Publications

23 Aug 2018
News

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

May 2011 (Revised July 2011)
Case

Fiat-Chrysler Alliance: Launching the Cinquecento in North America

By: Gary P. Pisano, Phillip Andrews and Alessandro Di Fiore

Fiat ended its 27-year absence in the North American automobile market when the first Cinquecento (500)—a very small, iconic Italian car that had strong sales in Europe—was delivered on March 10, 2011. The Italian automaker re-entered the market through an alliance... View Details

Keywords: Product Launch; Product Positioning; Mergers and Acquisitions; Partners and Partnerships; Globalization; Operations; Growth and Development Strategy; Integration; Auto Industry; North America; Europe

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

09 Mar 2014
News

Conflict brews as Keurig tries ‘lock-out’ technology

29 Oct 2021
News

Eight Companies That Changed Their Names to Signal a Strategy Shift

07 Dec 2017
News

MPR Cutting Ties With Longtime Business Partner Garrison Keillor

November 2009 (Revised January 2010)
Case

Communispace

By: Anat Keinan

Communispace is the market leader in creating and managing private, brand-focused online communities for major corporate clients. These communities have provided its clients with insights into how consumers view their brands, with quick feedback on potential marketing... View Details

Keywords: Customer Focus and Relationships; Brands and Branding; Product Launch; Network Effects; Social and Collaborative Networks; Online Technology; Communications Industry; Media and Broadcasting Industry

November 2000
Case

Dean Foods

By: Ray A. Goldberg, David E. Bell, Ann Leamon and Kim Slack

After 50 years of successful growth, mostly by acquisition, Dean Foods, the nation's second-largest dairy processor, has established a division to develop and market branded products nationally. Can a $4 billion company rely on a $300 million growth vehicle? Is this... View Details

Keywords: Mergers and Acquisitions; Business Divisions; Transition; Food; Goods and Commodities; Brands and Branding; Product Launch; Product Positioning; Product Development; Value Creation; Food and Beverage Industry; Retail Industry

Find at Harvard

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

18 May 2017
Blog Post

Why We Recruit: Hilton

interest in recruiting at HBS, but it was more targeted in the past based on specific roles. This year we launched a structured MBA rotational program where MBAs have an opportunity to work across different functions of the company (e.g. Corporate Strategy, View Details

Keywords: Hospitality

June 2025 (Revised July 2025)
Case

Full-Funnel Advertising on TikTok

By: Jeremy Yang, Ayelet Israeli and Alexis Lefort

In 2025 TikTok is working to grow its brand and performance advertising business, along with a new integrated full-funnel solution. As an emerging media platform with unique ad formats and user behavior in a privacy-first environment, TikTok faces both significant... View Details

Keywords: Social Media; Growth and Development Strategy; Advertising; Brands and Branding; Digital Marketing; Measurement and Metrics

A Senior Lecturer at the Harvard Business School, Michael co-developed and teaches a second year MBA course, “Challenges and Opportunities in the Restaurant Industry.”

A founder and partner of Positive Strategy LLC, a management/strategy consulting... View Details

July 2008 (Revised February 2009)
Case

(PRODUCT) RED (A)

By: Youngme E. Moon, Michael I. Norton and David Chen

Describes the launch and initial results of the (PRODUCT) RED campaign, a social marketing initiative conceived by U2's Bono and Bobby Shriver to combat AIDS in sub-Saharan Africa. The company licensed the (RED) brand to partner companies, which initially included Gap,... View Details

Keywords: Investment Funds; Philanthropy and Charitable Giving; Brands and Branding; Marketing Strategy; Social Marketing; Social Enterprise; Africa

2014
Working Paper

Principals and Their Car Dealers: What Do Targets Tell About Their Relation?

By: Jan Bouwens, Eddy Cardinaels and Jingwen Zhang

In this study we describe target setting and target achievements for a car dealership. Car dealers are eligible for a discount on the purchase price conditional on their achieving the sales targets set by the franchisor. We show that car dealers (franchisees) who... View Details

Keywords: Goals and Objectives; Motivation and Incentives; Franchise Ownership; Auto Industry; Retail Industry

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July 2015 (Revised January 2020)
Case

Horst Dassler, Adidas, and the Commercialization of Sport

By: Geoffrey Jones, Michael Norris and Sophi Kim

The case focuses on the career of Horst Dassler, the son of the founder of the German-based sports shoe manufacturer Adidas. The origins of the firm were in the interwar years, and it rose to public prominence after it provided spikes for Jesse Owens, the famous... View Details

May 2017 (Revised May 2019)
Supplement

Intuit: QuickBooks (B)

By: David Yoffie and Nicole Tempest Keller

This short case updates the earlier Intuit case on transitioning from a product company into a platform company. In addition to providing information on the recent successes and challenges of the business, it also explores a new challenge of building a platform with a... View Details

Keywords: Platform; Strategic Transition; Strategy; Digital Platforms; Transition

July–August 2014
Article

How 'Brand Tourists' Can Grow Sales

By: Silvia Bellezza and Anat Keinan

The article discusses how exclusive brands can increase their sales by moving "downmarket" without diminishing their prestige or alienating existing customers. The authors suggest various ways to cater to new, non-core customers in a way that differentiates the... View Details