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  • All HBS Web  (3,616)
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← Page 38 of 3,616 Results →
  • August 2018
  • Case

Garanti Payment Systems: Digital Transformation Strategy (A)

By: Shelle M. Santana and Esel Çekin
Işıl Akdemir Evlioğlu, executive vice president of marketing at Garanti Payment Systems (GPS), a subsidiary of Garanti Bank, is grappling with three questions. First, should GPS create its own mobile app for credit card customers or leverage the bank’s already... View Details
Keywords: Loyalty Program; Campaign Management; Campaign Enrollment; Branding; Customer Acquisition; Regulations; Regulatory Changes; Bank; Retail Banks; Banking; Credit Card; Payment Systems; Installment; Mobile App; Call Center; Data Analytics; Digital Technology; Banks and Banking; Business Subsidiaries; Mobile and Wireless Technology; Credit Cards; Brands and Branding; Governing Rules, Regulations, and Reforms; Decision Choices and Conditions; Digital Transformation; Financial Services Industry
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Santana, Shelle M., and Esel Çekin. "Garanti Payment Systems: Digital Transformation Strategy (A)." Harvard Business School Case 519-014, August 2018.
  • 28 Nov 2007
  • Research & Ideas

B2B Branding: Does it Work?

Interbrand's 10 most valuable global brands, we find Microsoft, Intel, IBM, and GE. All generate far more B2B revenues than sales to end consumers. An HBS research team recently conducted a study of top B2B global brands. These brands... View Details
Keywords: by John Quelch; Consumer Products
  • September 1991 (Revised March 2005)
  • Case

WPP Group and Its Acquisitions

By: William J. Bruns Jr.
WPP Group acquired J. Walter Thompson and Ogilvy & Mather, paying high premiums in relation to earnings. In each acquisition the goodwill acquired was immediately charged off against owners' equity. Then, WPP Group established a value for the brand names of the two... View Details
Keywords: Goodwill Accounting; Accounting; Brands and Branding; Product Positioning; Market Transactions; Equity; Private Equity; Relationships; Mergers and Acquisitions; Management Style; Consumer Products Industry; United States; United Kingdom
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Bruns, William J., Jr. "WPP Group and Its Acquisitions." Harvard Business School Case 192-038, September 1991. (Revised March 2005.)
  • January 2000
  • Case

Claiborne Asks Web Surfers to Name New Line

Presents results of an Internet-voting promotion used to guide selection of a brand name for a new clothing firm extension. View Details
Keywords: Internet and the Web; Brands and Branding; Apparel and Accessories Industry
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Fournier, Susan M., and Andrea Carol Wojnicki. "Claiborne Asks Web Surfers to Name New Line." Harvard Business School Case 500-055, January 2000.
  • 09 Oct 2017
  • News

How It Happened: A Moneyish guide to yoga and barre’s rise from niche workout to lifestyle phenomena

  • 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
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Yang, Jeremy, and Ayelet Israeli. "Full-Funnel Advertising on TikTok: An Experiment (Solution)." Harvard Business School Exercise 525-067, June 2025.
  • 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
Citation
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Yang, Jeremy, and Ayelet Israeli. "Full-Funnel Advertising on TikTok: An Experiment." Harvard Business School Spreadsheet Supplement 525-721, June 2025.
  • May 2017 (Revised March 2018)
  • Case

Predicting Consumer Tastes with Big Data at Gap

By: Ayelet Israeli and Jill Avery
CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck wanted the company to use the mining of big... View Details
Keywords: Retailing; Preference Elicitation; Big Data; Predictive Analytics; Artificial Intelligence; Fashion; Marketing; Marketing Strategy; Marketing Channels; Brands and Branding; Consumer Behavior; Demand and Consumers; Analytics and Data Science; Forecasting and Prediction; E-commerce; Apparel and Accessories Industry; Consumer Products Industry; Fashion Industry; Retail Industry; United States; Canada; North America
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Israeli, Ayelet, and Jill Avery. "Predicting Consumer Tastes with Big Data at Gap." Harvard Business School Case 517-115, May 2017. (Revised March 2018.)
  • 18 Nov 2019
  • Video

Adi Godrej

Adi Godrej describes the early growth of India-based consumer products Godrej Group's businesses... View Details
  • 08 Sep 2016
  • News

Monitoring global supply chains

    Strong Brands, Strong Relationships

    From the editor team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that... View Details

    • August 2018
    • Supplement

    Garanti Payment Systems: Digital Transformation Strategy (B)

