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  • 24 Mar 2015
  • First Look

First Look: March 24

a brand that once again stands for luxury and that has a strong global and digital footprint. Yet, the leadership change is met with skepticism. Is Burberry's current strategy also the right one for the future, and can Bailey continue... View Details
Keywords: Sean Silverthorne
  • 24 Jan 2012
  • First Look

First Look: Jan. 24

Publication:Hamburger Wirtschafts-Chronik 9 (2012) Abstract This article examines the growth and ultimate demise of the toothpaste brand Pebeco, which was created by the German personal care company Beiersdorf in 1903. The View Details
Keywords: Sean Silverthorne
  • August 1997 (Revised March 1998)
  • Case

Unilever's Butter-Beater: Innovation for Global Diversity

By: Clayton M. Christensen and Jorg Zobel
Unilever, one of the world's largest food product manufacturers, has achieved impressive growth in Europe, primarily by acquiring local food companies. Initially Unilever allowed each acquired company to manage its own product development in a way that was tailored to... View Details
Keywords: Growth Management; Brands and Branding; Product Development; Mergers and Acquisitions; Local Range; Cross-Cultural and Cross-Border Issues; Marketing Strategy; Multinational Firms and Management; Innovation and Management; Food; Conflict Management; Food and Beverage Industry; Manufacturing Industry; Europe
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  • 25 Sep 2000
  • Research & Ideas

Cyber-Marketing: Scouting the Digital Communications Frontier

television brings people together and lets advertisers build giant brands and promote broad cultural trends, the Web segments the audience into small pockets of interest. Mass marketers have a whole new game to learn if they aspire to... View Details
Keywords: by Peter K. Jacobs
  • 28 Jul 2015
  • First Look

First Look: July 28, 2015

handbags, accessories, and fragrances. Founded in 1996 in London by couture shoe designer Jimmy Choo and Vogue accessories editor Tamara Mellon OBE, the brand enjoyed immediate success and rapidly acquired a sophisticated clientele. The... View Details
Keywords: Carmen Nobel
  • January 2011
  • Supplement

John Smith, CEO BBC Worldwide, Remarks to AMP, October 2007

By: John A. Quelch
BBC Worldwide CEO, John Smith addresses AMP participants in October 2007. View Details
Keywords: Global Strategy; Globalized Markets and Industries; Brands and Branding; Marketing Strategy; Media and Broadcasting Industry; United Kingdom
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  • 31 May 2017
  • Sharpening Your Skills

10 Harvard Business School Research Stories That Will Make Your Mouth Water

"job" that customers were "hiring" a milkshake to do. KFC’s Explosive Growth in China In China, Yum! Brands opens a KFC restaurant every day. But this is not the KFC you know in America. A case study written by David... View Details
Keywords: by Sean Silverthorne; Food & Beverage
  • 30 Sep 2002
  • Research & Ideas

Use the Psychology of Pricing To Keep Customers Returning

There are a couple of things I am working on at this time. One has to do with the negative effects of product variety. The basic premise is that certain types of product variety increase the attractiveness of a brand and other types of... View Details
Keywords: by Manda Mahoney
  • 20 Jun 2017
  • First Look

First Look at New Research and Ideas, June 20

the United States. Patrón needed to grow, and in Mexico, the second largest market for tequila, the brand was perceived as American. What portfolio and branding strategy would best serve Patrón to conquer... View Details
Keywords: Sean Silverthorne
  • 28 Sep 2015
  • Research & Ideas

Six Lessons from Mobile Money Ventures in Developing Countries

service, in part by assigning brand ambassadors to the same high-traffic areas and economic centers where it was building out its agent network, to help educate and register customers. These brand... View Details
Keywords: by Dina Gerdeman; Financial Services; Telecommunications
  • 18 Nov 2010
  • Research & Ideas

