Price; Change; Information Technology; Brands and Branding; Perception; Consumer Behavior

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January 2015 (Revised December 2015)
Case

Mauboussin

By: Anat Keinan, Sandrine Crener and Audrey Azoulay

Mauboussin is a French jewelry brand founded in 1827 in Paris. In the 1920s, the company earned a huge notoriety for capturing the aesthetic and emotional dimension of the Art Deco movement in its design and gained a worldwide reputation for innovation and expertise in... View Details