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September 2018 (Revised March 2019)
Case

Philanthropy and Brand Building: Jeff Vinik and the Tampa Bay Lightning

By: Stephen A. Greyser and Michael Mondello

Owner Jeff Vinik and top management of the NHL Tampa Bay Lightning are reviewing their strategy and progress in achieving their goals of brand-building and community commitment. Strategic philanthropy is unusual in sport. Tampa Bay is historically a non-traditional... View Details

Keywords: Brands and Branding; Philanthropy and Charitable Giving; Business and Community Relations; Sports Industry; Tampa

February 2017
Teaching Note

Paez

Paez, an Argentine start-up fashion brand, sold traditional alpargatas, a sleepy category that suddenly woke up when TOMS, a U.S. company, appropriated the traditional alpargata design, covered it with fashionable colors and prints, and tied it to a social cause.... View Details

Keywords: Brand Management; Brand Positioning; Competitive Positioning; Competitive Strategy; Retailing; Go To Market Strategy; Marketing; Brands and Branding; Marketing Strategy; Retail Industry; Fashion Industry; Argentina; Latin America; South America; Europe

February 2011
Case

Barceló Hotels and Resorts (A)

By: John T. Gourville and Marco Bertini

Barcelo Hotels and Resorts must decide whether to allow its many hotels to continue to undertake separate promotional campaigns or to run, for the first time, a broad corporate-level promotion. Complicating the decision is the fact that the many hotels in its portfolio... View Details

Keywords: Brand Management; Sales Promotions; Brands and Branding; Price; Strategy; Corporate Strategy; Accommodations Industry

January 2020 (Revised April 2020)
Teaching Note

Brandless: Disrupting Consumer Packaged Goods

Brandless, an online direct-to-consumer seller of upscale private-label consumer packaged goods (CPG), offered consumers a limited assortment of values-conscious products delivered directly to their homes with the simplicity of one fixed $3.00 price point that promised... View Details

Keywords: Brand; Brand Management; DTC; Private Label; Groceries; Packaged Food; Personal Care; Startups; Retailing; Amazon; Brands and Branding; Marketing; Marketing Strategy; Business Startups; Disruption; E-commerce; Consumer Products Industry; Retail Industry; United States

November 2013
Teaching Note

Cialis Lifecycle Management: Lilly's BPH Dilemma

By: Elie Ofek and Natalie Kindred

Keywords: Pharmaceuticals; Brand Management; Brand Equity; Brand Positioning; Product Management; Product Strategy; Pricing; Health Care; Health Care and Treatment; Product Marketing; Product Positioning; Brands and Branding; Marketing Strategy; Marketing; Product Launch; Pharmaceutical Industry; Health Industry

November 2017
Teaching Note

Predicting Consumer Tastes with Big Data at Gap

By: Ayelet Israeli and Jill Avery

CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck wanted the company to use the mining of big... View Details

June 2024 (Revised June 2025)
Case

Dylan Mulvaney and Bud Light

By: Jill Avery and Celine Chammas

On April 1, 2023, social media content creator and influencer Dylan Mulvaney recorded a promotional post. It featured a video of herself drinking from a can of Bud Light beer, offering a virtual toast to her followers. Alongside the video, she posted a photograph of a... View Details

Keywords: Brand Crises; Brand Management; Influencer Marketing; Boycott; Marketing Strategy; Marketing Communications; Brands and Branding; Consumer Behavior; Social Media; Advertising; Social Issues; Public Opinion; Consumer Products Industry; Food and Beverage Industry; United States

12 Sep 2016
Research & Ideas

What Brands Can Do to Monitor Factory Conditions of Suppliers

critical to enable brands to manage this risk.” Toffel’s second study, Monitoring Global Supply Chains with Short and Georgetown University McDonough School of Business Professor (and former HBS doctoral... View Details

Keywords: by Michael Blanding

May 2017 (Revised November 2019)
Case

The Dubai International Film Festival

By: Rohit Deshpandé and Alpana Thapar

This case follows the conception and emergence of the Dubai International Film Festival (DIFF). In an already crowded and highly competitive industry, Abdulhamid Juma was attempting to define and establish a unique brand positioning for DIFF. Committed to its vision,... View Details

Keywords: Brand Positioning; Underdog Brand Building; Business Models; Non-profit; Managing Multiple Stakeholders; Film Entertainment; Brands and Branding; Business Model; Competitive Strategy; Decision Making; Growth and Development Strategy; Entertainment and Recreation Industry; Motion Pictures and Video Industry

March 2022
Teaching Note

Supreme: Remaining Cool While Pursuing Growth

By: Jill Avery and Sandrine Crener

Teaching Note for HBS Case No. 522-006. Following VF Corporation’s acquisition of cult streetwear brand Supreme, consumers and industry pundits were nervous that becoming part of a large, public corporation would put an end to Supreme’s slow and careful growth... View Details

