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  • January 2015 (Revised November 2016)
  • Case

La Martina: Leveraging Polo's Luxury Lifestyle

By: Anat Keinan, Maria Fernanda Miguel and Sandrine Crener
Founded in 1984 in Buenos Aires, Argentina, La Martina has grown from a high-end polo equipment company into a global fashion brand with operations in 56 countries. Polo, which is not only a sport but also a way of life, is at the core of the brand DNA. Polo is a... View Details
Keywords: Luxury Brand; Digital Marketing; Premium Brands; Fashion; Leather Goods; Retail; Globalization; Brand Positioning; Brand Extension; Lifestyle Brand; Growth Strategy; Polo; Entrepreneurship; Family Business; Brand Partnerships; Business Model; Product Positioning; Diversification; Luxury; Sports; Brands and Branding; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Buenos Aires
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  • August 2022 (Revised October 2022)
  • Case

Sian Flowers: Fresher by Sea?

By: Willy C. Shih, Michael W. Toffel and Pippa Tubman Armerding
The setting for this case is the Sian Flowers, a company headquartered in Kitengela, Kenya that exports roses to predominantly Europe. Because cut flowers have a limited shelf life and consumers want them to retain their appearance for as long as possible, Sian or its... View Details
Keywords: Supply Chain; Supply Chains; Sustainability; Sustainable Agriculture; Sustainability Reporting; Carbon Emissions; Supply Chain Management; Quality; Ship Transportation; Cost Management; Agriculture and Agribusiness Industry; Africa; Kenya; Netherlands; Europe
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    Rohit Deshpande

    Rohit Deshpandé is a Baker Foundation Professor and Sebastian S. Kresge Professor of Marketing, Emeritus at Harvard Business School, where he has been teaching in the Advanced Management Program,... View Details

    Keywords: marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry
    • 2020
    • Case

    Brightline: Targeting a Successful Future with High Speed Rail

    By: Andrew J. Hoffman
    High-speed rail (HSR) is a high-performance transportation technology that is time competitive with airplanes and automobiles, and is an environmentally preferable alternative due to its low carbon dioxide emissions. Brightline is a Florida HSR system in Phase II of... View Details
    Keywords: Environmental Sustainability; Marketing Strategy; Segmentation; Transportation Industry
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    • Research Summary

    Utilizing Display, Feature and Price Promotions: Getting the Biggest Bang for the Buck

    Firms are continuously looking for more efficient ways to influence consumers to purchase their brand. Professor Lemon is conducting research to understand what motivates consumers' purchases of products and services. Her research suggests new strategies for category... View Details
    • May 2009
    • Article

    Customer-Based Valuation

    By: Sunil Gupta
    Customer lifetime value (CLV) has emerged as an important metric to manage and grow customers. Marketing scholars have written many books and articles on this topic. However, most of this research has focused on tactical marketing decisions. While this is important, it... View Details
    Keywords: Customers; Valuation
    Related
    • 26 Feb 2019
    • HBS Seminar

    Christopher Hsee, University of Chicago Booth School of Business

    • 21 Nov 2022
    • Research & Ideas

    Buy Now, Pay Later: How Retail's Hot Feature Hurts Low-Income Shoppers

    $100 for the item, plus shipping, plus taxes. Now, the bill [for the first installment] says $25. You say, ‘OK, now I'm going to buy it for sure.’” Consumers spend more with BNPL BPNL credit burst onto the... View Details
    Keywords: by Rachel Layne; Retail; Financial Services; Technology
    • November 2001 (Revised July 2011)
    • Case

    Grupo Elektra

    By: David J. Arnold, Gustavo Herrero and Luiz Felipe Monteiro
    Grupo Elektra is Latin America's largest consumer finance company based on credit sales in its hard goods retail outlets. It has started to internationalize in Latin America but now must to decide whether to enter the U.S. Hispanic market and which of its two core... View Details
    Keywords: Decision Choices and Conditions; Emerging Markets; Global Strategy; Financial Services Industry; Retail Industry; Latin America; United States; Mexico
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    • 2001
    • Case

    Analog Devices (B)

