Publications
Publications
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- All HBS Web
(1,345)
- Faculty Publications (342)
- August 2019 (Revised February 2020)
- Case
New Hope Liuhe: Building an Integrated Agri-Food Business
By: Forest L. Reinhardt, Shu Lin, Natalie Kindred and Nancy Hua Dai
In October 2018, LIU Chang (Angela), chairman of Beijing-based New Hope Liuhe (NHL), was considering the strategy of the firm. With $9 billion in sales and a presence in nearly 20 countries, NHL was China’s largest animal feed producer and a major pork and poultry... View Details
Keywords: Strategy; Corporate Strategy; Food; Agribusiness; Expansion; Diversification; Growth Management; Consumer Behavior; Change Management; Entrepreneurship; Organizational Structure; Organizational Change and Adaptation; Government and Politics; Animal-Based Agribusiness; Transformation; Volatility; Business Cycles; Goods and Commodities; Supply Chain; Product; Food and Beverage Industry; Food and Beverage Industry; China; Asia
- May 2019
- Case
Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative (Brief Case)
By: John A. Quelch and Katherine B. Hartman
The Caesan Cheese Cooperative is considering introducing a new high-quality, high-margin artisan whiskey cheddar cheese. Deidra Kelly, vice president of marketing and product development at Caesan, must recommend to the Board of Directors whether to launch the product... View Details
- April 2019 (Revised October 2020)
- Case
Kraft Heinz: The $8 Billion Brand Write-Down
By: Jill Avery
On Friday, February 22, 2019, following an unexpected and disappointing earnings report, The Kraft Heinz Company’s stock price fell 27%, wiping out $16 billion in market value. CEO Bernardo Hees had announced that the company had taken a $15.4 billion asset write-down,... View Details
Keywords: Brand Management; Brand Value; Brand Equity; Marketing ROI; Brand Storytelling; Intangible Assets; Brand Valuation; Marketing; Marketing Strategy; Brands and Branding; Management; Corporate Strategy; Consumer Behavior; Food; Marketing Communications; Advertising; Private Equity; Consumer Products Industry; Consumer Products Industry; United States; North America
- March 2019
- Teaching Note
Zespri Grows
By: David E. Bell and John Masko
Teaching Note for HBS No. 519-047. View Details
Keywords: Agribusiness; Kiwi; Kiwifruit; Agriculture; Global Supply Chain; Branding; Produce; Coordinated Industry Structure; Industry Coordination; Countercyclical Supply; New Product Development; Product Strategy; Differentiation; Food; Quality; Trade; Brands and Branding; Marketing; Strategy; Global Strategy; Change Management; Organizational Change and Adaptation; Globalization; Globalized Firms and Management; Competitive Strategy; Resource Allocation; Product Development; New Zealand
- March 2019
- Case
DayTwo: Going to Market with Gut Microbiome
By: Ayelet Israeli and David Lane
DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals. After a first year of trial rollout in... View Details
Keywords: Start-up Growth; Startup; Positioning; Targeting; Go To Market Strategy; B2B2C; B2B Vs. B2C; Health ＆ Wellness; AI; Machine Learning; Female Ceo; Female Protagonist; Science-based; Science And Technology Studies; Ecommerce; Applications; DTC; Direct To Consumer Marketing; US Health Care; ＂USA,＂; Innovation; Pricing; Business Growth; Segmentation; Distribution Channels; Growth and Development Strategy; Business Startups; Science-Based Business; Health; Innovation and Invention; Marketing; Information Technology; Business Growth and Maturation; E-commerce; Applications and Software; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Israel; United States
- January 2019
- Supplement
Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis
By: Jill Avery and Gerald Zaltman
In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Luckily, an old consumer research study on the Nestlé Crunch Bar... View Details
Keywords: Brand Management; Market Research; Brand Positioning; Value Proposition; Consumer Products; Fast Moving Consumer Goods; Qualitative Methods; Zaltman Metaphor Elicitation Technique; ZMET; Data Analysis; Marketing; Marketing Strategy; Brands and Branding; Consumer Behavior; Marketing Communications; Analytics and Data Science; Analysis; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States; North America; Italy
- January 2019
- Case
Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case
By: Jill Avery and Gerald Zaltman
In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Under the terms of the Nestlé acquisition, each of the purchased... View Details
- December 2018 (Revised May 2019)
- Case
Bord Bia: Strategically Growing Irish Exports
By: Jose B. Alvarez, Forest L. Reinhardt and Emer Moloney
Agriculture was Ireland’s largest indigenous industry. Its agri-food sector was export driven, with almost 90% of production exported. Bord Bia was the Irish government agency charged with the promotion, trade development, and marketing of the Irish food, drink, and... View Details
Keywords: Agribusiness; Trends; Disruption; Communication Strategy; Experience and Expertise; Talent and Talent Management; Public Sector; Trade; Education; Food; Geography; Geographic Location; Rural Scope; Corporate Governance; Government Administration; Information; Knowledge Dissemination; Marketing Channels; Brands and Branding; Marketing Communications; Marketing Strategy; Planning; Business and Government Relations; Environmental Sustainability; Public Opinion; Business Strategy; Diversification; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Republic of Ireland; United Kingdom; Europe
- December 2018 (Revised June 2019)
- Case
Wolfgang Puck: Setting the Table for the Future
By: Boris Groysberg and Matthew G. Preble
Chef Wolfgang Puck oversees a disparate business empire that includes fine dining restaurants, a catering business, and various licensed products that run from cookware, to soup, to fast-casual restaurants. His businesses activities are divided among three separate... View Details
