Brand Strategy - Publications - Faculty & Research - Harvard Business School

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05 Jun 2019
Blog Post

Exploring the Beauty Industry through an Independent Project

marketing has become an important part of the overall strategy that beauty companies employ. As an avid beauty consumer with a desire to work in the industry, I sought a better understanding of where consumers obtain information, who... View Details

01 Sep 2023
News

Global Outposts Expand HBS’s Intellectual Footprint

Since taking over as CEO of Tata Steel in 2013, T. V. Narendran had sought to transform India’s oldest steel manufacturing firm to ready it for a rapidly evolving business world. He instilled financial discipline, acquired new businesses, and launched digital... View Details

Keywords: Jennifer Gillespie

22 Nov 2004
Research & Ideas

Side Effects: The Case of Propecia

professor Marta Wosinska led the conversation. The Propecia launch came at a time of regulatory change, which made advertising of prescription drugs to consumers more feasible. But Casola had to consider three limitations on such advertising: A "product... View Details

Keywords: by Sean Silverthorne; Health; Pharmaceutical

01 Sep 2023
News

Case Study: The Home Team

prioritize scale for short-term losses. When I look at the top 10 proptech IPOs from the last five years, many touted big data as a unique advantage but have share prices today 90 percent down from their IPO. Venture investors and public markets no longer favor the... View Details

Keywords: Jen McFarland Flint; Real Estate

15 Apr 2014
First Look

First Look: April 15

fill a projected supply gap. Mission could also buy avocado farms in other countries, expand its international marketing efforts, invest in brand building in Asia, and/or add processed avocado products. This View Details

Keywords: Sean Silverthorne

25 Mar 2015
HBS Case

Tate’s Digital Makeover Transforms the Traditional Museum

in how to integrate Web 2.0 into a brand in a way that both honors and expands the brand into the world. "I hope the big message coming out of this case is strategy before... View Details

Keywords: by Michael Blanding; Education

January 2022
Case

Bee-ing Better at Bombas

By: Elizabeth A. Keenan, Youngme Moon and John Masko

David Heath and Randy Goldberg founded Bombas in 2013 to serve two missions: to deliver the “best socks in the history of feet,” and to donate socks (the most requested item in homeless shelters) to Americans experiencing homelessness. Eight years later, Bombas had... View Details

Keywords: Social Entrepreneurship; Values and Beliefs; Brands and Branding; Marketing Strategy; Digital Marketing; Distribution; Corporate Social Responsibility and Impact; Mission and Purpose; Quality; Business and Stakeholder Relations; Human Needs; Poverty; Growth and Development Strategy; Apparel and Accessories Industry; New York (city, NY)

Web

Hiring at HBS: How Summer Interns Make an Impact at Emerson Collective - Recruiting

objectives,” Lichter said. “Examples include the intersection of A.I. and climate tech and sustainable construction.” Past interns have also helped portfolio companies build their go-to-market strategies and develop new View Details

16 Oct 2015
Blog Post

HBS and the Arts

major talent agency with the launch of a new art division. While consulting on the build out of a platform connecting visual artists to licensing and branding opportunities I was able to hone my strategy and... View Details

February 2025
Supplement

Moleskine: Daniela Riccardi Turns the Page

By: Ryan Raffaelli

Newly appointed CEO Daniela Riccardi needed to develop and present an action plan to the board of the company that owned Moleskine. Riccardi was hired because Moleskine had recently overextended its reach and needed more focus and discipline. Having previously served... View Details

Keywords: Brands and Branding; Organizational Change and Adaptation; Operations; Planning; Retail Industry; Italy

January 2007 (Revised January 2008)
Case

Charles Schwab & Co., Inc.: The "Talk to Chuck" Advertising Campaign

By: John A. Quelch

Schwab management is evaluating the success of the recently launched "Talk to Chuck" advertising campaign. This campaign aims to differentiate Schwab in the cluttered financial services marketplace. Test market results facilitate discussion of advertising objectives,... View Details

Keywords: Advertising Campaigns; Communication Strategy; Brands and Branding; Media; Performance Evaluation; Financial Services Industry

June 2011 (Revised May 2012)
Case

L'Oréal: Global Brand, Local Knowledge

By: Rebecca M. Henderson and Ryan Johnson

Worldwide, and in the U.S. marketplace in particular, the French cachet of L'Oréal was one of its most powerful marketing tools. However, with the opening up of emerging markets, L'Oréal had to cater to a diverse customer base: an aging population in the West, ethnic... View Details

Keywords: Globalization; Brands and Branding; Marketing Communications; Change Management; Sales; Emerging Markets; Segmentation; Innovation and Invention; Beauty and Cosmetics Industry; France; United States

June 2015 (Revised October 2015)
Case

High Liner Foods, 2015

By: John R. Wells and Galen Danskin

In 2015, Canadian-based High Liner Foods Ltd was one of North America's largest frozen fish processors with extensive shares of both the food service and retail channels in Canada, the USA and Mexico. With over C$1 billion in revenues, the company had grown four fold... View Details

Keywords: Strategic Analysis; Strategic Decision Making; Family Business; Commodities; Strategic Planning; Strategy; Competitive Strategy; Food and Beverage Industry; North America; Canada

04 Dec 2014
Working Paper Summaries

The Air War versus The Ground Game: An Analysis of Multi-Channel Marketing in US Presidential Elections

Keywords: by Doug J. Chung & Lingling Zhang

06 Jan 2014
Research & Ideas

Technology Re-Emergence: Creating New Value for Old Innovations

brand of colorful Swatch watches. A portmanteau of "second watch," Swatch essentially introduced the idea of an inexpensive quartz watch as a fashion accessory. The strategy was wildly successful,... View Details

Keywords: by Carmen Nobel; Apparel & Accessories; Technology; Consumer Products

Web

HBS Alumni Conference: Accelerating Climate Solutions - Alumni

and in 15 countries in Latin America, Asia, and Africa. Under his leadership, WWF has built strategies and partnerships to scale up the production of sustainable food and renewable energy; double the population of tigers; shut down global... View Details

13 Jun 2017
First Look

First Look at New Research and Ideas, June 13

Business School Case 817-088 Hygeia Group: Delivering Quality Care in Nigeria Fola Laoye is the Group Managing Director of Hygeia Group, a Nigerian healthcare insurer and provider, and she is deciding on the optimal strategy to grow the... View Details

Keywords: Sean Silverthorne

09 Dec 2014
First Look

First Look: December 9

as a major threat for startups and small companies; big companies have more financial resources and greater scale, market power, and brand awareness than small ones. However, our research finds that a smaller View Details

Keywords: Sean Silverthorne

19 May 2015
First Look

First Look: May 19

according to different local strategies for economic prosperity and political stability. In particular, the author links fiscal relations and economic bases to property rights regimes, finding that more "open" cities are subject... View Details

Keywords: Sean Silverthorne

17 Jun 2017
Research & Ideas

Amazon, Whole Foods Deal a Big Win for Consumers

Source: 400tmax Editor's Note. Online retailing behemoth Amazon announced June 16 that it would acquire upscale grocery chain Whole Foods Market in a deal valued at more than $13 billion. Though the company has dabbled with the idea of a brick-and-mortar footprint in... View Details

Keywords: by Jose Alvarez and Len Schlesinger; Retail

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