Marketing Partnerships - Publications - Faculty & Research - Harvard Business School

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26 Sep 2011
HBS Case

HBS Cases: Lady Gaga

Searched-For Female," as recorded by Google, and made international headlines for donning a dress made of red meat, which Time Magazine called the top fashion statement of 2010. “Gaga is a marketing phenomenon” So it's almost... View Details

Keywords: by Carmen Nobel; Entertainment & Recreation; Music

2018
Book

American Fair Trade: Proprietary Capitalism, Corporatism, and the 'New Competition,' 1890–1940

By: Laura Phillips Sawyer

American Fair Trade explores the contested political and legal meanings of the term fair trade from the late nineteenth century through the New Deal era. This history of American capitalism argues that business associations partnered with regulators to... View Details

Keywords: Economic Systems; Competition; Policy; Fairness; History; Governing Rules, Regulations, and Reforms; United States

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January 2004 (Revised February 2005)
Case

Timberland and Community Involvement (Abridged Version)

By: James E. Austin and James Quinn

When Jeffrey Swartz became the third generation in his family to lead the Timberland Co., he made community involvement an integral part of the company's strategy. Under Swartz's leadership, Timberland formed a close partnership with City Year, the national corps of... View Details

Keywords: Philanthropy and Charitable Giving; Business and Community Relations; Business and Stakeholder Relations; Corporate Strategy; Manufacturing Industry

2024
Working Paper

Does the Case for Private Equity Still Hold?

By: Nori Gerardo Lietz and Philipp Chvanov

Private Equity (“PE”) received a 10-fold increase in capital flows since the Great Financial Crisis (“GFC”) Investors sought higher nominal returns relative to those they could obtain in the public capital markets. This paper questions the fundamental assumptions... View Details

Keywords: Private Equity; Investment Return; Investment Portfolio; Financial Markets

American Fair Trade: Proprietary Capitalism, Corporatism, and the 'New Competition,' 1890-1940

American Fair Trade explores the contested political and legal meanings of the term fair trade from the late nineteenth century through the New Deal era. This history of American capitalism argues that business associations partnered with... View Details

December 2000
Case

Friona Industries, L.P.

By: Ray A. Goldberg, Carin-Isabel Knoop and Cate Reavis

As the food industry becomes more sophisticated, and as genomics and other factors provide for quality control from the producers to the consumers in the food chain, the beef industry has been one of the last commodity systems to organize the vertical systems to... View Details

Keywords: Customer Satisfaction; Customer Value and Value Chain; Food; Management Systems; Supply and Industry; Performance Consistency; Quality; Partners and Partnerships; Food and Beverage Industry; Retail Industry

August 1998 (Revised August 2002)
Case

MicroFridge: The Concept

By: John A. Deighton

Robert Bennett, who has a Master's degree in engineering, wants to exploit his idea to combine a refrigerator, freezer, and 500-watt microwave into an 87-pound, 4-foot-high appliance to sell to college students. Bennett must decide which markets to serve, which... View Details

Keywords: Marketing Strategy; Decision Choices and Conditions; Leadership Style; Sales; Product Development; Competitive Strategy; Partners and Partnerships; Demand and Consumers; Consumer Products Industry

November 2007 (Revised March 2010)
Case

Metro-Goldwyn-Mayer (MGM) and Tom Cruise

By: Anita Elberse and Peter Stone

In November 2006, Harry Sloan, chairman and CEO of Metro-Goldwyn-Mayer Inc. (MGM) offers movie star Tom Cruise and his business partner Paula Wagner a chance to run United Artists (UA), a dormant studio within MGM's portfolio. Just over two months earlier, Viacom... View Details

Keywords: Business Units; Talent and Talent Management; Film Entertainment; Brands and Branding; Partners and Partnerships; Value Creation; Motion Pictures and Video Industry

October 2007 (Revised December 2007)
Case

TiVo 2007: DVRs and Beyond

By: David B. Yoffie and Michael Slind

Tom Rogers, CEO of TiVo, had placed multiple strategic bets on his company. In September 2007, that strategy was due for a major test. TiVo was a maker of digital video recorder (DVR) products and a distributor of DVR technology. Rogers believed that macro-trends in... View Details

Keywords: Advertising; Business Model; Television Entertainment; Intellectual Property; Lawsuits and Litigation; Management Analysis, Tools, and Techniques; Distribution; Problems and Challenges; Partners and Partnerships; Research; Internet; Entertainment and Recreation Industry; United States

July 2022
Teaching Note

Arçelik (A), (B): From a Dealer Network to an Omnichannel Experience

By: Ayelet Israeli, Fares Khrais and Menna Hassan

Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in... View Details

21 Dec 2009
Research & Ideas

Good Banks, Bad Banks, and Government’s Role as Fixer

downside on toxic assets that are actually purchased. Moreover, the partnerships are likely not to set a market price on many toxic assets, because the government will not provide generous subsidies to buy... View Details

