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  • 03 Mar 2014
  • Blog Post

Align Your Social Media and Recruiting Strategies

It goes without saying that candidates seeking new job opportunities should have a presence on social media to enhance their brand identity. Similarly, organizations seeking talent should leverage social media to attract and engage with... View Details
  • 02 Apr 2018
  • Blog Post

Event Planning for Recruiting Success – Part 2

The last post, Event Planning for Recruiting Success – Part 1, reviewed the two main recruiting events at HBS, Company Presentations and public Company Conversations. In Part 2 we will cover hosting virtual events, meeting with targeted groups of students, and building... View Details
Keywords: All Industries

    Julian De Freitas

    Julian De Freitas is an Assistant Professor of Business Administration in the Marketing Unit, and Director of the Ethical Intelligence Lab, at Harvard Business School. He earned his PhD in psychology from Harvard, masters from Oxford, and BA from Yale. He teaches... View Details

    Keywords: advertising; automotive; consumer products; e-commerce industry; insurance industry; marketing industry; nonprofit industry; software; transportation; video games
    • December 2010
    • Case

    Digital Divide

    By: Sunil Gupta
    In November 2010, Charles Henry, chief marketing officer of a major consumer packaged goods company, was trying to convince his senior managers to enhance the digital presence of the company's brands by significantly increasing their online marketing budget. However,... View Details
    Keywords: Budgets and Budgeting; Digital Marketing; Marketing Communications; Marketing Strategy; Information Technology
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    • October 1994 (Revised January 1997)
    • Case

    Nestle Refrigerated Foods: Contadina Pasta and Pizza (A)

    By: V. Kasturi Rangan and Marie Bell
    Nestle Co.'s Refrigerated Foods Division has very successfully launched its Contadina brand pasta and sauces. The new product has achieved nearly $100 million in sales in three years. The division now considers an extension into the pizza line. This case provides a... View Details
    Keywords: Business Divisions; Forecasting and Prediction; Marketing Strategy; Product Launch; Sales; Commercialization; Consumer Products Industry; Food and Beverage Industry
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    • 15 Aug 2012
    • News

    The Starbucks of Nightclubs

    • November 2019 (Revised April 2020)
    • Case

    Purple Innovation, Inc.: The Online to Offline Marketing Challenge

    By: Elie Ofek and Nakisha Williams
    This case focuses on Purple Innovation Inc. (Purple), a company that started out in the Direct to Consumer (DTC) mattress space. In late 2018, after a successful launch and IPO with sales predominantly originating from its website, Purple was looking to sustain its... View Details
    Keywords: Offline Sales; Marketing Strategy; Digital Marketing; Growth and Development Strategy; Consumer Products Industry; Retail Industry
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    • July 2021 (Revised February 2022)
    • Case

    Mary Kay Inc.: Enriching Women's Lives while Embracing Change

    By: Elie Ofek, K. Shelette Stewart and Julia Kelley
    In December 2020, Mary Kay Inc. Chief Marketing Officer Sheryl Adkins-Green considered several strategic dilemmas. Founded in 1963 by Mary Kay Ash, Mary Kay was a direct sales company whose Independent Beauty Consultants purchased its beauty and cosmetics products at... View Details
    Keywords: Advertising Campaigns; Demographics; Marketing; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Product Marketing; Product Positioning; Social Marketing; Salesforce Management; Organizations; Mission and Purpose; Organizational Change and Adaptation; Innovation and Invention; Innovation Strategy; Competition; Competitive Strategy; Competitive Advantage; Beauty and Cosmetics Industry; North and Central America; United States; Europe; Asia; Texas
    Related
    • November 2015 (Revised November 2016)
    • Case

    Huaxia: Building a U.S.-Style Dairy in China

    By: Tarun Khanna, Nancy Hua Dai and Juan Ma
    In 2015, Charles Shao, chairman of Huaxia, considered the alternatives to ensure sustainable growth of Huaxia and rebuild the overall health of China's dairy industry. He came to China in 2004 and set up Huaxia dairy farm with the goal to build a world-class dairy farm... View Details
    Keywords: Entrepreneurship; Strategy; Corporate Social Responsibility and Impact; Emerging Markets; Agribusiness; Agriculture and Agribusiness Industry; China
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    • 23 Aug 2018
    • News

    Is “Gender-Neutral” Just A Beauty Buzzword — Or Something Greater?

