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- May–June 2024
- Article
What Makes a Successful Celebrity Brand?
Celebrities have shifted from endorsing established brands to being influencers for established brands to drawing on their influence to create brands themselves. The authors examine what it takes to make celebrity brands work.
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Keywords:
Celebrities;
Celebrity Endorsement;
Celebrity Management;
Celebrity;
Direct To Consumer Marketing;
DTC;
Influencer Marketing;
Influencers;
Influencer Advertising;
Influencer;
Brands and Branding;
Product Marketing;
Power and Influence;
Advertising;
Social Media;
Consumer Products Industry;
United States
Israeli, Ayelet, Jill Avery, Leonard A. Schlesinger, and Matt Higgins. "What Makes a Successful Celebrity Brand?" Harvard Business Review 102, no. 3 (May–June 2024): 50–55.
- March 2024 (Revised April 2024)
- Case
Angel City Football Club: Scoring a New Model
By: Jeffrey F. Rayport, Jennifer Fonstad and Nicole Tempest Keller
In January 2024, Kara Nortman, Julie Uhrman, and Natalie Portman, the founders of Angel City Football Club (ACFC) were developing the club’s first three-year strategic plan. Founded in 2020, ACFC had a star-studded investor group, including Portman and celebrities such...
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Keywords:
Sports;
Entertainment;
Entrepreneurship;
Brands and Branding;
Innovation and Invention;
Venture Capital;
Sports Industry;
Entertainment and Recreation Industry;
United States;
California;
Los Angeles
Rayport, Jeffrey F., Jennifer Fonstad, and Nicole Tempest Keller. "Angel City Football Club: Scoring a New Model." Harvard Business School Case 824-192, March 2024. (Revised April 2024.)
- February 2024
- Case
Adventures Inc: 21st Century Brand Building
By: Boris Groysberg and Sarah L. Abbott
Founded in 2020, Adventures worked with celebrities in Brazil to create and launch digitally native brands. The idea was to match the celebrity’s skill in creating content and entertaining fans with Adventures’ skill in consumer packaged goods marketing and operations....
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Keywords:
Digital Brand;
Influencer Marketing;
Growth And Scaling;
Capital Constraints;
Brand Portfolio Strategy;
CPG;
Start-up;
Celebrity Endorsement;
Digital Marketing;
Growth and Development Strategy;
Entrepreneurship;
Advertising;
Social Media;
Business Startups;
Joint Ventures;
Brands and Branding;
Brazil
- February 2024
- Case
FIGS: Scrubbing the Status Quo
By: Jeffrey F. Rayport and Nicole Tempest Keller
In October 2023, FIGS had revolutionized the medical scrubs industry with its fashionable and functional designs, but the venture was at a critical juncture. The digitally native vertical brand (DNVB) had gone public in a successful IPO in 2021 and reached $500 million...
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- December 22, 2023
- Article
How NFTs Will Make a Comeback in 2024
By: Scott Duke Kominers and Steve Kaczynski
NFTs are poised to be a major driver of Web3 adoption in 2024 – but the successful projects will look very different from what’s come before.
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Kominers, Scott Duke, and Steve Kaczynski. "How NFTs Will Make a Comeback in 2024." Consensus Magazine (December 22, 2023).
- December 2023 (Revised February 2024)
- Case
21Seeds: Taking Shots at Breakout Growth
21Seeds, a female-founded flavor-infused tequila startup launched in 2019, had made inroads into the alcoholic beverage industry by focusing on an underserved consumer segment in spirits—women, primarily in their 30s and 40s, many of whom were moms—and by following a...
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Keywords:
Mergers and Acquisitions;
Business Startups;
Growth and Development Strategy;
Brands and Branding;
Product Positioning;
Distribution Channels;
Sales;
Food and Beverage Industry
Ofek, Elie, Julian De Freitas, Michael Moynihan, and Nicole Tempest Keller. "21Seeds: Taking Shots at Breakout Growth." Harvard Business School Case 524-008, December 2023. (Revised February 2024.)
- October 2023 (Revised January 2024)
- Case
McDonald's Board of Directors (A)
By: Lynn S. Paine and Will Hurwitz
In October 2019, the McDonald’s Corporation board of directors, chaired by Enrique Hernandez, Jr., gathered to learn the results of their outside counsel’s investigation into the conduct of the CEO. On the surface, the iconic fast-food chain was thriving as growing...
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Keywords:
Board Of Directors;
Board Chair;
Board Decisions;
Business Ethics;
Corporate Boards;
Fast Food;
Franchising;
Legal Aspects Of Business;
Legal Battle;
Legal Settlement;
Misconduct;
Regulation;
Reorganization;
Restaurant Industry;
Sexual Harassment;
Shareholders;
Stakeholder Management;
Strategy And Execution;
Turnaround;
Corporate Accountability;
Corporate Governance;
Culture;
Executive Compensation;
Leadership;
Management;
Ethics;
Governing and Advisory Boards;
Business and Stakeholder Relations;
Food and Beverage Industry;
Illinois;
United States
Paine, Lynn S., and Will Hurwitz. "McDonald's Board of Directors (A)." Harvard Business School Case 324-044, October 2023. (Revised January 2024.)
