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January 2015 (Revised November 2016)
Case

Stella McCartney

By: Anat Keinan and Sandrine Crener

Stella McCartney launched her own fashion house under her name in a partnership with the luxury conglomerate Kering as a 50/50 joint venture in 2001. A lifelong vegetarian, Stella McCartney does not use any leather or fur in her collections, which include women's... View Details

December 2014
Article

Second Thoughts About a Strategy Shift

By: Elie Ofek and Jill Avery

A retail guru attempts to reposition an established brand and introduce an entirely new pricing scheme. Early financial results from the strategic shift are not favorable. Based on the experience of U.S. retailer J.C. Penney, the piece raises fundamental questions... View Details

Keywords: Brand Management; Pricing Strategy; Retailing; Leadership; Price; Product Marketing; Brands and Branding; Retail Industry

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March 2022 (Revised July 2022)
Teaching Note

Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details

June 2023
Simulation

Artea Dashboard and Targeting Policy Evaluation

By: Ayelet Israeli and Eva Ascarza

Companies deploy A/B experiments to gain valuable insights about their customers in order to answer strategic business problems. In marketing, A/B tests are often used to evaluate marketing interventions intended to generate incremental outcomes for the firm. The Artea... View Details

January 2013
Case

Austal, Ltd. (A)

By: Willy C. Shih, Margaret Pierson and Dawn H. Lau

Austal, Ltd. was an Australian builder of high-speed passenger ferries. It had translated that expertise into a foothold in the defense market on the US Navy Littoral Combat Ship (LCS) program with an Alabama assembly facility. In January 2009 it had just completed... View Details

August 2015 (Revised March 2016)
Supplement

Rana Plaza (C): Primark and Victim Compensation

By: John A. Quelch and Margaret L. Rodriguez

Keywords: Labor Relations; Corporate Social Responsibility; Sustainability; International Marketing; Supply Chain Management; Corporate Social Responsibility and Impact; Marketing; Labor Unions; Environmental Sustainability; Globalized Markets and Industries

2018
Working Paper

Detecting Anomalies: The Relevance and Power of Standard Asset Pricing Tests

By: Malcolm Baker, Patrick Luo and Ryan Taliaferro

The two standard approaches for identifying capital market anomalies are cross-sectional coefficient tests, in the spirit of Fama and MacBeth (1973), and time-series intercept tests, in the spirit of Jensen (1968). A new signal can pass the first test, which we label a... View Details

Keywords: Investment Management; Anomalies; Portfolio Construction; Transaction Costs; Investment; Management; Asset Pricing; Market Transactions; Cost

November 2015 (Revised February 2016)
Case

Allianz Turkey: Focus on the Customer (A)

By: W. Earl Sasser and Gamze Yucaoglu

At the age of 39, Solmaz Altın took over the helm at Allianz Turkey. Solmaz quickly realized that, although the insurance market was thinly penetrated in Turkey, the company was operating in a very competitive environment with pressure on prices and, hence, cost... View Details

Keywords: Service Excellence; Customer Experience; Customer Service; Emerging Market; Customer Focus; Net Promoter Score; Customer Relationship Management; Competition; Leading Change; Service Operations; Emerging Markets; Customer Satisfaction; Insurance Industry; Turkey

2012
Teaching Note

Zhejiang Semir Garment Co., Ltd. (TN)

By: F. Warren McFarlan, Jie Jiao and Yuren Fang

With the rapid growth of China's economy and China's increasing integration into the global economy in the past two decades, China's leisure clothing and garment enterprises achieved a rapid rise and became an important competitive force confronting the foreign brands... View Details

Keywords: Business Model Innovation; Competitive Strategy; Management Controls; China; China

December 2022
Technical Note

Risks and Opportunities from the Transition to a Low Carbon Economy: A Business Analysis Framework

By: George Serafeim

The transition to a low carbon economy introduces many risks and opportunities for businesses. Risks emerge from regulatory actions, such as carbon taxes and cap and trade systems, technological innovation that develop alternatives for customers making existing... View Details

Keywords: Risk Assessment; Opportunities; Environmental Sustainability; Carbon Footprint; Risk Management; Competitive Dynamics; Business Analysis; Climate Change; Accounting; Finance; Valuation; Business and Shareholder Relations; Technological Innovation; Transition; Product Positioning; Renewable Energy; Analysis

May 16, 2016
Article

Food Safety Economics: The Cost of a Sick Customer

By: Dina Gerdeman and John A. Quelch

Chipotle Mexican Grill’s ongoing struggle to win customers back months after a contaminated food crisis highlights the challenges companies face with keeping food safe.

