More from the Author

• Other Unpublished Work | 2018

  The Upsides of Bingeing: How Consumption Rate Affects Perceptions of Consumers, Brands, and Experiences

  Anne Wilson and Anat Keinan

  Citation:

  Wilson, Anne, and Anat Keinan. "The Upsides of Bingeing: How Consumption Rate Affects Perceptions of Consumers, Brands, and Experiences." November 2018.  View Details

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• Module Note | November 2008 (Revised September 2018)

  Understanding Brands

  Anat Keinan and Jill Avery

  For many firms, the brands associated with their products and/or services are their most valuable assets, and, hence, much management attention is given to designing, communicating, nurturing, and protecting them. This note is designed to provide an understanding of brand management strategies firms use to build, sustain, and leverage their brands.

  Keywords: Brands and Branding; Management; Marketing Strategy; Value;

  Citation:

  Keinan, Anat, and Jill Avery. "Understanding Brands." Harvard Business School Module Note 509-041, November 2008. (Revised September 2018.)  View Details

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• Case | HBS Case Collection | October 2017 (Revised March 2018)

  RB

  Joshua Margolis, Vincent Dessain and Jerome Lenhardt

  "As 2016 was approaching its end, Rakesh Kapoor, CEO of RB, one of the world’s major fast moving consumer goods (FMCG) companies, envisioned the prospect of a major acquisition that would add a line of health-related products that promised growth in the developing markets of Asia. The acquisition would also move RB closer in size to its better-known rivals, such as Unilever or P&G. RB, formerly Reckitt Benckiser, produced health, hygiene and home products and its strategy revolved around 19 top-selling global brands known as Powerbrands, such as antiseptic Dettol or sore throat medicine Strepsils, cold remedy Mucinex. In 2016, the company recorded sales of $13.4 billion and a market capitalization of $62 billion. Kapoor wondered whether the moment was ripe for a major acquisition or if the organization needed more time to adapt to its new health and hygiene oriented strategy and some key organizational changes. Could Kapoor keep what made RB so unique among its FMCG peers intact through this transformation, and would an acquisition advance or jeopardize what distinguished RB?"

  Keywords: Organization Behavior; corporate culture; Mergers ＆ Acquisitions; Growth; geographic development; Mergers and Acquisitions; Organizational Change and Adaptation; Organizational Culture; Growth and Development Strategy; France;

  Citation:

  Margolis, Joshua, Vincent Dessain, and Jerome Lenhardt. "RB." Harvard Business School Case 418-033, October 2017. (Revised March 2018.)  View Details

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