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  • November 2018 (Revised April 2019)
  • Case

Zespri Grows

By: David E. Bell and Natalie Kindred
Controlling about a third of global kiwifruit exports by volume and nearly half by value in 2018, Zespri was a grower-owned “corporatized cooperative” with the exclusive right to export New Zealand-grown kiwifruit (except to Australia). Zespri did not grow fruit but... View Details
Keywords: Agribusiness; Kiwi; Kiwifruit; Agriculture; Global Supply Chain; Branding; Produce; Coordinated Industry Structure; Industry Coordination; Countercyclical Supply; New Product Development; Product Strategy; Differentiation; Food; Quality; Trade; Brands and Branding; Marketing; Strategy; Global Strategy; Change Management; Organizational Change and Adaptation; Globalization; Globalized Firms and Management; Competitive Strategy; Resource Allocation; Product Development; Agriculture and Agribusiness Industry; Consumer Products Industry; Food and Beverage Industry; New Zealand
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  • April 2016 (Revised March 2019)
  • Case

Moleskine (A)

By: Ryan Raffaelli, Raffaella Sadun and Kathy Qu
Describes the founding and growth challenges facing Moleskine, an Italian-based consumer products company known for its oilcloth-covered notebooks once used by Ernest Hemingway and Vincent van Gogh. CEO Arrigo Berni and co-founder Maria Sebregondi aim to transform the... View Details
Keywords: Creative Industries; Brand Building; Digital Innovation; Digital Services And Strategy; Process Improvement; Culture; Identity Construction; Innovation; Growth and Development Strategy; Leadership; Organizational Change and Adaptation; Organizational Culture; Innovation Strategy; Consumer Products Industry
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    Michael T. Moynihan

    Michael Moynihan is a Lecturer of Business Administration in the Marketing Unit at Harvard Business School. Mike is currently teaching Creating Brand Value, an MBA elective course on brand strategy.  He has also served as an Executive Fellow at Harvard Business... View Details

    • Web

    Marketing & Sales Programs

    • May 2016 (Revised November 2018)
    • Supplement

    Moleskine (B)

    By: Ryan Raffaelli, Raffaella Sadun and Kathy Qu
    This case discusses the decisions and outcomes of CEO Arrigo Berni and founder Maria Sebregondi that the Moleskine (A) case laid out. View Details
    Keywords: Creative Industries; Brand Building; Digital Innovation; Digital Services And Strategy; Process Improvement; Organization Change And Adaptation; Culture; Identity Construction; Growth and Development Strategy; Leadership; Organizational Change and Adaptation; Technological Innovation; Creativity; Brands and Branding; Consumer Products Industry
    Related
    • September 2011 (Revised August 2013)
    • Case

    The Pepsi Refresh Project: A Thirst for Change

    By: Michael I. Norton and Jill Avery
    In 2010, for the first time in 23 years, PepsiCo did not invest in Superbowl advertising for its iconic brand. Instead, the company diverted this $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which... View Details
    Keywords: Risk Management; Marketing Strategy; Customer Focus and Relationships; Advertising Campaigns; Investment Return; Brands and Branding; Marketing Communications; Social Marketing; Cost vs Benefits; Food and Beverage Industry
    Related
    • 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 works well and where the returns... View Details
    Keywords: by Dina Gerdeman; Advertising; Technology
    • November 2016
    • Case

    Pete & Gerry's

    By: Jose Alvarez and Natalie Kindred
    Keywords: ＂Pete ＆ Gerry's; ＂ Eggs; Egg Industry; Avian Flu; Cage Free; Free Range; Agribusiness; Agriculture; Industry Structure; Industry Evolution; Price Volatility; Small Business; Strategy Formulation; Branding; Marketing; Premium Brand; Growth; Consumer; Consumer Behavior; Animal Welfare; Retail; Grocery; Food Labeling; Animal-Based Agribusiness; Advertising Campaigns; Business Model; Change; Change Management; Disruption; Transition; Trends; Volatility; Customer Value and Value Chain; Entrepreneurship; Food; Ethics; Health; Problems and Challenges; Operations; Sales; Risk and Uncertainty; Quality; Public Opinion; Value; Strategy; Agriculture and Agribusiness Industry; Retail Industry; United States
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    • February 2017 (Revised November 2017)
    • Case

    1436: The First Pure Chinese Luxury Fashion Brand?

    By: Anat Keinan, Sandrine Crener and Hannah H. Chang
    The case traces the birth of 1436, a new luxury brand specializing in cashmere garments. It describes how this venture emerged organically out of a combination of manufacturing and retail expertise with the ambition of creating the first pure Chinese luxury brand. The... View Details
    Keywords: Brands and Branding; Marketing Strategy; Product Positioning; Luxury; Global Strategy; Fashion Industry; China
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    • March 2004 (Revised January 2008)
    • Case

    Samsung Electronics Company: Global Marketing Operations

    By: John A. Quelch
    Samsung's global marketing director is assessing how to build the global brand reputation of the company further and upgrade the company's worldwide brand image. To show how to build a global brand. View Details
    Keywords: Global Range; Globalized Firms and Management; Brands and Branding; Reputation
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    • 05 May 2022
    • Research & Ideas

