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Show Results For
- All HBS Web
(2,541)
- People (3)
- News (383)
- Research (1,850)
- Events (2)
- Multimedia (7)
- Faculty Publications (1,227)
- November 2019 (Revised April 2020)
- Case
Away: Scaling a DTC Travel Brand
By: Jill Avery and Joseph B. Fuller
Away, a direct-to-consumer, digital native e-commerce seller of travel luggage, is debating how to invest its latest round of venture funding. How quickly could and should Away scale and what were the most promising growth trajectories to maximize its potential? Three... View Details
Keywords: Brand Management; DTC; Brand Extension; Lifestyle Brand; Customer Segmentation; Retailing; Scaling And Growth; Startup; Brands and Branding; Marketing; Marketing Strategy; Marketing Channels; Entrepreneurship; Venture Capital; Consumer Behavior; Growth and Development Strategy; Business Startups; E-commerce; Consumer Products Industry; Travel Industry; United States; North America
Avery, Jill, and Joseph B. Fuller. "Away: Scaling a DTC Travel Brand." Harvard Business School Case 520-051, November 2019. (Revised April 2020.)
- December 2013
- Course Overview Note
Digital Marketing Strategy
By: Thales Teixeira
Digital Marketing Strategy is the process by which firms employ, either partially or exclusively, digital tools, techniques, and tactics to create value for customers. View Details
Teixeira, Thales. "Digital Marketing Strategy." Harvard Business School Course Overview Note 514-087, December 2013.
- June 2019
- Case
Mercedes and the Relaunch of Maybach: Reviving a Heritage Automobile Brand
By: Anat Keinan, Klaus Heine, Marie-Cecile Cervellon and Sandrine Crener
The case traces the growth of Maybach from its origins as a pioneer in car manufacturing to its relaunch by parent company Mercedes Benz AG (now Daimler AG). It covers the relaunch strategy implemented by the German car manufacturer and examines the challenges of... View Details
Keywords: Heritage Brand; Relaunch; Brands and Branding; Luxury; Product Launch; Strategy; Auto Industry
- June 2020
- Teaching Note
Armarium: Luxury Fashion Brands for Rent
By: Jill Avery and David Fubini
Armarium, a two-sided digital platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments:... View Details
Keywords: Luxury Brand; Fashion; Sharing Economy; Two-sided Marketplace; Target Market; Customer Selection; Marketing; Brands and Branding; Luxury; Two-Sided Platforms; Business Model; Growth and Development Strategy; Customer Value and Value Chain; Fashion Industry; Consumer Products Industry; United States; North America
- June 2020
- Teaching Note
Shiseido Acquires Drunk Elephant
By: Jill Avery
On October 7, 2019, the Shiseido Group announced that it would acquire clean skincare brand Drunk Elephant for $845 million, a valuation of 8.5 times sales. Did Shiseido pay too much or too little for this brand asset? How much was the Drunk Elephant brand worth and... View Details
Keywords: Brand Management; Brand Valuation; Brand Equity; Brand Value; Mergers ＆ Acquisitions; Startup; DTC; Brand Portfolio Strategy; Marketing; Marketing Strategy; Brands and Branding; Mergers and Acquisitions; Valuation; Entrepreneurship; Business Startups; Beauty and Cosmetics Industry; Consumer Products Industry; United States; Japan; Asia; North America
- 2005
- Working Paper
Holding or Folding? R&D Portfolio Strategy Under Different Information Regimes
By: Francesca Gino and Gary Pisano
Gino, Francesca, and Gary Pisano. "Holding or Folding? R&D Portfolio Strategy Under Different Information Regimes." Harvard Business School Working Paper, No. 05-072, April 2005.
