Branding - Publications - Faculty & Research

24 May 2017
News

Ilene H. Lang, MBA 1973

within three months became one of the most successful brands of its day. When the company abandoned its plan to take AltaVista public, Lang left. “I didn’t agree with the strategy,” she says matter-of-factly. “I wasn’t going to stick... View Details

Keywords: Susan Young

01 Jun 2022
News

The Exchange: Same Great Price, Now with Fewer Chips

what might lead a brand to try to disguise a price hike.—JMF John, can you give us some historical context to explain this phenomenon? John Gourville: The first instance of shrinkflation that I found was in 1988, when Chock full o’ Nuts... View Details

Keywords: Miscellaneous Store Retailers; Retail Trade

18 Oct 2017
Research & Ideas

How Economic Clusters Drive Globalization

movement built a reputation for Costa Rica as a natural paradise and conservation hub,” Giacomin observes. “At the same time, local actors took advantage of this brand identity to build mainstream tourist facilities that weren’t in line... View Details

Keywords: by Julia Hanna; Agriculture & Agribusiness

10 Sep 2020
Research & Ideas

The COVID Two-Step for Leaders: Protect and Pivot

Danaher, a conglomerate with brands in diagnostics, life sciences, and environmental and applied solutions. "Stars practice, and they keep practicing long after they become stars." Toyota employs a system known as the Toyota Production... View Details

Keywords: by Boris Groysberg and Katherine Connolly Baden

16 Jan 2006
Research & Ideas

Adam Smith, Behavioral Economist?

monitored fully. We thus rely on these individuals' professionalism and honor (or "enlightened self interest") to carry out their occupations. Across organizations, in the marketplace, factors like brand reputation and... View Details

Keywords: by Ann Cullen

Web

Online Business in Society Courses | HBS Online

that support you wherever life takes you next. Learn More about the HBS Online Learning Model HBS Online vs. Other Top Business Schools with Online, Asynchronous Courses HBS Online HBSO Others Considered more impactful than other online programs by learners* Yes No The... View Details

27 Oct 2002
Research & Ideas

Want a Happy Customer? Coordinate Sales and Marketing

service lines, market segments, and competitive positioning. Marketing did the thinking, managed the brand and consumer franchise in consumer goods companies, and provided support to the sales force. In this simpler world, sales did the... View Details

Keywords: by Benson Shapiro

21 Apr 2021
Research & Ideas

The Pandemic Conversations That Leaders Need to Have Now

as brand ambassadors, thought leaders, and storytellers. During a time of widespread unemployment and economic uncertainty, the people who have jobs are talking a lot about how their companies are handling the crisis and the transition to... View Details

Keywords: by Boris Groysberg, Robin Abrahams, and Katherine Connolly Baden

27 Nov 2000
Research & Ideas

The Dynamics of Standing Still: Firestone Tire & Rubber and the Radial Revolution

company's flagship Firestone 500 Steel Belt was the most recognized brand in the industry.17 While the decision to leverage existing manufacturing processes allowed rapid market penetration, it also contributed to quality problems with... View Details

Keywords: by Donald N. Sull; Manufacturing; Transportation

01 Jun 2024
News

Alumni and Faculty Books

Edited by Margie Kelley Alumni Books Debunking Teenagers: 200 Research-Based Parenting Strategies to Help Your Adolescent Successfully Navigate the “Tempteen” Years By Daphne Adler (MBA 2004) Independently Published Why are teenagers constantly tempted to behave... View Details

23 Jun 2008
Research & Ideas

Innovative Ways to Encourage Personal Savings

college roommates who worked in South Central Los Angeles as a community organizer. He was bemoaning the lack of financial services to people who lived there. As a result, I became very interested in what we might call "consumer" or "household" finance. This View Details

Keywords: by Martha Lagace; Financial Services

25 Jun 2013
First Look

First Look: June 25

Publications 2006 pub Leviathan Evolving: New Varieties of State Capitalism in Brazil and Beyond By: Musacchio, Aldo, and Sergio G. Lazzarini Abstract—In this book we describe the transformation of state capitalism from a model in which governments owned and ran... View Details

