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    • All HBS Web  (6,645)
      • Faculty Publications  (128)

      Consumer Goods Remove Consumer Goods →

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      Brandless: Disrupting Consumer Packaged Goods
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      • December 2020 (Revised January 2021)
      • Case

      Arcos Dorados: A QSR Recovery Plan

      By: Forest Reinhardt, Jose B. Alvarez, Jenyfeer Martinez Buitrago and Mariana Cal
      Arcos Dorados—McDonald’s largest independent franchisee, covering Latin America and the Caribbean (LAC)—faced a pandemic that was disrupting the entire consumer foodservice business in 2020. With the exclusive right to own, operate, and sub-franchise McDonald’s...  View Details
      Keywords: Agribusiness; Animal-based Agribusiness; Plant-based Agribusiness; Customer Value And Value Chain; Income; Macroeconomics; Environmental Management; Environmental Sustainability; Cross-cultural And Cross-border Issues; Food; Health Pandemics; Crisis Management; Logistics; Corporate Social Responsibility And Impact; Strategic Planning; Food And Beverage Industry; Agriculture And Agribusiness Industry; Retail Industry; Latin America; Aruba; Guadeloupe; Martinique; Mexico; Panama; Costa Rica; Argentina; Brazil; Chile; Colombia; Ecuador; French Guiana; Peru; Uruguay; Venezuela; Puerto Rico; Trinidad And Tobago
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      Reinhardt, Forest, Jose B. Alvarez, Jenyfeer Martinez Buitrago, and Mariana Cal. "Arcos Dorados: A QSR Recovery Plan." Harvard Business School Case 721-023, December 2020. (Revised January 2021.)
      • November–December 2020
      • Article

      Lifting the Veil: The Benefits of Cost Transparency

      By: Bhavya Mohan, Ryan W. Buell and Leslie K. John
      Firms do not typically disclose information on their costs to produce a good to consumers. However, we provide evidence of when and why doing so can increase consumers’ purchase interest. Specifically, building on the psychology of disclosure and trust, we posit that...  View Details
      Keywords: Cost Transparency; Disclosure; Field Experiment; Cost; Trust; consumer Behavior
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      Mohan, Bhavya, Ryan W. Buell, and Leslie K. John. "Lifting the Veil: The Benefits of Cost Transparency." Special Issue on Marketing Science and Field Experiments. Marketing Science 39, no. 6 (November–December 2020): 1033–1201.
      • 2020
      • Working Paper

      Accounting for Product Impact in the Consumer-Packaged Foods Industry

      By: Amanda Rischbieth, George Serafeim and Katie Trinh
      We apply the product impact measurement framework of the Impact-Weighted Accounts Initiative (IWAI) in two competitor companies within the consumer-packaged goods industry. We design a methodology that allows us to calculate monetary impact estimates on customer...  View Details
      Keywords: Product Innovation; Impact; Impact Investing; Impact Measurement; Esg; Esg (environmental, Social, Governance) Performance; Esg (environmental, Social, Governance) Performance; Esg Ratings; Social Corporate Responsibility; Corporate Social Responsibility; Social Impact; Nutrition Database; Nutritional Information; Cpg; Consumer Packaged Goods; Iwai; Product Design; Product Positioning; Society; Environmental Sustainability; Corporate Social Responsibility And Impact; Nutrition; Product; Safety; consumer Products Industry
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      Rischbieth, Amanda, George Serafeim, and Katie Trinh. "Accounting for Product Impact in the Consumer-Packaged Foods Industry." Harvard Business School Working Paper, No. 21-051, October 2020. (Revised November 2020.)
      • October 2020
      • Article

      The Supply Chain Economy: A New Industry Categorization for Understanding Innovation in Services

      By: Mercedes Delgado and Karen G. Mills
      An active debate has centered on the importance of manufacturing for driving innovation in the U.S. economy. This paper offers an alternative framework that focuses on the role of suppliers of goods and services (the “supply chain economy”) in national performance. We...  View Details
      Keywords: Supply Chain Industries; Business-to-consumer Industries; Services; Innovation; Economy; Framework; Supply Chain; Service Operations; Innovation And Invention; Economic Growth; United States
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      Delgado, Mercedes, and Karen G. Mills. "The Supply Chain Economy: A New Industry Categorization for Understanding Innovation in Services." Research Policy 49, no. 8 (October 2020).
      • August 2020
      • Case