Keywords: by Roger Thompson; Banking; Financial Services

June 2013 (Revised August 2020)
Case

Bonnie Road

By: Arthur I Segel, John H. Vogel, Jr. and Lisa Strope

Victor Alexander was intrigued by the packet of papers that lay in front of him. The papers comprised a brochure that Garden State Bank had put together in an effort to sell the Bonnie Road Distribution Center in Somerset, New Jersey, for $9.7 million. It was April... View Details

Keywords: Real Estate; Investment; Acquisition; Buildings and Facilities; Property; Partners and Partnerships; Decision Choices and Conditions; Distribution Industry; Real Estate Industry; Texas

May 2020 (Revised July 2022)
Case

Brand Storytelling at Shinola

By: Jill Avery, Giana M. Eckhardt and Michael B. Beverland

Detroit, Michigan, aka “The Motor City,” is most known as the birthplace of most of the American classic automotive brands. It is a city filled with the rich history of the industrial age, the pride of American manufacturing, and of the soulful sounds of Motown music.... View Details

Keywords: Marketing; Brands and Branding; Marketing Communications; Advertising; Luxury; Consumer Products Industry; Apparel and Accessories Industry; Retail Industry; Detroit; United States; North America

June 2020
Teaching Note

Brand Storytelling at Shinola

By: Jill Avery, Giana M. Eckhardt and Michael Beverland

Detroit, Michigan, aka “The Motor City,” is known as the birthplace of most of the American classic automotive brands. It is a city filled with the rich history of the industrial age, the pride of American manufacturing, and of the soulful sounds of Motown music. It is... View Details

Keywords: Brand Storytelling; Brand Management; Brand Management Of Places; Luxury Brand; Marketing; Brands and Branding; Marketing Communications; Advertising; Luxury; Marketing Strategy; Consumer Products Industry; United States

28 Apr 2011
Op-Ed

While Waiting for Japan’s Recovery, Let’s Enhance Supplier Competitiveness at Home

earthquake damage. They can take action now to ensure that America invests in growing our domestic stock of world-class suppliers. A national campaign to enhance supply-chain partnerships could also accelerate job creation. America needs... View Details

Keywords: by Rosabeth Moss Kanter

Article

Savings in Transnational Households: A Field Experiment Among Migrants from El Salvador

By: Nava Ashraf, Diego Aycinena, Claudia Martinez A. and Dean Yang

While remittance flows to developing countries are very large, it is unknown whether migrants desire more control over how remittances are used. This research uses a randomized field experiment to investigate the importance of migrant control over the use of... View Details

Keywords: Migration; Remittances; Intrahousehold Allocation; Savings; Saving; Residency; Banks and Banking; Banking Industry; El Salvador; United States

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July 2020 (Revised July 2023)
Case

Live Nation and Pharrell Williams

By: Anita Elberse and Kate Christensen

“We’re in business together, and whether we lose a few million dollars or make a few million dollars, let’s do this. If you think you can pull it off, I’m behind you.” Michael Rapino, chief executive officer of Live Nation, the world’s leading live entertainment... View Details

Keywords: Music; Entertainment; Superstars; Talent; Labor Economics; General Management; Music Entertainment; Media; Talent and Talent Management; Joint Ventures; Marketing; Strategy; Music Industry

December 1989 (Revised June 2003)
Case

Bayside

By: William J. Poorvu and Richard Ellis Crum

Explores the issues associated with leasing office space in a softening market from the perspective of a young leasing agent. Addresses market and lease analysis, negotiating tactics and strategy, and management of a financial partnership. View Details

Keywords: Management; Partners and Partnerships; Negotiation Tactics; Markets; Business Strategy; Leasing; Corporate Finance; Real Estate Industry

2014
Working Paper

Savings in Transnational Households: A Field Experiment Among Migrants from El Salvador

By: Nava Ashraf, Diego Aycinena, Claudia Martinez A. and Dean Yang

While remittance flows to developing countries are very large, it is unknown whether migrants desire more control over how remittances are used. This research uses a randomized field experiment to investigate the importance of migrant control over the use of... View Details

Keywords: Migration; Remittances; Intrahousehold Allocation; Savings; Immigration; Diasporas; International Finance; El Salvador

December 2018
Case

First Utility Ltd.

By: John R. Wells and Benjamin Weinstock

At the end of 2017 First Utility Ltd. was the largest of the middle-tier domestic energy suppliers in the United Kingdom, serving 808,000 of the country’s 27 million households with electricity and gas. In Q1 2017 First Utility captured 3% market share. The company had... View Details

Keywords: Rapid Growth Stage; Power/Energy; Energy Efficiency Standards; Energy; Competition; Diversification; Acquisition; Expansion; Growth Management; Energy Industry; United Kingdom

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