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  • 23 Jan 2008
  • First Look

First Look: January 23, 2008

employed marketing and marketing strategies to diffuse products and brands internationally, despite business, economic, and cultural obstacles to globalization. The process was difficult and complex. The globalization of toiletries... View Details
Keywords: Martha Lagace
  • 26 Jul 2006
  • Research & Ideas

The Strategic Way to Go to Market

channel stewards? A: Channel stewardship is a brand new concept. Bits and pieces have been practiced in the past, but we have pulled it all together and added some new ones. It would be hard to identify any one firm as an all-around... View Details
Keywords: by Sean Silverthorne
  • 09 Jun 2015
  • First Look

First Look: June 9, 2015

interpersonal disclosure of intimate information increases attraction, cost transparency by a firm increases brand attraction, in turn boosting consumer purchase interest. This relationship persists even after controlling for perceptions... View Details
Keywords: Sean Silverthorne
  • 07 Apr 2015
  • First Look

First Look: April 7

brand and introduce an entirely new pricing scheme. Early financial results from the strategic shift are not favorable. Based on the experience of U.S. retailer J.C. Penney, the piece raises fundamental questions about repositioning... View Details
Keywords: Sean Silverthorne
  • 05 Apr 2011
  • First Look

First Look: April 5

ability to integrate the efforts of non-Chinese leaders are involved. Purchase this case:http://cb.hbsp.harvard.edu/cb/product/311074-PDF-ENG Herborist John Deighton, Leora Kornfeld, Yanqun He, and Qingyun JiangHarvard Business School Case 511-051 Global View Details
Keywords: Sean Silverthorne
  • 31 Aug 2010
  • First Look

First Look: August 31

and mission to provide its guests and employees an enhanced brand experience. The dilemma Atlantis faced was how to integrate the new vision and mission into all the brand touch points in order to improve... View Details
Keywords: Sean Silverthorne
  • 05 Oct 2010
  • First Look

First Look: October 5, 2010

delivers in the current period conditional on a stockout in the prior period. We also provide a method for estimating the impact of changes in supplier performance along these two dimensions on customer demand. Using data from Hugo Boss, a manufacturer of View Details
Keywords: Sean Silverthorne
  • 26 Feb 2013
  • First Look

First Look: Feb. 26

513-027 In late 2012, Kori Tuggle, director of marketing and business development at Ocean Mist Farms, a California produce company, examines her social media-based marketing program and her attempts to create a brand for a bulk... View Details
Keywords: Sean Silverthorne
  • 25 Mar 2014
  • First Look

First Look: March 25

describes the efforts of Beiersdorf, a worldwide leader in the cosmetics and skin care industries, to generate and commercialize new R&D through open innovation using external crowds and "netnographic" analysis. Beiersdorf, best known for its consumer... View Details
Keywords: Sean Silverthorne
  • 17 Mar 2021
  • Research & Ideas

Beyond Pajamas: Sizing Up the Pandemic Shopper

industry, which reached global sales of $1.9 trillion in 2019. Even before the pandemic, roughly 28 percent of global apparel transactions were happening online. At the same time, many brands had closed their physical stores in the... View Details
Keywords: by Ayelet Israeli, Eva Ascarza, and Laura Castrillo; Retail
  • 16 Apr 2001
  • Research & Ideas

Making the Most of Government Upheaval

related businesses in the local market or even in other countries. Stage III: Acquisition of New Capabilities. Becoming increasingly sophisticated as they competed with larger foreign rivals, the firms developed new capabilities in areas such as customer service,... View Details
Keywords: by Nancy O. Perry
  • 30 Oct 2018
  • First Look

New Research and Ideas, October 30, 2018

ready for bots to become the face of its brand to its prospective customers? Purchase this case:https://hbsp.harvard.edu/product/518067-PDF-ENG Harvard Business School Case 318-114 Verizon 2018 In 2018, CEO Lowell McAdam led efforts to... View Details
Keywords: Dina Gerdeman
  • 20 May 2008
  • First Look

First Look: May 20, 2008

Aakash's strength, and Patel has read that a strong finance person can help position a company for success. The company has recently experienced significant growth due to a new program of branded oils, and Patel is worried that the... View Details
Keywords: Martha Lagace
  • 17 Nov 2020
  • In Practice

How Retailers Can Thrive in a Shopping Season Like No Other

the last day! We will continue to see a decoupling between the way orders are fulfilled and the way customers engage with brands. On the customer side, retailers and brands will have to work hard to recreate engagement with their... View Details
Keywords: by Danielle Kost; Retail
  • 04 Oct 2016
  • First Look

October 4, 2016

manufacturing plants in Nigeria, and runs a 1,000+ plus truck logistics company. This case gives an overview of how Tolaram, a company that is a prime example of market-creating innovation in a developing economy, built Indomie noodles from obscurity to become one of... View Details
  • 13 Feb 2018
  • First Look

New Research and Ideas, February 13, 2018

recent successes and challenges of the business, it also explores a new challenge of building a platform with a branded third-party solution or a “white label” solution, which would hide the third-party brand. Purchase this case:... View Details
Keywords: Sean Silverthorne
  • 09 May 2017
  • First Look

New Research and Ideas, May 9

few years to turn things around or consider closing the Kameda USA subsidiary. Every marketing element was on the table: from changing the packaging to rethinking the retail approach to accepting private label deals to investing in more efficient plants to partnering... View Details
Keywords: Sean Silverthorne
  • 10 Jun 2014
  • First Look

First Look: June 10

diverged from their American counterparts in using public relations strategies not only to contain fallout from criticism, but also as opportunities for changes in corporate culture aimed at promoting a positive bond with consumers based on new green View Details
Keywords: Sean Silverthorne
  • 03 Nov 2009
  • First Look

First Look: Nov. 3

report a slowdown for the year's first semester. He knew that according to his management philosophy he should leave the primary decisions for the Gucci brand to Gucci's CEO. Yet, given the urgency of the situation, Polet wondered if it... View Details
Keywords: Martha Lagace
  • 24 Apr 2018
  • First Look

First Look at New Research and Ideas, April 24, 2018

sampling channel and by decreasing returns; and (4) amplify these demand and operational benefits in dealing with customers who have the most acute need for the firm’s products. Moreover, the effects we document strengthen with time as showrooms contribute not only to... View Details
Keywords: Sean Silverthorne

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