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Show Results For
- All HBS Web
(1,500)
- People (1)
- News (296)
- Research (1,025)
- Events (2)
- Multimedia (2)
- Faculty Publications (686)
- 2023
- Working Paper
Market Exclusivity and Innovation: Evidence From Antibiotics
By: Edward Kong and Olivia Zhao
The US incentivizes drug innovation via patents as well as market exclusivity periods awarded by the US Food and Drug Administration. We estimate the causal effects of extending market exclusivity for an important drug class: antibiotics. Using a... View Details
Keywords: Health Testing and Trials; Innovation and Invention; Motivation and Incentives; Government Administration; Government Legislation; Pharmaceutical Industry; United States
Kong, Edward, and Olivia Zhao. "Market Exclusivity and Innovation: Evidence From Antibiotics." Working Paper, December 2023.
- December 1993 (Revised July 1994)
- Case
Tofu: An Ancient Food Source Seeks to De-Yuckify Itself
Greyser, Stephen A. "Tofu: An Ancient Food Source Seeks to De-Yuckify Itself." Harvard Business School Case 594-081, December 1993. (Revised July 1994.)
- January 1997 (Revised March 1998)
- Case
Oscar Mayer: Strategic Marketing Planning
By: John A. Quelch
The marketing director of Oscar Mayer faces a series of strategic marketing options regarding established and new products, including budget and capacity allocation decisions. View Details
Keywords: Decisions; Marketing Strategy; Product Launch; Product Development; Food and Beverage Industry; Food and Beverage Industry; United States
Quelch, John A., Robert Drane, and Dan Kotchen. "Oscar Mayer: Strategic Marketing Planning." Harvard Business School Case 597-051, January 1997. (Revised March 1998.)
- August 1993
- Case
Nestle S.A.: International Marketing (B)
By: John A. Quelch
Describes organization changes announced by Nestle's chariman in 1991 and updates the description of Nestle's marketing organization. View Details
Keywords: Organizational Change and Adaptation; Marketing Strategy; Organizational Structure; Globalization; Food and Beverage Industry; Food and Beverage Industry; Switzerland
Quelch, John A. "Nestle S.A.: International Marketing (B)." Harvard Business School Case 594-011, August 1993.
- 14 Jul 2015
- News
Shoppers Buy More Junk Food When They Bring Their Own Bags
Interview with IAE Business School on Emerging Markets
Krishna Palepu attended the annual meeting of the Board and Academic Advisory Board of the IAE Business School in Buenos Aires, Argentina, where he spoke on emerging markets and the speed with which they are growing. Professor Palepu refers to Latin America as part of... View Details
- February 2011
- Article
The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography
By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor
We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details
Keywords: Marketing; Brand Management; Brands; Brand Building; Brand Positioning; Competitive Positioning; Advertising; Marketing Communication; Biography; Brands and Branding; Product Marketing; Emerging Markets; Network Effects; Demand and Consumers; Marketing Communications; Cost vs Benefits; Perspective; Advertising Campaigns; Marketing Strategy; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry
Paharia, Neeru, Anat Keinan, Jill Avery, and Juliet B. Schor. "The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography." Journal of Consumer Research 37, no. 5 (February 2011): 775–790. (Finalist, 2014 Best Article Award for a paper published in JCR in 2011.)
- June 2020 (Revised July 2023)
- Case
Time Out: The Evolution from Media to Markets
By: Kate Barasz and Eva Ascarza
In February 2020, Time Out’s chief executive officer Julio Bruno is evaluating the strategic direction of the company. Over the span of five decades, Time Out — the global media and entertainment brand — had gone from a self-published counterculture publication in... View Details
Keywords: Branding; Media Businesses; Hospitality; Hospitality Industry; Digital; Brands and Branding; Media; Marketing; Marketing Strategy; Organizational Change and Adaptation; Strategy; Food and Beverage Industry; Food and Beverage Industry; United Kingdom; United States
Barasz, Kate, and Eva Ascarza. "Time Out: The Evolution from Media to Markets." Harvard Business School Case 520-128, June 2020. (Revised July 2023.)
- 25 Oct 2010
- HBS Case
Tesco’s Stumble into the US Market
Tesco PLC is the third-largest retailer in the world, just behind Wal-Mart and Carrefour. But that didn't make the UK-based chain immune from many costly mistakes as it entered the US market in 2006. For example, it opened some of its... View Details
- August 1990
- Case
Giovanni Buton: International Marketing Strategy
Describes the situation confronting Giovanni Buton, an Italian distiller and beverage distributor, in 1989. The market for distilled spirits was declining and the spirits industry was consolidating via mergers and acquisitions on a worldwide basis. "Global brands" such... View Details
Keywords: Marketing Strategy; Globalized Markets and Industries; Food and Beverage Industry; Food and Beverage Industry; Italy; European Union
Buzzell, Robert D. "Giovanni Buton: International Marketing Strategy." Harvard Business School Case 591-023, August 1990.
