Brand Management Of Places - Publications - Faculty & Research

16 Mar 2003
Research & Ideas

At the Center of Corporate Scandal Where Do We Go From Here?

importance of values and standards in business and the role leaders play in articulating them. Fifteen years ago we began teaching a required course called Leadership, Values, and Decision Making. Last December, after a couple View Details

Keywords: by Kim B. Clark

18 Jul 2010
News

Renewed focus on finance

August 2018 (Revised February 2023)
Case

Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

By: Jill Avery and Ayelet Israeli

As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details

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July 2021 (Revised September 2024)
Case

Supreme: Remaining Cool While Pursuing Growth

By: Jill Avery, Sandrine Crener, Marie-Cecile Cervellon and Ranjit Thind

Following VF Corporation’s acquisition of cult streetwear brand Supreme, consumers and industry pundits were nervous that becoming part of a large, public corporation would put an end to Supreme’s slow and careful growth trajectory as pressure for quarterly results... View Details

Keywords: Marketing; Brands and Branding; Luxury; Marketing Strategy; Consumer Behavior; Growth Management; Fashion Industry; Retail Industry; United States; North America

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Article

Reimagining the Balanced Scorecard for the ESG Era

By: Robert S. Kaplan and David McMillan

Companies are increasingly aware that their customers and society in general expect businesses to adopt and work towards social and environmental objectives as well as the traditional financial ones. This involves not only re-evaluating firms’ models but re-imagining... View Details

Keywords: ESG (Environmental, Social, Governance) Performance; Business Ecosystems; Balanced Scorecard; Adaptation; Business Model; Business and Stakeholder Relations

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February 2019 (Revised September 2021)
Case

The a2 Milk Company

By: Benjamin C. Esty and Daniel Fisher

The a2 Milk Company (a2MC) became the most valuable company listed on the New Zealand stock exchange in 2018 by capitalizing on a biochemical discovery related to the protein composition of cow's milk. Because many people find the A1 protein difficult to digest, and... View Details

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June 2011 (Revised December 2013)
Case

FIJI Water: Carbon Negative?

By: Francesca Gino, Michael W. Toffel and Stephanie van Sice

Seeking to go beyond global best practices in reducing environmental impacts, FIJI Water, a premium artesian bottled water company in the United States, launched a Carbon Negative campaign that would offset more greenhouse gas emissions than were released by the... View Details

Keywords: Carbon Footprint; Carbon Offsetting; Corporate Social Responsibility and Impact; Environmental Sustainability; Brands and Branding; Negotiation Tactics; Business and Government Relations; Corporate Strategy; Food and Beverage Industry; United States; Fiji

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31 Oct 2014
News

Business in the blood

Web

Four Ways to Make The Most of Your Company Events - Recruiting

Insights & Advice 07 Oct 2024 Four Ways to Make The Most of Your Company Events Molly DeCastro & Lia Mastrogiacomo Author HBS Team tag Know Your Audience Recruiting Advice If you are looking to engage with Harvard Business School students... View Details

01 Jun 2001
News

"Unheard Voices" Brings to Light Three Centuries of American Women at Work

town records of payments to 19th-century schoolteachers. Some of the records have already found their way into the elective MBA curriculum as introductory material in the Women Building Business course. The... View Details

Keywords: Deborah Blagg; Professor Elton Mayo; Business Schools & Computer & Management Training; Business Schools & Computer & Management Training; Business Schools & Computer & Management Training; Business Schools & Computer & Management Training

01 Jun 2024
News

3-Minute Briefing: David Perpich (MBA 2007)

I interned at a lot of different places in high school and college—a hospital, a retail store, a magazine, an ad agency. At Duke, I was part owner of a student-run food-delivery service. In Clay Christensen–speak, it was the “emergent strategy,” exploring as I went and... View Details

Keywords: Julia Hanna; sports reporting; digital media; strategy; management

January 1982 (Revised July 2007)
Case

Dan Stewart (A)

A subordinate who Dan Stewart has recently placed on warning for unsatisfactory performance is suddenly appointed Dan's boss. Involves such issues as the management of disappointment, understanding organizational irrationality, lateral transfer within the same company,... View Details

Keywords: Rank and Position; Emotions

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June 2003
Case

In-N-Out Burger

By: Youngme E. Moon, Lucy Cummings, Sonali Sampat, Sam Thakarar and Kerry Herman

In-N-Out Burger is a fast-food chain with 171 company-owned locations in three states--California, Nevada, and Arizona. It has an extremely hardcore customer base and the company appears to be in good financial health. The primary issue in this case concerns expansion:... View Details

Keywords: Customer Relationship Management; Profit; Leadership Development; Brands and Branding; Product Marketing; Distribution; Expansion; Food and Beverage Industry; Arizona; California; Nevada

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October 1992 (Revised September 1993)
Case

Nopane Advertising Strategy

By: David E. Bell

Nopane is a proprietary drug that sells in much of the United States. It faces substantial competition. The brand manager is undertaking an experiment to determine whether ad copy should be emotional-based or rational-based. The data and associated regression results... View Details

Keywords: Competition; Intellectual Property; Advertising; Health Care and Treatment; Brands and Branding; Product Marketing; Pharmaceutical Industry; United States

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Profile

Ann S. Moore

Ann S. Moore (MBA 1978), the first female chair and CEO of Time Inc., oversaw nearly 150 magazines and their brand extensions. During her tenure, she launched more magazines than Time founder Henry R. Luce... View Details

Keywords: Entertainment / Media; Entrepreneurship

20 Nov 2000
Research & Ideas

Moving from Supply Chains to Supply Networks

we will get into the coordination and control of the supply chain. To help explain what coordination means, we position the supply chain manager as the conductor of the... View Details

Keywords: by Staff

Web

The Intersection of Public Relations and Photography | Baker Library | Bloomberg Center | Harvard Business School

program, reporting directly to Myron C. Taylor, chairman of the board and chief executive officer. Public relations thus assumed a commanding presence at the company’s top management tier. Over the next two... View Details

24 Oct 2024
Research & Ideas

With Millions of Workers Juggling Caregiving, Employers Need to Rethink Support

the workforce. Companies also pay a price, both directly and indirectly, often in ways they don’t fully understand, the report found. The Gazette spoke with its author Joseph B. Fuller, professor of View Details

Keywords: by Christine Pazzanese, Harvard Gazette

06 Apr 2018
News

Skills Over Degrees: Harvard Business School’s Joe Fuller Shares How Employers and Educators Can Find and Foster Skills for the Future

October 2024 (Revised December 2024)
Case

Kering Eyewear

By: Rohit Deshpandé, Dante Roscini and Elena Corsi

In June 2024, Roberto Vedovotto, CEO of Kering Eyewear, prepared to discuss the future of the recently acquired brands LINDBERG, a Danish optical eyewear brand, and Maui Jim, an American sunglasses brand. Vedovotto founded Kering Eyewear in 2014, convincing... View Details