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      • Faculty Publications  (53)

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      • March 2022
      • Case

      Emeritus: Achieving Impact, Providing Access (A)

      By: Ashish Nanda and Zack Kurtovich
      In June 2019, Emeritus cofounders Ashwin Damera (HBS MBA 2005) and Chaitanya (Chait) Kalipatnapu were thrilled with the growth of their start-up. Eruditus, formed in October 2010 to provide in-person executive education, had established itself in the market and was...  View Details
      Keywords: Technology; Education Technology; Professional Service Firm; Strategy; Entrepreneurship And Strategy; Entrepreneurship; Executive Education; Startup; Digital Brand; Marketing; Global Business; Global Firm; Business Startups; Growth and Development; Growth and Development Strategy
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      Nanda, Ashish, and Zack Kurtovich. "Emeritus: Achieving Impact, Providing Access (A)." Harvard Business School Case 722-429, March 2022.
      • 2022
      • Working Paper

      How Do Copayment Coupons Affect Branded Drug Prices and Quantities Purchased?

      By: Leemore S. Dafny, Kate Ho and Edward Kong
      Drug copayment coupons to reduce patient cost-sharing have become nearly ubiquitous for high-priced brand-name prescription drugs. Medicare bans such coupons on the grounds that they are kickbacks that induce utilization, but they are commonly used by...  View Details
      Keywords: Prescription Drugs; Coupons; Impact; Health Care and Treatment; Markets; Price; Spending; Pharmaceutical Industry; United States
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      Dafny, Leemore S., Kate Ho, and Edward Kong. "How Do Copayment Coupons Affect Branded Drug Prices and Quantities Purchased?" NBER Working Paper Series, No. 29735, February 2022.
      • December 2021 (Revised December 2021)
      • Case

      PhonePe: Democratizing Payments in India

      By: Michael Chu and Rachna Tahilyani
      The co-founders of PhonePe, India’s leading digital payment platform are considering pursuing various growth opportunities in a huge country just entering the digital age. In a highly competitive industry, the founders are keenly aware that making the right choices is...  View Details
      Keywords: Digital Platform; Digital Banking; Business Strategy; Growth and Development Strategy; Decision Choices and Conditions; Corporate Entrepreneurship; Financial Services Industry; Asia; India
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      Chu, Michael, and Rachna Tahilyani. "PhonePe: Democratizing Payments in India." Harvard Business School Case 322-053, December 2021. (Revised December 2021.)
      • February 2021 (Revised December 2021)
      • Case

      Sarah Breedlove: Changing the World

      By: Robert Simons and Max Saffer
      This case describes the rise of Sarah Breedlove, who later called herself Madam C.J. Walker, from the cotton fields of Louisiana to the head of a successful, nationwide beauty company providing opportunity and hair care products to Black women. The case describes how...  View Details
      Keywords: Brands; African-american Entrepreneurs; Entrepreneurship; Values and Beliefs; Personal Characteristics; Success; Work-Life Balance; Business Startups; Brands and Branding; Marketing; Personal Development and Career; Beauty and Cosmetics Industry; United States
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      Simons, Robert, and Max Saffer. "Sarah Breedlove: Changing the World." Harvard Business School Case 121-060, February 2021. (Revised December 2021.)
      • February 2021
      • Article

      How Transparency into Internal and External Responsibility Initiatives Influences Consumer Choice

      By: Ryan W. Buell and Basak Kalkanci
      Amid growing calls for transparency and social and environmental responsibility, companies are employing different strategies to improve consumer perceptions of their brands. Some pursue internal initiatives that reduce their negative social or environmental impacts...  View Details
      Keywords: Sustainable Operations; Corporate Social Responsibility; Operational Transparency; Corporate Social Responsibility and Impact; Operations; Environmental Sustainability; Consumer Behavior; Perception
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      Buell, Ryan W., and Basak Kalkanci. "How Transparency into Internal and External Responsibility Initiatives Influences Consumer Choice." Management Science 67, no. 2 (February 2021): 932–950.
      • December 2020
      • Case

