Publications

October 2002 (Revised July 2003)
Case

Gary Rodkin at Pepsi-Cola North America (A)

By: David A. Thomas, Gina Carioggia and Ayesha Kanji

Keywords: Restructuring; Leadership; Brands and Branding; Problems and Challenges; Situation or Environment; Conflict Management; Alignment; Food and Beverage Industry; North America

June 2009 (Revised July 2009)
Case

Moods of Norway

Describes a young fashion company competing in a variety of unconventional ways, many "experience economy" related. Moods fronts their brand with the "boy band" images of its three founders and designs eccentric features into their clothes as a way of gaining mindshare... View Details

Keywords: Business Model; Brands and Branding; Fashion Industry; Norway

August 2023
Case

BYD, China, and Global Electric Vehicle Rivalry

By: Cynthia A. Montgomery and Max Hancock

In 2023, BYD, a Chinese electric vehicle (EV) maker, surpassed Tesla to become the world's best-selling EV brand. BYD began selling mobile phone batteries in 1995, acquired a license to sell vehicles in 2002, and spent two decades building its EV brand, growing its... View Details

Keywords: Competition; Competitive Strategy; Expansion; Segmentation; Vertical Integration; Market Participation; Environmental Sustainability; Auto Industry; Electronics Industry; China; Europe; United States; Japan; South Korea

November 1983 (Revised June 1985)
Case

Pepsi-Cola United Kingdom (A)

By: Benson P. Shapiro and Edward J. Hoff

On January 2, 1983 Pepsi-Cola United Kingdom had to develop a plan to defend its successful Diet Pepsi brand against the about to be introduced diet Coke. Contains useful material on competitive behavior and on U.S. versus U.K. consumer behavior. View Details

Keywords: Product Launch; Consumer Behavior; Planning; Competition; Food and Beverage Industry; United Kingdom; United States

12 Mar 2020
Video

Robert Brozin

Robert Brozin, the co-Founder of Nando’s, a South African-based restaurant chain specializing in Portuguese food, discusses the challenges of starting his business during the apartheid regime before 1994, and... View Details

18 Nov 2019
Video

Adi Godrej

Adi Godrej, head of the India-based diversified business group Godrej Group, describes the company's strategy for moving into markets by acquiring businesses with strong local brand recognition. He gives the... View Details

September 2013 (Revised June 2014)
Case

Rana Plaza: Workplace Safety In Bangladesh (A)

By: John A. Quelch and Margaret L. Rodriguez

On April 24, 2013 the Rana Plaza factory building collapsed in Dhaka, the capital of Bangladesh. Over 1,100 people were killed in the worst industrial accident since the Union Carbide plant gas leak in Bhopal, India. Most of the victims worked for garment factories,... View Details

Keywords: Marketing; Public Health; Safety; Workplace; Human Rights; Apparel and Accessories Industry; Bangladesh

25 Jul 2011
News

Under Armour's rookie strategy for endorsement deals

19 Apr 2021
News

Trump Wants You to Boycott Coke. His Properties Are Still Serving It

05 Oct 2016
News

Pinterest Doesn’t Care That You Think It’s for Girls

October 2019 (Revised August 2022)
Case

Nehemiah Mfg. Co.: Providing a Second Chance

By: Michael Chu, Brian Trelstad and John Masko

In 2009, Dan Meyer and Richard Palmer, two veterans of the fast-moving consumer goods (FMCG) industry, founded Nehemiah Manufacturing to build FMCG brands while providing jobs to Cincinnati, Ohio’s beleaguered urban core. Two years later, the pair made their first... View Details

Keywords: Fast Moving Consumer Goods; Social Entrepreneurship; Retention; Selection and Staffing; Employment; Human Capital; Growth Management; Brands and Branding; Social Marketing; Mission and Purpose; Prejudice and Bias; City; Urban Scope; Consumer Products Industry; Manufacturing Industry; Ohio; United States

October 2005 (Revised February 2007)
Case

Ripe 'n Ready

By: Ray A. Goldberg and Laura Winig

Stoned fruit has quality variations, reducing consumption. Five independent growers formed a cooperative to provide quality control and a brand name--Ripe 'N Ready--that enabled retailers to differentiate their stores and producers to differentiate the products they... View Details

Keywords: Quality; Brands and Branding; Competitive Strategy; Food and Beverage Industry

12 PM – 1 PM EDT, 01 Nov 2016
Webinars: Trending@HBS

Leadership in the Digital Era

Digital technologies have revolutionized relationships, and leadership is no exception. To be truly engaged, effective leaders must harness the power of digital communications and branding rather than remain on the sidelines, frozen by fear and the unknown. The key is... View Details

06 Apr 2016
News

Innovation Leaders Create Long-Term Value

24 Jul 2014
Blog Post

Create a Content Marketing Strategy for your Talent Acquisitions Team

program and are building out a social media presence to support your branding efforts. But what strategy has been put in place to leverage that social media presence to attract the right talent? Creating a content marketing strategy for... View Details

29 May 2013
Blog Post

Perks of the LVMH Family

Confession: I had no idea that Sephora was part of LVMH until I interviewed. Most of that is strategic: LVMH wants to make sure that its brands feel distinct and authentic, but this internship definitely exposed me to the broader... View Details

Keywords: Consumer Products / Retail

August 1995 (Revised January 1997)
Exercise

Consumer Behavior Exercise (F)

By: John A. Deighton and Susan M. Fournier

Students are instructed to interview a recent purchaser of a high-involvement/ego-expressive product or service in depth about his/her ownership and usage experiences. The exercise provides students with first-hand understanding of important concepts in consumption... View Details

Keywords: Consumer Behavior

August 1995 (Revised January 1997)
Exercise

Consumer Behavior Exercise (D)

By: John A. Deighton and Susan M. Fournier

Students are instructed to interview a recent purchaser of a low-involvement product or service in depth about his/her ownership and usage experiences. The exercise provides students with first-hand understanding of important concepts in consumption domain (e.g.,... View Details

Keywords: Consumer Behavior