Keywords: Anna Secino

20 Jan 2023
News

Free Spirits

Island, Golden Road Brewing, and Omission, also offer low or no-alcohol beers. But the company’s flagship is Bud Zero, which arrived on the scene in 2020, in a splashy partnership with the retired NBA player Dwayne Wade. “We saw that as an interesting way to bring the... View Details

Keywords: Jen McFarland Flint; Food Services and Drinking Places; Hospitality

March 2016 (Revised May 2018)
Case

ASOS PLC

By: John R. Wells and Gabriel Ellsworth

Launched in 2000, ASOS was one of the world’s largest online fashion specialists in 2018. Focusing on young consumers aged 16–25 years, the company offered over 85,000 items on its websites, many times more than the largest fashion stores, and added several thousand... View Details

Keywords: ASOS; AsSeenOnScreen; Online Fashion; Online Apparel; Nick Beighton; Nick Robertson; E-commerce; E-Commerce Strategy; Online Retail; Multichannel Retailing; Omnichannel; Social Media; Marketplaces; Shipping; Advertising; Digital Marketing; Business Growth and Maturation; Business Model; Business Startups; For-Profit Firms; Customer Focus and Relationships; Age; Gender; Currency Exchange Rate; Profit; Revenue; Geography; Geographic Scope; Global Range; Global Strategy; Globalized Firms and Management; Globalized Markets and Industries; Business History; Selection and Staffing; Journals and Magazines; Human Capital; Business or Company Management; Crisis Management; Goals and Objectives; Growth and Development; Growth and Development Strategy; Growth Management; Management Succession; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Product Positioning; Social Marketing; Media; Distribution; Distribution Channels; Order Taking and Fulfillment; Infrastructure; Logistics; Public Ownership; Problems and Challenges; Strategy; Adaptation; Business Strategy; Competition; Competitive Strategy; Corporate Strategy; Expansion; Vertical Integration; Segmentation; Internet and the Web; Mobile and Wireless Technology; Apparel and Accessories Industry; Fashion Industry; Retail Industry; United Kingdom; England; London

Citation

Educators

Purchase

23 Jan 2013
Research & Ideas

Three-Dimensional Strategy: Winning the Multisided Platform

third party. By contrast, a grocery store also creates a space for consumers and multiple brands to meet—but the store controls the transaction, serving as a reseller. Done right, the MSP model has proven extremely lucrative, throwing off... View Details

Keywords: by Julia Hanna

03 May 2010
Research & Ideas

What Is the Future of MBA Education?

economics and political system. Datar: MBAs need to understand what it means to be a general manager in a global world and the differences in institutions, norms, cultures, and legal frameworks. It would be fascinating, for example, to have student teams work on an... View Details

Keywords: by Martha Lagace; Education

30 Jan 2020
Research & Ideas

The Upside of Highlighting a Product's Downsides

customers more control and set their brands apart. The online apparel retailer Everlane provides detailed descriptions about the factories that produce its clothing. And Lemonade has upended traditional insurance by taking a set portion... View Details

Keywords: by Danielle Kost

01 Apr 2002
News

Dean Clark Visits Alumni in Europe

European Research Center, on the rue François 1er in Paris’s eighth arrondissement. In London, he met with recent HBS graduates for an informative breakfast where he discussed the School’s expanding Global Initiative. The Dean’s Frankfurt agenda... View Details

Keywords: Alumni outreach; European Research Initiative; Colleges, Universities, and Professional Schools; Educational Services

24 Jul 2000
Research & Ideas

Global Brands: Connecting With Consumers Across Boundaries

panelists at a Global Alumni Conference session addressing the topic "Global Brands: Connecting with Consumers across Boundaries," chaired by HBS associate professor Nancy F. Koehn, a business historian and author of the forthcoming book View Details

Keywords: by James E. Aisner

04 Apr 2008
What Do You Think?

Who Owns Intellectual Property?

"Investors should put more emphasis on how brand IP is managed in the environment rather than on the IP asset itself." Paul Jackson adds that "... it's got to be businesses (that defend IP) ... as laws get in the way of... View Details

Keywords: by Jim Heskett

Publications