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- July 2022 (Revised February 2024)
- Teaching Note
The DivaCup: Navigating Distribution and Growth
By: Ayelet Israeli
Teaching Note for HBS Case No. 519-055. When the mother-daughter founders of DivaCup set out with a mission to disrupt the menstrual care industry with an innovative product form, they initially struggled to gain legitimacy and convince retailers to carry their unique... View Details
Keywords: Female; Female Ceo; Female Entrepreneur; Female Protagonist; Health & Wellness; Healthcare; Price Policies; Minimum Advertised Price; Differentiation; Positioning; Growth; Health; Health Care and Treatment; Price; Disruption; Distribution; Distribution Channels; Competitive Strategy; Competition; Growth Management; Mission and Purpose; Product Development; Product Marketing; Product Launch; Product Positioning; Advertising; Business Startups; Internet and the Web; Entrepreneurship; Social Entrepreneurship; Social Issues; Social Enterprise; Retail Industry; Medical Devices and Supplies Industry; Manufacturing Industry; Health Industry; Green Technology Industry; Education Industry; Distribution Industry; Consumer Products Industry; Canada; United States; United Kingdom
- January 2022
- Article
Pushed into a Crowd: Repositioning Costs, Resources, and Competition in the RTE Cereal Industry
By: Young Hou and Dennis Yao
This paper exploits a natural experiment involving self-regulation in the ready-to-eat (RTE) breakfast cereal industry to evaluate the performance impact of product repositioning. It then examines how a product's brand equity value declines with repositioning distance... View Details
Keywords: Positioning; Resources; Brand Equity; Competitive Dynamics; Non-market Strategy; Regulation; Repositioning; Product Positioning; Performance Evaluation; Brands and Branding; Competitive Strategy; Consumer Products Industry
Hou, Young, and Dennis Yao. "Pushed into a Crowd: Repositioning Costs, Resources, and Competition in the RTE Cereal Industry." Strategic Management Journal 43, no. 1 (January 2022): 3–29.
- July 2020 (Revised January 2021)
- Case
Pattern Brands
By: Sunil Gupta, Elie Ofek and Julia Kelley
In March 2020, direct-to-consumer (DTC) company Pattern Brands needed to decide how to allocate resources across its different brands. Pattern Co-Founders Nick Ling and Emmett Shine hoped to avoid the pitfalls faced by some DTC companies—such as inability to scale and... View Details
Keywords: Direct-to-consumer; Brands and Branding; Marketing Channels; Marketing Strategy; Product Marketing; Product Launch; Product Positioning; Business Model; Business Startups; Growth and Development Strategy; Demand and Consumers; Business Strategy; Diversification; Competitive Advantage; Consumer Products Industry; Retail Industry; North and Central America; United States; New York (city, NY); New York (state, US)
Gupta, Sunil, Elie Ofek, and Julia Kelley. "Pattern Brands." Harvard Business School Case 521-009, July 2020. (Revised January 2021.)
- July 2019
- Case
LaCroix Sparkling Water (Abridged)
By: Tomomichi Amano, Das Narayandas and Kerry Herman
Launched in 1981 as an “all occasion” sparkling water brand, LaCroix Sparkling Water has had a number of ups and downs as a brand. After being purchased by National Beverage in 1996, the brand was repositioned as a new, colorful, fun alternative to the other sparkling... View Details
Keywords: Brands and Branding; Organizational Change and Adaptation; Industry Structures; Food and Beverage Industry
Amano, Tomomichi, Das Narayandas, and Kerry Herman. "LaCroix Sparkling Water (Abridged)." Harvard Business School Case 520-015, July 2019.
- March 2019 (Revised April 2021)
- Case
The DivaCup: Navigating Distribution and Growth
By: Ayelet Israeli
When the mother-daughter founders of DivaCup set out with a mission to disrupt the menstrual care industry with an innovative product form, they initially struggled to gain legitimacy and convince retailers to carry their unique product. Fifteen years later, the... View Details
Keywords: Female; Female Ceo; Female Entrepreneur; Female Protagonist; Health & Wellness; Healthcare; Price Policies; Minimum Advertised Price; Differentiation; Positioning; Growth; Health; Health Care and Treatment; Price; Disruption; Distribution; Distribution Channels; Competitive Strategy; Competition; Growth Management; Mission and Purpose; Product Development; Product Marketing; Product Launch; Product Positioning; Advertising; Business Startups; Internet and the Web; Entrepreneurship; Social Entrepreneurship; Social Issues; Social Enterprise; Retail Industry; Medical Devices and Supplies Industry; Manufacturing Industry; Health Industry; Green Technology Industry; Education Industry; Distribution Industry; Consumer Products Industry; Canada; United States; United Kingdom
Israeli, Ayelet. "The DivaCup: Navigating Distribution and Growth." Harvard Business School Case 519-055, March 2019. (Revised April 2021.)
