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  • Research Summary

Moving Beyond Direct-to-Consumer

By: Leonard A. Schlesinger

Changing consumer behaviors have redefined what it means to be direct to consumer ("DTC"). What once began online a decade ago as a distribution and disintermediation strategy has since evolved into a multifaceted approach for the modern-day brand.

The... View Details

  • June 2015 (Revised October 2015)
  • Case

High Liner Foods, 2015

By: John R. Wells and Galen Danskin
In 2015, Canadian-based High Liner Foods Ltd was one of North America's largest frozen fish processors with extensive shares of both the food service and retail channels in Canada, the USA and Mexico. With over C$1 billion in revenues, the company had grown four fold... View Details
Keywords: Strategic Analysis; Strategic Decision Making; Family Business; Commodities; Strategic Planning; Strategy; Competitive Strategy; Food and Beverage Industry; North America; Canada
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  • Teaching Interest

Digital Marketing Strategy

By: John A. Deighton

When the tools of marketing change, strategies change too. The focus of this course is on firms trying to navigate the transition from offline to online market-making and strategy development. Our concern is primarily with corporations that have products and... View Details

  • 2020
  • Working Paper

Social Influence in the COVID-19 Pandemic: Community Establishments’ Closure Decisions Follow Those of Nearby Chain Establishments

By: Abhishek Nagaraj, Mathijs de Vaan, Saqib Mumtaz and Sameer Srivastava
As conveners that bring various stakeholders into the same physical space, firms can powerfully influence the course of pandemics such as COVID-19. Even when operating under government orders and health guidelines, firms have considerable discretion to keep their... View Details
Keywords: COVID-19; Peer Influence; Closure Decisions; Health Pandemics; Business Ventures; Decisions; Business and Community Relations
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  • 29 Feb 2024
  • HBS Case

Beyond Goals: David Beckham's Playbook for Mobilizing Star Talent

ends? Anita Elberse, the Lincoln Filene Professor of Business Administration at Harvard Business School, got a behind-the-scenes look from Beckham’s team at how the organization considered an offer from Authentic Brands Management for a... View Details
Keywords: by Avery Forman; Sports
  • 12 Apr 2013
  • HBS Seminar

Gary Frazier, USC Marshall School of Business

  • July–August 2017
  • Article

Why Outlet Stores Exist: Averting Cannibalization in Product Line Extensions

By: Donald Ngwe
Outlet stores are a large and growing component of many firms' retailing strategies, particularly in the fashion industry. Outlet stores offer attractive prices in locations far from central shopping districts. The main perspectives on why outlet stores exist can be... View Details
Keywords: Fashion; Industrial Organization; Outlet Stores; Price Discrimination; Retail; Channel Management; Luxury; Product Marketing; Price; Retail Industry; Fashion Industry
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  • 04 Dec 2014
  • Working Paper Summaries

The Air War versus The Ground Game: An Analysis of Multi-Channel Marketing in US Presidential Elections

Keywords: by Doug J. Chung & Lingling Zhang
  • 28 Mar 2017
  • First Look

First Look at New Research, March 28

BATNAs in Negotiation: Common Errors and Three Kinds of 'No' By: Sebenius, James K. Abstract—The best alternative to a negotiated agreement (“BATNA”) concept in negotiation has proven to be immensely useful. In tandem with its value in... View Details
Keywords: Sean Silverthorne
  • October 2014
  • Case

McKinsey & Company, 2012

By: John R. Wells and Galen Danskin
In 2012, McKinsey & Company (McKinsey) was the world's premier management consultancy, providing advice to CEO's and top executives of leading companies around the globe. Many consulting firms were bigger but few could match the reputation McKinsey had built over more... View Details
Keywords: Consulting Firms; McKinsey; Strategy; Consulting Industry; North America
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  • December 2015 (Revised September 2016)
  • Supplement

ANA (B)

