Publications

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

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

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

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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01 Mar 2012
News

Alumni Book Briefs

'75) ((Amazon Digital Services)) Frank Batten: The Untold Story of the Founder of the Weather Channel by Connie M. Sage ((University of Virginia Press)) Smarter Branding without Breaking the Bank: Five Proven Marketing View Details

Keywords: Publishing Industries (except Internet); Information

01 Dec 2008
News

Alumni Books

support a coherent business strategy. The successful execution of this strategy has made KFC China the industry leader in growth, profitability, market share, and brand recognition in the world’s... View Details

Keywords: Securities, Commodities, and Other Financial Investments; Finance; Food Services and Drinking Places; Hospitality; Transportation Equipment Manufacturing; Manufacturing

21 Jul 2008
Research & Ideas

Solving the Marketing Resources Allocation Puzzle

to create a framework to help managers think about their allocation challenges. The result was published in a recent paper, "Allocating Marketing Resources". Brand managers can be confronted with a complex, daunting task, the authors... View Details

Keywords: by Sean Silverthorne

23 May 2017
First Look

First Look at New Ideas and Research: May 23, 2017

https://www.hbs.edu/faculty/Pages/item.aspx?num=52650 Reinventing the American Wine Industry: Marketing Strategies and the Construction of Wine Culture By: Hisano, Ai Abstract—This working paper examines the remarkable growth of wine... View Details

Keywords: Carmen Nobel

January 2008
Article

The Value of a Broader Product Portfolio

By: Bharat Anand

The mantra "Every product must stand on its own bottom line" may no longer be the one to chant. Nowadays, broadening your portfolio can increase both your chances of a big win and the benefit your other products can get from a hit's popularity. View Details

Keywords: Brands and Branding; Product Development; Expansion; Value Creation

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November 2015
Case

Wynton Marsalis & Jazz at Lincoln Center

By: Rohit Deshpandé

Under the leadership of artistic director Wynton Marsalis, Jazz at Lincoln Center (JALC) hosts performances and education events year-round for audiences in New York and across the United States. Despite the popularity of JALC's events, however, the U.S. audience for... View Details

Keywords: Nonprofit Organizations; Management; Music Entertainment; Marketing; Brands and Branding; Growth and Development Strategy; Music Industry

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

May 2000
Supplement

Launching the BMW Z3 Roadster

By: Robert J. Dolan and Susan M. Fournier

Contains two BMW Z3 television commercials used at launch, a Jay Leno Tonight Show segment, a Bryant Gumbel Today Show segment, Central Park PR event coverage, and Go: An American Road Story (promotional video from BMW). View Details

Keywords: Marketing Communications; Marketing Strategy; Brands and Branding; Product Launch; Product Positioning; Auto Industry

22 Sep 2003
Research & Ideas

When Protestors Knock at Your Door

attack is about, and what business the firm is engaged in. We discuss these different strategies in the article. In general, though, it's risky for the firm to ignore the activists' protests entirely. At a minimum, they need to understand... View Details

Keywords: by Cynthia Churchwell

01 Oct 2008
Research & Ideas

How Much Time Should CEOs Devote to Customers?

business and the company's strategy. In a service business like Tesco's, the health of the brand depends heavily on the quality of the millions of daily transactions between shoppers and staff. Motivating the front-line personnel is... View Details

Keywords: by John Quelch

Web

A Marketing Revolution - The Art of American Advertising

Clubs Faculty & Research Business & Environment Business History Christensen Center for Teaching & Learning Entrepreneurship Faculty & Research Global Healthcare HBS Working Knowledge Institute for Strategy & Competitiveness Leadership... View Details

June 2011
Background Note

It's a Social World

By: Stephen P. Bradley and Nancy Bartlett

Social media had fashioned the lives of individuals and communities by 2010, providing an opportunity and a challenge for companies of all sizes. This note provides background on various social media (e.g. social networks, forums, games and communication services) and... View Details

Keywords: Customer Relationship Management; Brands and Branding; Marketing Strategy; Media; Service Operations; Sales; Opportunities; Corporate Strategy; Web