      24M Technologies

      By: John R. Wells and Benjamin Weinstock
      In early 2020, 24M Technologies (24M) announced that two of its strategic investors had commenced building plants to produce lithium-ion (Li-ion) batteries based on 24M’s novel semi-solid electrode technology. This promised to halve the cost of conventional Li-ion...  View Details
      Keywords: Lithium-ion Batteries; Technological Innovation; Commercialization; Growth And Development Strategy; Competitive Strategy
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      Wells, John R., and Benjamin Weinstock. "24M Technologies." Harvard Business School Case 721-386, August 2020.
      • July 2020
      • Case

      Kathy Fish at Procter & Gamble: Navigating Industry Disruption by Disrupting from Within

      By: Emily Truelove, Linda A. Hill and Emily Tedards
      When Kathy Fish, Procter & Gamble’s Chief Research, Development & Innovation Officer, and a 40-year company veteran, stepped into her role in 2014, she was concerned that the world’s leading consumer packaged goods company had lost its capability to produce a steady...  View Details
      Keywords: Female Protagonist; Organizational Change; Organizational Behavior; Culture Change; Digital; Digital Transformation; Innovation; Lean Startup; Experimentation; Metrics; Consumer Packaged Goods (cpg); Leadership; Leading Change; Change Management; Organizational Culture; Organizational Change And Adaptation; Disruption; Innovation And Invention
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      Truelove, Emily, Linda A. Hill, and Emily Tedards. "Kathy Fish at Procter & Gamble: Navigating Industry Disruption by Disrupting from Within." Harvard Business School Case 421-012, July 2020.
      • April 2020 (Revised October 2020)
      • Case

      Unilever's Response to the Future of Work

      By: William R. Kerr, Emilie Billaud and Mette Fuglsang Hjortshoej
      In February 2020, Nick Dalton, executive vice president HR business transformation at Unilever, reflected on the changing nature of work marked by rapid advances in artificial intelligence, machine learning, and automation. Launched in 2016, Unilever’s Future of Work...  View Details
      Keywords: Change Management; Human Capital; Organizational Change And Adaptation; Mission And Purpose; Organizational Structure; Transformation; Human Resources; consumer Products Industry; Europe
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      Kerr, William R., Emilie Billaud, and Mette Fuglsang Hjortshoej. "Unilever's Response to the Future of Work." Harvard Business School Case 820-104, April 2020. (Revised October 2020.)
      • April 2020
      • Background Note

      U.S. Food Retail During the Pandemic: March 2020

      By: José B. Alvarez and Natalie Kindred
      This note, written in late March 2020 and mainly U.S. focused, looks at the unfolding impact of the coronavirus pandemic on food retailers and their suppliers. It allows student to consider the challenges facing food retail executives as they navigate urgent supply...  View Details
      Keywords: Coronavirus Pandemic; Risk And Uncertainty; Risk Management; Food; Supply Chain; consumer Behavior; Demand And consumers; Trade; Crisis Management; Health Pandemics; Food And Beverage Industry; Agriculture And Agribusiness Industry; Retail Industry; United States
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      Alvarez, José B., and Natalie Kindred. "U.S. Food Retail During the Pandemic: March 2020." Harvard Business School Background Note 520-098, April 2020.
      • February 2020
      • Teaching Note

      Essential Explorations at MUJI

      By: Tomomichi Amano and Das Narayandas
      Launched as a private brand in 1980 to counter the increasingly brand-conscious consumer in Japan, MUJI offered beautifully designed, fairly priced, no-frills quality goods. The once modest private label brand with 40 products had expanded significantly by 2019 to more...  View Details
      Keywords: Product Portfolio Management; Brands And Branding; Product; Management; Change Management; Mission And Purpose; Retail Industry; Japan
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      Amano, Tomomichi, and Das Narayandas. "Essential Explorations at MUJI." Harvard Business School Teaching Note 520-050, February 2020.
      • January 2020 (Revised April 2020)
      • Teaching Note

