Publications

December 2012
Article

Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending

By: Jill Avery

I study the Porsche Cayenne SUV launch to ethnographically analyze how men consuming a gendered brand respond to perceived brand gender contamination. Consumers' communal gender work in a Porsche brand community is analyzed to uncover brand gender contamination's... View Details

Keywords: Brands; Brand Building; Brand Equity; Brand Management; Brand Positioning; Marketing; Brands and Branding; Marketing Strategy; Product Marketing; Consumer Behavior; Gender; Identity; Customer Focus and Relationships; Consumer Products Industry; Consumer Products Industry

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December 2023 (Revised February 2024)
Case

21Seeds: Taking Shots at Breakout Growth

By: Elie Ofek, Julian De Freitas, Michael Moynihan and Nicole Tempest Keller

21Seeds, a female-founded flavor-infused tequila startup launched in 2019, had made inroads into the alcoholic beverage industry by focusing on an underserved consumer segment in spirits—women, primarily in their 30s and 40s, many of whom were moms—and by following a... View Details

Keywords: Mergers and Acquisitions; Business Startups; Growth and Development Strategy; Brands and Branding; Product Positioning; Distribution Channels; Sales; Food and Beverage Industry

Web

Managing the Future of Work

multi-million-dollar business, starting with YouTube hairstyle tutorials in 2009 and expanding into brand sponsorships, licensing, and product ownership. By 2024, she and her twin daughters had amassed over 40 million followers and View Details

September 1994
Case

BayFunds

By: Alvin J. Silk, Lisa Klein Pearo and Jamie Harper

In June, 1994, the Senior Vice President of BayBank's Investment Management Group is preparing a strategic plan for her organization's line of mutual funds. Sixteen months earlier, BayBank, Massachusetts's leading retail bank, had entered the mutual fund business by... View Details

Keywords: Banks and Banking; Marketing Strategy; Brands and Branding; Investment Funds; Product Marketing; Integration; Financial Services Industry

November 2010 (Revised July 2011)
Case

FreshTec: Revolutionizing Fresh Produce

By: Jose B. Alvarez and Ryan Johnson

Entrepreneurial produce packaging firm, which has developed a disruptive technology that keeps fresh produce and flowers fresh for significantly longer, faces strategic growth decisions. CEO Bob Wright must decide how best to bring his company's unique packaging... View Details

Keywords: Decision Making; Disruptive Innovation; Leadership; Growth and Development Strategy; Product Launch; Supply Chain; Value Creation; Service Industry

John A. Quelch is Executive Vice Chancellor and Distinguished Professor of Social Science at Duke Kunshan University. He is also John DeButts Professor at Duke University's Fuqua School of Business. Between 2017 and 2023 he was the Leonard M. Miller University... View Details

Keywords: consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products

09 Apr 2008
Research & Ideas

The Matchmaker of the Modern Economy

manufacturing new mechanical or scientific instruments. And the city has always had a revolutionary streak, with movements for women's suffrage, antislavery, and the American Revolution itself all being launched from its streets. Georges... View Details

Keywords: by Spencer E. Ante

Web

Technology & Operations Management - Faculty & Research

bid to partner with Daiichi Sankyo to develop the next three products in its oncology pipeline. Daiichi Sankyo, a 125-year old Japanese pharmaceutical company, had shifted its strategic focus toward oncology in 2015. In 2019, through a... View Details

Web

Marketing - Faculty & Research

proving to be more challenging than expected and the team had needed to make changes to the brand's name and positioning, price points, and its product quality, styles, and fits to accommodate the needs of retailers and consumers in the... View Details

Program

Competing in the Age of Digital Platforms

a competitive advantage Understand the core fundamentals of how to launch and maintain a platform business that outperforms digital and conventional competitors in the United States, China, and other global markets Identify how to... View Details

August 2022
Exercise

Joy4Home Brands: Pricing Matters

By: Elie Ofek, Oded Koenigsberg and Marco Bertini

Joy4Home Brands, the maker of novel houseware items, was gearing up for its launch. The company would be introducing two lines: kitchenware products and storage containers. The initial go-to-market plan called for a direct to consumer (DTC) channel strategy. While... View Details

Keywords: DTC; Pricing Decisions; B2B; Product Marketing; Product Launch; Marketing Strategy; Business Model; Opportunities; Consumer Products Industry

23 Feb 2009
Research & Ideas

Creative Entrepreneurship in a Downturn

Whatever the headlines predict these days, there may still be good news for entrepreneurs. Many successful products, services, and pivotal ideas have been launched during an economic lull, according to Bhaskar Chakravorti, a senior... View Details

Keywords: by Martha Lagace

28 Oct 2008
First Look

First Look: October 28, 2008

pulled from the Creative Suite 3 marketing materials and from the launch entirely because it was in danger of missing a deadline. Murray wonders if and how to respond to the email that was addressed to her Device Central colleague, group... View Details

Keywords: Martha Lagace

09 Jan 2024
In Practice

Harnessing AI: What Businesses Need to Know in ChatGPT’s Second Year

contexts demonstrated that generative AI has the potential to enhance productivity (speed and efficiency of task completion), quality (precision in execution), and creativity (albeit with limitations). Notably, the simulation of synthetic... View Details

Keywords: by Rachel Layne; Information Technology

November 2000
Case

Dean Foods

By: Ray A. Goldberg, David E. Bell, Ann Leamon and Kim Slack

After 50 years of successful growth, mostly by acquisition, Dean Foods, the nation's second-largest dairy processor, has established a division to develop and market branded products nationally. Can a $4 billion company rely on a $300 million growth vehicle? Is this... View Details

Keywords: Mergers and Acquisitions; Business Divisions; Transition; Food; Goods and Commodities; Brands and Branding; Product Launch; Product Positioning; Product Development; Value Creation; Food and Beverage Industry; Retail Industry