Publications

September 2023 (Revised June 2024)
Case

Kaspi.kz: Building Trust through Innovation

By: Sandra J. Sucher, Fares Khrais and Marilyn Morgan Westner

This case is written to help students explore how companies can maintain and develop trust while innovating, how to identify and respond effectively to warning signs that they may not be as trusted as they believe, and how being trusted can aid in expanding and growing... View Details

Keywords: Growth and Development Strategy; Organizational Culture; Trust; Technology Adoption; Innovation and Invention; Banking Industry

June 2020
Teaching Note

Shiseido Acquires Drunk Elephant

By: Jill Avery

On October 7, 2019, the Shiseido Group announced that it would acquire clean skincare brand Drunk Elephant for $845 million, a valuation of 8.5 times sales. Did Shiseido pay too much or too little for this brand asset? How much was the Drunk Elephant brand worth and... View Details

07 Dec 1999
Research & Ideas

Henry Heinz and Brand Creation in the Late Nineteenth Century

efficiently as possible. Increasing the company's product line was a potentially quick, inexpensive way to shape a nascent market for processed food. It was also a means, Heinz reasoned, of building the brand. In the 1870s, View Details

Keywords: by Nancy F. Koehn

23 Apr 2001
Research & Ideas

Brand Power from Wedgwood to Dell: Part Two

hundreds of women, offering them free makeovers, demonstrating her products, and providing a sense of the elegance and self-definition that her cosmetics offered customers. As the brand and company grew, these qualities were translated... View Details

Keywords: by Martha Lagace

30 Jan 2006
HBS Case

The Case of the Mystery Writer’s Brand

in which a supplier builds a persistent demand and designs production to perpetuate that brand's most enticing qualities. The third age, embodied by the book clubs, is that of interactive marketing, where a company uses individual... View Details

Keywords: by Julia Hanna; Entertainment & Recreation; Information; Publishing

01 Sep 2008
News

Building a Better MBA

For the school that so boldly launched the MBA 100 years ago and went on to become the bluest of blue-chip brands in business education, it seemed only fitting that Harvard Business School should mark its centennial year by examining the... View Details

Keywords: Roger Thompson; Colleges, Universities, and Professional Schools; Educational Services

Web

Online Creating Brand Value Course | HBS Online

This course is part of the Marketing track. Introduction to Creating Brand Value ENROLL NOW No application needed for our certificate programs. Start your journey today! Creating Brand Value $1,850 Next... View Details

16 Apr 2001
Research & Ideas

Brand Power from Wedgwood to Dell: Part One

A conversation with Nancy Koehn, author of Brand New: How Entrepreneurs Earned Consumers' Trust From Wedgwood to Dell, HBS Press, 2001. "I am just fascinated by the power, the quirks, the determination, and the durability of... View Details

Keywords: by Martha Lagace

18 May 2015
Research & Ideas

Advertisers Get Serious About Playing With Their Brands

hard selling—and a great way to do that is to spend a little brand equity on playfulness to spark conversations. The Rules Of Play Marketing—in the form of the mish-mosh of online posting, uploading, commenting, and sharing on YouTube,... View Details

Keywords: by Dina Gerdeman; Advertising

11 Mar 2019
Research & Ideas

Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country?

cheeses won’t resonate with tech entrepreneurs. Enduring. Building a brand around renewable energy might not stick if oil prices fall for a sustained period or a pro-coal leader takes power, but the unique... View Details

Keywords: by Danielle Kost; Tourism

28 May 2019
News

Case Study: Building the Base

ground. After establishing an audience, then adding targeted ads and affiliate marketing, Patel aims to build a “commenting platform 2.0,” he says. Media companies could license the product to enable more robust user-generated discussion... View Details

Keywords: Jen McFarland Flint; News, Library, Internet, and Other Services; Information

July 2018
Case

LIXIL Group Corporation: Building a New Company in an Old Industry

By: Boris Groysberg and Akiko Kanno

In the spring of 2018, Kinya Seto, president and CEO of LIXIL Group Corporation, a major housing and building products and services company, called a meeting at the company’s head office in central Tokyo to discuss how to implement the new three-year strategic plan.... View Details

Keywords: Turnaround; Leadership And Change Management; Consolidation; Change Management; Leadership; Global Strategy; Business Model; Consumer Products Industry; Manufacturing Industry; Japan

October 2016
Case

Yili Group: Building a Global Dairy Company

By: William C. Kirby and Nancy Hua Dai

From its humble beginnings as a local Chinese dairy company, the Inner Mongolia Yili Group has become one of the largest dairy companies in the world. To achieve this, Yili has aggressively expanded its footprint overseas including building the world’s largest... View Details