brand management - Publications - Faculty & Research

Research Summary

Design Driven Innovation

Firms, managers and scholars have often balanced between two approaches to innovation: user centered (where incremental innovation is pulled by the market) and technology push (where innovation comes from breakthrough development in technologies). However there is a... View Details

12 Mar 2024
HBS Case

How Used Products Can Unlock New Markets: Lessons from Apple's Refurbished iPhones

Some of Apple’s most loyal customers think nothing of upgrading to the latest iPhone every time one comes out. But what about consumers who can’t splurge on a $1,000 iPhone 15 Pro? And what about the electronic waste that would accrue if people threw away functional... View Details

Keywords: by Rachel Layne; Electronics; Information Technology

Career Coach

Shub Chhokra

Having worked across all these industries, Shub can provide insight on how these industries recruit, personal brand positioning, cover letter/resume reviews, career visioning/mapping, and interview prep. He enjoys working with students in... View Details

November–December 2024
Article

How to Avoid the Agility Trap

By: Jianwen Liao and Feng Zhu

Agility is all the rage in strategy circles these days. According to conventional wisdom, organizations should rapidly react to technological advances, new market dynamics, and shifting consumer preferences. But in practice this is nearly impossible to pull off,... View Details

Keywords: Organizational Change and Adaptation; Competitive Advantage; Growth and Development Strategy; Business Model

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Employment Data All Industries Employment Data All Industries All Industries Select an Industry to Access Additional Detail Pages: All Industries All Industries Consulting Consumer Products Entertainment / Media Health Care Investment Banking Investment View Details

27 Mar 2007
First Look

First Look: March 27, 2007

Working PapersFrom Manufacturing to Design: An Essay on the Work of Kim B. Clark Authors:Sylvain Lenfle and Carliss Y. Baldwin Abstract Kim Clark occupies a unique place in management scholarship. As a member of the Technology and... View Details

Keywords: Martha Lagace

07 Jun 2019
Book

Are You a Digital Manager?

Complex trends in globalization, demographic shifts, and new technologies are raising urgent challenges for managers on an everyday level. Because of the number of companies undergoing digital transformation, View Details

Keywords: by Martha Lagace

March 2021 (Revised February 2025)
Teaching Note

Afterpay U.S.: The Omnichannel Dilemma

By: Antonio Moreno and Anibha Singh

Teaching Note for HBS Case No. 519-086. In 2018, Nick Molnar, the founder of the Australia-based online payment service Afterpay began its expansion to the U.S. market. The service had gained a loyal following in Australia by enabling customers to pay for online... View Details

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27 Jan 2009
First Look

First Look: January 27, 2009

Alejandro Ruzzier Abstract It is often argued that competition forces managers to make better choices, thus favoring managerial autonomy in decision making. I formalize and challenge this idea. Suppose that View Details

Keywords: Martha Lagace

Career Coach

Rebecca Emerick

Rebecca is a Corporate Relations Director in the HBS Career & Professional Development (CPD) office. She has worked in CPD since 2008 and serves as the consulting industry lead for the office. In addition, she manages the recruiting... View Details

Keywords: Consulting

17 Feb 2020
Sharpening Your Skills

How Entrepreneurs Can Find the Right Problem to Solve

art as science. It is incredibly easy to lead a witness, bias answers, and hear what we want to hear in an interview. The best guide for conducting a proper discovery interview is Rob Fitzpatrick’s book The Mom Test, which I encourage every entrepreneur and product... View Details

Keywords: by Julia Austin

Rodolfo Viegener

Keywords: Faucets and plumbing products

October 2019
Case

Engaging the Nationwide Workforce

By: Ethan S. Bernstein, Jessica Gover and Sarah Mehta

Nationwide is “on your side,” but did employees feel that way? CAO Gale King and CEO Steve Rasmussen, starting in 2008, invested heavily in a human capital strategy centered around “engagement” at the Ohio-based Nationwide Mutual Insurance Company. Set in 2014, this... View Details

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19 Apr 2011
First Look

First Look: April 19

saved customers money and their strong brands generated more traffic and sales but that most retailers, looking only at gross margins, missed this added value. Pepsi managers struggled to craft a strategy... View Details

