Publications

August 14, 2005
Article

Charities Begin at Home—Then They Develop a Brand Name That Corporates Can Only Dream of

By: John A. Quelch

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December 2009
Case

TruEarth Healthy Foods: Market Research for a New Product Introduction

By: V. Kasturi Rangan and Sunru Yong

Topics covered include: consumer marketing, market research, new product introduction, and quantitative analysis. TruEarth Healthy Foods, a maker of gourmet pastas, sauces, and meals, wants to build on its successful introduction of fresh whole grain pasta by... View Details

Keywords: Market Research; Consumer Marketing; Brands; Food; Marketing Strategy; Consumer Behavior; Forecasting and Prediction; Product Launch; Brands and Branding; Retail Industry; Food and Beverage Industry

October 2016
Technical Note

Product Development Fundamentals

By: Marco Iansiti, Michael Toffel, Kerry Herman and Julia Kelley

This note introduces key managerial issues in new product development. It describes the product development funnel and alternative approaches to structuring product development teams including functional, lightweight, heavyweight, and autonomous/dedicated teams, which... View Details

Keywords: Product Development; Groups and Teams; Operations; Management

May 2004
Article

Brands as Beacons: A New Source of Loyalty to Multiproduct Firms

By: Bharat Anand and Ron Shachar

Keywords: Brands and Branding; Customer Satisfaction; Product; Business Ventures

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1996
Chapter

Note on New Drug Development in the United States

By: S. Thomke and A. Nimgade

Keywords: Product Development; Pharmaceutical Industry; United States

2013
Chapter

FollowMe.IntDev.Com: International Development in the Blogosphere

By: Ryann Manning

This chapter explores online blogs as a new forum for discussing ideas and practices in international development. Based on a qualitative study of conversations that take place across multiple blogs, I conclude that the blogosphere combines features of a public sphere,... View Details

Keywords: International Development; Blogging; Social Media; Public Sphere; Blogs; Equality and Inequality; Globalization; Social and Collaborative Networks; Developing Countries and Economies

04 Feb 2002
Research & Ideas

How a Juicy Brand Came Back to Life

marketing, having developed Gatorade into a powerhouse national brand by skillfully executing a plan drawn straight from the marketing textbooks. After purchasing the sports drink from Stokely-Van Camp in... View Details

Keywords: by John Deighton; Food & Beverage

May 2003
Module Note

Managing Development Networks

By: Stefan H. Thomke

Describes the concepts and pedagogy for a module on understanding and managing product development networks between firms and within firms and among products themselves. Introduces students to the increasingly important role of networks in the development of new... View Details

Keywords: Product Development; Resource Allocation; Research and Development; Networks; Design; Groups and Teams

09 Feb 2018
Working Paper Summaries

Developing Novel Drugs

Keywords: by Joshua Krieger, Danielle Li, and Dimitris Papanikolaou; Pharmaceutical

07 Jun 2016
Op-Ed

Can Brand Trump Win a Presidency?

enthusiasm of Trump's core supporters. The other path is to keep on doing what's worked so far: an appealing slogan, outrageous comments that eat up the oxygen in the daily news cycle, an emphasis on a few core issues. The marketing... View Details

Keywords: by John A. Quelch; Advertising; Media & Broadcasting

November 2011
Supplement

WrapItUp: Developing a New Compensation Plan, Spreadsheet Supplement (Brief Case)

By: W. Earl Sasser, Jr. and Rachel Shelton

Keywords: Incentives; Motivation; Motivation and Incentives

1995
Working Paper

Learning Before Doing in the Development of New Process Technology

By: Gary P. Pisano

1999
Working Paper

Development Webs: A New Paradigm in High Technology Product Development?

October 29, 2020
Article

How to Build a Digital Brand That Lasts

By: William Collis and David Collis

What makes a brand durable even as business models, technology and consumer behavior radically change? The key is that durable brands are adaptable brands—even legacy ones. To create durability, apply the MACE framework: 1) Mastery: Give your consumers... View Details

Keywords: Brands and Branding; Business Model; Adaptation; Framework

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November 2008 (Revised August 2011)
Case

UnME Jeans: Branding in Web 2.0

By: Thomas J. Steenburgh and Jill Avery

This case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video-sharing sites and encourages students to explore the opportunities and risks they present for brands. The case allows students to grapple with the strategic and... View Details

Keywords: Digital Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Consumer Behavior; Risk and Uncertainty; Social and Collaborative Networks; Internet and the Web; Apparel and Accessories Industry

November 2001 (Revised February 2002)
Case

Midway: Licensing, Distributing and Building Brands in China

Midway has built its business as a Chinese licensee of Western brands, principally Disney. It is now considering whether to develop its own brands and whether its core business is distribution or brand marketing. View Details

Keywords: Emerging Markets; Brands and Branding; China

2023
Chapter

Organizational Development

By: Min Basadur, Tim Basadur and Goran Calic

Our review of the field of Organizational Development (OD) reveals an extensive range of tools which attempt to help organizations improve performance. We believe that OD should be studied differently: As a continuous process of change-making or innovation. How this... View Details

Keywords: Change; Cognition and Thinking; Creativity; Organizational Change and Adaptation; Innovation and Management

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10 Sep 2012
HBS Case

HBS Cases: Branding Yoga

Harvard Business School Professor Rohit Deshpandé often asks his marketing students a show-stopping question: Is everything brandable—and should everything be brandable? So when he read a November 2010 New York Times piece on the tensions... View Details

Keywords: by Kim Girard; Entertainment & Recreation

January 2015 (Revised July 2015)
Case

Jimmy Choo

By: Anat Keinan and Sandrine Crener

Jimmy Choo is a British luxury accessories brand, specializing in shoes, handbags, accessories, and fragrances. Founded in 1996 in London by couture shoe designer Jimmy Choo and Vogue accessories editor Tamara Mellon OBE, the brand enjoyed immediate success and rapidly... View Details