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  • 6 PM – 8 PM EDT, 06 Sep 2018
  • HBS Alumni Events

HBS Alumnae Circles Boston Open House

HBS Alumnae Circles are taking new members - are you interested? Register for this upcoming open house to learn more. View Details
  • 19 May 2011
  • Research & Ideas

Empathy: The Brand Equity of Retail

agreed, sharing the story of a woman whose luggage was lost on the eve of her husband's funeral. Staff at a local Nordstrom store responded by staying open so she could purchase a few outfits, and her family... View Details
Keywords: by Carmen Nobel; Health
  • September 2017 (Revised September 2023)
  • Case

Chase Sapphire: Creating a Millennial Cult Brand

By: Shelle Santana, Jill Avery and Christine Snively
The launch of the Chase Sapphire Reserve credit card was enthusiastically received by millennial consumers, a cohort that had previously eluded JPMorgan Chase and its competitors. With the one-year anniversary of the launch approaching, managers are focused on... View Details
Keywords: Brand ＆ Product Management; Product Strategy; New Product Development; Credit Card; Customer Acquisition; CRM; Millennials; Marketing; Marketing Strategy; Brands and Branding; Credit Cards; Product Development; Product Launch; Customer Relationship Management; Consumer Behavior; Demographics; Financial Services Industry; Service Industry; Banking Industry; United States; North America
Related
  • July 2003 (Revised August 2006)
  • Case

House of Tata-2000: The Next Generation (B)

By: Tarun Khanna, Krishna G. Palepu, Catherine M. Conneely and Kirsten O'Neil Massaro
Supplements the (A) case. View Details
Keywords: Alliances; Business Conglomerates; Emerging Markets; Cost; Management Teams; India
Related
  • Research Summary

Informing Brand Marketing Practice

Susan M. Fournier is involved with several projects relating more generally to brand managment issues. These include boardroom-level projects (with Professors Thomas Madden and Franke Fehle of the University of South Carolina, and sponsored by Interbrand) on the... View Details
  • Research Summary

Creating and Consuming Brand Meaning

By: Jill J. Avery
This vibrant stream explores how managers build meaning into their brands through narrative stories, and nurture, leverage, and maintain meaning over time.  It also explores how consumers use this meaning embedded in brands to construct their identities and live their... View Details
  • October 1996 (Revised December 2022)
  • Case

Chiquita Brands International (A)

By: Debora L. Spar and Terence Mulligan
When a new banana import policy is implemented in 1993 by the European Union, Chiquita Brands International, the world's largest banana distributor, watches its sales and net income plummet. The policy, Council Regulation (EEC 404/93), uses a new tariff and quota... View Details
Keywords: Plant-Based Agribusiness; Trade; Government and Politics; Policy; Market Design; Fairness; Agriculture and Agribusiness Industry; Latin America; European Union
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  • Fast Answer

Affordable housing resources

Where can I begin my research on affordable housing in the United States?   Resource Type Suggested Resources Research Guides and Databases These guides highlight the top Baker Library resources to begin research on a specific topic... View Details
  • July 2003 (Revised April 2005)
  • Case

Branding Citigroup's Consumer Business

By: Rohit Deshpande and Carin-Isabel Knoop
In Spring 1998, Citicorp and Travelers merged to create a financial powerhouse that united the bank with Travelers' consumer finance and brokerage businesses, including Salomon Smith Barney and Primerica. It was the first U.S. financial services company to combine... View Details
Keywords: Mergers and Acquisitions; Customer Focus and Relationships; Customer Relationship Management; Decisions; Asset Management; Investment Banking; Management Teams; Brands and Branding; Relationships; Business and Shareholder Relations; Banking Industry; United States
Related
  • 30 Apr 2008
  • Sharpening Your Skills

Sharpening Your Skills: Brand Management

disagrees. Key concepts include: Most B2B marketers cannot economically address thousands of small businesses using the traditional direct sales force. If left unattended, individual managers will each do their own ad hoc marketing. B2B... View Details
Keywords: by Staff; Sports; Publishing; Auto
  • May 2019
  • Case

Canada Mortgage and Housing Corporation: 'One CMHC' and Version 3.0

By: Boris Groysberg and Sarah L. Abbott
When Evan Siddall was appointed CEO of Canada Mortgage Housing Corporation (CMHC) five years earlier, he had embarked on a major organizational restructuring. Now he is spearheading another round of changes. CMHC has adopted an ambition vision and five year strategic... View Details
Keywords: Government Organizations; Culture; Organizational Change And Transformation; Human Resource Practices; Future Of Work; Change Management; Leading Change; Organizational Change and Adaptation; Organizational Culture; Organizational Design; Government Administration; Restructuring; Leadership; Human Resources; Talent and Talent Management; Diversity; Work-Life Balance; Financial Services Industry; Public Administration Industry; Canada
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  • Web

Greenhill House | About

Greenhill House Robert F. Greenhill (MBA 1962) Greenhill House is named in honor of Gayle and Robert F. Greenhill (MBA 1962). Greenhill House... View Details

    Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending

    I study the Porsche Cayenne SUV launch to ethnographically analyze how men consuming a gendered brand respond to perceived brand gender contamination. The consumers' communal gender work in a Porsche brand community is analyzed to uncover brand gender contamination's... View Details
    • August 2003
    • Article

    The Return of the Global Brand

    By: John A. Quelch
    Related
    • 20 Jul 2023
    • News

    The Rising Value of Brand Valuation

    • March 2022 (Revised July 2022)
    • Teaching Note

    Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

    By: Jill Avery
    Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details
    Keywords: Brand Management; Virtual Reality; Augmented Reality; B2B; E-commerce; Technology Platform; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Digital Marketing; Internet and the Web; Growth Management; Customer Relationship Management; Customer Value and Value Chain; Social Media; Applications and Software; Digital Platforms; Advertising Industry; United States
    Related
    • 23 Aug 2011
    • News

    Retsinas Says U.S. Housing Market `Struggling Mightily'

    • April 2008
    • Teaching Note

    Dove: Evolution of a Brand (TN)

    By: John A. Deighton
    Teaching Note for [508-047]. View Details
    Keywords: Consumer Products Industry; Beauty and Cosmetics Industry
    Related
    • Web

    Loeb House | About

    Loeb House John L. Loeb Sr. Loeb House was named in honor of John L. Loeb Sr. and his close ties and devotion to the School. One of 16 buildings... View Details
    • May 2012 (Revised October 2012)
    • Case

    Yum! Brands

    By: Jordan Siegel and Christopher Poliquin
    Yum!, the owner of KFC, Pizza Hut, and Taco Bell, asks what might be the lessons from its success in China for currently contemplated expansion into India and Africa. Also, the company contemplates whether Taco Bell can succeed abroad as part of a new expansion push.... View Details
    Keywords: International Business; International Marketing; Global Strategy; Competitive Strategy; Food and Beverage Industry; United States; Europe; Australia; Africa; Asia
    Related