Publications

15 Jun 2009
Research & Ideas

GM: What Went Wrong and What’s Next

Is there a light at the end of the tunnel for General Motors? Or are those just headlights from an oncoming train? Among Harvard Business School faculty, it depends on whom you ask. The carmaker—home to such storied brands as Cadillac,... View Details

Keywords: by Staff; Auto

03 Mar 2003
Research & Ideas

Top Ten Legal Mistakes Made by Entrepreneurs

unpatentable in Japan. The same is true with trademarks. A tremendous amount of money might be spent in developing a brand in the United States, yet when the product is shipped overseas it could violate trademarks of companies dealing in... View Details

Keywords: by Staff

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

July 2022 (Revised August 2022)
Case

Athletic Brewing Company: Crafting the U.S. Non-Alcoholic Beer Category

By: Ayelet Israeli and Anne V. Wilson

Athletic Brewing Company (“Athletic,” for short) was founded by Bill Shufelt and John Walker in 2017. In creating Athletic, Shufelt and Walker opened the first U.S. brewery and taproom fully devoted to the production of non-alcoholic (NA) craft beer. By 2021, Athletic... View Details

Keywords: Advertising; Brands and Branding; Product Development; Product Marketing; Product Positioning; Product Launch; Product Design; Product; Competition; Marketing; Entrepreneurship; Growth Management; Cultural Entrepreneurship; Culture; Food and Beverage Industry; United States

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

January 2020
Case

Celata Bioinnovations

By: John R. Wells and Benjamin Weinstock

In December 2019, Jon Hu (HBS ‘19) and Dr. Samantha Dale Strasser, co-founders of Celata Bioinnovations, were raising $1 million to launch their company. They had founded Celata less than six months earlier with the aim of redefining the drug discovery process.... View Details

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

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

01 Dec 2023
News

Case Study: Staking a Claim

Surround’s niche but results can be a little all over the place, Terry acknowledges, and the organic content is probably better for top-of-the-funnel awareness. As a small startup with no brand awareness, Surround needs more activity at... View Details

Keywords: Jen McFarland Flint; Insurance Carriers and Related Activities; Finance

Web

The Art of American Advertising: 1865 - 1910

Clubs Faculty & Research Business & Environment Business History Christensen Center for Teaching & Learning Entrepreneurship Faculty & Research Global Healthcare HBS Working Knowledge Institute for Strategy & Competitiveness Leadership... View Details

09 Dec 2019
Research & Ideas

Identify Great Customers from Their First Purchase

and which will be most responsive to email campaigns, information that firms can use to improve marketing strategy and return on investment. “Companies are leaving money on the table,” says Ascarza, because they don’t know how to use most... View Details

Keywords: by Kristen Senz; Retail; Service

01 Sep 2023
News

Case Study: The Home Team

Illustration by Jon Krause Illustration by Jon Krause Brendan Kennealey (MBA 2006) wasn’t even searching for a business idea. A couple of years ago, the Wilmington, Delaware, native met up with an old friend who’d bought a new house. Over dinner this friend enumerated... View Details

Keywords: Jen McFarland Flint; Real Estate

01 Sep 2023
News

Global Outposts Expand HBS’s Intellectual Footprint

Pacific Last fall, the center and the HBS Club of Shanghai hosted the 15th Annual HBS Entrepreneurship Forum. Titled “Convergency in New Dynamics,” it included both an online webinar and an in-person fireside chat that explored branding... View Details

Keywords: Jennifer Gillespie

16 May 2000
Research & Ideas

Getting the Message: How the Internet is Changing Advertising

get these reports immediately, so you can actually fine-tune an online campaign in real time." Law is the cofounder of Russell Reynolds Global Internet Practice. He previously served as founder and CEO of an interactive brand... View Details

Keywords: by Susan Young

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

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

September 1998 (Revised July 1999)
Case

Costco Companies, Inc.

By: David E. Bell and Ann Leamon

Costco Companies, one of the major players in the wholesale club industry, has developed a new class of membership that offers discounted services--auto, health, and home insurance, business credit card processing, real estate services--in exchange for a higher annual... View Details

Keywords: Cost vs Benefits; Cost Management; Brands and Branding; Marketing Strategy; Supply and Industry; Service Delivery; Service Operations; Risk and Uncertainty; Retail Industry