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Publications

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    • All HBS Web  (1,685)
      • Faculty Publications  (69)

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      Unilever Names New CEO as Big Brands Regroup, Tackling Consumer Shift
      How to Brand a Next-Generation Product
      When Apple launched its latest iPad, experts and nonexperts alike expected it to be dubbed "iPad 3," a natural follow-on to the...
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      • September 2020
      • Case

      Hot Wheels: Launching The Mixed Play Experience

      By: Elie Ofek, Andres Terech and Nicole Tempest Keller
      Chris Down, Global Brand General Manager for Hot Wheels, and his team from the Advanced Play Group within Mattel, Inc., had developed an entirely new “mixed play” product experience that blended familiar Hot Wheels play in the physical world with breakthrough play in...  View Details
      Keywords: Toys; Go-to-market Strategy; Product Development; Technological Innovation; Product Launch; Product Positioning; Decision Making; Marketing; Strategy; Los Angeles
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      Ofek, Elie, Andres Terech, and Nicole Tempest Keller. "Hot Wheels: Launching The Mixed Play Experience." Harvard Business School Case 521-017, September 2020.
      • 2020
      • Working Paper

      How to Build Enduring Brands in the Digital Age

      By: David J. Collis and William Collis
      What makes a brand last? It’s a deceptively simple question, but its answer separates sustainable success from eventual obscurity. Almost every company devotes significant resources to defining their brand. But few ask the more important question: how to...  View Details
      Keywords: brands And branding; Adaptation; Strategy
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      Collis, David J., and William Collis. "How to Build Enduring Brands in the Digital Age." Harvard Business School Working Paper, No. 21-013, July 2020.
      • June 2020
      • Teaching Note

      Understanding the Brand Equity of Nestlé Crunch Bar

      By: Jill Avery and Gerald Zaltman
      Teaching Note for HBS Case Nos. 519-061 and 519-062. In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of twenty of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Under the...  View Details
      Keywords: Brand Management; Brand Storytelling; Brand Equity; Market Research; Qualitative Methods; Marketing; brands And branding; Marketing Communications; Consumer Behavior; Marketing Strategy; Food And Beverage Industry
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      Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar." Harvard Business School Teaching Note 520-124, June 2020.
      • March 2020
      • Article

      The Role of Numbers in the Customer Journey

      By: Shelle Santana, Manoj Thomas and Vicki Morwitz
      At each stage in customers’ journeys, they encounter different types of numeric information that they process using different judgment strategies. Relevant numbers might include budgets, price, product attributes, product counts, product ratings, numbers in brand...  View Details
      Keywords: Numbers; Heuristics; Numerical Cognition; Pricing; Customer Journey; Information; Consumer Behavior
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      Santana, Shelle, Manoj Thomas, and Vicki Morwitz. "The Role of Numbers in the Customer Journey." Journal of Retailing 96, no. 1 (March 2020): 138–154.
      • 2020
      • Working Paper

      From Sweetheart to Scapegoat: Brand Selfie-Taking Shapes Consumer Behavior

      By: Reto Hofstetter, Gabriela Kunath and Leslie K. John
      Increasingly, consumers are taking self-photos and marketers, eager to capitalize on this trend, have been asking consumers to take self-photos with brands (i.e., brand selfies). We suggest that consumer compliance with such requests sparks a self-inferential process...  View Details
      Keywords: Brand Selfie; Photo-taking; Self-perception; Self-inferences; Self-brand Connection; brands And branding; Consumer Behavior; Perception
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      Hofstetter, Reto, Gabriela Kunath, and Leslie K. John. "From Sweetheart to Scapegoat: Brand Selfie-Taking Shapes Consumer Behavior." Harvard Business School Working Paper, No. 20-085, February 2020.
      • September 2019 (Revised June 2020)
      • Case

