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Publications - Faculty & Research

accessible financial services tailored to Black and Brown communities, but available to all.... View Details Keywords: Purpose ; Identity ; Cultural Branding ; Impression Management ; Organization Behavior ;... View Details

September 2010
Case

Quanta Research Institute: Rainforest or Hothouse?

By: Willy C. Shih, Jyun-Cheng Wang and Ho Howard Yu

Barry Lam, the CEO and founder of Quanta Computer (the largest notebook computer manufacturer worldwide), has recognized for many years that he had to transform the company to decrease its dependence on producing commodity hardware for other global brands and move the... View Details

Keywords: Change Management; Leading Change; Growth and Development Strategy; Product Development; Organizational Change and Adaptation; Research and Development; Computer Industry; Taiwan

May 2011 (Revised July 2011)
Case

Fiat-Chrysler Alliance: Launching the Cinquecento in North America

By: Gary P. Pisano, Phillip Andrews and Alessandro Di Fiore

Fiat ended its 27-year absence in the North American automobile market when the first Cinquecento (500)—a very small, iconic Italian car that had strong sales in Europe—was delivered on March 10, 2011. The Italian automaker re-entered the market through an alliance... View Details

Keywords: Product Launch; Product Positioning; Mergers and Acquisitions; Partners and Partnerships; Globalization; Operations; Growth and Development Strategy; Integration; Auto Industry; North America; Europe

February 2017 (Revised April 2018)
Case

Kameda Seika: Cracking the U.S. Market

By: Elie Ofek, Nobuo Sato and Akiko Kanno

In spring 2016, Kameda’s CEO, Michiyasu Tanaka, is facing difficult questions from board members over the lackluster performance of the company’s U.S. subsidiary. Kameda was the leading player in the Japanese rice cracker market and was looking to expand overseas to... View Details

Keywords: Marketing Strategy; Growth and Development Strategy; Adaptation; Performance Improvement; Food and Beverage Industry; Manufacturing Industry; Japan; United States

June 2007 (Revised January 2008)
Case

The Vanguard Group, Inc. in 2006 and Target Retirement Funds

By: Luis M. Viceira

The Vanguard Group is one of the largest asset managers in the U.S., with over $1 trillion in assets, ninety percent of which are mutual fund assets, and more than 12,000 employees at year-end 2006. Vanguard has built a strong reputation as the manager of reference for... View Details

Keywords: Asset Management; Investment Funds; Personal Finance; Brands and Branding; Retirement; Trust; Financial Services Industry; United States

June 2025 (Revised July 2025)
Case

Full-Funnel Advertising on TikTok

By: Jeremy Yang, Ayelet Israeli and Alexis Lefort

In 2025 TikTok is working to grow its brand and performance advertising business, along with a new integrated full-funnel solution. As an emerging media platform with unique ad formats and user behavior in a privacy-first environment, TikTok faces both significant... View Details

Keywords: Social Media; Growth and Development Strategy; Advertising; Brands and Branding; Digital Marketing; Measurement and Metrics

October 2022
Supplement

The SAH Group: The Time is Right, Instructor Spreadsheet

By: Juan Alcacer and Alpana Thapar

In January 2021, Jalila Mezni, CEO of the SAH Group, was preparing to present the company’s future growth plans to its board of directors. The Tunisian company was a leading producer and distributor of personal care and packaged hygiene products. In 2019, it expanded... View Details

Keywords: Growth Strategy; Entrepreneurship; Investment Decisions; Growth Management; Vertical Integration; Distribution; Competition; Strategy; Supply Chain; Presentations; Product Positioning; Market Entry and Exit; Consumer Products Industry; Pulp and Paper Industry; Health Industry; Tunisia

April 2004 (Revised September 2004)
Case

IKEA Invades America

By: Youngme E. Moon

In 2002, the IKEA Group is the world's top furniture retailer, with 154 stores worldwide. In the United States, IKEA operates 14 stores, all of which have been enormously popular despite their self-service requirements. The company's goal is to have 50 stores in... View Details

Keywords: Growth and Development Strategy; Brands and Branding; Product Positioning; Goals and Objectives; Competitive Advantage; Globalized Firms and Management; Retail Industry; United States

Web

Doctoral

Organizational Behavior Professor Shunyuan Zhang Marketing Student Research Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers By: Mengjie Cheng and Shunyuan Zhang 01 JUL 2025 | View Details

October 2022
Supplement

The SAH Group: The Time is Right, Spreadsheet Supplement

By: Juan Alcacer and Alpana Thapar

In January 2021, Jalila Mezni, CEO of the SAH Group, was preparing to present the company’s future growth plans to its board of directors. The Tunisian company was a leading producer and distributor of personal care and packaged hygiene products. In 2019, it expanded... View Details

