Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
  • Research
    • Research
    • Publications
    • Global Research Centers
    • Case Development
    • Initiatives & Projects
    • Research Services
    • Seminars & Conferences
    →
  • Publications→

Publications

Publications

Filter Results: (149) Arrow Down
Filter Results: (149) Arrow Down Arrow Up

Show Results For

  • All HBS Web  (1,020)
    • Faculty Publications  (149)

    Show Results For

    • All HBS Web  (1,020)
      • Faculty Publications  (149)

      Successful BrandsRemove Successful Brands →

      ← Page 5 of 149 Results →

      Are you looking for?

      →Search All HBS Web
      • March 2014
      • Case

      Jurlique: Globalizing Beauty from Nature and Science

      By: Geoffrey Jones and Andrew Spadafora
      Considers the marketing and strategic challenges faced by natural beauty brands using the case of Australian-based Jurlique, which was acquired by Pola of Japan in 2011. The case opens two years later in July 2013 when Sam McKay, the chief executive officer, on a visit... View Details
      Keywords: Australia; China; Environmental Strategies; Green Business; Marketing; Entrepreneurship; Globalization; Beauty and Cosmetics Industry; China; Australia; United States
      Citation
      Educators
      Purchase
      Related
      Jones, Geoffrey, and Andrew Spadafora. "Jurlique: Globalizing Beauty from Nature and Science." Harvard Business School Case 314-087, March 2014.
      • January 2014 (Revised January 2017)
      • Case

      Nivea (A)

      By: Karim R. Lakhani, Johann Fuller, Volker Bilgram and Greta Friar
      The case describes the efforts of Beiersdorf, a worldwide leader in the cosmetics and skin care industries, to generate and commercialize new R&D through open innovation using external crowds and "netnographic" analysis. Beiersdorf, best known for its consumer brand... View Details
      Keywords: Innovation; Innovation Management; Crowdsourcing; Big Data; Innovation Strategy; Innovation and Management; Knowledge Management; Knowledge Sharing; Research and Development; Social and Collaborative Networks; Collaborative Innovation and Invention; Analytics and Data Science; Beauty and Cosmetics Industry; Consumer Products Industry
      Citation
      Educators
      Purchase
      Related
      Lakhani, Karim R., Johann Fuller, Volker Bilgram, and Greta Friar. "Nivea (A)." Harvard Business School Case 614-042, January 2014. (Revised January 2017.)
      • May 2013 (Revised April 2015)
      • Case

      Ron Johnson: Retail at Target, Apple, and J.C. Penney

      By: Das Narayandas, Kerry Herman and Lisa Mazzanti
      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: Change Management; Innovation Leadership; Situation or Environment; Failure; Management Teams; Brands and Branding; Retail Industry; United States
      Citation
      Educators
      Purchase
      Related
      Narayandas, Das, Kerry Herman, and Lisa Mazzanti. "Ron Johnson: Retail at Target, Apple, and J.C. Penney." Harvard Business School Case 513-103, May 2013. (Revised April 2015.)
      • April 2013
      • Case

      Luca de Meo at Volkswagen Group

      By: Linda A. Hill and Dana M. Teppert
      Luca de Meo, chief marketing officer of Volkswagen Group, reflects on his time leading the marketing department at Volkswagen Passenger Cars brand. In particular, he thinks about the environmental sustainability initiative launched by marketing called "Think Blue" and... View Details
      Keywords: Marketing; Sustainability; Branding; Leadership; Change Management; Environmental Sustainability; Auto Industry; Germany
      Citation
      Educators
      Related
      Hill, Linda A., and Dana M. Teppert. "Luca de Meo at Volkswagen Group." Harvard Business School Case 413-124, April 2013.
      • April 2013
      • Article

      In Search of a Second Act: Riding the Popularity of a Great First Product Is Easy; Finding the Next One Is Hard

