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  • All HBS Web  (6,922)
    • People  (20)
    • News  (1,096)
    • Research  (4,880)
    • Events  (30)
    • Multimedia  (23)
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  • September 1988 (Revised December 1998)
  • Case

Donner Co.

By: Roy D. Shapiro
The management of a small manufacturer of circuit boards faces a number of production and operations management problems. The first day on this case is used to analyze the production capacity of various stages in the process and to examine bottlenecks and key... View Details
Keywords: Information Management; Management; Management Practices and Processes; Production; Performance Capacity; Problems and Challenges; Semiconductor Industry
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Shapiro, Roy D. "Donner Co." Harvard Business School Case 689-030, September 1988. (Revised December 1998.)
  • Article

Positioning Brands Against Large Competitors to Increase Sales

By: Neeru Paharia, Jill Avery and Anat Keinan
We explore the effect of having a large dominant competitor and show the conditions under which focusing on a competitive threat, rather than hiding it, can actually help a brand. We demonstrate through lab and field studies that highlighting a large competitor's size... View Details
Keywords: Brands; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Marketing; Marketing Strategy; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States
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Paharia, Neeru, Jill Avery, and Anat Keinan. "Positioning Brands Against Large Competitors to Increase Sales." Journal of Marketing Research (JMR) 51, no. 6 (December 2014): 647–656. (Lead article.)
  • October 2015 (Revised October 2016)
  • Case

Paez

By: Jill Avery, Maria Fernanda Miguel and Laura Urdapilleta
Paez, an Argentine start-up fashion brand, sold traditional alpargatas, a sleepy shoe category that suddenly woke up when U.S. company TOMS borrowed the traditional alpargata design, covered it with fashionable colors and prints, and tied it to a social cause. Paez's... View Details
Keywords: Brands; Brand Management; Brand Positioning; Entrepreneurship In Emerging Markets; Retailing; Fashion; Competitive Strategy; Marketing; Advertising; Brands and Branding; Marketing Strategy; Entrepreneurship; Competition; Fashion Industry; Retail Industry; Argentina; Spain
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Avery, Jill, Maria Fernanda Miguel, and Laura Urdapilleta. "Paez." Harvard Business School Case 316-085, October 2015. (Revised October 2016.)
  • October 2019 (Revised January 2020)
  • Case

Dulcie Madden (A)—Growth or Exit?

By: Shikhar Ghosh, Christopher Payton and Shweta Bagai
This is part of a three-case series that follows Dulcie Madden's journey as a founder over five years. Case (A) is about managing growth and cash flow; Case (B) is about the exit decision and conditions on a sale; Case (C) shows Madden dealing with adversity and the... View Details
Keywords: Entrepreneurial Management; Family; Family Conflicts; Founders' Agreements; Growth And Development; Hardware; VC; Scaling; Start-up; Female Ceo; Risk Assessment; Entrepreneurship; Growth Management; Equity; Cash Flow; Success; Failure; Acquisition; Business Model; Information Technology; Valuation; Family and Family Relationships; Information Infrastructure; Apparel and Accessories Industry; Technology Industry; United States
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Ghosh, Shikhar, Christopher Payton, and Shweta Bagai. "Dulcie Madden (A)—Growth or Exit?" Harvard Business School Case 820-052, October 2019. (Revised January 2020.)
  • 01 Dec 2019
  • News

Action Plan: Tapping into a Legacy

As the new managing director of Hall & Woodhouse, one of England’s leading regional breweries, Matt Kearsey (AMP 193, 2017) knows that the best-tasting beer requires more than premium hops and pure spring water. “We give the process the... View Details
Keywords: Leah Flickinger; manufacturing; craft beer; leadership; management; Beverage and Tobacco Product Manufacturing; Beverage and Tobacco Product Manufacturing
  • March 2014
  • Module Note

