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April 2015
Case

Dutch Bros. Coffee: A Compelling Future

By: Joshua Margolis and Christine Snively

Travis Boersma, co-founder and President of the Dutch Bros. coffee chain, faces three operational decisions that will shape the company's growth trajectory and distinctive culture. First, should they offer a specialty coffee at a subset of their stores in one region... View Details

Keywords: Culture And Community; Service Management; Retail; Food; Managing Growth; Family Business; Small Business; Leadership; Culture; Food and Beverage Industry; Oregon

November 2018 (Revised February 2019)
Case

Israel at 70: Is it Possible to (re)Brand a Country?

By: Elie Ofek and Sarah Gulick

In the spring of 2018, Israel was set to celebrate its 70th anniversary. While there was much to rejoice in reaching this milestone, the country’s brand image internationally was far from ideal. Past efforts to impact perceptions of Israel, spearheaded by the Ministry... View Details

Keywords: Branding; Brand Management Of Places; Nation Branding; Brand Positioning; Public Diplomacy; Marketing Communication; Brands and Branding; Marketing Communications; Perception; Change; Israel

2016
Article

Android and Competition Law: Exploring and Assessing Google's Practices in Mobile

By: Benjamin Edelman and Damien Geradin

Since its launch in 2007, Android has become the dominant mobile device operating system worldwide. In light of this commercial success and certain disputed business practices, Android has come under substantial attention from competition authorities. We present key... View Details

Keywords: Android; Antitrust; Competition Policy; Exclusion; Mobile Communication Devices; Remedies; Tying; Technology Platform; Competition; Monopoly; Policy; Mobile Technology; Telecommunications Industry

April 2014
Article

Who Lives in the C-Suite? Organizational Structure and the Division of Labor in Top Management

By: Maria Guadalupe, Hongyi Li and Julie Wulf

Top management structures in large U.S. firms have changed significantly since the mid-1980s. While the size of the executive team—the group of managers reporting directly to the CEO—doubled during this period, this growth was driven primarily by an increase in... View Details

Keywords: Communication; Functions; Centralization; M-form; Hierarchy; Top Management Team; C-Suite; Activities; Organizational Change and Adaptation; Diversification; Managerial Roles; Organizational Design; Information Technology; Organizational Structure; Management Teams; United States

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2015
Working Paper

Online Word of Mouth and Product Review Disagreement

By: Frank Nagle and Christoph Riedl

Studies of online word of mouth have frequently posited―but never systematically conceptualized and explored―that the level of disagreement between existing product reviews can impact the volume and the valence of future reviews. In this study we develop a theoretical... View Details

Keywords: Online Word Of Mouth; Online Communities; Viral Marketing; Online Product Reviews; Quality; Internet and the Web; Consumer Behavior; Marketing Reference Programs; Social and Collaborative Networks; Digital Marketing; Analytics and Data Science

June 2014
Article

Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims

By: Susan E. Heckler, Kevin L. Keller, Michael J. Houston and Jill Avery

Two experiments are reported that examine the effects of an ad campaign designed to link two different benefit claims to a brand. The findings indicated that recall for a subsequently advertised claim depended on the strength of existing brand-benefit links in memory.... View Details

Keywords: Marketing Communication; Brand Building; Brand Management; Brands; Advertising; Consumer Psychology; Advertising Campaigns; Brands and Branding; Marketing Communications; Consumer Behavior; Marketing Strategy; Advertising Industry; Consumer Products Industry

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Article

Why, When, and How Much to Entertain Consumers in Advertisements?: A Web-based Facial Tracking Field Study

By: Thales Teixeira, Rosalind Picard and Rana el Kaliouby

The presence of positive entertainment (e.g., visual imagery, upbeat music, humor) in TV advertisements can make them more attractive and persuasive. However, little is known about the downsides of using too much entertainment. This research focuses on why, when, and... View Details

Keywords: Face-tracking; Entertainment; Television; Purchase Intent; Commercials; Facial Expressions; Marketing Communication; Advertising; Television Entertainment; Marketing; Advertising Industry

