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  • December 2018 (Revised October 2020)
  • Case

Shiseido: Reinvesting in Brand

By: Jill Avery and Nobuo Sato
Shiseido was in the midst of a six year corporate turnaround, trying to reverse the effects of decades of under-investment in R&D and marketing which had led to a cycle of declining customer support and brand value. Would the CEO’s VISION 2020 plan, centered on four... View Details
Keywords: Brand Management; Brand Value; Turnaround; Brand Portfolio; Brand Communication; Global Brands; Digital Marketing; Return On Investment; Marketing ROI; Internet Marketing; Marketing; Marketing Strategy; Brands and Branding; Value; Growth and Development Strategy; Investment Return; Consumer Behavior; Consumer Products Industry; Consumer Products Industry; Japan; Asia
Related
  • 07 Dec 2010
  • First Look

First Look: Dec. 7

why consumers desire unusual and novel consumption experiences and voluntarily choose leisure activities, vacations, and celebrations that are predicted to be less pleasurable. For example, View Details
Keywords: Sean Silverthorne
  • 09 Feb 2012
  • Sharpening Your Skills

Sharpening Your Skills: Online Marketing

benefit merchants through advertising, simply by informing consumers of a merchant's existence via e-mail. For some merchants, the benefits of offering discount vouchers are sharply reduced if individual customers buy multiple vouchers.... View Details
Keywords: Re: Multiple Faculty; Technology
  • 2009
  • Working Paper

Gray Markets and Multinational Transfer Pricing

By: Romana L. Autrey and Francesco Bova
Gray markets arise when a manufacturer's products are sold outside of its authorized channels, for instance when goods designated for a foreign market are resold domestically. One method multinationals use to combat gray markets is to increase internal transfer prices... View Details
Keywords: Price; Multinational Firms and Management; Demand and Consumers; Distribution Channels; Business and Government Relations; Sales; Competitive Strategy
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  • July 2025
  • Module Note

Supply and Demand for Strategists

By: Quan Le, Quan Le and Quan Le
This module note introduces students to the foundational microeconomic principles of supply and demand. It uses the example of an aluminum plant (specifically, production quantity and shutdown decisions) to discuss short-run vs. long-run decisions, marginal costs, sunk... View Details
Keywords: Business Exit or Shutdown; Business or Company Management; Business Strategy; Competition; Competitive Advantage; Cost of Capital; Cost vs Benefits; Decision Making; Decisions; Demand and Consumers; Economics; Economic Systems; For-Profit Firms; Market Entry and Exit; Market Participation; Markets; Metals and Minerals; Microeconomics; Price; Revenue; Strategy; Supply and Industry; Manufacturing Industry
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  • 09 Jun 2015
  • First Look

First Look: June 9, 2015

beneficial effect reverses (i.e., cost transparency backfires) when it is revealed that a firm's profit margins are high relative to those of its competitors. Download working paper:... View Details
Keywords: Sean Silverthorne
  • 25 Apr 2017
  • First Look

First Look at New Research, April 25

understood. We model how consumers choose video content provision among over-the-air (OTA), paid subscription to cable or satellite, and online streaming (also known as over-the-top or OTT). We apply our... View Details
Keywords: Sean Silverthorne
  • November 1998
  • Case

Wegmans Food Markets: Diabetes Counseling

By: Ray A. Goldberg, David E. Bell and Ann Leamon
Danny Wegman, president of Wegmans Food Markets, is trying to decide how to evaluate the success of a nutrition-counseling program for diabetics, and whether and how to expand the program beyond the two stores currently involved. Wegmans, with 57 stores and $2.3... View Details
Keywords: Performance Evaluation; Expansion; Programs; Human Needs; Financial Management; Health Care and Treatment; Nutrition; Consumer Behavior; Pharmaceutical Industry; Food and Beverage Industry
Related
  • May 2020
  • Teaching Note

