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September 2012 (Revised November 2014)
Case

Cialis Lifecycle Management: Lilly's BPH Dilemma

By: Elie Ofek and Natalie Kindred

How should Eli Lilly further develop and market a new indication of its highly successful erectile-dysfunction (ED) drug, Cialis, without confusing Cialis's hard-won brand equity with physicians and patients? With the final stages of clinical trials for the new... View Details

Keywords: Product Positioning; Attitudes; Brands and Branding; Pharmaceutical Industry; United States

11 Feb 2008
Research & Ideas

Does Democracy Need a Marketing Manager?

Very little scholarship has been done around the subject of marketing and democracy. In fact, many believe that politics needs less marketing. Harvard Business School professor John A. Quelch and research... View Details

Keywords: by Sean Silverthorne

January 2018
Case

Trian Partners' Proxy Contest at Procter & Gamble

By: Suraj Srinivasan and Quinn Pitcher

In July 2017, activist hedge fund Trian Partners announced that it was launching a proxy fight at U.S. consumer goods giant Procter & Gamble. P&G would be the largest company ever subjected to a proxy fight, as Trian sought to have its CEO, Nelson Peltz, elected to the... View Details

Keywords: Investment; Corporate Governance; Institutional Investing; Investment Activism; Business and Shareholder Relations; United States

May 2010 (Revised January 2012)
Case

Lincoln Financial Meets the Financial Crisis

By: Robert C. Pozen and Peter Goodspeed Spring

In March of 2009, Lincoln Financial Group's CEO Dennis Glass was facing a difficult decision as to how he would replenish his company's capital, which could quickly fall to dangerously low levels as a result of the financial crisis. Though the cost of raising capital... View Details

Keywords: Cost vs Benefits; Financial Crisis; Capital; Private Equity; Crisis Management; Business and Government Relations; Business and Stakeholder Relations; Insurance Industry

Web

Seen and Unseen | Baker Library | Bloomberg Center | Harvard Business School

“Indian” through the spread of such images in prints, paintings, novels, and later, in Hollywood films . In this card, while the company connects itself through its brand name to the Kickapoo—an... View Details

March 2020
Article

The Role of Numbers in the Customer Journey

By: Shelle Santana, Manoj Thomas and Vicki Morwitz

At each stage in customers’ journeys, they encounter different types of numeric information that they process using different judgment strategies. Relevant numbers might include budgets, price, product attributes, product counts, product ratings, numbers in brand... View Details

Keywords: Numbers; Heuristics; Numerical Cognition; Pricing; Customer Journey; Information; Consumer Behavior

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08 Jun 2018
News

My First Job: Selling Shoes, Surviving Black Monday, and Shaped by Chicken Lenses

know, so I think sometimes people will be a little bit too much in a hurry to say, oh, here's what I want to do long-term, and so I got to jump in and do that right now. But to have the opportunity to work... View Details

October 2020 (Revised July 2023)
Case

UCK Partners: Gong Cha

By: Victoria Ivashina and Sangyun Lee

In the Spring of 2017, Soomin Kim, Founding Partner of UCK Partners, and his team were debating the potential exit of UCK Partner’s investment in Gong Cha Korea, the sole local franchisor of the premium milk tea brand that they proprietarily sourced three years ago.... View Details

Keywords: Exit; Strategic Decision Making; Private Equity; Investment; Strategy; Investment Return; Decision Making; Bids and Bidding

December 1998 (Revised December 1999)
Case

Morgan Stanley Dean Witter Private Client Services

By: Thomas J. DeLong, David M. Darst, Ann K Rusher and Catherine M. Conneely

The 1997 merger of retail giant Dean Witter and investment bank Morgan Stanley was a year old when Bob Sculthorpe was appointed director of Private Client Services (PCS) at Morgan Stanley Dean Witter (MSDW). The firm was still operating under two separate broker-dealer... View Details

Keywords: Mergers and Acquisitions; Business Divisions; Investment Banking; Brands and Branding; Salesforce Management; Competitive Strategy; Retail Industry

March 2015 (Revised December 2016)
Case

American Well: The DTC Decision

By: Elie Ofek and Natalie Kindred

In late 2013, telehealth company American Well, which developed a digital platform that allowed patients to conduct online medical consultations with physicians, is considering pursuing a direct-to-consumer (DTC) strategy. Founded in 2006, American Well had, to date,... View Details

December 2007 (Revised July 2008)
Case

MINI USA: Finding a New Advertising Agency (A)

Selling an intangible like advertising services is a difficult task. The first step is to understand how brands buy these services. What are they looking for? What do they need to learn? How do they go about assessing things like creativity, trust, and loyalty? This... View Details

Keywords: Strategy; Advertising; Sales; Advertising Industry

February 2022 (Revised September 2022)
Case

InstaDeep: AI Innovation Born in Africa (A)

By: Shikhar Ghosh and Esel Çekin

Karim Beguir and Zohra Slim were the co-founders of InstaDeep, a deep tech startup focusing on artificial intelligence (AI) solutions. Instadeep was one of the few companies globally that were partnering with DeepMind, an AI subsidiary of Google [Alphabet Inc.].... View Details

Keywords: AI; Artificial Intelligence; Entrepreneurship; Operations; Business Subsidiaries; Brands and Branding; Innovation and Invention; Growth and Development Strategy; AI and Machine Learning; Technology Industry; Africa

August 2006 (Revised May 2016)
Case

Cluster Mobilization in Mitteldeutschland

By: Jeffrey Fear, Christian H.M. Ketels and Claudia Linsenmeier

As part of the privatization in Eastern Germany after the fall of the Berlin Wall, Dow Chemical made a major investment in the Halle-Leipzig region, one of the largest chemical industry sites in Europe. The executive in charge of Dow's operations in the region, Bart... View Details

Keywords: Industry Clusters; Development Economics; Privatization; Chemicals; Foreign Direct Investment; Management Teams; Private Sector; Competitive Strategy; Brands and Branding; Market Participation; Chemical Industry; Germany

Julian De Freitas is an Assistant Professor of Business Administration in the Marketing Unit, and Director of the Ethical Intelligence Lab, at Harvard Business School. He earned his PhD in psychology from Harvard, masters from Oxford, and BA from Yale. He teaches... View Details

Keywords: advertising; automotive; consumer products; e-commerce industry; insurance industry; marketing industry; nonprofit industry; software; transportation; video games

December 2007 (Revised July 2008)
Supplement

MINI USA: Finding a New Advertising Agency (B)

Selling an intangible like advertising services is a difficult task. The first step is to understand how brands buy these services. What are they looking for? What do they need to learn? How do they go about assessing things like creativity, trust, and loyalty? This... View Details

Keywords: Advertising; Acquisition; Service Operations; Sales; Strategy; Advertising Industry