Auto Brand - Publications - Faculty & Research

11 Dec 2012
First Look

First Look: Dec. 11

Transworld Auto Parts had to implement its new strategy flawlessly to survive the auto industry upheaval. The new CEO asked her leadership team to craft strategy maps and balanced scorecards to help each... View Details

Keywords: Sean Silverthorne

Web

Podcast - Business & Environment

for Europe’s EV auto manufacturers. They'll discuss Northvolt’s efforts to build government partnerships, hire the right people, and attract financing in order to scale rapidly. Guest/Host: Brian Kenny, Chief Marketing and Communications... View Details

Web

Europe - Global

Case Featured on Cold Call What does it take for a legendary brand like Porsche to stay ahead in a rapidly evolving auto industry? In this Cold Call episode, Harvard Business School Professor Stefan Thomke... View Details

22 May 2017
Lessons from the Classroom

A Luxury Industry Veteran Teaches the Importance of Aesthetics to Budding Business Leaders

to the judges—five teams in each of the two class sessions that Brown taught this spring. Ideas included ways to revive existing luxury brands (marketing diamonds Shreve, Crump & Low to a younger audience, for example) as well as ways... View Details

Keywords: by Carmen Nobel; Auto; Auto; Auto; Auto

08 Apr 2019
Sharpening Your Skills

The Life of Luxury and How to Sell It

lucrative but often confusing dynamics of the luxury market. Harvard Business School researchers have studied the trends to answer a number of questions. Does a prestige brand like Longchamp dilute its aura by selling an affordable... View Details

Keywords: by Sean Silverthorne; Auto; Auto; Auto

29 Aug 2018
What Do You Think?

What Should Harley-Davidson’s Management Do?

motorcycles that are substantially less cost.” Peter Barnet, similarly concerned about too much time spent on tariff reduction, suggested that the Company “create a flanking brand that is not the full Harley Davidson Hog and is ‘designed... View Details

Keywords: by James Heskett; Auto

01 Nov 2011
First Look

First Look: Nov. 1

he contemplated the position his business unit found itself in: a latecomer. As a state-owned enterprise, Dongfeng had entered into numerous joint ventures to produce automobiles under foreign brands, but its foray into selling vehicles under its own View Details

Keywords: Sean Silverthorne

Web

Winners & Runners-Up | New Venture Competition

Health helps doctors select the healthiest embryo(s) for assisted reproductive therapy. Darza Yazan Halwani, MBA 2020 Business Track Runner-Up DARZA is a new e-commerce fashion brand that provides the best online shopping fashion... View Details

27 Feb 2017
Research & Ideas

Reputation is Vital to Survival in Turbulent Markets

Equally, it is evident that major reputational crises can inflict major damage on corporations in developed markets. One only has to think of the ongoing damage to the German auto manufacturer VW caused by the emissions scandal. However,... View Details

Keywords: by Sean Silverthorne

15 Oct 2007
Research & Ideas

Businesses Beware: The World Is Not Flat

fundamental building blocks of the company's strategy. “The idea is to help businesses cross borders profitably by seeing the world as it really is.” Note that Toyota's starting point is not a grand, longer-term vision of some distant globality when View Details

Keywords: by Martha Lagace

18 Nov 2010
Research & Ideas

GM’s IPO: Back to the Future

investment banking--give their points of view. Joseph Bower, Baker Foundation Professor The GM IPO represents the beginning of the end of a remarkable piece of intervention by the Obama administration. The government's involvement in the US View Details

Keywords: by Staff; Auto

05 Sep 2006
Research & Ideas

HBS Cases: Porsche’s Risky Roll on an SUV

turnaround—form the basis for a terrific debate on the importance of brand and location, according to Jeffrey Fear, an associate professor, and Carin-Isabel Knoop, executive director of the HBS Global Research Group. The two resulting... View Details

Keywords: by Martha Lagace; Auto; Auto

Profile

Juan Camargo

When the 2014 Cadillac ELR—the carmaker's new electric luxury vehicle—rolled onstage at the Detroit auto show earlier this year, Juan Camargo (MBA 2012) sat in the fourth row, beaming. And it wasn't just because, as assistant marketing... View Details

Keywords: Manufacturing; Technology; Consumer Products

19 Mar 2008
Research & Ideas

Finding Success in the Middle of the Market

(for economic reasons) or decide to (for lifestyle reasons) to trade down. General Motors and Ford used to control midfield in the U.S. auto market with the Chevrolet Malibu and the Ford Taurus. Nowadays, the Toyota Camry controls... View Details

Keywords: by John Quelch; Auto; Auto

05 Jul 2011
News

Driving Innovation

Stewart: Helping brands navigate the complexities of today’s media. Photo courtesy Bonita Stewart What can a high-flying, high-tech giant learn about marketing from an industry that is about as nuts-and-bolts as you can get? Plenty, if... View Details

Keywords: News, Library, Internet, and Other Services; Information

22 Feb 2010
Op-Ed

Tragedy at Toyota: How Not to Lead in Crisis

Toyota's ever-widening problems are a tragic case study in how not to lead in crisis. Under the media spotlight, Toyota CEO Akio Toyoda, grandson of the founder, went into hiding and sent American CEO Jim Lentz to make apologies. (Editor's note: Toyoda has agreed to... View Details

Keywords: by William George; Auto

June 2005
Case

CarMax

By: Rajiv Lal and David Kiron

Carmax is the largest multi-market used car dealer in the U.S., and has no format-to-format competitor in the $375 billion used car market. CarMax is trying to do what some analysts believed to be impossible: sell used cars profitably on a national scale, and at the... View Details

Keywords: Profit; Brands and Branding; Digital Platforms; Segmentation; Auto Industry

Citation

Educators

Purchase

Profile

Laura Sandoval

janitor in an auto shop. It took him seven years to get his residency.” Laura seized every educational opportunity she had. At the University of Florida, she considered a career in law, but later developed an interest in marketing. With... View Details

October 2010 (Revised January 2011)
Case

Toyota Recalls (A): Hitting the Skids

By: John A. Quelch, Carin-Isabel Knoop and Ryan Johnson

In the fall of 2009, Toyota Motor Corporation, once revered for its commitment to quality and reliability, faced a highly publicized series of recalls in the United States representing approximately a year's worth of sales in one of its most important markets. While... View Details

Keywords: Communication Strategy; Crisis Management; Brands and Branding; Quality; Public Opinion; Auto Industry; Japan; United States