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June 17, 2016
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Companies Need to Start Marketing Security to Customers

By: John A. Quelch

Recent events in Orlando underscore an important marketing truth: consumer safety and security are mission critical. A popular nightclub, Pulse, known as a safe place for the LGBT community, is put out of business at least temporarily by a terrorist act. Not far away... View Details

October 2021 (Revised September 2022)
Case

GoPro: Becoming a Subscription Hero

By: Elie Ofek, Marco Bertini and Nicole Tempest Keller

In 2021, Nick Woodman, founder and CEO of GoPro, was reviewing the company’s subscription offering, considering whether to extend it beyond benefits that were directly related to the company’s iconic camera. Founded in 2002, GoPro had gained renown for its innovative... View Details

Keywords: Subscription Model; Pricing; Lifestyle Brands; Value Proposition; Business Model; Growth and Development Strategy; Marketing Strategy; Consumer Products Industry; California

March 2020 (Revised May 2020)
Case

Redefining Mogul

By: Ethan C. Rouen

Tiffany Pham taught herself to code and created a technology platform, Mogul, with the goal of providing girls and women around the world with information and opportunities. After several years Mogul had reached more than 146 million women around the world and had... View Details

Keywords: Women; Inclusion; Technology; Branding; Social Impact; Entrepreneurship; Internet and the Web; Information; Knowledge Dissemination; Gender; Diversity; Brands and Branding; Expansion; Strategy; Media; Personal Development and Career; Technology Industry; Media and Broadcasting Industry; United States

12 Feb 2021
News

How Dunkin’ Donuts Took Over the World

Subscribe on iTunes Subscribe on Spotify More Skydeck episodes Courtesy Bob Rosenberg Courtesy Bob Rosenberg Dan Morrell: In 1963, Bob Rosenberg’s (MBA 1963) father asked him to become CEO of Universal Food Systems—which included a regional View Details

Keywords: brands; leadership; management; strategy; operations; career; Food and Beverage Stores; Retail Trade

July 2023
Case

Crocs: Using Community-Centric Marketing to Make Ugly Iconic

By: Ayelet Israeli and Anne V. Wilson

In 2022, the Crocs Classic Clog was the best-selling item of clothing on Amazon, the brand was one of the fastest growing brands in the U.S., and global net revenue had increased to approximately $3.6 billion. By most accounts, Crocs had become the “it” shoe. Crocs... View Details

Keywords: Brands and Branding; Product Development; Growth and Development; Customer Value and Value Chain; Digital Marketing; Digital Strategy; Segmentation; Advertising; Consumer Products Industry; Apparel and Accessories Industry; United States

January 1996 (Revised February 1997)
Case

Exploring Brand-Person Relationships: Three Life Histories

The idea that "relationships" exist between consumers and products has implicitly occupied a central place in brand marketing thought and practice. Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm... View Details

Keywords: Consumer Behavior; Relationships; Brands and Branding

September 2008 (Revised October 2012)
Case

Tong Lung Metal Industry Co., Ltd.

By: Willy C. Shih, Chintay Shih, Chen-Fu Chien, Ho Howard Yu and Yu-Shian Chiang

Develop its own branded line, or continue as an original design manufacturer (ODM)? Tung Lung Metal Industries Co. Ltd. is a Taiwanese maker of door lock hardware that is faced with the question of whether to continue to focus on its ODM business or start placing more... View Details

Keywords: Globalized Markets and Industries; Job Cuts and Outsourcing; Brands and Branding; Corporate Strategy; Industrial Products Industry; Taiwan

Research Summary

Retail and the Internet

The emergence of new technology, increasing number of new retail formats and the emphasis on store brands are contributing factors to enormous changes taking place in retailing. Rajiv Lal's work on the use of the Internet by retailers calls into question the... View Details

June 1997 (Revised May 1998)
Case

Exploring Brand-Person Relationships: Three Life Histories (Condensed)

The idea that "relationships" exist between consumers and products has implicitly occupied a central place in brand marketing thought and practice. Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm... View Details

Keywords: Consumer Behavior; Relationships; Brands and Branding

June 2008
Case

Starbucks Coffee Company in the 21st Century

By: Nancy F. Koehn, Marya Lisl Hill-Popper Besharov and Katherine Miller

The case explores the opportunities and challenges confronting Starbucks in the early 21st century. For more than 15 years, Starbucks has grown swiftly and successfully, helping create a large, dynamic market for specialty coffee, building one of the world's most... View Details

Keywords: Business Model; Economy; Growth Management; Brands and Branding; Corporate Social Responsibility and Impact; Competition