Implementing Environmentally Sustainable Operations

By: Michael W. Toffel
Keywords: Sustainability; Sustainability Management; Sustainability Reporting; Sustainable Supply Chains; Sustainable Operations; Environment; Environmental And Social Sustainability; Environmental Management; Environmental Operations; Environmental Performance; Environmental Policy; Environmental Protection; Environmental Strategy; Environmental Regulation; Operations Management; Operations Strategy; Supply Chain Management; Operations; Supply Chain; Business Processes; Corporate Social Responsibility and Impact; Performance Evaluation; Performance Improvement; Safety; Social Enterprise; Quality; Production; Working Conditions; Animal-Based Agribusiness; Buildings and Facilities; Agriculture and Agribusiness Industry; Apparel and Accessories Industry; Biotechnology Industry; Construction Industry; Manufacturing Industry
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Toffel, Michael W. "Implementing Environmentally Sustainable Operations." Harvard Business School Module Note 613-090, March 2014.
  • November 2019 (Revised June 2020)
  • Case

Shiseido Acquires Drunk Elephant

By: Jill Avery
On October 7, 2019, the Shiseido Group announced that it would acquire clean skincare brand Drunk Elephant for $845 million, a valuation of 8.5 times sales. Did Shiseido pay too much or too little for this brand asset? How much was the Drunk Elephant brand worth and... View Details
Keywords: Personal Care; Startup; Brand Equity; Brand Valuation; Brand Value; Brand Storytelling; Brand Management; Brands and Branding; Valuation; Marketing; Marketing Strategy; Mergers and Acquisitions; Entrepreneurship; Business Startups; Consumer Products Industry; Consumer Products Industry; United States; Japan
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Avery, Jill. "Shiseido Acquires Drunk Elephant." Harvard Business School Case 520-052, November 2019. (Revised June 2020.)
  • 14 Feb 2011
  • Research & Ideas

Clay Christensen’s Milkshake Marketing

Updated to clarify a failure rate figure included in an earlier version. When planning new products, companies often start by segmenting their markets and positioning their merchandise accordingly. This segmentation involves either dividing the market into View Details
Keywords: by Carmen Nobel; Consumer Products; Consumer Products; Consumer Products; Consumer Products
  • February 2017
  • Teaching Note

Paez

By: Jill Avery
Paez, an Argentine start-up fashion brand, sold traditional alpargatas, a sleepy category that suddenly woke up when TOMS, a U.S. company, appropriated the traditional alpargata design, covered it with fashionable colors and prints, and tied it to a social cause.... View Details
Keywords: Brand Management; Brand Positioning; Competitive Positioning; Competitive Strategy; Retailing; Go To Market Strategy; Marketing; Brands and Branding; Marketing Strategy; Retail Industry; Fashion Industry; Argentina; Latin America; South America; Europe
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Avery, Jill. "Paez." Harvard Business School Teaching Note 517-092, February 2017.
  • January 2017 (Revised April 2018)
  • Background Note

Introduction to Incentive-based Sales Compensation Systems

By: Willy Shih
This background note explains the structure of incentive-based sales compensation systems. View Details
Keywords: Sales Compensation; Sales Force Compensation; Sales Force Management; Sales; Salesforce Management; Compensation and Benefits; Motivation and Incentives; Industrial Products Industry; Industrial Products Industry; Industrial Products Industry; United States
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Shih, Willy. "Introduction to Incentive-based Sales Compensation Systems." Harvard Business School Background Note 617-037, January 2017. (Revised April 2018.)
  • 19 Aug 2021
  • Op-Ed

Don't Ignore Your Employees' Misery—TAKE Control

employees’ dismay. If nothing else, the pandemic has taught us that one-size-fits-all approaches can be extremely counterproductive. In fact, numerous surveys and news articles suggest that employees have been just as productive working... View Details
Keywords: by Hise O. Gibson and MaShon Wilson
  • 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; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry
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Avery, Jill, Neeru Paharia, Anat Keinan, and Juliet Schor. "The Strategic Use of Brand Biographies." Research in Consumer Behavior 12 (2010): 213–230.

    Raffaella Sadun

    Raffaella Sadun is Charles E. Wilson Professor of Business Administration at Harvard Business School, and is a Co-Chair of Harvard Business School’s Project on Managing the Future of Work and co-PI of the Digital Reskilling Lab. Sadun received her PhD in Economics... View Details