      2U: Higher Education Rewired

      By: Yael Grushka-Cockayne and Karim R. Lakhani
      In its 2019 Partner Symposium, 2U, an online program management provider (OPM), showcased its new vision: “Career. Curriculum. Continuum. A construct for lifelong learning in the 21st century.” 2U, founded in 2008 and went public in 2014, was looking to expand beyond...  View Details
      Keywords: Digital Innovation; Digital Transformation; Architectural Innovation; Make V. Buy; Learning; Higher Education; Online Technology; Innovation Strategy; Transformation
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      Grushka-Cockayne, Yael, and Karim R. Lakhani. "2U: Higher Education Rewired." Harvard Business School Case 620-044, September 2019. (Revised June 2020.)
      • January 2019
      • Case

      Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case

      By: Jill Avery and Gerald Zaltman
      In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Under the terms of the Nestlé acquisition, each of the purchased...  View Details
      Keywords: Brand Equity; Brands And Branding; Marketing; Marketing Strategy; Market Research; Consumer Behavior; Qualitative Research; Marketing Communication; Customer Satisfaction; brands And branding; Consumer Behavior; Marketing Communications; Marketing Strategy; Food And Beverage Industry; United States; North America; Italy
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      Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case." Harvard Business School Case 519-061, January 2019.
      • January 2019 (Revised February 2020)
      • Case

      World Wrestling Entertainment, Inc.

      By: Anita Elberse and Melissa Rodman
      World Wrestling Entertainment, Inc. (WWE) develops and presents scripted hero-versus-villain storylines featuring its wrestlers at hundreds of live events—on several weekly television shows, on its own over-the-top streaming service, and on social media—to millions of...  View Details
      Keywords: Superstars; Talent; Talent Development; Labor Economics; General Management; Entertainment; Sports; Media; Talent And Talent Management; Contracts; Marketing; Strategy
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      Elberse, Anita, and Melissa Rodman. "World Wrestling Entertainment, Inc." Harvard Business School Case 519-058, January 2019. (Revised February 2020.)
      • January–February 2019
      • Article

      What Does Your Corporate Brand Stand For?

      By: Stephen A. Greyser and Mats Urde
      While most firms are adept at defining product brands, they’re less sure-footed with their corporate brands. What exactly does a parent company’s name represent, and how is it perceived in the marketplace?
      A strong corporate identity provides direction and...  View Details
      Keywords: Organizations; Identity; brands And branding; Reputation; Management Analysis, Tools, And Techniques; Corporate Strategy
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      Greyser, Stephen A., and Mats Urde. "What Does Your Corporate Brand Stand For?" Harvard Business Review 97, no. 1 (January–February 2019): 80–88.
      • January 2018
      • Case

      Château Margaux: Launching the Third Wine (Abridged)

      By: Elie Ofek
      Château Margaux, one of only five prestigious estates in the Bordeaux Medoc wine region to have been classified as a "first-growth", is facing a host of strategic decisions in early 2013. Up until this point the estate had been selling two red wines, a first wine whose...  View Details
      Keywords: Marketing Strategy; New Product Launch; Marketing Plan; Brand Management; Go To Market Strategy; Channels Of Distribution; Wine Industry; Marketing Strategy; Distribution Channels; Product Launch; brands And branding; Agriculture And Agribusiness Industry; Food And Beverage Industry; France
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      Ofek, Elie. "Château Margaux: Launching the Third Wine (Abridged)." Harvard Business School Case 518-070, January 2018.
      • Article

      Brand (In)fidelity: When Flirting with the Competition Strengthens Brand Relationships

      By: Irene Consiglio, Daniella Kupor, Francesca Gino and Michael I. Norton
      We document the existence and consequences of brand flirting: a short-lived experience in which a consumer engages with and/or indulges in the alluring qualities of a brand without committing to it. We propose that brand flirting is exciting and that when consumers...  View Details
      Keywords: Consumer Behavior; brands And branding; Emotions
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      Consiglio, Irene, Daniella Kupor, Francesca Gino, and Michael I. Norton. "Brand (In)fidelity: When Flirting with the Competition Strengthens Brand Relationships." Journal of Consumer Psychology 28, no. 1 (January 2018): 5–22.
      • February 2017 (Revised April 2018)
      • Case