      By: Elie Ofek and Jill Avery
      The article presents a fictional case study on new product development and improvement after the successful launch of a first breakthrough product. Topics include business planning for brand name products, finance and investment for the development of educational toys,... View Details
      Keywords: Innovation; Growth Strategy; Consumer Marketing; Marketing; Brand Management; Market Research; New Product Development; Marketing Management; Technology Commercialization; Technology; Brands and Branding; Marketing Strategy; Product Marketing; Consumer Products Industry; Electronics Industry; Technology Industry; North and Central America; United States
      Citation
      Find at Harvard
      Read Now
      Related
      Ofek, Elie, and Jill Avery. "In Search of a Second Act: Riding the Popularity of a Great First Product Is Easy; Finding the Next One Is Hard." Harvard Business Review 91, no. 4 (April 2013): 133–137.
      • February 2013 (Revised May 2013)
      • Case

      Juan Valdez: Innovation in Caffeination

      By: Michael I. Norton and Jeremy Dann
      Corporate entrepreneurs attempt to revive Colombia's famous Juan Valdez brand in the age of Starbucks, with café chain and packaged coffee ventures. In the 1970s and 80s, the iconic "Juan Valdez" ingredient brand was the most recognized in the world of coffee. The... View Details
      Keywords: Innovation; Branding; Global Business; Sales; Marketing; Retailing; Corporate Strategy; Organizational Change; Corporate Entrepreneurship; Brands and Branding; Innovation and Invention
      Citation
      Educators
      Purchase
      Related
      Norton, Michael I., and Jeremy Dann. "Juan Valdez: Innovation in Caffeination." Harvard Business School Case 513-090, February 2013. (Revised May 2013.)
      • September 2012 (Revised November 2014)
      • Case

      Cialis Lifecycle Management: Lilly's BPH Dilemma

      By: Elie Ofek and Natalie Kindred
      How should Eli Lilly further develop and market a new indication of its highly successful erectile-dysfunction (ED) drug, Cialis, without confusing Cialis's hard-won brand equity with physicians and patients? With the final stages of clinical trials for the new... View Details
      Keywords: Product Positioning; Attitudes; Brands and Branding; Pharmaceutical Industry; United States
      Citation
      Educators
      Purchase
      Related
      Ofek, Elie, and Natalie Kindred. "Cialis Lifecycle Management: Lilly's BPH Dilemma." Harvard Business School Case 513-005, September 2012. (Revised November 2014.)
      • July 2012
      • Case

      Droga5: Launching Jay-Z's Decoded

      By: Anita Elberse and Kwame Owusu-Kesse
      In 2010, David Droga and Andrew Essex, co-founders of advertising agency Droga5, hope to convince both John Meneilly, manager of hip-hop star Shawn Carter—better known as Jay-Z—and a partner in Carter's company Roc Nation and Yusuf Mehdi, senior vice president of... View Details
      Keywords: Advertising; Advertising Campaigns; Marketing; Brands and Branding; Entertainment; Advertising Industry; Entertainment and Recreation Industry
      Citation
      Educators
      Purchase
      Related
      Elberse, Anita, and Kwame Owusu-Kesse. "Droga5: Launching Jay-Z's Decoded." Harvard Business School Case 513-032, July 2012.
      • July – August 2011
      • Article

      The Paradox of Samsung's Rise

      By: Tarun Khanna, Jaeyong Song and Kyungmook Lee
      Twenty years ago, few people would have predicted that Samsung could transform itself from a low-cost original equipment manufacturer to a world leader in R&D, marketing, and design, with a brand more valuable than Pepsi, Nike, or American Express. Fewer still would... View Details
      Keywords: Organizational Design; Research and Development; Marketing; Business Processes; Brands and Branding; System; Globalized Markets and Industries; Transformation; Cost; Forecasting and Prediction; Production; Quality; China; India; Turkey
      Citation
      Find at Harvard
      Purchase
      Related
      Khanna, Tarun, Jaeyong Song, and Kyungmook Lee. "The Paradox of Samsung's Rise." Harvard Business Review 89, nos. 7-8 (July–August 2011): 142–147.
      • May 2011 (Revised January 2013)
      • Case

      Nike Football: World Cup 2010 South Africa

      By: Elie Ofek and Ryan Johnson
      Nike's Football division needs to devise a strategy to excel at the 2010 World Cup games in South Africa. Nike has gone from a niche player in the market for football apparel and footwear in 1994 to a formidable competitor to Adidas in 2008 (with revenues of over $1... View Details
      Keywords: Digital Marketing; Business Divisions; Communication; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Product Launch; Planning; Competition; Apparel and Accessories Industry; South Africa
      Citation
      Educators
      Purchase
      Related
      Ofek, Elie, and Ryan Johnson. "Nike Football: World Cup 2010 South Africa." Harvard Business School Case 511-060, May 2011. (Revised January 2013.)
      • May 2011 (Revised March 2012)
      • Case