Keywords: Sean Silverthorne

Career Coach

Erika Beisler

data and coaching for offer negotiations. Her prior work experience includes brand management at Bestfoods, Unilever, and Welch’s and market research at CSpace. View Details

Career Coach

Ben Schlatka

Ben (HBS '05) has deep experience in technology driven organizations - including fund raising and venture formation, product marketing, product management, business development and managing technical professionals in large public and... View Details

Keywords: Entrepreneurship; Venture Capital; Financial Services (All); Health Care; Clean Technology; Energy; Telecommunications; Technology

21 Aug 2013
Research & Ideas

What Went Wrong at J.C. Penney?

home goods. It was particularly well known for home goods and children's ware. And once the family went there, they also shopped for men's and women's apparel, which accounted for almost half of sales. They had a very strong private label program, and to their credit,... View Details

Keywords: by Jim Aisner; Retail

November 2017
Teaching Note

Reinventing Best Buy

By: John R. Wells and Gabriel Ellsworth

Teaching Note for HBS No. 716-455. On March 1, 2017, Best Buy Company, Inc., North America’s largest retailer of consumer electronics and appliances, announced a third year of comparable-store sales increases and a 20.8% increase in domestic comparable online sales.... View Details

Keywords: Best Buy; Hubert Joly; Renew Blue; Showrooming; Webrooming; E-commerce; E-Commerce Strategy; Online Retail; Multichannel Retailing; Omnichannel; Marketplaces; Turnaround; Consumer Electronics; Consumer Electronics Accessories; Appliances; Stores-within-stores; Store Experience; Store Size; Store Pickup; Store Management; Delivery; Delivery Models; Amazon; Amazon.com; Pricing Strategy; Business Subsidiaries; Business Units; Business Growth and Maturation; Business Model; For-Profit Firms; Customer Focus and Relationships; Customer Satisfaction; Entertainment; Film Entertainment; Games, Gaming, and Gambling; Music Entertainment; Television Entertainment; Theater Entertainment; Price; Profit; Revenue; Geographic Scope; Multinational Firms and Management; Business History; Cost; Selection and Staffing; Reports; Technological Innovation; Job Cuts and Outsourcing; Human Capital; Leading Change; Business or Company Management; Goals and Objectives; Growth and Development; Growth and Development Strategy; Management Teams; Brands and Branding; Product Marketing; Consumer Behavior; Demand and Consumers; Media; Distribution; Order Taking and Fulfillment; Distribution Channels; Infrastructure; Product; Service Delivery; Service Operations; Organizational Change and Adaptation; Public Ownership; Problems and Challenges; Programs; Groups and Teams; Sales; Salesforce Management; Strategy; Adaptation; Business Strategy; Competition; Competitive Advantage; Competitive Strategy; Corporate Strategy; Expansion; Technology; Hardware; Information Technology; Internet; Mobile Technology; Online Technology; Search Technology; Software; Web; Web Sites; Wireless Technology; Resource Allocation; Computer Industry; Electronics Industry; Entertainment and Recreation Industry; Information Technology Industry; Retail Industry; Service Industry; Technology Industry; Telecommunications Industry; Video Game Industry; United States; Minnesota; Minneapolis; Saint Paul; St. Paul

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03 Oct 2017
First Look

First Look at Research and Ideas, October 3, 2017

industries. Extreme Teaming provides new insights into the world of complex, cross-industry projects and the ways they must be managed. The authors analyze contemporary cases that expose the complex demands of cross-boundary collaboration on View Details

Keywords: by Sean Silverthorne

June 2017 (Revised December 2017)
Case

CJ E&M: KCON Goes Global

By: Elie Ofek and Michael Norris

In January of 2017, CJ Entertainment & Media (E&M) proudly announced that it will be holding its first ever KCON in Mexico City just two months later. CJ Group Chairman Jay Lee and Vice Chairwoman Miky Lee are pleased at the progress that KCON, a Korean-oriented music... View Details

Keywords: Music Entertainment; Cultural Entrepreneurship; Growth and Development Strategy; Food; Music Industry; Entertainment and Recreation Industry; Food and Beverage Industry

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