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- News (24)
- Research (130)
- Multimedia (3)
- Faculty Publications (48)
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- 01 Mar 2004
- News
Protecting against the Erosion of Brand Value
brands of premium cachet and the premium prices that come with it. “The same forces that cause the commoditization of products and services precipitate the commoditization of... View Details
- 30 Jun 2011
- News
Chinese investment in Europe: Streaks of red
- 18 Jul 2023
- News
The First Five Years: Brooke Biederman (MBA 2019)
What inspired you to launch Forby Entertainment Partners? I started working on film and TV shoots in New York City during college. My first boss, an executive producer, recommended Edward Jay Epstein’s book, The Hollywood Economist: The Hidden Financial Reality Behind... View Details
Keywords: Robert Bochnak
- 12 Mar 2021
- News
My Favorite Case
four to one. When another premium brand lowers its wholesale price in an attempt to stimulate sales, Heublein’s president decides to increase the price of Smirnoff and put the additional revenue into... View Details
- 01 Aug 1998
- News
High Honors
corporate and strategic matters. Under Marram's leadership, the company has attained a prominent position in the worldwide premium juice business. Her skill in promoting growth without losing sight of her company's core competencies has... View Details
- 01 Sep 2020
- News
Giving Amazon the Boot
direct-to-consumer brands are bypassing Amazon from the get-go. “What I have learned from talking to hundreds of our merchants is that when they start a business, it’s really an expression of themselves. And it’s important for their... View Details
- 01 Jun 2004
- News
Luxe Redux
Thomas Pink are assured of something else, Tranthi notes: “I’m going to wear this shirt, and it’s going to make me feel great. That’s why luxury brands command a premium — it’s an emotional buy.” Needless to... View Details
- 01 Sep 2010
- News
Dare to be Different
that as consumers, we are tempted by a far greater number of brand choices that rotate much more frequently. I talk in the book about how, many years ago, I used to date a guy who was a fanatic about Häagen-Dazs ice cream. Well, back... View Details
- 01 Mar 2015
- News
Fıelds of Gold
the land dedicated to the crop a decade ago. That could be a boon for food lovers globally, but for Luo, the true value of Afghan saffron is its potential to support agricultural development. The question for Earth2Globe: how can it brand... View Details
- 01 Dec 2006
- News
Rolling Thunder
HEAVY METAL: Stephen Julius and family aboard an Indian motorcycle, a classic brand that in late 2007 will once again hit the streets. PHOTO COURTESY STEPHEN JULIUS Vrrooom that’s the sound of the classic Indian View Details
- 01 Dec 2014
- News
Case Study: Growing the Family Business
cleanliness and are staffed with teachers who use a proprietary curriculum to create an educational environment. Customers pay a significant premium for convenience—as much as $13 an hour for infant care versus $4 an hour or less for... View Details
- 01 Dec 2016
- News
Carving a Niche
strategy for building Faction embraces that aura of distinction (“for the few” is one tagline) while leveraging several key retailing trends. “The average size of an interesting, exciting brand is smaller and more View Details
Keywords: Julia Hanna
- 12 Apr 2012
- News
HBS Welcomes Eleven Alumni Startups
Lema21.com.br will offer fashionable, quality eyewear products for a revolutionary price via an online retail channel. We also will focus on social sustainability to empower less fortunate individuals. mid-atlantic us Knock out!® is a View Details
- 09 Aug 2011
- News
A Toast to Macchu Pisco
Business Plan Contest, I did a marketing independent study on how to launch a premium pisco brand in the United States. We entered a plan in the contest and were semi-finalists. The alumni I contacted during... View Details
- 01 Mar 2006
- News
The Little Ice-Cream Company That Could
snacks are the company’s most recent innovations.) By mid-1994, Dreyer’s fulfilled its dream of becoming the leading premium ice-cream brand in the United States — a mixed blessing. “As we approached a... View Details
- 01 Jun 2009
- News
Alumni Books
Invisible Edge: Taking Your Strategy to the Next Level Using Intellectual Property by Mark Blaxill (MBA ’84) and Ralph Eckardt (Portfolio) With the right intellectual property (IP) and the right strategies, companies can command premium... View Details
- 17 Jul 2020
- News
Support System
a B2B company that supplied bulk shea butter to brands and distributors. Akuete initially started down a different career path, having taken a job at JPMorgan Chase after business school. But when her mother became ill in 2015, Akuete... View Details
Keywords: Maureen Harmon
- 01 Dec 2016
- News
Case Study: Sweat the Technique
version first. Launch it to test real demand and to better understand usage patterns and segments. If it is successful, raising more capital for developing the digital shouldn’t be a problem. You can then position a more sophisticated digital version as a View Details
Keywords: Dan Morrell
- 28 May 2019
- News
Case Study: Building the Base
needs to grow to around 50,000 subscribers to show traction. Of course, his current subscribers would like a more premium offering, which might draw in more users. But this is the classic entrepreneur’s dilemma: If the base product cannot... View Details