Brand Strategy - Publications - Faculty & Research - Harvard Business School

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April 1998
Case

E! Online (A): www.eonline.com

By: Jeffrey F. Rayport

E! Online is the on-line brand extension of the cable-TV channel dedicated to entertainment news. E! Online must compete with other entertainment sites on the web, as well as create synergy between E! Online and E! Entertainment Television in order to build a... View Details

Keywords: Competition; Internet and the Web; Service Operations; Television Entertainment; Brands and Branding; Entertainment and Recreation Industry

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09 Nov 2010
First Look

First Look: November 9, 2010

positioning of its mixed bag of brands. After launching an economy and an upscale brand, it dithered over the launch of its upper upscale and luxury brands. The case illustrates the marketing and organizational challenges of a hybrid View Details

Keywords: Sean Silverthorne

10 Sep 2008
Research & Ideas

Long-Tail Economics? Give Me Blockbusters!

by focusing on bigger films that require a bigger commitment." Jeff Robinov believes in blockbusters and his strategy is to create more of them. The pharmaceutical and entertainment industries are similar. R&D costs in both are... View Details

Keywords: by John Quelch; Entertainment & Recreation; Pharmaceutical

12 Feb 2013
First Look

First Look: Feb. 12

Cost-Benefit Analysis in Environmental Policy Abstract We conducted an analysis that explores the merits of a low-carbon development strategy for Liberia. This chapter describes both our cost-benefit analysis initiative and a plausible... View Details

Keywords: Sean Silverthorne

January 2008 (Revised February 2011)
Case

Club Atlético Boca Juniors

By: Anita Elberse, Alberto Ballve and Gustavo Herrero

Club Atlético Boca Juniors is the most popular soccer club in Argentina and one of the most decorated clubs in the world. Throughout its storied history, the club has recruited and developed dozens of star players. In his eleven years at Boca Juniors, president... View Details

Keywords: Business Model; Talent and Talent Management; Globalized Markets and Industries; Brands and Branding; Marketing Strategy; Sports; Sports Industry; Argentina

May 2002 (Revised May 2003)
Case

Sa Sa Cosmetics

By: David E. Bell and Iris T. Li

Sa Sa Cosmetics has had spectacular success as a low-price retailer of branded cosmetics. But recently, growth has slackened. What are the causes? This case describes recent strategic initiatives and provides market research data to aid the students in diagnosis. View Details

Keywords: Crisis Management; Management Analysis, Tools, and Techniques; Brands and Branding; Marketing Strategy; Distribution; Beauty and Cosmetics Industry; Fashion Industry

November 2004
Case

Innocent Drinks

By: William A. Sahlman and Dan Heath

The three founders of a London-based, start-up smoothie company must decide between three growth options: expansion of the existing product line into Europe, extension of the brand into other product categories, or continued organic growth within the United Kingdom. View Details

Keywords: Growth Management; Expansion; Business Growth and Maturation; Industry Growth; Corporate Entrepreneurship; Corporate Finance; Brands and Branding; Food and Beverage Industry; United Kingdom; Europe

April 2017
Supplement

Imprimis (D)

By: Ramon Casadesus-Masanell, Karen Elterman and Marc Appel

This case is a supplement to Imprimis (A, B, & C). It describes Imprimis’s 2015 decision to develop a $1 per pill compounded alternative to Daraprim, the branded drug that had recently undergone an extreme price hike, raising its price to $750 per pill. Imprimis also... View Details

Keywords: Decision Choices and Conditions; Growth and Development Strategy; Pharmaceutical Industry; United States

October 2021 (Revised December 2021)
Case

PhonePe: Democratizing Payments in India

By: Michael Chu and Rachna Tahilyani

The co-founders of PhonePe, India’s leading digital payment platform are considering pursuing various growth opportunities in a huge country just entering the digital age. In a highly competitive industry, the founders are keenly aware that making the right choices is... View Details

Keywords: Digital Platform; Digital Banking; Business Strategy; Growth and Development Strategy; Decision Choices and Conditions; Corporate Entrepreneurship; Digital Platforms; Financial Services Industry; Asia; India

June 2024 (Revised August 2024)
Case

Revlon India's Turnaround: Navigating Online-Offline Decisions Using a Balanced Scorecard

By: Tatiana Sandino and Samuel Grad

Revlon India was founded as a joint venture in 1995, pairing the industrial conglomerate UMG with the global beauty brand Revlon, Inc. to bring international color cosmetics to India. After growing rapidly and pioneering the Beauty Advisor (BA) model in India, the... View Details

Kym Lew Nelson

Kym Lew Nelson joined the NOM unit of the Harvard Business School as a Visiting Lecturer in January of 2020. In July of 2020, she became a Senior Lecturer in the Negotiations unit. Prior to joining the faculty, Kym was a guest lecturer in the Negotiations class at... View Details

July 2009 (Revised August 2010)
Case

Radiant Cosmetics: What's in a Pout?

