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All HBS Web
(971)
- Faculty Publications (216)
- 2011
- White Paper
Brands Are People Too! Harnessing the Power of Brand Warmth and Competence
By: Chris Malone, Jill Avery and S. T. Fiske
Research in customer behavior has revealed that the way humans respond to brands is simply an extension of the way they instinctively perceive, judge, and behave towards one another. Understanding how consumers judge brands using social processes akin to those used in...
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Keywords:
Brands;
Brand Management;
Customer Relationship Management;
CRM;
Brand Positioning;
Brand Equity;
Customers;
Customer Focus and Relationships;
Customer Satisfaction;
Brands and Branding;
Marketing;
Marketing Communications;
Marketing Strategy;
Consumer Products Industry
Malone, Chris, Jill Avery, and S. T. Fiske. "Brands Are People Too! Harnessing the Power of Brand Warmth and Competence." White Paper Series, Relational Capital Group, Newtowne Square, PA, 2011.
- December 2010
- Article
Why You Aren't Buying Venezuelan Chocolate
By: Rohit Deshpandé
The article discusses the "provenance paradox," wherein consumers are unwilling to buy high-quality products from regions not commonly associated with excellence in certain product categories. Venezuelan chocolate maker Chocolates El Rey does little international...
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Keywords:
Geographic Location;
Global Strategy;
Globalized Markets and Industries;
Brands and Branding;
Marketing Strategy;
Product Marketing;
Emerging Markets;
Food and Beverage Industry;
Venezuela
Deshpandé, Rohit. "Why You Aren't Buying Venezuelan Chocolate." Harvard Business Review 88, no. 12 (December 2010).
- November 2010
- Article
Capitalizing on the Underdog Effect
By: Anat Keinan, Neeru Paharia and Jill Avery
This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over...
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Keywords:
Marketing;
Brand Management;
Brands;
Brand Positioning;
Competitive Positioning;
Competition;
Brands and Branding;
Advertising Campaigns;
Marketing Communications;
Marketing Strategy;
Advertising Industry;
Apparel and Accessories Industry;
Beauty and Cosmetics Industry;
Consumer Products Industry;
Fashion Industry;
Food and Beverage Industry
Keinan, Anat, Neeru Paharia, and Jill Avery. "Capitalizing on the Underdog Effect." Harvard Business Review 88, no. 11 (November 2010): 32.
- September 2010 (Revised April 2015)
- Case
Taj Hotels, Resorts and Palaces
By: Rohit Deshpande and Mona Sinha
The Taj Hotels, Palaces, and Resorts introduced a new brand architecture to counter lack of differentiation and confused positioning of its mixed bag of brands. After launching an economy and an upscale brand, it dithered over the launch of its upper upscale and luxury...
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Keywords:
Growth Management;
Brands and Branding;
Marketing Strategy;
Product Positioning;
Luxury;
Accommodations Industry;
India
Deshpande, Rohit, and Mona Sinha. "Taj Hotels, Resorts and Palaces." Harvard Business School Case 511-039, September 2010. (Revised April 2015.)
- August 2010 (Revised October 2014)
- Case
Herborist
By: John Deighton, Leora Kornfeld, Yanqun He and Qingyun Jiang
Global brands such as L'Oreal and Oil of Olay dominate China's skin care market. A Chinese domestic brand, after some success in partnership with Sephora in Europe, aspires to challenge the French and U.S. brands' hold on the China market. It must decide how to segment...
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Keywords:
Cross-Cultural and Cross-Border Issues;
Product Marketing;
Product Positioning;
Demand and Consumers;
Competitive Strategy;
Segmentation;
Beauty and Cosmetics Industry;
China
Deighton, John, Leora Kornfeld, Yanqun He, and Qingyun Jiang. "Herborist." Harvard Business School Case 511-051, August 2010. (Revised October 2014.) (request a courtesy copy.)
- May 2010
- Case
Flare Fragrances Company, Inc: Analyzing Growth Opportunities
By: John A. Quelch and Lisa D. Donovan
Flare Fragrances, a manufacturer of perfumes for women, faces a growth challenge in a difficult economic environment. CEO Joely Patterson outlines two growth opportunities for her marketing staff to evaluate. One involves launching a new scent -- and possibly...
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Keywords:
Quantitative Analysis;
Market Segmentation;
Product Introduction;
New Product Marketing;
Product Lines;
Product Positioning;
Distribution;
Product Launch;
Segmentation;
Growth and Development Strategy;
Consumer Products Industry
Quelch, John A., and Lisa D. Donovan. "Flare Fragrances Company, Inc: Analyzing Growth Opportunities." Harvard Business School Brief Case 104-550, May 2010.
