Publications

05 Dec 2016
Research & Ideas

How To Deceive Others With Truthful Statements (It's Called 'Paltering,' And It's Risky)

target’s beliefs by giving a false or distorted impression. But it’s not just businesspeople who palter. Donald Trump has done it. Hillary (and Bill) Clinton, too. Chances are you have paltered. “People seem to be using this strategy... View Details

Keywords: by Dina Gerdeman

29 Sep 2014
Research & Ideas

Why Do Outlet Stores Exist?

selling cast-off merchandise, some companies even design specific product lines for sale there. So what's going on? “We take for granted that outlet stores exist, but if you think about it, it's a little weird” "We take for granted... View Details

Keywords: by Michael Blanding; Apparel & Accessories; Fashion; Retail

February 2025
Teaching Note

Influencer-Led Brand Building: Hairitage and the McKnights

By: William R. Kerr and James Palano

Teaching Note for HBS Case No. 825-066. Mindy McKnight started in 2009 as an early influencer on social media whose videos of creative hairstyles for girls launched her family on an entrepreneurship journey. The McKnights transitioned from YouTube ad revenue to brand... View Details

Keywords: Family Business; Social Media; Entrepreneurship; Brands and Branding; Product Launch; Power and Influence; Expansion; Beauty and Cosmetics Industry

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

June 2013 (Revised March 2014)
Case

Inditex: 2012

By: John R. Wells and Galen Danskin

In the 11 years since its public offering, Inditex and its flagship brand, Zara, had expanded into 86 countries, achieved $21.6 billion in revenue, and become the largest specialty apparel retailer in the world. In marked contrast to the general malaise of the Bolsa de... View Details

Keywords: Fashion; Strategy; Strategic Planning; Competitive Strategy; Fashion Industry; Spain

July 2003 (Revised March 2004)
Case

XM Satellite Radio (A)

By: David B. Godes and Elie Ofek

XM Satellite Radio is a radically new way to listen to radio. Management must develop a marketing strategy to launch the firm and the category. A crucial aspect of the strategy is to determine which of two business models the company will pursue. Should it focus... View Details

Keywords: Advertising; Business Model; Decision Choices and Conditions; Cost Management; Marketing Channels; Marketing Strategy; Problems and Challenges; Partners and Partnerships; Sales; Competitive Strategy; Communications Industry

26 Mar 2008
First Look

First Look: March 26, 2008

corporate managers use information provision to encourage subsidiaries' adoption of advanced management practices. Focusing on the distribution of expertise across subsidiaries, we propose that corporate managers elect an information provision View Details

Keywords: Martha Lagace

March 2018
Teaching Note

Mavi: Fashioning a Path to Brand Growth

By: Jill Avery and Gamze Yucaoglu

Mavi, a leading Turkish apparel retailer, had sales of $419 million in 2015, up 20%. Growth rates like these were becoming routine at Mavi. But, its path to growth was getting more challenging, and Turkven, Mavi’s private equity partner, was planning its exit options... View Details

Keywords: Retailing; Fashion; Brand; Brand Management; Brand Extension; Brand Equity; Private Equity; Marketing; Marketing Strategy; Brands and Branding; Growth and Development Strategy; Decision Choices and Conditions; Retail Industry; Fashion Industry; Turkey; Europe

February 2021
Case

Threadless: The Renewal of an Online Community

By: Shane Greenstein, Karim Lakhani and Christian Godwin

Threadless, an online apparel company and artist community which Jake Nickell founded in 2000, continued to maintain its status as a top company in the online apparel industry during its second decade. From 2010 to 2020, Threadless continued to operate its... View Details

05 Sep 2012
First Look

First Look: September 5

if they did not obtain the second reward. We discuss implications for research on motivation and incentives. Bringing Science to the Art of Strategy Authors:A.G. Lafley, Roger L. Martin, Jan W. Rivkin, and Nicolaj Siggelkow... View Details

Keywords: Sean Silverthorne

19 Jan 2011
First Look

First Look: Jan. 18

are not as ethical as we think we are. In Blind Spots, leading business ethicists Max Bazerman and Ann Tenbrunsel examine the ways we overestimate our ability to do what is right and how we act unethically without meaning to. From the collapse of Enron and corruption... View Details

Keywords: Sean Silverthorne

October 2010 (Revised January 2011)
Case

Toyota Recalls (A): Hitting the Skids

By: John A. Quelch, Carin-Isabel Knoop and Ryan Johnson

In the fall of 2009, Toyota Motor Corporation, once revered for its commitment to quality and reliability, faced a highly publicized series of recalls in the United States representing approximately a year's worth of sales in one of its most important markets. While... View Details

Keywords: Communication Strategy; Crisis Management; Brands and Branding; Quality; Public Opinion; Auto Industry; Japan; United States

May 2011 (Revised July 2011)
Case

Fiat-Chrysler Alliance: Launching the Cinquecento in North America

By: Gary P. Pisano, Phillip Andrews and Alessandro Di Fiore

Fiat ended its 27-year absence in the North American automobile market when the first Cinquecento (500)—a very small, iconic Italian car that had strong sales in Europe—was delivered on March 10, 2011. The Italian automaker re-entered the market through an alliance... View Details

Keywords: Product Launch; Product Positioning; Mergers and Acquisitions; Partners and Partnerships; Globalization; Operations; Growth and Development Strategy; Integration; Auto Industry; North America; Europe

14 Feb 2018
Blog Post

Meet HBS Leadership Fellows: Verdell Walker, Sesame Workshop

HBS, I worked as an equity research analyst at Goldman Sachs and as a strategy analyst in the advertising sales division of The Wall Street Journal. My stint in finance helped me develop my analytical and... View Details

Keywords: Nonprofit / Government

03 Mar 2008
Research & Ideas

Marketing Your Way Through a Recession

furnishings and home entertainment will hold up well, as uncertainty prompts us to stay at home but also stay connected with family and friends. Now may be the time to drop your weaker distributors and upgrade your sales force. 3.... View Details

Keywords: by John Quelch

April 2025
Case

Salesforce Agentforce: The Limitless Workforce

By: Suraj Srinivasan, Allison Ciechanover and George Gonzalez

In early 2025, Salesforce was a global leader in cloud-based enterprise software, best known for pioneering customer relationship management (CRM) delivered as a service. Over the past two decades, the company had expanded into marketing, customer service, analytics,... View Details

Keywords: Business Model; Customer Relationship Management; Price; AI and Machine Learning; Technology Adoption; Organizational Change and Adaptation; Sales; Business Strategy; Ethics; Product Launch; Technology Industry; United States

May 1992 (Revised September 2019)
Case

Richardson Sheffield

By: Christopher A. Bartlett and Ashish Nanda

The case traces Bryan Upton’s 20-plus years as managing director of a Sheffield-based cutlery company and describes the strategic and organizational actions he took to raise sales and earnings at more than 25% annually, even as the local industry was in steep... View Details

Keywords: Human Resource Management; Human Resource Practices; General Management; Human Resources; Management; Leadership; Strategy; United Kingdom