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10 Jan 2007
HBS Case

The Challenge of Managing National Security

attacks. Garry Emmons: The focus of your work is on how to manage integration within a highly differentiated organization. Post-9/11, how's the intelligence community doing on that score? Jan Rivkin:... View Details

Keywords: by Garry Emmons; Service

December 2019
Supplement

Mãe Terra and Unilever (B)

By: Lynn S. Paine, Ruth Costas and Mariana Cal

Unilever is making strides to integrate the operations of Mãe Terra—one of Brazil's leading brands for packaged organic foods—into its own structures, after acquiring the company in 2017. Mãe Terra’s CEO, Alexandre Borges, must decide whether to implement his original... View Details

Keywords: Brand Management; Sustainability; Mergers and Acquisitions; Mission and Purpose; Social Enterprise; Corporate Governance; Governing and Advisory Boards; Environmental Sustainability; Organizational Culture; Food and Beverage Industry; Agriculture and Agribusiness Industry; Brazil; Latin America

May 2011
Article

Underdog Branding: Why Underdogs Win in Recessions

By: Neeru Paharia, Anat Keinan and Jill Avery

Underdog stories about overcoming great odds through passion and determination are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak. They promise that success is still possible, a much needed message in... View Details

Keywords: Marketing; Brand Building; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Economics; Marketing Communications; Marketing Strategy; Advertising Campaigns; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry

November 2021 (Revised December 2022)
Case

Farfetch: Digital Transformation for Luxury Brands

By: Sunil Gupta, Jill Avery, Elena Corsi and Federica Gabrieli

Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had fluctuated since its IPO in 2018, it had... View Details

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

2014
Working Paper

The Nobel Prize: A 'Heritage-based' Brand-oriented Network

By: Mats Urde and Stephen A. Greyser

Purpose — Understanding the Nobel Prize as a 'true' heritage brand in a networked situation and its management challenges, especially regarding identity and reputation.

Methodology — The Nobel Prize serves as an in-depth case study and is analysed within... View Details

Keywords: Nobel Prize; Heritage Brand; Brand Network; Networked Brand; Brand Within A Network; Brand Orientation; Brand Stewardship; Corporate Brand Identity; Reputation; Networks; Organizations; Philanthropy and Charitable Giving; Brands and Branding

23 Jul 2001
Research & Ideas

Looking for CEOs in All the Wrong Places

ability, even when experience and academic research have shown that link to be tenuous. Other circumstances such as market conditions and the skills and experience of the company's senior management team can... View Details

Keywords: by Peter K. Jacobs; Employment

November 2016 (Revised February 2017)
Case

BrightStar Care: The Evolution of a Leadership Team

By: Boris Groysberg, Colleen Ammerman and John D. Vaughan

BrightStar Care was a rapidly growing franchise of home health care agencies. Founded by husband and wife team JD and Shelly Sun as a single agency near Chicago in 2002, BrightStar had opened nearly 300 franchises across the United States by 2016, generating over $300... View Details

Keywords: Health Care Services; Entrepreneurs; Board Of Directors; Boards Of Directors; Health Care Industry; Growth Strategy; Organizational Change; Brand Positioning; Entrepreneurial Organizations; Entrepreneurial Management; Franchising; Family-owned Business; Home Health Care; Managing Growth; Management Styles; Organizational Development; Talent Management; Women Executives; Women And Leadership; Business Startups; Family Business; Small Business; Talent and Talent Management; Governing and Advisory Boards; Health Care and Treatment; Human Capital; Leadership Development; Leadership Style; Business or Company Management; Growth and Development Strategy; Management Analysis, Tools, and Techniques; Management Skills; Management Style; Management Succession; Management Systems; Management Teams; Brands and Branding; Marketing Strategy; Strategy

November 1998 (Revised July 1999)
Case

Merrill Lynch's Acquisition of Mercury Asset Management

By: Andre F. Perold, Imran Ahmed and Randolph B Altschuler

In the Spring of 1998, Merrill Lynch faced an array of challenges and opportunities related to its global asset management business. The firm had recently completed its $5.3 billion cash acquisition of U.K.-based Mercury Asset Management, a transaction that made it one... View Details

Keywords: Acquisition; Asset Management; Currency; Financial Strategy; Global Strategy; Brands and Branding; Distribution; Production; Organizational Change and Adaptation; Retirement; Japan; Europe; United Kingdom

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October 2023
Case

Leading Transformation at IHCL

By: Krishna G. Palepu, V.G. Narayanan and Malini Sen

In November 2017, Puneet Chhatwal, took charge as MD and CEO of IHCL, popularly referred to as the Taj Hotels. Despite being India’s largest hospitality company by market capitalization and respected for its values and service, IHCL had made losses for the last seven... View Details

Keywords: Turn Around Management; Hospitality Industry; Brand Management; Financial Strategy; Business Model; Restructuring; Asset Management; Leadership Style; Crisis Management; Brands and Branding; Product Positioning; Segmentation; Asia; India

11 Mar 2019
Research & Ideas

Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country?