- March 2010
- Case
Target: Responding to the Recession
By: Ranjay Gulati, Rajiv Lal and Cathy Ross
Within 10 months of Gregg Steinhafel's taking over as CEO at Target, the U.S. was mired in the most significant economic downturn in 50 years. Top competitor Wal-Mart had positioned itself well for the crisis, while Target's same store sales began to slide. While...
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Keywords:
Financial Crisis;
Strategy;
Operations;
Brands and Branding;
Product Launch;
Product Positioning;
Competition;
Retail Industry;
United States
Gulati, Ranjay, Rajiv Lal, and Cathy Ross. "Target: Responding to the Recession." Harvard Business School Case 510-016, March 2010.
- February 2010 (Revised June 2022)
- Case
Dollarama Inc.
By: Andre F. Perold
Dollarama is the leading operator of dollar stores in Canada. The firm performed extraordinarily well after a leveraged buyout in 2004 and recently executed a highly successful IPO. The company sources its goods primarily from Asia. It has strong brand recognition and...
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Keywords:
Price;
Growth and Development Strategy;
Product Positioning;
Supply Chain;
Competitive Advantage;
Valuation;
Consumer Products Industry;
Retail Industry;
Canada
Perold, Andre F. "Dollarama Inc." Harvard Business School Case 210-041, February 2010. (Revised June 2022.)
- Article
The Counterfeit Self: The Deceptive Costs of Faking It
By: Francesca Gino, Michael I. Norton and Dan Ariely
Although people buy counterfeit products to signal positive traits, we show that wearing counterfeit products makes individuals feel less authentic and increases their likelihood of both behaving dishonestly and judging others as unethical. In four experiments,...
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Gino, Francesca, Michael I. Norton, and Dan Ariely. "The Counterfeit Self: The Deceptive Costs of Faking It." Psychological Science 21, no. 5 (May 2010): 712–720.
- 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;
Consumer Products Industry;
Beauty and Cosmetics Industry;
Apparel and Accessories Industry;
Auto Industry;
Fashion Industry;
Food and Beverage Industry
Avery, Jill, Neeru Paharia, Anat Keinan, and Juliet Schor. "The Strategic Use of Brand Biographies." Research in Consumer Behavior 12 (2010): 213–230.
- November 2009 (Revised December 2009)
- Case
DaChan Food (Asia) in China
By: Ray A. Goldberg and David Lane
DaChan Food in China is providing leadership in the quality, health, and environmental needs of the Chinese consumer as poultry consumption increases there. Continuing to provide that leadership as global and national competition increase becomes more and more...
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- September 2009
- Case
Culinarian Cookware: Pondering Price Promotion
By: John A. Quelch and Heather Beckham
In November of 2006, senior executives at Culinarian Cookware were debating the merits of price promotions for the company's premium cookware products. The VP of Marketing, Donald Janus, and Senior Sales Manager, Victoria Brown, had different views. Janus felt price...
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Keywords:
Profitability Analysis;
Consumer Marketing;
Brand Equity;
Pricing Policies;
Sales Promotions;
Small & Medium-sized Enterprises;
Decisions;
Goals and Objectives;
Price;
Marketing Strategy;
Consumer Behavior;
Management Teams;
Sales;
Brands and Branding;
Consumer Products Industry
Quelch, John A., and Heather Beckham. "Culinarian Cookware: Pondering Price Promotion." Harvard Business School Brief Case 094-057, September 2009.
- June 2009 (Revised November 2010)
- Case
HTC Corp. in 2009
By: David B. Yoffie and Renee Kim
Taiwan-based HTC Corp. had emerged as the world's fourth largest smartphone manufacturer by 2009. CEO Peter Chou was extremely proud of the remarkable achievements his company had made over the last 12 years since starting off as an unknown manufacturer of PDAs for...
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Keywords:
Global Strategy;
Growth and Development Strategy;
Brands and Branding;
Product Positioning;
Competitive Advantage;
Mobile Technology;
Telecommunications Industry;
Taiwan
Yoffie, David B., and Renee Kim. "HTC Corp. in 2009." Harvard Business School Case 709-466, June 2009. (Revised November 2010.)
