Crisis Marketing - Publications - Faculty & Research - Harvard Business School

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August 2006 (Revised October 2012)
Case

Natura: Global Beauty Made in Brazil

By: Geoffrey G. Jones and Ricardo Reisen de Pinho

Explores the globalization strategies of Natura, Brazil's largest cosmetics company. Founded in 1969, Natura grew using a direct selling model. Led by its three founders, the firm made distinctive use of Brazil's diversity and became characterized by high ethical and... View Details

Keywords: Global Strategy; Globalized Firms and Management; Globalized Markets and Industries; Corporate Social Responsibility and Impact; Beauty and Cosmetics Industry; Brazil

13 Apr 2020
Research & Ideas

Small Businesses Are Worse Off Than We Thought

If the COVID-19 crisis lasts four months, 65 percent of small retailers say there’s a good chance they’ll be forced to close permanently by the end of the year. Among restaurants and bars, 70 percent expect to go out of business if... View Details

Keywords: by Kristen Senz; Financial Services

12 Jul 2020
Working Paper Summaries

Sticky Capital Controls

Keywords: by Miguel Acosta-Henao, Laura Alfaro, and Andrés Fernández

20 Oct 2010
Op-Ed

Export Competitiveness: Reversing the Logic

export is what has often been understood as "export competitiveness". In this thinking, exports become the target and ultimate goal of economic policy. While the crisis has increased the demand for growth strategies, it has also... View Details

Keywords: by Christian Ketels

February 2008 (Revised March 2009)
Case

Primus, 2007

Primus is a credit derivative product company. How will they weather the credit crisis of 2007? View Details

Keywords: Financial Crisis; Credit; Credit Derivatives and Swaps; Financial Markets; Financial Services Industry

January 2021 (Revised August 2021)
Case

ByteDance: TikTok and the Trials of Going Viral

By: William C. Kirby and John P. McHugh

In 2020, TikTok became the most valuable start-up ever. The short-form, video-sharing social media platform emerged as the crown jewel of the Chinese technology firm ByteDance, realizing 850 million monthly users and an estimated worth of $180 billion. However, a... View Details

July 2014
Supplement

Barclays Bank and Contingent Capital Notes, 2012 (CW)

By: Lucy White and Trent Kim

In 2012, regulatory changes following the financial crisis mean that Barclays Bank is faced with the need to raise large amounts of capital in order to comply with increased capital requirements, tightening rules as to the "quality of capital," and increased risk... View Details

Keywords: Capital; Financial Crisis; Banks and Banking; Banking Industry

September 2009 (Revised September 2009)
Case

The Termination of U.S. Auto Dealerships in 2009

By: Das Narayandas, Kerry Herman and Sarah Morton

The case chronicles the sudden termination of many U.S. autodealers in the wake of the economic crisis in the fall of 2008. View Details

Keywords: Business Exit or Shutdown; Financial Crisis; Marketing; Distribution; Sales; Auto Industry; United States

Find at Harvard

March 2014
Teaching Note

Barclays Bank and Contingent Capital Notes, 2012

By: Lucy White

In 2012, regulatory changes following the financial crisis mean that Barclays Bank is faced with the need to raise large amounts of capital in order to comply with increased capital requirements, tightening rules as to the "quality of capital," and increased risk... View Details

Keywords: Capital; Financial Crisis; Banks and Banking; Banking Industry

2014
Working Paper

The State of Small Business Lending: Credit Access During the Recovery and How Technology May Change the Game

By: Karen G. Mills and Brayden McCarthy

Small businesses are core to America's economic competitiveness. Not only do they employ half of the nation's private sector workforce—about 120 million people—but since 1995 they have created approximately two-thirds of the net new jobs in our country. Yet in recent... View Details

Keywords: Small Business; Financing and Loans; United States

March 2013
Case

NovaStar Financial: A Short Seller's Battle

By: Suraj Srinivasan and Amy Kaser

The NovaStar case describes the challenges faced by short seller Marc Cohodes of hedge fund Rocker Partners as he tried to expose what he thought was widespread fraud in mortgage lender NovaStar Financial. The case is set in the time period from 2001 to 2007 and tracks... View Details

