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• Case | HBS Case Collection | January 2015 (Revised July 2019)

  Rebranding Godiva: The Yıldız Strategy

  Rohit Deshpande and Esel Çekin

  This case concerns Yıldız Holding’s acquisition of Godiva Chocolatier from its previous owner, Campbell Soup, and its salient strategy in preserving Godiva’s “made in Belgian” brand position. Provenance Paradox, a problem faced by companies in emerging countries trying to establish their brands in developed markets, had not become a problem for Yıldız Holding. The chairman Murat Ülker asked the Godiva management to execute a highly ambitious plan of making the brand widely-available at supermarkets, drug stores and mass channels in the U.S. market. How was the Godiva brand affected by the change in its marketing strategy? How was the execution different in international markets vs. the U.S. market?

  Keywords: branding; internationalization; provenance paradox; Acquisitions; positioning; innovation; customer-centricity; Brands and Branding; Marketing Strategy; Emerging Markets; Product Positioning; Change Management; Innovation and Management; Customer Focus and Relationships; Food and Beverage Industry; North America; Turkey; Japan;

  Citation:

  Deshpande, Rohit, and Esel Çekin. "Rebranding Godiva: The Yıldız Strategy." Harvard Business School Case 515-059, January 2015. (Revised July 2019.)  View Details

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• Teaching Note | HBS Case Collection | May 2019

  The Dubai International Film Festival

  Rohit Deshpandé and Nathaniel Schwalb

  Teaching Note for HBS No. 517-110.

  Citation:

  Deshpandé, Rohit, and Nathaniel Schwalb. "The Dubai International Film Festival." Harvard Business School Teaching Note 519-084, May 2019.  View Details

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• Teaching Note | HBS Case Collection | May 2019

  The Louvre

  Rohit Deshpandé and Nathaniel Schwalb

  Citation:

  Deshpandé, Rohit, and Nathaniel Schwalb. "The Louvre." Harvard Business School Teaching Note 519-083, May 2019.  View Details

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