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- September–October 2022
- Article
Should Your Company Sell on Amazon?: Reach Comes at a Price
By: Ayelet Israeli, Leonard A. Schlesinger, Matt Higgins and Sabir Semerkant
Selling on Amazon allows brands to reach millions of consumers—but that exposure comes with costs. They include smaller margins, more competition, the risk of commoditization, and less knowledge about customers.
In this article, the authors present a scorecard to...
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Keywords:
Retail;
Retailing;
Online Business;
Ecommerce;
E-commerce;
E-Commerce Strategy;
Omnichannel Retail;
Omnichannel Retailing;
Amazon;
Amazon.com;
Sales;
Digital Marketing;
Internet and the Web;
Business Model;
Retail Industry;
Consumer Products Industry;
Fashion Industry;
Advertising Industry;
Battery Industry;
Apparel and Accessories Industry;
Beauty and Cosmetics Industry;
Distribution Industry;
Electronics Industry;
Food and Beverage Industry;
United States
- August 2022
- Background Note
Retail Media Networks
By: Eva Ascarza, Ayelet Israeli and Celine Chammas
In 2022, retail media was one of the fastest growing segments in digital advertising. A retail media network (RMN) allows a retailer to use its assets for advertising. Retailers set up an advertising business by allowing marketers to buy advertising space across their...
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Keywords:
Advertisers;
Advertising Media;
Media And Broadcasting Industry;
Retail;
Retail Analytics;
Retail Promotion;
Retailing;
Ecommerce;
E-Commerce Strategy;
E-commerce;
Marketing Communication;
Targeting;
Targeted Advertising;
Targeted Marketing;
Advertising;
Marketing;
Marketing Communications;
Marketing Strategy;
Brands and Branding;
Media;
Marketing Channels;
Retail Industry;
Consumer Products Industry;
Advertising Industry;
United States
- June 2022
- Case
Larry Miller
Under the leadership of Larry Miller, chairman and former president of Nike’s Air Jordan brand, annual revenues for the Jordan brand soared from $150 million to over $4 billion. But for over 40 years, Miller guarded a secret. When he was 16 years old and part of a West...
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- April 2022
- Teaching Note
Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand
By: Jill Avery
A sixteenth century Renaissance masterpiece, missing for 137 years, believed by many to have been destroyed, and then rediscovered less than a decade ago, becomes the most expensive painting ever sold, all the while surrounded by controversy. Did the buyer of Leonardo...
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- March 2022 (Revised July 2022)
- Teaching Note
Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences
By: Jill Avery
Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales...
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Keywords:
Brand Management;
Virtual Reality;
Augmented Reality;
B2B;
E-commerce;
Technology Platform;
Marketing;
Marketing Communications;
Marketing Strategy;
Brands and Branding;
Digital Marketing;
Internet and the Web;
Growth Management;
Customer Relationship Management;
Customer Value and Value Chain;
Social Media;
Applications and Software;
Digital Platforms;
Advertising Industry;
United States
- February 2022
- Case
Paul Polman
By: Elizabeth A. Keenan, Youngme Moon and Susie Ma
Over his 40-year career, Paul Polman had led some of the world’s largest consumer goods companies, making his biggest mark as CEO of Unilever—a multi-national corporation that produced everything from soap to soup. Polman was also well-regarded as a leader in corporate...
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- January 2022
- Case
Bee-ing Better at Bombas
By: Elizabeth A. Keenan, Youngme Moon and John Masko
David Heath and Randy Goldberg founded Bombas in 2013 to serve two missions: to deliver the “best socks in the history of feet,” and to donate socks (the most requested item in homeless shelters) to Americans experiencing homelessness. Eight years later, Bombas had...
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Keywords:
Social Entrepreneurship;
Values and Beliefs;
Brands and Branding;
Marketing Strategy;
Digital Marketing;
Distribution;
Corporate Social Responsibility and Impact;
Mission and Purpose;
Quality;
Business and Stakeholder Relations;
Human Needs;
Poverty;
Growth and Development Strategy;
Apparel and Accessories Industry;
New York (city, NY)
- 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...
