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• Case | HBS Case Collection | August 2019

  BlueVine Capital: Growth Factors

  Marco Di Maggio and Nathaniel Schwalb

  The start-up BlueVine Capital Inc. (BlueVine) used data and technology to help finance small businesses via factoring and lines of credit. The case explains the small business financing market in mid-2010s, how CEO Eyal Lifshitz identified the opportunity for BlueVine, and how he built the company through its first five years of operations. Through the case, Lifshitz and his team discover insights about their small business customers that inspire them to change their product portfolio. In December 2018, Lifshitz must decide which new products to launch next.

  Keywords: Business Startups; Small Business; Financing and Loans; Innovation Leadership; Financial Services Industry; Technology Industry;

  Citation:

  Di Maggio, Marco, and Nathaniel Schwalb. "BlueVine Capital: Growth Factors." Harvard Business School Case 220-006, August 2019.  View Details

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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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• Technical Note | HBS Case Collection | October 2018 (Revised July 2019)

  The Brand Management of Places

  E. Ofek and Nathaniel Schwalb

  The brand management of places, such as countries, cities and regions, has received increasing attention in recent years. The associations, impressions and reputations that people have of a certain place can have a big impact in a number of areas – from tourism, to exports, to drawing talent, to securing foreign investment, to public diplomacy, and to political leadership. Consequently, a number of stakeholders may attempt to influence the perceptions that people have about a place in a way that is conducive to their goals. This background note lays the ground for instructors to expose students to the concept of a place brand, allow examining the ways in which it may be influenced, and examine the motivations of the various actors. The note provides ample examples of countries and cities that have actively tried to shape their brand identity and further exposes students to recent trends and vehicles (such as social media) relevant for the branding of places. The note raises a set of issues on this topic that can serve as the basis for a rich classroom discussion.

  Keywords: Place Brand; Destination Brand; Nation Brand; Public Diplomacy; Brands and Branding; Management; Perception; Public Opinion;

  Citation:

  Ofek, E., and Nathaniel Schwalb. "The Brand Management of Places." Harvard Business School Technical Note 519-007, October 2018. (Revised July 2019.)  View Details

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