Publications
Publications
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- All HBS Web
(1,100)
- Faculty Publications (398)
- November 2018 (Revised January 2022)
- Case
JUUL and the Vaping Revolution
By: Michael W. Toffel, John Masko and Sarah Mehta
In late 2019, San Francisco-based electronic cigarette (e-cigarette) maker JUUL Labs (pronounced “jewel”) faced intense pressure. Sales of JUUL products exceeded $1 billion in 2018, dominating the e-cigarette category. While JUUL Labs’ stated goal was to help current... View Details
Keywords: Electronic Cigarettes; E-Cigarettes; Vaping; Nicotine Replacement; JUUL; Juuling; Advertising; Digital Marketing; Customers; Innovation and Invention; Marketing; Ethics; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Corporate Social Responsibility and Impact; Social Issues; Information Technology; Technology Industry; San Francisco; California
- September–October 2018
- Article
Online MAP Enforcement: Evidence from a Quasi-Experiment
By: Ayelet Israeli
This paper investigates a manufacturer’s ability to influence compliance rates among its authorized online retailers by exploiting changes in the Minimum Advertised Price (MAP) policy and in dealer agreements. MAP is a pricing policy widely used by manufacturers to... View Details
- August 2018 (Revised October 2020)
- Case
Tailor Brands: Artificial Intelligence-Driven Branding
By: Jill Avery
Using proprietary artificial intelligence technology, startup Tailor Brands set out to democratize branding by allowing small businesses to create their brand identities by automatically generating logos in just minutes at minimal cost with no branding or design skills... View Details
Keywords: Startup; Services; Artificial Intelligence; Machine Learning; Digital Marketing; Brand Management; Big Data; Internet Marketing; Analytics; Marketing; Marketing Strategy; Brands and Branding; Information Technology; Entrepreneurship; Venture Capital; Business Model; Consumer Behavior; AI and Machine Learning; Analytics and Data Science; Advertising Industry; Advertising Industry; Advertising Industry; United States; North America; Israel
- August 2018 (Revised February 2023)
- Case
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
By: Jill Avery and Ayelet Israeli
As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details
Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Consumer Behavior; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Social Media; E-commerce; Analytics and Data Science; Health Industry; Health Industry; United States; North America; Europe
- June 2018 (Revised October 2018)
- Teaching Note
Valuing Snap After the IPO Quiet Period (A), (B), and (C)
By: Marco Di Maggio and Benjamin C. Esty
Teaching Note for HBS Nos. 218-095, 218-096, and 218-116. View Details
Keywords: Sell-side Analysts; Underwriters; Investment Banking; Social Network; Discounted Cash Flow; Cost Of Capital; Conflicts Of Interest; Corporate Governance; Advertising; Quiet Period; Business Startups; Digital Marketing; Initial Public Offering; Information Infrastructure; Valuation; Venture Capital; Forecasting and Prediction; Social Media; Advertising Industry; Advertising Industry; Advertising Industry; United States; California
- June 2018 (Revised October 2020)
- Case
Global Brand Management of Anheuser Busch InBev's Budweiser
By: Jill Avery
Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was feeling the pressure to finalize a global brand strategy that would define... View Details
Keywords: Brand Management; Global Brands; Brand Positioning; Brand Extension; Brand Storytelling; Brand Equity; Marketing; Marketing Strategy; Brands and Branding; Advertising; Global Strategy; Cross-Cultural and Cross-Border Issues; Consumer Behavior; Marketing Communications; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Africa; China; United States; North America; South Africa; Nigeria; Kenya; Cameroon; Canada
- June 2018 (Revised April 2021)
- Case
Valuing Snap After the IPO Quiet Period (A)
By: Marco Di Maggio, Benjamin C. Esty and Gregory Saldutte
Snap, the disappearing message app, went public at $17 per share on March 2, 2017, making its two 20-something founders the youngest self-made billionaires in the country. Over the next three weeks, 14 analysts made investment recommendations on Snap: two with buy... View Details
Keywords: Sell-side Analysts; Underwriters; Investment Banking; Social Network; Discounted Cash Flow; Cost Of Capital; Conflicts Of Interest; Corporate Governance; Advertising; Quiet Period; ＂DCF Valuation,＂; Business Startups; Digital Marketing; Initial Public Offering; Information Infrastructure; Valuation; Venture Capital; Forecasting and Prediction; Social Media; Advertising Industry; Advertising Industry; Advertising Industry; United States; California
- June 2018
- Supplement
Valuing Snap After the IPO Quiet Period (B)
By: Marco Di Maggio and Benjamin C. Esty
Analyzes Snap’s value and analyst recommendations following the events described in the (A) case. View Details
Keywords: Sell-side Analysts; Underwriters; Investment Banking; Social Network; Discounted Cash Flow; Cost Of Capital; Conflicts Of Interest; Corporate Governance; Advertising; Quiet Period; Business Startups; Digital Marketing; Initial Public Offering; Information Infrastructure; Valuation; Venture Capital; Forecasting and Prediction; Social Media; Advertising Industry; Advertising Industry; Advertising Industry; United States; California
- June 2018
- Supplement
Valuing Snap After the IPO Quiet Period (C)
By: Marco Di Maggio, Benjamin C. Esty and Gregory Saldutte
Analyzes Snap’s value and analyst recommendations following the events described in the (B) case. View Details
Keywords: Sell-side Analysts; Underwriters; Investment Banking; Social Network; Discounted Cash Flow; Cost Of Capital; Conflicts Of Interest; Corporate Governance; Advertising; Quiet Period; Business Startups; Digital Marketing; Initial Public Offering; Information Infrastructure; Valuation; Venture Capital; Forecasting and Prediction; Social Media; Advertising Industry; Advertising Industry; Advertising Industry; United States; California
- May 2018 (Revised September 2018)
- Case
BuzzFeed—What Future for Native Advertising and Branded Content?
