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February 2023
Supplement

The Swatch Group (B): Omega X Swatch

By: Rohit Deshpandé and Daniela Beyersdorfer

In March 2022, the Swatch Group launched the MoonSwatch, born out of a secret in-house collaboration among its street Swatch and its luxury Omega brand, in tribute to one of Omega’s most legendary watches. The launch created a frenzy among watch fans worldwide, with... View Details

Keywords: Marketing Strategy; Brands and Branding; Product Marketing; Product Launch; Product Positioning; Europe; Switzerland

December 2015 (Revised September 2016)
Supplement

ANA (B)

By: Doug J. Chung and Mayuka Yamazaki

All Nippon Airways (ANA) became the largest airline in Japan in 2013. Having been designated as a domestic carrier by the Japanese government till the mid-1980s and Japan being the sixth largest domestic airline market, two-thirds of ANA’s passenger revenue came from... View Details

Keywords: Demand and Consumers; Analysis; Economics; Price; Marketing Strategy; Competitive Strategy; Product; Policy; Air Transportation Industry; Japan

November 2019
Case

Gillette: Cutting Prices to Regain Share

By: Benjamin C. Esty and Daniel Fisher

After losing market share to low-priced competitors such as Harry’s and Dollar Shave Club for several years, Gillette decided to fight back by launching new products and increasing advertising. When these efforts failed to stem the losses, Gillette decided to cut the... View Details

Keywords: Marketing Strategy; Product Positioning; Business Strategy; Competition; Price; Public Equity; Consumer Products Industry; Consumer Products Industry; United States

August 2014 (Revised September 2016)
Case

ANA (A)

By: Doug J. Chung and Mayuka Yamazaki

All Nippon Airways (ANA) became the largest airline in Japan in 2013. Having been designated as a domestic carrier by the Japanese government till the mid-1980s and Japan being the sixth largest domestic airline market, two-thirds of ANA’s passenger revenue came from... View Details

Keywords: Demand and Consumers; Analysis; Economics; Price; Marketing Strategy; Competitive Strategy; Product; Policy; Air Transportation Industry; Japan

May 24, 2016
Article

Build a Culture of Health

By: John A. Quelch

Every company, large and small, has an impact on health. It does so in four ways: first, through the healthfulness and safety of the products and services it sells; second, through its attention to employee health and well-being in its work practices and benefits;... View Details

August 1998 (Revised July 2002)
Case

Innovation at 3M Corporation (A)

By: Stefan H. Thomke and Ashok Nimgade

Describes how 3M Corp. introduces and learns a new and innovative methodology called Lead User research to understand future customer and market needs. A team from 3M's Medical-Surgical Markets Division applies the Lead User methodology to the field of surgical... View Details

Keywords: Innovation and Management; Innovation Strategy; Managerial Roles; Marketing Strategy; Demand and Consumers; Market Timing; Product Development; Problems and Challenges; Business Strategy; Medical Devices and Supplies Industry

May 2021 (Revised May 2022)
Case

Headspace vs. Calm: A Mindful Competition

By: Ayelet Israeli and Anne Wilson

By 2021, the mindfulness app wars reached their apex. Over 2,000 meditation apps were available to consumers, but two apps, Headspace and Calm, dominated the space, jointly holding about 70% of the total market. Headspace had established itself as the approachable... View Details

Keywords: Marketing Communication; Integrated Strategy; Brand; Brand ＆ Product Management; Brand Communication; Brand Differentiation; Brand Building; Brand Management; E-Commerce Strategy; Ecommerce; App; App Development; Applications; COVID; COVID-19; Pandemic; Pricing; Pricing Strategy; Subscription Model; Subscription; Partnerships; Strategic Partnerships; B2B Vs. B2C; B2B; Health ＆ Wellness; Wellbeing; Digitization; Commoditization; Mobile App; Mobile App Industry; Mobile Healthcare; Mobile Marketing; Digital Brand; Digital Health; Consumer Health; Apps; Online Business; Online Competition; Online Community; Online Entertainment; Entertainment And Leisure; Meditation; Marketing; Marketing Communications; Brands and Branding; Price; Strategy; Competition; Competitive Strategy; Competitive Advantage; Partners and Partnerships; Health; Well-being; Mobile and Wireless Technology; Communication; Communication Strategy; Disruption; Consumer Behavior; Digital Marketing; E-commerce; Applications and Software; Health Industry; Technology Industry; Communications Industry; United States; North America; United Kingdom

28 Mar 2011
News

Why Manufacturing Matters

May 2017
Supplement

Betfair (B)

By: Ramon Casadesus-Masanell, John Heilbron and Neil Campbell

Buoyed by success in the market for gambling contracts, Betfair attempts to enter the market for financial products using its exchange model. View Details