    By: Vijay Govindarajan, Chris Trimble and Jesse Johnson
    In 2000, ADI posted an unprecedented 78 percent growth rate. Their participation was growing in new consumer markets (electronics and communications) with shorter life cycles and high volatility. ADI had to rethink their scorecard for more dynamic environments. View Details
    Keywords: Adaptation; Business Strategy
    Related
    • 17 May 2022
    • News

    Robert F. Lanzillotti Prize for Assistant Professor Alex MacKay

    • October 2021 (Revised December 2021)
    • Case

    PhonePe: Democratizing Payments in India

    By: Michael Chu and Rachna Tahilyani
    The co-founders of PhonePe, India’s leading digital payment platform are considering pursuing various growth opportunities in a huge country just entering the digital age. In a highly competitive industry, the founders are keenly aware that making the right choices is... View Details
    Keywords: Digital Platform; Digital Banking; Business Strategy; Growth and Development Strategy; Decision Choices and Conditions; Corporate Entrepreneurship; Digital Platforms; Financial Services Industry; Asia; India
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    • June 2011 (Revised June 2012)
    • Case

    Sephora Direct: Investing in Social Media, Video, and Mobile

    By: Elie Ofek and Alison Berkley Wagonfeld
    Julie Bornstein, senior vice president of Sephora Direct, is seeking to double her budget for social media and other digital marketing initiatives for 2011. A number of digital efforts implemented in the past two years seem to be bearing fruit and there is a desire to... View Details
    Keywords: History; Leadership; Marketing Strategy; Marketing; Emerging Markets; Investment Return; Investment Funds; Budgets and Budgeting
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    • 26 Jan 2013
    • News

    The Next Boom

    • 20 Oct 2003
    • Research & Ideas

    Gaps in the Historical Record: Development of the Electronics Industry

    the world's foremost commercializer of products of new technologies in consumer electronics including the Walkman, Triton Color TV, the VCR, the CD (and CD-ROM), and the DVD. Matsushita became the industry's most successful firm in... View Details
    Keywords: by Alfred D. Chandler Jr.; Consumer Products
    • August 1973 (Revised September 1986)
    • Case

    DAAG Europe (A)

    By: Francis Aguilar
    Company must decide whether to raise prices and tighten consumer credit in light of its strategy to rationalize production, introduce a new line of model elevators and increase its market share. Points up the interrelationships of the different functional areas within... View Details
    Keywords: Change; Credit; Price; Policy; Business or Company Management; Marketing Strategy; Product Launch; Business Strategy; Industrial Products Industry; Europe
    Related
    • Research Summary

    Moving Beyond Direct-to-Consumer

    By: Leonard A. Schlesinger

    Changing consumer behaviors have redefined what it means to be direct to consumer ("DTC"). What once began online a decade ago as a distribution and disintermediation strategy has since evolved into a multifaceted approach for the modern-day brand.

    The... View Details

    • November 2004 (Revised May 2005)
    • Case

    Marvel Enterprises, Inc.

    By: Anita Elberse
    The management team of Marvel Enterprises, known for its universe of superhero characters that includes Spider-Man, the Hulk, and X-Men, must reevaluate its marketing strategy. In June 2004, only six years after the company emerged from bankruptcy, Marvel has amassed a... View Details
    Keywords: Intellectual Property; Business Model; Brands and Branding; Marketing Strategy; Opportunities; Growth and Development Strategy; Rights; Entertainment and Recreation Industry
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      V. Kasturi Rangan

      Kash Rangan is the Malcolm P. McNair Professor of Marketing at the Harvard Business School. Formerly the chairman of the Marketing Department (1998-2002), he is now the co-chairman of the school's Social Enterprise Initiative. He has taught in a wide variety of MBA... View Details

      Keywords: consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products
      • Research Summary

      Simultaneous Distinction, Democratization and Omnivorism Effects: A Longitudinal Analysis of Dynamic Symbolic Boundaries in Counterfeit Consumption Networks

      Sociologists have long examined the interactive relationship between social structure, taste and power.  This literature has overwhelmingly fallen into three, ostensibly competing, theoretical “camps”: Distinction, where high-status consumers use... View Details