Publications

17 Oct 2006
First Look

First Look: October 17, 2006

http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=707419 Lenovo: Building a Global Brand Harvard Business School Case 507-014 Announced in December 2004, the $1.75 billion acquisition of IBM's PC division by Lenovo, China's... View Details

Keywords: Sean Silverthorne

December 2001 (Revised January 2002)
Case

Nestle S.A.

By: Ray A. Goldberg and Hal Hogan

Peter Brabeck wants to focus Nestle as a wellness company in the global food system and do so in a way that provides both growth in sales and margins in both developed and developing countries. View Details

Keywords: Brands and Branding; Product Development; Supply Chain Management; Food; Multinational Firms and Management; Business Growth and Maturation; Sales; Agriculture and Agribusiness Industry; Food and Beverage Industry; Switzerland

September 1992 (Revised July 1994)
Case

MEM Company, Inc.: English Leather

By: Frank V. Cespedes and Laura Goode

In 1992, the president of MEM (a producer of personal care products, including men's fragrances) considered a redeployment of field sales efforts and changes in sales compensation policies. Any changes, moreover, must consider the context of strategic decisions... View Details

Keywords: Change Management; Decision Choices and Conditions; Brands and Branding; Product Positioning; Consumer Behavior; Distribution Channels; Business Strategy; Consumer Products Industry

28 Jun 2011
First Look

First Look: June 28

social media could be the marketing solution for the launch of the youth-oriented 2010 Fiesta. But with social media came a ceding of control. Some at the company believed that if Ford was going to move beyond its conservative brand... View Details

Keywords: Sean Silverthorne

01 Jun 2021
What Do You Think?

Are Employers Ready for a Flood of 'New' Talent Seeking Work?

important to them, and they make those positions part of their consideration set when exploring brand loyalty. So CEOs have no choice but (to) become activists to maximize shareholder value.” This still leaves us with the question: When... View Details

Keywords: by James Heskett

11 Sep 2000
Research & Ideas

Riding the Internet Fast Track

a series of six "filters" to answer this critical question. If a company is going to make the investment required to aggressively pursue an Internet opportunity, management needs to believe in each of the following: Online shopping will quintuple in the next... View Details

Keywords: by Peter Jacobs

02 Jan 2018
First Look

First Look at New Research and Ideas, January 3, 2018

218-001 Bega Cheese: Bidding to Bring Vegemite Back Home In January 2017, the leadership team of Bega Cheese—the Australian dairy company—was considering a bid for Mondelez International’s Australia and New Zealand (ANZ) grocery business, which included several leading... View Details

Keywords: Sean Silverthorne

10 Nov 2015
First Look

November 10, 2015

Strengthening the Brand with Digital Marketing Accor, the world's leading hotel operator with a portfolio of fourteen hospitality brands (including Sofitel and Novotel) in 92 countries, prided itself on... View Details

Keywords: Sean Silverthorne

01 Feb 2008
What Do You Think?

How Sustainable Is Sustainability in a For-Profit Organization?

of any organization." Carol Holding associated brand value with sustainability: "As brand value will soon be included in a company's valuation ... we can more than ever monetize sustainable... View Details

Keywords: by Jim Heskett

03 Dec 2007
Research & Ideas

Authenticity over Exaggeration: The New Rule in Advertising

girls reveal insecurities about their looks, showing the harm done by unrealistic standards set by the industry. (Dove is also the subject of a new case by Deighton.) “Authenticity becomes a much more desirable property than exaggeration.” "The story of Dove is one of... View Details

Keywords: by Julia Hanna; Publishing; Advertising

23 Jun 2003
Research & Ideas

Historically Speaking: A Roundtable at HBS

understand this phenomenon over time and what role companies played in translating a few buyers' initial curiosity into widespread consumer loyalty. Brand New examines these issues by focusing on six outstanding entrepreneurs. Debora... View Details

Keywords: by Jim Aisner

November 2019 (Revised September 2022)
Case

TripAdvisor: An Itinerary for Growth

By: Jeffrey F. Rayport, Spencer Rascoff and Susie L. Ma

In 2019, TripAdvisor was one of the best-known and most-trafficked online travel sites. For nearly 20 years, its founder and CEO Steve Kaufer had steered TripAdvisor through many phases of growth and profitability, but recently the company’s growth had started to slow.... View Details

Keywords: Business Growth and Maturation; Decision Making; Business or Company Management; Growth Management; Innovation and Invention; Brands and Branding; Operations; Customer Value and Value Chain; Information Technology; Travel Industry; Massachusetts

07 Oct 2008
First Look

First Look: October 7, 2008

overstretch ARK's organizational capacity and risk failing to maintain the highest quality of delivery? Purchase this case: http://harvardbusinessonline.hbsp.harvard.edu/ b01/en/common/item_detail.jhtml?id=309036 Allston: Brand vs.... View Details

Keywords: Martha Lagace

21 May 2007
Research & Ideas

Fixing the Marketing-CEO Disconnect

decisions, but no one is singularly accountable for the results. Second, responsibility for brand equity still resides in the marketing function, yet brand equity has never been more volatile and important.... View Details

Keywords: by Sean Silverthorne

November 2017 (Revised November 2021)
Case

Irene Rosenfeld at Mondelēz International: Crafting a Corporate Strategy

By: Raffaella Sadun, David J. Collis, Amram Migdal and Kerry Herman

The case focuses on Irene Rosenfeld’s tenure as CEO of the global snack food company Mondelēz International. Beginning in 2006, she had led the company through many acquisitions, including France’s LU Biscuit and British confectionery company Cadbury, before, in 2012,... View Details