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March 2023 (Revised May 2025)
Case

On

By: Ramon Casadesus-Masanell, Karolin Frankenberger and Sascha Mader

Founded in 2010, in just one decade, the Swiss company On had established itself as a main player in global sports footwear and apparel. Based on an unconventional strategy which one of the founders labeled as “obsessively distinct,” On grew its sales with a compound... View Details

October 2014
Article

Making Charity Pay

By: Michael I. Norton and Jill Avery

Companies are increasingly experimenting with the use of philanthropy to enhance consumer loyalty, brand awareness, and sales. But even highly creative approaches that garner a lot of buzz often fall short of sales goals, leading many companies to conclude,... View Details

Keywords: Philanthropy; Charitable Giving; Charity; Philanthropy and Charitable Giving; Advertising; Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Consumer Products Industry; Food and Beverage Industry; Retail Industry; United States

March 2001 (Revised January 2009)
Case

Walt Disney Company, The: The Entertainment King

By: Michael G. Rukstad, David J. Collis and Tyrell Levine

The first ten pages of this case are comprised of the company's history, from 1923 to 2001. The Walt years are described, as is the company's decline after his death and its resurgence under Eisner. The last five pages are devoted to Eisner's strategic challenges in... View Details

Keywords: History; Organizational Change and Adaptation; Managerial Roles; Creativity; Corporate Strategy; Boundaries; Brands and Branding; Entertainment and Recreation Industry

March 2003 (Revised October 2003)
Case

Campbell Soup Company: Transforming for the 21st Century

By: Lynda M. Applegate and Jamie Ladge

In July 2001, Campbell Soup's newly appointed CEO, Douglas R. Conant, addressed a group of Wall Street analysts and unveiled his plan to kick-start growth. His plan called for organizational renewal and revitalization, redesign of core customer-facing processes... View Details

Keywords: Customer Focus and Relationships; Entrepreneurship; Growth and Development Strategy; Marketing Strategy; Product Marketing; Industry Structures; Production; Supply Chain Management; Competition; Competitive Strategy; Consumer Products Industry; Food and Beverage Industry; United States

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January 2021 (Revised March 2021)
Case

THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)

By: Jill Avery, Ayelet Israeli and Emma von Maur

THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on... View Details

Keywords: Data; Data Analytics; Artificial Intelligence; AI; AI Algorithms; AI Creativity; Fashion; Retail; Retail Analytics; E-Commerce Strategy; Platform; Platforms; Big Data; Preference Elicitation; Preference Prediction; Predictive Analytics; App Development; ＂Marketing Analytics＂; Advertising; Mobile App; Mobile Marketing; Apparel; Online Advertising; Referral Rewards; Referrals; Female Ceo; Female Entrepreneur; Female Protagonist; Analytics and Data Science; Analysis; Creativity; Marketing Strategy; Brands and Branding; Consumer Behavior; Demand and Consumers; Forecasting and Prediction; Marketing Channels; Digital Marketing; Internet and the Web; Mobile and Wireless Technology; AI and Machine Learning; E-commerce; Digital Platforms; Fashion Industry; Retail Industry; Apparel and Accessories Industry; Consumer Products Industry; United States

January 2007
Case

AMD: A Customer-Centric Approach to Innovation

By: Elie Ofek and Lauren Barley

AMD's launch of the Opteron microprocessor in 2003 has allowed the company to make inroads into the lucrative server segment. A long-time follower to Intel, AMD management felt it was in a position to lead the microprocessor industry in new directions. However, in 2006... View Details

Keywords: Customer Focus and Relationships; Price; Leadership; Brands and Branding; Product Launch; Product Development; Competitive Strategy; Customization and Personalization; Semiconductor Industry

May 1998
Background Note

Note on the Retailing Industry

By: David E. Bell and Ann Leamon

Presents a survey discussion of retailing and current issues. Examines the impact of changing consumer attitudes on the industry and outlines the industry's response: consolidation, adoption of technology, use of brands and private labels, and changing relationships... View Details

Keywords: Transformation; Debates; Customers; Surveys; Partners and Partnerships; Attitudes; Adoption; Consolidation; Retail Industry

May 2013
Case

Launching Krispy Natural: Cracking the Product Management Code

By: Frank V. Cespedes and Heather Beckham

Pemberton Products is a U.S. market leader in the cookie and bakery snacks segment of the sweet snack market. Looking to expand into the salty snack market, the company acquires Krispy Inc., a maker of salty snack crackers located in the southeastern U.S. To compete... View Details

Keywords: Analytics and Data Science; Competition; Organizational Culture; Management Teams; Brands and Branding; Expansion; Marketing Strategy; Product Launch; Acquisition; Food and Beverage Industry; Ohio; United States

October 2005 (Revised February 2007)
Case

Ripe 'n Ready

By: Ray A. Goldberg and Laura Winig

Stoned fruit has quality variations, reducing consumption. Five independent growers formed a cooperative to provide quality control and a brand name--Ripe 'N Ready--that enabled retailers to differentiate their stores and producers to differentiate the products they... View Details

