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- May 2022 (Revised August 2022)
- Case
LOOP: Driving Change in Auto Insurance Pricing
By: Elie Ofek and Alicia Dadlani
John Henry and Carey Anne Nadeau, co-founders and co-CEOs of LOOP, an insurtech startup based in Austin, Texas, were on a mission to modernize the archaic $250 billion automobile insurance market. They sought to create equitably priced insurance by eliminating pricing...
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- February 2018 (Revised October 2019)
- Technical Note
The Art and Science of Brand Valuation
By: Jill Avery
Brand valuation, the art and science of calculating the economic value accruing to a firm from its use of an intangible brand asset, yields frustratingly inconsistent, discrepant, and, therefore, controversial results. While it is widely accepted that brands are...
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Keywords:
Brand Valuation;
Brand Value;
Brand;
Brand Management;
Marketing ROI;
Brand Equity;
Analytics;
Return On Investment;
Brands and Branding;
Valuation;
Marketing;
Marketing Strategy;
Investment Return;
Consumer Behavior;
Auto Industry;
Auto Industry;
Auto Industry;
Auto Industry;
Auto Industry;
Auto Industry;
Auto Industry;
Auto Industry
- February 2017
- Case
Aston Martin: A Second Century of Performance and Luxury
By: Vish V. Krishnan, Karim R. Lakhani and Amram Migdal
Following the March 2016 launch of DB11, Aston Martin Lagonda Ltd.’s first new sports car platform in over a decade, this case discusses the future strategy of the famed British luxury auto manufacturer. Since its founding in 1902, Aston Martin has been characterized...
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Keywords:
Luxury;
Auto Brand;
Luxury Auto;
Growth;
Innovation;
Business or Company Management;
Goals and Objectives;
Growth and Development Strategy;
Brands and Branding;
Product Marketing;
Product Launch;
Product Positioning;
Operations;
Product Design;
Product Development;
Production;
Innovation and Invention;
Transportation;
Innovation and Management;
Innovation Strategy;
Change;
Transformation;
Management;
Marketing;
Auto Industry;
Europe;
United Kingdom;
England
- September 2014
- Article
The Interrelationships Between Brand and Channel Choice
By: Scott Neslin, Kenshuk Jerath, Anand Bodapati, Eric T. Bradlow, John A. Deighton, Sonja Gensler, Leonard Lee, Elisa Montaguti, Rahul Telang, Raj Venkatesan, Peter C. Verhoef and Z. John Zhang
We propose a framework for the joint study of the consumer's decision of where to buy and what to buy. The framework is rooted in utility theory where the utility is for a particular channel/brand combination. The framework contains firm actions, the consumer search...
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- April 2013
- Case
Luca de Meo at Volkswagen Group
By: Linda A. Hill and Dana M. Teppert
Luca de Meo, chief marketing officer of Volkswagen Group, reflects on his time leading the marketing department at Volkswagen Passenger Cars brand. In particular, he thinks about the environmental sustainability initiative launched by marketing called "Think Blue" and...
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- 2013
- Chapter
Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story
By: Jill Avery
Throughout history, marketers have created gendered brands, creating their brands and the stories they crafted about them in their advertising to appeal either to men or to women. Gendered brands deliver value to consumers, and therefore, deliver value to marketers....
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- December 2012
- Article
Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending
By: Jill Avery
I study the Porsche Cayenne SUV launch to ethnographically analyze how men consuming a gendered brand respond to perceived brand gender contamination. Consumers' communal gender work in a Porsche brand community is analyzed to uncover brand gender contamination's...
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- October 2011 (Revised March 2015)
- Case
Dongfeng Passenger Vehicle Company: Marketing Challenges for the Underprivileged Latecomer
By: Willy Shih and Nancy Hua Dai
As Mr. Li Chunrong visited the new assembly line for the Dongfeng Passenger Vehicle Company in Wuhan, China, he contemplated the position his business unit found itself in: a latecomer. As a state-owned enterprise Dongfeng had entered into numerous joint ventures to...
