brand - Publications - Faculty & Research

24 Apr 2023
HBS Case

What Does It Take to Build as Much Buzz as Booze? Inside the Epic Challenge of Cannabis-Infused Drinks

some cases, such an approach is challenging in the cannabis industry due to advertising regulations. Does the brand have the stamina, resilience, and available capital to last in an evolving market? The fractured nature of the cannabis... View Details

Keywords: by Jay Fitzgerald; Consumer Products; Food & Beverage

March 2006 (Revised April 2007)
Case

Harley-Davidson: Preparing for the Next Century

By: Richard L. Nolan and Suresh Kotha

Harley-Davidson Co. exemplifies a remarkable management-led business transformation of a long standing manufacturing company. The company successfully met global competition and continues to innovate to maintain its market position. View Details

Keywords: Brands and Branding; Transformation; Change Management; Innovation and Invention; Competitive Strategy; Manufacturing Industry; Motorcycle Industry

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January 2025
Case

Duolingo: On a "Streak"

By: Jeffrey F. Rayport, Nicole Tempest Keller and Nicole Luo

In December 2024, Severin Hacker, Co-Founder and Chief Technology Officer of Duolingo, reflected on the remarkable evolution of the language-learning app he helped launch in 2011. As the #1 most downloaded education app in the world, Duolingo had over 100 million... View Details

Keywords: Education; Learning; Technology Industry; Education Industry; United States

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Educators

01 Dec 2022
News

Action Plan: To the Letter

brand identity, Chacko says, worldwide representation is essential. A brand’s visual identity—its logo, colors, and, of course, fonts—is more important than ever in the fast-paced digital world, Chacko explains. Together, these... View Details

Keywords: April White; design; typography; change management; leadership; Special Design Services; Professional Services

Research Summary

Consumer Decision Making and Behavioral Research

By: John T. Gourville

John Gourville’s research focuses on consumer behavior, especially in the areas of pricing and consumer decision making. In the area of pricing, for instance, he has looked at the role of time on how consumers interpret and react to product costs and prices.... View Details

November 2014
Case

Nestlé SA, 2014

By: John R. Wells and Galen Danskin

In 2014, Nestlé was the largest producer of packaged foods and beverages in the world. 2013 revenues were $103.7 billion and operating profits $16.1 billion (15.5% of sales). The company owned 29 mega brands, each generating more than Euro 1 billion ($1.25 billion).... View Details

Keywords: Consumer Products; Acquisitions; Strategy; Goods and Commodities; Nutrition; Emerging Markets; Corporate Social Responsibility and Impact; Competitive Strategy; Consumer Products Industry; Europe

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September 2009
Article

Virtue out of Necessity? Compliance, Commitment and the Improvement of Labor Conditions in Global Supply Chains

By: Akshay Mangla, Richard Locke and Matthew Amengual

Private, voluntary compliance programs, promoted by global corporations and nongovernmental organizations alike, have produced only modest and uneven improvements in working conditions and labor rights in most global supply chains. Through a detailed study of a major... View Details

Keywords: Working Conditions; Ethics; Supply Chain; Governance Compliance; Globalization

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01 Mar 2024
News

Case Study: Testing the Waters

Illustration by Christina Spano Endurance training was nothing new to Lauren Picasso (MBA 2014), who’d raced through her younger years as a cross-country runner and swimmer. In 2017, when she was director of marketing at Jet.com and looking for a physical challenge,... View Details

Keywords: Jen McFarland Flint; Food and Beverage Stores; Retail Trade

18 Jan 2022
Research & Ideas

How Eliminating Non-Competes Could Reshape Tech

it to start a competing cola company today, could he really compete with Coca-Cola? Assuming he could overcome the decades of accumulated brand loyalty among Coca-Cola customers, there are a lot more trade secrets he would need steal from... View Details