    • January 2020 (Revised April 2020)
    • Teaching Note

    Brandless: Disrupting Consumer Packaged Goods

    By: Jill Avery
    Brandless, an online direct-to-consumer seller of upscale private-label consumer packaged goods (CPG), offered consumers a limited assortment of values-conscious products delivered directly to their homes with the simplicity of one fixed $3.00 price point that promised... View Details
    Keywords: Brand; Brand Management; DTC; Private Label; Groceries; Packaged Food; Personal Care; Startups; Retailing; Amazon; Brands and Branding; Marketing; Marketing Strategy; Business Startups; Disruption; E-commerce; Consumer Products Industry; Consumer Products Industry; United States
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    Avery, Jill. "Brandless: Disrupting Consumer Packaged Goods." Harvard Business School Teaching Note 520-058, January 2020. (Revised April 2020.)
    • June 2024 (Revised June 2025)
    • Case

    Dylan Mulvaney and Bud Light

    By: Jill Avery and Celine Chammas
    On April 1, 2023, social media content creator and influencer Dylan Mulvaney recorded a promotional post. It featured a video of herself drinking from a can of Bud Light beer, offering a virtual toast to her followers. Alongside the video, she posted a photograph of a... View Details
    Keywords: Brand Crises; Brand Management; Influencer Marketing; Boycott; Marketing Strategy; Marketing Communications; Brands and Branding; Consumer Behavior; Social Media; Advertising; Social Issues; Public Opinion; Consumer Products Industry; Consumer Products Industry; United States
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    Avery, Jill, and Celine Chammas. "Dylan Mulvaney and Bud Light." Harvard Business School Case 524-089, June 2024. (Revised June 2025.)
    • January 2006 (Revised October 2006)
    • Case

    Hewlett-Packard: The Flight of the Kittyhawk (A)

    By: Clayton M. Christensen
    Hewlett-Packard decided that, to grow more rapidly, it needed to design a revolutionary disk drive product that would create an entirely new market or application for magnetic recording technology. The company followed most of the "rules" good managers follow in such... View Details
    Keywords: Management; Information Infrastructure; Innovation and Management; Product Development; Computer Industry; United States
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    Christensen, Clayton M. "Hewlett-Packard: The Flight of the Kittyhawk (A)." Harvard Business School Case 606-088, January 2006. (Revised October 2006.)
    • Third Quarter 2018
    • Article

    Why and How Investors Use ESG Information: Evidence from a Global Survey

    By: Amir Amel-Zadeh and George Serafeim
    Using survey data from a sample of senior investment professionals from mainstream (i.e., not SRI funds) investment organizations, we provide insights into why and how investors use reported environmental, social, and governance (ESG) information. Relevance to... View Details
    Keywords: ESG; ESG (Environmental, Social, Governance) Performance; Sustainability; Investment Management; Investment Strategy; Metrics; Standard Setting; Accounting Standards; Finance; Investment; Information; Environmental Sustainability; Governance; Performance Effectiveness; Strategy
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    Amel-Zadeh, Amir, and George Serafeim. "Why and How Investors Use ESG Information: Evidence from a Global Survey." Financial Analysts Journal 74, no. 3 (Third Quarter 2018): 87–103.
    • June 2012
    • Supplement

    Foro Energy (B)

    By: Joseph B. Lassiter, William A. Sahlman and James McQuade
    Foro Energy developed proprietary and patent-pending fiber-laser technologies that could disrupt existing processes and services for the exploration and production of oil and natural gas. These breakthrough laser technologies were protected by a strong intellectual... View Details
    Keywords: Disruptive Technologies; Innovation & Entrepreneurship; Development Stage Enterprises; Entrepreneurial Management; Entrepreneurs; Petroleum; Natural Gas; High Technology; Energy; Entrepreneurship; Disruptive Innovation; Technological Innovation; Intellectual Property; Energy Industry
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    Lassiter, Joseph B., William A. Sahlman, and James McQuade. "Foro Energy (B)." Harvard Business School Supplement 812-163, June 2012.
    • 01 Jun 2024
    • News

    3-Minute Briefing: David Perpich (MBA 2007)

    are most aligned. For me, that means working with talented people on a challenge that serves a higher purpose. When I joined the Times in 2010, there were no digital subscriptions, so creating that concept and product was my initial focus... View Details
    Keywords: Julia Hanna; sports reporting; digital media; strategy; management

      Omar Olivarez

      Omar Olivarez is a doctoral candidate in the Technology & Operations Management unit. His interests lie at the intersection of automation, labor, innovation, and managerial views of the firm. Omar received his BBA in Management Information Systems from The... View Details
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