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June 2020
Teaching Note

Global Brand Management of Anheuser Busch InBev's Budweiser

Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was feeling the pressure to finalize a global brand strategy that would define... View Details

Keywords: Brand Management; Global Brands; Brand Equity; Brand Storytelling; Brand Communication; Brand Positioning; Marketing; Brands and Branding; Marketing Communications; Global Strategy; Food and Beverage Industry; Consumer Products Industry; United States; China; Africa; Latin America

2016
Working Paper

Android and Competition Law: Exploring and Assessing Google's Practices in Mobile

By: Benjamin Edelman and Damien Geradin

Since its launch in 2007, Android has become the dominant mobile device operating system worldwide. In light of this commercial success and certain disputed business practices, Android has come under substantial attention from competition authorities. We present key... View Details

Keywords: Android; Antitrust; Competition Policy; Exclusion; Mobile Communication Devices; Remedies; Tying; Two-Sided Platforms; Lawfulness; Internet; Mobile Technology; Wireless Technology; Information Technology Industry; Telecommunications Industry

February 2011
Case

Jamie Turner at MLI, Inc.

By: John J. Gabarro and Colleen Kaftan

The case describes the evolution of an interpersonal mismatch between a previously successful manager, Jamie Turner, and his new boss, Pat Cardullo. Turner, a 32-year-old MBA graduate, has been recruited by Cardullo to be vice president of marketing and sales at Modern... View Details

Keywords: Communication; Interpersonal Relations; Superior ＆ Subordinate; Micro Organizational Behavior; Performance Management; Personal Strategy ＆ Style; Management Style; Conflict Management; Interpersonal Communication; Employee Relationship Management; Rank and Position; Performance; Communication Strategy; Personal Development and Career; Acquisition; Distribution Industry; Consumer Products Industry; San Diego; Chicago

January 2017
Case

SoulCycle

By: David Collis, Eric Van den Steen and Ashley Hartman

Co-founders Julie Rice and Elizabeth Cutler have grown SoulCycle from a business idea in 2006 to a major presence among urban boutique fitness studios in 2015. In March 2015, fitness company Equinox approaches them with an offer to buy them out. Evaluating the offer... View Details

Keywords: SoulCycle; Flywheel; Spinning; Indoor Cycling; Boutique Fitness; Fitness; Health Clubs; Community Engagement; Strategy; Business Strategy; Corporate Strategy; Expansion; Competitive Advantage; Competitive Strategy; Segmentation; Health Industry; Sports Industry

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

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September 2014 (Revised January 2017)
Teaching Note

Access Health CT: Marketing Affordable Care (A) & (B)

By: John A. Quelch

Keywords: Affordable Care Act (ACA); Marketing Communications; Market Segmentation; Marketing Management; Startup Management; Analysis; Innovation and Invention; Marketing; Measurement and Metrics; Outcome or Result; Performance; Strategy; Health Industry; Insurance Industry; North and Central America

February 2015
Case

Transforming Verizon 2015: Going Above the Network

By: Rosabeth Moss Kanter and Daniel Fox

In 2015, the Chairman and CEO of Verizon Communications reflects on his four years leading the company and considers strategic repositioning for the future. Meanwhile, a rising leader within the organization, Marni Walden, leads change with a new, company-wide product... View Details

May 2021 (Revised May 2022)
Case

Headspace vs. Calm: A Mindful Competition

By: Ayelet Israeli and Anne Wilson

By 2021, the mindfulness app wars reached their apex. Over 2,000 meditation apps were available to consumers, but two apps, Headspace and Calm, dominated the space, jointly holding about 70% of the total market. Headspace had established itself as the approachable... View Details

