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Show Results For
- All HBS Web
(594)
- People (1)
- News (145)
- Research (351)
- Events (1)
- Multimedia (6)
- Faculty Publications (201)
- August 2018 (Revised February 2023)
- Case
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
By: Jill Avery and Ayelet Israeli
As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details
Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Consumer Behavior; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Social Media; E-commerce; Analytics and Data Science; Health Industry; Consumer Products Industry; United States; North America; Europe
Avery, Jill, and Ayelet Israeli. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Case 519-011, August 2018. (Revised February 2023.)
- July 2022
- Teaching Note
Arçelik (A), (B): From a Dealer Network to an Omnichannel Experience
By: Ayelet Israeli, Fares Khrais and Menna Hassan
Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in... View Details
Keywords: Digital Marketing; Bricks And Mortar; Franchise Management; Franchising; Dealer Network; Dealers; B2B; B2B2C; Tradition; Culture Change; Cultural Adaptation; Omnichannel; Omnichannel Retail; Omni-channel; Omnichannel Retailing; Sales Channels; Sales Channel Development; Channel Management; Channels Of Distribution; Marketplace; Platforms; Collaboration; Online Channel; Online Data; Online Sales; Online Shopping; Online; Retail; Retailing; Disruption; Transformation; Franchise Ownership; Change Management; Partners and Partnerships; Consumer Behavior; Sales; Internet and the Web; Marketing Strategy; Conflict and Resolution; Conflict Management; Organizational Culture; Distribution Channels; Digital Transformation; Electronics Industry; Retail Industry; Consumer Products Industry; Turkey
- Teaching Interest
Overview
By: Jill J. Avery
Creating Brand Value (MBA elective course)
Overview:
In the consumer/retail space, brands are often companies’ most valuable assets and sources of their sustainable competitive advantage. But, managing brands to achieve their full value potential... View Details
Overview:
In the consumer/retail space, brands are often companies’ most valuable assets and sources of their sustainable competitive advantage. But, managing brands to achieve their full value potential... View Details
- October 2016 (Revised April 2018)
- Case
DataXu: Selling Ad Tech
By: Frank V. Cespedes, John Deighton, Lisa Cox and Olivia Hull
DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a... View Details
Keywords: Sales Management; Pricing; Programmatic Ad Buying; ＂Marketing Analytics＂; Advertising Technology; Sales; Digital Marketing; Marketing Strategy; Advertising Campaigns; Product Launch; Product Positioning; Media; Technology Industry; Advertising Industry; Boston; Massachusetts
Cespedes, Frank V., John Deighton, Lisa Cox, and Olivia Hull. "DataXu: Selling Ad Tech." Harvard Business School Case 817-012, October 2016. (Revised April 2018.)
- November 2019 (Revised April 2020)
- Case
Purple Innovation, Inc.: The Online to Offline Marketing Challenge
By: Elie Ofek and Nakisha Williams
This case focuses on Purple Innovation Inc. (Purple), a company that started out in the Direct to Consumer (DTC) mattress space. In late 2018, after a successful launch and IPO with sales predominantly originating from its website, Purple was looking to sustain its... View Details
Keywords: Offline Sales; Marketing Strategy; Digital Marketing; Growth and Development Strategy; Consumer Products Industry; Retail Industry
Ofek, Elie, and Nakisha Williams. "Purple Innovation, Inc.: The Online to Offline Marketing Challenge." Harvard Business School Case 520-040, November 2019. (Revised April 2020.)
- 18 Sep 2017
- Research & Ideas
'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing
at some of the social media missteps brands have taken over the past decade–and the lessons we’ve learned from them. Prioritizing technology over substance Maybe it’s because the medium seems so ephemeral, but View Details
Jacob M. Cook
Jacob Cook is a Lecturer in the Marketing Unit at Harvard Business School, where he teaches the EC course Digital Marketing & AI Workshop. His work focuses on how companies design and scale customer acquisition and retention strategies using digital marketing,... View Details
- March 2024 (Revised April 2024)
- Case
Angel City Football Club: Scoring a New Model
By: Jeffrey F. Rayport, Jennifer Fonstad and Nicole Tempest Keller
In January 2024, Kara Nortman, Julie Uhrman, and Natalie Portman, the founders of Angel City Football Club (ACFC) were developing the club’s first three-year strategic plan. Founded in 2020, ACFC had a star-studded investor group, including Portman and celebrities such... View Details
Keywords: Sports; Entertainment; Entrepreneurship; Brands and Branding; Venture Capital; Business Model; Corporate Strategy; Digital Marketing; Sports Industry; Entertainment and Recreation Industry; United States; California; Los Angeles
Rayport, Jeffrey F., Jennifer Fonstad, and Nicole Tempest Keller. "Angel City Football Club: Scoring a New Model." Harvard Business School Case 824-192, March 2024. (Revised April 2024.)
