Publications

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

Video

Vimal Shah

Vimal Shah, Co-Founder and Chairman of Bidco Africa, discusses the group’s strategic approach to marketing soap products in Kenya, targeting the bottom of the pyramid market with multiple brands at different price points to compete with large multinationals such as... View Details

September 1997
Case

Bayer AG (B)

By: John A. Quelch

Bayer's senior executives detail the communications challenge program that resulted from the company's reacquisition of its brand name and trademark cross, which gave Bayer one name worldwide for the first time since World War I. View Details

Keywords: Globalized Firms and Management; War; Acquisition; Trademarks; Brands and Branding; Communication Strategy; Biotechnology Industry; Pharmaceutical Industry; Germany

May 2005 (Revised September 2005)
Case

Gallardo's Goes to Mexico

By: Clayton M. Christensen

The theories of market segmentation and brand building in Chapter 3, What Products Will Customers Want to Buy? in The Innovator's Solution by Clayton Christensen and Michael Raynor suggest that when companies segment markets and build brands in ways that match how the... View Details

Keywords: Innovation Strategy; Marketing Strategy; Global Strategy; Brands and Branding; Segmentation; Food and Beverage Industry; United States; Mexico

05 Mar 2015
Video

EiR Janet Kraus, founder and CEO, Peach

January 2019 (Revised February 2019)
Supplement

The a2 Milk Company

By: Benjamin C. Esty, Daniel Fisher and Greg Saldutte

The a2 Milk Company (a2MC) became the most valuable company listed on the New Zealand stock exchange in 2018 by capitalizing on a biochemical discovery related to the protein composition of cow's milk. Because many people find the A1 protein difficult to digest, and... View Details

May 2022
Case

Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein

This case provides an overview of “Franz for Life,” an advertising campaign that independent advertising agency Mekanism created and executed to revitalize the brand image of Franzia, a low-cost boxed wine. For several years, Franzia’s popularity declined among... View Details

Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Food and Beverage Industry; Advertising Industry; United States

The global beauty business permeates our lives, influencing how we perceive ourselves and what it is to be beautiful. The brands and firms which have shaped this industry, such as Estée Lauder, Chanel, L'Oréal, and Shiseido, have imagined beauty for us.... View Details

16 Feb 2021
Blog Post

The Rise of The Sixes: Interview with CEO and Founder Franci Girard

Wall Street to 5th Avenue Girard’s journey to launching The Sixes, a fashion brand designed specifically for tall women, may have started way back in elementary school, but the road to launching the business took many twists and turns. “I... View Details

Keywords: Entrepreneurship; Consumer Products / Retail

15 Mar 2017
Blog Post

Tips on Holding Effective Company Recruiting Events

Hosting a company recruiting event is a great way to build brand awareness and engage with students. Based on student feedback, here are some ideas to consider when preparing to come to campus or hosting a virtual event. Invite Dynamic... View Details

Keywords: All Industries

July 2021 (Revised October 2021)
Case

Allianz Customer Centricity: Is Simplicity the Way Forward?

By: Eva Ascarza and Emilie Billaud

This case explores the tradeoffs between product personalization and simplicity as companies grow. The case presents an opportunity to understand whether and how each of these approaches enables and/or limits companies’ abilities to provide customer satisfaction while... View Details

Keywords: Simplicity; Customer Focus and Relationships; Customization and Personalization; Customer Satisfaction; Performance Efficiency; Strategy; Insurance Industry; Europe; Germany

2013
Case

Innovation and Development of China Machine Press in the New Century

By: F. Warren McFarlan, Ning Jia and Guo Jia

China Machine Press (CMP), founded in 1952, is a leading multi-field, multi-discipline and multimedia publishing group in China with large scale, comprehensive and specialized business that integrates paper media, audiovisual media and online media, and combines... View Details

Keywords: General Management; Organizational Structure; Strategy; China; China

Rajiv Lal, is the Stanley Roth, Sr. Professor of Retailing at Harvard Business School. He is currently teaching an elective MBA course on the Business of Smart Connected Products/IOT. He has been responsible for the retailing curriculum and has served as the course... View Details

August 2016
Case

S'well: The Mass Market Decision

By: Youngme Moon

This case tells the story of how Sarah Kauss, a young female entrepreneur, built a premium water bottle brand from scratch. After having built a high-end brand, the key decision in the case is whether to begin expanding the S'well product portfolio to the mass market. View Details

Keywords: Brands and Branding; Marketing; Business Startups; Entrepreneurship; Distribution; Strategy; United States