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  • Article

Milestones in Marketing

By: John A. Quelch and Katherine Jocz
Marketing flourished in U.S. business schools in the prosperous years following World War II. Students preparing for assistant-product-manager positions at the likes of Procter & Gamble, Lever, and General Foods enrolled in courses in marketing management, management... View Details
Keywords: Education; Business History; Marketing; Practice
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Quelch, John A., and Katherine Jocz. "Milestones in Marketing." Business History Review 82, no. 4 (Winter 2008): 827–838.
  • March 2021 (Revised January 2023)
  • Background Note

The Pandemic's Impact on the U.S. Food System

By: José B. Alvarez and Natalie Kindred
This note is intended not as a comprehensive account but as a starting point for discussion about the impact of the COVID-19 pandemic on the U.S. food system. Written in late 2020, the note describes, in part through the voices of industry leaders, how the pandemic... View Details
Keywords: COVID-19 Pandemic; Agribusiness; Risk and Uncertainty; Risk Management; Leadership; Change Management; Safety; Health; Health Pandemics; Disruption; Adaptation; Supply Chain; Supply Chain Management; Consumer Behavior; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; United States
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Alvarez, José B., and Natalie Kindred. "The Pandemic's Impact on the U.S. Food System." Harvard Business School Background Note 521-065, March 2021. (Revised January 2023.)
  • 19 Sep 2017
  • Working Paper Summaries

An Invitation to Market Design

.ExternalClass535E8B0AB65740BCB51D3AB82FC0F8CE p.MsoNormal, .ExternalClass535E8B0AB65740BCB51D3AB82FC0F8CE li.MsoNormal, .ExternalClass535E8B0AB65740BCB51D3AB82FC0F8CE div.MsoNormal... View Details
Keywords: by Scott Duke Kominers, Alexander Teytelboym, and Vincent P. Crawford
  • January 2024
  • Case

Sprouts Farmers Market

By: Rajiv Lal, Forest L. Reinhardt and Natalie Kindred
Sprouts Farmers Markets (Sprouts) is a Phoenix, Arizona-based chain of 400-plus natural foods stores in 23 U.S. states and $6.4 billion in sales as of 2022. In its product assortment, brand image, and store environment, Sprouts emphasizes freshness, health, innovation,... View Details
Keywords: Business Model; Growth and Development Strategy; Brands and Branding; Strategic Planning; Sales; Business Strategy; Expansion; Product Positioning; Marketing Strategy; Competition; Retail Industry; United States; Arizona
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Lal, Rajiv, Forest L. Reinhardt, and Natalie Kindred. "Sprouts Farmers Market." Harvard Business School Case 524-059, January 2024.
  • 2017
  • Working Paper

Cellophane, the New Visuality, and the Creation of Self-Service Food Retailing

By: Ai Hisano
This working paper examines how innovations in transparent packaging, specifically cellophane in the mid-twentieth century United States, helped retailers create full self-service merchandising systems, including selling perishable food. While self-service stores began... View Details
Keywords: Food; Product Marketing; Business History; Food and Beverage Industry; United States
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Hisano, Ai. "Cellophane, the New Visuality, and the Creation of Self-Service Food Retailing." Harvard Business School Working Paper, No. 17-106, May 2017.
  • February 2010
  • Background Note

Food Retail: Trends and Implications

By: Rajiv Lal and Natalie Kindred
Keywords: Brands and Branding; Supply and Industry
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Lal, Rajiv, and Natalie Kindred. "Food Retail: Trends and Implications." Harvard Business School Background Note 510-012, February 2010.
  • 19 Nov 2014
  • HBS Case

Marketing Marijuana

against federal law? But in the absence of enforcement action by the United States government, perhaps the better question is, what will the inevitable national market in marijuana shake out? Will it consist of grungy underground head... View Details
Keywords: by Michael Blanding; Food & Beverage
  • November 2018
  • Case

Cepuros Foods Malaysia: Finding the Secret Sauce for Growth (Brief Case)

By: John A. Quelch and Katherine B. Hartman
Shelby Diaz, country manager for Cepuros Foods International—Malaysia (CFI-M), must decide a growth strategy for the expansion of CFI-M's line of salsas, particularly regarding whom to target and how to allocate marketing investments. CFI-M could expand aggressively by... View Details
Keywords: Growth and Development Strategy; Marketing Strategy; Marketing Communications; Product Positioning
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Quelch, John A., and Katherine B. Hartman. "Cepuros Foods Malaysia: Finding the Secret Sauce for Growth (Brief Case)." Harvard Business School Brief Case 919-513, November 2018.
  • 18 Mar 2008
  • Working Paper Summaries

Modeling Expert Opinions on Food Healthiness: A Nutrition Metric

Keywords: by Jolie Mae Martin, John Leonard Beshears, Katherine Lyford Milkman, Max H. Bazerman & Lisa Sutherland; Retail
  • February 1977
  • Background Note

Food Marketing: What Role for Nutrition?