Chipotle has seen its shares tumble and recently reported its first-ever quarterly loss... View Details

March 2015 (Revised June 2015)
Case

Medalogix

By: Richard G. Hamermesh and Matthew G. Preble

This case examines an exciting new approach to health care that will help care providers identify when hospice services are the appropriate type of care for patients. The company, Medalogix, already has a product on the market that uses a proprietary algorithm to... View Details

Keywords: Health Care; Health Care Entrepreneurship; Health Care Services; Implementing Strategy; Dissemination; Innovation; Market Selection; Health; Health Care and Treatment; Analytics and Data Science; Marketing Strategy; Innovation and Management; Innovation Strategy; Health Industry; United States

December 2018 (Revised August 2019)
Case

Super Bowl Storytelling

By: Shelle Santana and Jill Avery

The one day a year when consumers not only tolerate but actually eagerly anticipate ads is during the NFL's Super Bowl. In sharp contrast to their behavior on the other 364 days of the year, consumers watch an average of 89 commercials per Super Bowl game for an... View Details

Keywords: Television Advertising; Entertainment; Brand Management; Marketing; Marketing Strategy; Marketing Communications; Advertising; Television Entertainment; Brands and Branding; Media; Cost vs Benefits; Advertising Industry; Media and Broadcasting Industry; Sports Industry; United States; North America

2012
Case

Zhejiang Semir Garment Co., Ltd.

By: F. Warren McFarlan, Jie Jiao and Yuren Fang

With the rapid growth of China's economy and China's increasing integration into the global economy in the past two decades, China's leisure clothing and garment enterprises achieved a rapid rise and became an important competitive force confronting the foreign brands... View Details

Keywords: Business Model Innovation; Competitive Strategy; Management Controls; China; China

August 2021
Supplement

Coats: Supply Chain Challenges: Spreadsheet Supplement

By: Willy C. Shih

Coats, the largest thread maker in the world, transformed its business to digital colour measurement so that it could respond better to customer demand in the garment industry for rapid product cycles and more fragmented colour choices. Its embrace of digital colour... View Details

Keywords: Inventory Management; Supply Chain; Inventory; Supply Chain Management; Operations; Growth and Development Strategy; Forecasting and Prediction; Demand and Consumers; Consolidation; Apparel and Accessories Industry; Asia

April 2018
Supplement

Celgene

By: Malcolm Baker and Emily R. McComb

In February 2011, Adam Koppel, a Managing Director at Brookside Capital, the public equity arm of Bain Capital, must decide whether to increase or exit the firm’s position in Celgene Corporation. News has emerged that raises potential safety concerns associated with... View Details

Keywords: Life Sciences; Biotechnology; Public Market Investing; Celgene; Revlimid; Hedge Fund; Growth Stocks; Valuation; Investment; Decision Choices and Conditions; Analysis

10 Mar 2021
News

Action Plan: Brewing Awareness

quickly that almost no one knew what they were doing—everyone was playing a guessing game because the situation was so unprecedented. But people who had been through crises in the past advised me to go into military mode immediately.” For White Owl, that meant... View Details

Keywords: Julia Hanna; beer; India; leadership; COVID-19; manufacturing; marketing; Beverage and Tobacco Product Manufacturing; Manufacturing

May 2013 (Revised March 2014)
Case

Benetton Group S.p.A., 2000

By: John R. Wells and Galen Danskin

In 2000, Benetton was one of the leading mass fashion competitors in the world with approximately $1.9 billion in sales across 5,500 stores in 120 countries. But the company's fortunes seemed to be on the wane. Operating profits had fallen 9% from the prior year to... View Details

Keywords: Fashion; Strategic Change; Strategic Management; Globalized Firms and Management; Marketing Strategy; Competitive Advantage; Performance Consistency; Management Teams; Strategy; Fashion Industry; Apparel and Accessories Industry; Retail Industry; Italy

06 Dec 2021
News

Action Plan: Whole Sale

of Walmart’s beauty business. Balbale was a vice president at the Vitamin Shoppe in the mid-2010s when he saw Amazon and startup e-tailers moving into the wellness category. The competition inspired him to transition into the e-commerce space himself, first as vice... View Details

Keywords: April White; ecommerce; bricks and mortar; marketing; beauty

August 2021 (Revised May 2022)
Background Note

Oil: History, Present and Future

By: Jurgen Weiss

This background note is intended to provide context for a discussion of the strategies for big integrated oil companies in light of both oil’s current role in the global energy system and the uncertainty about changes going forward. View Details

Keywords: Oil; Energy Markets; Oil Prices; Oil Companies; Decarbonization; Non-Renewable Energy; Environmental Sustainability; Strategy; Globalized Markets and Industries

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