Publications

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

May 2019
Teaching Note

JUUL and the Vaping Revolution

By: Michael W. Toffel, Trevor Fetter, John Masko and Sarah Mehta

Teaching Note for HBS No. 619-006. View Details

Video

Vimal Shah

Vimal Shah, Co-Founder and Chairman of Bidco Africa, discusses the group’s strategic approach to marketing soap products in Kenya, targeting the bottom of the pyramid market with multiple brands at different price points to compete with large multinationals such as... View Details

April 2009 (Revised May 2010)
Case

Urbi and the City Licensee Managers

By: John D. Macomber and Regina Garcia-Cuellar

A leading low income housing builder in Mexico decides which prospective new local partner best extends its advantages in managing twin production lines of homes and clients. URBI has built substantial competitive advantage in the technology and culture that matches... View Details

Keywords: Mortgages; Government and Politics; Housing; Growth and Development Strategy; Brands and Branding; Market Entry and Exit; Production; Supply Chain; Organizational Culture; Franchise Ownership; Partners and Partnerships; Competitive Advantage; Real Estate Industry; China; India; Mexico; United States

The global beauty business permeates our lives, influencing how we perceive ourselves and what it is to be beautiful. The brands and firms which have shaped this industry, such as Estée Lauder, Chanel, L'Oréal, and Shiseido, have imagined beauty for us.... View Details

14 Jun 2013
News

Ad crowd-sourcing start-up Tongal will now do music videos

22 Feb 2023
Blog Post

Meet the Disability Advocacy and Affinity Group (DAAG)

VP of Marketing and Events I’m a first-year student at Harvard Business School and my primary focus within DAAG is developing comprehensive branding View Details

May 2012
Case

Quietly Brilliant: Transformational Change at HTC

By: Michael L. Tushman and Kerry Herman

The case examines smartphone maker HTC's 2006 decision to become a branded company. The case focuses on the cultural and organizational shifts HTC underwent to successfully make the transition from an ODM, founded in 1997, to a leading branded manufacturer (7% market... View Details

Keywords: Globalized Firms and Management; Organizational Structure; Cross-Cultural and Cross-Border Issues; Telecommunications Industry; Taiwan

March 2024
Teaching Note

Sonder Holdings Inc.: Using Technology to Solve Hospitality's Frictions

By: John A. Deighton and Leora Kornfeld

Teaching Note for HBS Case No. 922-039. Digital disruption is challenging the hospitality industry. Traditional hotels face competition from platforms, most visibly Airbnb but also the homeshare divisions of online travel agencies such as Expedia and Booking.com, that... View Details

Keywords: Digital Platforms; Disruptive Innovation; Competition; Market Participation; Accommodations Industry

October 1995
Case

Robert Mondavi Corporation

By: Ray A. Goldberg and Thomas N. Urban Jr

As the Mondavi Corp. moves from a private to a public company and increases the number of types of wine it sells, how does it position itself in various segments of the market and what brand and distribution system is most important? View Details

Keywords: Globalized Markets and Industries; Brands and Branding; Distribution; Product Positioning; Going Public; Expansion; Change; Food and Beverage Industry

Find at Harvard

August 2008 (Revised July 2009)
Case

Repositioning CARE USA

By: V. Kasturi Rangan and Katharine Lee

CARE USA, a large ($600 million) international nonprofit/NGO, had recently revamped its external branding and positioning in support of its international development work. The case lays out the challenges facing its new CEO, Helene Gayle, as she manages through the... View Details

Keywords: Change Management; Management; Brands and Branding; Marketing Strategy; Product Positioning; Organizational Change and Adaptation; Non-Governmental Organizations; Adaptation; United States

April 1998
Case

E! Online (A): www.eonline.com

By: Jeffrey F. Rayport

E! Online is the on-line brand extension of the cable-TV channel dedicated to entertainment news. E! Online must compete with other entertainment sites on the web, as well as create synergy between E! Online and E! Entertainment Television in order to build a... View Details

Keywords: Competition; Internet and the Web; Service Operations; Television Entertainment; Brands and Branding; Entertainment and Recreation Industry

Find at Harvard

June 2011 (Revised May 2012)
Case

Reckitt Benckiser: Fast and Focused Innovation

By: Rebecca M. Henderson and Ryan Johnson

Since its 1999 merger Reckitt Benckiser (RB), a global consumer goods company, led by its CEO Bart Becht, RB developed a reputation for rapid product innovation and industry leading profit margins. RB's stated strategy was to focus on its Powerbrands and high growth... View Details

Keywords: Mergers and Acquisitions; Global Strategy; Innovation Leadership; Leadership Style; Growth and Development Strategy; Brands and Branding; Product Development; Performance Improvement; Commercialization; Consumer Products Industry

07 Nov 2007
Op-Ed

How Marketing Hype Hurt Boeing and Apple

damage to Apple brand equity among its core customers. After heavy blogging complaints about Apple exploiting its loyal followers, Steve Jobs had to apologize publicly (after a curt "That's technology" response fueled the fire)... View Details

Keywords: by John Quelch; Aerospace; Consumer Products

04 Dec 2019
News

Don’t call it the Freer/Sackler. Call it the National Museum of Asian Art.

January 2022
Case

FIFA and The World Cup: The Future of Football

By: Anita Elberse, Oliver Band and Howard Johnson

Should FIFA host its biggest event—the FIFA World Cup—every two years instead of every four, as it has been doing since the event’s inception in the 1930s? In September 2021, Gianni Infantino, the president of the International Federation of Association Football... View Details

Keywords: Sports; Soccer; Football; Entertainment; Media; Talent Development; Globalization; Marketing; Strategy; General Management; Governance; Decision Making; Governing and Advisory Boards; Problems and Challenges; Brands and Branding; Entertainment and Recreation Industry; Entertainment and Recreation Industry

September 2009
Article

Virtue out of Necessity? Compliance, Commitment and the Improvement of Labor Conditions in Global Supply Chains

By: Akshay Mangla, Richard Locke and Matthew Amengual

Private, voluntary compliance programs, promoted by global corporations and nongovernmental organizations alike, have produced only modest and uneven improvements in working conditions and labor rights in most global supply chains. Through a detailed study of a major... View Details

Keywords: Working Conditions; Ethics; Supply Chain; Governance Compliance; Globalization