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  • All HBS Web  (3,617)
    • People  (15)
    • News  (950)
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    • Events  (8)
    • Multimedia  (71)
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← Page 39 of 3,617 Results →
  • June 2008 (Revised April 2013)
  • Case

Bernd Beetz: Creating the New Coty

By: Geoffrey Jones and David Kiron
Considers the creation of the world's largest fragrance company by Bernd Beetz, appointed chief executive of Coty Inc. in 2001. In 1990 the German consumer goods company Benkiser began acquiring fragrance and cosmetics brands with the intent of developing a beauty... View Details
Keywords: Mergers and Acquisitions; Entrepreneurship; Globalized Firms and Management; Growth and Development Strategy; Corporate Strategy; Beauty and Cosmetics Industry; Germany; United States
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Jones, Geoffrey, and David Kiron. "Bernd Beetz: Creating the New Coty." Harvard Business School Case 808-133, June 2008. (Revised April 2013.)
  • 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
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Amano, Tomomichi, Das Narayandas, and Kerry Herman. "LaCroix Sparkling Water (Abridged)." Harvard Business School Case 520-015, July 2019.
  • 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
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Yang, Jeremy, and Ayelet Israeli. "Full-Funnel Advertising on TikTok: An Experiment." Harvard Business School Exercise 525-066, June 2025.
  • July 1981 (Revised October 1992)
  • Case

Chipman-Union, Inc.: Odor-Eaters Socks

By: John A. Quelch
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
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Quelch, John A. "Chipman-Union, Inc.: Odor-Eaters Socks." Harvard Business School Case 581-073, July 1981. (Revised October 1992.)
  • 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)

    By: John A. Quelch
    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
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    Quelch, John A. "Real Madrid Club de Futbol (Multimedia)." Harvard Business School Multimedia/Video Case 505-081, July 2005. (Revised April 2009.)
    • 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
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    Jones, Geoffrey, and Alexander Atzberger. "Hans Wilsdorf and Rolex." Harvard Business School Case 805-138, May 2005. (Revised September 2015.)
    • 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

    By: John A. Quelch
    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
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    Quelch, John A. "Chesebrough-Pond's, Inc.: Vaseline Petroleum Jelly." Harvard Business School Case 581-047, May 1981. (Revised December 1992.)
    • 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
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    Gupta, Sunil, and Rajiv Lal. "Digital Marketing at HBS Online." Harvard Business School Case 521-027, August 2020. (Revised October 2024.)
    • 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

    By: John A. Quelch
    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
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    Quelch, John A., and Nathalie Laidler. "Gallo Rice." Harvard Business School Case 593-018, March 1993. (Revised January 1998.)
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