Administration. “Part of that is affecting what people in other countries perceive your country to be.” What does it take to create Denmark’s reputation for modern design or Bali’s Eat Pray Love-style picture View Details

Keywords: by Danielle Kost; Tourism

13 Mar 2008
Working Paper Summaries

An Investigation of Earnings Management through Marketing Actions

Keywords: by Craig J. Chapman & Thomas J. Steenburgh

May 2023
Teaching Note

Away: Scaling a DTC Travel Brand

By: Joseph B. Fuller and Jill Avery

Teaching Note for HBS Case No. 520-051. Away, a direct-to-consumer, digital native e-commerce seller of travel luggage, is debating how to invest its latest round of venture funding. How quickly could and should Away scale and what were the most promising growth... View Details

Keywords: Distribution; Growth and Development Strategy; E-commerce; Segmentation; Venture Capital; Consumer Products Industry

2019
Chapter

Succession Management

By: Joseph L. Bower

Although often described as an event, if succession is managed properly it is the culmination of a development process that takes place over a number of years, led by the CEO working with the board of directors. In the ideal situation several candidates will have been... View Details

Keywords: Leadership Development; Management Succession

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April 2003
Module Note

Design and Management of Health Care Delivery Processes, The

By: Richard M.J. Bohmer

Discusses the design and management of clinical processes in health care. Presents a framing of the clinical process as a problem-solving process that fundamentally involves learning along two dimensions and at least two levels. The two dimensions are: 1) learning in... View Details

Keywords: Management Analysis, Tools, and Techniques; Service Delivery; Management Practices and Processes; Learning; Health Care and Treatment; Health Industry

2015
Chapter

Framing the Game: How Brands' Relationships with Their Competitors Affect Consumer Preference

By: Neeru Paharia, Jill Avery and Anat Keinan

In this chapter, we explore how brands' relationships with their competitors affect consumers' preferences. Through a series of experiments, we show that the competitive context in which a brand operates can affect consumers' purchase interest and purchase frequency.... View Details

Keywords: Brand Management; CRM; Customer Relationship Management; Marketing Strategy; Marketing; Brands and Branding; Customer Focus and Relationships; Competition; Consumer Products Industry

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May 2019
Case

Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative (Brief Case)

By: John A. Quelch and Katherine B. Hartman

The Caesan Cheese Cooperative is considering introducing a new high-quality, high-margin artisan whiskey cheddar cheese. Deidra Kelly, vice president of marketing and product development at Caesan, must recommend to the Board of Directors whether to launch the product... View Details

Keywords: Brands and Branding; Product Development; Management; Product Marketing; Product Positioning; Marketing Strategy; Partners and Partnerships; Food and Beverage Industry

July–August 2025
Article

Don’t Let an AI Failure Harm Your Brand

By: Julian De Freitas

How companies market their AI systems affects the repercussions they face when their products fail. Marketers must promote their AI products with potential failure in mind. To do that, they must first understand consumers’ unique attitudes toward AI. Marketers who... View Details

Keywords: AI and Machine Learning; Brands and Branding; Product Marketing; Consumer Behavior; Attitudes

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September 2023
Case

The Meteoric Rise of Skims

By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger

Since its founding in 2019 by Kim Kardashian and Jens Grede, Skims, a solutions-oriented brand creating the next generation of underwear, loungewear, and shapewear with an eye toward body-type and skin-tone inclusivity, has experienced a meteoric rise. Kardashian, who... View Details

04 Jun 2014
What Do You Think?

Does Internet Technology Threaten Brand Loyalty?

marketing beliefs and expenditures regarding brand building and the lifetime value of a customer. It may also suggest different approaches to the management View Details

Keywords: by James Heskett; Advertising; Consumer Products; Technology

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