March 2011
Case

Terror at the Taj Bombay: Customer-Centric Leadership

By: Rohit Deshpande

On November 26, 2008, heavily armed terrorists launched a series of attacks throughout the western-Indian city of Mumbai (formerly Bombay). One of the locations attacked was the Taj Mahal Palace and Tower, which was occupied by the terrorists for over three days,... View Details

Keywords: Safety; Leadership; National Security; Service Delivery; Organizational Culture; Crisis Management; Customer Focus and Relationships; Brands and Branding; Accommodations Industry; Mumbai

18 Sep 2017
Research & Ideas

'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

Seventeen years after the dawn of social media marketing, this medium continues to be an intriguing puzzle—a place where brands are investing more time and money, but are still struggling to determine what... View Details

Keywords: by Dina Gerdeman; Advertising; Technology

December 2023 (Revised February 2024)
Case

21Seeds: Taking Shots at Breakout Growth

By: Elie Ofek, Julian De Freitas, Michael Moynihan and Nicole Tempest Keller

21Seeds, a female-founded flavor-infused tequila startup launched in 2019, had made inroads into the alcoholic beverage industry by focusing on an underserved consumer segment in spirits—women, primarily in their 30s and 40s, many of whom were moms—and by following a... View Details

Keywords: Mergers and Acquisitions; Business Startups; Growth and Development Strategy; Brands and Branding; Product Positioning; Distribution Channels; Sales; Food and Beverage Industry

February 2007 (Revised March 2007)
Case

Li Ning - Anything is Possible

A leading sporting goods company in China competes aggressively against global brands Nike and Adidas, with marketing strategies adapted to geographic segments. In the main cities, where competition takes place at a very conceptual level, Li Ning has chosen to adopt a... View Details

Keywords: Product Positioning; Competitive Strategy; Consumer Behavior; Global Strategy; City; Consumer Products Industry; Sports Industry; China

13 Jan 2003
Research & Ideas

The Subconscious Mind of the Consumer (And How To Reach It)

Harvard Business School professor Gerald Zaltman's latest book, How Customers Think: Essential Insights into the Mind of the Market, delves into the subconscious mind of the consumer—the place where most purchasing decisions are made. The... View Details

Keywords: by Manda Mahoney

June 2018
Case

Relax (Boston): Innovating and Growing an Entrepreneurial Business

By: Paul Marshall and Carole Carlson

The Relax case traces the history of a massage services company from its founding in 2007 to mid-2017, when it is considering the best strategy for growth and an acquisition. The company's owner and top managers wonder how the firm should reorganize to cope with the... View Details

Keywords: Growth and Development Strategy; Growth Management; Acquisition; Brands and Branding; Entrepreneurship; Organizational Design

Jill J. Avery

Dr. Jill Avery is a Senior Lecturer of Business Administration and C. Roland Christensen Distinguished Management Educator in the marketing unit at Harvard Business School. She is a respected authority on branding and brand management, customer relationship... View Details

Keywords: consumer products; arts; advertising; automobiles; retailing; fashion; hotels ＆ motels; food; beverage

November 2016 (Revised February 2017)
Case

BrightStar Care: The Evolution of a Leadership Team

By: Boris Groysberg, Colleen Ammerman and John D. Vaughan

BrightStar Care was a rapidly growing franchise of home health care agencies. Founded by husband and wife team JD and Shelly Sun as a single agency near Chicago in 2002, BrightStar had opened nearly 300 franchises across the United States by 2016, generating over $300... View Details

Keywords: Health Care Services; Entrepreneurs; Board Of Directors; Boards Of Directors; Health Care Industry; Growth Strategy; Organizational Change; Brand Positioning; Entrepreneurial Organizations; Entrepreneurial Management; Franchising; Family-owned Business; Home Health Care; Managing Growth; Management Styles; Organizational Development; Talent Management; Women Executives; Women And Leadership; Business Startups; Family Business; Small Business; Talent and Talent Management; Governing and Advisory Boards; Health Care and Treatment; Human Capital; Leadership Development; Leadership Style; Business or Company Management; Growth and Development Strategy; Management Analysis, Tools, and Techniques; Management Skills; Management Style; Management Succession; Management Systems; Management Teams; Brands and Branding; Marketing Strategy; Strategy

March 2003 (Revised March 2004)
Case

P&G Japan: The SK-II Globalization Project

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

January 2015
Case

Burberry in 2014

By: Anita Elberse

In February 2014, Burberry's chief executive officer Angela Ahrendts is preparing to hand the reins of the English luxury fashion company to chief creative officer Christopher Bailey. Under their partnership, in place since 2006, Burberry's revenues have tripled to... View Details

Keywords: Management Succession; Luxury; Product Marketing; Brands and Branding; Manufacturing Industry; Fashion Industry; Great Britain

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