Publications

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16 Jun 2008
Research & Ideas

Seven Tips for Managing Price Increases

the board but only on items selected as your inflation-busters. For cash poor consumers, these promotions should hit the key price points on small pack sizes. For cash rich consumers, encourage multi-unit purchases ahead of the inevitable next price increase. Strong... View Details

Keywords: by John Quelch

21 Aug 2013
Research & Ideas

What Went Wrong at J.C. Penney?

especially lower- and middle-income families, while the boutiques didn't want their brands diluted by discount pricing. The depths of the recession made this everyday-low-prices strategy difficult to carry out. Customer traffic dropped... View Details

Keywords: by Jim Aisner; Retail

18 Jul 2023
News

The First Five Years: Brooke Biederman (MBA 2019)

I’ll think, what commercial IP products could a project generate? It's a hybrid business-creative Mad Libs I love. What was your favorite class at HBS? A three-way tie between Arts & Cultural Entrepreneurship, Brand Strategy, and The... View Details

Keywords: Robert Bochnak

August 2006
Case

Dreyer's Slow Churned(TM) Ice Cream

By: Noel H. Watson, Steven C. Wheelwright and Brian DeLacey

Examines capacity forecasting and planning in a complex new product introduction scenario. The introduction at Dreyer's, a large dairy snack manufacturer, involves not only a new product but a new manufacturing process and product package, thus implying a significant... View Details

Keywords: Advertising; Forecasting and Prediction; Growth and Development Strategy; Brands and Branding; Product Launch; Product Development; Planning; Food and Beverage Industry; United States

14 Oct 2014
First Look

First Look: October 14

Review Making Charity Pay By: Norton, Michael I., and Jill Avery Abstract—Companies are increasingly experimenting with the use of philanthropy to enhance consumer loyalty, brand awareness, and sales. But even highly creative approaches... View Details

Keywords: Sean Silverthorne

May–June 2015
Article

Television Advertising and Online Shopping

By: Jura Liaukonyte, Thales Teixeira and Kenneth Wilbur

Media multitasking competes with television advertising for consumers' attention, but it also may facilitate immediate and measurable response to some advertisements. This paper explores whether and how television advertising influences online shopping. We construct a... View Details

Keywords: Content Analysis; Difference-in-differences; Internet; Media Multitasking; Online Purchases; Advertising; Advertising Industry; United States

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Article

Making 'Green Giants': Environment Sustainability in the German Chemical Industry, 1950s–1980s

By: Geoffrey Jones and Christina Lubinski

This article examines the evolution of corporate environmentalism in the West German chemical industry between the 1950s and the 1980s. It focuses on two companies, Bayer and Henkel, that have been identified as "green giants," and traces the evolution of their... View Details

Keywords: Business History; Green Business; Regional Strategy; Pollution; Henkel; Bayer; Globalization; History; Chemical Industry; Germany; United States

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2011
Working Paper

The Flexible Substitution Logit: Uncovering Category Expansion and Share Impacts of Marketing Instruments

By: Qiang Liu, Thomas J. Steenburgh and Sachin Gupta

Different instruments are relevant for different marketing objectives (category demand expansion or market share stealing). To help brand managers make informed marketing mix decisions, it is essential that marketing mix models appropriately measure the different... View Details

Keywords: Decision Choices and Conditions; Forecasting and Prediction; Investment; Brands and Branding; Marketing Strategy; Demand and Consumers; Mathematical Methods

May 2024
Supplement

HubSpot and Motion AI (B): Generative AI Opportunities

By: Jill Avery

The technologies driving artificial intelligence (AI) had progressed significantly since HubSpot’s acquisition of Motion AI in 2017. Generative AI was the newest major development. Software-as-a-service (SaaS) companies such as HubSpot were analyzing how generative AI... View Details

Keywords: Artificial Intelligence; CRM; Chatbots; Sales Management; Generative Ai; SaaS; Marketing; Sales; AI and Machine Learning; Customer Relationship Management; Applications and Software; Technological Innovation; Competitive Advantage; Technology Industry; United States

2019
Article

Pay-for-Monopoly?: An Assessment of Reverse Payment Deals by Pharmaceutical Companies

