Publications

June 2009 (Revised November 2010)
Case

HTC Corp. in 2009

By: David B. Yoffie and Renee Kim

Taiwan-based HTC Corp. had emerged as the world's fourth largest smartphone manufacturer by 2009. CEO Peter Chou was extremely proud of the remarkable achievements his company had made over the last 12 years since starting off as an unknown manufacturer of PDAs for... View Details

Keywords: Global Strategy; Growth and Development Strategy; Brands and Branding; Product Positioning; Competitive Advantage; Mobile Technology; Telecommunications Industry; Taiwan

Web

Marketing - HBS Online

New Credential of Digital Innovation and Strategy Build the skill set and strategic acumen to compete in the digital world through a combination of forward-looking coursework, unique team activities with a diverse global network, and a... View Details

December 1998
Case

NHL 1998: "The Coolest Game in Nagano"

By: Stephen A. Greyser and Kirk A. Goldman

Explores the National Hockey League's participation in the 1998 Winter Olympics, for which a "winter break" was taken from the regular schedule. The benefits and risks associated with the NHL's Olympic participation are one specific focus. In addition, the case address... View Details

Keywords: Risk Management; Brands and Branding; Marketing Communications; Opportunities; Competitive Strategy; Expansion

April 8, 2024
Article

Loyalty Programs May Limit Competition, and They Could Be Pushing Prices up for Everyone

By: Alexandru Nichifor and Scott Duke Kominers

Keywords: Customer Focus and Relationships; Competitive Strategy; Consumer Behavior; Brands and Branding

Read Now

December 2008
Case

Taylor Fresh Foods

By: David E. Bell, Natalie Kindred and Mary Louise Shelman

In 13 years, Bruce Taylor had built Taylor Fresh Foods into a $1 billion company and the top supplier of salads to the U.S. food service industry and to supermarket deli departments. In 2008, he was convinced that the time was right to make a big push in the fresh food... View Details

Keywords: Food; Brands and Branding; Demand and Consumers; Supply Chain Management; Competition; Expansion; Agriculture and Agribusiness Industry; United States

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

01 Mar 2015
News

Cracking Conferences

New York’s World Business Forum? Margaret Molloy (MBA 2000), frequent conference-goer and global chief marketing officer and head of business development at Siegel+Gale, a global strategic branding firm, has developed a few go-to View Details

Keywords: Julia Hanna; Advertising, Public Relations, and Related Services; Professional Services

January 2009 (Revised February 2010)
Case

Gucci Group in 2009

By: David B. Yoffie and Renee Kim

The Gucci Group had transformed itself into the world's third largest luxury retailer with multiple brands. The company had performed well even after the departure of star designer Tom Ford and former CEO Domenico De Sole. However, the challenging global economic times... View Details

Keywords: Financial Crisis; Brands and Branding; Organizational Change and Adaptation; Luxury; Corporate Strategy; Apparel and Accessories Industry; Retail Industry

November 2009
Teaching Note

HTC Corp. in 2009 (TN)

By: David B. Yoffie

Teaching Note for [709466]. View Details

Keywords: Competition; Decisions; Brands and Branding; Customer Value and Value Chain; Telecommunications Industry; Taiwan

28 Oct 2019
Research & Ideas

Brick-and-Mortar Stores Are Making a Comeback

retail. Q: What’s different about the physical storefront in this renaissance of retail? Jill Avery: There’s a lot of experimentation around what a store is and what it could do. In this new worldview, a store has to create a branded... View Details

Keywords: by Jen McFarland Flint; Retail

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

Jon Staff

Consumer brand building - Mission/vision/values development and adherence - Co-founder and early stage team building - DTC marketing - Go-to-market strategies - Hospitality startups - Real estate businesses... View Details

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

June 2009
Supplement

Mary Kay Inc.: Asian Market Entry (B)

By: John A. Quelch

By 2008, over half of Mary Kay Cosmetics' $2.8 billion sales were from outside the U.S. Sales from China exceeded $500 million in 2008 through over 450,000 beauty consultants. China was Mary Kay Cosmetics' second most important national market with revenues growing at... View Details

Keywords: Global Strategy; Growth and Development Strategy; Brands and Branding; Emerging Markets; Market Entry and Exit; Beauty and Cosmetics Industry; Asia; China

February 2014 (Revised August 2014)
Case

The Michelin Restaurant Guide: Charting a New Course

By: Mukti Khaire, Elena Corsi and Jerome Lenhardt

Created in 1900 by the tire manufacturer Michelin, the Michelin Restaurant Guide was widely considered the international benchmark of food rating, and, by 2013, boasted paper editions in 23 countries, and had recently expanded to the United States and Asia. Paper sales... View Details

30 Sep 2002
Research & Ideas

Use the Psychology of Pricing To Keep Customers Returning

Dilip Soman, we look at how different pricing strategies affect the consumption of a product. We find that people are more likely to consume a product when they feel "out of pocket." When the price paid for a product is very... View Details

Keywords: by Manda Mahoney

August 1999 (Revised October 1999)
Case

RCA Records: The Digital Revolution

By: Jeffrey F. Rayport, Carin-Isabel Knoop and Cate Reavis

In 1995, Bertelsmann-owned RCA Records was considered a "tired and old" record label. By 1999, the company represented a number of the "hottest" acts in the music industry. Nevertheless, the company's position (as well as that of the entire music industry) was under... View Details

Keywords: Brands and Branding; Business Model; Competition; Corporate Strategy; Internet and the Web; Change Management; Marketing Strategy; Music Industry; Entertainment and Recreation Industry; United States

Find at Harvard

November 2003
Supplement

P&G Japan: The SK-II Globalization Project

By: Christopher A. Bartlett

Paolo de Cesare and A.G. Lafley review the strategic and organizational challenges they face in deciding whether to make the prestigious Japanese beauty product, SK-II, a global brand. In a three-part videotaped interview, they discuss the challenges, reveal the... View Details

Keywords: Globalization; Brands and Branding; Organizational Structure; Strategy; Decision Choices and Conditions; Beauty and Cosmetics Industry; Consumer Products Industry; Japan

September 1981 (Revised September 1986)
Case

Steinway & Sons

By: David A. Garvin

Considers whether Steinway should reintroduce a long-discontinued product line to meet competition from the Japanese. Raises the issue of just how quality is defined in this market. Looks closely at a production process relying on craft skills. Students have the... View Details

Keywords: Experience and Expertise; Brands and Branding; Production; Quality; Competition