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  • 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
  • 12 May 2015
  • Blog Post

Just Starting to Recruit?

Whether you are looking to hire a current MBA student or an alumnus, getting started is easy. Discover ways to meet and engage with talent at HBS. 1) Contact us - Design a personalized recruiting strategy with a team member in our office... View Details
Keywords: All Industries
  • October 2000 (Revised November 2005)
  • Case

Hilton HHonors Worldwide: Loyalty Wars

By: John A. Deighton and Stowe Shoemaker
Hilton Hotels regards the frequent guest program as the industry's most important marketing tool, directing marketing efforts at the heavy user. What is Hilton to do then, when a competitor ups the ante? This case illustrates the economics of frequency marketing in... View Details
Keywords: Customer Relationship Management; Decision Choices and Conditions; Brands and Branding; Competitive Strategy; Accommodations Industry
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  • 31 Dec 2012
  • Research & Ideas

Most Popular Stories of 2012

Published: March 5, 2012 The stuffy department store chain has become emboldened under new CEO Ron Johnson, with plans for an innovative store upgrade, simplified prices, and a brand polish. Professor Rajiv Lal discusses whether Johnson... View Details
Keywords: by Staff
  • October 2016 (Revised April 2018)
  • Case

JCPenney: Back in Business

By: Elie Ofek, K. Shelette Stewart and Christine Snively
In 2016, JCPenney was in the midst of a multi-year turnaround after coming dangerously close to bankruptcy. Under CEO Marvin Ellison, the company had identified three strategic objectives—a focus on omnichannel, private label goods, and increasing revenue per... View Details
Keywords: Retail; Customer Management; Omnichannel; Turnarounds; Private Label; Promotions; Marketing Strategy; Brands and Branding; Customer Relationship Management; Goals and Objectives; Competition; Retail Industry; United States
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  • Fast Answer

Sustainability in CPG and Retail

style="font-family: "Source Sans Pro", Helvetica, Arial, sans-serif; letter-spacing: 0.238px; background-color: rgb(252, 252, 252);">(HarvardKey). Chapter from Channel Strategies and Marketing Mix in a Connected World.... View Details
  • 01 Sep 2010
  • News

Fair Trade

company, only some brands were thought capable of being globalized. While Lux was a global giant, Unilever’s strategies with its other brands reflected a persistent belief in... View Details
Keywords: Garry Emmons; Chemical Manufacturing; Manufacturing; Health and Personal Care Stores; Retail Trade
  • May 1992 (Revised May 2002)
  • Case

NIKE in Transition (B): Phil Knight Returns

By: Christopher A. Bartlett
After returning to the CEO/COO job, Phil Knight makes changes to Nike's strategy, organization, and management between 1983 and 1987 aimed at making Nike more responsive to the market place. He takes cost-cutting measures, and experiments with several management and... View Details
Keywords: Change; Entrepreneurship; Cost Management; Growth and Development Strategy; Brands and Branding; Organizational Change and Adaptation; Business Strategy
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  • Article

A Brand's Eye View of Response Segmentation in Consumer Choice Behavior

By: Randolph E. Bucklin, Sunil Gupta and Sangman Han
Keywords: Brands and Branding; Segmentation; Decision Choices and Conditions; Customers; Behavior
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    Matt Higgins

    Matt Higgins is one of the preeminent venture investors in next-generation technology companies and beloved consumer brands. Created alongside Miami Dolphins owner Stephen Ross, RSE Ventures has built an expansive multi-billion-dollar investment portfolio of over 100... View Details
    Keywords: Consumer Products & Packaged Goods;#60;#Services
    • November 2002 (Revised February 2009)
    • Teaching Note

    Value Retail (TN)

    By: Arthur I Segel and Ani M Vartanian
    Teaching Note for (9-803-008). View Details
    Keywords: Investment; Risk and Uncertainty; Performance Effectiveness; Brands and Branding; Planning; Strategy; Luxury; Milan
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    • 29 Jan 2025
    • Blog Post

    Finding Professional Purpose: Building an Impactful Career that Reflects your Values with Lisa Tanzer (MBA 1993)

    support one another, no matter where they are in their careers, has been remarkable. After graduating, I started my marketing career in Gillette’s brand management training program. I was excited to combine analytical rigor with creative... View Details
    • September 2000
    • Case

    Intellectual Property Exchange (A), The

    By: Lynda M. Applegate and Gavin Clarkson
    As the marketplace for intellectual assets explodes, the mechanisms for liquidity and exchange have not kept pace. Bryan Benoit, partner at PricewaterhouseCoopers (PwC), believes that he has a solution. Working initially with a shoestring development budget, he has... View Details
    Keywords: Global Strategy; Intellectual Property; Knowledge Management; Brands and Branding; Problems and Challenges; Networks; Internet
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    • Web

    Online Entrepreneurial Marketing Course | HBS Online

    purchasing decisions Understand the importance of brand-building and the key components of an effective brand Build a media strategy across paid, earned, and owned channels Evaluate and identify growth... View Details
    • August 2011
    • Supplement

    John Fahey, President and CEO of National Geographic Society, In-Class Comments, 2/11/11

    By: David Garvin
    In January 2010, John Fahey, president, CEO, and chairman of the board of trustees' executive committee of the Washington, D.C.-based National Geographic Society (NGS), must decide how best to organize the 121-year old mission-driven organization for a world of... View Details
    Keywords: Transformation; Leadership Style; Business or Company Management; Brands and Branding; Sales; Environmental Sustainability; Business Strategy; Web Sites; Publishing Industry; Washington (state, US)
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    • 03 Dec 2007
    • Research & Ideas

    Authenticity over Exaggeration: The New Rule in Advertising

    girls reveal insecurities about their looks, showing the harm done by unrealistic standards set by the industry. (Dove is also the subject of a new case by Deighton.) “Authenticity becomes a much more desirable property than exaggeration.” "The story of Dove is one of... View Details
    Keywords: by Julia Hanna; Publishing; Advertising
    • 16 Jun 2003
    • Research & Ideas

    Researchers Contribute Globalization of Markets Papers

    in market outcomes." Rooting Marketing Strategy in Human Universals Global and local marketing efforts run at the opposite sides of the spectrum, and both "ignore crucial aspects of consumer behavior," argue HBS professors... View Details
    Keywords: by Working Knowledge editors
    • 31 Jan 2005
    • Research & Ideas

    Rethinking Marketing’s Conventional Wisdom

    Take another piece of conventional wisdom: Brands need to have a consistent brand message. In the United States, BMW is a relatively new brand, some thirty or forty years old in terms of its American... View Details
    Keywords: by Garry Emmons; Service
    • 26 Jul 2016
    • News

    Alumni Capture the Essence of Pokemon GO Craze

    can be derived from the phenomenon. To gather alumni thoughts and takeaways, we went on social media with a question: “How can other brands replicate the breakout success of Pokemon GO or can they?” Here are a sampling of their responses:... View Details
    Keywords: Arts, Entertainment
    • 10 Jan 2020
    • Blog Post

    Know Your Audience - Recruiting HBS Students for Retail

    a meaty discussion of what the role would really look like day to day.” Renee also noted that company site visits are a recruiting strategy used more commonly by retailers than other industries. While the student academic schedules limit... View Details
    Keywords: Consumer Products / Retail