    • December 2004 (Revised February 2005)
    • Case

    Exporting Spanish Olive Oil to the U.S. Market

    By: Ray A. Goldberg, Hal Hogan and Miguel Angel Llano Irusta
    Spain is the largest olive oil producer, yet it sells much of its product to Italy, where it is repackaged as Italian olive oil. The decision maker in the case wants to develop Spain as the olive oil leader not just in production but in quality and value added. He... View Details
    Keywords: Plant-Based Agribusiness; Trade; Goods and Commodities; Demand and Consumers; Supply and Industry; Brands and Branding; Decisions; Customization and Personalization; Product Design; Product Development; Marketing Strategy; Product Marketing; Agriculture and Agribusiness Industry; Food and Beverage Industry; Spain; United States; Italy
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    • 15 Nov 2016
    • First Look

    November 15, 2016

    Case 517-021 Brand Portfolio Strategy and Brand Architecture While companies choose to brand their products and services in many different ways, there are some central tenets... View Details
    Keywords: Sean Silverthorne
    • February 2022 (Revised May 2022)
    • Case

    Buddy Valastro: Cake Boss

    By: Boris Groysberg, Evan M.S. Hecht and Katherine Connolly Baden
    Buddy Valastro, celebrity baker and business owner, inherited his father’s bakery—Carlo’s Bake Shop of Hoboken, New Jersey—at the age of seventeen. He had willed the shop to survive and gone on to fame through his television show, “Cake Boss”—the name most people now... View Details
    Keywords: Bakery; Entrepreneur; Scalability; Digital; Systems; Process Improvement; Team Effectiveness; Team Building; COVID-19 Pandemic; Food; Entrepreneurship; Family Business; Crisis Management; Change Management; Leadership; Creativity; Operations; Groups and Teams; Brands and Branding; Food and Beverage Industry; United States
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    • 19 Apr 2016
    • First Look

    April 19, 2016

    forthcoming Journal of Marketing Research Does 'Liking' Lead to Loving? The Impact of Joining a Brand’s Social Network on Marketing Outcomes By: John, Leslie K., Oliver Emrich, Sunil Gupta, and Michael I. Norton Abstract—Does “liking” a View Details
    Keywords: Sean Silverthorne
    • May 2003
    • Case

    International Federation of Red Cross and Red Crescent Societies

    By: John A. Quelch
    Didier Cherpitel, CEO of the International Federation of Red Cross and Red Crescent Societies (IFRC), is implementing a new strategy that will fundamentally change the role of its International Secretariat. The organization is in the early stages of implementing a best... View Details
    Keywords: Globalized Firms and Management; Nonprofit Organizations; Brands and Branding
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    • July – August 2011
    • Article

    The Paradox of Samsung's Rise

    By: Tarun Khanna, Jaeyong Song and Kyungmook Lee
    Twenty years ago, few people would have predicted that Samsung could transform itself from a low-cost original equipment manufacturer to a world leader in R&D, marketing, and design, with a brand more valuable than Pepsi, Nike, or American Express. Fewer still would... View Details
    Keywords: Organizational Design; Research and Development; Marketing; Business Processes; Brands and Branding; System; Globalized Markets and Industries; Transformation; Cost; Forecasting and Prediction; Production; Quality; China; India; Turkey
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    • September 2003 (Revised January 2004)
    • Case

    Alessi: Evolution of an Italian Design Factory (A)

    By: Youngme E. Moon, Vincent Dessain and Anders Sjoman
    Alessio Alessi, head of distribution at family-run Alessi S.p.A., is facing price and brand confusion among customers and is considering reorganizing Alessi's worldwide network of distributors. By describing the challenges facing Alessi, an internationally acclaimed... View Details
    Keywords: Family Business; Transition; Cost Management; Brands and Branding; Product Positioning; Distribution; Production; Problems and Challenges; Networks; Consumer Products Industry
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    • 30 Jun 2011
    • News

    Chinese investment in Europe: Streaks of red

    • 02 Jul 2019
    • News

    The Controversial History of United Fruit

    • June 2018
    • Case

    Forta Furniture: International Expansion

    By: John A. Quelch and Karthik Easwar
    The Forta Furniture case highlights the need to consider new market expansion to grow a firm. It demonstrates that simply doing what has always been done is not sustainable when other competitors enter the market with differentiated or potentially superior offerings.... View Details
    Keywords: Market Entry and Exit; Global Range; Decision Making; Analysis; Cross-Cultural and Cross-Border Issues; Growth and Development Strategy; Brands and Branding; Expansion
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