Keywords: Betfair; Exchange; Business Model; Betting; Leisure Industry; Market Design; Digital Platforms; Diversification; Financial Services Industry; Entertainment and Recreation Industry; Europe

29 Jan 2021
Op-Ed

How Influencers, Celebrities, and FOMO Can Win Over Vaccine Skeptics

be classified into five segments: innovators, early adopters, early majority, late majority, and laggards. Each of the five segments has its own behavioral and demographic characteristics, with varying levels of uncertainty about the... View Details

Keywords: by Rohit Deshpandé, Ofer Mintz, and Imran S. Currim

October 1994
Case

Campbell Soup Company: A Leader in Continuous Replenishment Innovations

Campbell Soup, like most food manufacturers, faced grocery chain and wholesale demand for its goods driven by Campbell's own promotional pricing structure rather than retail consumer demand. Former policies to encourage overstock created huge swings in production and... View Details

Keywords: Customer Relationship Management; Supply Chain Management; Logistics

February 2018
Case

Wiikano Orchards

By: Benson P. Shapiro and Katherine B. Hartman

Wiikano Orchards, a family-owned business, faces declining demand in a commodity industry. The president is considering rebranding Wiikano's apple juice, increasing its prices and promotions. If this proposal succeeds, wholesalers and retailers would be more likely to... View Details

Keywords: Brands and Branding; Price; Marketing Communications; Product Marketing; Food and Beverage Industry

August 2022 (Revised October 2023)
Case

Bajaj Finance: Building an Omnipresent Financial Services Firm

By: Das Narayandas and Rachna Tahilyani

Bajaj Finance, India’s largest consumer finance firm with $20.9 billion of assets across 50.5 million customers, is on a journey to transform itself from a traditional firm that sells loans and other financial products through brick-and-mortar outlets to an omnipresent... View Details

Keywords: Financial Institutions; Transformation; Financial Instruments; Customer Satisfaction; Internet and the Web; Customer Focus and Relationships; India

02 Jul 2012
News

Respecting employees can boost bottom line

October 1998 (Revised November 1999)
Case

Chantal Cookware Corp.

By: H. Kent Bowen, Paul W. Marshall and Stephanie Dodson

Chantal Cookware is a small, private company with a 15-year record of success in the design, assembly, and sale of high-end cookware. It experiences serious setbacks when consumers' tastes shift from colorful enamel-on-steel products to commercial-style cookware.... View Details

Keywords: Consumer Behavior; Strategic Planning; Market Entry and Exit; Product Positioning; Trends; Manufacturing Industry

Provenance Paradox and Country of Origin Branding

Since a product's country of origin of the product establishes its authenticity, companies from emerging markets are unable to price products comparably to similar firms from developed markets. This problem of establishing authenticity, called the "provenance paradox,"... View Details

June 2003 (Revised March 2006)
Case

Modi-Revlon

By: Rohit Deshpande and Seth Schulman

The head of the Indian subsidiary of cosmetics firm Revlon faces a crucial turnaround situation for the company. After a high-profile product launch, sales were very disappointing and Revlon was trying to decide whether it should pull out of India. The Indian majority... View Details

Keywords: Business Subsidiaries; Marketing Strategy; Product Launch; Product Design; Value Creation; India

June 2014
Case

Going Social: Durex in China

By: Mikolaj Jan Piskorski and Aaron Smith

When Reckitt Benckiser (RB), a leading consumer goods company, first entered China, it encountered significant challenges. RB's strategy relied on selling high margin products supported by cost-effective advertising and distribution, but the highly competitive Chinese... View Details

Keywords: Distribution; Multinational Firms and Management; Internet and the Web; Marketing Communications; Brands and Branding; Consumer Products Industry; China

June 2005 (Revised August 2013)
Case

Amazon.com's European Distribution Strategy

By: Janice Hammond and Claire Chiron

Describes how Amazon's distribution system evolved from the company's inception. In 2003, Amazon Europe must decide how to reconfigure its distribution network in light of expected growth, products proliferation, and geographical expansion in Europe. Examines how... View Details

Keywords: Business Model; Decision Choices and Conditions; Growth and Development; Business or Company Management; Growth and Development Strategy; Supply and Industry; Distribution; Supply Chain; Risk and Uncertainty; Expansion; Web Services Industry

05 May 2020
Research & Ideas

China Tariffs and Coronavirus a Double Hit to American Retailers

The double-whammy of increased tariffs imposed by the United States on China and fallout from the coronavirus could make it even more difficult for American retailers to weather the storm in the coming months—or increase pressure on them... View Details

Keywords: by Michael Blanding

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