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  • July 2004 (Revised January 2007)
  • Case

H&R Block and "Everyday Financial Services"

By: Peter Tufano and Daniel Schneider
H&R Block, the U.S. market leader in tax preparation services, must decide whether to offer financial services to its low-income clients. H&R Block is facing increased competition from branded and nonbranded tax preparers, and the number of returns prepared by the... View Details
Keywords: Financial Management; Income; Taxation; Product Development; Financial Services Industry; United States
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  • Research Summary

Advertising and the Economics of Attention

Using novel technologies, such as eye- and face-tracking, to gauge attentional and emotional (facial) reactions to advertising, Professor Teixeira studies how advertising effectiveness can be optimized. Through complex statistical models of consumer response, he... View Details
  • December 2015 (Revised February 2017)
  • Case

BRF

By: David E. Bell and Natalie Kindred
In 2015, BRF's new leadership team is transforming several aspects of the Brazilian protein giant, which had grown sluggish after the 2011 merger that created it. Underlying their reforms are the common goals of reducing bureaucracy, streamlining decision making, and,... View Details
Keywords: BRF; Brasil Foods; Tarpon; Brazil; Marketing; Protein; Commodity; Commodities; Branding; Turnaround; Culture; Transformation; Mergers; Change Management; Private Equity; Distribution; Food; Goods and Commodities; Supply Chain; Mergers and Acquisitions; Trade; Brands and Branding; Food and Beverage Industry; Brazil
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  • May 2024
  • Teaching Note

The Meteoric Rise of Skims

By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger
Teaching Note for HBS Case No. 524-023, "The Meteoric Rise of Skims." View Details
Keywords: Brand; Branding; Direct-to-consumer; DTC; Influencers; Influencer Marketing; Fashion; Growth; Direct Marketing; Influence; Reputation; Social Influence; Consumer Goods; Consumer Products; Female Entrepreneur; Female Protagonist; Entrepreneurship And Strategy; Brand ＆ Product Management; Competitive Advantage; Online Followers; Retail; Retail Formats; Retailing; Online Retail; Celebrities; Celebrity; Celebrity Endorsement; Go To Market Strategy; Apparel; Startup Marketing; Startups; Brands and Branding; Growth and Development Strategy; Growth Management; Distribution Channels; Digital Marketing; Advertising; Power and Influence; Social Media; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; United States
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  • Research Summary

Real Options and Financial Decisions Under Uncertainty

Marc L. Bertoneche is developing material relevant to the business world in this field. He is particularly interested in applying the Real Option approach to Brand Valuation. View Details
  • January 2016
  • Case

Sentient Jet: The Uber of Private Jets

By: Anat Keinan and Sandrine Crener
Founded in 1999 in the Boston area, Sentient Jet had become a leading private aviation company in the United States. Its success was built on the introduction of a groundbreaking membership program that offered business travelers the flexibility and convenience of... View Details
Keywords: Private Jets; Private Aviation; Luxury; Luxury Service; Uber; Branding; Growth Strategy; Client Acquisition; Innovative Business Model; Disruptive Innovation; Collaborative Consumption; Disruption; Disruptive Business Model; Travel; Reputation Management; Sharing Economy; Word Of Mouth; Customer Engagement; Aircraft; Membership Programs; Loyalty Program; Brand Positioning; Brand Building; Brand Differentiation; Customer Service; Exceeding Consumer Expectations; 2-way Business Model; Marketing Partnerships; Netjet; Air Transportation; Entrepreneurship; Growth and Development Strategy; Air Transportation Industry
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  • December 2018 (Revised October 2019)
  • Case

Barteca: The Challenge and Opportunity of Private Equity

By: Lena G. Goldberg and Michael S. Kaufman
Andy Pforzheimer and Sasa Mahr-Batuz, co-founders of a highly successful seven-location restaurant brand, had just opened the first location of a new brand. They had mapped out future expansion for both brands but wondered if, rather than lining up an assortment of... View Details
Keywords: Restaurants; Brands and Branding; Expansion; Private Equity; Strategy; Decision Making
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  • March 2014
  • Case