By: Doug J. Chung and Mayuka Yamazaki
All Nippon Airways (ANA) became the largest airline in Japan in 2013. Having been designated as a domestic carrier by the Japanese government till the mid-1980s and Japan being the sixth largest domestic airline market, two-thirds of ANA’s passenger revenue came from... View Details
Keywords: Demand and Consumers; Analysis; Economics; Price; Marketing Strategy; Competitive Strategy; Product; Policy; Air Transportation Industry; Japan
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  • 29 Nov 2010
  • HBS Case

United Breaks Guitars

in class is whether social media are better at destroying value than creating it. In social media an entity's size and brand recognition make it more vulnerable to parody and... View Details
Keywords: by Julia Hanna
  • 22 Nov 2023
  • Research & Ideas

Humans vs. Machines: Untangling the Tasks AI Can (and Can't) Handle

people, deeply in your context,” explains Edward McFowland III, assistant professor at Harvard Business School and one of the study’s authors. "The challenge right now is that this is brand new. Companies... View Details
Keywords: by Rachel Layne; Information Technology; Technology
  • Web

Admissions & Financial Support - Doctoral

Shunyuan Zhang Marketing Student Research Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers By: Mengjie Cheng and Shunyuan Zhang 01 JUL 2025 | Management Science Extraverts... View Details
  • August 2014 (Revised September 2016)
  • Case

ANA (A)

By: Doug J. Chung and Mayuka Yamazaki
All Nippon Airways (ANA) became the largest airline in Japan in 2013. Having been designated as a domestic carrier by the Japanese government till the mid-1980s and Japan being the sixth largest domestic airline market, two-thirds of ANA’s passenger revenue came from... View Details
Keywords: Demand and Consumers; Analysis; Economics; Price; Marketing Strategy; Competitive Strategy; Product; Policy; Air Transportation Industry; Japan
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  • 05 Dec 2023
  • Research & Ideas

Lessons in Decision-Making: Confident People Aren't Always Correct (Except When They Are)

time to revisit outdated branding or stick with an established image? Executives aspire to project confidence in their decisions, lest they seem incompetent. “In teams, and organizations more broadly,... View Details
Keywords: by Kara Baskin
  • 21 Aug 2013
  • Research & Ideas

What Went Wrong at J.C. Penney?

especially lower- and middle-income families, while the boutiques didn't want their brands diluted by discount pricing. The depths of the recession made this everyday-low-prices strategy difficult to carry... View Details
Keywords: by Jim Aisner; Retail
  • March 2019
  • Case

HOPI: Turkey's Shopping Companion

By: Sunil Gupta, Donald Ngwe and Gamze Yucaoglu
The case opens in 2017 as Onur Erbay, CEO of HOPI, a multi-vendor loyalty platform, is contemplating a critical decision. The case chronicles the origins of Boyner Group, the parent company of HOPI and a major retailer in Turkey, and development of retail and customer... View Details
Keywords: Loyalty Programs; Multi-vendor Platform; Retail; Big Data; Customer Relationship Management; Mobile and Wireless Technology; Business Model; Analytics and Data Science; Competitive Strategy; Decision Making; Applications and Software; Digital Platforms; Technology Industry; Retail Industry; Turkey
Related
  • 29 Sep 2014
  • Research & Ideas

Why Do Outlet Stores Exist?

Why do outlet stores exist? The answer may seem obvious to most shoppers—they are places where companies get rid of factory seconds or outdated merchandise at fire-sale prices. Read: bargains, bargains, bargains. And indeed, that may have... View Details
Keywords: by Michael Blanding; Apparel & Accessories; Fashion; Retail

    David E. Bell

    David E. Bell is a Baker Foundation Professor at HBS. He has taught marketing many times in the MBA program including as course head.

    During his career at HBS, David has taught a variety of other courses to both MBAs and executives, including risk... View Details

    Keywords: agribusiness; agriculture; apparel; e-commerce industry; fashion; food; food processing; grocery; insurance industry; marketing industry; retailing