By: James E. Austin
Keywords: Marketing; Food; Nutrition
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Austin, James E. "Food Marketing: What Role for Nutrition?" Harvard Business School Background Note 577-126, February 1977.
  • July 2014 (Revised August 2014)
  • Case

AmazonFresh: Rekindling the Online Grocery Market

By: Rory McDonald, Clayton Christensen, Robin Yang and Ty Hollingsworth
More than a decade after the high-profile failures of several early online grocers, grocery remains the largest single U.S. retail category and one of the few that has not yet migrated online. Amazon began testing its grocery-delivery service, AmazonFresh, in Seattle,... View Details
Keywords: Innovation; New Markets; Grocery; Operations Strategy; Innovation and Invention; Strategy; Emerging Markets; Learning; Service Operations; Internet and the Web; Business Model; Food and Beverage Industry; United States
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McDonald, Rory, Clayton Christensen, Robin Yang, and Ty Hollingsworth. "AmazonFresh: Rekindling the Online Grocery Market." Harvard Business School Case 615-013, July 2014. (Revised August 2014.)
  • 2009
  • Article

Modeling Expert Opinions on Food Healthfulness: A Nutrition Metric

By: Jolie M. Martin, John Beshears, Katherine L. Milkman, Max H. Bazerman and Lisa Sutherland

Research over the last several decades indicates the failure of existing nutritional labels to substantially improve the healthiness of consumers' food and beverage choices. The difficulty for policy-makers is to encapsulate a wide body of scientific knowledge in a... View Details

Keywords: Judgments; Food; Nutrition; Labels; Knowledge Use and Leverage; Demand and Consumers; Measurement and Metrics; Mathematical Methods
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Martin, Jolie M., John Beshears, Katherine L. Milkman, Max H. Bazerman, and Lisa Sutherland. "Modeling Expert Opinions on Food Healthfulness: A Nutrition Metric." Journal of the American Dietetic Association 109, no. 6 (June 2009): 1088–1091.
  • November 2016 (Revised March 2018)
  • Background Note

Note on the Impact of Millennials on the Food System

By: José B. Alvarez, James Weber and Natalie Kindred
In 2016, the millennial generation (those age 19 to 35 in 2016), the largest generation by population in the U.S., was entering its prime home buying, family forming, earning and spending years. This generation was showing different beliefs and behaviors than previous... View Details
Keywords: Millennials; Consumer Packaged Goods; Food; Age; Consumer Behavior; Agribusiness; Demographics; Values and Beliefs; Consumer Products Industry; Agriculture and Agribusiness Industry; Food and Beverage Industry; United States
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Alvarez, José B., James Weber, and Natalie Kindred. "Note on the Impact of Millennials on the Food System." Harvard Business School Background Note 517-064, November 2016. (Revised March 2018.)
  • May 2012
  • Case

Evergreen Natural Markets 2012

By: Rosabeth M. Kanter and Paul S. Myers
Evergreen Natural Markets is a successful food retailer located in the Rocky Mountain region of the U.S. Having grown through acquisition, it has a reputation for improving the companies it purchases while retaining previous management. This strategy has succeeded due... View Details
Keywords: United States; Operating Systems; Acquisitions; Strategy; Human Resource Management; Consolidations; Retail Trade; Food; Growth Management; Organizational Culture; Consolidation; Acquisition; Business Processes; Food and Beverage Industry; Food and Beverage Industry; Las Vegas; Western United States
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Kanter, Rosabeth M., and Paul S. Myers. "Evergreen Natural Markets 2012." Harvard Business School Brief Case 124-450, May 2012.
  • September 2007 (Revised June 2008)
  • Case

