Publications

08 Sep 2016
News

Monitoring global supply chains

24 Aug 2017
News

Does Le Pliage Help or Hurt the Longchamp Luxury Brand?

January 2009
Case

VOSS Artesian Water from Norway

By: Youngme E. Moon, Gail J. McGovern, Daniela Beyersdorfer and Vincent Marie Dessain

VOSS is a Norwegian bottled water company that produces one of the world's purest drinking waters, sold at an ultra-premium price in a sleek cylindrical glass bottle of minimalist design. In the U.S. (the company's primary market), VOSS's high-end brand presence is... View Details

Keywords: Brands and Branding; Marketing Channels; Marketing Strategy; Product; Luxury; Food and Beverage Industry; Norway; United States

August 2015 (Revised March 2017)
Supplement

Planters Nuts (B): The Power of the Peanut

By: Robert J. Dolan and Donald K. Ngwe

This case picks up from the events in Planters Nuts and describes how the new management team for Planters turned the brand around in 2013 by implementing a new brand positioning accompanied by a multimillion dollar marketing campaign. View Details

Keywords: Product Positioning; Marketing; Transformation; Food and Beverage Industry

November 1983 (Revised May 1990)
Case

Procter & Gamble Co. (A)

By: John A. Quelch

An associate advertising manager at Procter & Gamble is considering several options to strengthen the company's position in the light duty liquid detergent market. One option is to introduce a fourth Procter & Gamble brand in the category. Provides substantial... View Details

Keywords: Product Positioning; Advertising; Product Launch; Brands and Branding; Consumer Products Industry; United States

September 1998
Case

McDonald's: International Expansion Strategy

By: Gary W. Loveman and Sabina M. Ciminero

James Cantalupo, CEO of McDonald's International, and top management have a few months to decide how the McDonald's brand should be transferred into India. Faced with the challenges presented by the Indian market--80% of Indians are Hindus and cherish cows as sacred... View Details

Keywords: Globalized Firms and Management; Expansion; Brands and Branding; Strategy; Cross-Cultural and Cross-Border Issues; Food and Beverage Industry; Food and Beverage Industry; United States; India

2011
Working Paper

The Flexible Substitution Logit: Uncovering Category Expansion and Share Impacts of Marketing Instruments

By: Qiang Liu, Thomas J. Steenburgh and Sachin Gupta

Different instruments are relevant for different marketing objectives (category demand expansion or market share stealing). To help brand managers make informed marketing mix decisions, it is essential that marketing mix models appropriately measure the different... View Details

Keywords: Decision Choices and Conditions; Forecasting and Prediction; Investment; Brands and Branding; Marketing Strategy; Demand and Consumers; Mathematical Methods

Read Now

18 Nov 2019
Video

Adi Godrej

Adi Godrej describes the early growth of India-based consumer products Godrej Group's businesses... View Details

February 2023
Case

Roblox: Virtual Commerce in the Metaverse

By: Ayelet Israeli and Nicole Tempest Keller

In 2022, Roblox had 58.8 million daily active users, including over half of all children and teens under the age of 16 in the United States. Roblox, a free-to-use “co-experience platform”, allowed users to come together in immersive 3D experiences to socialize, work,... View Details

31 Mar 2020
News

Reinventing the Direct-to-Consumer Business Model

September 2017
Supplement

Taj Hotels: Leading Change, Driving Profitability (B)

By: Krishna Palepu, Anjali Raina and Rachna Chawla

The Taj Group financial in March 2017 reflects a turnaround in performance. The new branding strategy is described. View Details

Keywords: Turnaround; Hospitality Industry; Leading Change; Leadership; Brands and Branding; Marketing; Strategy; Globalization; Performance Improvement; Accommodations Industry; India

March 2014 (Revised January 2015)
Case

Ghurka

By: Jose B. Alvarez, Walter J. Salmon and Christine Snively

Ghurka was a 38-year-old luxury leather goods brand that specialized in leather and twill luggage, handbags, and accessories. Brightwork Brand Holdings Corp. acquired it as an asset purchase in 2011. Ghurka, under CEO John Reuter, worked to re-launch the brand with a... View Details

Keywords: Retailing; Luxury

August 1996 (Revised December 1999)
Case

J Boats, Inc.

By: Robert L. Simons

During the 20-year evolution of a family-owned, entrepreneurial sailboat company, two founders leverage their design and marketing skills to build one of the most recognized brands in the recreational boating industry. The founder then considers management succession... View Details

Keywords: Corporate Entrepreneurship; Family Business; Risk Management; Financial Management; Leveraged Buyouts; Brands and Branding; Competitive Strategy; Capital Markets; Valuation; Shipping Industry; Transportation Industry

Apr 29 2016
Testimonial

Blazing Trails in the Digital World

Program

The Business of Entertainment, Media, and Sports

enterprises Brand managers, promoters, investors, and others who are active in the entertainment industry Learning and Living at HBS When you participate in an Executive... View Details

Keywords: Media & Entertainment; Media & Entertainment

04 Oct 2011
Working Paper Summaries

Reviews, Reputation, and Revenue: The Case of Yelp.com

Keywords: by Michael Luca; Food & Beverage

March 2008 (Revised April 2009)
Supplement

Citigroup: Re-Branding in 2007 (B)

By: Rohit Deshpandé and Carin-Isabel Knoop

Follow-up to "Citigroup: Re-Branding in 2007" (A), describing the development of a new brand identity for Citigroup. View Details

Keywords: Brands and Branding; Financial Services Industry

July 2020
Case

Amanda and Kristen: Mented Cosmetics

By: Steven Rogers, Jeffrey J. Bussgang and Alterrell Mills

The co-founders (Black HBS alumnae) of an e-commerce beauty startup explore the unmet needs within the beauty industry. This case study examines the entrepreneurial opportunities that come from identifying an underserved market, specifically within the Black community... View Details

September 2000 (Revised May 2001)
Case

Gucci Group N.V. (A)

By: David B. Yoffie and Mary Kwak

Examines the turnaround of Gucci and its transition from a single brand to a multi-brand company. A rewritten version of an earlier case. View Details

Keywords: Growth and Development Strategy; Management Practices and Processes; Competitive Strategy; Competitive Advantage; Corporate Strategy; Diversification; Expansion; Apparel and Accessories Industry