Publications
Publications
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- All HBS Web
(357)
- Faculty Publications (73)
- December 2017 (Revised March 2018)
- Case
Kellogg Company/eighteen94 capital
By: David Bell, Damien McLoughlin and Natalie Kindred
With 33,000 employees and revenues of $13 billion in 2016, Kellogg Company was the world’s largest producer of branded packaged cereal and a leader in branded convenience foods. Founded in 1906 and based in Michigan, the company had a proud history of product and... View Details
Keywords: CPG; Consumer Packaged Goods; Cereal; Battle Creek; Michigan; Breakfast; Snack; Agribusiness; Change Management; Growth Strategy; Corporate Venture Capital; Innovation; Startup; Brand; Brand ＆ Product Management; Advertising; Demand and Consumers; Innovation and Invention; Venture Capital; Food; Brands and Branding; Marketing; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States; Michigan; North America
- November 2017 (Revised October 2018)
- Case
Brandless: Disrupting Consumer Packaged Goods
By: Jill Avery
Brandless, an online direct-to-consumer seller of upscale private-label consumer packaged goods, offered consumers a limited assortment of values-conscious products delivered directly to their homes with the simplicity of one fixed $3 price point that promised an... View Details
Keywords: Brand; Brand Management; Retailing; Retailing Industry; Private Label; Direct To Consumer Marketing; Ecommerce; Digital Marketing; Consumer Packaged Goods; Startup; Marketing; Marketing Strategy; Disruption; Food; Product Marketing; Marketing Channels; Consumer Behavior; Brands and Branding; Venture Capital; E-commerce; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States; North America
- November 2017 (Revised November 2021)
- Case
Irene Rosenfeld at Mondelēz International: Crafting a Corporate Strategy
By: Raffaella Sadun, David J. Collis, Amram Migdal and Kerry Herman
The case focuses on Irene Rosenfeld’s tenure as CEO of the global snack food company Mondelēz International. Beginning in 2006, she had led the company through many acquisitions, including France’s LU Biscuit and British confectionery company Cadbury, before, in 2012,... View Details
Keywords: Snack Food; Snack; Global Snacking; Packaged Food; Consumer Packaged; Kraft Foods; Kraft; Agribusiness; Change; Change Management; Corporate Strategy; Transformation; Geography; Geographic Scope; Global Strategy; Leadership; Leadership Style; Leading Change; Management; Business or Company Management; Growth and Development Strategy; Management Style; Marketing; Brands and Branding; Demand and Consumers; Consumer Behavior; Organizational Change and Adaptation; Planning; Strategic Planning; Strategy; Food and Beverage Industry; Illinois
- September 2017 (Revised December 2017)
- Case
Hulu: Redefining the Way People Experience TV
By: Henry W. McGee and Christine Snively
In May 2017, Hulu CEO Mike Hopkins announced the launch of Hulu Live TV, a new offering that would "change the way people experience TV." The new service would allow consumers to bypass traditional cable and satellite delivery and use the Internet to access live... View Details
- May 2017
- Case
Four Products: Predicting Diffusion (2017)
By: John Gourville
One job of product managers, marketers, strategic planners, and other corporate executives is to predict what the demand will be for a new product. This task is easier for certain classes of new products than for others. For new consumer package goods, for instance,... View Details
- January 2017 (Revised January 2017)
- Case
Susan Cassidy at Bertram Gilman International
By: Jeffrey T. Polzer and Michael Norris
In 2016, Susan Cassidy, VP of sales and marketing for the packaged foods division at CPG firm Bertram Gilman International, has to make a promotion decision. Should she choose the person she has been grooming for the position or another candidate recommended by central... View Details
- June 2016
- Supplement
Supply Chain Finance at Procter & Gamble Spreadsheet Supplement
By: Benjamin C. Esty, Scott Mayfield and David Lane
In April 2013, Procter & Gamble (P&G), the world’s largest consumer packaged goods (CPG) company, announced that it would extend its payment terms to suppliers by 30 days. At the same time, P&G announced a new supply chain financing (SCF) program giving suppliers the... View Details
Keywords: Working Capital; Supply Chain Finance; Corporate Treasury; Consumer Packaged Goods; Value Creation; Supply Chain; Supplier Relationships; Banking; Liquidity; Accounts Payable; Accrual Accounting; Financial Reporting; Cash Flow; Cost Management; Banks and Banking; Financial Strategy; Multinational Firms and Management; Supply Chain Management; United States; Brazil
- May 2016 (Revised May 2017)
- Case
Supply Chain Finance at Procter & Gamble
By: Benjamin C. Esty, E. Scott Mayfield and David Lane
In April 2013, Procter & Gamble (P&G), the world’s largest consumer packaged goods (CPG) company, announced that it would extend its payment terms to suppliers by 30 days. At the same time, P&G announced a new supply chain financing (SCF) program giving suppliers the... View Details