Food Security and The Church of Jesus Christ of Latter-day Saints

By: Ray A. Goldberg and Eliot Sherman
The Mormon Church focuses on self-reliance and being prepared for emergencies. Part of their program encourages each member of the Church to have a reserve food supply on hand at all times. Given U.S. and global food stock levels, is the Church program a good model for... View Details
Keywords: Food; Globalized Markets and Industries; Crisis Management; Logistics; Programs; Religion; United States
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Goldberg, Ray A., and Eliot Sherman. "Food Security and The Church of Jesus Christ of Latter-day Saints." Harvard Business School Case 508-002, September 2007. (Revised June 2008.)
  • June 2025
  • Case

Redefining the Edge: Jahez’s Strategic Pivot in Saudi Arabia’s Food Delivery Battle

By: Krishna G. Palepu and Ahmed Dahawy
Jahez made its mark in Saudi Arabia’s food delivery market by serving customers willing to pay more for reliable, high-quality service—a segment largely overlooked by other platforms. As the company grew, it expanded into the mass market and developed a network of... View Details
Keywords: Acquisition; Business Conglomerates; Corporate Entrepreneurship; Innovation Strategy; Digital Platforms; Logistics; Business Strategy; Competition; Competitive Strategy; Competitive Advantage; Expansion; Food and Beverage Industry; Saudi Arabia
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Palepu, Krishna G., and Ahmed Dahawy. "Redefining the Edge: Jahez’s Strategic Pivot in Saudi Arabia’s Food Delivery Battle." Harvard Business School Case 325-112, June 2025.
  • November 1993 (Revised September 1994)
  • Case

Food Distribution in Russia: The Harris Group and the LUX Store

By: David E. Bell, Walter J. Salmon and Dinny Starr
Discusses the challenges facing businesses entering the Russian business environment, especially focusing on food retailing and distribution in that country. Highlights one small, entrepreneurial company, The Harris Group, which, with the help of both Russian partners... View Details
Keywords: Business Ventures; Marketing Strategy; Market Entry and Exit; Distribution; Partners and Partnerships; Expansion; Food and Beverage Industry; Food and Beverage Industry; Russia
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Bell, David E., Walter J. Salmon, and Dinny Starr. "Food Distribution in Russia: The Harris Group and the LUX Store." Harvard Business School Case 594-059, November 1993. (Revised September 1994.)
  • Article

An Invitation to Market Design

By: Scott Duke Kominers, Alexander Teytelboym and Vincent P. Crawford
Market design seeks to translate economic theory and analysis into practical solutions to real-world problems. By redesigning both the rules that guide market transactions and the infrastructure that enables those transactions to take place, market designers can... View Details
Keywords: Matching; Trading; Scrip; Liquidity; Efficiency; Equity; Allocation Rules; Marketplaces; Market Design; Marketplace Matching; Auctions
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Kominers, Scott Duke, Alexander Teytelboym, and Vincent P. Crawford. "An Invitation to Market Design." Oxford Review of Economic Policy 33, no. 4 (Winter 2017): 541–571.
  • 2021
  • Working Paper

Accounting for Product Impact in the Consumer-Packaged Foods Industry

By: Amanda Rischbieth, George Serafeim and Katie Trinh
We apply the product impact measurement framework of the Impact-Weighted Accounts Initiative (IWAI) in two competitor companies within the consumer-packaged goods industry. We design a methodology that allows us to calculate monetary impact estimates on customer... View Details
Keywords: Product Innovation; Impact; Impact Investing; Impact Measurement; ESG; ESG (Environmental, Social, Governance) Performance; ESG Ratings; Social Corporate Responsibility; Corporate Social Responsibility; Social Impact; Nutrition Database; Nutritional Information; CPG; Consumer Packaged Goods; IWAI; Product Design; Product Positioning; Society; Environmental Sustainability; Corporate Social Responsibility and Impact; Nutrition; Product; Safety; Consumer Products Industry
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Rischbieth, Amanda, George Serafeim, and Katie Trinh. "Accounting for Product Impact in the Consumer-Packaged Foods Industry." Harvard Business School Working Paper, No. 21-051, October 2020. (Revised October 2021.)
  • 14 Feb 2011
  • Research & Ideas

Clay Christensen’s Milkshake Marketing

Updated to clarify a failure rate figure included in an earlier version. When planning new products, companies often start by segmenting their markets and positioning their merchandise accordingly. This segmentation involves either... View Details
Keywords: by Carmen Nobel; Food & Beverage; Food & Beverage; Food & Beverage; Food & Beverage
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