- February 5, 2009
- Comment
In Praise of Marketing
By: John A. Quelch
Many dismiss marketing as manipulative, deceptive, and intrusive. Marketing, they argue, focuses too much of our attention on material consumption. More recently, Benjamin Barber, in his 2007 book Consumed, claims that marketing is "sucking up the air from every other...
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Keywords:
Marketing;
Consumer Loyalty;
Local Vs. Global Branding;
Multi-national Brands;
Misleading and Fraudulent Advertising;
Customer Value and Value Chain;
Customer Satisfaction;
Globalized Economies and Regions;
Cross-Cultural and Cross-Border Issues;
Multinational Firms and Management;
Globalized Markets and Industries;
Brands and Branding;
Marketing Communications;
Marketing Strategy;
Product Positioning
Quelch, John A. "In Praise of Marketing." Harvard Business School Working Knowledge (February 5, 2009).
- January 2009 (Revised June 2010)
- Case
Cisco Systems (2001): Building and Sustaining a Customer-Centric Culture
By: Ranjay Gulati
Customer centricity has been an important part of the culture at Cisco Systems since its inception. While part of this is attributable to values put in place by the founders and retained by subsequent management, it is also closely interwoven with its organizational...
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Keywords:
Customer Satisfaction;
Organizational Design;
Organizational Structure;
Organizational Change and Adaptation;
Change Management;
Organizational Culture;
Research and Development;
Job Cuts and Outsourcing;
Employees;
Brands and Branding;
Customer Relationship Management;
Business Units
Gulati, Ranjay. "Cisco Systems (2001): Building and Sustaining a Customer-Centric Culture." Harvard Business School Case 409-061, January 2009. (Revised June 2010.)
- September 2008 (Revised June 2010)
- Case
Hearts On Fire - Brand Development Manager
By: Frank V. Cespedes and Benson P. Shapiro
Hearts On Fire, a successful branded diamond producer, established the position of Brand Development Manager (BDM) to build the company's presence, sales, and relationships with its retail customers. After one year, the CEO, CFO and President must evaluate the impact...
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Keywords:
Customer Focus and Relationships;
Investment Return;
Brands and Branding;
Marketing Strategy;
Business Processes;
Salesforce Management;
Business Strategy
Cespedes, Frank V., and Benson P. Shapiro. "Hearts On Fire - Brand Development Manager." Harvard Business School Case 709-436, September 2008. (Revised June 2010.)
- September 2008 (Revised October 2008)
- Case
Marc Abrahams: Annals of an Improbable Entrepreneur
By: Boris Groysberg and Michael Slind
Marc Abrahams was a media entrepreneur who specialized in science humor. In 2008, he sought to boost the scale and monetization potential of his business. That business, called Improbable Research, encompassed a magazine (Annals of Improbable Research), a high-profile...
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Keywords:
Entrepreneurship;
Selection and Staffing;
Human Capital;
Growth and Development Strategy;
Brands and Branding;
Personal Development and Career
Groysberg, Boris, and Michael Slind. "Marc Abrahams: Annals of an Improbable Entrepreneur." Harvard Business School Case 409-013, September 2008. (Revised October 2008.)
- September 2008 (Revised October 2012)
- Case
Tong Lung Metal Industry Co., Ltd.
By: Willy C. Shih, Chintay Shih, Chen-Fu Chien, Ho Howard Yu and Yu-Shian Chiang
Develop its own branded line, or continue as an original design manufacturer (ODM)? Tung Lung Metal Industries Co. Ltd. is a Taiwanese maker of door lock hardware that is faced with the question of whether to continue to focus on its ODM business or start placing more...
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Keywords:
Globalized Markets and Industries;
Job Cuts and Outsourcing;
Brands and Branding;
Corporate Strategy;
Industrial Products Industry;
Taiwan
Shih, Willy C., Chintay Shih, Chen-Fu Chien, Ho Howard Yu, and Yu-Shian Chiang. "Tong Lung Metal Industry Co., Ltd." Harvard Business School Case 609-034, September 2008. (Revised October 2012.)
- August 2008 (Revised June 2010)
- Case
Concha y Toro
By: Rohit Deshpande, Gustavo A. Herrero and Ezequiel Reficco
Chile's largest wine producer faces a price versus value positioning problem. Its highest quality wines are not priced competitively at retail because "Made in Chile" connotes great value and low price.
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Deshpande, Rohit, Gustavo A. Herrero, and Ezequiel Reficco. "Concha y Toro." Harvard Business School Case 509-018, August 2008. (Revised June 2010.)
- 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...
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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.)