      Kameda Seika: Cracking the U.S. Market

      By: Elie Ofek, Nobuo Sato and Akiko Kanno
      In spring 2016, Kameda’s CEO, Michiyasu Tanaka, is facing difficult questions from board members over the lackluster performance of the company’s U.S. subsidiary. Kameda was the leading player in the Japanese rice cracker market and was looking to expand overseas to...  View Details
      Keywords: Marketing Strategy; Growth And Development Strategy; Adaptation; Performance Improvement; Food And Beverage Industry; Manufacturing Industry; Japan; United States
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      Ofek, Elie, Nobuo Sato, and Akiko Kanno. "Kameda Seika: Cracking the U.S. Market." Harvard Business School Case 517-095, February 2017. (Revised April 2018.)
      • Article

      Does 'Liking' Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes

      By: Leslie K. John, Oliver Emrich, Sunil Gupta and Michael I. Norton
      Does “liking” a brand on Facebook cause a person to view it more favorably? Or is “liking” simply a symptom of being fond of a brand? We disentangle these possibilities and find evidence for the latter: brand attitudes and purchasing are predicted by consumers’...  View Details
      Keywords: Brands; Marketing Effectiveness; Brand Evaluation; Peer Influence; Social Media; brands And branding; Social And Collaborative Networks
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      John, Leslie K., Oliver Emrich, Sunil Gupta, and Michael I. Norton. "Does 'Liking' Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes." Journal of Marketing Research (JMR) 54, no. 1 (February 2017): 144–155.
      • October 2016 (Revised April 2018)
      • Case

      ASICS: Chasing a 2020 Vision

      By: Elie Ofek, Nobuo Sato and Akiko Kanno
      In early 2016, Motoi Oyama, president and CEO of ASICS, a major sports apparel and footwear manufacturer based in Japan, lays out his company’s growth plan for the upcoming 5 years. The new plan set ambitious goals in terms of revenue and profit increases. At the heart...  View Details
      Keywords: Brand Management; Sports Apparel; Digital Platforms; Competitive Positioning; Direct To Consumer Marketing; Retail Formats; Lifestyle Brands; Technology; Competition; brands And branding; Organizational Change And Adaptation; Market Platforms; Product Positioning; Marketing Channels; Sports; Retail Industry; Apparel And Accessories Industry; Sports Industry; Entertainment And Recreation Industry
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      Ofek, Elie, Nobuo Sato, and Akiko Kanno. "ASICS: Chasing a 2020 Vision." Harvard Business School Case 517-060, October 2016. (Revised April 2018.)
      • September 2016
      • Article

      Monitoring Global Supply Chains

      By: Jodi L. Short, Michael W. Toffel and Andrea R. Hugill
      Firms seeking to avoid reputational spillovers that can arise from dangerous, illegal, and unethical behavior at supply chain factories are increasingly relying on private social auditors to provide strategic information about suppliers' conduct. But little is known...  View Details
      Keywords: Monitoring; Transaction Cost Economics; Industry Self-regulation; Auditing; Codes Of Conduct; Supply Chains; Corporate Social Responsibility; Corporate Social Responsibility And Impact; Supply Chain; Globalization
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      Short, Jodi L., Michael W. Toffel, and Andrea R. Hugill. "Monitoring Global Supply Chains." Strategic Management Journal 37, no. 9 (September 2016): 1878–1897. (Video abstract (4 minutes). Working Knowledge article for practitioners.)
      • September 2015 (Revised March 2017)
      • Case

      Château Margaux (Abridged)

      By: Elie Ofek, Eric E. Vogt and Robert J. Dolan
      Château Margaux, one of only five prestigious estates in the Bordeaux Medoc wine region to have been classified as a "first-growth", is facing a host of strategic decisions in early 2013. Up until this point the estate had been selling two red wines, a first wine whose...  View Details
      Keywords: New Product Launch; Marketing Plan; Brand Management; Go To Market Strategy; Channels Of Distribution; Wine Industry; Marketing Strategy; Distribution Channels; Product Launch; Brands And Branding; Marketing; brands And branding; Marketing Strategy; Distribution Channels; Product Launch; Agriculture And Agribusiness Industry; Food And Beverage Industry; France
      Citation
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      Ofek, Elie, Eric E. Vogt, and Robert J. Dolan. "Château Margaux (Abridged)." Harvard Business School Case 516-034, September 2015. (Revised March 2017.)
      • 2015
      • Article

