Publications

June 2017
Case

Harmonie Water: Refreshing the World Naturally

By: John A. Quelch and John L. Teopaco

The marketing director of Harmonie Mineral Water—the second-best selling bottled water in the world—is using findings from two project studies to assess how to establish a global brand identity for Harmonie via television advertising. He must decide what product... View Details

Keywords: Brands and Branding; Advertising; Marketing Communications; Global Strategy; Food and Beverage Industry

October 2004 (Revised July 2013)
Case

Making China Beautiful: Shiseido and the China Market

By: Geoffrey G. Jones, Akiko Kanno and Masako Egawa

Describes the multinational growth of Shiseido, the world's fourth-largest cosmetics company, with a focus on its strategy in China since 1981. Explores the challenges facing firms in the globalization of a culturally specific industry such as cosmetics. The Japanese... View Details

Keywords: Cross-Cultural and Cross-Border Issues; Globalized Firms and Management; Growth and Development Strategy; Resource Allocation; Competition; Beauty and Cosmetics Industry; China; Japan

Teaching Interest

Overview

By: Jill J. Avery

Creating Brand Value (MBA elective course)

Overview:

In the consumer/retail space, brands are often companies’ most valuable assets and sources of their sustainable competitive advantage. But, managing brands to achieve their full value potential... View Details

March 2019
Teaching Note

Zespri Grows

By: David E. Bell and John Masko

Teaching Note for HBS No. 519-047. View Details

06 Aug 2019
Cold Call Podcast

Super Bowl Ads Sell Products, but Do They Sell Brands?

road. He goes on to say, "When there's no man around, Goodyear should be." It probably shouldn't be surprising that advertisers took a chauvinistic tone for spots appearing on a game that was expected to be watched mostly by men. With View Details

Keywords: Advertising; Sports; Entertainment & Recreation; Media & Broadcasting

September 2000
Case

Renaming Computer Power Group

Presents results of a consumer survey used to guide selection of a new corporate brand name. Four alternative names are tested for their ability to communicate desired company attributes to consumers. The pros and cons of developing brand names at corporate versus... View Details

Keywords: Organizational Culture; Brands and Branding

Research Summary

Consumer Decision Making and Behavioral Research

By: John T. Gourville

John Gourville’s research focuses on consumer behavior, especially in the areas of pricing and consumer decision making. In the area of pricing, for instance, he has looked at the role of time on how consumers interpret and react to product costs and prices.... View Details

October 2015
Teaching Plan

The Coca-Cola Company's Case for Creative Transformation

By: Thales Teixeira

This Teaching Plan is to be used with the Video Case "The Coca-Cola Company's Case for Creative Transformation" (HBS No. 815-714) View Details

08 Jan 2019
First Look

New Research and Ideas, January 8, 2019

indifferent attitude towards the country and felt that Israelis were dissimilar to them. In an attempt to change the situation, several individuals and entities embarked on various initiatives aimed at View Details

Keywords: Dina Gerdeman

September 2023 (Revised February 2024)
Case

Accelerating with Caution: Forecasting and Managing birddogs' Growth

By: Mark Egan

As 2017 was drawing to a close, birddogs’ founder and CEO, Peter Baldwin, was working with his CFO Jack Sullivan to prepare for 2018. Their task at hand? To predict the demand for their product in the coming season, determine the appropriate investments in working... View Details

Keywords: Inventory; Working Capital; Forecasting and Prediction; Organizational Change and Adaptation; Financing and Loans; Apparel and Accessories Industry

April 2012
Case

Introducing iSnack 2.0: The New Vegemite

By: Anat Keinan, Francis Farrelly and Michael Beverland

Vegemite is an iconic Australian breakfast spread and is often seen as a quintessential Australian product. This case focuses on Kraft's decision to revitalize brand performance through the introduction of a brand extension. Drawing on extensive social media analysis... View Details

Keywords: Food; Product Launch; Conflict and Resolution; Brands and Branding; Food and Beverage Industry; Food and Beverage Industry

August 2023 (Revised September 2023)
Case

Zegna

By: Rohit Deshpandé, Dante Roscini and Elena Corsi

In 2023, the Italian luxury Zegna brand, traditionally known for formal menswear, was refocusing towards leisure wear, following a recent consumer trend. Such a move exposed the brand to more competition, in a segment where perhaps its made-in-Italy feature was less of... View Details

Keywords: Marketing Strategy; Product Marketing; Product Positioning; Luxury; Competition; Fashion Industry; Italy

Research Summary

Consumer-Brand Relationships

Susan M. Fournier is conducting extensive research into the relationships consumers form with brands. Her work builds on the premise that, although marketers espouse the notion of relationships in current thought and practice, none have theoretically maximized the... View Details

07 Apr 2022
Research & Ideas

Giving Back: Consumers Care More About How Companies Donate Than How Much

perception is that brands that sacrifice relatively more of their earnings seem more generous,” says Elizabeth Keenan, assistant professor of business administration at HBS. “There's some good will associated with that type of generosity... View Details

Keywords: by Pamela Reynolds

Research Summary

Overview

By: Jill J. Avery

I love brands and have been managing them and studying them for 25 years, as a brand manager and as an academic researcher and teacher. My research program focuses on brand management and customer relationship management and centers on themes relating to the meaning of... View Details

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

Profile

Ann S. Moore

Ann S. Moore (MBA 1978), the first female chair and CEO of Time Inc., oversaw nearly 150 magazines and their brand extensions. During her tenure, she launched more magazines... View Details

Keywords: Entertainment / Media; Entrepreneurship

September 2023
Supplement

Accelerating with Caution: Forecasting and Managing birddogs’ Growth (B)

By: Mark Egan

As 2017 was drawing to a close, birddogs’ founder and CEO, Peter Baldwin, was working with his CFO Jack Sullivan to prepare for 2018. Their task at hand? To predict the demand for their product in the coming season, determine the appropriate investments in working... View Details

Keywords: Working Capital; Forecasting and Prediction; Expansion; Production; Apparel and Accessories Industry

January 2011 (Revised January 2014)
Case

Rebranding Gallagher

By: Rohit Deshpande and Keith Chi-ho Wong

Steve Tucker, the Deputy CEO of Gallagher Group Limited (GGL), the world's largest electric fence company, was about to present a new branding strategy to the company's senior managers and Bill Gallagher, Jr., CEO. After spending more than 18 months with brand... View Details

Keywords: Globalized Firms and Management; Brands and Branding; Marketing Strategy; Distribution; Industrial Products Industry