Brand Portfolio Strategy - Publications - Faculty & Research - Harvard Business School

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July 2021 (Revised February 2022)
Case

Mary Kay Inc.: Enriching Women's Lives while Embracing Change

By: Elie Ofek, K. Shelette Stewart and Julia Kelley

In December 2020, Mary Kay Inc. Chief Marketing Officer Sheryl Adkins-Green considered several strategic dilemmas. Founded in 1963 by Mary Kay Ash, Mary Kay was a direct sales company whose Independent Beauty Consultants purchased its beauty and cosmetics products at... View Details

July 2003 (Revised October 2018)
Case

Starbucks: Delivering Customer Service

By: Youngme Moon and John Quelch

Starbucks, the dominant specialty-coffee brand in North America, must respond to recent market research indicating that the company is not meeting customer expectations in terms of service. To increase customer satisfaction, the company is debating a plan that would... View Details

Keywords: Customer Focus and Relationships; Customer Satisfaction; Profit; Recruitment; Marketing Strategy; Service Operations; Performance Improvement; Planning; Food and Beverage Industry

March 2003
Background Note

Managing a Customer Relationship Over Time

By: Das Narayandas

Describes the different ways in which vendors can sell a portfolio of products to industrial customers. View Details

Keywords: Customer Relationship Management; Management; Marketing Strategy; Product Marketing; Networks; Sales; Manufacturing Industry

August 2015 (Revised March 2017)
Case

Planters Nuts

By: Robert J. Dolan and Donald K. Ngwe

In 2012 Planters had about $1 billion in U.S. annual revenues, but had experienced declining unit sales and household penetration over the past six years. The snack nuts category was growing overall, but household spending was shifting away from peanuts, cashews, and... View Details

Keywords: Product Marketing; Product Positioning; Marketing Strategy; Food and Beverage Industry

June 2015 (Revised January 2017)
Case

Epistar and the Global LED Market

By: Willy C. Shih, Chen-Fu Chien and Hung-Kai Wang

It took BJ Lee many years to learn how to navigate the patent minefield that was the global LED industry. When his company was first spun off from the Industrial Technology Research Institute in Taiwan, he thought the essence of a good IP strategy was to develop a... View Details

Keywords: Intellectual Property Management; Patenting; Patent Litigation; Intellectual Property; Patents; Electronics Industry; Semiconductor Industry; Asia; United States; Japan; Taiwan

October 1999 (Revised February 2000)
Case

Steinway & Sons: Buying a Legend (A)

By: John T. Gourville and Joseph B. Lassiter III

It is 1995 and Steinway & Sons has just been purchased by two young entrepreneurs. For 140 years, Steinway has held the reputation for making the finest quality grand pianos in the world. The past 25 years have proven to be a challenge, however. First, the company has... View Details

Keywords: Business Startups; Decisions; Entrepreneurship; Globalization; Crisis Management; Brands and Branding; Marketing Strategy; Quality; Competitive Strategy; Manufacturing Industry; Japan; New York (state, US)

June 2016
Case

Alnylam: Building a Biotechnology Powerhouse

By: Kevin Schulman

Alnylam is an early stage biomedical technology focused on commercial development of a novel technology platform, siRNA. This technology offered promise to treat rare genetic disorders that could not be treated with other technologies. Alnlyam's development entailed... View Details

Keywords: Technological Innovation; Commercialization; Health Disorders; Intellectual Property; Biotechnology Industry

29 Jan 2019
Blog Post

Interning in the Agribusiness Sector

Katie Hsia-Kiung, MBA 2019, describes her summer internship in the agribusiness sector. Having worked in solar energy before HBS, Katie was excited by the opportunity to create the business plan for a brand new team at Indigo Ag, a... View Details

Keywords: Manufacturing

October 2024
Case

Ranger Energy Services: Bridging Public & Private Markets

By: Joseph Pacelli, Ravi Ramniklal Gondalia and James Weber

In August of 2017, CSL Capital, a private equity fund founded and operated by Charlie Leykum (HBS ’04), was deciding to take one of its portfolio companies, Ranger Energy Services, public. Founded in 2014, Ranger Energy was an oilfield service company providing... View Details

Keywords: Entrepreneurship; Initial Public Offering; Financial Strategy; Valuation; Private Equity; Business Strategy; Investment Portfolio; Investment Return; Financial Services Industry; Energy Industry; United States

Rajiv Lal

Rajiv Lal, is the Stanley Roth, Sr. Professor of Retailing at Harvard Business School. He is currently teaching an elective MBA course on the Business of Smart Connected Products/IOT. He has been responsible for the retailing curriculum and has served as the course... View Details