By: Sana Rafiq and Max Bazerman

Abstract Over the past eighteen years, pharmaceutical firms have developed a blueprint to impede competition in order to maintain their monopoly profits. This scheme, termed pay-for-delay, involves direct or indirect payment of money from a branded-drug manufacturer... View Details

Keywords: Monopoly; Policy; Competition; Agreements and Arrangements; Pharmaceutical Industry

February 2015
Case

Founder Field Day

By: Matthew Rhodes-Kropf, Ramana Nanda and Nathaniel Burbank

Branded as the "Millennial firm for Millennials," Mike Rothenberg founded Rothenberg Ventures (RV) in 2012 while earning his MBA at the Harvard Business School (HBS). Over the following 24 months, Rothenberg raised $20 million and built a venture capital firm that made... View Details

Keywords: Finance; Startups; Seed-investing; Micro-VC; Venture Capital; Business Startups; San Francisco; New York (city, NY)

20 Nov 2018
First Look

New Research and Ideas, November 20, 2018

School Case 919-403 Philanthropy and Brand Building: Jeff Vinik and the Tampa Bay Lightning Owner Jeff Vinik and top management of the NHL Tampa Bay Lightning are reviewing their strategy and progress in achieving their goals of... View Details

Keywords: Dina Gerdeman

17 Feb 2010
First Look

First Look: Feb. 17

critiques of prior work on ads as signals; namely, that ad content is irrelevant, ad exposure is unnecessary, and the choice of ads as signals is inherently arbitrary. The Consumer Psychology of Mail-in Rebates Authors:John T. Gourville and Dilip Soman... View Details

Keywords: Martha Lagace

October 2024
Case

Sacoor Brothers: From Co-Family CEOs to No Family CEOs?

By: Lauren Cohen, David Ager and Alpana Thapar

Sacoor Brothers, a luxury clothing retail company, was founded in 1989 in Lisbon, Portugal, by four brothers—Malik, Salim, Rahimo, and Moez. After establishing a strong presence in Portugal, the brothers were drawn to the rapidly growing retail markets in the Middle... View Details

October 2023 (Revised January 2024)
Case

McDonald's Board of Directors (A)

By: Lynn S. Paine and Will Hurwitz

In October 2019, the McDonald’s Corporation board of directors, chaired by Enrique Hernandez, Jr., gathered to learn the results of their outside counsel’s investigation into the conduct of the CEO. On the surface, the iconic fast-food chain was thriving as growing... View Details

December 2021
Case

Green Monday

By: José B. Alvarez, Billy Chan and Dawn H. Lau

This case describes the entrepreneurial journey of David Yeung, from campaigning for plant-based diets to building Green Monday, a purpose-driven business and an ecosystem based in Hong Kong comprising a retail platform, an alternative meat brand (“OmniPork”), a... View Details

Keywords: Agribusiness; Plant-Based Agribusiness; Social Enterprise; Entrepreneurship; Business Startups; Business Model; Mission and Purpose; Growth and Development Strategy; Agriculture and Agribusiness Industry; Food and Beverage Industry; Retail Industry; Hong Kong; China; Asia

December 2019
Case

Walmart Ecommerce (B): Omnichannel Pursuits

By: Ramon Casadesus-Masanell and Karen Elterman

This case is an abridged version (part 2 of 2) of "Walmart's Omnichannel Strategy: Revolution or Miscalculation?" HBS Case No. 720-370. The (B) case describes Walmart’s omnichannel strategy in 2018 as it battled Amazon for online retail market share. Walmart aimed to... View Details

Keywords: Acquisition; Strategy; Internet and the Web; Distribution; Distribution Channels; Competitive Strategy; Retail Industry; Bentonville; Arkansas; United States

November 2018
Case

Yatooq: Longing for Arabic Coffee

By: Mark Roberge, Gamze Yucaoglu and Samer Al-Rachedy

As one of the few female entrepreneurs in Saudi Arabia, Lateefa Alwaalan had been trying to produce the perfect cup of Arabic coffee for over a decade. In 2007, she began testing various coffee blends, which she later branded Yatooq, the Arabic word for “craving” or... View Details