Publications

15 Aug 2012
News

The Starbucks of Nightclubs

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

June 2011 (Revised May 2012)
Case

Procter & Gamble: Marketing Capabilities

By: Rebecca M. Henderson and Ryan Johnson

P&G had become known and recognized as a marketing machine. It was the largest advertiser in the world, with 2010 spending of $8.68 billion. From the company's early exploitation of broadcast media (radio and television) for its soap products to more recent experiments... View Details

Keywords: Advertising; Change Management; Globalized Markets and Industries; Innovation Strategy; Brands and Branding; Marketing Communications; Expansion; Consumer Products Industry

November 2000 (Revised June 2001)
Case

Pokemon: Gotta Catch 'Em All

Pokemon, the colloquial name given to a collection of 150 fantastic, animal-inspired creatures with organic powers and the capacity to evolve, are the stars of video games, trading card games, and TV cartoons. Conceived in Japan in 1996, Pokemon quickly became that... View Details

Keywords: Age; Entertainment; Ethics; Cross-Cultural and Cross-Border Issues; Brands and Branding; Entertainment and Recreation Industry; Japan; United States

05 Jan 2011
News

Starbucks Unveils New Logo

September 2012 (Revised January 2013)
Case

J.C. Penney's 'Fair and Square' Pricing Strategy

By: Elie Ofek and Jill Avery

As a he gets ready to release 2nd quarter 2012 results, Ron Johnson, the new CEO of department store J.C. Penney, is reconsidering the dramatic changes he initiated for the business model and brand image of his company. A new pricing scheme he put in place in February,... View Details

Keywords: Change Management; Consumer Behavior; Management Teams; Business Model; Marketing Strategy; Price; Brands and Branding; Decision Making; Retail Industry; United States

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

March 2024 (Revised April 2024)
Case

Angel City Football Club: Scoring a New Model

By: Jeffrey F. Rayport, Jennifer Fonstad and Nicole Tempest Keller

In January 2024, Kara Nortman, Julie Uhrman, and Natalie Portman, the founders of Angel City Football Club (ACFC) were developing the club’s first three-year strategic plan. Founded in 2020, ACFC had a star-studded investor group, including Portman and celebrities such... View Details

Keywords: Sports; Entertainment; Entrepreneurship; Brands and Branding; Venture Capital; Business Model; Corporate Strategy; Digital Marketing; Sports Industry; Entertainment and Recreation Industry; United States; California; Los Angeles

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

23 Aug 2018
News

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

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

February 2010 (Revised June 2022)
Case

Dollarama Inc.

By: Andre F. Perold

Dollarama is the leading operator of dollar stores in Canada. The firm performed extraordinarily well after a leveraged buyout in 2004 and recently executed a highly successful IPO. The company sources its goods primarily from Asia. It has strong brand recognition and... View Details

Keywords: Price; Growth and Development Strategy; Product Positioning; Supply Chain; Competitive Advantage; Valuation; Consumer Products Industry; Retail Industry; Canada

August 2001 (Revised October 2001)
Case

What a Great Idea

By: Myra M. Hart and Susan Harmeling

Charles "Chic" Thompson has created a successful business as a professional speaker, consultant, and author of two books on creativity. He is challenged to institutionalize his knowledge and brand in an organization that will outlive his involvement. This case examines... View Details

Keywords: Knowledge Management; Entrepreneurship; Management Teams; Organizational Design; Technological Innovation; Technology Adoption; Service Industry; Education Industry

20 Jul 2012
News

Use Social Media to Partner with Customers and Improve Service

13 Jan 2011
News

The Starbucks debate

August 2018 (Revised February 2019)
Case

Shindigz

By: Frank Cespedes

Shindigz provides party and celebratory items for various occasions and events through its branded online channel, through third-party retail and wholesale channels, and external online marketplaces. The case focuses on pricing challenges facing a venture with an... View Details

Keywords: Ecommerce; Pricing; Price; Strategy; Decision Making; Brands and Branding; Distribution Channels; E-commerce; Consumer Products Industry

September 2020 (Revised December 2020)
Case

Hot Wheels at Mattel: Reinventing the Wheel

By: Elie Ofek, Andres Terech and Nicole Tempest Keller

In 2017, Chris Down, Global Brand General Manager for Hot Wheels, and his team from the Advanced Play Group within Mattel, Inc., were considering which innovation path to pursue in order to "future proof" the Hot Wheels franchise going forward. Hot Wheels was the... View Details

Keywords: Toys; Industry Evolution; Innovation Strategy; Product Development; Growth and Development Strategy; Technological Innovation; Organizational Change and Adaptation; Decision Making; Digital Transformation