Shiseido: Reinvesting in Brand

By: Jill Avery
Teaching Note for HBS Case No. 519-026. Shiseido was in the midst of a six year corporate turnaround, trying to reverse the effects of decades of under-investment in R&D and marketing that had led to a vicious cycle of declining customer support and brand value. Would... View Details
Keywords: Brand Management; Marketing ROI; Brand Portfolio Strategy; Growth Strategy; Marketing; Marketing Strategy; Brands and Branding; Growth and Development Strategy; Consumer Products Industry; Consumer Products Industry; Japan; Asia
Related
  • April 2019
  • Article

Internalizing Global Value Chains: A Firm-Level Analysis

By: Laura Alfaro, Pol Antràs, Davin Chor and Paola Conconi
In recent decades, advances in information and communication technology and falling trade barriers have led firms to retain within their boundaries and in their domestic economies only a subset of their production stages. A key decision facing firms worldwide is the... View Details
Keywords: Global Value Chains; Sequential Production; Incomplete Contracts; Demand and Consumers; Customer Value and Value Chain; Globalization
Related
  • 2017
  • Working Paper

Internalizing Global Value Chains: A Firm-Level Analysis

By: Laura Alfaro, Pol Antràs, Davin Chor and Paola Conconi
In recent decades, advances in information and communication technology and falling trade barriers have led firms to retain within their boundaries and in their domestic economies only a subset of their production stages. A key decision facing firms worldwide is the... View Details
Keywords: Global Value Chains; Sequential Production; Incomplete Contracts; Demand and Consumers; Customer Value and Value Chain; Globalization
Related
  • 01 Apr 2024
  • In Practice

Navigating the Mood of Customers Weary of Price Hikes

Inflation remains front and center for consumers and businesses, which continue to reel from the double-digit rise in prices during the COVID-19 pandemic and the interest rate hikes designed View Details
Keywords: by Rachel Layne; Consumer Products; Consumer Products
  • 02 Feb 2015
  • Research & Ideas

Disruptors Sell What Customers Want and Let Competitors Sell What They Don’t

Over the past two decades, entire industries have been disrupted by Internet competitors who "unbundled" their content and delivered it to consumers in new ways. Newspapers lost out View Details
Keywords: by Michael Blanding
  • 19 Oct 2009
  • Research & Ideas

Why Are Web Sites So Confusing?

stories. Indeed, all of these intermediaries are in the business of matching consumers with products. Trouble is, prior to visiting an intermediary, consumers are interested... View Details
Keywords: by Andrei Hagiu & Bruno Jullien
  • 20 Mar 2007
  • First Look

First Look: March 20, 2007

model to establish these interrelationships at a firm level. Using publicly available financial data we estimate the six causal effects among sales, inventory, and gross margin. Our results show that sales, inventory, and gross View Details
Keywords: Martha Lagace
  • 23 Oct 2018
  • First Look

New Research and Ideas, October 23, 2018

social issues unrelated to their core business, ranging from environmental issues to LGBT rights and race relations. In the first study of this phenomenon, we implement two field experiments View Details
Keywords: Dina Gerdeman
  • 2025
  • Working Paper

Residential Battery Storage - Reshaping The Way We Do Electricity

By: Christian Kaps and Serguei Netessine
In this paper, we aim to understand when private households invest in behind-the-meter battery storage next to rooftop solar and how those batteries impact households, the electricity market, and emissions. We answer three main research questions: 1) When do customers... View Details
Keywords: Solar Power; Energy Storage; Technology And Innovation Management; Energy; Energy Policy; Renewable Energy; Technological Innovation; Innovation and Management; Energy Industry
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  • 12 Nov 2008
  • First Look

First Look: November 12, 2008

interested in understanding how gender plays out in negotiations that take place within organizations? Do we start with women and men and explore their individual differences in thought, motivation, style, appetite for risk, and View Details
Keywords: Martha Lagace
  • 24 Mar 2008
  • Research & Ideas

Reducing Risk with Online Advertising

merchants with these same marketing programs. Q: How should consumers protect themselves from potential fraud? A: It's highly desirable to keep your computer free of the sorts of bad software that I've... View Details
Keywords: by Martha Lagace; Video Game; Web Services
  • 27 Aug 2013
  • First Look

First Look: August 27

effect of connections is present both for authors who began writing for a media outlet before and after the book release. We then investigate other determinants of expert reviews. Relative to consumer... View Details
Keywords: Sean Silverthorne