April 1999 (Revised May 2005)
Case

GE's Two-Decade Transformation: Jack Welch's Leadership

By: Christopher A. Bartlett and Meg Wozny

GE is faced with Jack Welch's impending retirement and whether anyone can sustain the blistering pace of change and growth characteristic of the Welch era. After briefly describing GE's heritage and Welch's transformation of the company's business portfolio of the... View Details

Keywords: Transformation; Global Strategy; Leadership Development; Goals and Objectives; Six Sigma; Management Succession; Service Operations; Quality; Corporate Strategy

October 2019
Supplement

Impax Laboratories: Executing Accretive Acquisitions (B)

By: Benjamin C. Esty and Daniel Fisher

Explores events after Impax announced the acquisition of a portfolio of generic pharmaceutical products from Teva in June 2016. View Details

Keywords: Financial Reporting; Financial Statements; Mergers and Acquisitions; Capital Structure; Financial Strategy; Competition; Competitive Advantage; Corporate Strategy; Pharmaceutical Industry; United States

January 2003 (Revised June 2003)
Case

Adams Capital Management: March 2002

By: G. Felda Hardymon, Josh Lerner and Ann Leamon

In March 2002, the five partners of Adams Capital Management (ACM), a venture capital firm investing in information technology telecommunications with $700 million under management, gathered to discuss whether they should change their strategy in view of the prolonged... View Details

Keywords: Decision Choices and Conditions; Economic Slowdown and Stagnation; Venture Capital; Investment Portfolio; Business or Company Management; Partners and Partnerships; Business Strategy; Financial Services Industry

01 Aug 2017
First Look

First Look at New Research and Ideas, August 1

Brand (in)fidelity: When Flirting with the Competition Strengthens Brand Relationships By: Consiglio, I., D. Kupor, F. Gino, and M.I. Norton Abstract—We document the existence and consequences of View Details

Keywords: Sean Silverthorne

November 1972 (Revised July 2023)
Case

Benihana of Tokyo

By: W. Earl Sasser

Discusses the development of a chain of "theme" restaurants. The student is asked to evaluate the current operating strategy and suggest a long-term expansion strategy. View Details

Keywords: Expansion; Business Strategy; Brands and Branding; Food and Beverage Industry; Service Industry

07 Nov 2012
HBS Case

HBS Cases: Sir Alex Ferguson--Managing Manchester United

the greatest (and most high-strung) athletes in the world, staying current on the latest training regimens and technology, and plotting strategy both for on-field play and organizational success. Elberse first taught the case, Sir Alex... View Details

Keywords: by Sean Silverthorne; Sports; Entertainment & Recreation

June 2000
Case

Rebirth of the Swiss Watch Industry, 1980-1992 (A)

By: Michael L. Tushman and Daniel Radov

The Swiss watch industry has been devastated by new entrants from Asia in the low- and mid-priced watch segments. Japanese and Hong Kong firms have used quartz technology to lower costs dramatically. Nicolas Hayek, president of a Swiss consulting firm, is asked to help... View Details

Keywords: Information Technology; Product Development; Organizational Structure; Change Management; Alignment; Product Positioning; Brands and Branding; Management Teams; Apparel and Accessories Industry; Consumer Products Industry; Switzerland

May 2024
Supplement

Net Protections (D)

By: Ramon Casadesus-Masanell, Nobuo Sato and Akiko Kanno

Finally, in Case D, in mid-2023, the company is considering further changes to its overall portfolio to continue driving profitable growth. View Details

Keywords: Growth and Development Strategy; Corporate Strategy

July 2018
Teaching Note

The Perfect Storm: What Happens When the Market Moves Four Standard Deviations?

By: Nori Gerardo Lietz and Sayiddah Fatima McCree

Adam Carter was the portfolio manager for Tate Modern Finance III, L.P. (“Tate” or the “Fund”), the third in a series of U.S. commercial real estate debt funds sponsored by the London-based Tate Partners. The Fund was capitalized with $700 million of equity... View Details

Keywords: CMBS; CLO; Repo Financing; Real Estate; Financial Strategy; Investment Funds; Financing and Loans

August 1996 (Revised December 1999)
Case

J Boats, Inc.

By: Robert L. Simons

During the 20-year evolution of a family-owned, entrepreneurial sailboat company, two founders leverage their design and marketing skills to build one of the most recognized brands in the recreational boating industry. The founder then considers management succession... View Details

Keywords: Corporate Entrepreneurship; Family Business; Risk Management; Financial Management; Leveraged Buyouts; Brands and Branding; Competitive Strategy; Capital Markets; Valuation; Shipping Industry; Transportation Industry

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