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      • Faculty Publications  (69)

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      • February 2011
      • Case

      Barceló Hotels and Resorts (A)

      By: John T. Gourville and Marco Bertini
      Barcelo Hotels and Resorts must decide whether to allow its many hotels to continue to undertake separate promotional campaigns or to run, for the first time, a broad corporate-level promotion. Complicating the decision is the fact that the many hotels in its portfolio... View Details
      Keywords: Brand Management; Sales Promotions; Brands and Branding; Price; Strategy; Corporate Strategy; Accommodations Industry
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      Gourville, John T., and Marco Bertini. "Barceló Hotels and Resorts (A)." Harvard Business School Case 511-108, February 2011.
      • December 2010 (Revised March 2013)
      • Case

      Asian Agri and the Future of Palm Oil

      By: David E. Bell and Natalie Kindred
      For Asian Agri and other Indonesian palm oil producers, the future promised rising demand from fast-growing Asian populations, but also intensifying criticism from environmental groups. With the highest yield and lowest production cost of any edible oil, palm oil... View Details
      Keywords: Plant-Based Agribusiness; Social Marketing; Corporate Social Responsibility and Impact; Business Strategy; Supply Chain Management; Natural Environment; Marketing Strategy; Environmental Sustainability; Agriculture and Agribusiness Industry; Indonesia; Malaysia
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      Bell, David E., and Natalie Kindred. "Asian Agri and the Future of Palm Oil." Harvard Business School Case 511-015, December 2010. (Revised March 2013.)
      • June 2010
      • Teaching Note

      Diamond Foods (TN)

      By: David E. Bell, Natalie Kindred and Mary Louise Shelman
      Teaching Note for 510013.. View Details
      Keywords: Cooperative Ownership; Transformation; Advertising Campaigns; Corporate Strategy; Product; Organizational Culture; Food and Beverage Industry
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      Bell, David E., Natalie Kindred, and Mary Louise Shelman. "Diamond Foods (TN)." Harvard Business School Teaching Note 510-067, June 2010.
      • August 2008
      • Teaching Note

      Go Red for Women: Raising Heart Health Awareness (TN)

      By: V. Kasturi Rangan and Marie Madelene Bell
      Teaching Note for [507026]. View Details
      Keywords: Corporate Strategy; Financing and Loans; Risk and Uncertainty; Advertising Campaigns; Health Care and Treatment; Health Industry
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      Rangan, V. Kasturi, and Marie Madelene Bell. "Go Red for Women: Raising Heart Health Awareness (TN)." Harvard Business School Teaching Note 509-017, August 2008.
      • January 2008 (Revised May 2008)
      • Case

      Cape Wind: Offshore Wind Energy in the USA

      By: Richard Vietor
      Cape Wind is an extreme example of NIMBY--not in my backyard syndrome. This is the first offshore wind project planned for the United States, in Nantucket Sound, just south of Cape Cod, Massachusetts. Initially proposed six years ago, in 2001, the wind farm would be... View Details
      Keywords: Renewable Energy; Corporate Entrepreneurship; Business Startups; Projects; Government and Politics; Environmental Sustainability; Business and Community Relations; Public Opinion; Power and Influence; Energy Industry; Massachusetts
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      Vietor, Richard. "Cape Wind: Offshore Wind Energy in the USA." Harvard Business School Case 708-022, January 2008. (Revised May 2008.)
      • July 2007 (Revised November 2009)
      • Case

      Greenpeace

      By: Ramon Casadesus-Masanell and Jordan Mitchell
      Nearly all environmental organizations have a similar aim: to stop the degradation of the natural environment. However, the strategies which environmental organizations choose to employ are sometimes starkly different. Compares the models of two dissimilar... View Details
      Keywords: Business Model; Business and Community Relations; Business and Government Relations; Environmental Sustainability; Non-Governmental Organizations; Business Strategy
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      Casadesus-Masanell, Ramon, and Jordan Mitchell. "Greenpeace." Harvard Business School Case 708-418, July 2007. (Revised November 2009.)
      • July 2007 (Revised November 2009)
      • Case

      World Wildlife Fund for Nature (WWF)

      By: Ramon Casadesus-Masanell and Jordan Mitchell
      Nearly all environmental organizations have a similar aim: to stop the degradation of the natural environment. However, the strategies which environmental organizations choose to employ are sometimes starkly different. Compares the models of two dissimilar... View Details
      Keywords: Business Model; Business and Community Relations; Business and Government Relations; Environmental Sustainability; Non-Governmental Organizations; Business Strategy
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      Casadesus-Masanell, Ramon, and Jordan Mitchell. "World Wildlife Fund for Nature (WWF)." Harvard Business School Case 708-417, July 2007. (Revised November 2009.)
      • June 2007 (Revised December 2007)
      • Case

