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  • February 2025 (Revised April 2025)
  • Case

Shake Shack's Playbook for the Digital Era

By: Christopher Stanton, Allison Ciechanover and George Gonzalez
This case examines Shake Shack’s journey from a single New York City hot dog cart to a global fast-casual restaurant chain renowned for both premium quality and a culture of “enlightened hospitality.” As the company expands worldwide, it pilots digital ordering... View Details
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    Geoffrey G. Jones

    Geoffrey Jones is the Isidor Straus Professor of Business History, and Faculty Chair of the School's Business History Initiative. He holds degrees of BA, MA and PhD from Cambridge University, UK. He has an honorary Doctorate in Economics and Business Administration... View Details

    Keywords: banking; beauty products; construction; consumer products; energy; entertainment; fashion; financial services; food; food processing; green technology; petroleum; service industry
    • November 2000 (Revised October 2005)
    • Case

    TiVo

    TiVo is a digital video recorder that allows viewers to watch what they want, when they want to watch it. Fourteen months into the launch, sales are very disappointing. Brodie Keast, VP of marketing and sales, wants to combine a catchy communications campaign, product... View Details
    Keywords: Marketing Communications; Product Launch; Television Entertainment; Innovation and Invention; Electronics Industry
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    • Web

    Insights & Advice Blog

    Insights & Advice Insights & Advice View: Grid View List View How Student-Proposed Internships Can Create Value 20 May 2025 | Summer Internships One student shares her experience designing her own summer role with fashion brand Anine... View Details
    • 27 Feb 2007
    • First Look

    First Look: February 27, 2007

    has quality variations, reducing consumption. Five independent growers formed a cooperative to provide quality control and a brand name—Ripe 'N Ready—that enabled retailers to differentiate their stores and producers to differentiate the... View Details
    Keywords: Martha Lagace
    • March 2008 (Revised October 2009)
    • Case

    Crossing Borders: MTC's Journey through Africa

    By: Tarun Khanna and Ayesha Khan
    This is the story of MTC, a Kuwaiti telecom company that has grown from a sleepy, state monopoly to become one of the fastest growing telecom companies in the world, with the largest regional footprint across the Middle East and Africa. The CEO of the company, Dr. Saad... View Details
    Keywords: Mergers and Acquisitions; Cross-Cultural and Cross-Border Issues; Global Strategy; Globalized Firms and Management; Growth and Development Strategy; Emerging Markets; Telecommunications Industry; Africa; Kuwait
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    • September 2006 (Revised December 2007)
    • Case

    Go Red For Women: Raising Heart Health Awareness

    By: V. Kasturi Rangan and Marie Bell
    In 2003, the $654 million American Heart Association (AHA) approached Cone, Inc. (a brand and communications agency) to develop a corporate sponsorship strategy that would raise $75 million over three years. Within 12 months, the AHA launched the highly successful Go... View Details
    Keywords: Philanthropy and Charitable Giving; Marketing Communications; Social Marketing; Nonprofit Organizations; Social and Collaborative Networks
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      David E. Bell

      David E. Bell is a Baker Foundation Professor at HBS. He has taught marketing many times in the MBA program including as course head.

      During his career at HBS, David has taught a variety of other courses to both MBAs and executives, including risk... View Details

      Keywords: agribusiness; agriculture; apparel; e-commerce industry; fashion; food; food processing; grocery; insurance industry; marketing industry; retailing
      • Program

      Senior Executive Leadership Program—China

      brand equity Measure, monitor, and communicate corporate performance while driving critical change Lead authentically and ethically at all levels and nurture a culture of accountability Build confidence in yourself as a leader,... View Details
      • October 2011 (Revised March 2015)
      • Case

      Dongfeng Passenger Vehicle Company: Marketing Challenges for the Underprivileged Latecomer

      By: Willy Shih and Nancy Hua Dai
      As Mr. Li Chunrong visited the new assembly line for the Dongfeng Passenger Vehicle Company in Wuhan, China, he contemplated the position his business unit found itself in: a latecomer. As a state-owned enterprise Dongfeng had entered into numerous joint ventures to... View Details
      Keywords: Market Entry and Exit; Problems and Challenges; Auto Industry; China
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      • March 2000 (Revised September 2000)
      • Case

      yesmail.com

      David Tolmie wants yesmail.com to become a leader in "permission marketing." Yesmail sends clients promotional e-mail messages to targeted consumers who said "yes" when asked whether they wished to receive promotional offers in a set of categories of interest. Tolmie... View Details
      Keywords: Marketing Communications
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      • 11 May 2020
      • News

