Brand Management - Publications - Faculty & Research - Harvard Business School

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2014
Working Paper

Principals and Their Car Dealers: What Do Targets Tell About Their Relation?

By: Jan Bouwens, Eddy Cardinaels and Jingwen Zhang

In this study we describe target setting and target achievements for a car dealership. Car dealers are eligible for a discount on the purchase price conditional on their achieving the sales targets set by the franchisor. We show that car dealers (franchisees) who... View Details

Keywords: Goals and Objectives; Motivation and Incentives; Franchise Ownership; Auto Industry; Retail Industry

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

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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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

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

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

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

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

May 2011 (Revised March 2012)
Case

InterfaceRAISE: Sustainability Consulting

By: Michael W. Toffel, Robert G. Eccles and Casey Taylor

InterfaceRAISE is a sustainability management consulting firm created to leverage the capabilities of its parent company Interface Inc., a carpet manufacturer recognized as a global leader in corporate environmental sustainability. This case illustrates the challenges... View Details

Keywords: Problems and Challenges; Integrated Corporate Reporting; Corporate Social Responsibility and Impact; Entrepreneurship; Performance; Environmental Accounting; Profit; Marketing Strategy; Human Resources; Business Model; Leveraged Buyouts; Salesforce Management; Consulting Industry; Manufacturing Industry

Kym Lew Nelson

Kym Lew Nelson joined the NOM unit of the Harvard Business School as a Visiting Lecturer in January of 2020. In July of 2020, she became a Senior Lecturer in the Negotiations unit. Prior to joining the faculty, Kym was a guest lecturer in the Negotiations class at... View Details

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

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

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 2006 (Revised July 2016)
Case

Gordon Bethune at Continental Airlines

By: Nitin Nohria, Anthony Mayo and Mark Benson

A $385 million loss for the final months of fiscal year 1994 signaled Continental might go bankrupt. Could new CEO Gordon Bethune turn Continental around? Continental was in dire straits because the deregulation of the commercial airline industry in 1978 ushered in a... View Details

Keywords: Transformation; Insolvency and Bankruptcy; Profit; Leading Change; Organizational Change and Adaptation; Performance Improvement; Labor and Management Relations; Air Transportation Industry

November 2005 (Revised September 2007)
Case

Beijing Hualian

By: David E. Bell and Mary L. Shelman

China's fifth largest domestic retailer faced intensifying competition from Wal-Mart and Carrefour with the opening of China's fast-growing retail market in January 2005. In response, Beijing Hualian developed a new "Family Store" format targeted at the nation's... View Details

Keywords: Marketing Strategy; Product Positioning; Consumer Behavior; Competition; Corporate Strategy; Retail Industry; China

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27 Aug 2007
Op-Ed

Mattel: Getting a Toy Recall Right

design flaws in the toys with the magnets that could come loose. But Mattel deserves praise for now stepping up to its responsibilities as the leading brand in the toy industry. What has Mattel done right? The CEO has taken personal... View Details

Keywords: by John Quelch; Consumer Products

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

27 May 2014
First Look

First Look: May 27

drove the rise in importance and prestige of American beauty brands. In the more recent past, L'Oréal has fostered a new pluralism in beauty by acquiring American and other international brands and offering global consumers a portfolio of... View Details

Keywords: Sean Silverthorne

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