      The Nobel Prize: The Identity of a Corporate Heritage Brand

      By: Mats Urde and Stephen A. Greyser
      Purpose—The purpose of this study is to understand the identity of the Nobel Prize as a corporate heritage brand and its management challenges.
      Design/methodology/approach—An in-depth case study analysed within a heritage brand model and a corporate...  View Details
      Keywords: Nobel Prize; Brand Stewardship; Corporate Brand Identity; Corporate Heritage Brand; Heritage Brand Identity Process; Networked Brand; Organizations; brands And branding
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      Urde, Mats, and Stephen A. Greyser. "The Nobel Prize: The Identity of a Corporate Heritage Brand." Journal of Product & Brand Management 24, no. 4 (2015): 318–332.
      • March 2015 (Revised December 2016)
      • Case

      American Well: The DTC Decision

      By: Elie Ofek and Natalie Kindred
      In late 2013, telehealth company American Well, which developed a digital platform that allowed patients to conduct online medical consultations with physicians, is considering pursuing a direct-to-consumer (DTC) strategy. Founded in 2006, American Well had, to date,...  View Details
      Keywords: Health Care; Telehealth; Telemedicine; American Well; Schoenberg; Boston; Israel; Technology; Online Care; Direct-to-consumer; Dtc; Health Insurance; Affordable Care Act; Health Care Reform; Accountable Care Organizations; Strategy; Technology Adoption; Technology Change; Innovation & Entrepreneurship; Marketing; Digital Marketing; Strategy; Competition; Technology; Marketing; Technological Innovation; Technology Adoption; Entrepreneurship; Marketing Strategy; Health Industry; Technology Industry; Boston; Massachusetts; United States; Israel
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      Ofek, Elie, and Natalie Kindred. "American Well: The DTC Decision." Harvard Business School Case 515-032, March 2015. (Revised December 2016.)
      • 2014
      • Working Paper

      The Nobel Prize: A 'Heritage-based' Brand-oriented Network

      By: Mats Urde and Stephen A. Greyser
      Purpose — Understanding the Nobel Prize as a 'true' heritage brand in a networked situation and its management challenges, especially regarding identity and reputation.

      Methodology — The Nobel Prize serves as an in-depth case study and is analysed within an...  View Details
      Keywords: Nobel Prize; Heritage Brand; Brand Network; Networked Brand; Brand Within A Network; Brand Orientation; Brand Stewardship; Corporate Brand Identity; Reputation; Networks; Organizations; Philanthropy And Charitable Giving; brands And branding
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      Urde, Mats, and Stephen A. Greyser. "The Nobel Prize: A 'Heritage-based' Brand-oriented Network." Harvard Business School Working Paper, No. 15-010, August 2014.
      • September 2013
      • Article

      Testimonials Do Not Convert Patients from Brand to Generic Medication

      By: John Beshears, James J. Choi, David Laibson, Brigitte C. Madrian and Gwendolyn Reynolds

      Objectives: To assess whether the addition of a peer testimonial to an informational mailing increases conversion rates from brand name prescription medications to lower-cost therapeutic equivalents, and whether the testimonial's efficacy increases when...  View Details

      Keywords: Testimonial; Peer Information; Social Proximity; Communication; Generic Medication; Familiarity; Marketing Communications; Decision Choices And Conditions; Identity; Health Care And Treatment; Marketing Reference Programs; Power And Influence; brands And branding; Health Industry
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      Beshears, John, James J. Choi, David Laibson, Brigitte C. Madrian, and Gwendolyn Reynolds. "Testimonials Do Not Convert Patients from Brand to Generic Medication." American Journal of Managed Care 19, no. 9 (September 2013): e314–e316.
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      Unilever Names New CEO as Big Brands Regroup, Tackling Consumer Shift
      How to Brand a Next-Generation Product
      When Apple launched its latest iPad, experts and nonexperts alike expected it to be dubbed "iPad 3," a natural follow-on to the...
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