Publications

October 1999 (Revised September 2005)
Case

Eddie Bauer, Inc.

By: David E. Bell and Ann Leamon

Eddie Bauer has decided to coordinate its merchandising strategy (price, selection) across its stores and catalog. But with e-commerce, is this still sensible? View Details

Keywords: Management; Brands and Branding; Marketing Channels; Product Positioning; Business Strategy; Internet

October 2012
Case

Sirtris Pharmaceuticals: Living Healthier, Longer (Abridged)

By: Toby Stuart and James Weber

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

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

Career Coach

Dan Mindus

Dan (Yale '01, HBS '08) is Founder and Managing Partner at NextGen Venture Partners, an early-stage venture capital firm with $200M+ in assets under management. NextGen has a unique, network-driven model with more than 1600 entrepreneurs... View Details

Keywords: Entrepreneurship; Venture Capital; Financial Services (All)

16 Dec 2013
HBS Case

D’O: Making a Michelin-Starred Restaurant Affordable

operational innovation to manage the tradeoff between cost and quality. It's an issue you find in every business, whether you're a chef or an executive at Mercedes or BMW or Apple." In November, Oldani visited Pisano's second-year... View Details

Keywords: by Carmen Nobel & Joanie Tobin; Food & Beverage

01 Mar 2006
News

Faculty Books

its decision-making, marketing, brand management, innovation, acquisition strategies, corporate culture, and human-resource management. Managing Product and Service Development by Stefan H. Thomke... View Details

Keywords: Colleges, Universities, and Professional Schools; Educational Services

May 2024 (Revised February 2025)
Case

Lowe's: Improving the Total Home Strategy

By: Elie Ofek, K. Shelette Stewart and Alicia Dadlani

In 2023, Marvin Ellison, CEO of Lowe’s, contemplated enhancements to the company’s Total Home Strategy to accelerate performance and grow market share. In the last five years since becoming CEO, Ellison had championed a turnaround of the company, completing a... View Details

Keywords: Growth and Development Strategy; E-commerce; Competition; Brands and Branding; Business Strategy; Retail Industry; United States; North Carolina

01 Apr 2002
News

Q&A - Mark Fields

unsuccessful growth strategies, and a brand image — Mazda was once synonymous with innovation and excitement — that had become blurred. To fix those things, we had to win the support of the management team... View Details

Keywords: auto; Mazda; Ford; Mark Fields; Machinery Manufacturing; Manufacturing

01 Jun 2018
News

Floor It

the experience of businesses including Keurig, Peloton, and Rent the Runway to develop more effective strategies to engage and educate patients about precision medicine, the need for genetic testing, and the importance of sharing that information. Techniques included... View Details

Keywords: Julia Hanna; illustration by Mengxin Li

September 1996 (Revised March 1999)
Case

EMDICO (B)

By: John A. Quelch

Supplements the (A) case. View Details

Keywords: Multinational Firms and Management; Emerging Markets; Product Launch; Brands and Branding; Manufacturing Industry; Consumer Products Industry; Saudi Arabia

15 Jun 2021
News

Elevator Pitch: Dress Code

Video Embed Animation by Drue Wagner and Troubadour Image + Sound The Yes Julie Bornstein (MBA 1997), cofounder and CEO; former COO, Stitch Fix Jennifer Koen-Horowitz (MBA 1997), head of brand marketing and PR Vision: The Spotify of... View Details

Keywords: online shopping; fashion; mobile technology; entrepreneurship; startup; Nonstore Retailers; Retail Trade

15 Dec 2024
News

Editor's Letter

Illustration by Antonio Giovanni Pinna Illustration by Antonio Giovanni Pinna Change is hard. I am reminded of this every time I get a new laptop and there are new, generational expectations that require me to hunt down videos of overly caffeinated youths walking me... View Details

17 Jun 2016
Op-Ed

Companies Need to Start Marketing Security to Customers

boards of directors are keenly interested in the latest sustainability or corporate responsibility report. They do not routinely ask for or receive a product safety review. Risk management committees typically focus on financial controls,... View Details

Keywords: by John A. Quelch; Entertainment & Recreation

26 May 2009
Research & Ideas

Improving Market Research in a Recession

most firms are reducing spending on the market research that would help manage that uncertainty. In the United States, spending on market research has dipped for four consecutive quarters, and chief marketing officers don't expect the... View Details

Keywords: by John Quelch

04 Mar 2015
News

How Harley-Davidson is Cruising in India

Keywords: Transportation

01 Dec 2013
News

Faculty Books

grading standards? Associate Professor Francesca Gino and colleagues investigate the phenomenon of the "fundamental attribution error." The Case for Combating Climate Change with Nuclear Power and Fracking Senator John Heinz Professor of View Details

01 Jun 2015
News

Ask the Expert: The Kids Are All Right

their social conscience. To them, doing good is just table stakes. Scratch has developed a proprietary methodology examining “brand love” to decode the science of brand affinity across generations. We found that millennials assume that... View Details

October 1998 (Revised November 2001)
Case

Boston Beer Company: Light Beer Decision

By: Linda A. Cyr, Joseph B. Lassiter III and Michael J. Roberts

Boston Beer's current light-beer offering, Boston Lightship, has not been successful, and a student team is charged with investigating the problem and recommending a strategy. Highlights issues around branding, target customer selection, and cannibalization, and... View Details

Keywords: Problems and Challenges; Brands and Branding; Customers; Growth and Development Strategy; Marketing Strategy; Entrepreneurship; Food and Beverage Industry; Boston