September 2007
Case

Tetra Pak Argentina

By: Tarun Khanna, Krishna G. Palepu and Gustavo A. Herrero

Deals with the hands-on management of a difficult situation facing the subsidiary of a multinational corporation (Tetra Pak) in a developing country (Argentina). The situation arises from a major economic, social, and institutional breakdown that jeopardizes the... View Details

Keywords: Developing Countries and Economies; Financial Crisis; Currency Exchange Rate; Sovereign Finance; Multinational Firms and Management; Crisis Management; Business and Government Relations; Argentina

December 2023
Article

Intermediary Balance Sheets and the Treasury Yield Curve

By: Wenxin Du, Benjamin Hebert and Wenhao Li

We document a regime change in the Treasury market post-Global Financial Crisis (GFC): dealers switched from net short to net long Treasury bonds. We construct “net-long” and “net-short” curves that account for balance sheet and financing costs, and show that actual... View Details

Keywords: Bonds; Financial Markets; Financial Crisis; Asset Pricing

January 1989 (Revised December 1991)
Case

British Airways: ""Go for It, America!"" Promotion (A)

By: Stephen A. Greyser

Senior marketing executives of a major international airline are deciding on a strategy to address a crisis situation precipitated by a series of terrorist acts. The company is experiencing the worst downturn ever in its U.S.-U.K. travel business due to media reports... View Details

Keywords: Advertising Campaigns; Crime and Corruption; Crisis Management; Management Teams; Time Management; Marketing Strategy; Perception; Value Creation; Travel Industry; United Kingdom; United States

October 2002 (Revised May 2004)
Case

Starbucks and Conservation International

By: James E. Austin and Cate Reavis

Starbucks, the world's leading specialty coffee company, developed a strategic alliance with Conservation International, a major international environmental nonprofit organization. The purpose of the alliance was to promote coffee-growing practices of small farms that... View Details

Keywords: Financial Crisis; Growth and Development Strategy; Markets; Demand and Consumers; Production; Corporate Social Responsibility and Impact; Cooperative Ownership; Performance Efficiency; Alliances; Nonprofit Organizations; Food and Beverage Industry; Mexico

August 2019 (Revised March 2023)
Case

Rand Fishkin at Moz (A)

By: Thomas R. Eisenmann

In 2016, senior management at Moz, a venture capital–backed startup providing software tools for digital marketing professionals, must decide how to address a looming cash flow crisis precipitated by failed efforts to broaden its product line. Seattle-based Moz had... View Details

Keywords: Startups; Scaling; Entrepreneurship; Failure; Business Startups; Diversification; Growth Management; Technology Industry

December 2010 (Revised October 2021)
Case

Silver Lake

By: David J. Collis and Elizabeth A. Kind

Dave Roux, co-founder and chairman of Silver Lake, a private equity (PE) firm specializing in technology investments, was meeting with the firm's investment committee via video conference to discuss options for Silver Lake's future growth. While the private equity... View Details

Keywords: Growth and Development Strategy; Competitive Strategy; Private Equity; Expansion; Global Range; Financial Services Industry

May 1994 (Revised December 1997)
Case

Sealed Air Corporation 's Leveraged Recapitalization (A)

Less than a year after Sealed Air embarked on a program to improve manufacturing efficiency and product quality, the company borrowed almost 90% of the market value of its common stock and paid it out as a special dividend to shareholders. Management purposefully and... View Details

Keywords: Organizational Change and Adaptation; Corporate Finance; Manufacturing Industry

June 2003 (Revised January 2004)
Case

Argentina's Financial System Fenced In

By: Huw Pill, Claudia Onoforio and Romina Abal

Provides an opportunity to analyze the Argentine financial crisis of 2001/2002, which culminated in the abandonment of the convertibility plan introduced by Domingo Cavallo in 1991. Focusses on the role of the financial system. View Details

Keywords: Emerging Markets; Financial Crisis; Currency; Crisis Management; Property; Argentina

29 Sep 2009
First Look

First Look: September 29

leverage during bad times. If refinancing-facilitated homeowner-equity extraction is sufficiently widespread—as it was during the years leading up to the peak of the U.S. residential real-estate market—the inadvertent coordination of leverage during a View Details

Keywords: Martha Lagace

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