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- Article
How Direct-to-Consumer Brands Can Continue to Grow
By: V. Kasturi Rangan, Daniel Corsten, Matt Higgins and Leonard A. Schlesinger
Direct-to-consumer (DTC) brands such as Allbirds, Casper, Peloton, and Warby Parker have creatively found a weakness in the marketing citadel of incumbent brands. By using data gleaned from daily interactions with customers, these brands have been able to adapt how...
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- October 2021 (Revised September 2022)
- Case
GoPro: Becoming a Subscription Hero
By: Elie Ofek, Marco Bertini and Nicole Tempest Keller
In 2021, Nick Woodman, founder and CEO of GoPro, was reviewing the company’s subscription offering, considering whether to extend it beyond benefits that were directly related to the company’s iconic camera. Founded in 2002, GoPro had gained renown for its innovative...
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- August 2021
- Technical Note
Brand You: Crafting Your Personal Brand
By: Jill Avery and Rachel Greenwald
Selling oneself is something that we have to do every day in both professional and personal settings. We face it when we apply for a job, advocate for a promotion or a raise, vie for a leadership position, attempt to land a new client, write a dating profile, or meet a...
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- August 2021 (Revised June 2022)
- Technical Note
Crossing Borders and Cultures: Global Branding
By: Jill Avery and Michael Moynihan
Many of the world's most valuable brands are global in scope. They benefit from shared meanings, systems, and stories across markets, and much of their allure for consumers lies in their "global-ness." Creating value from global brands requires successfully managing...
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- August 2021 (Revised March 2022)
- Case
Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences
By: Jill Avery and Rayan Nahas
Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales...
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Keywords:
Brand Management;
Virtual Reality;
Augmented Reality;
B2B;
Technology Platform;
Marketing;
Marketing Communications;
Marketing Strategy;
Brands and Branding;
Digital Marketing;
Internet and the Web;
Growth Management;
Customer Relationship Management;
Customer Value and Value Chain;
Social Media;
E-commerce;
Applications and Software;
Digital Platforms;
Advertising Industry;
United States
- July 2021 (Revised February 2022)
- Case
Mary Kay Inc.: Enriching Women's Lives while Embracing Change
By: Elie Ofek, K. Shelette Stewart and Julia Kelley
In December 2020, Mary Kay Inc. Chief Marketing Officer Sheryl Adkins-Green considered several strategic dilemmas. Founded in 1963 by Mary Kay Ash, Mary Kay was a direct sales company whose Independent Beauty Consultants purchased its beauty and cosmetics products at...
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Keywords:
Advertising Campaigns;
Demographics;
Marketing;
Brands and Branding;
Marketing Channels;
Marketing Communications;
Marketing Strategy;
Product Marketing;
Product Positioning;
Social Marketing;
Salesforce Management;
Organizations;
Mission and Purpose;
Organizational Change and Adaptation;
Innovation and Invention;
Innovation Strategy;
Competition;
Competitive Strategy;
Competitive Advantage;
Beauty and Cosmetics Industry;
North and Central America;
United States;
Europe;
Asia;
Texas
- July 2021 (Revised October 2021)
- Case
Allianz Customer Centricity: Is Simplicity the Way Forward?
By: Eva Ascarza and Emilie Billaud
This case explores the tradeoffs between product personalization and simplicity as companies grow. The case presents an opportunity to understand whether and how each of these approaches enables and/or limits companies’ abilities to provide customer satisfaction while...
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- May 2021 (Revised February 2022)
- Teaching Note
THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)
By: Ayelet Israeli and Jill Avery
THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on...
