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- 2010
- Book
Unilever'i Yenilemek: Dönüşüm ve Gelenek [Renewing Unilever: Transformation and Tradition]
By: Geoffrey Jones
Unilever's brands can now be found in one out of every two households in the world. This arresting and impressive fact shows the scope and scale of this unique global corporation. Geoffrey Jones, a leading business historian from the Harvard Business School, takes us... View Details
- February 2010 (Revised November 2011)
- Case
International Agribusiness in China: Charoen Pokphand Group
By: William C. Kirby, Michael Shih-ta Chen, Tracy Manty and Yi Kwan Chu
The world's leading Thai agribusiness corporation and largest agribusiness investor in China, CP Group, is facing another crossroads in China as the country starts to undergo rural reform. The issues at hand for Chairman Dhanin Chearavanont is how CP can balance its... View Details
- January 2010 (Revised July 2011)
- Case
Hindustan Unilever Limited
By: Thomas J. DeLong and Mona Srivastava
This case illustrates Hindustan Unilever Limited's conflict resolution and people development policies using a “leading from the middle” example. The story centers on the challenges faced by an HR manager at a factory who must meet organizational objectives while... View Details
- 2010
- Article
The Strategic Use of Brand Biographies
By: Jill Avery, Neeru Paharia, Anat Keinan and Juliet Schor
We introduce the concept of a brand biography to describe an emerging trend in branding in which firms author a dynamic, historical account of the events that have shaped the brand over time. Using a particular type of brand biography, "the underdog," we empirically... View Details
Keywords: Marketing; Brands; Brand Management; Brand Building; Brand Positioning; Competitive Positioning; Marketing Strategy; Brands and Branding; Managerial Roles; Strategy; Product Positioning; Consumer Behavior; Biography; Success; Perception; Markets; Power and Influence; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry
- December 2009
- Case
TruEarth Healthy Foods: Market Research for a New Product Introduction
By: V. Kasturi Rangan and Sunru Yong
Topics covered include: consumer marketing, market research, new product introduction, and quantitative analysis. TruEarth Healthy Foods, a maker of gourmet pastas, sauces, and meals, wants to build on its successful introduction of fresh whole grain pasta by... 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
- December 2009 (Revised February 2012)
- Case
Monsanto: Helping Farmers Feed the World
By: David E. Bell, Carin-Isabel Knoop and Mary Shelman
Monsanto has led the effort to bring biotechnology to bear on food production. Through some management missteps and consumer resistance the company had difficulties in its early years. But since Hugh Grant became CEO the picture has brightened with widespread adoption... View Details
- December 2009 (Revised April 2010)
- Case
Rabobank: The Global Food and Agriculture Bank
By: David E. Bell, Ray A. Goldberg, Mary Louise Shelman and Aldo Sesia
Rabobank decides to focus primarily on food and agriculture firms and farms on a global basis. View Details
- December 2009 (Revised October 2015)
- Case
Diamond Foods
By: David E. Bell and Mary Louise Shelman
CEO Michael Mendes has transformed a grower-owned cooperative into a publicly traded top marketer of snack foods. Diamond's organization, culture, product development process, advertising and promotion strategy, and specifically its marketing department have been built... View Details
- December 2009 (Revised November 2012)
- Teaching Note
Global Wine War 2009: New World versus Old (TN)
Teaching Note for [910405]. View Details
- December 2009
- Teaching Note
Diageo and East African Breweries Ltd.: Tapping New Markets for Social Good (TN)
By: Rosabeth M. Kanter and Matthew Bird
Teaching Note for [310010]. View Details
- November 2009 (Revised March 2013)
- Case
PureCircle
By: David E. Bell and Aldo Sesia
In December 2008, the U.S. Food and Drug Administration (FDA) determined that high-purity Rebaudioside A (Reb A), a natural and calorie-free product that a young company named PureCircle manufactured from the Stevia plant, could be used in beverages, foods, and as a... View Details
- November 2009 (Revised December 2009)
- Case
DaChan Food (Asia) in China
By: Ray A. Goldberg and David Lane
DaChan Food in China is providing leadership in the quality, health, and environmental needs of the Chinese consumer as poultry consumption increases there. Continuing to provide that leadership as global and national competition increase becomes more and more... View Details
- November 2009 (Revised March 2010)
- Case
Managing Drugs on the Forefront of Personalized Medicine: The Erbitux and Vectibix Story
By: Richard G. Hamermesh, Raju Kucherlapati and Rachel Gordon
In May 2007, Amgen Inc. (Amgen) received disappointing news from the European Medicines Agency (EMEA) that its drug Vectibix, developed to fight metastatic colorectal cancer, had been rejected. This was especially surprising news given that a similar rival drug had... View Details
- October 2009
- Teaching Note
Inner Mongolia Yili Group: China's Pioneering Dairy Brand (TN)
Teaching Note for [308052]. View Details
- September 2009 (Revised February 2014)
- Case
Nantucket Nectars: The Exit
By: Joseph B. Lassiter III, William A. Sahlman and Noam Wasserman
The founders of Nantucket Nectars are trying to decide whether and how to sell their company. View Details
- August 2009
- Case
Meeting the Diversity Challenge at PepsiCo: The Steve Reinemund Era
By: David A. Thomas and Stephanie Creary
This case profiles PepsiCo's diversity journey under the leadership of former chairman and CEO Steve Reinemund who instituted diversity as one of the company's strategic imperatives. It demonstrates the ways in which Reinemund partnered with his leadership team and... View Details
- August 2009
- Case
Global Wine War 2009: New World versus Old
The case contrasts the tradition-bound Old World wine industry with the market-oriented New World producers, the battle for the US market, the most desirable export target in 2009 due to its large, fast-growing, high-priced market segments. The case allows analysis of... View Details
- July 2009 (Revised October 2011)
- Case
VeeV on the Rocks?
By: Joshua D. Margolis, Christopher Marquis and Laura Winig
Three pressing challenges (equity split, extent of commitment to social responsibility, and product discoloration) confront VeeV, the world's first alcoholic beverage infused with acai berries. Brothers Courtney and Carter Reum founded VeeV in 2007 and the firm has... View Details