Publications

27 Jan 2011
News

Dancing elephants

August 1999 (Revised July 2009)
Case

Tricon Restaurants International: Globalization Re-examined

By: Pankaj Ghemawat and Tarun Khanna

Describes a leading fast food operator/franchiser trying to consolidate and standardize its operations worldwide and focus its efforts on a few key markets. Lends itself to a discussion of how global the fast food industry is, whether Tricon's new international... View Details

Keywords: Business Ventures; Global Strategy; Markets; Operations; Competition; Consolidation; Food and Beverage Industry

June 2025
Exercise

Full-Funnel Advertising on TikTok: An Experiment (Solution)

By: Jeremy Yang and Ayelet Israeli

TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details

June 2025
Supplement

Full-Funnel Advertising on TikTok: An Experiment

By: Jeremy Yang and Ayelet Israeli

TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details

August 2000 (Revised September 2005)
Case

Callaway Golf Company

By: Rajiv Lal and Edie Prescott

Describes a situation faced by Mr. Ely Callaway, the 80-year-old founder, chairman, and CEO of Callaway Golf Co., in the fall of 1999. After a decade of stunning success with the marketing concept, Callaway suffered a significant loss and witnessed a steep decline in... View Details

Keywords: Marketing Strategy; Crisis Management; Communication Strategy; Product; Business Strategy; Change Management; Competitive Advantage

Youngme Moon is the Donald K. David Professor of Business at Harvard Business School. Professor Moon's research sits at the intersection of brand strategy and culture, with a particular focus on the emergent AI economy. She is the author of the bestselling book, View Details

June 2003
Module Note

Managing Segments-Module Note

By: Das Narayandas

Describes the Managing Segments module of the Business Marketing course. View Details

Keywords: Marketing; Curriculum and Courses; Business Education

August 2018 (Revised June 2019)
Case

Oaktree: Pierre Foods Investment

By: Victoria Ivashina and Mike Harmon

This case is a setting to discuss “loan to own” investment strategy that is often pursued by distressed investors. The aftermath of the 2007 financial crisis left many companies with poor liquidity and limited ability to obtain credit. One of these companies was Pierre... View Details

Keywords: Distress Investing; Investment; Debt Securities; Strategy; Restructuring

14 Nov 2019
HBS Seminar

Volodymyr Babich, Georgetown University

January 2008
Article

The Five Competitive Forces That Shape Strategy

By: Michael E. Porter

This article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. In 1979, a young associate professor at Harvard Business School published his first... View Details

Keywords: Profit; Five Forces Framework; Industry Growth; Industry Structures; Business and Government Relations; Competitive Strategy

Find at Harvard

22 Feb 2012
Working Paper Summaries

The Dynamic Effects of Bundling as a Product Strategy

Keywords: by Timothy Derdenger & Vineet Kumar; Video Game

August 2021
Case

Yummy: Delivering Value to Venezuela

By: Ayelet Israeli, Jenyfeer Martinez Buitrago and Carla Larangeira

By June 2021, Yummy had become Venezuela’s first and largest food delivery app and last-mile logistics company. In Caracas, the nation’s capital, Yummy held a 55% market share, while operations in other cities had already started to take place, including in three of... View Details

Keywords: Internet and the Web; Health Pandemics; Business Startups; Growth and Development Strategy; Expansion

11 Oct 2010
News

It Pays to Hire Women in Countries That Won't

June 2008
Article

Current State of Fellowship Hiring: Is a Universal Match Necessary? Is It Possible?

By: Christopher D. Harner, Anil S. Ranawat, Muriel Niederle, Alvin E. Roth, Peter J. Stern, Shepard R. Hurwitz, William Levine, G. Paul DeRosa and Serena S. Hu

Currently, approximately ninety percent of the six hundred twenty graduating orthopaedic residents are planning on entering a post-graduate fellowship. Since January of 2005, two of the largest fellowship match programs, Sports Medicine and Spine Surgery, were... View Details

Keywords: Medical Specialties; Recruitment; Selection and Staffing; Employment; Market Timing; Marketplace Matching; Health Industry

Find at Harvard

August 2019
Case

Humanistic Capitalism at Brunello Cucinelli

By: Francesca Gino and Gary Pisano

This case explores one company’s attempt to experiment with a different underlying model for a capitalist enterprise. Brunello Cucinelli, S.p.A. is a leading manufacturer of luxury fashion apparel. Despite being a publicly traded enterprise with annual revenues... View Details

Keywords: Corporate Culture; Human Resource Practices; Growth; Growth Strategy; Motivation; Values; Fashion; Capitalism; Organizational Culture; Values and Beliefs; Human Resources; Management; Business Model; Policy; Behavior; Growth and Development Strategy; Luxury; Italy

12 PM – 1 PM EDT, 30 Sep 2014
Webinars: Trending@HBS

Building a Global Brand: Why You Aren't Buying Venezuelan Chocolate

Building a Global Brand: Why you arent buying Venezuelan chocolate The next wave of global challengers will be firms from emergent market countries like Brazil, China, and India. Who are these companies and what are the barriers they are trying to overcome? View Details

January 2003 (Revised September 2007)
Background Note

A Note on Racing to Acquire Customers

By: Thomas R. Eisenmann

Examines factors that motivate a firm's race to acquire customers in newly emerging markets and explores conditions under which racing strategies are likely to yield attractive returns. Provides a definition of racing behavior, introduces the notion of an optimal level... View Details

Keywords: Customers; Price Bubble; Network Effects; Emerging Markets; Market Entry and Exit; Behavior; Competition

September 1989 (Revised January 1991)
Case

Massachusetts Lottery

By: John A. Quelch

Describes the role of state lotteries, lottery marketing, and the operation of the Massachusetts State Lottery, including reference to Massachusetts lottery advertising. Highlights the success of state lotteries while also noting growing criticism, particularly of... View Details

Keywords: Ethics; Marketing; Advertising; Government and Politics; Public Administration Industry; Massachusetts