Publications

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

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

16 Sep 2011
News

AIG Restores Name in TV Ad, Fulfilling CEO Call on Comeback

02 Jun 2025
Video

HBS Alumni Career Video | Nicole Ledoux (MBA 2008)

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

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

15 Aug 2012
News

The Starbucks of Nightclubs

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

September 2010 (Revised August 2013)
Case

Liza Davis and the Bargain Hunting Customer

By: Francisco de Asis Martinez-Jerez and Lisa Brem

Liza Davis, an upscale women's fashion retailer, is reeling from worldwide recession and lower demand. Should the company target the fast-growing bargain hunter segment or hold the line on price discounts to preserve their brand image? Customer profitability... View Details

Keywords: Competitive Strategy; Price; Product Positioning; Customer Value and Value Chain; Business Cycles; Financial Crisis; Profit; Knowledge Use and Leverage; Fashion Industry; Retail Industry

18 May 2012
News

Facebook IPO creates tech giant

17 May 2013
News

Beckham, at 38, Says He’ll Bend It No Longer

26 Nov 2010
News

Q&A: Harvard Study on Taj Employee Heroism

16 May 2017
Video

Getting to Know Student Class Day Speaker: Andrew Cone, MBA 2017

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

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

Richard S. Tedlow is the Class of 1949 Professor of Business Administration at the Harvard Business School, where he is a specialist in the history of business.

Professor Tedlow received his B.A. from Yale in 1969 and his M.A. and Ph.D. in history from... View Details

Keywords: advertising; computer; marketing industry; retailing; semiconductor; tire

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