      Château Margaux: Serving Up the Third Wine

      By: Elie Ofek
      In fall 2019, Corinne Mentzelopoulos, owner of the famous first-growth Château Margaux, is pondering a series of decisions with respect to the chateau's third wine. Margaux du Château Marguax, as this wine was called, was launched in 2013 with a particular goal in mind...  View Details
      Keywords: Brand Management; Pricing; Wine Industry; Marketing Strategy; Product Marketing; Performance Evaluation; Price; Distribution Channels; Growth and Development Strategy; France
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      Ofek, Elie. "Château Margaux: Serving Up the Third Wine." Harvard Business School Case 521-054, December 2020.
      • November 2020 (Revised February 2022)
      • Case

      CommonSpirit Health: Integrating a Merger of Equals

      By: Robert S. Huckman, Hise Gibson and Nicole Gilmore
      Soon after closing the 2019 merger of Catholic Health Initiatives (CHI) and Dignity Health to create CommonSpirit Health, Lloyd Dean and Kevin Lofton -– jointly appointed to the role of CEO – must make several operational and strategic decisions related to the...  View Details
      Keywords: Health Care Delivery; Hospital; Merger; Merger Integration; Hospital Mergers; Health Information Technology; CEOs; Health Care and Treatment; Mergers and Acquisitions; Integration; Leadership; Customer Value and Value Chain; Decision Choices and Conditions; Governance; Information Technology; Health Industry; United States
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      Huckman, Robert S., Hise Gibson, and Nicole Gilmore. "CommonSpirit Health: Integrating a Merger of Equals." Harvard Business School Case 621-034, November 2020. (Revised February 2022.)
      • May 2020 (Revised July 2020)
      • Teaching Note

      Brand Activism: Nike and Colin Kaepernick

      By: Jill Avery and Koen Pauwels
      Teaching Note for HBS Case No. 519-046. Nike’s selection of politically polarizing Colin Kaepernick as the spokesperson for the thirtieth anniversary of its iconic “Just Do It” campaign catapulted the brand into the media spotlight and made it a political flashpoint...  View Details
      Keywords: Marketing; Brands and Branding; Advertising; Advertising Campaigns; Marketing Strategy; Marketing Communications; Corporate Social Responsibility and Impact; Consumer Products Industry; Sports Industry; United States; North America
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      Avery, Jill, and Koen Pauwels. "Brand Activism: Nike and Colin Kaepernick." Harvard Business School Teaching Note 520-104, May 2020. (Revised July 2020.)
      • November 2019 (Revised February 2020)
      • Case

      Hormel Foods

      By: David E. Bell and Natalie Kindred
      In 2019, CEO Jim Snee is weighing how to shape the image of Hormel Foods, one of the largest U.S. meat and food companies, at a time when the industry faces unprecedented scrutiny. Based in the small town of Austin, Minnesota, the nearly 130-year-old firm is best known...  View Details
      Keywords: Brand Portfolio Strategy; Brands and Branding; Product; Strategy; Marketing Strategy; Risk Management; Agriculture and Agribusiness Industry; Food and Beverage Industry; Consumer Products Industry; United States; China
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      Bell, David E., and Natalie Kindred. "Hormel Foods." Harvard Business School Case 520-045, November 2019. (Revised February 2020.)
      • June 2019
      • Case

      Rachael Ray: Cooking Up a Brand

      By: Boris Groysberg, Robin Abrahams and Kerry Herman
      Rachael Ray built a remarkable career and brand, first as a cooking personality, and then as a lifestyle maven. This case explores her early career, decisions taken along the way, and the successes she achieved in publishing, television and as a spokesperson. As her...  View Details
      Keywords: Personal Development and Career; Decision Choices and Conditions; Brands and Branding; Entrepreneurship
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      Groysberg, Boris, Robin Abrahams, and Kerry Herman. "Rachael Ray: Cooking Up a Brand." Harvard Business School Case 419-022, June 2019.
      • March 2019
      • Case

