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August 2016 (Revised July 2017)
Case

Singapore Airlines: Premium Goes Multi-Brand

By: Rohit Deshpande and Dawn H. Lau

Singapore Airlines had long been considered the gold standard for its innovative customer service. However, the company was faced with new sources of competition, from the rapid growth of Southeast Asian low-cost carriers on the one hand, to the expansion of premium... View Details

Keywords: Customer Focus and Relationships; Economic Slowdown and Stagnation; Management Teams; Brands and Branding; Air Transportation Industry; Travel Industry; Singapore

13 Apr 2016
Blog Post

3 Reasons Why Company Conversations Might Be Right For Your Organization

Participating in HBS recruiting events builds brand awareness and provides organizations the opportunity to connect with students. Here are 3 reasons why Company Conversations can be an effective recruiting event for you: Connect with... View Details

Keywords: All Industries

28 Oct 2015
Research & Ideas

A Dedication to Creation: India's Ad Man Ranjan Kapur

class grew with large disposable income, and these foreign brands returned, it pushed the local brands to improve their quality and services. Competition rose and consumers benefitted. Q: So at this very... View Details

Keywords: by Sean Silverthorne; Advertising

February 2005 (Revised April 2011)
Case

Haier's U.S. Refrigerator Strategy

By: Pankaj Ghemawat, Thomas M. Hout and Jordan I. Siegel

Haier, the first Chinese consumer durable brand in the United States, succeeded in the compact refrigerator, freezer, and air conditioner markets and then built a U.S. factory to enter the full-size market. Issues include the value of a local entrepreneur to the Asian... View Details

Keywords: Factories, Labs, and Plants; Global Strategy; Growth and Development Strategy; Brands and Branding; Market Entry and Exit; Competitive Strategy; Consumer Products Industry; China; United States

April 2004 (Revised May 2005)
Case

ING DIRECT

By: James L. Heskett

The CEO of ING Direct (U.S.) has to decide: (1) whether and how to coordinate his organization's branding effort with its parent, ING Group, and (2) how fast to grow the business. Includes color exhibits. View Details

Keywords: Decision Choices and Conditions; Entrepreneurship; Leadership Style; Growth Management; Brands and Branding; Planning; Problems and Challenges; Financial Services Industry; United States

September 2008
Supplement

Mr. Nelson Peltz, Founding Partner, Trian Partners. Interviewed by Professor John Quelch

By: John A. Quelch

Professor John Quelch interviewed Mr. Nelson Peitz, Founding Partner of Trian Partners on events and decisions leading up to the decision to acquire the Snapple brand and the results of that corporate decision. View Details

Keywords: Mergers and Acquisitions; Decision Choices and Conditions; Private Equity; Investment; Brands and Branding; Financial Services Industry; Food and Beverage Industry

February 2020
Teaching Note

Essential Explorations at MUJI

By: Tomomichi Amano and Das Narayandas

Launched as a private brand in 1980 to counter the increasingly brand-conscious consumer in Japan, MUJI offered beautifully designed, fairly priced, no-frills quality goods. The once modest private label brand with 40 products had expanded significantly by 2019 to more... View Details

Keywords: Product Portfolio Management; Brands and Branding; Product; Management; Change Management; Mission and Purpose; Retail Industry; Japan

Youngme Moon

Youngme Moon is the Donald K. David Professor of Business at Harvard Business School. Professor Moon's research sits at the intersection of brand strategy and culture, with a particular focus on the emergent AI economy. She is the author of the bestselling book, View Details

April 2005 (Revised February 2006)
Case

L'Oreal and the Globalization of American Beauty

By: Geoffrey G. Jones, David Kiron, Vincent Dessain and Anders Sjoman

Examines L'Oreal's acquisition of leading U.S. cosmetics brands, including Maybelline, Redken, and Kiehl's, and their subsequent renewal and globalization. Reviews the history of L'Oreal, now the world's largest cosmetics company, from its origins in France in 1907.... View Details

Keywords: Management; Corporate Strategy; Problems and Challenges; Brands and Branding; Business History; Globalization; Acquisition; Beauty and Cosmetics Industry; Consumer Products Industry; France; United States

May 2000
Case

J & B

Michael Stoner finds himself called upon to reposition a once venerable and highly profitable brand of Scotch whisky. He must find a cultural trend. View Details

Keywords: Demand and Consumers; Product Positioning; Culture; Food and Beverage Industry

20 Nov 2010
News

Why are Asian women aspiring to Western ideals of beauty?

