Publications

Web

Native American Heritage Month | Baker Library

the basic community industries can be recycled as many as three or four times" (p. 32). The diagram is part of a larger proposed business strategy for Native American reservations to realize cash flow through vertical economic... View Details

February 1995 (Revised November 1996)
Case

MasterCard and World Championship Soccer

By: John A. Quelch and Carin-Isabel Knoop

The MasterCard vice president for global promotions and other MasterCard executives are appraising the results of MasterCard's worldwide sponsorship of the 1994 World Cup soccer championship. They must decide whether to commit to sponsor the 1998 championship to be... View Details

Keywords: Credit Cards; Marketing Strategy; Multinational Firms and Management; Advertising Campaigns; Globalization; Sports; Financial Services Industry; Financial Services Industry; France; United States

December 2010 (Revised September 2011)
Case

Kanebo Ltd. (A)

By: David F. Hawkins, Suraj Srinivasan, Akiko Kanno and Lizzie Gomez

Speculation as to how Japanese companies might implement IFRS with particular emphasis on consolidation accounting. View Details

Keywords: History; Business Conglomerates; Misleading and Fraudulent Advertising; Consolidation; Financial Statements; International Finance; International Accounting; Standards; Goodwill Accounting; Manufacturing Industry; Japan

January 2019
Supplement

Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis

By: Jill Avery and Gerald Zaltman

In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Luckily, an old consumer research study on the Nestlé Crunch Bar... View Details

February 2020
Supplement

Theranos: Who Has Blood on Their Hands? (B)

By: Nien-he Hsieh, Christina R. Wing and John Masko

This supplemental case tracks the results of the Colman and Taubman-Dye class action suit against Theranos as well as Theranos’ other legal challenges and chronicles the final demise of the company in 2019. View Details

Keywords: Health Testing and Trials; Corporate Accountability; Organizational Culture; Misleading and Fraudulent Advertising; Crime and Corruption; Entrepreneurship; Lawsuits and Litigation; Business Exit or Shutdown; Medical Devices and Supplies Industry; California; United States

29 Oct 2007
HBS Case

Marketing Maria: Managing the Athlete Endorsement

sports industry accounted for around $50 billion in revenues in the United States in 2007, up from just under $35 billion in 2001. On a global scale, total revenues are expected to be nearly $100 billion this year, compared with $70... View Details

Keywords: by Sarah Jane Gilbert; Sports

August 2008
Supplement

Lenovo Chief Marketing Officer and Senior VP E-Commerce, Deepak Advani, Interviewed by Professor John Quelch

By: John A. Quelch

Professor John Quelch interviewed Lenovo CMO, Deepak Advani, regarding Lenovo's buy-out of IBM's personal computer business, and Lenovo's marketing strategy leading up to the 2008 Summer Olympics in Beijing, China. View Details

Keywords: Advertising; Leveraged Buyouts; Brands and Branding; Marketing Strategy; Hardware; Computer Industry; China

08 Jun 2010
First Look

First Look: June 8

and Marketing Services Industry? Myth vs. Realty Authors:Alvin J. Silk and Charles King III Publication:Journal of Current Issues and Research in Advertising (forthcoming) Abstract We analyze changes in concentration levels in the U.S.... View Details

Keywords: Martha Lagace

28 Jul 2016
Op-Ed

Where is TripAdvisor for Doctors?

to do by care providers and payers. Consumer empowerment in health care is nowhere as advanced as it is in the travel industry and financial services, for example. Doctors are not especially interested in providing transparent data about... View Details

Keywords: by John A. Quelch; Health

20 Sep 2016
First Look

September 20, 2016

communicated and received information, and as the broader advertising industry changed. New and more aggressive competitors were emerging, and the industry was quickly... View Details

Keywords: Sean Silverthorne

August 2004 (Revised July 2006)
Case

PROPECIA TM: Helping Make Hair Loss History

By: Marta Wosinska and Youngme E. Moon

In late 1997, Tom Casola, brand manager for Propecia, debates the best approach to market this breakthrough one-a-day pill for hair loss. This launch would be atypical for a prescription drug because of the key position of the consumer. As a result, the team's... View Details

Keywords: Advertising; Communication Strategy; Customers; Marketing Communications; Marketing Strategy; Product Launch; Product; Performance Effectiveness; Problems and Challenges; Quality; Pharmaceutical Industry

September 2022 (Revised November 2022)
Teaching Note

PittaRosso: Artificial Intelligence-Driven Pricing and Promotion

By: Ayelet Israeli

Teaching Note for HBS Case No. 522-046. View Details

May 1981 (Revised December 1992)
Case

Chesebrough-Pond's, Inc.: Vaseline Petroleum Jelly

By: John A. Quelch

The product manager for Vaseline Petroleum Jelly has to prepare the 1978 brand budget and determine expenditure levels for advertising, trade promotion, and consumer promotion. View Details

Keywords: Advertising; Budgets and Budgeting; Product Marketing; Brands and Branding; Consumer Products Industry; Consumer Products Industry

01 Feb 2000
News

The Future Is Now: 21st-Century Business Pondered at HBS Forum

much more connected, pervasive, and easy to use. Greater customization will result, and the consumer will call the shots. "Companies that return power to the consumer will be the ones that thrive," Ballmer said, mentioning online banking and View Details

01 Jun 2008
News

This Site’s for You

submit your best guess about what’s taking place. While we were revamping the Web site, we didn’t stop at the homepage. One of our goals was to answer your frequently asked questions. When you click on the new About Us link, you can now get quick answers to questions... View Details

Keywords: Roger Thompson; Bulletin; Publishing Industries (except Internet); Publishing Industries (except Internet); Publishing Industries (except Internet); Publishing Industries (except Internet)

01 Mar 2004
News

Toy Story

kid-pleasing category of electronic toy. The LeapPad took the dusty, flash-card connotations out of the term “educational toy” and launched a new, highly successful product line of “smart toys.” LeapFrog did what no other new player in the toy View Details

Keywords: Susan Young; toys; Amusement, Gambling, and Recreation Industries; Amusement, Gambling, and Recreation Industries

May 2009 (Revised December 2009)
Case

Reliance Baking Soda: Optimizing Promotional Spending

By: John A. Quelch and Heather Beckham

Reliance Baking Soda is Stewart Corporation's oldest and most established product. The new Domestic Brand Director needs to create a 2008 marketing budget that delivers a profit increase of 10% over 2007 levels. She must first evaluate the effectiveness of past... View Details

Keywords: Communication Strategy; Quantitative Analysis; Consumer Marketing; Marketing Planning; Product Management; Sales Promotions; Program Budgeting; Marketing Strategy; Advertising; Product Marketing; Budgets and Budgeting; Sales; Consumer Products Industry