      HOPI: Turkey's Shopping Companion

      By: Sunil Gupta, Donald Ngwe and Gamze Yucaoglu
      The case opens in 2017 as Onur Erbay, CEO of HOPI, a multi-vendor loyalty platform, is contemplating a critical decision. The case chronicles the origins of Boyner Group, the parent company of HOPI and a major retailer in Turkey, and development of retail and customer...  View Details
      Keywords: Loyalty Programs; Multi-vendor Platform; Retail; Big Data; Customer Relationship Management; Mobile and Wireless Technology; Business Model; Analytics and Data Science; Competitive Strategy; Decision Making; Applications and Software; Technology Industry; Retail Industry; Turkey
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      Gupta, Sunil, Donald Ngwe, and Gamze Yucaoglu. "HOPI: Turkey's Shopping Companion." Harvard Business School Case 519-057, March 2019.
      • December 2018 (Revised September 2019)
      • Case

      Brand Activism: Nike and Colin Kaepernick

      By: Jill Avery and Koen Pauwels
      Nike's selection of politically polarizing Colin Kaepernick as the spokesperson for the 30th anniversary of its iconic "Just Do It" campaign catapulted the brand into the media spotlight and made it a political flashpoint for consumers across America. Would the choice...  View Details
      Keywords: Digital Marketing; Entertainment; Politics; Activism; Brand Equity; Marketing; Marketing Strategy; Brands and Branding; Marketing Communications; Sports; Advertising; Social Media; Apparel and Accessories Industry; Sports Industry; Consumer Products Industry; United States; North America
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      Avery, Jill, and Koen Pauwels. "Brand Activism: Nike and Colin Kaepernick." Harvard Business School Case 519-046, December 2018. (Revised September 2019.)
      • September 2018
      • Case

      Hunley, Inc.: Casting for Growth

      By: John A. Quelch and James T. Kindley
      Hunley, Inc. manufactures rods for the niche sport of fly fishing. It specializes in freshwater rods that are perceived as "middle-market" products, targeted at "avid" fly fishers. In the face of declining revenue and a decreasing price per unit sold, the company's...  View Details
      Keywords: Growth and Development Strategy; Marketing Strategy; Decision Choices and Conditions; Sports; Marketing Channels; Distribution Channels
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      Quelch, John A., and James T. Kindley. "Hunley, Inc.: Casting for Growth." Harvard Business School Brief Case 919-501, September 2018.
      • August 2018
      • Case

      Garanti Payment Systems: Digital Transformation Strategy (A)

      By: Shelle M. Santana and Esel Çekin
      Işıl Akdemir Evlioğlu, executive vice president of marketing at Garanti Payment Systems (GPS), a subsidiary of Garanti Bank, is grappling with three questions. First, should GPS create its own mobile app for credit card customers or leverage the bank’s already...  View Details
      Keywords: Loyalty Program; Campaign Management; Campaign Enrollment; Branding; Customer Acquisition; Regulations; Regulatory Changes; Bank; Retail Banks; Banking; Credit Card; Payment Systems; Installment; Mobile App; Call Center; Data Analytics; Digital Technology; Banks and Banking; Business Subsidiaries; Mobile and Wireless Technology; Credit Cards; Brands and Branding; Governing Rules, Regulations, and Reforms; Decision Choices and Conditions; Digital Transformation; Financial Services Industry
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      Santana, Shelle M., and Esel Çekin. "Garanti Payment Systems: Digital Transformation Strategy (A)." Harvard Business School Case 519-014, August 2018.
      • August 2018
      • Supplement

      Garanti Payment Systems: Digital Transformation Strategy (B)

      By: Shelle M. Santana and Esel Çekin
      Supplements the (A) case. Işıl Akdemir Evlioğlu, executive vice president of marketing at Garanti Payment Systems (GPS), a subsidiary of Garanti Bank, is grappling with three questions. First, should GPS create its own mobile app for credit card customers or leverage...  View Details
      Keywords: Loyalty Programs; Campaign Management; Campaign Enrollment; Branding; Customer Acquisition; Regulations; Regulatory Changes; Bank; Retail Bank; Banking; Payment Systems; Installment; Mobile App; Call Center; Data Analytics; Digital; Technology; Banks and Banking; Business Subsidiaries; Mobile and Wireless Technology; Credit Cards; Brands and Branding; Governing Rules, Regulations, and Reforms; Decision Choices and Conditions; Digital Transformation
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      Santana, Shelle M., and Esel Çekin. "Garanti Payment Systems: Digital Transformation Strategy (B)." Harvard Business School Supplement 519-015, August 2018.
      • March 2018
      • Teaching Note