July 2024
Case

Wizards of the Coast and Magic: The Rebounding

By: Boris Groysberg and Tom Quinn

This case traces the history and growth of the Magic: The Gathering trading card game. From its development in 1993 by tiny studio Wizards of the Coast, to Wizards’ acquisition by toy giant Hasbro in 1999, to its evolution into a billion-dollar brand in 2023,... View Details

January 2010 (Revised March 2010)
Case

Transforming ASUSTeK: Breaking from the Past

By: Willy C. Shih, Ho Howard Yu and Hung-Chang Chiu

What happens when an original design manufacturer (ODM) firm tries to transform itself into a branded goods seller? The case traces the evolution of ASUSTeK from a motherboard supplier, to an ODM of desktop and notebook PCs, through its split into three companies that... View Details

Keywords: Change Management; Transformation; Disruptive Innovation; Brands and Branding; Organizational Change and Adaptation; Organizational Structure; Competitive Strategy; Computer Industry; Manufacturing Industry; Taiwan

September 2016 (Revised September 2017)
Case

Zalora Philippines: From Growth to Profitability

By: Donald Ngwe and Thales Teixeira

In May 2015 Paulo Campos, co-founder and CEO of Zalora Philippines, found himself at a crucial turning point in his young company’s development. In just three years, Zalora had come from entering the Philippine fashion retail industry as an unknown quantity to becoming... View Details

Keywords: Internet and the Web; Business Subsidiaries; Business Growth and Maturation; Fashion Industry; Retail Industry; Sweden; Southeast Asia; Philippines

2012
Case

Zhejiang Semir Garment Co., Ltd.

By: F. Warren McFarlan, Jie Jiao and Yuren Fang

With the rapid growth of China's economy and China's increasing integration into the global economy in the past two decades, China's leisure clothing and garment enterprises achieved a rapid rise and became an important competitive force confronting the foreign brands... View Details

Keywords: Business Model Innovation; Competitive Strategy; Management Controls; China; China

June 2008
Case

Starbucks Coffee Company in the 21st Century

By: Nancy F. Koehn, Marya Lisl Hill-Popper Besharov and Katherine Miller

The case explores the opportunities and challenges confronting Starbucks in the early 21st century. For more than 15 years, Starbucks has grown swiftly and successfully, helping create a large, dynamic market for specialty coffee, building one of the world's most... View Details

Keywords: Business Model; Economy; Growth Management; Brands and Branding; Corporate Social Responsibility and Impact; Competition

Adi Godrej

Keywords: Diversified

December 1994
Case

Intel's Pentium: When the Chips Are Down (A)

By: Stephen A. Greyser and Norman Klein

Intel, the largest-selling manufacturer of microprocessor computer chips, finds itself in a brand-threatening situation when a flaw is revealed in its top-of-the-line Pentium chip. The story is front-page news for weeks. The company invested tens of millions of dollars... View Details

Keywords: Advertising; Engineering; Crisis Management; Brands and Branding; Production; Failure; Semiconductor Industry

September 2000
Case

Guru.com

By: Rajiv Lal and Ann Leamon

An online resource for independent professionals must create a marketing plan to build brand awareness. Along with the tone and message of the ads, the executives must choose from several different treatments and media, keeping within their budget. View Details

Keywords: Budgets and Budgeting; Brands and Branding; Marketing Communications; Marketing Strategy

March 1998
Case

Launch

By: Jeffrey F. Rayport

Launch has developed an entertainment publication on CD-ROM with 240,000 subscribers and has recently introduced an on-line entertainment product (www.mylaunch.com) to complement the CD-ROM. Deals with multiple-channel delivery and platform selection and branding on... View Details

Keywords: Digital Platforms; Internet and the Web; Distribution Channels; Information Publishing; Brands and Branding; Entertainment and Recreation Industry; Publishing Industry

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