When the Name Is the Game

Marco   Bertini; John  Gourville; Elie  Ofek

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Article | Business Strategy Review

When the Name Is the Game

by Marco Bertini, John Gourville and Elie Ofek

Abstract

In Romeo and Juliet, the fair maiden asks, "What's in a name?" When it comes to marketing next-generation products for the global marketplace, we have done extensive research and found that names can play an enormous role in a product's success.

Keywords: Globalized Markets and Industries; Product; Success;

Format: Print

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Citation:

Bertini, Marco, John Gourville, and Elie Ofek. "When the Name Is the Game." Business Strategy Review 22, no. 3 (Fall 2011).

About the Authors

John T. Gourville

Albert J. Weatherhead, Jr. Professor of Business Administration

Marketing

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Elie Ofek

T.J. Dermot Dunphy Professor of Business Administration
Co-Unit Head, Marketing

Marketing

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Case | HBS Case Collection | August 2019

Apex Ski Boots

Kate Barasz and John T. Gourville

Apex Ski Boots has introduced a new ski boot that, due to its radical design, is meeting resistance in the marketplace from many retailers, ski experts, and consumers. The company must decide how best to drive sales in the face of this resistance.

Keywords: Go-to-market strategy; strategic change; Marketing Strategy; Distribution Channels; Sales; Change Management; Sports Industry; Apparel and Accessories Industry;

Citation:
Barasz, Kate, and John T. Gourville. "Apex Ski Boots." Harvard Business School Case 520-013, August 2019. View Details

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Autonomous Vehicles: Smooth or Bumpy Ride Ahead?

Elie Ofek

Teaching Note for HBS No. 520-008.

Citation:
Ofek, Elie. "Autonomous Vehicles: Smooth or Bumpy Ride Ahead?" Harvard Business School Teaching Note 520-027, August 2019. View Details

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Case | HBS Case Collection | August 2019

Huawei and the U.S.-China Trade War

E. Ofek and John Masko

In 2019, Chinese smartphone maker and telecommunications empire Huawei was preparing to launch its new flagship smartphone series, the Mate 30. After years of explosive growth, the previous 18 months had been a challenge for the company. In early 2018, Huawei’s planned smartphone launch in the U.S. had failed due to pressure from regulators who cited concerns about the company facilitating Chinese spying. Over the following months, a trade war between the U.S. and China had broken out, with Huawei at its epicenter. By mid-2019, after months of U.S. pressure and restrictions, Huawei found its supply chain for computer parts and software under siege and several governments around the world threatened to ban its 5G network equipment from their countries. In this unpredictable climate, Huawei founder Ren Zhengfei and his management team had to figure out not only how to successfully launch Mate 30 phones in the upcoming fall, but how to ensure the company’s long term viability.

Keywords: Trade; Global Strategy; International Relations; National Security; Mobile Technology; Hardware; Volatility; Adaptation; Telecommunications Industry; China; United States; European Union;

Citation:
Ofek, E., and John Masko. "Huawei and the U.S.-China Trade War." Harvard Business School Case 520-017, August 2019. View Details

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When the Name Is the Game

Abstract

Citation:

About the Authors

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