      Professor Frances Frei talks Uber, WeWork & more

      • 17 Aug 2020
      • Research & Ideas

      What the Stockdale Paradox Tells Us About Crisis Leadership

      each person introduce themselves by their name, job title, mission, and their immediate tasks (e.g, “I’m Sarah, I’m a creative, I’m creating a brand for Client X, I’m in this meeting to present findings and receive feedback”). Emergency... View Details
      Keywords: by Boris Groysberg and Robin Abrahams
      • April 29, 2020
      • Article

      The Case for AI Insurance

      By: Ram Shankar Siva Kumar and Frank Nagle
      When organizations place machine learning systems at the center of their businesses, they introduce the risk of failures that could lead to a data breach, brand damage, property damage, business interruption, and in some cases, bodily harm. Even when companies are... View Details
      Keywords: Artificial Intelligence; Machine Learning; Internet and the Web; Safety; Insurance; AI and Machine Learning; Cybersecurity
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      • February 2018 (Revised January 2020)
      • Case

      SoulCycle: The Road Ahead

      By: Ashish Nanda, Eric Van den Steen and Jeffrey Boyar
      Julie Rice and Elizabeth Cutler founded SoulCycle, an indoor cycling studio chain, in 2006 as more than a health club; they wanted it to become a lifestyle brand that would “empower riders in an immersive fitness experience.” By early 2015, SoulCycle had grown to 38... View Details
      Keywords: Fitness; Fitness Industry; Exercise; Cycling; Boutique Fitness; Exit Strategy; Growth; Bicycles; Retail; Pricing; Community; SoulCycle; Vision; Health; Leadership; Strategy; Marketing; Decision Making; Health Industry; United States
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      • May 2010
      • Case

      Flare Fragrances Company, Inc: Analyzing Growth Opportunities

      By: John A. Quelch and Lisa D. Donovan
      Flare Fragrances, a manufacturer of perfumes for women, faces a growth challenge in a difficult economic environment. CEO Joely Patterson outlines two growth opportunities for her marketing staff to evaluate. One involves launching a new scent -- and possibly... View Details
      Keywords: Quantitative Analysis; Market Segmentation; Product Introduction; New Product Marketing; Product Lines; Product Positioning; Distribution; Product Launch; Segmentation; Growth and Development Strategy; Consumer Products Industry
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      • Web

      Contact Us

      cpd@hbs.edu Phone 1.617.495.6232 Hours of Operation Mon - Fri, 8:30am - 5:00pm Follow Us On LinkedIn Insights & Advice How Student-Proposed Internships Can Create Value 20 MAY 2025 One student shares her experience designing her own summer role with fashion View Details
      • March 7, 2024
      • Article

      Integrating Digital Tools into Every Stage of Your Sales Strategy

      By: Frank V. Cespedes and Georg Krentzel
      In their growth and customer-acquisition activities, most companies now face twin challenges: understanding and responding to omni-channel buying behavior and doing that without inadvertently decreasing sales productivity. Thirty years ago, Peter Drucker noted that... View Details
      Keywords: Sales Management; Digital Tools; Sales; Marketing Channels; Technology Adoption; Brands and Branding
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      • Web

      Harvard Business School Online Courses & Learning Platforms

      $1,850 Certificate New Creating Brand Value Professor Jill Avery Build strong, differentiated brands that resonate with consumers and give your company a competitive edge. 6 weeks, 3-8 hrs/week Pay by June... View Details
      • April 2019
      • Case

      Afterpay U.S.: The Omnichannel Dilemma

      By: Antonio Moreno, Donald Ngwe and George Gonzalez
      In 2018, Nick Molnar, the founder of the Australia-based online payment service Afterpay began its expansion to the U.S. market. The service had gained a loyal following in Australia by enabling customers to pay for online purchases through four interest-free... View Details
      Keywords: Omnichannel Retail; Multi-sided Platforms; Value Creation; Business Model Innovation; Fintech; Digital Marketing; Disruptive Innovation; Business Startups; Business Growth and Maturation; Business Model; Business Organization; For-Profit Firms; Change Management; Customer Value and Value Chain; Customer Relationship Management; Customer Satisfaction; Financing and Loans; Microfinance; Global Strategy; Marketing Channels; Brands and Branding; Marketing Strategy; Market Entry and Exit; Digital Platforms; Product Development; Supply Chain Management; Business and Stakeholder Relations; Networks; Network Effects; Internet and the Web; Financial Services Industry; Retail Industry; Technology Industry; United States; Australia
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