Publications

22 Oct 2018
Blog Post

HBS Marketing Club Presents: The Brand Summit

discuss during interviews. The Brand Summit will take place on November 4, 2018. It will feature a day of inspiring talks from our keynote speakers from Peloton, Carnival... View Details

Keywords: All Industries

29 Oct 2000
Research & Ideas

Building a Powerful Prestige Brand

placing the Lauder counter close to and to the right of the entrance to keep the brand in consumers' line of vision. She spent a week at each... View Details

Keywords: by Nancy F. Koehn; Beauty & Cosmetics; Consumer Products; Retail

01 Dec 2000
News

Opening Doors: Inside the World of Museum Management

advertising savvy are but two of the myriad skills that are required of today's museum manager. Traditionally, museums have been run by academics who worked their way through the curatorial ranks, but more... View Details

Keywords: Susan Young; museums; marketing; management; nonprofits; education; facilities; Internet; Museums, Historical Sites, and Similar Institutions; Arts, Entertainment; Advertising, Public Relations, and Related Services; Professional Services

April 2020
Teaching Note

Glossier: Co-Creating a Cult Brand with a Digital Community

By: Jill Avery

Teaching Note for HBS No. 519-022. Flush with cash from its Series C fundraise, cult beauty brand Glossier considers its next phase of growth, facing critical decisions on how to allocate its capital to support various marketing communications and distribution... View Details

Keywords: Digital Marketing; Crowdsourcing; CRM; Startup; Direct-to-consumer; DTC; Marketing; Marketing Strategy; Brands and Branding; Consumer Behavior; Customer Relationship Management; Venture Capital; Business Startups; Entrepreneurship; Social Media; Beauty and Cosmetics Industry; United States

Web

Managing the Future of Work

Managing the challenges posed by the changing nature of work Managing the challenges posed by the changing nature of work Multiple forces View Details

07 Jan 2025
Blog Post

Revolutionizing Wellness: Kate Twist (MBA 2008) Shapes the Future of Consumer Health Brands

as Manager, Clinique Global Marketing, rising quickly to a Director role. “Joining the Clinique brand at Estee Lauder allowed me to get more classic brand management training... View Details

January 2008
Case

Lenovo: Building A Global Brand (Multimedia case)

By: John A. Quelch and Carin-Isabel Knoop

Announced in December 2004, the $1.75 billion acquisition of IBM's PC division by Lenovo, China's largest PC maker, made headlines around the world. A relative upstart in the business, Lenovo acquired the division of IBM that invented the PC in 1981. While Lenovo was... View Details

Keywords: Marketing Strategy; Multinational Firms and Management; Information Infrastructure; Global Strategy; Acquisition; Brands and Branding; Manufacturing Industry; Computer Industry; China

April 2022 (Revised August 2022)
Case

Restaurant Brands International: Version 2.0

By: Boris Groysberg and Sarah L. Abbott

In 2010, 3G Capital acquired Burger King, the second largest burger chain globally. 3G expanded Burger King’s operations via acquisitions into a multi-brand business, renamed Restaurant Brands International. The acquisition had been a financial success story for 3G.... View Details

Keywords: Leadership; Growth and Development; Performance Evaluation; Private Equity; Franchise Ownership; Culture; Change Management; Strategy; Human Resources; Information Technology; Competition; Retail Industry; United States

30 Jun 2017
News

Rebuilding the Girl Scouts Brand

negative to our brand?’ At JDRF, when I arrived, brand management and having brand as part of the decision tree was a new practice.” There is one... View Details

Keywords: April White

20 Mar 2017
Book

Why Companies Are Placing Users at the Core of Their Innovation Strategies

number of companies are placing users at the core of their business strategies. Take MUJI, a leading Japanese design retailer, which has created a range View Details

Keywords: by Dina Gerdeman

June 2016 (Revised November 2021)
Case

Longchamp

By: Jill Avery, Tonia Junker and Daniela Beyersdorfer

Longchamp’s Le Pliage is one of the fashion world’s most successful products, a cultural icon across the globe. But managing the low priced, nylon handbag is challenging as Longchamp tries to move its brand upmarket into higher priced, luxury leather goods. How much... View Details