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Keywords:
Data;
Data Analytics;
Artificial Intelligence;
AI;
AI Algorithms;
AI Creativity;
Fashion;
Retail;
Retail Analytics;
E-Commerce Strategy;
Platform;
Platforms;
Big Data;
Preference Elicitation;
Predictive Analytics;
App Development;
＂Marketing Analytics＂;
Advertising;
Mobile App;
Mobile Marketing;
Apparel;
Online Advertising;
Referral Rewards;
Referrals;
Female Ceo;
Female Entrepreneur;
Female Protagonist;
Analytics and Data Science;
Analysis;
Creativity;
Marketing Strategy;
Brands and Branding;
Consumer Behavior;
Demand and Consumers;
Forecasting and Prediction;
Marketing Channels;
Digital Marketing;
Internet and the Web;
Mobile and Wireless Technology;
AI and Machine Learning;
E-commerce;
Digital Platforms;
Fashion Industry;
Retail Industry;
Apparel and Accessories Industry;
Consumer Products Industry;
United States
- March 2021
- Case
Astralis Group: Determining a Brand Strategy
By: Benjamin C. Esty, Mette Fuglsang Hjortshoej and Emilie Billaud
After launching a Danish esports company in July 2019, and going public in December 2019 with multiple brands associated with different games, the Astralis leadership team was contemplating a shift to a single, corporate brand. While the original arguments for...
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Keywords:
Brand Strategy;
Esports;
Video Games;
Corporate Scope;
Positioning;
Ecosystem;
Brands and Branding;
Strategy;
Business Ventures;
Business Startups;
Entrepreneurship;
Ethics;
Sports;
Competitive Strategy;
Value Creation;
Diversification;
Games, Gaming, and Gambling;
Sports Industry;
Entertainment and Recreation Industry;
Denmark;
Europe
- March 2021 (Revised October 2021)
- Teaching Note
Afterpay U.S.: The Omnichannel Dilemma
By: Antonio Moreno and Anibha Singh
Teaching Note for HBS Case No. 519-086. In 2018, Nick Molnar, the founder of the Australia-based online payment service Afterpay began its expansion to the U.S. market. The service had gained a loyal following in Australia by enabling customers to pay for online...
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Keywords:
Omnichannel Retail;
Digital Marketing;
Business Startups;
Business Growth and Maturation;
Business Model;
Business Organization;
For-Profit Firms;
Change Management;
Customer Value and Value Chain;
Customer Relationship Management;
Customer Satisfaction;
Financing and Loans;
Microfinance;
Global Strategy;
Marketing Strategy;
Market Entry and Exit;
Digital Platforms;
Product Development;
Supply Chain Management;
Business and Stakeholder Relations;
Networks;
Network Effects;
Internet and the Web;
Financial Services Industry;
Technology Industry;
United States;
Australia
- February 2021 (Revised September 2022)
- Case
White Claw: Defending Market Share as Competition Encroaches
By: Jill Avery
By the end of 2019, two brands accounted for 84% of hard seltzer sales, a segment that had recently taken the U.S. beer market by storm, growing from $3 million in 2015 to over $2.7 billion by the start of the summer of 2020. White Claw was the dominant market leader...
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Keywords:
Brand Management;
Alcoholic Beverages;
Beer/brewing Industry;
Brand Positioning;
Growth;
Competitive Positioning;
Consumer Products;
Beverage Industry;
Value Proposition;
Marketing;
Brands and Branding;
Competition;
Product Positioning;
Competitive Strategy;
Consumer Behavior;
Consumer Products Industry;
Food and Beverage Industry;
United States
- February 2021 (Revised March 2022)
- Case
TikTok in 2020: Super App or Supernova?
By: Jeffrey F. Rayport, Dan Maher and Dan O'Brien
TikTok’s parent company, ByteDance, was launched in 2012 around a simple idea – helping users entertain themselves on their smartphones while on the Beijing Subway. In less than a decade, it had become one of the world’s most valuable private companies, with investors...
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Keywords:
Business Model;
Business Startups;
Business Organization;
Change Management;
Disruption;
Cross-Cultural and Cross-Border Issues;
Global Strategy;
Health Pandemics;
Innovation Strategy;
Growth and Development Strategy;
Growth Management;
Brands and Branding;
Marketing Strategy;
Marketing Channels;
Network Effects;
Digital Platforms;
Product Design;
Product Development;
Partners and Partnerships;
Opportunities;
Social Issues;
Mobile and Wireless Technology;
Internet and the Web;
Value Creation;
United States;
China