Keywords: Working Capital; Supply Chain Finance; Corporate Treasury; Consumer Packaged Goods; Supply Chain; Supplier Relationships; Banking; Liquidity; Accounts Payable; Financial Reporting; Cash Flow; Cost Management; Banks and Banking; Financial Strategy; Multinational Firms and Management; Supply Chain Management; Accrual Accounting; Value Creation; Consumer Products Industry; Consumer Products Industry; United States; Brazil
- March 2016
- Teaching Note
Catalina in the Digital Age
By: Uma R. Karmarkar and Robert J. Dolan
"Catalina in the Digital Age" considers how a company with a dominant market position should evolve its established product lines given the rise of novel digital technologies. Since its founding in 1983, Catalina had enjoyed a distinct position in the world of consumer... View Details
- January 2014
- Case
CleanSpritz
By: John A. Quelch and Alisa Zalosh
Sales of CleanSpritz all-purpose cleaning spray have been steadily declining for the past five years, and management believes the decline correlates to a growing environmental concern among U.S. consumers. CleanSpritz's management is considering several options to... View Details
- January 2014 (Revised January 2015)
- Case
Reinventing Adobe
By: Sunil Gupta and Lauren Barley
By 2013, Adobe had reinvented itself from a publisher of popular software such as Photoshop and Acrobat to a digital marketing and digital media company. In May 2013, the company decided to stop selling its software as a package in favor of Creative... View Details
- January–February 2014
- Other Article
Barriers to Health Care Innovation: Regina Herzlinger Warns That Innovators Need to Know What Obstacles They Face and How to Overcome Them
Health care in the United States and in most other developed countries is ailing, says Regina E. Herzlinger. A chaired professor of business administration specializing in health care at Harvard Business School, Herzlinger says that although the world has witnessed... View Details
- August 2013 (Revised August 2014)
- Case
Catalina In the Digital Age
By: Robert J. Dolan and Uma R. Karmarkar
Catalina in the Digital Age considers how a company with a dominant market position should evolve its established product lines given the rise of novel digital technologies. Since its founding in 1983, Catalina had enjoyed a distinct position in the world of consumer... View Details
- January 2012
- Teaching Note
Best Practice in Consumer Packaged Goods Management (TN)
By: Rebecca M. Henderson and Ryan Johnson
Keywords: Consumer Products Industry
- December 2011
- Case
Roger Caracappa: Package Deals for the Estée Lauder Companies
Roger Caracappa must negotiate a cost-saving, innovative proposal from a potential French supplier that could displace the otherwise satisfactory, long-time incumbent supplier. Shortly after being promoted to executive vice president of the Estée Lauder Companies with... View Details
- June 2011 (Revised May 2012)
- Case
Nestlé SA: Nutrition, Health and Wellness Strategy
By: Rebecca M. Henderson and Ryan Johnson
In 1997 Nestlé committed to a strategic vision of becoming the leading nutrition, health and wellness (NHW) company in the world. Over the next 13 years, the NHW strategy guided strategic decisions and choices at Nestlé including merger and acquisition choices,... View Details
- December 2010
- Case
Digital Divide
By: Sunil Gupta
In November 2010, Charles Henry, chief marketing officer of a major consumer packaged goods company, was trying to convince his senior managers to enhance the digital presence of the company's brands by significantly increasing their online marketing budget. However,... View Details
- April 2010
- Case
Metabical: Pricing, Packaging, and Demand Forecasting Recommendations for a New Weight Loss Drug
By: John A. Quelch and Heather Beckham
Metabical is a new weight loss drug from Cambridge Sciences Pharmaceuticals intended for moderately overweight individuals. In anticipation of final FDA approval, the senior director of marketing, Barbara Printup, prepares for the product launch and must make several... View Details
- February 2010 (Revised April 2010)
- Case
China: Getting Richer Still
By: Diego A. Comin and Richard H. K. Vietor
In the last quarter of 2009, China's GDP growth rate again approached 10%. While the global financial crisis had certainly hurt - causing layoffs of as many as 20 million factory workers - a huge stimulus package on top of continuing domestic demand had restored... View Details
- December 2009 (Revised June 2010)
- Case
Ebro Puleva
By: David E. Bell, Antonio Garcia de Castro, Rocio Reina Paniagua and Mary Louise Shelman
Once Spain's largest sugar company, Ebro Puleva has been transformed through a series of international acquisitions into the world's largest package rice company and second largest pasta company. In 2009, Chairman Antonio Hernandez Callejas must decide how to proceed... View Details