Keywords: Marketing Communication; Integrated Strategy; Brand; Brand ＆ Product Management; Brand Communication; Brand Differentiation; Brand Building; Brand Management; E-Commerce Strategy; Ecommerce; App; App Development; Applications; COVID; COVID-19; Pandemic; Pricing; Pricing Strategy; Subscription Model; Subscription; Partnerships; Strategic Partnerships; B2B Vs. B2C; B2B; Health ＆ Wellness; Wellbeing; Digitization; Commoditization; Mobile App; Mobile App Industry; Mobile Healthcare; Mobile Marketing; Digital Brand; Digital Health; Consumer Health; Apps; Online Business; Online Competition; Online Community; Online Entertainment; Entertainment And Leisure; Meditation; Marketing; Marketing Communications; Brands and Branding; Price; Strategy; Competition; Competitive Strategy; Competitive Advantage; Partners and Partnerships; Health; Well-being; Mobile and Wireless Technology; Communication; Communication Strategy; Disruption; Consumer Behavior; Digital Marketing; E-commerce; Applications and Software; Communications Industry; Communications Industry; Communications Industry; United States; North America; United Kingdom

March 2013
Case

Robin Ash and Printzhof Press

By: Frank V. Cespedes and Lynda St. Clair

Robin Ash has just been promoted to Chief Operating Officer of Printzhof Press and Vice President of its parent company, Education and Entertainment Holdings, Inc. Her first objective is to create an action plan that will achieve two seemingly contradictory corporate... View Details

Keywords: United States; Organizational Change; Management Styles; General Management; Change Management; Morale; Communication; Human Resource Management; Book Publishing; Information Technology; Organizational Change and Adaptation; Conflict Management; Leading Change; Competitive Strategy; Organizational Culture; Planning; Education Industry; Publishing Industry

September 2018
Article

Do Experts or Crowd-Based Models Produce More Bias? Evidence from Encyclopædia Britannica and Wikipedia

By: Shane Greenstein and Feng Zhu

Organizations today can use both crowds and experts to produce knowledge. While prior work compares the accuracy of crowd-produced and expert-produced knowledge, we compare bias in these two models in the context of contested knowledge, which involves subjective,... View Details

Keywords: Online Community; Collective Intelligence; Wisdom Of Crowds; Bias; Wikipedia; Britannica; Knowledge Production; Knowledge Sharing; Knowledge Dissemination; Prejudice and Bias

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February 2013 (Revised April 2013)
Case

Monique Leroux: Leading Change at Desjardins

By: Rosabeth Moss Kanter and Ai-Ling Jamila Malone

Monique Leroux led a major transformation, overcoming resistance, at a large Canadian financial cooperative based in Quebec that competed with top Canadian banks. Leroux was elected in 2008 as Chairman, President, and CEO of Desjardins Group. In order to compete... View Details

Keywords: Change Barriers; Leadership; Women And Leadership; Cooperatives; Social Enterprise; Financial Firms; Communication Strategy; Change Management; Transformation; Communication; Financial Services Industry; Canada

November 2020
Case

Wilderness Safaris: Responses to the COVID-19 Crisis

By: James E. Austin, Megan Epler Wood and Herman B. "Dutch" Leonard

This case is an epilogue to “Wilderness Safaris: Impact Investing and Ecotourism Conservation in Africa” (2-321-020), which ends with the emergence of the pandemic in March 2020. The final discussion area for that case can be “What should Wilderness Safari CEO Keith... View Details

Keywords: Communities; COVID-19; Ecotourism; Travel; Travel Industry; Conservation Planning; Reopening; Investor Relations; Project Strategy; Governance; Decision Making; Cash; Health Pandemics; Business and Shareholder Relations; Tourism Industry; Africa

Teaching Interest

Developing Yourself as a Leader

By: Ethan S. Bernstein

This course is an online leadership development program for the next generation of leaders (high-potential emerging leaders with rougly 7-15 years of work experience). Over 12 dynamic, high-impact weeks, a cohort of emerging leaders from around the globe engages... View Details

Keywords: Leadership; Leadership Development And Career Planning; Self-assessment; Self-awareness; Design Thinking; Communication; Career Advancement; Leadership Development; Personal Development and Career

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