      AFL-CIO: Office of Investment and Home Depot

      By: Rakesh Khurana and James Weber
      Describes the AFL-CIO: Office of Investments activities in their campaign to improve governance at Home Depot by calling attention to Home Depot CEO Robert Nardelli's compensation package and the company's poor performance. The AFL-CIO Office of Investments advocates... View Details
      Keywords: Investment; Corporate Governance; Governing and Advisory Boards; Executive Compensation; Labor Unions; Organizational Change and Adaptation; Business and Shareholder Relations
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      Khurana, Rakesh, and James Weber. "AFL-CIO: Office of Investment and Home Depot." Harvard Business School Case 407-097, June 2007. (Revised December 2007.)
      • March 2007 (Revised April 2007)
      • Case

      McDonald's Corporation: Managing a Sustainable Supply Chain

      By: Ray A. Goldberg and Jessica Droste Yagan
      McDonald's seeks to learn from a successful response to Greenpeace's Amazon deforestation campaign in order to make its supply chain more socially and environmentally responsible. View Details
      Keywords: Food; Supply Chain Management; Multinational Firms and Management; Corporate Social Responsibility and Impact; Environmental Sustainability; Management Systems; Food and Beverage Industry
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      Goldberg, Ray A., and Jessica Droste Yagan. "McDonald's Corporation: Managing a Sustainable Supply Chain." Harvard Business School Case 907-414, March 2007. (Revised April 2007.)
      • December 2006 (Revised January 2007)
      • Case

      Chief Timothy Adeola Odutola and Nigeria's Manufacturing Sector

      By: Nitin Nohria, Anthony Mayo, Foluke Otudeko and Mark Benson
      Chief Timothy Adeola Odutola was an important contributor to Nigeria's manufacturing sector, creating a multimillion-dollar conglomerate including three factories, a retail franchise, a cattle ranch, a 5,000-acre plantation, a sawmill, and an exporting business before... View Details
      Keywords: History; Business Conglomerates; Corporate Social Responsibility and Impact; Corporate Entrepreneurship; Success; Leadership Style; Business History; Market Entry and Exit; Personal Development and Career; Business Startups; Manufacturing Industry; Nigeria
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      Nohria, Nitin, Anthony Mayo, Foluke Otudeko, and Mark Benson. "Chief Timothy Adeola Odutola and Nigeria's Manufacturing Sector." Harvard Business School Case 407-027, December 2006. (Revised January 2007.)
      • September 2006 (Revised December 2007)
      • Case

      Go Red For Women: Raising Heart Health Awareness

      By: V. Kasturi Rangan and Marie Bell
      In 2003, the $654 million American Heart Association (AHA) approached Cone, Inc. (a brand and communications agency) to develop a corporate sponsorship strategy that would raise $75 million over three years. Within 12 months, the AHA launched the highly successful Go... View Details
      Keywords: Philanthropy and Charitable Giving; Marketing Communications; Social Marketing; Nonprofit Organizations; Social and Collaborative Networks
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      Rangan, V. Kasturi, and Marie Bell. "Go Red For Women: Raising Heart Health Awareness." Harvard Business School Case 507-026, September 2006. (Revised December 2007.)
      • February 2005
      • Article

      European Integration and Corporate Restructuring: The Strategy of Unilever c1957-c1990

      By: Geoffrey Jones and Peter Miskell
      This article examines the role of the large Anglo-Dutch consumer products company in promoting European integration. It shows that Unilever contributed financially to campaigns to support the creation of the European Union, and its subsequent expansion, despite a... View Details
      Keywords: Horizontal Integration; Organizations; Policy; Expansion; Market Transactions; Geographic Location; Restructuring; Competition; Brands and Branding; Production; Capital Structure; Value; Consumer Products Industry; European Union; United States
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      Jones, Geoffrey, and Peter Miskell. "European Integration and Corporate Restructuring: The Strategy of Unilever c1957-c1990." Economic History Review 58, no. 1 (February 2005): 113–139.
      • January 2005 (Revised February 2005)
      • Case

      Ray Rogers and the Corporate Campaign (A)

      By: James K. Sebenius and Michael A. Wheeler
      Sets the stage for analyzing the strategy of labor organizer Ray Rogers in bringing J.P. Stevens to the bargaining table when conventional union tactics failed. Though set in the specific context of labor-management relations, it illustrates much more fundamental... View Details
      Keywords: Strategy; Negotiation Preparation; Negotiation Tactics; Labor Unions; Labor and Management Relations; Manufacturing Industry; United States
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      Sebenius, James K., and Michael A. Wheeler. "Ray Rogers and the Corporate Campaign (A)." Harvard Business School Case 905-054, January 2005. (Revised February 2005.)
      • January 2005
      • Case