Jonah Peretti, CEO of digital publishing company BuzzFeed, needs to decide how to respond to Facebook’s announcement that it would prioritize posts from friends over content from publishers. View Details
- April 2018
- Teaching Plan
NBCUniversal Telemundo: Transforming Latino Television
By: Henry McGee
Teaching Plan for HBS No. 318-018. View Details
- February 2018 (Revised October 2019)
- Technical Note
The Art and Science of Brand Valuation
By: Jill Avery
Brand valuation, the art and science of calculating the economic value accruing to a firm from its use of an intangible brand asset, yields frustratingly inconsistent, discrepant, and, therefore, controversial results. While it is widely accepted that brands are... View Details
Keywords: Brand Valuation; Brand Value; Brand; Brand Management; Marketing ROI; Brand Equity; Analytics; Return On Investment; Brands and Branding; Valuation; Marketing; Marketing Strategy; Investment Return; Consumer Behavior; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry
- February 2018 (Revised October 2020)
- Case
The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture
By: Jill Avery, Chekitan S. Dev and Laure Mougeot Stroock
In September 2016, Marriott completed its $13.3 billion acquisition of Starwood Hotels & Resorts, which added 11 brands to its already robust 19 hotel brand portfolio. Tina Edmundson, Marriott's global brand officer, was charged with making sense of the brand portfolio... View Details
Keywords: Brand Management; Brand Architecture; Brand Portfolio; Merger; Hospitality Industry; Services Marketing; Branded House; House Of Brands; Sub-branding; Marketing; Marketing Strategy; Brands and Branding; Mergers and Acquisitions; Consumer Behavior; Advertising; Travel Industry; Travel Industry; Travel Industry; United States; North America; Europe; Asia
- January 2018 (Revised September 2023)
- Case
Giving Birth to Ovia Health
By: Jeffrey J. Bussgang and Julia Kelley
In late 2016, Paris Wallace, the CEO of Ovia Health, and the rest of the company’s co-founders faced a difficult decision about the best way to grow Ovia Health’s revenue. Founded in 2012, Ovia Health specialized in mobile and web applications in the women’s health... View Details
- December 2017 (Revised March 2018)
- Case
Kellogg Company/eighteen94 capital
By: David Bell, Damien McLoughlin and Natalie Kindred
With 33,000 employees and revenues of $13 billion in 2016, Kellogg Company was the world’s largest producer of branded packaged cereal and a leader in branded convenience foods. Founded in 1906 and based in Michigan, the company had a proud history of product and... View Details
Keywords: CPG; Consumer Packaged Goods; Cereal; Battle Creek; Michigan; Breakfast; Snack; Agribusiness; Change Management; Growth Strategy; Corporate Venture Capital; Innovation; Startup; Brand; Brand ＆ Product Management; Advertising; Demand and Consumers; Innovation and Invention; Venture Capital; Food; Brands and Branding; Marketing; Agriculture and Agribusiness Industry; Agriculture and Agribusiness Industry; Agriculture and Agribusiness Industry; United States; Michigan; North America
- September 2017
- Supplement
Actera Group: Investing in Mars Cinema Group (A)
By: Victoria Ivashina and Eren Kuzucu
In summer of 2010, Murat Çavuşoğlu (HBS MBA 1994) led private equity firm Actera Group’s investment in Mars Cinema Group (Mars), the leading movie exhibitor in Turkey. Immediately after acquiring Mars and merging it with the second larger player in the market, AFM,... View Details
- September 2017
- Supplement
Actera Group: Investing in Mars Cinema Group (B)
By: Victoria Ivashina and Eren Kuzucu
In summer of 2010, Murat Çavuşoğlu (HBS MBA 1994) led private equity firm Actera Group’s investment in Mars Cinema Group (Mars), the leading movie exhibitor in Turkey. Immediately after acquiring Mars and merging it with the second larger player in the market, AFM,... View Details
- September 2017
- Case
NBCUniversal Telemundo: Transforming Latino Television
By: Henry W. McGee, Carin-Isabel Knoop and Christine Snively
In August 2017, Cesar Conde, chairman of NBCUniversal International Group and NBCUniversal Telemundo Enterprises, considered how the Miami-based Spanish-language TV network Telemundo could succeed in a rapidly shifting media landscape. Over the past few years,... View Details
- September 2017 (Revised July 2019)
- Case
Actera Group: Investing in Mars Cinema Group (A)
By: Victoria Ivashina and Eren Kuzucu
In summer of 2010, Murat Çavuşoğlu (HBS MBA 1994) led private equity firm Actera Group’s investment in Mars Cinema Group (Mars), the leading movie exhibitor in Turkey. Immediately after acquiring Mars and merging it with the second largest player in the market, AFM,... View Details
- August 2017 (Revised July 2019)
- Case
GROW: Using Artificial Intelligence to Screen Human Intelligence
By: Ethan Bernstein, Paul McKinnon and Paul Yarabe
Over 10% of all 2017 university graduates in Japan used GROW, an artificial intelligence platform and mobile app developed by Tokyo-based people analytics startup IGS, to recruit for a job. This case puts participants in the shoes of IGS founder and CEO Masahiro... View Details
Keywords: Big Data; Artificial Intelligence; Talent and Talent Management; Recruitment; Selection and Staffing; Human Resources; Information Technology; AI and Machine Learning; Analytics and Data Science; Financial Services Industry; Financial Services Industry; Financial Services Industry; Financial Services Industry; Financial Services Industry; Japan