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

09 Oct 2018
First Look

New Research and Ideas, October 9, 2018

success in a broad array of projects, such as managing 10 brands and 26 shops across different categories, he also felt the need to reinvent his core confectionery business since not all stores of all his... View Details

Keywords: Dina Gerdeman

02 Jul 2024
News

The Beauty Guide

Courtesy Michelle Freyre When Michelle Freyre (MBA 1997) was a brand manager at Neutrogena, Michael McNamara, global president of the beauty brand at the time, asked what she... View Details

January 2000 (Revised May 2001)
Case

kate spade

Kate Spade's founders try to finance and grow their luxury handbag and accessories business. As the case ends, the founding team must decide among four potential strategic partners offering to purchase different shares of Kate Spade at various valuations. Includes... View Details

Keywords: Growth Management; Partners and Partnerships; Business Growth and Maturation; Brands and Branding; Apparel and Accessories Industry

Web

Digital Marketing & AI Workshop - Course Catalog

explore topics such as SEO, paid and influencer marketing, social media (organic and paid), email/SMS, Amazon, and analytics. Through mini-cases on brands both large and small, we’ll apply industry-leading tools and GenAI workflows to... View Details

November 2019 (Revised September 2022)
Case

TripAdvisor: An Itinerary for Growth

By: Jeffrey F. Rayport, Spencer Rascoff and Susie L. Ma

In 2019, TripAdvisor was one of the best-known and most-trafficked online travel sites. For nearly 20 years, its founder and CEO Steve Kaufer had steered TripAdvisor through many phases of growth and profitability, but recently the company’s growth had started to slow.... View Details

Keywords: Business Growth and Maturation; Decision Making; Business or Company Management; Growth Management; Innovation and Invention; Brands and Branding; Operations; Customer Value and Value Chain; Information Technology; Travel Industry; Massachusetts

December 2016
Supplement

Ron Johnson: A Career in Retail

By: Ryan Raffaelli, Joshua D. Margolis and Das Narayandas

This is a video supplement, to be used when teaching the Ron Johnson case. See abstract:

In April 2013, Ron Johnson (HBS '84) stepped down after just 18 months as CEO of J.C. Penney. In his brief tenure, Johnson, an acclaimed retailer respected for his... View Details

Keywords: Leadership; Leadership Development; Legal Industry; Procurement; Professional Service Firms; Pricing; Competition; Organizational Behavior; Change Management; Innovation Leadership; Situation or Environment; Failure; Management Teams; Brands and Branding; Retail Industry; United States

23 Jan 2017
News

The CEO Who is Perking Up Peet’s Coffee

offices. Burwick managed all of this, the article notes, while guiding the company through a transition from public entity to private ownership. Before joining Peet’s, Burwick worked at PepsiCo and as president of Weight Watchers North... View Details

Career Coach

Juan Leung Li

While it takes introspection, Juan believes in the meaningful differences (finding purpose!) these efforts have in career searches. While at HBS, Juan considered a diverse set of opportunities such as brand management, consulting, PE,... View Details

Keywords: Entrepreneurship; Angel Investing; Financial Services (All); Corporate Finance; Financial Services (All); Investment Banking; Financial Services (All); Venture Capital; Financial Services (All); Startup - Founder; Entrepreneurship; Startup - Joiner; Entrepreneurship; Technology

13 Jun 2016
News

Brenda Bence (MBA 1991)

connected through shared experiences.” After scoring high on an aptitude test, Bence was urged by coaches from the School’s Career & Professional Development team to pursue marketing and then to apply for a brand View Details

Profile

Tessa Vacher-Desvernais

literature, languages, and creative arts. When Tessa completed her master’s degree at the ESSEC Graduate Business School, she began her career with another hybrid: luxury brands eager to embrace modernity. She was selected for a... View Details

Keywords: Retail/Hospitality; Financial Services

19 Apr 2004
Research & Ideas

Ground-Floor Opportunities for Retail in India

Rangan brought together veterans of the retail world to share strategies for cashing in on what could be a new wave of organized retail in India. The discussion took place April 4 at the India Business Conference at HBS. Kishore Biyani launched the country's first... View Details

Keywords: by Julia Hanna; Consumer Products; Retail

June 2009 (Revised November 2010)
Case

HTC Corp. in 2009

By: David B. Yoffie and Renee Kim

Taiwan-based HTC Corp. had emerged as the world's fourth largest smartphone manufacturer by 2009. CEO Peter Chou was extremely proud of the remarkable achievements his company had made over the last 12 years since starting off as an unknown manufacturer of PDAs for... View Details

Keywords: Global Strategy; Growth and Development Strategy; Brands and Branding; Product Positioning; Competitive Advantage; Mobile Technology; Telecommunications Industry; Taiwan

01 Jun 2015
News

A World of Support

HBS Fund Supports the School’s Global Interests “No other management school has the global reach of HBS or a similar global brand power.” Gaëtan Hannecart (MBA 1994) Global Understanding is one of four key... View Details

16 Aug 2006
Research & Ideas

Is MySpace.com Your Space?

MySpace puts the power of individual identity in play. You're not anonymous on a social networking site—you're exactly the opposite. You're presenting a managed self to the world. Q: These sites often have wonderful demographics from an... View Details

Keywords: by Sean Silverthorne; Advertising; Information; Publishing

May 2008
Supplement

Kenny Kahn at Muzak (B)

By: Linda A. Hill and Emily Stecker

Supplemental Material for 408-057 View Details

Keywords: Organizations; Geographic Location; Innovation and Invention; Employees; Management Teams; Brands and Branding; Organizational Change and Adaptation; Organizational Culture; Design; Music Industry

Find at Harvard

December 1992
Case

BASF: Corporate Advertising for 1992

By: Stephen A. Greyser and Norman Klein

Describes BASF's corporate advertising program in the United States. In 1992, BASF's U.S. companies extended an existing corporate advertising campaign to continue to build awareness of the German-based multinational's corporate identity. The core theme of the campaign... View Details

Keywords: Advertising Campaigns; Marketing Communications; Brands and Branding; Marketing Strategy; Multinational Firms and Management; Corporate Strategy; Consumer Products Industry; United States; Germany

December 1998
Case

NHL 1998: "The Coolest Game in Nagano"

By: Stephen A. Greyser and Kirk A. Goldman

Explores the National Hockey League's participation in the 1998 Winter Olympics, for which a "winter break" was taken from the regular schedule. The benefits and risks associated with the NHL's Olympic participation are one specific focus. In addition, the case address... View Details

Keywords: Risk Management; Brands and Branding; Marketing Communications; Opportunities; Competitive Strategy; Expansion

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