Publications

March 2008 (Revised June 2008)
Case

Sirtris Pharmaceuticals: Living Healthier, Longer

Describes a set of key strategic decisions facing the scientific founder and CEO of a promising, early stage bio-pharmaceuticals company. Should the company establish a proposed alliance with a pharmaceutical firm? Should it create a nutraceuticals business in parallel... View Details

Keywords: Business Startups; Decision Choices and Conditions; Entrepreneurship; Growth and Development Strategy; Risk Management; Brands and Branding; Pharmaceutical Industry

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

07 Apr 2003
What Do You Think?

Should Global Business Initiatives Be Devalued?

national brand? Who's responsible for a country's national brand? To what extent is it an important factor in determining the general success of global business initiatives? If it plays a critical role, to what degree should the world's business leaders be involved in... View Details

Keywords: by James Heskett

19 Jul 2023
News

How to Effectively Market Green Products

01 Mar 2009
News

More Alumni Books

Growing Up with Harry: Stories of Character by Sherman Baldwin (MBA ’97) (iUniverse) How You( ) Are Like Shampoo for Job Seekers: The Proven Personal Branding System to Help You Succeed in Any Interview and Secure the Job of Your Dreams... View Details

Keywords: Publishing Industries (except Internet); Information

01 Dec 2003
News

Nonprofits: Choosing a Path for Growth

conducive to protecting the organization’s brand and reputation and coordinating overall strategy and operations. A high degree of control might be particularly desirable when the program being implemented... View Details

June 2010 (Revised January 2012)
Case

Blue Man Group: Creativity, Life and Surviving an Economic Meltdown

In 2008, Blue Man Group's three co-founders are facing the prospect of losing not just a business but a way of life they have built together. The case follows the story of Chris Wink, Matt Goldman, and Phil Stanton as they pursue their creative passion and build the... View Details

Keywords: Arts; Financial Crisis; Entrepreneurship; Crisis Management; Growth and Development Strategy; Brands and Branding; Personal Development and Career; Creativity; Entertainment and Recreation Industry

February 2003 (Revised April 2003)
Case

Brioni

By: David E. Bell

Should Brioni, an internationally known, exclusive men's suit manufacturer and retailer extend its line to include women's apparel? The opportunity is to enter a much larger and profitable market. The dangers are: 1) compromising the existing image, and 2) failing to... View Details

Keywords: Brands and Branding; Segmentation; Expansion; Profit; Risk Management; Demand and Consumers; Fashion Industry

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

Find at Harvard

28 Aug 2018
First Look

New Research and Ideas, August 28, 2018

periods 1970–89 and 2000–15, patenting in the current period has been primarily by entrant assignees, with the exception of neural networks Download working paper: https://www.hbs.edu/faculty/Pages/item.aspx?num=54903 Harvard Business School Case 718-497 Earlham College... View Details

Keywords: Dina Gerdeman

Profile

Tessa Vacher-Desvernais

strategy simulations. The variety helps the learning stick with you and creates a lifelike sensation of being in the protagonist’s shoes.” In the short run, Tessa wants to apply the pragmatic approaches she learns to “build beautiful... View Details

Keywords: Retail/Hospitality; Financial Services

January 2021
Supplement

Bespoken Spirits: Disrupting Distilling

By: Benjamin C. Esty and Daniel Fisher

On October 7, 2020, Bespoken Spirits publicly announced it had received $2.6 million of seed funding for its “sustainable maturation process,” a process that could produce award-winning whiskeys in just days rather than years using a novel technology and data science. ... View Details

Keywords: Business Ventures; Business Strategy; Competitive Advantage; Disruption; Entrepreneurship; Environmental Sustainability; Cash Flow; Disruptive Innovation; Innovation Strategy; Brands and Branding; Business Model; Consumer Products Industry; Food and Beverage Industry; Service Industry; United States; California

August 1994 (Revised December 1996)
Case

Astra Sports, Inc. (B)

By: John A. Quelch

Astra executives meet to discuss their options with a Venezuelan company that, for seven years, manufactured and marketed athletic shoes under the Astra name without authorization from Astra. View Details

Keywords: Strategy; Crime and Corruption; Brands and Branding; Manufacturing Industry; Apparel and Accessories Industry; Sports Industry; Venezuela

February 2006
Case

Bumble and bumble: Building a Successful Business in Beauty and Fashion

By: Nancy F. Koehn and Erica Helms

Explores the creation and subsequent rise of Bumble and bumble, a trend-setting hair-care company. Analyzes the vision and achievements of the founding entrepreneur, Michael Gordon, and charts the evolution of the company within the $230 billion global beauty industry.... View Details

Keywords: Corporate Entrepreneurship; Brands and Branding; Mergers and Acquisitions; Business Strategy; Financial Condition; Business Growth and Maturation; Success; Distribution; Beauty and Cosmetics Industry; Fashion Industry