- 2010
- Working Paper
Investment Taxation and Portfolio Performance
By: Daniel B. Bergstresser and Jeffrey Pontiff
Taxes have a first-order impact on portfolio returns. Most research mistakenly assumes that portfolios command similar tax burdens, or that tax burdens are proportional to dividend yields. Portfolio strategies differ in the pace of capital gains realization. We use the... View Details
Keywords: Financial Strategy; Investment Return; Investment Portfolio; Taxation; Performance Evaluation
Bergstresser, Daniel B., and Jeffrey Pontiff. "Investment Taxation and Portfolio Performance." Harvard Business School Working Paper, No. 10-084, March 2010.
- February 2011
- Article
The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography
By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor
We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details
Keywords: Marketing; Brand Management; Brands; Brand Building; Brand Positioning; Competitive Positioning; Advertising; Marketing Communication; Biography; Brands and Branding; Product Marketing; Emerging Markets; Network Effects; Demand and Consumers; Marketing Communications; Cost vs Benefits; Perspective; Advertising Campaigns; Marketing Strategy; Apparel and Accessories Industry; Advertising Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry
Paharia, Neeru, Anat Keinan, Jill Avery, and Juliet B. Schor. "The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography." Journal of Consumer Research 37, no. 5 (February 2011): 775–790. (Finalist, 2014 Best Article Award for a paper published in JCR in 2011.)
- January 2015 (Revised July 2019)
- Case
Rebranding Godiva: The Yıldız Strategy
By: Rohit Deshpande and Esel Çekin
This case concerns Yıldız Holding’s acquisition of Godiva Chocolatier from its previous owner, Campbell Soup, and its salient strategy in preserving Godiva’s “made in Belgian” brand position. Provenance Paradox, a problem faced by companies in emerging countries trying... View Details
Keywords: Branding; Internationalization; Provenance Paradox; Acquisitions; Positioning; Innovation; Customer-centricity; Brands and Branding; Marketing Strategy; Emerging Markets; Product Positioning; Change Management; Innovation and Management; Customer Focus and Relationships; Food and Beverage Industry; North America; Turkey; Japan
Deshpande, Rohit, and Esel Çekin. "Rebranding Godiva: The Yıldız Strategy." Harvard Business School Case 515-059, January 2015. (Revised July 2019.)
- August 2017 (Revised April 2024)
- Case
Ardian: Portfolio Company Governance
By: Lynn S. Paine, Emer Moloney and Tonia Labruyere
Leaders of the mid-cap buyout group at Ardian, the Paris-based private equity firm led by Dominique Senequier, have been asked to review and assess the governance model the firm uses for majority-owned companies in its portfolio. The case describes the governance model... View Details
Paine, Lynn S., Emer Moloney, and Tonia Labruyere. "Ardian: Portfolio Company Governance." Harvard Business School Case 318-017, August 2017. (Revised April 2024.)
- January 1982
- Article
The Returns and Risk of Alternative Put Option Portfolio Investment Strategies
By: Robert C. Merton, Myron S. Scholes and Matthew L. Gladstein
Merton, Robert C., Myron S. Scholes, and Matthew L. Gladstein. "The Returns and Risk of Alternative Put Option Portfolio Investment Strategies." Journal of Business 55 (January 1982): 183–242.
- October 2007 (Revised March 2008)
- Case
Dove: Evolution of a Brand
By: John A. Deighton
Examines the evolution of Dove from functional brand to a brand with a point of view after Unilever designated it as a masterbrand, and expanded its portfolio to cover entries into a number of sectors beyond the original bath soap category. The development causes the... View Details
Keywords: History; Expansion; Marketing Strategy; Social Marketing; Digital Marketing; Brands and Branding; Consumer Products Industry; Beauty and Cosmetics Industry
Deighton, John A. "Dove: Evolution of a Brand." Harvard Business School Case 508-047, October 2007. (Revised March 2008.) (request a courtesy copy.)
