Publications

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

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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

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

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

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

September 2008 (Revised October 2008)
Case

Marc Abrahams: Annals of an Improbable Entrepreneur

By: Boris Groysberg and Michael Slind

Marc Abrahams was a media entrepreneur who specialized in science humor. In 2008, he sought to boost the scale and monetization potential of his business. That business, called Improbable Research, encompassed a magazine (Annals of Improbable Research), a high-profile... View Details

Keywords: Entrepreneurship; Selection and Staffing; Human Capital; Growth and Development Strategy; Brands and Branding; Personal Development and Career

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October 2000 (Revised November 2005)
Case

Hilton HHonors Worldwide: Loyalty Wars

By: John A. Deighton and Stowe Shoemaker

Hilton Hotels regards the frequent guest program as the industry's most important marketing tool, directing marketing efforts at the heavy user. What is Hilton to do then, when a competitor ups the ante? This case illustrates the economics of frequency marketing in... View Details

Keywords: Customer Relationship Management; Decision Choices and Conditions; Brands and Branding; Competitive Strategy; Accommodations Industry

December 2001 (Revised January 2002)
Case

Nestle S.A.

By: Ray A. Goldberg and Hal Hogan

Peter Brabeck wants to focus Nestle as a wellness company in the global food system and do so in a way that provides both growth in sales and margins in both developed and developing countries. View Details

Keywords: Brands and Branding; Product Development; Supply Chain Management; Food; Multinational Firms and Management; Business Growth and Maturation; Sales; Agriculture and Agribusiness Industry; Food and Beverage Industry; Switzerland

01 Sep 2003
News

Jeanne Jackson

CEO of Banana Republic, with concurrent responsibility for all of parent company Gap Inc.’s Internet businesses, and, most recently, as president and CEO of Walmart.com. A skilled and forward-looking manager, she has been listed among Business Week’s “Top 25 View Details

Keywords: Deborah Blagg; Management, Scientific, and Technical Consulting Services; Professional Services

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

May 2013 (Revised April 2015)
Case

Ron Johnson: Retail at Target, Apple, and J.C. Penney

By: Das Narayandas, Kerry Herman and Lisa Mazzanti

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 innovation and success in shaping the retail image at Target and Apple, introduced dramatic departures... View Details

Keywords: Change Management; Innovation Leadership; Situation or Environment; Failure; Management Teams; Brands and Branding; Retail Industry; United States

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

Web

Challenges and Opportunities in the Restaurant Industry - Course Catalog

consumer interaction, the restaurant industry has been lightly studied academically. And yet its entrepreneurial and management learnings have broad application beyond restaurants. Sited within General Management, this course explores... View Details

Career Coach

David Woodman

David (HBS '92) uses his experience in starting and running media companies to assist students in matching their skills and interests with opportunities in the Media, Sports, and Entertainment sectors.Work Experience: General Manager of... View Details

Keywords: Entertainment / Media; Publishing / Communications / Advertising; Sports

01 Sep 2008
News

Alumni Books

brands like Toyota, Nike, Sony, and Nestlé, Blackshaw shows managers and marketers how to establish and maintain credibility for their brand by being authentic, listening and... View Details

Keywords: Publishing Industries (except Internet); Information; Management, Scientific, and Technical Consulting Services; Professional Services

01 Dec 2002
News

Alumni Bookshelf

did not give rise to a “new economy,” and offers advice on how to restore American economic growth. The Brand Management Checklist by Alan Bradley (“Brad”) VanAuken (MBA '84) (Kogan Page) A comprehensive... View Details

March 2004 (Revised September 2005)
Case

Newell Rubbermaid: Strategy in Transition

By: Cynthia A. Montgomery, Rhonda Kaufman and Carole Winkler

Describes the transformation of a company's corporate-level strategy. Begins by laying out the strategy that brought the Newell Co. stunning success for nearly three decades. The highly integrated, internally consistent strategy was tailored for manufacturing and... View Details

Keywords: Change Management; Corporate Strategy; Transformation; Problems and Challenges; Acquisition; Product Development; Brands and Branding; Manufacturing Industry; Retail Industry; United States

July 2009
Teaching Note

TH!NK: The Norwegian Electric Car Company (TN)

By: Joseph B. Lassiter III

Teaching Note for [808070]. View Details

Keywords: Venture Capital; Market Entry and Exit; Brands and Branding; Environmental Sustainability; Product Launch; Auto Industry; Norway