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- May 2011 (Revised July 2011)
- Case
Fiat-Chrysler Alliance: Launching the Cinquecento in North America
By: Gary P. Pisano, Phillip Andrews and Alessandro Di Fiore
Fiat ended its 27-year absence in the North American automobile market when the first Cinquecento (500)—a very small, iconic Italian car that had strong sales in Europe—was delivered on March 10, 2011. The Italian automaker re-entered the market through an alliance...
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- February 2011 (Revised December 2012)
- Case
Porsche: The Cayenne Launch
By: John Deighton, Jill Avery and Jeffrey Fear
Can an online discussion forum supply insight into the evolution of brand meaning? In 2003 Porsche launched a sport utility vehicle, dividing Porsche purists from newcomers to the brand. Vocal members of online and offline Porsche communities ridiculed the Cayenne SUV...
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- February 2011
- Teaching Note
Porsche: The Cayenne Launch (TN)
By: John Deighton and Jill Avery
Teaching Note for 511-068.
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- February 2011 (Revised December 2012)
- Case
The Ford Fiesta
By: John Deighton and Leora Kornfeld
Executives at Ford wondered if social media could be the marketing solution for the launch of the youth-oriented 2010 Fiesta. But with social media came a ceding of control. Some at the company believed that if Ford was going to move beyond its conservative brand image...
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- October 2010 (Revised January 2011)
- Case
Toyota Recalls (A): Hitting the Skids
By: John A. Quelch, Carin-Isabel Knoop and Ryan Johnson
In the fall of 2009, Toyota Motor Corporation, once revered for its commitment to quality and reliability, faced a highly publicized series of recalls in the United States representing approximately a year's worth of sales in one of its most important markets. While...
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- May 2010
- Teaching Note
Re-THINK-ing THINK: The Electric Car Company (TN)
Teaching Note for [810105].
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- 2010
- Article
The Strategic Use of Brand Biographies
By: Jill Avery, Neeru Paharia, Anat Keinan and Juliet Schor
We introduce the concept of a brand biography to describe an emerging trend in branding in which firms author a dynamic, historical account of the events that have shaped the brand over time. Using a particular type of brand biography, "the underdog," we empirically...
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Keywords:
Marketing;
Brands;
Brand Management;
Brand Building;
Brand Positioning;
Competitive Positioning;
Marketing Strategy;
Brands and Branding;
Managerial Roles;
Strategy;
Product Positioning;
Consumer Behavior;
Biography;
Success;
Perception;
Markets;
Power and Influence;
Auto Industry;
Auto Industry;
Auto Industry;
Auto Industry;
Auto Industry;
Auto Industry
- July 2009
- Teaching Note
TH!NK: The Norwegian Electric Car Company (TN)
Teaching Note for [808070].
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- January 2006 (Revised December 2006)
- Case
Toyota Motor Corporation: Launching Prius
By: Forest L. Reinhardt, Dennis A. Yao and Masako Egawa
In 1995, Hiroshi Okuda, president of Toyota Motor Corp., considers whether to push for a more aggressive launch of the Toyota Prius--an automobile that incorporates Toyota's new and technically advanced hybrid power train. This launch decision allows discussion of the...
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- June 2005
- Case
CarMax
By: Rajiv Lal and David Kiron
Carmax is the largest multi-market used car dealer in the U.S., and has no format-to-format competitor in the $375 billion used car market. CarMax is trying to do what some analysts believed to be impossible: sell used cars profitably on a national scale, and at the...
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- October 2001 (Revised August 2005)
- Case
Zipcar
By: Myra M. Hart and Wendy Carter
Provides a detailed description of the processes and tasks associated with creating a new venture in an emerging industry (subscription car-sharing for urban dwellers). Chronicles the entrepreneur's concept development, industry analysis, market research, identity...
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- May 2000
- Supplement
Launching the BMW Z3 Roadster
By: Robert J. Dolan and Susan M. Fournier
Contains two BMW Z3 television commercials used at launch, a Jay Leno Tonight Show segment, a Bryant Gumbel Today Show segment, Central Park PR event coverage, and Go: An American Road Story (promotional video from BMW).
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