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Show Results For
- All HBS Web
(2,577)
- People (3)
- News (387)
- Research (1,884)
- Events (2)
- Multimedia (9)
- Faculty Publications (1,252)
- February 2023 (Revised May 2023)
- Case
CalPERS Private Equity 2.0
By: Josh Lerner, John D. Dionne and Alys Ferragamo
Yup Kim, the Head of Investments, Private Equity at the California Public Employees’ Retirement System (CalPERS), reflected on the pension fund’s private equity strategy. In July of 2022, the fund was in the midst of a multi-year turnaround strategy with the goal to... View Details
Lerner, Josh, John D. Dionne, and Alys Ferragamo. "CalPERS Private Equity 2.0." Harvard Business School Case 223-048, February 2023. (Revised May 2023.)
- September 2011 (Revised August 2013)
- Case
The Pepsi Refresh Project: A Thirst for Change
By: Michael I. Norton and Jill Avery
In 2010, for the first time in 23 years, PepsiCo did not invest in Superbowl advertising for its iconic brand. Instead, the company diverted this $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which... View Details
Keywords: Risk Management; Marketing Strategy; Customer Focus and Relationships; Advertising Campaigns; Investment Return; Brands and Branding; Marketing Communications; Social Marketing; Cost vs Benefits; Food and Beverage Industry
Norton, Michael I., and Jill Avery. "The Pepsi Refresh Project: A Thirst for Change." Harvard Business School Case 512-018, September 2011. (Revised August 2013.)
- February 2017 (Revised November 2017)
- Case
1436: The First Pure Chinese Luxury Fashion Brand?
By: Anat Keinan, Sandrine Crener and Hannah H. Chang
The case traces the birth of 1436, a new luxury brand specializing in cashmere garments. It describes how this venture emerged organically out of a combination of manufacturing and retail expertise with the ambition of creating the first pure Chinese luxury brand. The... View Details
Keywords: Brands and Branding; Marketing Strategy; Product Positioning; Luxury; Global Strategy; Fashion Industry; China
Keinan, Anat, Sandrine Crener, and Hannah H. Chang. "1436: The First Pure Chinese Luxury Fashion Brand?" Harvard Business School Case 517-100, February 2017. (Revised November 2017.)
- January 2023
- Case
Velong: Rethinking 'Made in China'
By: Krishna G. Palepu, Nancy Hua Dai and Billy Chan
Velong is a supplier of kitchen equipment and backyard grills for major global brands and store brands of large western retailers. In light of the COVID-related disruptions to the global supply chains, and the evolving trade tensions between China and the Western... View Details
Keywords: Globalization; Supply Chain Management; Risk Management; Manufacturing Industry; China; India; Mexico; Turkey; Viet Nam
Palepu, Krishna G., Nancy Hua Dai, and Billy Chan. "Velong: Rethinking 'Made in China'." Harvard Business School Case 323-064, January 2023.
- March 2016 (Revised May 2018)
- Case
ASOS PLC
By: John R. Wells and Gabriel Ellsworth
Launched in 2000, ASOS was one of the world’s largest online fashion specialists in 2018. Focusing on young consumers aged 16–25 years, the company offered over 85,000 items on its websites, many times more than the largest fashion stores, and added several thousand... View Details
Keywords: ASOS; AsSeenOnScreen; Online Fashion; Online Apparel; Nick Beighton; Nick Robertson; E-commerce; E-Commerce Strategy; Online Retail; Multichannel Retailing; Omnichannel; Social Media; Marketplaces; Shipping; Advertising; Digital Marketing; Business Growth and Maturation; Business Model; Business Startups; For-Profit Firms; Customer Focus and Relationships; Age; Gender; Currency Exchange Rate; Profit; Revenue; Geography; Geographic Scope; Global Range; Global Strategy; Globalized Firms and Management; Globalized Markets and Industries; Business History; Selection and Staffing; Journals and Magazines; Human Capital; Business or Company Management; Crisis Management; Goals and Objectives; Growth and Development; Growth and Development Strategy; Growth Management; Management Succession; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Product Positioning; Social Marketing; Media; Distribution; Distribution Channels; Order Taking and Fulfillment; Infrastructure; Logistics; Public Ownership; Problems and Challenges; Strategy; Adaptation; Business Strategy; Competition; Competitive Strategy; Corporate Strategy; Expansion; Vertical Integration; Segmentation; Internet and the Web; Mobile and Wireless Technology; Apparel and Accessories Industry; Fashion Industry; Retail Industry; United Kingdom; England; London
Wells, John R., and Gabriel Ellsworth. "ASOS PLC." Harvard Business School Case 716-449, March 2016. (Revised May 2018.)