      Nanda Home: Preparing for Life after Clocky

      By: Elie Ofek and Jill Avery
      Gauri Nanda, the inventor of Clocky, the alarm clock that rolls off the bed stand and forces its owner to find it, has to make critical decisions regarding the future of her nascent company. As sales of Clocky show signs of declining, she must decide whether to... View Details
      Keywords: Brands and Branding; Management; Electronics Industry
      Citation
      Educators
      Purchase
      Related
      Ofek, Elie, and Jill Avery. "Nanda Home: Preparing for Life after Clocky." Harvard Business School Case 511-134, May 2011. (Revised March 2012.)
      • May 2011
      • Article

      Underdog Branding: Why Underdogs Win in Recessions

      By: Neeru Paharia, Anat Keinan and Jill Avery
      Underdog stories about overcoming great odds through passion and determination are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak. They promise that success is still possible, a much needed message in... View Details
      Keywords: Marketing; Brand Building; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Economics; Marketing Communications; Marketing Strategy; Advertising Campaigns; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry
      Citation
      Read Now
      Related
      Paharia, Neeru, Anat Keinan, and Jill Avery. "Underdog Branding: Why Underdogs Win in Recessions." European Business Review (May 2011): 53–56. (Invited Article.)
      • February 2011 (Revised December 2012)
      • Case

      The Ford Fiesta

      By: John Deighton and Leora Kornfeld
      Executives at Ford wondered if social media could be the marketing solution for the launch of the youth-oriented 2010 Fiesta. But with social media came a ceding of control. Some at the company believed that if Ford was going to move beyond its conservative brand image... View Details
      Keywords: Advertising Campaigns; Digital Marketing; Leadership; Goals and Objectives; Brands and Branding; Marketing Strategy; Product Launch; Market Entry and Exit; Standards; Auto Industry
      Citation
      Educators
      Purchase
      Related
      Deighton, John, and Leora Kornfeld. "The Ford Fiesta." Harvard Business School Case 511-117, February 2011. (Revised December 2012.) (request a courtesy copy.)
      • January 2011 (Revised January 2011)
      • Case

      Marvel Enterprises, Inc. (Abridged)

      By: Anita Elberse
      The management team of Marvel Enterprises, known for its universe of superhero characters that includes Spider-Man, the Hulk, and X-Men, must reevaluate its marketing strategy. In June 2004, only six years after the company emerged from bankruptcy, Marvel has amassed a... View Details
      Keywords: Business Model; Intellectual Property; Rights; Growth and Development Strategy; Brands and Branding; Marketing Strategy; Entertainment and Recreation Industry
      Citation
      Educators
      Purchase
      Related
      Elberse, Anita. "Marvel Enterprises, Inc. (Abridged)." Harvard Business School Case 511-097, January 2011. (Revised January 2011.)
      • August 2010 (Revised October 2014)
      • Case

      Herborist

      By: John Deighton, Leora Kornfeld, Yanqun He and Qingyun Jiang
      Global brands such as L'Oreal and Oil of Olay dominate China's skin care market. A Chinese domestic brand, after some success in partnership with Sephora in Europe, aspires to challenge the French and U.S. brands' hold on the China market. It must decide how to segment... View Details
      Keywords: Cross-Cultural and Cross-Border Issues; Product Marketing; Product Positioning; Demand and Consumers; Competitive Strategy; Segmentation; Beauty and Cosmetics Industry; China
      Citation
      Educators
      Purchase
      Related
      Deighton, John, Leora Kornfeld, Yanqun He, and Qingyun Jiang. "Herborist." Harvard Business School Case 511-051, August 2010. (Revised October 2014.) (request a courtesy copy.)
      • 2010
      • Book