- August 2019
- Case
Legrand's Acquisition of Milestone
By: C. Fritz Foley and F. Katelynn Boland
In June 2017, Legrand, a global specialist in electrical and digital building infrastructure which was a serial acquirer, announced it had signed an agreement to buy Milestone AV Technologies, a leading designer and manufacturer of branded audio-video products. This... View Details
Keywords: Mergers ＆ Acquisitions; Acquisition Strategy; Mergers and Acquisitions; Management; Strategy; Corporate Finance; Electronics Industry; Europe; United States
Foley, C. Fritz, and F. Katelynn Boland. "Legrand's Acquisition of Milestone." Harvard Business School Case 220-028, August 2019.
Bharat N. Anand
Bharat N. Anand is the Vice Provost for Advances in Learning at Harvard University, and the Henry R. Byers Professor of Business Administration at Harvard Business School.
Professor Anand is an expert in digital strategy, media and... View Details
Keywords: broadcasting; entertainment; information; media; motion pictures; music; publishing industry; sports; television
- June 2011 (Revised May 2012)
- Case
Procter & Gamble: Marketing Capabilities
By: Rebecca M. Henderson and Ryan Johnson
P&G had become known and recognized as a marketing machine. It was the largest advertiser in the world, with 2010 spending of $8.68 billion. From the company's early exploitation of broadcast media (radio and television) for its soap products to more recent experiments... View Details
Keywords: Advertising; Change Management; Globalized Markets and Industries; Innovation Strategy; Brands and Branding; Marketing Communications; Expansion; Consumer Products Industry
Henderson, Rebecca M., and Ryan Johnson. "Procter & Gamble: Marketing Capabilities." Harvard Business School Case 311-117, June 2011. (Revised May 2012.)
- August 2021 (Revised February 2024)
- Case
Perfect Diary (完美日记)
By: Shunyuan Zhang and Sunil Gupta
Jinfeng (David) Huang founded Yatsen Holding Limited in 2016 and launched the first direct-to-consumer (DTC) cosmetic brand, Perfect Diary, in 2017. Perfect Diary used social influencers or key opinion leaders (KOL) to successfully build brand awareness and to grow... View Details
Keywords: Direct-to-consumer; Social Influencers; Marketing; Digital Marketing; Competitive Strategy; Brands and Branding; Expansion; Beauty and Cosmetics Industry; Asia
Zhang, Shunyuan, and Sunil Gupta. "Perfect Diary (完美日记)." Harvard Business School Case 522-030, August 2021. (Revised February 2024.)
Strong Brands, Strong Relationships
From the editor team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that... View Details
- August 2020 (Revised September 2020)
- Case
Facelift at Olay (A)
By: Sunil Gupta, Rajiv Lal and Olivia Hull
By October 2017, Procter & Gamble’s skincare brand Olay has been struggling with declining sales for several years. The team has tried many remedies, but none has returned the brand to growth. As pressure grows from Olay’s competitors, including hundreds of new... View Details
Keywords: Advertising; Advertising Campaigns; Demographics; Age; Brands and Branding; Marketing Channels; Competitive Advantage; Competitive Strategy; Digital Marketing; Transformation; Marketing Strategy; Social Marketing; Beauty and Cosmetics Industry; United States; Ohio
Gupta, Sunil, Rajiv Lal, and Olivia Hull. "Facelift at Olay (A)." Harvard Business School Case 521-011, August 2020. (Revised September 2020.)
- February 2024
- Case
FIGS: Scrubbing the Status Quo
By: Jeffrey F. Rayport and Nicole Tempest Keller
In October 2023, FIGS had revolutionized the medical scrubs industry with its fashionable and functional designs, but the venture was at a critical juncture. The digitally native vertical brand (DNVB) had gone public in a successful IPO in 2021 and reached $500 million... View Details
Keywords: Marketing Channels; Corporate Strategy; Business Growth and Maturation; Business Model; Decision Choices and Conditions; Competitive Strategy; Expansion; Apparel and Accessories Industry; Fashion Industry; United States; California; Los Angeles; Europe; Canada
Rayport, Jeffrey F., and Nicole Tempest Keller. "FIGS: Scrubbing the Status Quo." Harvard Business School Case 824-062, February 2024.
- 29 Oct 2013
- News
Sheila Marmon
- 22 Nov 2011
- First Look
First Look: November 22
not to undertake a branding initiative. Founded in 1802, West Point has played a key role in America's history. It is one of the nation's oldest institutions of higher learning and is well known for producing prominent military,... View Details
Keywords: Sean Silverthorne
- 22 Sep 2016
- News
Innovation Under Constraint: Constructing a Turnaround at Lego
- 06 Aug 2019
- Cold Call Podcast
Super Bowl Ads Sell Products, but Do They Sell Brands?
road. He goes on to say, "When there's no man around, Goodyear should be." It probably shouldn't be surprising that advertisers took a chauvinistic tone for spots appearing on a game that was expected to be watched mostly by men. With View Details
- 07 Jul 2022
- HBS Case
How a Multimillion-Dollar Ice Cream Startup Melted Down (and Bounced Back)
Creamery in 2010, a Brooklyn ice cream parlor that would grow to 16 stores in four states by 2020. Smith’s clever flavors—mixing pecan pie and Sufganiyah jelly donuts in “Thanksgivukkah,” for example—were so enticing that Walt Disney pitched a View Details
Keywords: by Pamela Reynolds