Publications

November 2004 (Revised April 2009)
Case

Launching the New MINI

By: Douglas B. Holt and John A. Quelch

Focuses on how strategy is transformed into creative branding materials. Reports on the development of a wide variety of brand communication materials produced to support the MINI launch in the United States. MINI USA executives worked with their ad agency Crispin... View Details

Keywords: Advertising; Brands and Branding; Marketing Strategy; Product Launch; Creativity; Auto Industry; United States

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

October 2001
Case

Mountain Dew: Selecting New Creative

Highlights the key role of selecting creative in brand communications, the challenges of building a brand in a turbulent cultural environment, the challenges of extending an advertising campaign, and the interpretation of ads as a crucial senior management skill.... View Details

Keywords: Creativity; Advertising; Brands and Branding

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

July 2011 (Revised April 2012)
Case

The Clorox Company: Leveraging Green for Growth

By: Elie Ofek and Lauren Barley

The Clorox Company needs to decide on the marketing strategy going forward for its three sustainable brands, Brita, Burt's Bees and Green Works. These brands had fared differently over the past 3 years and each presents multiple courses of action heading into 2011.... View Details

Keywords: Decision Making; Managerial Roles; Brands and Branding; Marketing Strategy; Social Marketing; Corporate Social Responsibility and Impact; Sales; Opportunities; Corporate Strategy; Environmental Sustainability; Chemical Industry; Food and Beverage Industry

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

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

January 2003
Case

Mountain Dew: Selecting New Creative

The key role of selecting creative in brand communications, the problems with building a brand in a turbulent cultural environment, the challenges of extending an advertising campaign, and the senior management skills needed to interpret ads are highlighted. View Details

Keywords: Advertising Campaigns; Culture; Brands and Branding

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

Research Summary

Energy, IT, real estate, and sustainability

By: Rebecca M. Henderson

Professor Henderson’s current research focuses on the energy, information technology, and real estate sectors and the challenges firms encounter as they attempt to act in more sustainable ways. This work is an outgrowth of her decade-long examination of the... View Details

March 2019
Teaching Note

Zespri Grows

By: David E. Bell and John Masko

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

February 1994 (Revised May 1995)
Case

Eastman Kodak Co.: Funtime Film

By: Robert J. Dolan

Eastman Kodak has suffered significant declines in film market share at the hands of lower priced branded producers and private label products. The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals. View Details

Keywords: Product Positioning; Competition; Price; Product Launch; Brands and Branding; Consumer Products Industry

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

February 2025
Teaching Note

Barbie: Reviving a Cultural Icon at Mattel

By: Elie Ofek and Sarah Mehta

Brand Management; Culture and Marketing; Marketing Strategy; Entertainment Marketing; Intellectual Property; Consumer Preferences; Societal Marketing; Brand Purpose; Diversity and Inclusion; Driving Growth; Turnaround Strategies; Toy Industry View Details

September 2001 (Revised June 2003)
Case

Henkel KGaA: Detergents Division

Henkel has to decide whether to replace its strong local detergent brands in Italy and Spain with its leading international brand, Persil. It faces pressure from retailers for international brand standardization. Its competitors, including P&G and Unilever, are... View Details

Keywords: Globalized Markets and Industries; Brands and Branding; Consumer Products Industry; Italy; Spain

2015
Chapter

The Role of Multiplier Firms and Megaprojects in Leading Change for Sustainability

By: Amy C. Edmondson, Martine Haas, John D. Macomber and Tiona Zuzul

In both the private and public sectors, organizations around the world face increasingly pressing questions about how to stimulate and manage change for long-term environmental, social, and economic sustainability. The purpose of this chapter is to highlight the roles... View Details

Keywords: Blueprint Logic; Learning Logic; Megaprojects; Multiplier Firms; Leading Change; Environmental Sustainability