Jurlique: Globalizing Beauty from Nature and Science

By: Geoffrey Jones and Andrew Spadafora
Considers the marketing and strategic challenges faced by natural beauty brands using the case of Australian-based Jurlique, which was acquired by Pola of Japan in 2011. The case opens two years later in July 2013 when Sam McKay, the chief executive officer, on a visit... View Details
Keywords: Australia; China; Environmental Strategies; Green Business; Marketing; Entrepreneurship; Globalization; Beauty and Cosmetics Industry; China; Australia; United States
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    OYO: Creating Effective Spaces

    Twenty-four-year old Ritesh Agarwal, founder and CEO of India-based online hotel branding network OYO Rooms, has tackled the issue of unreliability in India's highly fragmented budget hotel industry. In 2018, OYO branded 8,500 properties across 200 cities and... View Details
    • 05 Mar 2015
    • Video

    EiR Janet Kraus, founder and CEO, Peach

    • 2005
    • Book

    Renewing Unilever: Transformation and Tradition

    By: Geoffrey Jones
    This book examines the history of Unilever over the last half century. Managing such a firm in the era of globalization posed enormous challenges. The book covers the company's strategies and provides compelling evidence of its decision-making, marketing, brand... View Details
    Keywords: Business History; Decision Making; Organizational Culture; Globalization; Transformation; Human Resources; Business Strategy; Brands and Branding; Innovation and Invention; Consumer Products Industry
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    • June 2018
    • Case

    Relax (Boston): Innovating and Growing an Entrepreneurial Business

    By: Paul Marshall and Carole Carlson
    The Relax case traces the history of a massage services company from its founding in 2007 to mid-2017, when it is considering the best strategy for growth and an acquisition. The company's owner and top managers wonder how the firm should reorganize to cope with the... View Details
    Keywords: Growth and Development Strategy; Growth Management; Acquisition; Brands and Branding; Entrepreneurship; Organizational Design
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    • Awards

    American Marketing Association. Marketing Communications Special Interest Group Best Paper Award

    By: Sunil Gupta
    Winner of the 2003 Best Paper Award from the Marketing Communications Special Interest Group of the American Marketing Association for "Long Term Impact of Promotion and Advertising on Consumer Brand Choice" (with Carl Mela and Donald R. Lehmann, Journal of... View Details
    • 05 Mar 2015
    • Video

    EiR Marla Malcolm Beck, co-founder and CEO, Bluemercury

    • 2024
    • Working Paper

    Consumer Inertia and Market Power

    By: Alexander MacKay and Marc Remer
    We study the pricing decisions of firms in the presence of consumer inertia. Inertia, which can arise from habit formation, brand loyalty, and switching costs, generates dynamic pricing incentives. These incentives mediate the impact of competition on market power in... View Details
    Keywords: Consumer Inertia; Market Power; Dynamic Competition; Demand Estimation; Consumer Behavior; Markets; Performance; Competition; Price
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    • 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... View Details
    Keywords: Sean Silverthorne
    • 03 Mar 2013
    • News

    Martha Stewart, Macy's and the Meaning of 'Store'

    • Research Summary

    Pricing and Promotions

    Price promotions offered by product manufacturers to channel intermediaries are the subject of much current debate, as well as attempts by packaged goods manufacturers to curb, if not eliminate, their use. Samuel S. Chun's research, which includes the development of... View Details
    • April 2005 (Revised February 2006)
    • Case

    L'Oreal and the Globalization of American Beauty

    By: Geoffrey G. Jones, David Kiron, Vincent Dessain and Anders Sjoman
    Examines L'Oreal's acquisition of leading U.S. cosmetics brands, including Maybelline, Redken, and Kiehl's, and their subsequent renewal and globalization. Reviews the history of L'Oreal, now the world's largest cosmetics company, from its origins in France in 1907.... View Details
    Keywords: Management; Corporate Strategy; Problems and Challenges; Brands and Branding; Business History; Globalization; Acquisition; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; France; United States
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    • July–August 2018
    • Article

    From Niche to Mainstream (HBR Case Study)

    By: Elie Ofek
    A large Japanese snack maker faces challenges in marketing products in the US. Several options for jumpstarting sales are presented. View Details
    Keywords: New Product Marketing; Retail Trade; Private Label; International Expansion; Cultural Branding; Consumer Packaged Goods (CPG); Product Marketing; Expansion; Global Range; Brands and Branding; Strategy; Food and Beverage Industry; Food and Beverage Industry
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