      Mavi: Fashioning a Path to Brand Growth

      By: Jill Avery and Gamze Yucaoglu
      Mavi, a leading Turkish apparel retailer, had sales of $419 million in 2015, up 20%. Growth rates like these were becoming routine at Mavi. But, its path to growth was getting more challenging, and Turkven, Mavi’s private equity partner, was planning its exit options...  View Details
      Keywords: Retailing; Fashion; Brand; Brand Management; Brand Extension; Brand Equity; Private Equity; Marketing; Marketing Strategy; Brands and Branding; Growth and Development Strategy; Decision Choices and Conditions; Retail Industry; Fashion Industry; Turkey; Europe
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      Avery, Jill, and Gamze Yucaoglu. "Mavi: Fashioning a Path to Brand Growth." Harvard Business School Teaching Note 518-094, March 2018.
      • May 2017 (Revised August 2021)
      • Case

      Mavi: Fashioning a Path to Brand Growth

      By: Jill Avery and Gamze Yucaoglu
      This case examines the strategic choices and business model with regards to branding at Mavi, a leading Turkish apparel retailer. The case is presented from the perspective of the company CEO and its global brand director who is also part owner. In 2015, Mavi had sales...  View Details
      Keywords: Brand Management; Brand Architecture; Brand Portfolio Strategy; Brand Positioning; International Expansion; Retailing; Fashion; Pricing; Fast Fashion; Emerging Economies; Brand Extension; Marketing; Marketing Strategy; Brands and Branding; Emerging Markets; Growth and Development Strategy; Expansion; Global Range; Decision Choices and Conditions; Fashion Industry; Retail Industry; Turkey; Europe; Asia
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      Avery, Jill, and Gamze Yucaoglu. "Mavi: Fashioning a Path to Brand Growth." Harvard Business School Case 517-075, May 2017. (Revised August 2021.)
      • April 2017
      • Case

      Imprimis (A)

      By: Ramon Casadesus-Masanell, Karen Elterman and Marc Appel
      This case examines the strategic choices and evolving business model of Imprimis Pharmaceuticals from the perspective of CEO Mark Baum. The (A) case provides a brief history of the company and of the compounding business, outlining the challenges faced by Imprimis in...  View Details
      Keywords: Strategy; Healthcare; Drug Compounding; Pharmaceuticals; Compounding; Drug Development; Decision-making; Mark Baum; Imprimis; Small Business; Decisions; Cost vs Benefits; Business Strategy; Business Model; Decision Choices and Conditions; Pharmaceutical Industry; United States
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      Casadesus-Masanell, Ramon, Karen Elterman, and Marc Appel. "Imprimis (A)." Harvard Business School Case 717-426, April 2017.
      • April 2017
      • Supplement

      Imprimis (D)

      By: Ramon Casadesus-Masanell, Karen Elterman and Marc Appel
      This case is a supplement to Imprimis (A, B, & C). It describes Imprimis’s 2015 decision to develop a $1 per pill compounded alternative to Daraprim, the branded drug that had recently undergone an extreme price hike, raising its price to $750 per pill. Imprimis also...  View Details
      Keywords: Decision Choices and Conditions; Growth and Development Strategy; Pharmaceutical Industry; United States
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      Casadesus-Masanell, Ramon, Karen Elterman, and Marc Appel. "Imprimis (D)." Harvard Business School Supplement 717-498, April 2017.
      • February 2017
      • Teaching Note

      Paez

      By: Jill Avery
      Paez, an Argentine start-up fashion brand, sold traditional alpargatas, a sleepy category that suddenly woke up when TOMS, a U.S. company, appropriated the traditional alpargata design, covered it with fashionable colors and prints, and tied it to a social cause....  View Details
      Keywords: Brand Management; Brand Positioning; Competitive Positioning; Competitive Strategy; Retailing; Go To Market Strategy; Marketing; Brands and Branding; Marketing Strategy; Retail Industry; Fashion Industry; Argentina; Latin America; South America; Europe
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      Avery, Jill. "Paez." Harvard Business School Teaching Note 517-092, February 2017.
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