Keywords: by Kristen Senz; Technology

12 Aug 2019
Research & Ideas

How Scale Changes a Manager's Responsibilities

to decide how. Your job is to make the desired outcomes clear. Outcomes are not just financial either–everything from the culture of your company, the reputation of your products and services, and your brand is for you to make clear. As a... View Details

Keywords: by Julia Austin

Web

Systems Integration - Institute For Strategy And Competitiveness

some degree of autonomy yet gain the power of affiliation with a major high volume provider bringing expertise and brand recognition. The key in this type of affiliation is outcome measurement across the system as the ultimate measure of... View Details

09 Apr 2007
Research & Ideas

Industry Self-Regulation: What’s Working (and What’s Not)?

Q: Do firms compete on their programs? A: Except for niche firms, few companies brag about the conditions under which their products are made. Interestingly, many of the brands that were once targets of activists are now leaders in this... View Details

Keywords: by Martha Lagace

July 2022 (Revised August 2022)
Case

Athletic Brewing Company: Crafting the U.S. Non-Alcoholic Beer Category

By: Ayelet Israeli and Anne V. Wilson

Athletic Brewing Company (“Athletic,” for short) was founded by Bill Shufelt and John Walker in 2017. In creating Athletic, Shufelt and Walker opened the first U.S. brewery and taproom fully devoted to the production of non-alcoholic (NA) craft beer. By 2021, Athletic... View Details

Keywords: Advertising; Brands and Branding; Product Development; Product Marketing; Product Positioning; Product Launch; Product Design; Product; Competition; Marketing; Entrepreneurship; Growth Management; Cultural Entrepreneurship; Culture; Food and Beverage Industry; United States

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01 Nov 2011
First Look

First Look: Nov. 1

he contemplated the position his business unit found itself in: a latecomer. As a state-owned enterprise, Dongfeng had entered into numerous joint ventures to produce automobiles under foreign brands, but its foray into selling vehicles under its own View Details

Keywords: Sean Silverthorne

16 May 2000
Research & Ideas

Getting the Message: How the Internet is Changing Advertising

get these reports immediately, so you can actually fine-tune an online campaign in real time." Law is the cofounder of Russell Reynolds Global Internet Practice. He previously served as founder and CEO of an interactive brand... View Details

Keywords: by Susan Young

26 Nov 2019
News

The Ritual Effect

socks in your drawer sideways, just so, like so many toppled snails, can spark joy; why French children aren’t picky eaters; why brands like Starbucks benefit from encouraging their customers to “Take Comfort in Your Rituals”; why a... View Details

Keywords: rituals

Web

Online Business Essential Courses | HBS Online

than other online programs by learners* Yes No The preferred brand among prospective online learners* Yes No Reimagined the case study method through a proprietary platform featuring courses created by renowned faculty Yes No... View Details

Web

Winners & Runners-Up | New Venture Competition

embryo(s) for assisted reproductive therapy. Darza Yazan Halwani, MBA 2020 Business Track Runner-Up DARZA is a new e-commerce fashion brand that provides the best online shopping fashion experience at the lowest prices in the Middle East.... View Details

Web

Marketing Awards & Honors - Faculty & Research

Best Doctoral Dissertation Proposal Competition (Marketing Section). Shunyuan Zhang : Nominated with Magie Cheng for the 2021 Workshop on Information Systems and Economics (WISE) Best Student Paper Award for “Reputation Burning: Analyzing the Impact of View Details

July 2012
Case

Droga5: Launching Jay-Z's Decoded

By: Anita Elberse and Kwame Owusu-Kesse

In 2010, David Droga and Andrew Essex, co-founders of advertising agency Droga5, hope to convince both John Meneilly, manager of hip-hop star Shawn Carter—better known as Jay-Z—and a partner in Carter's company Roc Nation and Yusuf Mehdi, senior vice president of... View Details

Keywords: Advertising; Advertising Campaigns; Marketing; Brands and Branding; Entertainment; Advertising Industry; Entertainment and Recreation Industry

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