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05 Feb 2014
Research & Ideas

Can Putin Score Olympic Gold?

merchandise sales, with sales so far topping only $30 million, compared to Vancouver's $51 million. Such lackluster performance spells trouble not only for the Games themselves, but also for all of the brands that hope to ride its bobsled... View Details

Keywords: by Michael Blanding; Sports; Advertising

April 2019
Teaching Note

The a2 Milk Company

By: Benjamin C. Esty and Daniel Fisher

The a2 Milk Company (a2MC) became the most valuable company listed on the New Zealand stock exchange in 2018 by capitalizing on a biochemical discovery related to the protein composition of cow's milk. Because many people find the A1 protein difficult to digest, and... View Details

March 1993 (Revised January 1998)
Case

Gallo Rice

By: John A. Quelch

Describes a company marketing branded rice products to three different countries--Italy, Argentina, and Poland. Explores the differences and similarities between the countries in terms of consumers, competition, products, and margins. View Details

Keywords: Food; Brands and Branding; Food and Beverage Industry; Italy; Poland; Argentina

February 2008 (Revised April 2009)
Case

Citigroup: Re-Branding in 2007 (A)

By: Rohit Deshpandé and Carin-Isabel Knoop

With its history of growth through acquisition, Citigroup has a conglomeration of sub-brands that need to be integrated and rationalized. Ajay Banga, CEO of Citi's Global Consumer Group International, chairs a task force to work through the process of re-branding the... View Details

Keywords: Mergers and Acquisitions; Business Conglomerates; Customer Focus and Relationships; Globalization; Growth Management; Brands and Branding; Organizational Culture; Competitive Strategy; Financial Services Industry

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

2013
Teaching Note

Innovation and Development of China Machine Press in the New Century (TN)

By: F. Warren McFarlan, Ning Jia and Guo Jia

China Machine Press (CMP), founded in 1952, is a leading multi-field, multi-discipline and multimedia publishing group in China with large scale, comprehensive and specialized business that integrates paper media, audiovisual media and online media, and combines... View Details

Keywords: General Management; Organizational Structure; Strategy; China; China

December 2022 (Revised August 2023)
Case

Circles.Life at a Crossroads of Growth

By: Juan Alcácer and Adina Wong

In June 2022, the founders of Singapore mobile operator Circles.Life had a crucial decision to make. Circles.Life developed a new business model in mobile telecommunications—a digital telco—built around its proprietary operating system. After expanding its brand in... View Details

Keywords: Business Model; Decisions; Technological Innovation; Applications and Software; Business Strategy; Telecommunications Industry; Singapore

July 2022 (Revised January 2023)
Case

Vicky Tsai and Tatcha: Confronting Stereotypes

By: Geoffrey Jones and Veronica Tong

Teaching Plan for HBS Case No. 323-007. This case examines the career of Vicky Tsai, the creator of San Francisco-based TATCHA, a Japanese-themed luxury beauty brand launched in 2009. It explores how Tsai developed the concept, assembled management, and successfully... View Details

Keywords: Cosmetics Industry; Japan; Startup; Marketing; Entrepreneurship; Growth and Development; Product Development; Product Marketing; Acquisition; Identity; Brands and Branding; Ethnicity; Gender; Beauty and Cosmetics Industry; United States

July 2000 (Revised October 2000)
Case

Petstore.com

By: Thomas R. Eisenmann

Petstore.com is one of four contenders for leadership in the highly competitive online pet supply business. Petstore.com faces decisions regarding potential merger partners and how to brand its service within the website managed by its ultimate merger partner,... View Details

Keywords: Competition; Internet and the Web; Mergers and Acquisitions; Partners and Partnerships; Internet and the Web; Brands and Branding; Marketing Strategy; Retail Industry

September 1991 (Revised August 1996)
Case

Procter & Gamble Co., The: Lenor Refill Package

By: John A. Quelch

The assistant brand manager for Lenor, Procter & Gamble Germany's fabric softener brand, was preparing a presentation on the national launch of an environmentally friendly refill package. View Details

Keywords: Multinational Firms and Management; Environmental Sustainability; Product Launch; Brands and Branding; Consumer Products Industry; Germany; United States

August 2018 (Revised February 2023)
Case

Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

By: Jill Avery and Ayelet Israeli

As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details

April 2001 (Revised July 2002)
Case

Martha Stewart Living Omnimedia (A)

