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  • December 2015 (Revised September 2016)
  • Supplement

ANA (B)

By: Doug J. Chung and Mayuka Yamazaki
All Nippon Airways (ANA) became the largest airline in Japan in 2013. Having been designated as a domestic carrier by the Japanese government till the mid-1980s and Japan being the sixth largest domestic airline market, two-thirds of ANA’s passenger revenue came from... View Details
Keywords: Demand and Consumers; Analysis; Economics; Price; Marketing Strategy; Competitive Strategy; Product; Policy; Air Transportation Industry; Japan
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  • December 2006
  • Case

Vipp A/S

By: Robert D. Austin and Daniela Beyersdorfer
Rapidly growing Vipp sells highly differentiated (and expensive) "designer" versions of a product that most buyers think about in purely functional terms: Trash bins. Examines how the company successfully produces and positions a trash bin so that it is regarded as an... View Details
Keywords: Supply Chain Management; Creativity; Product Design; Luxury; Brands and Branding
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  • August 2014 (Revised September 2016)
  • Case

ANA (A)

By: Doug J. Chung and Mayuka Yamazaki
All Nippon Airways (ANA) became the largest airline in Japan in 2013. Having been designated as a domestic carrier by the Japanese government till the mid-1980s and Japan being the sixth largest domestic airline market, two-thirds of ANA’s passenger revenue came from... View Details
Keywords: Demand and Consumers; Analysis; Economics; Price; Marketing Strategy; Competitive Strategy; Product; Policy; Air Transportation Industry; Japan
Related
  • Program

Strategic Marketing for Driving Growth

and execute an integrated marketing strategy that blends time-tested paradigms with recent innovations, aligns your business with customer needs, and differentiates your offerings from the competition. Whatever your industry, you will... View Details
  • 14 Mar 2017
  • First Look

First Look at New Research, March 14

differentiate entrepreneurs: thriving in uncertainty, a passion for ownership, and unique skill at persuasion. In this article Butler dives deep into the skills, mindset, and traits of entrepreneurs, explaining what the stereotypes about... View Details
Keywords: Sean Silverthorne
  • 12 Feb 2008
  • First Look

First Look: February 12, 2007

company in the global animal health industry through innovative technology, creative marketing, and strong branding. Sel-Plex, a proprietary Alltech product, had shown important health benefits for animals and humans. Although numerous View Details
Keywords: Martha Lagace
  • 07 Jun 2023
  • HBS Case

3 Ways to Gain a Competitive Advantage Now: Lessons from Amazon, Chipotle, and Facebook

the price, Karp notes. In some cases, a company might keep its prices lower than the amount customers might be willing to part with to earn brand loyalty or hedge against market fluctuations. Similarly, a company may pay employees or... View Details
Keywords: by Michael Blanding
  • Web

Harvard Business School Online Courses & Learning Platforms

$1,850 Certificate New Creating Brand Value Professor Jill Avery Build strong, differentiated brands that resonate with consumers and give your company a competitive edge. 6... View Details
  • 27 Feb 2007
  • First Look

First Look: February 27, 2007

has quality variations, reducing consumption. Five independent growers formed a cooperative to provide quality control and a brand name—Ripe 'N Ready—that enabled retailers to differentiate their stores and... View Details
Keywords: Martha Lagace
  • 08 Apr 2014
  • First Look

First Look: April 8

  Publications August 2013 Journal of Consumer Research Brand Tourists: How Non-Core Users Enhance the Brand Image by Eliciting Pride By: Bellezza, Silvia, and Anat Keinan Abstract—This research examines how... View Details
Keywords: Sean Silverthorne
  • 17 Feb 2010
  • First Look

First Look: Feb. 17

Publication:Quantitative Marketing and Economics 7, no. 3 (September 2009): 237-266 Abstract This study presents a signaling model of advertising for horizontally differentiated products. The central ingredients of the model are two... View Details
Keywords: Martha Lagace
  • 19 Apr 2011
  • First Look

First Look: April 19

financial-statement users increase and contribute significantly toward the country's decision to adopt IFRS. We find that perceived network benefits increase the degree of IFRS harmonization among countries, and that smaller countries have a View Details
Keywords: Sean Silverthorne
  • 11 Dec 2012
  • First Look

First Look: Dec. 11

differentiates itself from other publications through its diverse international coverage and related newspaper, radio, and shop offerings. The case investigates the growth of Monocle and how the publication has developed its unique... View Details
Keywords: Sean Silverthorne
  • 22 Jan 2019
  • First Look

New Research and Ideas, January 22, 2019

support. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=55515 January–February 2019 Harvard Business Review What Does Your Corporate Brand Stand For? By: Greyser, Stephen A., and Mats Urde Abstract— While most firms are... View Details
Keywords: Dina Gerdeman
  • Web

Online Business Courses & Certifications | HBS Online

digital marketing strategies that effectively reach, convert, and retain customers in a dynamic online environment. 7 weeks, 6-7 hrs/week Pay by July 31 $1,850 Certificate New Creating Brand Value Professor Jill Avery Build strong, View Details
  • 08 Aug 2022
  • HBS Case

Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS

Korean bands splinter into solo acts and brand into subunits, BTS stuck together. The band members were known for getting along, and they continued to release their music together until a recent 2022 hiatus. Avoid micromanaging. Some... View Details
Keywords: by Shalene Gupta; Media & Broadcasting; Music
  • 10 May 2011
  • First Look

First Look: May 10

Perspective on Ambidexterity: Structural Differentiation and Boundary Activities Authors:Sebastian Raisch and Michael L. Tushman Abstract This paper explores the shifting nature of differentiation and... View Details
Keywords: Sean Silverthorne
  • 01 Dec 2023
  • News

Thinking Ahead

intermediate fix—even more pressing. “An open problem is whether you can train a generative AI model from scratch on your own data, preserve privacy, and still have good utility,” says Neel. Differential privacy—the practice of... View Details
Keywords: Julia Hanna; Illustrations by Chris Gash; News, Library, Internet, and Other Services; Information
  • 19 Apr 2010
  • Research & Ideas

The History of Beauty

cherished brands of perfume to feminist denunciations of the industry as demeaning to women, there were few studies that treated beauty seriously, as a business. So I saw both a challenge and an opportunity to research the story of how... View Details
Keywords: by Sean Silverthorne; Beauty & Cosmetics
  • 10 Jan 2012
  • First Look

First Look: January 10

management practices such as performance-based promotion. Download the paper: http://www.hbs.edu/research/pdf/12-052.pdf Income Inequality and Social Preferences for Redistribution and Compensation Differentials Author:William R. Kerr... View Details
Keywords: Sean Silverthorne