Publications

01 Oct 2000
News

Raymond A. Baxter: Sweet Smell of Success

creating new products for giant brands such as Keebler and Nabisco, Interbake is the oldest producer of Girl Scout cookies and the primary source of ice-cream sandwich wafers... View Details

Keywords: Julia Hanna

January 2011 (Revised January 2014)
Case

Rebranding Gallagher

By: Rohit Deshpande and Keith Chi-ho Wong

Steve Tucker, the Deputy CEO of Gallagher Group Limited (GGL), the world's largest electric fence company, was about to present a new branding strategy to the company's senior managers and Bill Gallagher, Jr., CEO. After spending more than 18 months with brand... View Details

Keywords: Globalized Firms and Management; Brands and Branding; Marketing Strategy; Distribution; Industrial Products Industry

October 2016 (Revised April 2018)
Case

JCPenney: Back in Business

By: Elie Ofek, K. Shelette Stewart and Christine Snively

In 2016, JCPenney was in the midst of a multi-year turnaround after coming dangerously close to bankruptcy. Under CEO Marvin Ellison, the company had identified three strategic objectives—a focus on omnichannel, private label goods, and increasing revenue per... View Details

Keywords: Retail; Customer Management; Omnichannel; Turnarounds; Private Label; Promotions; Marketing Strategy; Brands and Branding; Customer Relationship Management; Goals and Objectives; Competition; Retail Industry; United States

February 2021 (Revised March 2022)
Case

Marvin: A Personalized Telehealth Approach to Mental Health

By: Regina E. Herzlinger, Eshani Sharma, Andrew Nguyen, Thomas Arsenault, Carin-Isabel Knoop and Julia Kelley

More than one third of Americans were said to suffer some type of behavioral health ailment at some point in their lifetime, with many people requiring chronic therapy or intervention. Despite significant clinical needs, access to reliable treatment has been difficult... View Details

Keywords: Mental Health; Applications; Startup Management; Telehealth; Health Care Entrepreneurship; Health ＆ Wellness; Health Care; Health Care and Treatment; Customization and Personalization; Internet and the Web; Entrepreneurship; Growth and Development Strategy; Applications and Software

July–August 2017
Article

Why Outlet Stores Exist: Averting Cannibalization in Product Line Extensions

By: Donald Ngwe

Outlet stores are a large and growing component of many firms' retailing strategies, particularly in the fashion industry. Outlet stores offer attractive prices in locations far from central shopping districts. The main perspectives on why outlet stores exist can be... View Details

Keywords: Fashion; Industrial Organization; Outlet Stores; Price Discrimination; Retail; Channel Management; Luxury; Product Marketing; Price; Retail Industry; Fashion Industry

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March 2011
Case

Terror at the Taj Bombay: Customer-Centric Leadership

By: Rohit Deshpande

On November 26, 2008, heavily armed terrorists launched a series of attacks throughout the western-Indian city of Mumbai (formerly Bombay). One of the locations attacked was the Taj Mahal Palace and Tower, which was occupied by the terrorists for over three days,... View Details

Keywords: Safety; Leadership; National Security; Service Delivery; Organizational Culture; Crisis Management; Customer Focus and Relationships; Brands and Branding; Accommodations Industry; Mumbai

24 Apr 2014
News

Transforming the landscape of agriculture in Nigeria

explains Nwuneli. AACE’s product line includes spices, spreads, sauces, and other foods grown in Nigeria. The company is one of two ventures managed by the couple’s investment firm, Sahel Capital. The other... View Details

01 Dec 2022
News

Action Plan: To the Letter

Chacko says, is the iTunes of fonts. And as with Apple, Monotype’s decision to embrace this model is changing the way users discover, prototype, and manage fonts. Monotype is expanding globally, adding to... View Details

Keywords: April White; design; typography; change management; leadership; Special Design Services; Professional Services

January 2003
Case

Mountain Dew: Selecting New Creative

The key role of selecting creative in brand communications, the problems with building a brand in a turbulent cultural environment, the challenges of extending an advertising campaign, and the senior management skills needed to interpret ads are highlighted. View Details

Keywords: Advertising Campaigns; Culture; Brands and Branding

June 1997 (Revised May 1998)
Case

Exploring Brand-Person Relationships: Three Life Histories (Condensed)

The idea that "relationships" exist between consumers and products has implicitly occupied a central place in brand marketing thought and practice. Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm... View Details

Keywords: Consumer Behavior; Relationships; Brands and Branding

2007
Article

Pharmacovigilance and the Missing Denominator: The Changing Context of Pharmaceutical Risk Mitigation

By: Arthur A. Daemmrich

In the wake of Vioxx, Avandia, and other recent prominent cases of drugs found to cause side effects after marketing, the safety of pharmaceuticals has come to the forefront of American public policy. Press attention, congressional investigations, and legislative... View Details

Keywords: Brands and Branding; Policy; Risk Management; Government Legislation; Risk and Uncertainty; Goals and Objectives; Customers; Pharmaceutical Industry; Health Industry; United States

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18 Oct 2017
Blog Post

4 Advantages of the MS/MBA: Engineering Sciences Program

very interesting group of game-changing MBAs, a group that will be unique in both its shared interests as well as its diverse individuals. I’m most excited about the cohort aspect of the MS/MBA program. HBS... View Details

06 Sep 2005
What Do You Think?

What are the Lessons of New Orleans?

Summing Up Management is a complex process. Good plans executed poorly may be worse than poor plans executed well. This is never truer than at times of disaster, in which plans made from afar have to be... View Details

Keywords: by James Heskett

Web

Influence of the China Trade and the Heard Legacy - A Chronicle of the China Trade

personal perspective on the China trade. Augustine Heard & Co. flourished at a moment when Westerners and Chinese were formulating diplomatic relationships and setting into place the business mechanisms that would bring China into the... View Details

31 Aug 2020
What Do You Think?

Why Don’t More Organizations Understand the Power of Diversity and Inclusion?

causal relationship between diversity and profitability, then management can safely argue that managing for diversity is a way to increase shareholder value. If, however, the relationship is negative, then... View Details

Keywords: by James Heskett

02 Mar 2015
Research & Ideas

‘Retail Revolution’ Excerpt: The Scale of the Ecommerce Threat

take their place and the need for stocking or tidying up merchandise at store level doesn't exist. Without a store network, real estate costs are confined to a handful of distribution centers. Inventory... View Details

Keywords: Re: Rajiv Lal; Retail

01 Aug 2002
News

HBS Alumni Association Board of Directors: President's Report

This spring marked both the end of the academic year and a new beginning as HBS graduated more than nine hundred MBA students. These extremely talented young graduates joined the ranks of over 65,000 fellow... View Details

July 2011 (Revised April 2012)
Case

The Clorox Company: Leveraging Green for Growth

By: Elie Ofek and Lauren Barley

The Clorox Company needs to decide on the marketing strategy going forward for its three sustainable brands, Brita, Burt's Bees and Green Works. These brands had fared differently over the past 3 years and each presents multiple courses of action heading into 2011.... View Details

Keywords: Decision Making; Managerial Roles; Brands and Branding; Marketing Strategy; Social Marketing; Corporate Social Responsibility and Impact; Sales; Opportunities; Corporate Strategy; Environmental Sustainability; Chemical Industry; Food and Beverage Industry