By: Susan M. Fournier, Kerry Herman, Laura Winig and Andrea Carol Wojnicki

Martha Stewart Living Omnimedia (MSLO), a branded and integrated content and media company dedicated to "elevating the role of the homemaker," went public on October 19, 1999, creating a company with a market value of $1.73 billion, and a stake for Stewart worth $1.2... View Details

Keywords: Management; Media; Identity; Personal Characteristics; Brands and Branding; Media and Broadcasting Industry

May 2012
Case

Quietly Brilliant: Transformational Change at HTC

By: Michael L. Tushman and Kerry Herman

The case examines smartphone maker HTC's 2006 decision to become a branded company. The case focuses on the cultural and organizational shifts HTC underwent to successfully make the transition from an ODM, founded in 1997, to a leading branded manufacturer (7% market... View Details

Keywords: Globalized Firms and Management; Organizational Structure; Cross-Cultural and Cross-Border Issues; Telecommunications Industry; Taiwan

August 2020 (Revised January 2021)
Supplement

Facelift at Olay (B)

By: Sunil Gupta, Rajiv Lal and Olivia Hull

This supplement to Facelift at Olay (A) explains the major steps Procter & Gamble’s skincare brand Olay took to reverse several years of declining sales. View Details

Keywords: Advertising; Advertising Campaigns; Demographics; Age; Brands and Branding; Marketing Channels; Competitive Strategy; Competitive Advantage; Digital Marketing; Transformation; Marketing Strategy; Social Marketing; Beauty and Cosmetics Industry; United States; Ohio

August 2008 (Revised July 2009)
Case

Repositioning CARE USA

By: V. Kasturi Rangan and Katharine Lee

CARE USA, a large ($600 million) international nonprofit/NGO, had recently revamped its external branding and positioning in support of its international development work. The case lays out the challenges facing its new CEO, Helene Gayle, as she manages through the... View Details

Keywords: Change Management; Management; Brands and Branding; Marketing Strategy; Product Positioning; Organizational Change and Adaptation; Non-Governmental Organizations; Adaptation; United States

March 1998 (Revised November 1999)
Case

USA TODAY Online

By: John A. Deighton and Anthony St. George

How should USA TODAY use its brand franchise to build a publishing business on the World Wide Web? Advertising Age described the first steps as "a case study in how not to do it," but by the end of 1997 USA TODAY Online is the most visited news site on the Web. Now the... View Details

Keywords: Digital Marketing; Design; Profit; Revenue; Brands and Branding; Marketing Strategy; Internet and the Web; Information Industry

Find at Harvard

May 2000
Case

J & B

Michael Stoner finds himself called upon to reposition a once venerable and highly profitable brand of Scotch whisky. He must find a cultural trend. View Details

Keywords: Demand and Consumers; Product Positioning; Culture; Food and Beverage Industry

February 2020
Teaching Note

Essential Explorations at MUJI

By: Tomomichi Amano and Das Narayandas

Launched as a private brand in 1980 to counter the increasingly brand-conscious consumer in Japan, MUJI offered beautifully designed, fairly priced, no-frills quality goods. The once modest private label brand with 40 products had expanded significantly by 2019 to more... View Details

Keywords: Product Portfolio Management; Brands and Branding; Product; Management; Change Management; Mission and Purpose; Retail Industry; Japan

September 1995 (Revised August 1996)
Case

Land Rover North America, Inc.

Charles Hughes, president and CEO of Land Rover North America, Inc., is debating product positioning options for the new Land Rover Discovery. The positioning decision must consider the role of the Discovery vis-`a-vis other vehicles in the LRNA line, the brand's... View Details

Keywords: Product Positioning; Consumer Behavior; Brands and Branding; Auto Industry; Retail Industry; North and Central America; United Kingdom

April 2017
Supplement

Imprimis (D)

By: Ramon Casadesus-Masanell, Karen Elterman and Marc Appel

This case is a supplement to Imprimis (A, B, & C). It describes Imprimis’s 2015 decision to develop a $1 per pill compounded alternative to Daraprim, the branded drug that had recently undergone an extreme price hike, raising its price to $750 per pill. Imprimis also... View Details

Keywords: Decision Choices and Conditions; Growth and Development Strategy; Pharmaceutical Industry; United States

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