Publications

Research Summary

Overview

By: Brian L. Trelstad

The focus of my research is on the systems of social innovation. How small groups of individuals come up with new products and services targeting important problems; how they finance these initial efforts, and convert prototypes into viable organizational strategies;... View Details

November 2010
Article

Capitalizing on the Underdog Effect

By: Anat Keinan, Neeru Paharia and Jill Avery

This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over... View Details

Keywords: Marketing; Brand Management; Brands; Brand Positioning; Competitive Positioning; Competition; Brands and Branding; Advertising Campaigns; Marketing Communications; 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

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

Research Summary

Overview

Hisano’s research addresses the social and cultural implications of technological development and economic changes mainly in the twentieth-century United States. By analyzing the regulation, manipulation, and presentation of food color, her current book project links... View Details

Keywords: Business History; Consumer Behavior; Agribusiness; Food And Environment; Business Strategy; Commercialization; Business And Government; Advertising; Goods and Commodities; Food; History; Government and Politics; Marketing; Business and Government Relations; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; United States

March 1989 (Revised January 1992)
Teaching Note

Philip Morris Companies and Kraft, Inc., Teaching Note

By: Richard S. Ruback

Teaching Note for (9-289-045). View Details

Keywords: Food and Beverage Industry; Food and Beverage Industry

December 2024
Case

Tropo Farms

By: David E. Bell, Pippa Tubman Armerding, Namrata Arora and Natalie Kindred

Keywords: Food and Beverage Industry; Food and Beverage Industry; Ghana; Africa; Sierra Leone

February 2023 (Revised March 2025)
Case

Doing Business in Accra, Ghana

By: Hakeem Belo-Osagie, Leonard Schlesinger and Namrata Arora

This case examines the challenges and opportunities of doing business in Ghana. It highlights Ghana economic transformation in the decades leading up to 2024 in the context of its history, culture, and politics. The case gives an overview of some of the main obstacles... View Details

Keywords: Business History; Business and Government Relations; Technological Innovation; Foreign Direct Investment; Economic Growth; Financial Crisis; Agribusiness; Food and Beverage Industry; Food and Beverage Industry; Ghana

November 1984 (Revised April 1987)
Background Note

Note on Restructuring Meat Packers in the 1980s

By: William E. Fruhan Jr.

Keywords: Food and Beverage Industry; Food and Beverage Industry

December 2012 (Revised May 2013)
Case

Domaines Barons de Rothschild (Lafite): Plus ça change…

By: Ray A. Goldberg, Arthur I. Segel, Elie Ofek and Carin-Isabel Knoop

For centuries Lafite has been the most admired wine Estate in the world. How does Baron Eric de Rothschild protect this crown jewel in a conservative manner while DBR develops other Chateaux blending wine programs, reaches out to new areas such as China and begins to... View Details

Keywords: Plant-Based Agribusiness; Expansion; Market Entry and Exit; Global Strategy; Food and Beverage Industry; Food and Beverage Industry; France; China

November 2010
Background Note

Agricultural Cooperatives: Origins, Structure, Financing and Partnerships

By: Ray A. Goldberg and Matthew Preble

This technical note explains how agricultural cooperatives are structured and financed, as well as how they form partnerships with one another and other elements of the food system. View Details

Keywords: Agribusiness; Capital; Food; Organizational Structure; Partners and Partnerships; Food and Beverage Industry; Food and Beverage Industry

November 2009 (Revised December 2009)
Case

DaChan Food (Asia) in China

By: Ray A. Goldberg and David Lane

DaChan Food in China is providing leadership in the quality, health, and environmental needs of the Chinese consumer as poultry consumption increases there. Continuing to provide that leadership as global and national competition increase becomes more and more... View Details

Keywords: Agribusiness; Food; Leadership Development; Demand and Consumers; Brands and Branding; Competitive Strategy; Vertical Integration; Food and Beverage Industry; Food and Beverage Industry; China

2009
Simulation

Finance Simulation: M&A in Wine Country (Facilitator's Guide)

By: Timothy A. Luehrman, W. Carl Kester and Heide Diener Abelli

Keywords: Mergers and Acquisitions; Negotiation; Valuation; Value Creation; Food and Beverage Industry; Food and Beverage Industry

November 2008
Supplement

Travel Centers of America (CW)

By: Robin Greenwood and James Quinn

Keywords: Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry

October 2003 (Revised January 2004)
Case

Global Farmer and the Future of Soybean Production, The

By: Ray A. Goldberg and Kevin M. Allison

Three farmers from three different countries are looking at the global soybean system and how to position themselves in the future. View Details

Keywords: Animal-Based Agribusiness; Trade; Globalized Markets and Industries; Food; Strategic Planning; Forecasting and Prediction; Food and Beverage Industry; Food and Beverage Industry

December 2002 (Revised May 2003)
Case

Fonterra: Taking on the Dairy World

By: Ray A. Goldberg and Jose M. M. Porraz

Fonterra was a cooperatively owned dairy company--New Zealand's largest company and the world's largest exporter of dairy products. To maintain its leadership, Fonterra had to respond to increased competition, new consumer tastes, consolidation of its customers, and... View Details

Keywords: Cooperative Ownership; Animal-Based Agribusiness; Trade; Global Strategy; Food; Business Model; Developing Countries and Economies; Competitive Strategy; Demand and Consumers; Food and Beverage Industry; Food and Beverage Industry; New Zealand

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; Food and Beverage Industry; Food and Beverage Industry; Switzerland

May 1985 (Revised February 1990)
Case

American Food and Grains: Commodity and Ingredient Procurement

By: David A. Garvin

Keywords: Operations; Food and Beverage Industry; Food and Beverage Industry; United States

October 1988
Case

Beef Industry Council: ""Beef--Real Food for Real People"" Campaign

By: Stephen A. Greyser

Keywords: Advertising Campaigns; Animal-Based Agribusiness; Food and Beverage Industry; Food and Beverage Industry

April 1991 (Revised January 1997)
Case

Beatrice Companies--1985

By: David J. Collis

Describes the history of Beatrice Companies from its beginning as a dairy in 1891 to 1985, when the company was a $12 billion conglomerate. Focuses on the corporate strategies that Beatrice followed under each of its CEOs and concentrates on the company's strategic... View Details

Keywords: Corporate Strategy; Change; Food and Beverage Industry; Food and Beverage Industry