Brand Purpose - Publications - Faculty & Research

20 Sep 2021
Blog Post

Taking Your Shot in the Sports Industry with Adam Laitsas (MBA 2016), SVP, Head of Marketing for Madison Square Garden Sports Corp.

mindset, he pursued an international opportunity as a Management Consultant for Kearney in London. This role allowed him to dive deeply into marketing strategy, brand partnerships, retail, and top-line transformation while obtaining an... View Details

Geoffrey G. Jones

Geoffrey Jones is the Isidor Straus Professor of Business History, and Faculty Chair of the School's Business History Initiative. He holds degrees of BA, MA and PhD from Cambridge University, UK. He has an honorary Doctorate in Economics and Business Administration... View Details

Keywords: banking; beauty products; construction; consumer products; energy; entertainment; fashion; financial services; food; food processing; green technology; petroleum; service industry

July 2022 (Revised February 2024)
Teaching Note

The DivaCup: Navigating Distribution and Growth

By: Ayelet Israeli

Teaching Note for HBS Case No. 519-055. When the mother-daughter founders of DivaCup set out with a mission to disrupt the menstrual care industry with an innovative product form, they initially struggled to gain legitimacy and convince retailers to carry their unique... View Details

Citation

Purchase

March 2019 (Revised April 2021)
Case

The DivaCup: Navigating Distribution and Growth

By: Ayelet Israeli

When the mother-daughter founders of DivaCup set out with a mission to disrupt the menstrual care industry with an innovative product form, they initially struggled to gain legitimacy and convince retailers to carry their unique product. Fifteen years later, the... View Details

Citation

Educators

Purchase

Web

Admissions & Financial Support - Doctoral

Harvard Business School Statement of Purpose Recommendation Letters Standardized Tests Research Community Anil Doshi Technology & Operations Management Filippo Mezzanotti Business Economics Sarah Wolfolds Strategy Anastassia Fedyk... View Details

19 Sep 2017
First Look

First Look at New Research and Ideas, September 19

general purpose (e.g., quality management) to highly market specific (e.g., knowing how to manufacture an airplane wing). To illustrate the potential of the framework to shed new light on traditional strategy questions, the article... View Details

Keywords: Sean Silverthorne

18 Dec 2018
First Look

New Research and Ideas, December 18, 2018

519-011 Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are... View Details

Keywords: Dina Gerdeman

Web

Resumes & Cover Letters - Alumni

what you want them to know. It should be 3-4 sentences in paragraph form following your contact information. Be careful not to load up on overused resume jargon and avoid listing previous jobs/education as it is redundant. Instead, focus on your View Details

14 Feb 2011
Research & Ideas

Clay Christensen’s Milkshake Marketing

half hour as the children tried to work the milkshake through a straw. In that case, a different, thinner milkshake was in order. Proven Success And Purpose Branding Several major companies that have... View Details

Keywords: by Carmen Nobel; Retail; Service; Consumer Products; Food & Beverage

20 Mar 2012
First Look

First Look: March 20

circumstances, including human purposes, evolved. While the invisible hand of the pricing mechanism can balance supply and demand on a global basis, or in subunits thereof, the visible hand of political authority is essential to the formulation of human View Details

Keywords: Sean Silverthorne

Web

Organizational Behavior - Faculty & Research

authenticity and achieving financial stability and scalability. This case explores how purpose-driven companies navigate this tension between social mission and pragmatic market realities. Keywords: Purpose ; Identity ; Cultural View Details

Web

Marketing - Faculty & Research

community's annual 'Oscars'. The winners of this category are the Marketing cases that were used in the largest number of organizations across the globe in the preceding calendar year. Featured Case FARM Rio: Bringing a Brazilian Fashion View Details

Web

Placement - Doctoral

Advisors: Robert S. Huckman (Chair), Antonio Moreno , Ariel Stern , and Ateev Mehrotra 2021 Emilie Aguirre Health Policy (Management), 2021 Placement: Duke University, School of Law Dissertation: Pairing Purpose with Profit Advisors:... View Details

April 2021 (Revised April 2021)
Teaching Plan

Nehemiah Mfg. Co.: Providing a Second Chance

By: Brian Trelstad and John Masko

Teaching Plan for HBS Case No. 320-008. In 2009, Dan Meyer and Richard Palmer, two veterans of the fast-moving consumer goods (FMCG) industry, founded Nehemiah Manufacturing to build FMCG brands while providing jobs to Cincinnati, Ohio’s beleaguered urban core. Two... View Details

Keywords: Social Entrepreneurship; Retention; Selection and Staffing; Employment; Human Capital; Growth Management; Brands and Branding; Social Marketing; Mission and Purpose; Prejudice and Bias; City; Urban Scope; Consumer Products Industry; Manufacturing Industry; Ohio; United States

Citation

Purchase

21 Nov 2023
Op-Ed

The Beauty Industry: Products for a Healthy Glow or a Compact for Harm?

In my recently published book Deeply Responsible Business, I write about business leaders since the 19th century who have acted responsibly, often by putting the welfare of their communities above the idea of maximizing profits. I make a sharp distinction between... View Details

Keywords: by Geoffrey Jones; Beauty & Cosmetics

27 Nov 2023
Research & Ideas

Voting Democrat or Republican? The Critical Childhood Influence That's Tough to Shake

team intend to explore their dataset further and probe how parents shape their children’s political beliefs and the interplay of these influences. “We could use this method to measure the impact [of childhood neighborhood] on brand... View Details

Keywords: by Ben Rand

17 Aug 2020
Research & Ideas

What the Stockdale Paradox Tells Us About Crisis Leadership

simply a question of doing their jobs even though the result—confinement as a POW—may not seem necessarily fair.” This insight is repeatedly endorsed by studies of survivors. Having a value system, a sense of identity, a purpose for one’s... View Details

Keywords: by Boris Groysberg and Robin Abrahams

12 Mar 2024
HBS Case

How Used Products Can Unlock New Markets: Lessons from Apple's Refurbished iPhones

Some of Apple’s most loyal customers think nothing of upgrading to the latest iPhone every time one comes out. But what about consumers who can’t splurge on a $1,000 iPhone 15 Pro? And what about the electronic waste that would accrue if people threw away functional... View Details

Keywords: by Rachel Layne; Electronics; Information Technology

27 Feb 2007
First Look

First Look: February 27, 2007

Microsoft—and some of his colleagues were on a flight to Austin, Texas, where they had an appointment with Michael Dell, CEO of Dell Computer. The purpose of the visit was to convince Dell to manufacture Xbox videogame consoles running... View Details

Keywords: Martha Lagace

December 2021
Case

Green Monday

By: José B. Alvarez, Billy Chan and Dawn H. Lau

This case describes the entrepreneurial journey of David Yeung, from campaigning for plant-based diets to building Green Monday, a purpose-driven business and an ecosystem based in Hong Kong comprising a retail platform, an alternative meat brand (“OmniPork”), a... View Details