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Show Results For
- All HBS Web
(166)
- News (26)
- Research (130)
- Multimedia (3)
- Faculty Publications (48)
- 09 Aug 2011
- News
A Toast to Macchu Pisco
Business Plan Contest, I did a marketing independent study on how to launch a premium pisco brand in the United States. We entered a plan in the contest and were semi-finalists. The alumni I contacted during... View Details
- 23 Sep 2013
- Research & Ideas
Status: When and Why It Matters
evidence that buyers are willing to place a premium on status, holding constant quality and the reputation for quality." What sounds easy in theory may be difficult in practice, however: "Look around and you may be hard-pressed... View Details
Keywords: by Dina Gerdeman
- 17 Jul 2020
- News
Support System
a B2B company that supplied bulk shea butter to brands and distributors. Akuete initially started down a different career path, having taken a job at JPMorgan Chase after business school. But when her mother became ill in 2015, Akuete... View Details
Keywords: Maureen Harmon
- 02 Apr 2008
- Research & Ideas
Four Companies that Conquered America
demanding market for almost everything from oil to microprocessors to premium coffee. Companies around the world aspire to do business in the U.S., or at least with U.S. companies in their home markets. By doing so, they learn much about... View Details
Keywords: by John Quelch
- 01 Dec 2016
- News
Case Study: Sweat the Technique
version first. Launch it to test real demand and to better understand usage patterns and segments. If it is successful, raising more capital for developing the digital shouldn’t be a problem. You can then position a more sophisticated digital version as a View Details
Keywords: Dan Morrell
- 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
- 01 Dec 2016
- News
Carving a Niche
strategy for building Faction embraces that aura of distinction (“for the few” is one tagline) while leveraging several key retailing trends. “The average size of an interesting, exciting brand is smaller and more View Details
Keywords: Julia Hanna
- Profile
Darrin Rahn
Farmers of America. "My brothers and I [Darrin is the middle child of five] wanted to start a business as an FFA project," Darrin explains. "Making and selling hay to local livestock farmers was the original business idea. As the business grew, we began... View Details
Keywords: CPG
- 13 Apr 2015
- Research & Ideas
3 Ways Firms Can Profit From Environmental Investments
In the course of her work, Rebecca Henderson meets business executives who don't address the threat of climate change because they don't believe that it exists. Her recommendation: They should consider investments in environmental sustainability anyway, assuming that... View Details
- 15 Feb 2023
- Blog Post
Creating Emerging Markets Sustainability Series - Closing the ‘Intention-Action’ Gap
Review entitled “The Elusive Green Consumer” in fact describes findings suggesting that while “65% [of consumers] said they want to buy purpose-driven brands that advocate sustainability, only about 26% actually do so.” The authors... View Details
- 29 Sep 2015
- First Look
September 29, 2015
as early as possible during EHR optimization. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=49754 2015 Journal of Product & Brand Management The Nobel Prize: The Identity of a Corporate Heritage View Details
Keywords: Sean Silverthorne
- 28 May 2019
- News
Case Study: Building the Base
needs to grow to around 50,000 subscribers to show traction. Of course, his current subscribers would like a more premium offering, which might draw in more users. But this is the classic entrepreneur’s dilemma: If the base product cannot... View Details
- Profile
Adam Kanner
teams struggle to fill seats for the 41 home dates. In order to fill those seats without giving away tickets, and thus cheapening the franchise’s brand, Kanner had to navigate that difficult route and find ways to move tickets without undermining the season-ticket... View Details
- 19 Dec 2017
- First Look
New Research and Ideas, December 19, 2017
wines. Making matters more difficult, organic winemaking required a sophisticated understanding of complex environmental and chemical processes in the vineyard and winery, and organic wines typically did not command a premium in the... View Details
Keywords: Carmen Nobel
- 05 Jan 2009
- Research & Ideas
Most Popular Articles and Working Papers 2008
Marketing Metaphoria. Q&A and book excerpt. 14. Starbucks' Lessons for Premium Brands After building a great franchise offering a unique customer experience, Starbucks diluted its View Details
Keywords: by Staff
- 12 Apr 2012
- News
HBS Welcomes Eleven Alumni Startups
Lema21.com.br will offer fashionable, quality eyewear products for a revolutionary price via an online retail channel. We also will focus on social sustainability to empower less fortunate individuals. mid-atlantic us Knock out!® is a View Details
- 02 Apr 2013
- First Look
First Look: April 2
ventures. In the 1970s and 80s, the iconic "Juan Valdez" ingredient brand was the most recognized in the world of coffee. The success of advertising based on this character garnered the Colombian coffee industry price View Details
Keywords: Sean Silverthorne
- 19 Jul 2016
- First Look
July 19, 2016
Climate had to convince farmers to subscribe to and pay for premium offerings. The case describes Climate's technology approach, product offerings, marketing plans, and the competitive environment for "digital agriculture." Purchase this... View Details
Keywords: Sean Silverthorne
- 01 Nov 2016
- First Look
First Look - November 1, 2016
Leveraging Digital Opportunities: Research, Industry Practice, and Open Questions Luxury Branding Research: New Perspectives and Future Priorities By: Keinan, Anat, Sandrine Crener-Ricard, and Silvia Bellezza Abstract—Several major trends... View Details
Keywords: Sean Silverthorne
- 20 Sep 2016
- First Look
September 20, 2016
growth of Southeast Asian low-cost carriers on the one hand, to the expansion of premium Gulf carriers on the other. The company, therefore, decided to launch a low-cost airline of its own called Scoot, the fourth View Details
Keywords: Sean Silverthorne