Publications

10 Jul 2014
News

"Companies are Throwing Money at Social Media"

August 2016 (Revised July 2017)
Case

Singapore Airlines: Premium Goes Multi-Brand

By: Rohit Deshpande and Dawn H. Lau

Singapore Airlines had long been considered the gold standard for its innovative customer service. However, the company was faced with new sources of competition, from the rapid growth of Southeast Asian low-cost carriers on the one hand, to the expansion of premium... View Details

Keywords: Customer Focus and Relationships; Economic Slowdown and Stagnation; Management Teams; Brands and Branding; Air Transportation Industry; Travel Industry; Singapore

21 Jan 2016
Blog Post

HBS and the Arts

major talent agency with the launch of a new art division. While consulting on the build out of a platform connecting visual artists to licensing and branding opportunities I was able to hone my strategy... View Details

Keywords: Nonprofit / Government; Entertainment / Media / Sports

May 2000
Case

To Trim or Not to Trim: That Is the Question

By: Srikant M. Datar

Should Novartis drop 20% of its global pharmaceutical product brands that account for only 3% of its pharmaceutical revenues? View Details

Keywords: Business Earnings; Cost vs Benefits; Business Strategy; Investment Return; Problems and Challenges; Pharmaceutical Industry

June 2008 (Revised April 2013)
Case

Bernd Beetz: Creating the New Coty

By: Geoffrey Jones and David Kiron

Considers the creation of the world's largest fragrance company by Bernd Beetz, appointed chief executive of Coty Inc. in 2001. In 1990 the German consumer goods company Benkiser began acquiring fragrance and cosmetics brands with the intent of developing a beauty... View Details

Keywords: Mergers and Acquisitions; Entrepreneurship; Globalized Firms and Management; Growth and Development Strategy; Corporate Strategy; Beauty and Cosmetics Industry; Germany; United States

28 Oct 2015
Research & Ideas

A Dedication to Creation: India's Ad Man Ranjan Kapur

class grew with large disposable income, and these foreign brands returned, it pushed the local brands to improve their quality and services.... View Details

Keywords: by Sean Silverthorne; Advertising

July 2003 (Revised October 2018)
Case

Starbucks: Delivering Customer Service

By: Youngme Moon and John Quelch

Starbucks, the dominant specialty-coffee brand in North America, must respond to recent market research indicating that the company is not meeting customer expectations in terms of service. To increase customer satisfaction, the company is debating a plan that would... View Details

Keywords: Customer Focus and Relationships; Customer Satisfaction; Profit; Recruitment; Marketing Strategy; Service Operations; Performance Improvement; Planning; Food and Beverage Industry

08 Aug 2019
News

The story of how you came to buy that car

09 Sep 2015
Cold Call Podcast

Cold Calling Stella McCartney

01 Sep 2014
News

Afghanistan’s Hope and Light

employer (1,100 workers) and biggest taxpayer ($500 million and counting). “If we treated the Afghans with respect, it would create a brand loyalty View Details

Keywords: Julia Hanna

20 Nov 2010
News

Why are Asian women aspiring to Western ideals of beauty?

October 2023
Case

To Fizzle Out or Heat Up? PepsiCo and Coca-Cola’s SodaStream and Costa Coffee Acquisitions

By: David Collis and Haisley Wert

U.S. beverage giants PepsiCo and Coca-Cola shared many similarities by August 2018—both were founded by pharmacists in the 1890s, grew to offer hundreds of drink brands, and championed rival flagship products that drove loyalists into taste-testing wars. That month,... View Details

Keywords: Corporate Strategy; Acquisition; Diversification; Expansion; Brands and Branding; Food and Beverage Industry

August 2019 (Revised January 2020)
Case

Essential Explorations at MUJI

By: Tomomichi Amano, Das Narayandas, Naoko Jinjo and Akiko Kanno

Launched as a private brand in 1980 to counter the increasingly brand-conscious consumer in Japan, MUJI offered beautifully designed, fairly priced, no-frills quality goods. The once modest private label brand with 40 products had expanded significantly by 2019 to more... View Details

Keywords: Product Portfolio Management; Brands and Branding; Product; Management; Change Management; Mission and Purpose; Retail Industry; Japan

Web

Systems Integration - Institute For Strategy And Competitiveness

some degree of autonomy yet gain the power of affiliation with a major high volume provider bringing expertise and brand recognition. The key in this type of affiliation is outcome measurement across the... View Details

24 May 2021
Op-Ed

Can Fabric Waste Become Fashion’s Resource?

COVID-19 has broken fashion’s supply chain. As a result, an already wasteful industry has become more wasteful. Even before the pandemic, the global apparel industry was producing about 92 million tons of textile waste a year. That’s about one garbage truck’s worth of... View Details

Keywords: by Geoffrey Jones and Shelly Xu; Fashion

15 Apr 2020
Video

Nexzu Mobility: Finalist in 2020 New Venture Competition Alumni Track

05 Feb 2014
Research & Ideas

Can Putin Score Olympic Gold?

Rings'—capital T, capital R—are arguably one of the most recognized brand symbols in the world. By definition, companies want to cobrand with the Olympics, at least when they aren't laden with problems. Big names such as Coca-Cola (an... View Details

Keywords: by Michael Blanding; Sports; Advertising

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