By: Robert C. Pozen and Mary Ellen Webster Hammond

In 2006, Radiant Cosmetics president and CEO, Margaret Clark, was contemplating the launch of a new, lip-plumping product called "Four Carat Pout." Clark faced many decisions concerning the launch: marketing the product as a luxury brand or a retail item; how to... View Details

Keywords: Global Strategy; Globalized Markets and Industries; Intellectual Property; Marketing Strategy; Product Marketing; Product Launch; Product Positioning; Beauty and Cosmetics Industry

March 2004 (Revised November 2012)
Teaching Note

P&G Japan: The SK-II Globalization Project (TN)

By: Christopher A. Bartlett

Traces changes in P&G's international strategy and structure, culminating in Organization 2005, a reorganization that places strategic emphasis on product innovation rather than geographic expansion and shifts power from local subsidiary to global business management.... View Details

Keywords: Business Subsidiaries; Trade; Globalization; Global Strategy; Innovation Strategy; Business or Company Management; Beauty and Cosmetics Industry; Consumer Products Industry; Hong Kong; Japan; Taiwan; Europe

October 1996 (Revised February 1997)
Case

Saturn Corporation in 1996

Briefly describes the competitive position of the Saturn Corp. in 1996. General Motors has recently announced plans to introduce a mid-sized model under the Saturn brand name. Also provides an update on Saturn's small-car position. View Details

Keywords: Product Positioning; Competitive Advantage; Auto Industry; United States

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October 1995
Case

Robert Mondavi Corporation

By: Ray A. Goldberg and Thomas N. Urban Jr

As the Mondavi Corp. moves from a private to a public company and increases the number of types of wine it sells, how does it position itself in various segments of the market and what brand and distribution system is most important? View Details

Keywords: Globalized Markets and Industries; Brands and Branding; Distribution; Product Positioning; Going Public; Expansion; Change; Food and Beverage Industry

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July 2022
Teaching Note

Arçelik (A), (B): From a Dealer Network to an Omnichannel Experience

By: Ayelet Israeli, Fares Khrais and Menna Hassan

Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in... View Details

October 2016 (Revised April 2018)
Case

DataXu: Selling Ad Tech

By: Frank V. Cespedes, John Deighton, Lisa Cox and Olivia Hull

DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a... View Details

Keywords: Sales Management; Pricing; Programmatic Ad Buying; ＂Marketing Analytics＂; Advertising Technology; Sales; Digital Marketing; Marketing Strategy; Advertising Campaigns; Product Launch; Product Positioning; Media; Technology Industry; Advertising Industry; Boston; Massachusetts

March 1999 (Revised July 1999)
Case

Crunch

By: Paul W. Marshall and Jeremy Dann

Entrepreneur Doug Levine runs a fitness company with an incredibly powerful brand. His company leverages the brand to expand, both in terms of facilities and lines of business. But he may need to make significant organizational changes in order to continue the growth. View Details

Keywords: Buildings and Facilities; Organizational Change and Adaptation; Expansion; Business Growth and Maturation; Business Startups; Brands and Branding; Service Industry; Health Industry

September 1990 (Revised November 1994)
Case

Kao Corp.

By: John A. Quelch

As the Japanese diaper market expands, Kao management must determine its response to new product introductions by its two major competitors. Options include launching a new premium priced brand or a new low priced brand, or increasing advertising and promotion... View Details

Keywords: Competition; Marketing Strategy; Industry Growth; Product Launch; Brands and Branding; Consumer Products Industry; Japan

January 1998
Case

Frontgate Catalog

By: Jeffrey F. Rayport

Frontgate is a high-end, Lebanon, Ohio-based catalog business. The decision makers are trying to determine how much financial and personnel resources to invest in the development of a Web site. The decision is being made in light of branding issues and competitor's Web... View Details

Keywords: Customer Relationship Management; Competition; Internet and the Web; Brands and Branding; Retail Industry; Ohio

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