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Publications

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  • All HBS Web  (115)
    • Faculty Publications  (8)

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    • All HBS Web  (115)
      • Faculty Publications  (8)

      Celebrity Endorsement Remove Celebrity Endorsement →

      Page 1 of 8 Results

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      The Economic Value of Celebrity Endorsements
      Risks and rewards of celebrity endorsements
      → Search All HBS Web
      • April 2019 (Revised October 2019)
      • Case

      Sanjeev Kapoor: The Recipe for Success

      By: Boris Groysberg and Mahima Rao-Kachroo
      India's most recognized celebrity chef Sanjeev Kapoor has been an integral part of the country's food industry since 1993. As a celebrity chef, Kapoor enjoyed a 17-year run of his hit TV cooking show “Khana Khazana,” published more than 100 cookbook titles in multiple...  View Details
      Keywords: Advertising; Business Ventures; Change; Decision Making; Entrepreneurship; Food; Leadership; Management; Markets; Media; Organizations; Ownership; Problems and Challenges; Quality; Relationships; Technology; Food and Beverage Industry; India; South Asia
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      Groysberg, Boris, and Mahima Rao-Kachroo. "Sanjeev Kapoor: The Recipe for Success." Harvard Business School Case 419-076, April 2019. (Revised October 2019.)
      • March 2018
      • Teaching Note

      Mavi: Fashioning a Path to Brand Growth

      By: Jill Avery and Gamze Yucaoglu
      Mavi, a leading Turkish apparel retailer, had sales of $419 million in 2015, up 20%. Growth rates like these were becoming routine at Mavi. But, its path to growth was getting more challenging, and Turkven, Mavi’s private equity partner, was planning its exit options...  View Details
      Keywords: Retailing; Fashion; Brand; Brand Management; Brand Extension; Brand Equity; Private Equity; Marketing; Marketing Strategy; Brands and Branding; Growth and Development Strategy; Decision Choices and Conditions; Retail Industry; Fashion Industry; Turkey; Europe
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      Avery, Jill, and Gamze Yucaoglu. "Mavi: Fashioning a Path to Brand Growth." Harvard Business School Teaching Note 518-094, March 2018.
      • May 2017 (Revised April 2018)
      • Case

      Mavi: Fashioning a Path to Brand Growth

      By: Jill Avery and Gamze Yucaoglu
      This case examines the strategic choices and business model with regards to branding at Mavi, a leading Turkish apparel retailer. The case is presented from the perspective of the company CEO and its global brand director who is also part owner. In 2015, Mavi had sales...  View Details
      Keywords: Brand Management; Brand Architecture; Brand Portfolio Strategy; Brand Positioning; International Expansion; Retailing; Fashion; Pricing; Fast Fashion; Emerging Economies; Brand Extension; Marketing; Marketing Strategy; Brands and Branding; Emerging Markets; Growth and Development Strategy; Expansion; Global Range; Decision Choices and Conditions; Fashion Industry; Retail Industry; Turkey; Europe; Asia
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      Avery, Jill, and Gamze Yucaoglu. "Mavi: Fashioning a Path to Brand Growth." Harvard Business School Case 517-075, May 2017. (Revised April 2018.)
      • June 2012
      • Article

      The Economic Value of Celebrity Endorsements

      By: Anita Elberse and Jeroen Verleun
      What is the payoff to enlisting celebrity endorsers? Although effects on stock returns are relatively well documented, little is known about any impact on sales—arguably a metric of more direct importance to advertising practitioners. In this study of athlete...  View Details
      Keywords: Stocks; Value; Advertising; Sales; Brands and Branding; Decisions; Economics; Marketing Strategy; Investment Return
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      Elberse, Anita, and Jeroen Verleun. "The Economic Value of Celebrity Endorsements." Journal of Advertising Research 52, no. 2 (June 2012): 149–165.
      • November 2012
      • Case

      New Balance Athletic Shoe, Inc. (Abridged)

      By: H. Kent Bowen, Robert S. Huckman, Carin-Isabel Knoop and Matthew Preble
      Considers whether New Balance, one of the world's five largest manufacturers of athletic footwear, should respond to Adidas' planned acquisition of Reebok—a transaction that would join the second- and third-largest companies in the industry. Highlights the unique...  View Details
      Keywords: Production; Competitive Strategy; Supply Chain; Brands and Branding; Apparel and Accessories Industry; Sports Industry; Retail Industry; Asia; United States
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      Bowen, H. Kent, Robert S. Huckman, Carin-Isabel Knoop, and Matthew Preble. "New Balance Athletic Shoe, Inc. (Abridged)." Harvard Business School Case 613-006, November 2012.
      • December 16, 2009
      • Guest Column

      Risks and Rewards of Celebrity Endorsements

      By: Anita Elberse
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      Elberse, Anita. "Risks and Rewards of Celebrity Endorsements." CNN.com (December 16, 2009).
      • January 2009 (Revised March 2010)
      • Case

      LeBron James

      By: Anita Elberse and Jeff McCall
      In 2005, to the astonishment of many sports industry insiders, superstar basketball player LeBron James fired his agent and established his own firm, LRMR, to handle all aspects of his business ventures and marketing activities and named his childhood friend Maverick...  View Details
      Keywords: Talent and Talent Management; Compensation and Benefits; Brands and Branding; Marketing Strategy; Sports; Sports Industry
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      Elberse, Anita, and Jeff McCall. "LeBron James." Harvard Business School Case 509-050, January 2009. (Revised March 2010.)
      • April 2006 (Revised June 2008)
      • Case

      New Balance Athletic Shoe, Inc.

      By: H. Kent Bowen, Robert S. Huckman and Carin-Isabel Knoop
      Considers whether New Balance, one of the world's five largest manufacturers of athletic footwear, should respond to Adidas' planned acquisition of Reebok--a transaction that would join the second- and third-largest companies in the industry. Highlights the unique...  View Details
      Keywords: Mergers and Acquisitions; Production; Supply Chain Management; Performance Improvement; Competition; Consolidation; Apparel and Accessories Industry
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      Bowen, H. Kent, Robert S. Huckman, and Carin-Isabel Knoop. "New Balance Athletic Shoe, Inc." Harvard Business School Case 606-094, April 2006. (Revised June 2008.)
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      Are you looking for?

      The Economic Value of Celebrity Endorsements
      Risks and rewards of celebrity endorsements
      → Search All HBS Web
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