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  • Web

Mid-US - Global

the Spirits Industry In an episode of Harvard Business Review's "Cold Call" podcast, Senior Lecturer Hise Gibson discusses the case "Uncle Nearest: Creating a Legacy." In 2017, Fawn Weaver cofounded Uncle Nearest, a premium American whiskey View Details
  • 26 Feb 2008
  • First Look

First Look: February 26, 2008

display promotions away from smaller revenue brands and toward larger ones following periods of poor financial performance, indicating the behavior is being driven by parties higher in the firm than the View Details
Keywords: Martha Lagace
  • 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
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  • Web

California - Global

they grapple with new pricing strategies and organizational shifts. March 2025 (Revised May 2025) Case Primetime Partners: Investing in Healthspan, Wealthspan, and Workspan By: Rembrand Koning , Nicole Tempest Keller and Susan Wilner... View Details
  • May 2022
  • Supplement

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

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein
This case reveals the events that took place after the conclusion of the cases “Thinking Outside the Wine Box (A-B): Mekanism and the Franz for Life Campaign.” After selecting a creative direction for the Franz for Life 2.0 campaign, independent advertising agency... View Details
Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Food and Beverage Industry; Advertising Industry; United States
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  • 01 Dec 1997
  • News

Multimedia Martha: Sharon Patrick Cooks Up A Winner

As president of Martha Stewart Living Omnimedia (MSLO), Sharon L. Patrick (MBA '78) oversees business strategy and operations at one of the country's most talked-about enterprises. She is a former partner at McKinsey & Co. and former... View Details
  • February 1997 (Revised January 2002)
  • Case

Launching the BMW Z3 Roadster

By: Robert J. Dolan and Susan M. Fournier
James McDowell, vice president of marketing at BMW North America, Inc., must design Phase II communication strategies for the launch of the new BMW Z3 Roadster. The program follows an "out-of-the-box" prelaunch campaign centered on the placement of the product in the... View Details
Keywords: Management Teams; Marketing Communications; Marketing Strategy; Brands and Branding; Product Launch; Product Positioning; Innovation and Invention; Auto Industry; North America
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  • 13 May 2008
  • First Look

First Look: May 13, 2008

climate change management will figure into BP's corporate strategy. Climate change management was a major part of BP's strategy under Browne: In 1997 Browne broke from his colleagues, publicly declaring that global climate change was a... View Details
Keywords: Martha Lagace
  • July 2018
  • Teaching Note

Ron Johnson: A Career in Retail

By: Ryan Raffaelli
In April 2013, Ron Johnson (HBS '84) stepped down after just 18 months as CEO of J.C. Penney. In his brief tenure, Johnson, an acclaimed retailer respected for his innovation and success in shaping the retail image at Target and Apple, introduced dramatic departures... View Details
Keywords: Leadership; Leadership Development; Legal Industry; Procurement; Professional Service Firms; Pricing; Competition; Organizational Behavior; Change Management; Innovation Leadership; Situation or Environment; Failure; Management Teams; Brands and Branding; Retail Industry; United States
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  • Web

Business & Environment - Faculty & Research

experimental methods to further demonstrate causality and to consider the effects of potential moderators. These findings have implications for decisions related to product pricing, placement and assortment, store layout, and the choice of View Details

    Arthur I Segel

    View Details
    Keywords: federal government; real estate
    • Web

    HBS - The year in Review

    Credential in Leadership, Impact, and Management in Business (CLIMB), a yearlong, self-paced, asynchronous program comprising seven courses designed to help both new and experienced leaders accelerate their careers. The offering includes required courses in topics such... View Details
    • February 2018 (Revised September 2018)
    • Case

    Huawei: How Can We Lead the Way?

    By: Elie Ofek, Tian Tao, Eden Yin and Nancy Hua Dai
    On September 12, 2017, just as Apple’s Tim Cook was unveiling the iPhone X, Richard Yu, CEO of Huawei’s Consumer Business Group (CBG), and Glory Cheung, his Chief Marketing Officer, were discussing some key strategic issues regarding Huawei’s smartphone business.... View Details
    Keywords: Product Launch; Product Positioning; Marketing Communications; Price; Competitive Strategy; Global Strategy
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    • Web

    Business History - Faculty & Research

    simplistic assumptions about business behavior also enabled business history to be highly creative and, at times, to exercise a huge impact on management studies more generally, especially strategy and the study of entrepreneurship.... View Details
    • 21 May 2007
    • Research & Ideas

    Fixing the Marketing-CEO Disconnect

    marketing function and the C-suite often drift apart, resulting in a disconnect between the overall strategy of the company and what marketing understands to be the actual needs of customers. One result is that company View Details
    Keywords: by Sean Silverthorne
    • 01 Apr 2014
    • First Look

    First Look: April 1

    market, we induce a theoretical framework to explain how firms win the race to find a viable business model. As the new market emerged, high-performing firms enacted three strategies in sequence that helped them achieve their objective... View Details
    Keywords: Sean Silverthorne
    • Web

    General Management - Faculty & Research

    encompasses: the personal values and qualities of effective general managers and enterprise leaders; the philosophies, values, and strategies that inform successful enterprises; and the relation of enterprise to the broader community and... View Details
    • September 2006 (Revised February 2007)
    • Case

    Friendster (A)

    By: Mikolaj Jan Piskorski and Carin-Isabel Knoop
    In January 2006, the president of Friendster needs to choose between two strategic options to revive the company. Friendster started the social networking industry in 2003, but has been overtaken by MySpace and Facebook. The two options are: 1) offer new features to... View Details
    Keywords: Value Creation; Competitive Advantage; Corporate Entrepreneurship; Social and Collaborative Networks; Brands and Branding; Service Industry
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    • 08 Nov 2016
    • First Look

    November 8, 2016

    commercial success and certain disputed business practices, Android has come under substantial attention from competition authorities. We present key aspects of Google’s strategy in mobile, focusing on Android-related practices that may... View Details
    Keywords: Sean Silverthorne
    • 07 Jun 2023
    • Blog Post

    My One Case: MBA Class of 2023 Looks Back

    middle-skill workforce. What case made an impact on you and why?The “QuikTrip” case stands out for me. The case features a CEO who is expanding his business to a new market and must decide what kind of growth strategy to pursue. In the... View Details