Keywords: Quality; Brands and Branding; Competitive Strategy; Food and Beverage Industry

24 Sep 2019
Working Paper Summaries

The Impact of Regulation on Strategic Positioning: Self-Regulation in the RTE Cereal Industry

Keywords: by Young Hou and Dennis Yao; Food & Beverage

November 1983 (Revised June 1985)
Case

Pepsi-Cola United Kingdom (A)

By: Benson P. Shapiro and Edward J. Hoff

On January 2, 1983 Pepsi-Cola United Kingdom had to develop a plan to defend its successful Diet Pepsi brand against the about to be introduced diet Coke. Contains useful material on competitive behavior and on U.S. versus U.K. consumer behavior. View Details

Keywords: Product Launch; Consumer Behavior; Planning; Competition; Food and Beverage Industry; United Kingdom; United States

January 2009 (Revised March 2010)
Case

LeBron James

By: Anita Elberse and Jeff McCall

In 2005, to the astonishment of many sports industry insiders, superstar basketball player LeBron James fired his agent and established his own firm, LRMR, to handle all aspects of his business ventures and marketing activities and named his childhood friend Maverick... View Details

Keywords: Talent and Talent Management; Compensation and Benefits; Brands and Branding; Marketing Strategy; Sports; Sports Industry

August 2022
Background Note

Retail Media Networks

By: Eva Ascarza, Ayelet Israeli and Celine Chammas

In 2022, retail media was one of the fastest growing segments in digital advertising. A retail media network (RMN) allows a retailer to use its assets for advertising. Retailers set up an advertising business by allowing marketers to buy advertising space across their... View Details

February 2001 (Revised February 2002)
Case

Estee Lauder and the Market for Prestige Cosmetics

By: Nancy F. Koehn

Opens with a brief history of the U.S. cosmetics market and its rapid development in the 1920s. Also recounts Lauder's initial involvement in the sector, making skin care products and selling them in Manhattan beauty parlors during the Great Depression. Pays particular... View Details

Keywords: Fluctuation; Organizational Change and Adaptation; Market Entry and Exit; Entrepreneurship; Luxury; Business Strategy; Society; Beauty and Cosmetics Industry; United States

Summer 2014
Article

Taiwan's PC Industry, 1976–2010: The Evolution of Organizational Capabilities

By: Howard H. Yu and Willy C. Shih

The stellar growth of Taiwan's personal computer (PC) industry over the past three decades represents a paradox. Participating in the global production system, local firms in Taiwan grew in association with established firms in the West. Despite their technical... View Details

Keywords: Personal Computer; PC; PC Industry; Taiwan PC Industry; Taiwan PC Manufacturers; Innovation and Invention; Innovation and Management; Innovation Strategy; Growth and Development; Growth and Development Strategy; Growth Management; Industry Clusters; Industry Growth; Industry Structures; Information Technology; Technological Innovation; Mobile Technology; Information Technology Industry; Taiwan

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November 2008
Article

Winning the Race for Talent in Emerging Markets

By: Douglas A. Ready, Linda A. Hill and Jay A. Conger

"This war for talent is like nothing we've ever seen before," write the authors, who have spent decades studying talent management and leadership development. Recently they interviewed executives at more than 20 global companies to identify strategies for attracting... View Details

Keywords: Leadership Development; Selection and Staffing; Talent and Talent Management; Multinational Firms and Management; Organizational Culture; Recruitment; Diversity; Developing Countries and Economies

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October 2023
Case

Vida Health: Transforming Chronic Disease Treatment

By: William Sahlman and Nicole Tempest Keller

San Francisco based Vida Health, founded by Stephanie Tilenius, former vice president of Commerce and Payments at Google, was a B2B digital health startup focused on the treatment of cardiometabolic conditions, such as diabetes and obesity. Its innovative digital... View Details

Keywords: Corporate Strategy; Growth and Development Strategy; Demand and Consumers; Health Care and Treatment; Product Marketing; Risk and Uncertainty; Technological Innovation; Health Industry; Technology Industry; United States; California; San Francisco

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

2002
Case

Wal-Mart Stores, Inc.

By: Vijay Govindarajan and Julie Lang

Sam Walton, founder of Wal-Mart in 1962, had the vision for his store to sell low cost, branded products. By setting up its own distribution system and truck fleet, and evaluating retail stores as separate investment centers, Wal-Mart's control systems helped to build... View Details

Keywords: Competitive Advantage; Retail Industry; United States

November 2002 (Revised January 2004)
Case

Gary Rodkin At Pepsi-Cola North America (B) (Abridged)

By: David A. Thomas, Gina Carioggia and Ayesha Kanji

After assuming the position of CEO of Pepsi-Cola North America (PCNA), Gary Rodkin faces organizational problems within PCNA and external friction between PCNA and its largest bottler, the Pepsi Bottling Group. In addition to the challenge of organizational alignment,... View Details

Keywords: Restructuring; Leadership; Brands and Branding; Problems and Challenges; Situation or Environment; Conflict Management; Alignment; Food and Beverage Industry; North America

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