    Why Companies Raise Their Prices: Because They Can

    says. Rising prices don’t stop consumers To test consumers’ willingness to keep buying higher-priced everyday goods, the researchers examined Kilts Nielsen scanner and consumer panel data for about 14.4 million retail products in 133 categories. The researchers focused... View Details
    Keywords: by Rachel Layne
    • 07 Apr 2022
    • Research & Ideas

    Giving Back: Consumers Care More About How Companies Donate Than How Much

    seems like a sizable portion of the firm’s earnings. In fact, consumers favor brands that seem to be giving a larger cut of their profits, even if the total dollar amount is lower compared to brands that... View Details
    Keywords: by Pamela Reynolds
    • 27 Feb 2024
    • Research & Ideas

    Why Companies Should Share Their DEI Data (Even When It’s Unflattering)

    increases brand attitude, and the company is seen as having more commitment to diversifying the workforce.” US law requires companies with more than 100 employees to report their workforce’s gender, race, and ethnicity by job category to... View Details
    Keywords: by Shalene Gupta
    • August 2006 (Revised February 2009)
    • Case

    Tanishq: Positioning to Capture the Indian Woman's Heart

    By: Das Narayandas and Kerry Herman
    The firm has to choose between an established brand, Tanishq, and a new skunkworks brand, GoldPlus, to go after the Indian plain gold jewelry market: Tanishq, initially targeted at a western customer, has undergone strategic retooling and has currently been... View Details
    Keywords: Customers; Brands and Branding; Product Positioning; Segmentation; Apparel and Accessories Industry; India
    Related
    • October 2003 (Revised January 2004)
    • Case

    Burberry

    By: Youngme E. Moon, Erika Kussmann, Emma Penick, Susan Wojewoda and Kerry Herman
    In 2003, Rose Marie Bravo, Burberry's CEO, is debating how to maintain the currency and cachet of the brand across its broad customer base, while entering new product categories and expanding distribution. In the past five years, the brand has become one of the hottest... View Details
    Keywords: Brands and Branding; Management Teams; Luxury; Product Launch; Distribution; Product Positioning; Advertising; Market Entry and Exit; Apparel and Accessories Industry; Fashion Industry; United Kingdom
    Related
    • August 2020 (Revised September 2020)
    • Case

    Facelift at Olay (A)

    By: Sunil Gupta, Rajiv Lal and Olivia Hull
    By October 2017, Procter & Gamble’s skincare brand Olay has been struggling with declining sales for several years. The team has tried many remedies, but none has returned the brand to growth. As pressure grows from Olay’s competitors, including hundreds of new... View Details
    Keywords: Advertising; Advertising Campaigns; Demographics; Age; Brands and Branding; Marketing Channels; Competitive Advantage; Competitive Strategy; Digital Marketing; Transformation; Marketing Strategy; Social Marketing; Beauty and Cosmetics Industry; United States; Ohio
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    • 06 Aug 2019
    • Cold Call Podcast

    Super Bowl Ads Sell Products, but Do They Sell Brands?

    road. He goes on to say, "When there's no man around, Goodyear should be." It probably shouldn't be surprising that advertisers took a chauvinistic tone for spots appearing on a game that was expected to be watched mostly by men. With View Details
    Keywords: Advertising; Sports; Entertainment & Recreation; Media & Broadcasting
    • June 2017
    • Case

    Harmonie Water: Refreshing the World Naturally

    By: John A. Quelch and John L. Teopaco
    The marketing director of Harmonie Mineral Water—the second-best selling bottled water in the world—is using findings from two project studies to assess how to establish a global brand identity for Harmonie via television advertising. He must decide what product... View Details
    Keywords: Brands and Branding; Advertising; Marketing Communications; Global Strategy; Food and Beverage Industry
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    • February 2017
    • Supplement

    The De Beers Group: Exploring the Diamond Reselling Opportunity

    By: Benjamin C. Esty, Daniel P. Gross and Lauren G. Pickle
    In September 2014, Tom Montgomery (SVP of strategic initiatives at the De Beers Group) and his team launched a pilot program in the United States to explore the $1 billion diamond market for pre-owned (recycled) diamonds. According to Montgomery, the motivation for the... View Details
    Keywords: Diamonds; Go-to-market Strategy; Secondary Market; Willingness To Pay; Pilot Program; Strategy Development; Strategy Execution; Scope; Marketing; Advertising; Branding; Customer Value; Pawn Shops; Jewelry; Supply And Demand; Corporate Strategy; Business Strategy; Vertical Integration; Advertising Campaigns; Value Creation; Retail Industry; Consumer Products Industry; Advertising Industry; Mining Industry; United States; United Kingdom; Africa; Botswana; South Africa; Namibia
    Related
    • 07 Jul 2022
    • HBS Case

    How a Multimillion-Dollar Ice Cream Startup Melted Down (and Bounced Back)

    Creamery in 2010, a Brooklyn ice cream parlor that would grow to 16 stores in four states by 2020. Smith’s clever flavors—mixing pecan pie and Sufganiyah jelly donuts in “Thanksgivukkah,” for example—were so enticing that Walt Disney pitched a View Details
    Keywords: by Pamela Reynolds