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- 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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- 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...
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- December 2021
- Case
Green Monday
By: Jose B. Alvarez, Billy Chan and Dawn H. Lau
This case describes the entrepreneurial journey of David Yeung, from campaigning for plant-based diets to building Green Monday, a purpose-driven business and an ecosystem based in Hong Kong comprising a retail platform, an alternative meat brand (“OmniPork”), a...
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- December 2021
- Case
Moleskine: Daniela Riccardi Turns the Page
By: Ryan Raffaelli and Sarah Gulick
After Daniela Riccardi took over as CEO of Moleskine, she determined that the company needed to refocus on its core brand and central organization. With her first formal meeting with D'Ieteren, the company that owned Moleskine, approaching, she needed to decide what...
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- December 2021
- Case
Troverie (A)
By: Thomas R. Eisenmann, Lindsay N. Hyde and Olivia Graham
Six months after the August 2018 launch of Troverie, a U.S.-based online retailer of luxury watches, the average cost of acquiring a customer is much higher than originally projected, and the startup is incurring a substantial loss on each sales transaction. Could...
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- November 2021
- Case
The Wolf in Cashmere: LVMH's Bid to Acquire Tiffany
By: Stuart C. Gilson and Sarah L. Abbott
In November 2019, the iconic U.S. jeweler Tiffany agreed to be acquired by the luxury goods conglomerate LVMH. The $16.6 billion transaction was scheduled to close in mid-2020. However, in 2020, the global COVID-19 pandemic took a toll on the luxury goods sector. In...
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- 2021
- Working Paper
Omnia Juncta in Uno: Foreign Powers and Trademark Protection in Shanghai's Concession Era
By: Laura Alfaro, Cathy Bao, Maggie X. Chen, Junjie Hong and Claudia Steinwender
We investigate how firms adapt to trademark protection, an under-examined form of IP protection, by exploring a historical precedent: China’s trademark law of 1923—an unanticipated, disapproved response to end conflicts between foreign powers. Exploiting a unique,...
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- November 2021
- Case
Farfetch: Digital Transformation for Luxury Brands
By: Sunil Gupta, Jill Avery, Elena Corsi and Federica Gabrieli
Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had fluctuated since its IPO in 2018, it had...
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Keywords:
Digital Marketing;
E-commerce;
Digital Transformation;
Marketplaces;
Retailing;
Internet Marketing;
E-Commerce Strategy;
Marketing;
Marketing Strategy;
Marketing Channels;
Brands and Branding;
Luxury;
Growth and Development Strategy;
Apparel and Accessories Industry;
Beauty and Cosmetics Industry;
Fashion Industry;
Retail Industry;
Web Services Industry;
Technology Industry;
United Kingdom;
Europe;
Portugal;
China
- November 2021
- Case
Tommy Hilfiger Adaptive: Fashion for All
By: Elizabeth A. Keenan, Sandra J. Sucher and Shalene Gupta
In Fall 2017, Tommy Hilfiger launched Tommy Hilfiger Adaptive, a line of adaptive and inclusive fashion apparel intended to make dressing easier. Now, Tommy Hilfiger is planning to launch Tommy Hilfiger Adaptive internationally in early 2020. The prospect of making...
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Keywords:
Marketing And Society;
Brands;
Fashion;
Inclusion;
Consumer;
Corporate Social Responsibility;
Retail;
Apparel;
Disability;
Accessibility;
Marketing;
Brands and Branding;
Marketing Communications;
Product Marketing;
Social Marketing;
Product Launch;
Product Positioning;
Marketing Strategy;
Social Enterprise;
Society;
Corporate Social Responsibility and Impact;
Social Issues;
Consumer Behavior;
Fashion Industry;
Consumer Products Industry;
Apparel and Accessories Industry;
Retail Industry;
United States;
North America
- Article
Fighting Bias on the Front Lines
By: Alexandra C. Feldberg and Tami Kim
Most companies aim for exceptional customer service, but too few are attentive to the subtle discrimination by frontline employees that can alienate customers, lead to lawsuits, or even cause lasting brand damage by going viral.
This article presents research... View Details
This article presents research... View Details
- September 2021
- Case
Katie Couric Media: Landing the First Client
By: N. Louis Shipley and William R. Kerr
In May 2018, celebrated journalist Katie Couric and her husband, John Molner, had recently launched a full-service media firm called Katie Couric Media (KCM). Couric treasured the opportunity to address important social issues like gender equality, environmental...
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- September 2021 (Revised December 2021)
- Case
STARZPLAY: Shooting for the Stars
By: Elie Ofek, Marco Bertini and Alpana Thapar
In mid-2021, Maaz Sheikh, cofounder and CEO of STARZPLAY, a Dubai-based subscription video on demand (SVOD) provider that catered to the Middle East and North Africa region, was wrestling with how to find the right balance between continued subscriber growth and...
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Keywords:
Pricing;
Growth;
Profitability;
Subscription Business;
Business Model Innovation;
Fintech;
Subscription;
Performance Measurement;
Promotions;
International Marketing;
Streaming;
Competition;
Marketing;
Price;
Strategy;
Entrepreneurship;
Performance;
Measurement and Metrics;
Business Model;
Media and Broadcasting Industry;
Middle East;
North Africa
- Article
The Pitfalls of Pricing Algorithms: Be Mindful of How They Can Hurt Your Brand
By: Marco Bertini and Oded Koenigsberg
More and more companies are relying on pricing algorithms to maximize profits. The use of artificial intelligence and machine learning enables real-time price adjustments based on supply and demand, competitors’ activities, delivery schedules, and so forth. But...
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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
- Case
Perfect Diary
By: Shunyuan Zhang and Sunil Gupta
Jinfeng (David) Huang founded Yatsen Holding Limited in 2016 and launched the first direct-to-consumer (DTC) cosmetic brand, Perfect Diary, in 2017. Perfect Diary used social influencers or key opinion leaders (KOL) to successfully build brand awareness and to grow...
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- August 2021
- 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
- Case
Camera IQ: Building Augmented Reality Brand Experiences in Social Media
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;
Social Media;
Digital Marketing;
Virtual Reality;
Augmented Reality;
B2B;
E-commerce;
Technology Platform;
Marketing;
Marketing Communications;
Marketing Strategy;
Brands and Branding;
Online Advertising;
Online Technology;
Growth Management;
Customer Relationship Management;
Customer Value and Value Chain;
Advertising Industry;
United States
- 2021
- Working Paper
Intangible Capital and Customer Churn
By: Scott Baker, Brian Baugh and Marco Sammon
Intangible capital is a crucial and growing piece of firms’ capital structure and helps to explain long run trends in concentration and markups. We develop new firm level metrics regarding a key component of intangible capital—customer churn—using a class of household...
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- July 2021 (Revised January 2022)
- Case
Supreme: Remaining Cool While Pursuing Growth
By: Jill Avery, Sandrine Crener, Marie-Cecile Cervellon and Ranjit Thind
Following VF Corporation’s acquisition of cult streetwear brand Supreme, consumers and industry pundits were nervous that becoming part of a large, public corporation would put an end to Supreme’s slow and careful growth trajectory as pressure for quarterly results...
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- July 2021
- 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