- October 2023
- Case
Kevin O'Leary: Building a Brand in Shark-infested Waters
By: Reza Satchu and Patrick Sanguineti
For more than fifteen years, successful Canadian entrepreneur and investor Kevin O’Leary had developed his brand into a global powerhouse. Since his first appearance on the Canadian television program Dragons’ Den in 2006 and his meteoric rise to stardom through the...
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Keywords:
Personal Brand;
Crisis;
Brands and Branding;
Entrepreneurship;
Crisis Management;
Social Media;
Public Opinion;
Power and Influence;
Financial Services Industry
Satchu, Reza, and Patrick Sanguineti. "Kevin O'Leary: Building a Brand in Shark-infested Waters." Harvard Business School Case 824-095, October 2023.
- September 2023 (Revised June 2024)
- Case
Kaspi.kz: Building Trust through Innovation
By: Sandra J. Sucher, Fares Khrais and Marilyn Morgan Westner
This case is written to help students explore how companies can maintain and develop trust while innovating, how to identify and respond effectively to warning signs that they may not be as trusted as they believe, and how being trusted can aid in expanding and growing...
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Sucher, Sandra J., Fares Khrais, and Marilyn Morgan Westner. "Kaspi.kz: Building Trust through Innovation." Harvard Business School Case 324-022, September 2023. (Revised June 2024.)
- July 2023
- Case
Crocs: Using Community-Centric Marketing to Make Ugly Iconic
By: Ayelet Israeli and Anne V. Wilson
In 2022, the Crocs Classic Clog was the best-selling item of clothing on Amazon, the brand was one of the fastest growing brands in the U.S., and global net revenue had increased to approximately $3.6 billion. By most accounts, Crocs had become the “it” shoe. Crocs...
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Keywords:
Brands and Branding;
Product Development;
Growth and Development;
Customer Value and Value Chain;
Digital Marketing;
Digital Strategy;
Segmentation;
Advertising;
Consumer Products Industry;
Apparel and Accessories Industry;
United States
Israeli, Ayelet, and Anne V. Wilson. "Crocs: Using Community-Centric Marketing to Make Ugly Iconic." Harvard Business School Case 524-006, July 2023.
- May–June 2023
- Article
A New Approach to Building Your Personal Brand: How to Communicate Your Value
By: Jill Avery and Rachel Greenwald
For better or worse, in today’s world everyone is a brand. Whether you’re applying for a job, asking for a promotion, or writing a dating profile, your success will depend on getting others to recognize your value. So you need to get comfortable marketing...
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Keywords:
Personal Brand;
Influencer Marketing;
Leadership Development;
Marketing;
Brands and Branding;
Identity;
Reputation;
Competency and Skills
Avery, Jill, and Rachel Greenwald. "A New Approach to Building Your Personal Brand: How to Communicate Your Value." Harvard Business Review 101, no. 3 (May–June 2023): 147–151.
- February 2023
- Case
Seemore Meats & Veggies
By: Lou Shipley, Patricia Favreau and Mel Martin
Cara Nicoletti was an emerging food entrepreneur that had recently launched her first product, a sustainably sourced, vegetable-infused meat sausage. Brooklyn, New York City-based Seemore Meats & Veggies had seen promising signs of success in local markets and pockets...
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Keywords:
Sales;
Food;
Logistics;
Entrepreneurship;
Growth and Development Strategy;
Agriculture and Agribusiness Industry;
Food and Beverage Industry;
United States
Shipley, Lou, Patricia Favreau, and Mel Martin. "Seemore Meats & Veggies." Harvard Business School Case 823-084, February 2023.
- November 2022
- Background Note
The Future of E-Commerce: Lessons from the Livestream Wars in China
By: Ayelet Israeli, Jeremy Yang and Billy Chan
This note explores the emerging multi-billion dollar commerce trend of livestream commerce. Livestream commerce is the sale of goods or services directly to consumers via live shows on digital platforms (such as social media or e-commerce platforms). It is a form of...
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Keywords:
Retail;
Retailing;
E-commerce;
E-Commerce Strategy;
Ecommerce;
Channels Of Distribution;
Marketing Communication;
Livestream Commerce;
Marketing;
Marketing Channels;
Marketing Strategy;
Advertising;
Brands and Branding;
Media;
Consumer Behavior;
Social Media;
Retail Industry;
Consumer Products Industry;
Advertising Industry;
China;
United States;
United Kingdom
Israeli, Ayelet, Jeremy Yang, and Billy Chan. "The Future of E-Commerce: Lessons from the Livestream Wars in China." Harvard Business School Background Note 523-055, November 2022.
- July 2022 (Revised August 2022)
- Case
Athletic Brewing Company: Crafting the U.S. Non-Alcoholic Beer Category
By: Ayelet Israeli and Anne V. Wilson
Athletic Brewing Company (“Athletic,” for short) was founded by Bill Shufelt and John Walker in 2017. In creating Athletic, Shufelt and Walker opened the first U.S. brewery and taproom fully devoted to the production of non-alcoholic (NA) craft beer. By 2021, Athletic...