      Ray Rogers and the Corporate Campaign (B)

      By: James K. Sebenius and Michael A. Wheeler
      Supplements the (A) case. A rewritten version of an earlier case. View Details
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      Sebenius, James K., and Michael A. Wheeler. "Ray Rogers and the Corporate Campaign (B)." Harvard Business School Case 905-055, January 2005.
      • March 2004 (Revised April 2005)
      • Case

      International Rivers Network and the Bujagali Dam Project (A)

      By: Benjamin C. Esty and Aldo Sesia
      In the summer of 2002, the International Rivers Network (IRN), an environmental NGO located in Berkeley, California, was engaged in what appeared to be the last hours of a three year campaign to stop a $582 million dam and hydropower project at Bujagali Falls in... View Details
      Keywords: Ethics; Corporate Disclosure; Project Finance; Investment; Environmental Sustainability; Projects; Developing Countries and Economies; Energy Industry; Uganda
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      Esty, Benjamin C., and Aldo Sesia. "International Rivers Network and the Bujagali Dam Project (A)." Harvard Business School Case 204-083, March 2004. (Revised April 2005.)
      • October 2003 (Revised August 2005)
      • Case

      American Legacy: Beyond the Truth Campaign

      By: Youngme E. Moon and Kerry Herman
      The hard-hitting "Truth" campaign has been one of the most successful antismoking initiatives in history. The focus of the "Truth" campaign is to dissuade teenagers from smoking. The sponsor of the campaign, the American Legacy Foundation, is now trying to decide... View Details
      Keywords: Advertising Campaigns; Communication Strategy; Customer Focus and Relationships; Decision Choices and Conditions; Ethics; Brands and Branding; Corporate Social Responsibility and Impact
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      Moon, Youngme E., and Kerry Herman. "American Legacy: Beyond the Truth Campaign." Harvard Business School Case 504-014, October 2003. (Revised August 2005.)
      • January 2003 (Revised February 2003)
      • Case

      Office Depot, Inc.: Business Transformation (A)

      By: James L. Heskett, Dan Maher, Daniel F. OBrien, Thomas Watson and Jeffrey F. Rayport
      The company's management is considering the possibility of launching a rebranding campaign around the promises "What you need. What you need to know." The questions are whether and when to launch the campaign in view of the large number of training efforts and... View Details
      Keywords: Corporate Entrepreneurship; Advertising Campaigns; Brands and Branding; Business Strategy; Technology Adoption; Transformation; Market Timing; Growth and Development; Training; Retail Industry
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      Heskett, James L., Dan Maher, Daniel F. OBrien, Thomas Watson, and Jeffrey F. Rayport. "Office Depot, Inc.: Business Transformation (A)." Harvard Business School Case 803-111, January 2003. (Revised February 2003.)
      • September 2000 (Revised November 2000)
      • Case

      GetConnected.com

      By: Rajiv Lal, Nilanjana R. Pal and Jodi L. Prins
      Describes the situation faced by GCI.com in April 2000, soon after raising $12 million for their new venture. After hiring an advertising agency, management needs to decide on the nature of the advertising campaign to target the right set of customers with the right... View Details
      Keywords: Advertising Campaigns; Business Startups; Business or Company Management; Marketing Strategy; Market Entry and Exit; Corporate Strategy; Web Services Industry
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      Lal, Rajiv, Nilanjana R. Pal, and Jodi L. Prins. "GetConnected.com." Harvard Business School Case 501-025, September 2000. (Revised November 2000.)
      • March 1997 (Revised November 1997)
      • Case

      Incidents in Foreign Direct Investment

      By: Louis T. Wells Jr. and Courtenay Sprague
      Presents seven examples (i.e., incidents) of conflict concerning foreign direct investment. The incidents lay the framework for discussion of issues such as the jurisdiction of the WTO and the U.S. position, the Helms-Burton Act of 1996 and its political implications,... View Details
      Keywords: Trade; International Finance; Foreign Direct Investment; Laws and Statutes; United States
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      Wells, Louis T., Jr., and Courtenay Sprague. "Incidents in Foreign Direct Investment." Harvard Business School Case 797-111, March 1997. (Revised November 1997.)
      • June 1996
      • Case

      Siemens Corporation (B): Corporate Advertising for 1996

      By: Stephen A. Greyser and Norman Klein
      Describes the television advertising and presents examples of the comparable print ads, then documents new measurement tools and presents the results of key surveys that address audience awareness. Also includes other relevant activities to support Siemens USA's... View Details
      Keywords: Advertising Campaigns; Learning; Balanced Scorecard; Operations; Outcome or Result; Advertising Industry
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      Greyser, Stephen A., and Norman Klein. "Siemens Corporation (B): Corporate Advertising for 1996." Harvard Business School Case 596-106, June 1996.
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