- December 2018 (Revised May 2019)
- Case
Darling Ingredients International
By: David E. Bell and Natalie Kindred
Led by CEO Randall Stuewe, Texas-based Darling Ingredients International was a rendering firm with $3.7 billion in 2017 revenues. Since 2003, Darling had transformed from U.S. focused into a global player in the processing of biological waste from meat and foodservice... View Details
Keywords: Darling; Ingredients; Stuewe; Rendering; Animal Byproducts; Used Cooking Oil; UCO; Diamond Green Diesel; DGD; Valero; Renewable Diesel; Biofuel; Recycling; Carbon; LCFS; Blend; Blender; Strategy; Corporate Strategy; Renewable Energy; Food; Agribusiness; Expansion; Diversification; Growth Management; Technological Innovation; Policy; Government Legislation; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; United States; Louisiana; California; Texas
- November 2018 (Revised April 2019)
- Case
Zespri Grows
By: David E. Bell and Natalie Kindred
Controlling about a third of global kiwifruit exports by volume and nearly half by value in 2018, Zespri was a grower-owned “corporatized cooperative” with the exclusive right to export New Zealand-grown kiwifruit (except to Australia). Zespri did not grow fruit but... View Details
Keywords: Agribusiness; Kiwi; Kiwifruit; Agriculture; Global Supply Chain; Branding; Produce; Coordinated Industry Structure; Industry Coordination; Countercyclical Supply; New Product Development; Product Strategy; Differentiation; Food; Quality; Trade; Brands and Branding; Marketing; Strategy; Global Strategy; Change Management; Organizational Change and Adaptation; Globalization; Globalized Firms and Management; Competitive Strategy; Resource Allocation; Product Development; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; New Zealand
- November 2018
- Case
Cepuros Foods Malaysia: Finding the Secret Sauce for Growth (Brief Case)
By: John A. Quelch and Katherine B. Hartman
Shelby Diaz, country manager for Cepuros Foods International—Malaysia (CFI-M), must decide a growth strategy for the expansion of CFI-M's line of salsas, particularly regarding whom to target and how to allocate marketing investments. CFI-M could expand aggressively by... View Details
- November 2018
- Case
Yatooq: Longing for Arabic Coffee
By: Mark Roberge, Gamze Yucaoglu and Samer Al-Rachedy
As one of the few female entrepreneurs in Saudi Arabia, Lateefa Alwaalan had been trying to produce the perfect cup of Arabic coffee for over a decade. In 2007, she began testing various coffee blends, which she later branded Yatooq, the Arabic word for “craving” or... View Details
Keywords: Entrepreneurial Sales; Entrepreneurial Selling; Entrepreneurial Marketing; Barrier To Entry; Business Start-ups; Yatooq; Entrepreneurship; Private Sector; For-Profit Firms; Business Strategy; Patents; Business Startups; Strategic Planning; Competitive Strategy; Adaptation; Corporate Entrepreneurship; Corporate Strategy; Food and Beverage Industry; Saudi Arabia; Asia
- October 2018 (Revised August 2019)
- Module Note
Supply Chain Management
By: Willy C. Shih
This note on supply chain management provides background for the seven class supply chain module in the Technology & Operations Management required curriculum course taught at the Harvard Business School. This module includes four broad topics: sourcing and supply... View Details
- October 2018 (Revised July 2023)
- Case
The Boston Beer Company (A): New CEO
By: Christina R. Wing and Marco Iansiti
In 1984, when the Boston Beer Company’s Samuel Adams Boston Lager was first sold, founder Jim Koch had helped ignite a craft beer movement by making small-batch premium beers in an era of industry consolidation. By 2018, Boston Beer was a publicly traded company that... View Details
- August 2018 (Revised June 2019)
- Case
Oaktree: Pierre Foods Investment
By: Victoria Ivashina and Mike Harmon
This case is a setting to discuss “loan to own” investment strategy that is often pursued by distressed investors. The aftermath of the 2007 financial crisis left many companies with poor liquidity and limited ability to obtain credit. One of these companies was Pierre... View Details
- July–August 2018
- Article
From Niche to Mainstream (HBR Case Study)
By: Elie Ofek
A large Japanese snack maker faces challenges in marketing products in the US. Several options for jumpstarting sales are presented. View Details
- June 2018 (Revised October 2020)
- Case
Global Brand Management of Anheuser Busch InBev's Budweiser
By: Jill Avery
Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was feeling the pressure to finalize a global brand strategy that would define... View Details
Keywords: Brand Management; Global Brands; Brand Positioning; Brand Extension; Brand Storytelling; Brand Equity; Marketing; Marketing Strategy; Brands and Branding; Advertising; Global Strategy; Cross-Cultural and Cross-Border Issues; Consumer Behavior; Marketing Communications; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Africa; China; United States; North America; South Africa; Nigeria; Kenya; Cameroon; Canada
- June 2018 (Revised October 2019)
- Case
Back to the Roots
By: Elizabeth A. Keenan and Leslie K. John
Email mking@hbs.edu for a courtesy copy.
Back to the Roots (BTTR) is a start-up with a social mission to “undo food”—to reconnect people to where their food comes from. In late 2017, Back to the Roots cofounders... View Details
Back to the Roots (BTTR) is a start-up with a social mission to “undo food”—to reconnect people to where their food comes from. In late 2017, Back to the Roots cofounders... View Details
- May 2018 (Revised February 2019)
- Teaching Note
Greg Mazur and the Purchase of Great Eastern Premium Pet Foods
By: Richard S. Ruback, Royce Yudkoff and Ahron Rosenfeld
Teaching Note for HBS No. 211-085. Greg Mazur (HBS 1997) identified a small firm, Great Eastern Premium Pet Food, in December of 1998 that fit his search criteria and decided to offer the seller a cash price of $1.2 million plus an earn-out equal to 1% of revenue over... View Details