Keywords: Growth Strategy; Entrepreneurship; Investment Decisions; Growth Management; Vertical Integration; Distribution; Competition; Strategy; Supply Chain; Presentations; Market Entry and Exit; Product Positioning; Consumer Products Industry; Pulp and Paper Industry; Health Industry; Tunisia

April 1995 (Revised April 1995)
Case

Pillsbury: Customer Driven Reengineering

By: Robert S. Kaplan

Pillsbury is transforming itself from an integrated producer of flour and bakery products to a value-added supplier of premium branded products. After initial successes applying activity-based costing to manufacturing operations, two senior executives decide to... View Details

Keywords: Organizational Change and Adaptation; Production; Cost Management; Activity Based Costing and Management; Customer Value and Value Chain; Food and Beverage Industry

19 Jul 2011
Working Paper Summaries

Signaling to Partially Informed Investors in the Newsvendor Model

Keywords: by Vishal Gaur, Richard Lai, Ananth Raman & William Schmidt

May 2006 (Revised April 2009)
Case

Cola Wars Continue: Coke and Pepsi in 2006

By: David B. Yoffie and Michael Slind

Examines the industry structure and competitive strategy of Coca-Cola and Pepsi over 100 years of rivalry. New challenges in 2006 include boosting flagging carbonated soft drink (CSD) sales and finding new revenue streams. Both firms also began to modify their... View Details

Keywords: History; Competitive Strategy; Industry Structures; Growth and Development Strategy; Food and Beverage Industry; United States

January 2010 (Revised December 2012)
Case

Knight the King: The Founding of Nike

By: Noam Wasserman and Kyle Anderson

It had taken Phil Knight 16 long years to build Nike into the number one athletic-shoe company in the country. When Knight had first conceived of the company for an MBA class project, Adidas had had more than 80% market share, but Knight's marketing approach had... View Details

Keywords: Business Startups; Entrepreneurship; Initial Public Offering; Leadership; Growth and Development Strategy; Marketing Strategy; Competitive Advantage; Apparel and Accessories Industry

January 2007 (Revised January 2008)
Case

Charles Schwab & Co., Inc.: The "Talk to Chuck" Advertising Campaign

By: John A. Quelch

Schwab management is evaluating the success of the recently launched "Talk to Chuck" advertising campaign. This campaign aims to differentiate Schwab in the cluttered financial services marketplace. Test market results facilitate discussion of advertising objectives,... View Details

Keywords: Advertising Campaigns; Communication Strategy; Brands and Branding; Media; Performance Evaluation; Financial Services Industry

October 2022 (Revised December 2022)
Case

Aphro Beverages

By: Frank V. Cespedes and Amram Migdal

This case focuses on distribution, sales, and product decisions as Aphro Beverages reaches an inflection point in its growth trajectory. In 2020, Aphro Beverages, based in Accra, Ghana, successfully launched its brand and brought two new alcoholic spirits products to... View Details

April 2010 (Revised December 2010)
Case

Shanzhai! MediaTek and the "White Box" Handset Market

By: Willy C. Shih, Chen-Fu Chien and Jyun-Cheng Wang

The term "white box" is often used to describe products without a brand name. Such products are assembled from standardized parts, and they became a very popular category of desktop PCs. Hsinchu, Taiwan based MediaTek is a fabless semiconductor company that unleashed a... View Details

Keywords: Disruptive Innovation; Growth and Development Strategy; Emerging Markets; Competitive Advantage; Wireless Technology; Semiconductor Industry; Taiwan

9 AM – 5 PM EST, 12 Feb 2022
Virtual Programming

31st Women In Business Conference: Building a Successful Life

We are thrilled to invite you to the 31st Annual Dynamic Women in Business Conference. The conference provides an exciting opportunity to forge new connections while learning from the experiences of all our speakers and each other. The theme of the conference is... View Details

January 2015
Case

Burberry in 2014

By: Anita Elberse

In February 2014, Burberry's chief executive officer Angela Ahrendts is preparing to hand the reins of the English luxury fashion company to chief creative officer Christopher Bailey. Under their partnership, in place since 2006, Burberry's revenues have tripled to... View Details

Keywords: Management Succession; Luxury; Product Marketing; Brands and Branding; Manufacturing Industry; Fashion Industry; Great Britain

January 2008
Article

Innovation Killers: How Financial Tools Destroy Your Capacity to Do New Things

By: Clayton M. Christensen, Stephen P. Kaufman and Willy C. Shih

Most companies aren't half as innovative as their senior executives want them to be (or as their marketing claims suggest they are). What's stifling innovation? There are plenty of usual suspects, but the authors finger three financial tools as key accomplices.... View Details

Keywords: Investment; Innovation and Management; Growth and Development Strategy; Business and Shareholder Relations; Prejudice and Bias; Value Creation

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