- Web
Marketing - Faculty & Research
Marketing Overview Faculty Curriculum Seminars & Conferences Awards & Honors Doctoral Students Featured Publication Frontiers: Can an AI Algorithm Mitigate Racial Economic Inequality? An Analysis in the Context of Airbnb By: Shunyuan... View Details
- September 2019
- Supplement
Keroche (B): Considering Entry into the Kenyan Beer Market
By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
This case discusses the situation of the Kenyan alcoholic drinks producer Keroche in July 2004, when co-founder Tabitha Karanja was debating whether to enter the Kenyan beer market. Doing so would mean direct competition with the multinational EABL in an industry and... View Details
Keywords: Keroche; Alcohol; Alcoholic Drinks; Alcoholic Beverages; Beverages; Drinks; Wine Industry; Wine; Fortified Wine; Viena; Beer; Beer Market; Manufacturing; Production Capacity; Capacity; Growth; Regulated; Unregulated; Informal; Informal Market; Regulation; Illicit; Illegal; Substandard; Dangerous; Shutdown; Factory; Safe; Affordable; Low-income Consumers; Business Growth and Maturation; Business Startups; Production; Investment; Safety; Quality; Small Business; Family Business; Crime and Corruption; Customer Focus and Relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; Goods and Commodities; Government Legislation; Growth and Development; Business History; Lawsuits and Litigation; Laws and Statutes; Lawfulness; Goals and Objectives; Consumer Behavior; Market Entry and Exit; Problems and Challenges; Social Issues; Poverty; Strategy; Competition; Entrepreneurship; Marketing; Food and Beverage Industry; Food and Beverage Industry; Kenya; Nairobi; Africa
Casadesus-Masanell, Ramon, and Pippa Tubman Armerding. "Keroche (B): Considering Entry into the Kenyan Beer Market." Harvard Business School Supplement 720-391, September 2019.
- September 1984 (Revised September 1993)
- Case
Nestle S.A.: International Marketing (A)
By: John A. Quelch
A senior manager at Nestle's headquarters is reviewing the role of the central marketing staff with respect to Nestle's operating companies around the world. Two specific examples of the role of the central staff in guiding the advertising and packaging decisions of... View Details
Keywords: Globalized Firms and Management; Organizational Design; Organizational Structure; Marketing; Operations; Advertising; Management Teams; Food and Beverage Industry; Food and Beverage Industry; Switzerland
Quelch, John A., and Edward J. Hoff. "Nestle S.A.: International Marketing (A)." Harvard Business School Case 585-013, September 1984. (Revised September 1993.)
- February 1982 (Revised June 1985)
- Case
U.S. Retail Coffee Market (B)
Describes the corporate portfolio of General Foods, Procter & Gamble, and Nestle, thereby placing in context their coffee activities in the United States. The objective of this case is to allow students to evaluate each competitor's commitment to the U.S. retail coffee... View Details
Keywords: Competition; Markets; Food and Beverage Industry; Food and Beverage Industry; United States
Yip, George S., and Jeffrey R Williams. "U.S. Retail Coffee Market (B)." Harvard Business School Case 582-088, February 1982. (Revised June 1985.)
- 19 Nov 2015
- News
A Hard Sell: Bringing Cultured Beef to Market
- 06 Aug 2014
- News
Constant challenges, no certainties for new CEOs at Market Basket
- April 2008
- Teaching Note
Marketing Chateau Margaux (TN)
By: John A. Deighton and Leyland Pitt
Teaching Note for [507033]. View Details
- Fast Answer
Consumer goods: market research
Where do I find market reports on consumer goods? Passport
Offers quantitative data on consumer lifestyles, retailing, consumer markets, and in-depth market analysis reports for many countries. Mintel... View Details
Offers quantitative data on consumer lifestyles, retailing, consumer markets, and in-depth market analysis reports for many countries. Mintel... View Details
- February 2021 (Revised July 2024)
- Case
White Claw: Defending Market Share as Competition Encroaches
By: Jill Avery
By the end of 2019, two brands accounted for 84% of hard seltzer sales, a segment that had recently taken the U.S. beer market by storm, growing from $3 million in 2015 to over $2.7 billion by the start of the summer of 2020. White Claw was the dominant market leader... View Details
Keywords: Brand Management; Alcoholic Beverages; Beer/brewing Industry; Brand Positioning; Growth; Competitive Positioning; Consumer Products; Beverage Industry; Value Proposition; Marketing; Brands and Branding; Competition; Product Positioning; Competitive Strategy; Consumer Behavior; Food and Beverage Industry; Food and Beverage Industry; United States
Avery, Jill. "White Claw: Defending Market Share as Competition Encroaches." Harvard Business School Case 521-073, February 2021. (Revised July 2024.)