- July 2024
- Case
Porsche
By: Stefan Thomke and Daniela Beyersdorfer
The case reveals how Porsche has become one of the world’s leading car companies. Central to Porsche’s growth strategy is creating great products, including its legendary 911 Carrera sportscar, and offering innovative customer experiences. As the automotive industry is... View Details
Keywords: Change Management; Product Development; Growth and Development Strategy; Product Marketing; Auto Industry; Germany; Europe
Thomke, Stefan, and Daniela Beyersdorfer. "Porsche." Harvard Business School Case 625-038, July 2024.
Jill J. Avery
Dr. Jill Avery is a Senior Lecturer of Business Administration and C. Roland Christensen Distinguished Management Educator in the marketing unit at Harvard Business School. She is a respected authority on branding and brand management, customer relationship... View Details
Keywords: consumer products; arts; advertising; automobiles; retailing; fashion; hotels & motels; food; beverage
- November 2017
- Teaching Note
Reinventing Best Buy
By: John R. Wells and Gabriel Ellsworth
Teaching Note for HBS No. 716-455.
On March 1, 2017, Best Buy Company, Inc., North America’s largest retailer of consumer electronics and appliances, announced a third year of comparable-store sales increases and a 20.8% increase in domestic comparable online sales.... View Details
Keywords: Best Buy; Hubert Joly; Renew Blue; Showrooming; Webrooming; E-commerce; E-Commerce Strategy; Online Retail; Multichannel Retailing; Omnichannel; Marketplaces; Turnaround; Consumer Electronics; Consumer Electronics Accessories; Appliances; Stores-within-stores; Store Experience; Store Size; Store Pickup; Store Management; Delivery; Delivery Models; Amazon; Amazon.com; Pricing Strategy; Business Subsidiaries; Business Units; Business Growth and Maturation; Business Model; For-Profit Firms; Customer Focus and Relationships; Customer Satisfaction; Entertainment; Film Entertainment; Games, Gaming, and Gambling; Music Entertainment; Television Entertainment; Theater Entertainment; Price; Profit; Revenue; Geographic Scope; Multinational Firms and Management; Business History; Cost; Selection and Staffing; Reports; Technological Innovation; Job Cuts and Outsourcing; Human Capital; Leading Change; Business or Company Management; Goals and Objectives; Growth and Development; Growth and Development Strategy; Management Teams; Brands and Branding; Product Marketing; Consumer Behavior; Demand and Consumers; Media; Distribution; Order Taking and Fulfillment; Distribution Channels; Infrastructure; Product; Service Delivery; Service Operations; Organizational Change and Adaptation; Public Ownership; Problems and Challenges; Programs; Groups and Teams; Sales; Salesforce Management; Strategy; Adaptation; Business Strategy; Competition; Competitive Advantage; Competitive Strategy; Corporate Strategy; Expansion; Technology; Hardware; Information Technology; Internet; Mobile Technology; Online Technology; Search Technology; Software; Web; Web Sites; Wireless Technology; Resource Allocation; Computer Industry; Electronics Industry; Entertainment and Recreation Industry; Information Technology Industry; Retail Industry; Service Industry; Technology Industry; Telecommunications Industry; Video Game Industry; United States; Minnesota; Minneapolis; Saint Paul; St. Paul
- August 2006 (Revised February 2009)
- Case
Tanishq: Positioning to Capture the Indian Woman's Heart
By: Das Narayandas and Kerry Herman
The firm has to choose between an established brand, Tanishq, and a new skunkworks brand, GoldPlus, to go after the Indian plain gold jewelry market: Tanishq, initially targeted at a western customer, has undergone strategic retooling and has currently been... View Details
Keywords: Customers; Brands and Branding; Product Positioning; Segmentation; Apparel and Accessories Industry; India
Narayandas, Das, and Kerry Herman. "Tanishq: Positioning to Capture the Indian Woman's Heart." Harvard Business School Case 507-025, August 2006. (Revised February 2009.)
- June 2025
- Exercise
Full-Funnel Advertising on TikTok: An Experiment (Solution)
By: Jeremy Yang and Ayelet Israeli
TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
- June 2025
- Supplement
Full-Funnel Advertising on TikTok: An Experiment
By: Jeremy Yang and Ayelet Israeli
TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
- July 2018
- Case
Hironobu Tsujiguchi and His Sweet Revolution
By: Boris Groysberg and Naoko Jinjo
Hironobu Tsujiguchi, a Japanese chocolatier, had chosen an unusual path to success as a pastry chef. Instead of spending most of his time in his kitchen and focusing on one or two confectionery categories like most pastry chefs, he chose to work on diverse projects and... View Details
Keywords: Relevance; Entrepreneurship; Diversification; Personal Development and Career; Decision Making; Food and Beverage Industry; Japan
Groysberg, Boris, and Naoko Jinjo. "Hironobu Tsujiguchi and His Sweet Revolution." Harvard Business School Case 419-011, July 2018.