Keywords: Cultural Branding; Marketing; Brands and Branding; Luxury; Growth Management; Consumer Products Industry; Fashion Industry; Retail Industry; United States

February 2022
Case

Toraya

By: Lauren Cohen and Akiko Kanno

Mitsuharu Kurokawa was the 18th generation leader of a family firm that produced and sold premium Japanese sweets, Toraya Confectionery Co., Ltd. He had succeeded the business from his father, Mitsuhiro Kurokawa who had led the firm for thirty years. Mitsuharu was... View Details

Keywords: Branding; Luxury Brand; Succession; Family Business; Management Succession; Brands and Branding; Luxury; Marketing; Expansion; Globalization; Innovation and Invention; Customer Satisfaction; Food and Beverage Industry; Retail Industry; Japan

Teaching Interest

Investment Managment for Professional and Personal Investors

By: Luis M. Viceira

IMPPI is suitable for all students interested in gaining a broad perspective on investing and the asset management business, including those targeting careers in asset management and those interested in learning how to become sophisticated consumers of investment... View Details

18 Jun 2024
Cold Call Podcast

How Natural Winemaker Frank Cornelissen Innovated While Staying True to His Brand

Keywords: Re: Tiona W. Zuzul; Food & Beverage; Agriculture & Agribusiness

2013
Book

Managing Startups: Best Blog Posts

By: Tom Eisenmann

Harvard Business School Professor Tom Eisenmann annually compiles the best posts from many blogs on technology startup management, primarily for the benefit of his students. This book makes his latest collection available to the broader entrepreneur community. Divided... View Details

Keywords: Lean Startup; Startup; Prototyping; MVP; Minimum Viable Product; Freemium; SaaS; A/B Testing; Business Model

September 2015 (Revised February 2020)
Case

Managing Consumer Touchpoints at Nissan Japan

By: Thales Teixeira, Nobuo Sato and Akiko Kanno

In 2015, Nissan was third place in the Japanese auto market, behind Toyota and Honda. The challenge of increasing market share was that 80% of car shoppers who were non-Nissan owners did not consider Nissan during their purchase process. This process involved three... View Details

Keywords: Nissan; Automobiles; Cars; Touch Points; Digital Marketing; Internet and the Web; Marketing Channels; Advertising; Auto Industry; Japan

November 2017 (Revised October 2018)
Case

Brandless: Disrupting Consumer Packaged Goods

Brandless, an online direct-to-consumer seller of upscale private-label consumer packaged goods, offered consumers a limited assortment of values-conscious products delivered directly to their homes with the simplicity of one fixed $3 price point that promised an... View Details

January 2015 (Revised October 2018)
Case

Nasty Gals Do It Better

By: David Collis, Diane Chang, Matthew Shaffer and Ashley Hartman

In 2006, Sophia Amoruso started Nasty Gal, an eBay boutique selling vintage clothes. With a strong sense of style and personality, Amoruso poured herself into building the brand and developing relationships with her customers—typically the slightly edgy 18–24 year old.... View Details

Keywords: Business Growth; Brand Management; Online Retail; Clothing; Apparel; Expansion; Growth and Development Strategy; Brands and Branding; Management; Marketing Strategy; Strategic Planning; Social Media; E-commerce; Digital Marketing; Retail Industry; Apparel and Accessories Industry; United States

24 Apr 2006
Research & Ideas

Managing Alignment as a Process

corporate synergies should be defined at the top and realized in the business units. Just as the CFO coordinates the budgeting process, a senior executive should coordinate the alignment process—a responsibility for the Office of Strategy View Details

Keywords: by Robert S. Kaplan & David P. Norton; Apparel & Accessories; Fashion; Consumer Products; Retail

December 2018 (Revised August 2019)
Case

Super Bowl Storytelling

By: Shelle Santana and Jill Avery

The one day a year when consumers not only tolerate but actually eagerly anticipate ads is during the NFL's Super Bowl. In sharp contrast to their behavior on the other 364 days of the year, consumers watch an average of 89 commercials per Super Bowl game for an... View Details

Keywords: Television Advertising; Entertainment; Brand Management; Marketing; Marketing Strategy; Marketing Communications; Advertising; Television Entertainment; Brands and Branding; Media; Cost vs Benefits; Advertising Industry; Media and Broadcasting Industry; Sports Industry; United States; North America

2008
Working Paper

An Investigation of Earnings Management through Marketing Actions

By: Craig James Chapman and Thomas J. Steenburgh

Prior research hypothesizes managers use "real actions," including the reduction of discretionary expenditures, to manage earnings to meet or beat key benchmarks. This paper examines this hypothesis by testing how different types of marketing expenditures are used... View Details

Keywords: Performance Expectations; Earnings Management; Marketing Strategy; Financial Reporting; Brands and Branding; Food and Beverage Industry

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