    By: Shelle M. Santana and Esel Çekin
    Supplements the (A) case. Işıl Akdemir Evlioğlu, executive vice president of marketing at Garanti Payment Systems (GPS), a subsidiary of Garanti Bank, is grappling with three questions. First, should GPS create its own mobile app for credit card customers or leverage... View Details
    Keywords: Loyalty Programs; Campaign Management; Campaign Enrollment; Branding; Customer Acquisition; Regulations; Regulatory Changes; Bank; Retail Bank; Banking; Payment Systems; Installment; Mobile App; Call Center; Data Analytics; Digital; Technology; Banks and Banking; Business Subsidiaries; Mobile and Wireless Technology; Credit Cards; Brands and Branding; Governing Rules, Regulations, and Reforms; Decision Choices and Conditions; Digital Transformation
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    Santana, Shelle M., and Esel Çekin. "Garanti Payment Systems: Digital Transformation Strategy (B)." Harvard Business School Supplement 519-015, August 2018.
    • Video

    Gabriela Cabrera

    Gabriela Cabrera, President of Manos del Uruguay, explains how partnerships with internationally renowned brands such as Ralph Lauren have scaled their social and economic impact. View Details
    • June 2025
    • Exercise

    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
    Citation
    Related
    Yang, Jeremy, and Ayelet Israeli. "Full-Funnel Advertising on TikTok: An Experiment." Harvard Business School Exercise 525-066, June 2025.
    • June 2017
    • Teaching Note

    The De Beers Group: Exploring the Diamond Reselling Opportunity

    By: Benjamin C. Esty, Daniel P. Gross and Lauren G. Pickle
    In September 2014, Tom Montgomery (SVP of strategic initiatives at the De Beers Group) and his team launched a pilot program in the United States to explore $1 billion diamond market for pre-owned (recycled) diamonds. According to Montgomery, the motivation for the... View Details
    Keywords: Diamonds; Go-to-market Strategy; Secondary Market; Willingness To Pay; Pilot Program; Strategy Development; Strategy Execution; Scope; Marketing; Advertising; Branding; Customer Value; Pawn Shops; Jewelry; Supply And Demand; Corporate Strategy; Business Strategy; Vertical Integration; Advertising Campaigns; Value Creation; Retail Industry; Consumer Products Industry; Advertising Industry; Mining Industry; United States; United Kingdom; Africa; Botswana; South Africa; Namibia
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    Esty, Benjamin C., Daniel P. Gross, and Lauren G. Pickle. "The De Beers Group: Exploring the Diamond Reselling Opportunity." Harvard Business School Teaching Note 717-481, June 2017.
    • 03 Mar 2017
    • News

    Do Search Ads Really Work?

      When Discounts Raise Costs: The Effect of Copay Coupons on Generic Utilization

      Branded pharmaceutical manufacturers frequently offer “copay coupons” that insulate consumers from cost-sharing, thereby undermining insurers’ ability to influence drug utilization. We study the impact of copay coupons on branded drugs first facing generic entry... View Details
      • April 2004 (Revised May 2017)
      • Case

      Real Madrid Club de Futbol

      By: John Quelch, Jose Luis Nueno and Carin-Isabel Knoop
      In June 2004, Florentino Perez, a well-known Spanish businessman, was elected president of Real Madrid, one of the world's top soccer clubs. In his campaign, Perez had promised to turn around the club's finances, bring in world-class talent, and expand the club's brand... View Details
      Keywords: Risk Management; Change Management; Expansion; Marketing Channels; Sports; Management Teams; Trends; Brands and Branding; Sports Industry; Spain
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      Quelch, John, Jose Luis Nueno, and Carin-Isabel Knoop. "Real Madrid Club de Futbol." Harvard Business School Case 504-063, April 2004. (Revised May 2017.)
      • February 2018
      • Case

      Montes Calcados: A Step Ahead

      By: James L. Heskett and James T. Kindley
      Montes Calçados (MC) is a well-known "fast-fashion" Brazilian manufacturer of casual, but fashionable, shoes for women aged 18–35 in major cities worldwide. To boost its declining revenues, MC must evaluate two growth options: whether to expand distribution online (at... View Details
      Keywords: Brands and Branding; Distribution Channels; Growth and Development Strategy; Marketing Strategy; Global Range; Apparel and Accessories Industry; Retail Industry
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      Heskett, James L., and James T. Kindley. "Montes Calcados: A Step Ahead." Harvard Business School Brief Case 918-513, February 2018.
      • 19 Jul 2017
      • News

      Is Gwyneth Paltrow’s pseudoscience winning?

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