- October 2018 (Revised October 2018)
- Teaching Note
La-Z-Boy (A)
By: Joseph B. Fuller and Julia Kelley
Kurt Darrow, CEO of La-Z-Boy furniture, must decide whether to continue an overhaul of the company's strategy in the face of a collapse in demand during the great recession. Having pared back La-Z-Boy's portfolio of brands and manufacturing network, he intends to... View Details
Keywords: Retail; Manufacturing; Organizational Transformations; Reorganization; Furniture Industry; Corporate Strategy; Home Fashion; Turnaround; Portfolio Rationalization; Globalization Of Supply Chain; Brand Repositioning; Business Growth and Maturation; Brands and Branding; Competitive Strategy; Vertical Integration; Transformation; Retail Industry; Manufacturing Industry; Consumer Products Industry; United States
- January 2017
- Teaching Note
The Park Hotels: Revitalizing an Iconic Indian Brand
By: Jill Avery and Chekitan S. Dev
Priya Paul, chairwoman of The Park Hotels, an award-winning portfolio of thirteen boutique hotels scattered across India, was in the midst of a brand revitalization program. Landor Associates, a leading brand consultancy, had identified three areas of concern: the... View Details
- October 2016
- Case
La-Z-Boy (A)
By: Joseph B. Fuller and Natalie Kindred
Kurt Darrow, CEO of La-Z-Boy furniture, must decide whether to continue an overhaul of the company's strategy in the face of a collapse in demand during the great recession. Having pared back La-Z-Boy's portfolio of brands and manufacturing network, he intends to... View Details
Keywords: Retail; Manufacturing; Organizational Transformations; Reorganization; Furniture Industry; Corporate Strategy; Home Fashion; Turnaround; Portfolio Rationalization; Globalization Of Supply Chain; Brand Repositioning; Business Growth and Maturation; Brands and Branding; Competitive Strategy; Vertical Integration; Retail Industry; Manufacturing Industry; Consumer Products Industry; United States
Fuller, Joseph B., and Natalie Kindred. "La-Z-Boy (A)." Harvard Business School Case 317-034, October 2016.
- December 2014
- Article
Second Thoughts About a Strategy Shift
By: Elie Ofek and Jill Avery
A retail guru attempts to reposition an established brand and introduce an entirely new pricing scheme. Early financial results from the strategic shift are not favorable. Based on the experience of U.S. retailer J.C. Penney, the piece raises fundamental questions... View Details
Keywords: Brand Management; Pricing Strategy; Retailing; Leadership; Price; Product Marketing; Brands and Branding; Retail Industry
Ofek, Elie, and Jill Avery. "Second Thoughts About a Strategy Shift." Harvard Business Review 92, no. 12 (December 2014): 125–127.
- 2014
- Other Teaching and Training Material
Marketing Reading: Brand Positioning
By: Jill Avery and Sunil Gupta
This Reading addresses the principles of brand positioning and demonstrates how companies can strategically craft powerful, resonant, and unique brand positions to help products stand out amidst the cacophony of the marketplace. Strategic brand positioning provides... View Details
Keywords: Brand Positioning; Branding; Consumer Research; Defensive Strategies; Market Positioning; Marketing; Product Differentiation; Product Positioning; Strategic Positioning; Value Proposition; Customer Relationship Management; Organizational Structure; Customer Satisfaction; Brands and Branding
Avery, Jill, and Sunil Gupta. "Marketing Reading: Brand Positioning." Core Curriculum Readings Series. Boston: Harvard Business School Publishing 8197, 2014.
