Publications

08 Sep 2016
News

Monitoring global supply chains

July 2019
Case

LaCroix Sparkling Water (Abridged)

By: Tomomichi Amano, Das Narayandas and Kerry Herman

Launched in 1981 as an “all occasion” sparkling water brand, LaCroix Sparkling Water has had a number of ups and downs as a brand. After being purchased by National Beverage in 1996, the brand was repositioned as a new, colorful, fun alternative to the other sparkling... View Details

Keywords: Brands and Branding; Organizational Change and Adaptation; Industry Structures; Food and Beverage Industry

05 May 2008
Research & Ideas

Connecting with Consumers Using Deep Metaphors

Think of famous brands you know: Hallmark cards and Coca-Cola soft drinks, for example. What do these products have in common for consumers? An emotional meaning that taps into thoughts and feelings related to the positive aspects of... View Details

Keywords: by Martha Lagace; Consumer Products

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

July 1981 (Revised October 1992)
Case

Chipman-Union, Inc.: Odor-Eaters Socks

The company is considering whether or not to introduce a branded line of men's athletic socks. Considers a preliminary marketing program, including supermarket and drug store distribution. View Details

Keywords: Distribution Channels; Product Marketing; Brands and Branding; Apparel and Accessories Industry; Health Industry

18 Nov 2019
Video

Adi Godrej

Adi Godrej describes the early growth of India-based consumer products Godrej Group's businesses... View Details

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

July 2005 (Revised April 2009)
Case

Real Madrid Club de Futbol (Multimedia)

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 extend the club's brand... View Details

Keywords: Risk Management; Brands and Branding; Marketing Strategy; Organizational Change and Adaptation; Sports; Expansion; Sports Industry; Spain

May 2005 (Revised September 2015)
Case

Hans Wilsdorf and Rolex

By: Geoffrey Jones and Alexander Atzberger

Explores the creation of the Rolex watch by Hans Wilsdorf. Provides a case study of how one of the world's leading luxury brands was created and, more generally, provides a vehicle for exploring the competitive advantage of Switzerland in watchmaking (and other... View Details

Keywords: Entrepreneurship; Geographic Location; Brands and Branding; Luxury; Competitive Advantage; Consumer Products Industry; Switzerland

19 Jul 2017
News

Is Gwyneth Paltrow’s pseudoscience winning?

05 Jan 2022
News

New Balance Lawsuit Shows How Flimsy the ‘Made in USA’ Label Actually Is

May 1981 (Revised December 1992)
Case

Chesebrough-Pond's, Inc.: Vaseline Petroleum Jelly

The product manager for Vaseline Petroleum Jelly has to prepare the 1978 brand budget and determine expenditure levels for advertising, trade promotion, and consumer promotion. View Details

Keywords: Advertising; Budgets and Budgeting; Product Marketing; Brands and Branding; Consumer Products Industry; Beauty and Cosmetics Industry

24 Dec 2010
News

Selling Candy With a Conscience

August 2020 (Revised October 2024)
Case

Digital Marketing at HBS Online

By: Sunil Gupta and Rajiv Lal

In July 2020, the management team of Harvard Business School Online (HBS Online) had to decide how to allocate its marketing budget for fiscal year 2021 between various digital channels and its portfolio of courses. Since its launch in 2014, HBS Online had grown to... View Details

Keywords: Marketing Strategy; Advertising; Digital Marketing; Marketing Channels; Brands and Branding; Business Education; Education Industry; United States; Boston

27 Jun 2014
News

The Value of Luxury Poseurs

Apr 29 2016
Testimonial

Blazing Trails in the Digital World

11 Mar 2025
HBS Seminar

JP Dubé, University of Chicago

March 1993 (Revised January 1998)
Case

Gallo Rice

Describes a company marketing branded rice products to three different countries--Italy, Argentina, and Poland. Explores the differences and similarities between the countries in terms of consumers, competition, products, and margins. View Details

Keywords: Food; Brands and Branding; Food and Beverage Industry; Italy; Poland; Argentina