- July 2020
- Teaching Note
Shindigz
By: Frank Cespedes
Teaching Note for HBS Case No. 819-010. Shindigz sells party and celebratory items through its branded direct online channel, third-party retail and wholesale channels, and online marketplaces. Shindigz has for decades successfully executed a premium-priced branded... View Details
- November 2002 (Revised December 2002)
- Case
Calvin Klein, Inc. v. Warnaco Group, Inc.
On May 30, 2000, Calvin Klein, Inc. (CKI) filed suit against Warnaco Group, Inc. and Linda Wachner, its CEO, for breaching its jeanswear licensing and distribution contract and, in so doing, diluting the equity of its brand. On June 26, 2000, Warnaco countered with its... View Details
Keywords: Lawsuits and Litigation; Distribution Channels; Brands and Branding; Manufacturing Industry; Distribution Industry; Apparel and Accessories Industry
Fournier, Susan M., and Jessica Boer. "Calvin Klein, Inc. v. Warnaco Group, Inc." Harvard Business School Case 503-011, November 2002. (Revised December 2002.)
- April 2025
- Article
The Allocation of Socially Responsible Capital
By: Daniel Green and Benjamin N. Roth
Portfolio allocation decisions increasingly incorporate social values. We develop a tractable framework to study how competition between investors to own socially valuable assets affects social welfare. Relative to the most common social-investing strategies, we... View Details
Keywords: Socially Responsible Investing; Investment Portfolio; Welfare; Social Issues; Investment Return
Green, Daniel, and Benjamin N. Roth. "The Allocation of Socially Responsible Capital." Journal of Finance 80, no. 2 (April 2025): 755–781.
Youngme Moon
Youngme Moon is the Donald K. David Professor of Business at Harvard Business School. Professor Moon's research sits at the intersection of brand strategy and culture, with a particular focus on the emergent AI economy. She is the author of the bestselling book,
Keywords: advertising; automobiles; automotive; clothing; communications; computer; consumer products; e-commerce industry; electronics; entertainment; fashion; high technology; home video games; information; information technology industry; internet; marketing industry; music; pharmaceuticals; toy; video games
- November 1994 (Revised September 1996)
- Case
RiceSelect
By: Alvin J. Silk and Mary Shelman
In August 1994, Robin Andrews, President of RiceTec, Inc., faces a critical decision that will affect his firm's future: what policy should RiceTec follow for supplying grocery retailers with private label merchandise? RiceTec, a small privately owned firm engaged in... View Details
Keywords: Cash Flow; Leadership; Growth and Development Strategy; Brands and Branding; Marketing Strategy; Supply Chain Management; Private Ownership; Research and Development; Conflict Management; Agriculture and Agribusiness Industry; Retail Industry
Silk, Alvin J., and Mary Shelman. "RiceSelect." Harvard Business School Case 595-033, November 1994. (Revised September 1996.)
- August 2021 (Revised March 2024)
- Case
Danaher Corporation (Abridged)
By: Bharat Anand, David J. Collis and Sophie Hood
Between 1985 and 2007, Danaher has been one of the best-performing industrial conglomerates in the U.S. This case examines the corporate strategy of this diversified, global corporation. It describes the firm's portfolio strategy and the Danaher Business System—a... View Details
Keywords: Business Conglomerates; Global Strategy; Multinational Firms and Management; Growth and Development Strategy; Corporate Strategy; Value Creation; Mergers and Acquisitions; Competitive Strategy
Anand, Bharat, David J. Collis, and Sophie Hood. "Danaher Corporation (Abridged)." Harvard Business School Case 722-370, August 2021. (Revised March 2024.)
- September 1995 (Revised August 1996)
- Case
Land Rover North America, Inc.
Charles Hughes, president and CEO of Land Rover North America, Inc., is debating product positioning options for the new Land Rover Discovery. The positioning decision must consider the role of the Discovery vis-`a-vis other vehicles in the LRNA line, the brand's... View Details
Keywords: Product Positioning; Consumer Behavior; Brands and Branding; Auto Industry; Retail Industry; North and Central America; United Kingdom
Fournier, Susan M. "Land Rover North America, Inc." Harvard Business School Case 596-036, September 1995. (Revised August 1996.)
- August 2021 (Revised February 2024)
- Case
Perfect Diary (完美日记)
By: Shunyuan Zhang and Sunil Gupta
Jinfeng (David) Huang founded Yatsen Holding Limited in 2016 and launched the first direct-to-consumer (DTC) cosmetic brand, Perfect Diary, in 2017. Perfect Diary used social influencers or key opinion leaders (KOL) to successfully build brand awareness and to grow... View Details
Keywords: Direct-to-consumer; Social Influencers; Marketing; Digital Marketing; Competitive Strategy; Brands and Branding; Expansion; Beauty and Cosmetics Industry; Asia
Zhang, Shunyuan, and Sunil Gupta. "Perfect Diary (完美日记)." Harvard Business School Case 522-030, August 2021. (Revised February 2024.)