- March 2014
- Case
Jurlique: Globalizing Beauty from Nature and Science
By: Geoffrey Jones and Andrew Spadafora
Considers the marketing and strategic challenges faced by natural beauty brands using the case of Australian-based Jurlique, which was acquired by Pola of Japan in 2011. The case opens two years later in July 2013 when Sam McKay, the chief executive officer, on a visit... View Details
Keywords: Australia; China; Environmental Strategies; Green Business; Marketing; Entrepreneurship; Globalization; Beauty and Cosmetics Industry; China; Australia; United States
Jones, Geoffrey, and Andrew Spadafora. "Jurlique: Globalizing Beauty from Nature and Science." Harvard Business School Case 314-087, March 2014.
- October 2013 (Revised January 2016)
- Case
J.C. Penney's 'Fair and Square' Strategy (Abridged)
By: Elie Ofek and Jill Avery
As he gets ready to release 2nd quarter 2012 results, Ron Johnson, the new CEO of department store J.C. Penney, is reconsidering the dramatic changes he initiated for the business model and brand image of his company. A new pricing scheme he put in place in February,... View Details
Keywords: Business Model; Change Management; Marketing Strategy; Price; Consumer Behavior; Decision Making; Management Teams; Brands and Branding; Retail Industry; United States
Ofek, Elie, and Jill Avery. "J.C. Penney's 'Fair and Square' Strategy (Abridged)." Harvard Business School Case 514-063, October 2013. (Revised January 2016.)
- September 2012 (Revised January 2013)
- Case
J.C. Penney's 'Fair and Square' Pricing Strategy
By: Elie Ofek and Jill Avery
As a he gets ready to release 2nd quarter 2012 results, Ron Johnson, the new CEO of department store J.C. Penney, is reconsidering the dramatic changes he initiated for the business model and brand image of his company. A new pricing scheme he put in place in February,... View Details
Keywords: Change Management; Consumer Behavior; Management Teams; Business Model; Marketing Strategy; Price; Brands and Branding; Decision Making; Retail Industry; United States
Ofek, Elie, and Jill Avery. "J.C. Penney's 'Fair and Square' Pricing Strategy." Harvard Business School Case 513-036, September 2012. (Revised January 2013.)
- April 2012 (Revised May 2012)
- Case
EILEEN FISHER: Repositioning the Brand
By: Anat Keinan, Jill Avery, Fiona Wilson and Michael Norton
Well-established fashion brand Eileen Fisher has traditionally appealed to older women. However, to drive growth, Eileen Fisher's management team wants to target a younger demographic and has revamped its Fall product line to offer more fashionable styles to appeal to... View Details
Keywords: Marketing; Brand Management; Brand Positioning; Market Segmentation And Target Market Selection; Retailing; Fashion; Corporate Social Responsibility; Brands and Branding; Product Positioning; Segmentation; Social and Collaborative Networks; Growth and Development Strategy; Social Media; Retail Industry; Fashion Industry
Keinan, Anat, Jill Avery, Fiona Wilson, and Michael Norton. "EILEEN FISHER: Repositioning the Brand." Harvard Business School Case 512-085, April 2012. (Revised May 2012.)
- August 2008 (Revised July 2009)
- Case
Repositioning CARE USA
By: V. Kasturi Rangan and Katharine Lee
CARE USA, a large ($600 million) international nonprofit/NGO, had recently revamped its external branding and positioning in support of its international development work. The case lays out the challenges facing its new CEO, Helene Gayle, as she manages through the... View Details
Keywords: Change Management; Management; Brands and Branding; Marketing Strategy; Product Positioning; Organizational Change and Adaptation; Non-Governmental Organizations; Adaptation; United States
Rangan, V. Kasturi, and Katharine Lee. "Repositioning CARE USA." Harvard Business School Case 509-005, August 2008. (Revised July 2009.)
- August 2006 (Revised February 2009)
- Case
Tanishq: Positioning to Capture the Indian Woman's Heart
By: Das Narayandas and Kerry Herman
The firm has to choose between an established brand, Tanishq, and a new skunkworks brand, GoldPlus, to go after the Indian plain gold jewelry market: Tanishq, initially targeted at a western customer, has undergone strategic retooling and has currently been... View Details
Keywords: Customers; Brands and Branding; Product Positioning; Segmentation; Apparel and Accessories Industry; India
Narayandas, Das, and Kerry Herman. "Tanishq: Positioning to Capture the Indian Woman's Heart." Harvard Business School Case 507-025, August 2006. (Revised February 2009.)