      Beauty Imagined: A History of the Global Beauty Industry

      By: Geoffrey Jones
      The global beauty business permeates our lives, influencing how we perceive ourselves and what it is to be beautiful. The brands and firms that have shaped this industry, such as Avon, Coty, Estée Lauder, L'Oréal, and Shiseido, have imagined beauty for us. This book... View Details
      Keywords: Globalized Markets and Industries; Brands and Branding; Industry Growth; Beauty and Cosmetics Industry
      Citation
      Find at Harvard
      Purchase
      Related
      Jones, Geoffrey. Beauty Imagined: A History of the Global Beauty Industry. Oxford ; New York: Oxford University Press, 2010.
      • March 2010 (Revised March 2012)
      • Teaching Note

      PNC Financial: Grow Up Great (TN) (A) and (B)

      By: Christopher Marquis, V. Kasturi Rangan and Bobbi Thomason
      Teaching Note for [409108]. View Details
      Keywords: Investment; Problems and Challenges; Opportunities; Leadership; Early Childhood Education; Brands and Branding; Organizational Structure; Success; Financial Services Industry
      Citation
      Purchase
      Related
      Marquis, Christopher, V. Kasturi Rangan, and Bobbi Thomason. "PNC Financial: Grow Up Great (TN) (A) and (B)." Harvard Business School Teaching Note 410-120, March 2010. (Revised March 2012.)
      • February 2010 (Revised June 2022)
      • Case

      Dollarama Inc.

      By: Andre F. Perold
      Dollarama is the leading operator of dollar stores in Canada. The firm performed extraordinarily well after a leveraged buyout in 2004 and recently executed a highly successful IPO. The company sources its goods primarily from Asia. It has strong brand recognition and... View Details
      Keywords: Price; Growth and Development Strategy; Product Positioning; Supply Chain; Competitive Advantage; Valuation; Consumer Products Industry; Retail Industry; Canada
      Citation
      Educators
      Purchase
      Related
      Perold, Andre F. "Dollarama Inc." Harvard Business School Case 210-041, February 2010. (Revised June 2022.)
      • 2010
      • Article

      The Strategic Use of Brand Biographies

      By: Jill Avery, Neeru Paharia, Anat Keinan and Juliet Schor
      We introduce the concept of a brand biography to describe an emerging trend in branding in which firms author a dynamic, historical account of the events that have shaped the brand over time. Using a particular type of brand biography, "the underdog," we empirically... View Details
      Keywords: Marketing; Brands; Brand Management; Brand Building; Brand Positioning; Competitive Positioning; Marketing Strategy; Brands and Branding; Managerial Roles; Strategy; Product Positioning; Consumer Behavior; Biography; Success; Perception; Markets; Power and Influence; Consumer Products Industry; Beauty and Cosmetics Industry; Apparel and Accessories Industry; Auto Industry; Fashion Industry; Food and Beverage Industry
      Citation
      Find at Harvard
      Purchase
      Related
      Avery, Jill, Neeru Paharia, Anat Keinan, and Juliet Schor. "The Strategic Use of Brand Biographies." Research in Consumer Behavior 12 (2010): 213–230.
      • December 2009
      • Case

      TruEarth Healthy Foods: Market Research for a New Product Introduction

      By: V. Kasturi Rangan and Sunru Yong
      Topics covered include: consumer marketing, market research, new product introduction, and quantitative analysis. TruEarth Healthy Foods, a maker of gourmet pastas, sauces, and meals, wants to build on its successful introduction of fresh whole grain pasta by... View Details
      Keywords: Market Research; Consumer Marketing; Brands; Food; Marketing Strategy; Consumer Behavior; Forecasting and Prediction; Product Launch; Brands and Branding; Retail Industry; Food and Beverage Industry
      Citation
      Educators
      Purchase
      Related
      Rangan, V. Kasturi, and Sunru Yong. "TruEarth Healthy Foods: Market Research for a New Product Introduction." Harvard Business School Brief Case 094-065, December 2009.
      • ←
      • 5
      • 6
      • 7
      • 8
      • →

      Are you looking for?

      →Search All HBS Web
      ǁ
      Campus Map
      Harvard Business School
      Soldiers Field
      Boston, MA 02163
      →Map & Directions
      →More Contact Information
      • Make a Gift
      • Site Map
      • Jobs
      • Harvard University
      • Trademarks
      • Policies
      • Accessibility
      • Digital Accessibility
      Copyright © President & Fellows of Harvard College.