- January 2018 (Revised May 2019)
- Case
Adeo Health Science: Turning a Product into a Brand
By: Elizabeth A. Keenan and Jill Avery
For decades, American parents were warned to avoid introducing potential allergens to their babies prior to their first birthday. But two influential clinical studies caused the medical establishment to radically reverse its position. Parents were now warned that... View Details
Keywords: Startup; Health Care; Consumer; Consumer Products; Branding; Distribution; Retailing; Go To Market Strategy; Marketing; Marketing Channels; Marketing Communications; Brands and Branding; Marketing Strategy; Entrepreneurship; Health Care and Treatment; Consumer Products Industry; Health Industry; United States; North America
Keenan, Elizabeth A., and Jill Avery. "Adeo Health Science: Turning a Product into a Brand." Harvard Business School Case 518-065, January 2018. (Revised May 2019.)
- April 1978
- Article
The Returns and Risk of Alternative Call Option Portfolio Investment Strategies
By: Robert C. Merton, Myron S. Scholes and Matthew L. Gladstein
Merton, Robert C., Myron S. Scholes, and Matthew L. Gladstein. "The Returns and Risk of Alternative Call Option Portfolio Investment Strategies." Journal of Business 51 (April 1978): 183–242.
- January 2018 (Revised October 2019)
- Case
Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand
By: Jill Avery
A 16th century Renaissance masterpiece, missing for 137 years, believed by many to have been destroyed and then rediscovered less than a decade ago, becomes the most expensive painting ever sold, all the while surrounded by controversy. Did the buyer of Leonardo da... View Details
Keywords: Brands; Brand Valuation; Art Collector; Arts Marketing; Auction House; Auctions; Luxury Brand; Luxury Consumers; Luxury Goods; Marketing; Valuation; Marketing Strategy; Arts; Luxury; Value; Brands and Branding; Fine Arts Industry; Italy; United Kingdom; Europe; United States; United Arab Emirates
Avery, Jill. "Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand." Harvard Business School Case 518-066, January 2018. (Revised October 2019.)
- April 2022
- Teaching Note
Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand
By: Jill Avery
A sixteenth century Renaissance masterpiece, missing for 137 years, believed by many to have been destroyed, and then rediscovered less than a decade ago, becomes the most expensive painting ever sold, all the while surrounded by controversy. Did the buyer of Leonardo... View Details
- 2018
- Working Paper
Global Portfolio Diversification for Long-Horizon Investors
By: Luis M. Viceira and Zixuan (Kevin) Wang
This paper conducts a theoretical and empirical investigation of global portfolio diversification for long-horizon investors in the presence of permanent cash flow shocks and transitory discount rate shocks to asset prices and returns. An increase in the cross-country... View Details
Keywords: Investment Portfolio; Risk and Uncertainty; Diversification; Capital Markets; Global Range
Viceira, Luis M., and Zixuan (Kevin) Wang. "Global Portfolio Diversification for Long-Horizon Investors." Harvard Business School Working Paper, No. 17-085, March 2017. (Revised July 2018.)
- 2017
- Working Paper
Optimal Tilts: Combining Persistent Characteristic Portfolios
By: Malcolm Baker, Ryan Taliaferro and Terry Burnham
We examine the optimal weighting of four tilts in US equity markets from 1968 through 2014. We define a “tilt” as a characteristic-based portfolio strategy that requires relatively low annual turnover. This is a continuum, with small size, a very persistent... View Details
Baker, Malcolm, Ryan Taliaferro, and Terry Burnham. "Optimal Tilts: Combining Persistent Characteristic Portfolios." Working Paper, March 2017.
- 05 Aug 2014
- News
A Diversified Portfolio
with predominantly HBS women investors," says Dorsen. "Increasingly, over time, we've brought aboard investors across the country—as we should—who are simply interested in a smart venture capital strategy with the potential to earn high... View Details
Keywords: Constantine von Hoffman
- March 1990
- Article
The Effects of Brand Loyalty on Competitive Price Promotional Strategies
By: R. Lal, J. S. Raju and V. Srinivasan
Lal, R., J. S. Raju, and V. Srinivasan. "The Effects of Brand Loyalty on Competitive Price Promotional Strategies." Management Science 36, no. 3 (March 1990). (Nominated for John D. C. Little Award Given annually to the best marketing paper published in Marketing Science or Management Science presented by INFORMS Society for Marketing Science.)