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  • September 2005 (Revised March 2007)
  • Case

Lifefont: The Case for RetailDriver

Examines how Lifefont (pseudonym), a multidivisional consumer packages goods company, develops a system to manage and measure the impact of promotional events in retail outlets. View Details
Keywords: Framework; Change Management; Compensation and Benefits; Cost vs Benefits; Growth Management; Management Analysis, Tools, and Techniques; Customer Relationship Management; Product Marketing; Salesforce Management; Advertising; Management Systems; Information Technology; Retail Industry
Related
  • January 2000 (Revised November 2001)
  • Case

Mavesa (A): Business Strategy Amid Economic and Political Turmoil

Examines Mavesa's response to external liberalization in 1989. The consumer packaged goods firm, which had been extensively vertically integrated, completely revamps its business strategy in the 1990s. View Details
Keywords: Risk and Uncertainty; Economy; Business Strategy; Government and Politics
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  • 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
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  • November 1998 (Revised October 2003)
  • Case

Mike Winsor: A Career in Marketing

By: Robert J. Dolan
An MBA student has received an offer to join Kraft Foods, a leading consumer packaged goods firm. This unit is a wholly owned subsidiary of a holding company whose other major subsidiary is a leading cigarette manufacturer. The case raises ethical issues of marketing. View Details
Keywords: Marketing; Ethics
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  • 29 Jun 2021
  • Cold Call Podcast

Procter & Gamble’s Lean Innovation Transformation

Keywords: Re: Emily Truelove; Consumer Products
  • December 2022 (Revised January 2023)
  • Case

Cann: High Hopes for Cannabis Infused Beverages

By: Ayelet Israeli and Anne V. Wilson
Founded in 2018 by Jake Bullock and Luke Anderson, Cann sold “social tonics,” or cannabis-infused beverages. By 2022, the company had several notable celebrity investors and talent partners, had sold over 10 million beverages to consumers, was distributing in six... View Details
Keywords: Stigma; Product Innovation; Product Introduction; Product Differentiation; New Products; New Product Marketing; New Product Management; Brand Management; Branding; Packaging; Positioning; Growth Strategy And Execution; Growth; Cannabis Industry; Purpose; Purpose Brands; LGBTQ; Direct-to-consumer; DTC; Regulations; Channels Of Distribution; Product Development; Product Marketing; Product Positioning; Product; Innovation and Invention; Brands and Branding; Marketing; Marketing Communications; Marketing Channels; Advertising; Advertising Campaigns; Digital Marketing; Market Entry and Exit; Governing Rules, Regulations, and Reforms; Consumer Products Industry; Consumer Products Industry; United States; Canada; North America
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  • 01 Oct 2012
  • Research & Ideas

Better by the Bundle?

are especially suitable for bundling. It also helps if the bundled products work well together, he says. For example, luxury cars such as BMW are often coupled with packages of options that work well together, essentially a mixed bundle.... View Details
Keywords: by Dina Gerdeman
  • October 2002 (Revised December 2003)
  • Case

eShip-4U

By: Roy D. Shapiro and Timothy M. Laseter
eShip is a small Israeli start-up with a potentially exciting new concept for the residential package-delivery value chain--the Automatic Delivery Machine (ADM). Much like today's ubiquitous ATMs, ADMs would allow consumers to have parcels delivered to a nearby ADM... View Details
Keywords: Business Startups; Business Model; Service Operations; Logistics; Corporate Strategy; Information Technology; Competitive Strategy; Value Creation; Saving; Innovation and Invention; Transportation Industry; Service Industry; Shipping Industry; Israel; United States
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  • 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
Keywords: Budgets and Budgeting; Digital Marketing; Marketing Communications; Marketing Strategy; Information Technology
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  • 05 Jun 2017
  • Working Paper Summaries

Cellophane, the New Visuality, and the Creation of Self-Service Food Retailing

Keywords: by Ai Hisano; Food & Beverage
  • 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

By: Regina E. Herzlinger
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
Keywords: Healthcare; Healthcare IT; Innovation; Health Care and Treatment; Health; Information Technology; Innovation and Invention; Health Industry; Technology Industry; United States
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  • 2001
  • Book

Giants of Enterprise: Seven Business Innovators and the Empires They Built

By: R. S. Tedlow
From the table of contents: Andrew Carnegie: From Rags to Richest; George Eastman and the creation of a mass market; Henry Ford: The Profits and the Price of Primitivism; Thomas J. Watson Sr. and American salesmanship; Charles Revson and Revlon: Consumer Packaged Goods... View Details
Keywords: Business History
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  • 16 Jun 2008
  • Research & Ideas

Seven Tips for Managing Price Increases

yourself paying more attention to the prices of everything you buy? You are not alone. Consumers everywhere are more price aware. People who've been indifferent to price increases for years are suddenly amazed at what things now cost. How... View Details
Keywords: by John Quelch
  • March 2016
  • Supplement

Advertising Experiments at RestaurantGrades

By: Weijia Dai, Hyunjin Kim and Michael Luca
This exercise provides students with a data set consisting of results from a hypothetical experiment, and asks students to make recommendations based on the data. Through this process, the exercise teaches students to analyze, design, and interpret experiments. The... View Details
Keywords: Experimental Methods; Analytics; Web Technology; Marketing; Digital Marketing; Analysis; Performance Effectiveness; Social Media
Related
  • 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
Keywords: Nutrition; Health; Growth and Development Strategy; Decision Choices and Conditions; Goals and Objectives; Value Creation; Food and Beverage Industry
Related
  • 2017
  • Working Paper

Cellophane, the New Visuality, and the Creation of Self-Service Food Retailing

By: Ai Hisano
This working paper examines how innovations in transparent packaging, specifically cellophane in the mid-twentieth century United States, helped retailers create full self-service merchandising systems, including selling perishable food. While self-service stores began... View Details
Keywords: Food; Product Marketing; Business History; Food and Beverage Industry; United States
Related
  • 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
Keywords: Big Data; Digital Technologies; Marketing; Customer Relationship Management; Consumer Behavior; Analytics and Data Science
Related
  • 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
Keywords: Coupons; Information Technology; Customer Relationship Management; Consumer Behavior; Product Marketing; Retail Industry
Related
  • February 2024
  • Case

Adventures Inc: 21st Century Brand Building

By: Boris Groysberg and Sarah L. Abbott
Founded in 2020, Adventures worked with celebrities in Brazil to create and launch digitally native brands. The idea was to match the celebrity’s skill in creating content and entertaining fans with Adventures’ skill in consumer packaged goods marketing and operations.... View Details
Keywords: Digital Brand; Influencer Marketing; Growth And Scaling; Capital Constraints; Brand Portfolio Strategy; CPG; Start-up; Celebrity Endorsement; Digital Marketing; Growth and Development Strategy; Entrepreneurship; Advertising; Social Media; Business Startups; Joint Ventures; Brands and Branding; Brazil
Related
  • September 2003
  • Case

Executive Compensation at Reckitt Benckiser plc

By: V.G. Narayanan, Krishna G. Palepu and Lisa Brem
Investors felt betrayed by the increasingly lucrative pay packages awarded to CEOs and other top executives at multinational companies. Yet, board members charged with adequately rewarding executives were forced to compete with rising packages of salaries and stock... View Details
Keywords: Design; Stock Options; Investment Activism; Corporate Accountability; Compensation and Benefits; Employee Stock Ownership Plan; Management Teams; Business and Shareholder Relations; Consumer Products Industry; Netherlands; United States
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