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Keywords:
Advertising;
Brands and Branding;
Product Development;
Product Marketing;
Product Positioning;
Product Launch;
Product Design;
Product;
Competition;
Marketing;
Entrepreneurship;
Growth Management;
Cultural Entrepreneurship;
Culture;
Food and Beverage Industry;
United States
Israeli, Ayelet, and Anne V. Wilson. "Athletic Brewing Company: Crafting the U.S. Non-Alcoholic Beer Category." Harvard Business School Case 523-021, July 2022. (Revised August 2022.)
- July 2022 (Revised November 2023)
- Case
3G Capital
By: Jo Tango and Alys Ferragamo
In June 2022, 3G Capital Co-Managing Partners Alex Behring and Daniel Schwartz were in a partners’ meeting. On the agenda were three potential investments. Code named “Alpha,” “Bravo,” and “Charlie” (real target companies that have been disguised), they were the...
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Keywords:
Investment Decisions;
Leveraged Buyout;
Investment Funds;
Investment Portfolio;
Decision Choices and Conditions;
Private Equity
Tango, Jo, and Alys Ferragamo. "3G Capital." Harvard Business School Case 823-010, July 2022. (Revised November 2023.)
- April 2022 (Revised August 2022)
- Case
Restaurant Brands International: Version 2.0
By: Boris Groysberg and Sarah L. Abbott
In 2010, 3G Capital acquired Burger King, the second largest burger chain globally. 3G expanded Burger King’s operations via acquisitions into a multi-brand business, renamed Restaurant Brands International. The acquisition had been a financial success story for 3G....
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Keywords:
Leadership;
Growth and Development;
Performance Evaluation;
Private Equity;
Franchise Ownership;
Culture;
Change Management;
Strategy;
Human Resources;
Information Technology;
Competition;
Retail Industry;
United States
Groysberg, Boris, and Sarah L. Abbott. "Restaurant Brands International: Version 2.0." Harvard Business School Case 422-047, April 2022. (Revised August 2022.)
- March 2022 (Revised February 2024)
- Case
Emeritus: Achieving Impact, Providing Access (A)
By: Ashish Nanda and Zack Kurtovich
In June 2019, Emeritus cofounders Ashwin Damera (HBS MBA 2005) and Chaitanya Kalipatnapu were thrilled with the rapid growth of Emeritus. Damera and Kalipatnapu believed that Emeritus, established in July 2015 to offer online executive education, was only in the early...
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Keywords:
Education Technology;
Professional Service Firm;
Startup;
Digital Strategy;
Global Business;
Global Firm;
Platform Business;
Business Startups;
Growth and Development;
Growth and Development Strategy;
Entrepreneurship;
Executive Education;
Strategy;
Education Industry;
India
Nanda, Ashish, and Zack Kurtovich. "Emeritus: Achieving Impact, Providing Access (A)." Harvard Business School Case 722-429, March 2022. (Revised February 2024.)
- February 2022 (Revised February 2023)
- Case
TikTok in 2020: Super App or Supernova? (Abridged)
By: Jeffrey F. Rayport, Dan Maher and Dan O'Brien
TikTok’s parent company, ByteDance, was launched in 2012 around a simple idea—helping users entertain themselves on their smartphones while on the Beijing Subway. In less than a decade, it had become one of the world’s most valuable private companies, with investors...
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Keywords:
Digital Platform;
Artificial Intelligence;
AI;
Mobile App;
Mobile App Industry;
Mobile and Wireless Technology;
Market Entry and Exit;
Brands and Branding;
Growth and Development Strategy;
China
Rayport, Jeffrey F., Dan Maher, and Dan O'Brien. "TikTok in 2020: Super App or Supernova? (Abridged)." Harvard Business School Case 822-112, February 2022. (Revised February 2023.)
- February 2022
- Case
Toraya
By: Lauren Cohen and Akiko Kanno
Mitsuharu Kurokawa was the 18th generation leader of a family firm that produced and sold premium Japanese sweets, Toraya Confectionery Co., Ltd. He had succeeded the business from his father, Mitsuhiro Kurokawa who had led the firm for thirty years. Mitsuharu was...
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- Article
How Direct-to-Consumer Brands Can Continue to Grow
By: V. Kasturi Rangan, Daniel Corsten, Matt Higgins and Leonard A. Schlesinger
Direct-to-consumer (DTC) brands such as Allbirds, Casper, Peloton, and Warby Parker have creatively found a weakness in the marketing citadel of incumbent brands. By using data gleaned from daily interactions with customers, these brands have been able to adapt how...
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Keywords:
Direct-to-consumer;
Customer Journey;
Business Model;
Customer Relationship Management;
Growth and Development Strategy
Rangan, V. Kasturi, Daniel Corsten, Matt Higgins, and Leonard A. Schlesinger. "How Direct-to-Consumer Brands Can Continue to Grow." Harvard Business Review 99, no. 6 (November–December 2021): 101–109.