Publications

19 Nov 2014
HBS Seminar

Duane Varan, MediaScience and Murdoch University

Mohammed Al Barwani

Keywords: Oil; Gas; Mining Exploration; Diversified

May 2024
Supplement

HubSpot and Motion AI (B): Generative AI Opportunities

By: Jill Avery

The technologies driving artificial intelligence (AI) had progressed significantly since HubSpot’s acquisition of Motion AI in 2017. Generative AI was the newest major development. Software-as-a-service (SaaS) companies such as HubSpot were analyzing how generative AI... View Details

Keywords: Artificial Intelligence; CRM; Chatbots; Sales Management; Generative Ai; SaaS; Marketing; Sales; AI and Machine Learning; Customer Relationship Management; Applications and Software; Technological Innovation; Competitive Advantage; Technology Industry; United States

April 2010 (Revised September 2011)
Case

The Dannon Company: Marketing and Corporate Social Responsibility (A)

By: Christopher Marquis, Pooja Mehta Shah, Amanda Elizabeth Tolleson and Bobbi Thomason

At the end of 2009, The Dannon Company was considering pro actively communicating its CSR efforts to consumers. With the strong connection between Dannon's production of health foods and its commitment to health and nutrition-based CSR activities, communicating these... View Details

Keywords: Decision Choices and Conditions; Nutrition; Marketing Communications; Corporate Social Responsibility and Impact; Business and Stakeholder Relations; Risk and Uncertainty; Natural Environment; Food and Beverage Industry

January 2021 (Revised March 2022)
Case

Arçelik: From a Dealer Network to an Omnichannel Experience

By: Ayelet Israeli and Fares Khrais

Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in... View Details

01 Dec 2023
News

Alumni and Faculty Books and Podcasts

Edited by Margie Kelley Alumni Books The World’s Littlest Book on Climate: Ten Facts in Ten Minutes About CO2 By Mike Nelson, Pieter Tans, and Michael Banks (MBA 1983) Independently Published In this updated edition of the world’s smallest book on the world’s biggest... View Details

Keywords: podcasts

November 2024
Article

Price Discounts and Cheapflation During the Post-Pandemic Inflation Surge

By: Alberto Cavallo and Oleksiy Kryvtsov

We study how within-store price variation changes with inflation, and whether households exploit it to attenuate the inflation burden. We use micro price data for food products sold by 91 large multi-channel retailers in ten countries between 2018 and 2024. Measuring... View Details

Keywords: Macroeconomics; Inflation and Deflation; Price; Consumer Behavior; Personal Finance; Product Positioning

Read Now

August 2021 (Revised February 2024)
Case

Perfect Diary (完美日记)

By: Shunyuan Zhang and Sunil Gupta

Jinfeng (David) Huang founded Yatsen Holding Limited in 2016 and launched the first direct-to-consumer (DTC) cosmetic brand, Perfect Diary, in 2017. Perfect Diary used social influencers or key opinion leaders (KOL) to successfully build brand awareness and to grow... View Details

Keywords: Direct-to-consumer; Social Influencers; Marketing; Digital Marketing; Competitive Strategy; Brands and Branding; Expansion; Beauty and Cosmetics Industry; Asia

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

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

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

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

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

March 2019
Teaching Note

Zespri Grows

By: David E. Bell and John Masko

Teaching Note for HBS No. 519-047. 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

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