Publications

June 2005
Case

CarMax

By: Rajiv Lal and David Kiron

Carmax is the largest multi-market used car dealer in the U.S., and has no format-to-format competitor in the $375 billion used car market. CarMax is trying to do what some analysts believed to be impossible: sell used cars profitably on a national scale, and at the... View Details

Keywords: Profit; Brands and Branding; Digital Platforms; Segmentation; Auto Industry

January 2008
Article

The Value of a Broader Product Portfolio

By: Bharat Anand

The mantra "Every product must stand on its own bottom line" may no longer be the one to chant. Nowadays, broadening your portfolio can increase both your chances of a big win and the benefit your other products can get from a hit's popularity. View Details

Keywords: Brands and Branding; Product Development; Expansion; Value Creation

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May 2017 (Revised September 2017)
Case

Taj Hotels: Leading Change, Driving Profitability

By: Krishna Palepu, Anjali Raina and Rachna Chawla

Rakesh Sarna, MD and CEO of the Indian Hotels Company ltd (IHCL) was faced with the challenge of leading and embedding changes in IHCL to turnaround its trajectory. IHCL and its subsidiaries, headquartered in India, were a venerable hotel chain, collectively known as... View Details

Keywords: Turnaround; Hospitality Industry; Leadership; Brands and Branding; Marketing; Strategy; Globalization; Leading Change; Accommodations Industry; India

19 Apr 2004
Research & Ideas

Ground-Floor Opportunities for Retail in India

Rangan brought together veterans of the retail world to share strategies for cashing in on what could be a new wave of organized retail in India. The discussion took place April 4 at the India Business Conference at HBS. Kishore Biyani... View Details

Keywords: by Julia Hanna; Consumer Products; Retail

01 Mar 2014
News

Insight: Yenball

for instance, would require more than 15 hours of flight time. But for a starting pitcher like Tanaka, who may only appear once every five days or so, frequency is also an issue. With that kind of a schedule, sponsors may only be able to get exposure using View Details

Keywords: Morrell, Daniel; Masahiro Tanaka; Hideki Matsui; Isao Okada; business of sports; Arts, Entertainment

February 2003 (Revised April 2003)
Case

Brioni

By: David E. Bell

Should Brioni, an internationally known, exclusive men's suit manufacturer and retailer extend its line to include women's apparel? The opportunity is to enter a much larger and profitable market. The dangers are: 1) compromising the existing image, and 2) failing to... View Details

Keywords: Brands and Branding; Segmentation; Expansion; Profit; Risk Management; Demand and Consumers; Fashion Industry

10 Nov 2014
HBS Case

How Restaurants in Lima and Copenhagen Became Best in the World

or mission you have—and both creators found different answers to that. Acurio was maybe more pragmatic and found a way [that would] allow him through these separate brands to do his high-end restaurant but also appeal to different dining... View Details

Keywords: by Michael Blanding; Food & Beverage

March 2010 (Revised February 2013)
Case

NFL UK

By: Elie Ofek, David B. Godes and Peter Wickersham

The NFL faces a decision on how to continue efforts to grow its fanbase in the U.K. The decision needs to take into account lessons learned from previous NFL activities in Europe, market research on the U.K. sports fan, and the implications of any move on the U.S. fan.... View Details

Keywords: Cross-Cultural and Cross-Border Issues; Innovation and Invention; Brands and Branding; Marketing Strategy; Sports; Expansion; Sports Industry; Europe; United Kingdom; United States

December 1992
Case

Du Pont: Corporate Advertising for 1992

By: Stephen A. Greyser and Norman Klein

Describes Du Pont's 1992 corporate advertising campaign, and its objectives and key messages. The campaign is set in the context of Du Pont's historical corporate positioning ("better things for better living"). Includes target audiences, budget considerations, and the... View Details

Keywords: Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Corporate Strategy; Chemical Industry

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January 2011
Supplement

John Smith, CEO BBC Worldwide, Remarks to AMP, October 2007

By: John A. Quelch

BBC Worldwide CEO, John Smith addresses AMP participants in October 2007. View Details

Keywords: Global Strategy; Globalized Markets and Industries; Brands and Branding; Marketing Strategy; Media and Broadcasting Industry; United Kingdom

01 Jun 2009
News

Alumni Books

Invisible Edge: Taking Your Strategy to the Next Level Using Intellectual Property by Mark Blaxill (MBA ’84) and Ralph Eckardt (Portfolio) With the right intellectual property (IP) and the right strategies, companies can command premium... View Details

Keywords: Publishing Industries (except Internet); Information

01 Sep 2010
News

Dare to be Different

table having an interesting conversation with someone about the way the world works. There is a certain seamlessness between business and the everyday lives of ordinary people. I wanted to create that same kind of seamlessness in the book. You write that the kind of... View Details

Keywords: Jeff Cruikshank;Youngme Moon; Advertising, Public Relations, and Related Services; Professional Services

June 2011
Teaching Note

Cola Wars Continue: Coke and Pepsi in 2010 (TN)

By: David B. Yoffie

Teaching Note for 711462. View Details

Keywords: Industry Structures; Competitive Strategy; Competition; Price; Brands and Branding; Food and Beverage Industry; United States

01 Mar 2004
News

Toy Story

daunting challenges, but they each expressed a zealous commitment to their work and a heartfelt belief in their products. Brand Recognition: Michael Moynihan Michael T. Moynihan (MBA 1993) was reintroduced to LEGO as an adult when his job... View Details

Keywords: Susan Young; toys; Amusement, Gambling, and Recreation Industries; Arts, Entertainment

15 May 2013
Research & Ideas

From McRibs to Maseratis: The Power of Scarcity Marketing

about "making moments that are so good." But by removing the Double Down from the menu, KFC made the moment when it came back in 2011 not just "so good," but even better. Nor is KFC alone in adopting this approach. McDonald's has pursued a similar... View Details

Keywords: Re: Michael I. Norton

November 2009 (Revised December 2009)
Case

DaChan Food (Asia) in China

By: Ray A. Goldberg and David Lane

DaChan Food in China is providing leadership in the quality, health, and environmental needs of the Chinese consumer as poultry consumption increases there. Continuing to provide that leadership as global and national competition increase becomes more and more... View Details

Keywords: Agribusiness; Food; Leadership Development; Demand and Consumers; Brands and Branding; Competitive Strategy; Vertical Integration; Agriculture and Agribusiness Industry; Food and Beverage Industry; China