Keywords: Brand Management; Luxury Brand; Brand Positioning; Product Strategy; Retailing; Pricing Strategy; Marketing; Brands and Branding; Marketing Strategy; Luxury; Family Business; Price; Strategy; Apparel and Accessories Industry; Retail Industry; Consumer Products Industry; Fashion Industry; France; Europe

June 2019
Case

Rachael Ray: Cooking Up a Brand

By: Boris Groysberg, Robin Abrahams and Kerry Herman

Rachael Ray built a remarkable career and brand, first as a cooking personality, and then as a lifestyle maven. This case explores her early career, decisions taken along the way, and the successes she achieved in publishing, television and as a spokesperson. As her... View Details

Keywords: Personal Development and Career; Decision Choices and Conditions; Brands and Branding; Entrepreneurship

28 Oct 2021
News

The Toxic Effects of Branding Your Workplace a “Family”

January–February 2019
Article

What Does Your Corporate Brand Stand For?

By: Stephen A. Greyser and Mats Urde

While most firms are adept at defining product brands, they’re less sure-footed with their corporate brands. What exactly does a parent company’s name represent, and how is it perceived in the marketplace?
A strong corporate identity provides direction and... View Details

Keywords: Organizations; Identity; Brands and Branding; Reputation; Management Analysis, Tools, and Techniques; Corporate Strategy

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12 Sep 2016
Research & Ideas

What Brands Can Do to Monitor Factory Conditions of Suppliers

critical to enable brands to manage this risk.” Toffel’s second study, Monitoring Global Supply Chains with Short and Georgetown University McDonough School of Business... View Details

Keywords: by Michael Blanding

November 2001
Case

Charles Schwab Corp.: Introducing A New Brand

By: Rajiv Lal and David Kiron

As the financial services industry converges, how should Charles Schwab, widely known as a discount brokerage firm, position its brand? This case presents elements of the company's overall brand strategy--including brand assets, choice of target audience, and media... View Details

Keywords: Growth and Development Strategy; Brands and Branding; Marketing Strategy; Financial Services Industry

2022
Chapter

Sustainability for People and the Planet: Placing Workers at the Center of Sustainability Research

By: Julie Yen, Julie Battilana and Emilie Aguirre

Though workers face a series of critical challenges in contemporary work organizations, they are often overlooked in conversations about sustainable business. In this chapter, we argue that prioritizing the rights and well-being of workers is a core dimension of... View Details

Keywords: Environmental Sustainability; Employees; Well-being; Corporate Social Responsibility and Impact; Organizational Structure; Social Issues

February 5, 2009
Comment

In Praise of Marketing

By: John A. Quelch

Many dismiss marketing as manipulative, deceptive, and intrusive. Marketing, they argue, focuses too much of our attention on material consumption. More recently, Benjamin Barber, in his 2007 book Consumed, claims that marketing is "sucking up the air from every other... View Details

Keywords: Marketing; Consumer Loyalty; Local Vs. Global Branding; Multi-national Brands; Misleading and Fraudulent Advertising; Customer Value and Value Chain; Customer Satisfaction; Globalized Economies and Regions; Cross-Cultural and Cross-Border Issues; Multinational Firms and Management; Globalized Markets and Industries; Brands and Branding; Marketing Communications; Marketing Strategy; Product Positioning

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2008
Working Paper

An Investigation of Earnings Management through Marketing Actions

By: Craig James Chapman and Thomas J. Steenburgh

Prior research hypothesizes managers use "real actions," including the reduction of discretionary expenditures, to manage earnings to meet or beat key benchmarks. This paper examines this hypothesis by testing how different types of marketing expenditures are used... View Details

Keywords: Performance Expectations; Earnings Management; Marketing Strategy; Financial Reporting; Brands and Branding; Food and Beverage Industry