GM’s IPO: Back to the Future

alter significantly how people think about the company, its products, and the brand. US consumers have not had a high-quality perception of GM brands over the past few decades. Although driven in part by the company's missteps, the... View Details
Keywords: by Staff; Auto
  • 13 Sep 2011
  • First Look

First Look: September 13

(category demand expansion or market share stealing). To help brand managers make informed marketing mix decisions, it is essential that marketing mix models appropriately measure the different effects of marketing instruments. Discrete... View Details
Keywords: Sean Silverthorne
  • Article

A Brand's Eye View of Response Segmentation in Consumer Choice Behavior

By: Randolph E. Bucklin, Sunil Gupta and Sangman Han
Keywords: Brands and Branding; Segmentation; Decision Choices and Conditions; Customers; Behavior
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  • January 1991
  • Case

Volkswagen of America: Audi 5000 (A)

By: Stephen A. Greyser
Audi marketing executives and their advertising agency colleagues must decide which of several advertising executions should be employed for the introductory campaign for the Audi 5000, their new car entry scheduled to replace the Audi 100LS in the United States in the... View Details
Keywords: Advertising Campaigns; Brands and Branding; Marketing Strategy; Product Launch; Auto Industry; United States
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  • 14 Nov 2016
  • Op-Ed

5 Lessons I Hope Marketers Don’t Learn from Donald Trump

dreams of consumers, because a brand that’s built on such appeals will find it hard to grow to be a source of pride. Apparently misogyny, xenophobia, and contempt for the disabled have worked as customer acquisition tools for soon-to-be... View Details
Keywords: by John A. Deighton
  • 04 Mar 2013
  • Lessons from the Classroom

Lessons from Running GM’s OnStar

radio—featuring recordings of actual calls for help. Whereas individual car makes and models were usually marketed separately, Huber's team wanted OnStar to have its own distinct brand across the fleet. "The car View Details
Keywords: by Carmen Nobel; Auto
  • 13 May 2014
  • First Look

First Look: May 13

eligible for a discount on the purchase price conditional on their achieving the sales targets set by the franchisor. We show that car dealers (franchisees) who exclusively deal in cars of the brand offered by the franchisor receive... View Details
Keywords: Sean Silverthorne
  • 13 Apr 2010
  • First Look

First Look: April 13

case:http://cb.hbsp.harvard.edu/cb/product/910017-PDF-ENG Transforming ASUSTeK: Breaking from the Past Willy Shih, Ho Howard Yu, and Hung-Chang ChiuHarvard Business School Case 610-041 What happens when an original design manufacturer (ODM) firm tries to transform... View Details
Keywords: Martha Lagace
  • 16 Jun 2003
  • Research & Ideas

Researchers Contribute Globalization of Markets Papers

his while not feeling impoverished or threatened when someone is calling the same product hers." Global Brands Managing the Brand-Product Continuum in Global Markets Dr. Hans-Willi Schroiff and David Arnold argue that global View Details
Keywords: by Working Knowledge editors
  • May 2021 (Revised February 2024)
  • Teaching Note

THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)

By: Ayelet Israeli and Jill Avery
THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on... View Details
Keywords: Data; Data Analytics; Artificial Intelligence; AI; AI Algorithms; AI Creativity; Fashion; Retail; Retail Analytics; E-Commerce Strategy; Platform; Platforms; Big Data; Preference Elicitation; Predictive Analytics; App Development; ＂Marketing Analytics＂; Advertising; Mobile App; Mobile Marketing; Apparel; Online Advertising; Referral Rewards; Referrals; Female Ceo; Female Entrepreneur; Female Protagonist; Analytics and Data Science; Analysis; Creativity; Marketing Strategy; Brands and Branding; Consumer Behavior; Demand and Consumers; Forecasting and Prediction; Marketing Channels; Digital Marketing; Internet and the Web; Mobile and Wireless Technology; AI and Machine Learning; E-commerce; Digital Platforms; Fashion Industry; Retail Industry; Apparel and Accessories Industry; Consumer Products Industry; United States
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