      Brandless: Disrupting Consumer Packaged Goods

      By: Jill Avery
      Brandless, an online direct-to-consumer seller of upscale private-label consumer packaged goods (CPG), offered consumers a limited assortment of values-conscious products delivered directly to their homes with the simplicity of one fixed $3.00 price point that promised...  View Details
      Keywords: Brand; Brand Management; Dtc; E-commerce; Private Label; Groceries; Packaged Food; Personal Care; Startups; Retailing; Amazon; Brands And Branding; Marketing; Marketing Strategy; Business Startups; Disruption; consumer Products Industry; Retail Industry; United States
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      Avery, Jill. "Brandless: Disrupting Consumer Packaged Goods." Harvard Business School Teaching Note 520-058, January 2020. (Revised April 2020.)
      • January 2020
      • Case

      The June Oven

      By: Leonard A. Schlesinger and Christian Godwin
      The June Oven was a smart oven which was capable of identifying food and cooking it accordingly. This type of smart oven represented the next step in the long history of oven and stove development. Due to the widespread use of traditional ovens, the market for the June...  View Details
      Keywords: Business Ventures; Trends; Customers; Design; Entrepreneurship; Food; goods And Commodities; Innovation And Invention; Marketing; Brands And Branding; Demand And consumers; Distribution; Product Development; Sales; Technology; Internet; Software; consumer Products Industry; Retail Industry; Technology Industry; Electronics Industry; Manufacturing Industry; United States
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      Schlesinger, Leonard A., and Christian Godwin. "The June Oven." Harvard Business School Case 320-067, January 2020.
      • December 2019 (Revised April 2020)
      • Case

      Mãe Terra and Unilever (A)

      By: Lynn S. Paine, Ruth Costas and Priscilla Zogbi
      The case concerns the sale of Mãe Terra, one of Brazil's leading brands for packaged organic foods, to the consumer goods giant Unilever in 2017. Working with Unilever management, Mãe Terra’s CEO Alexandre Borges must determine whether and how to keep Mãe Terra's B...  View Details
      Keywords: Mergers & Acquisitions; Brand Management; Sustainability; Mergers And Acquisitions; Mission And Purpose; Social Enterprise; Corporate Governance; Governing And Advisory Boards; Environmental Sustainability; Organizational Culture; Food And Beverage Industry; Agriculture And Agribusiness Industry; Brazil; Latin America
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      Paine, Lynn S., Ruth Costas, and Priscilla Zogbi. "Mãe Terra and Unilever (A)." Harvard Business School Case 320-075, December 2019. (Revised April 2020.)
      • October 2019 (Revised August 2020)
      • Case

      Gupta Media: Performance Marketing in the Digital Age

      By: V. Kasturi Rangan and Courtney Han
      Gupta Media is a Digital Marketing firm started in 2005 that places advertisements and marketing promotions for its clients in digital media, mainly social media such as Facebook and Google. Over the years it had built its expertise in promoting music labels, artists...  View Details
      Keywords: Digital Marketing; Social Media; Marketing; Online Advertising; Performance; Measurement And Metrics; Advertising Industry
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      Rangan, V. Kasturi, and Courtney Han. "Gupta Media: Performance Marketing in the Digital Age." Harvard Business School Case 520-031, October 2019. (Revised August 2020.)
      • October 2019 (Revised October 2020)
      • Case

      Nehemiah Mfg. Co.: Providing a Second Chance

      By: Michael Chu, Brian Trelstad and John Masko
      In 2009, Dan Meyer and Richard Palmer, two veterans of the fast-moving consumer goods (FMCG) industry, founded Nehemiah Manufacturing to build FMCG brands while providing jobs to Cincinnati, Ohio’s beleaguered urban core. Two years later, the pair made their first...  View Details
      Keywords: Social Entrepreneurship; Retention; Selection And Staffing; Employment; Human Capital; Growth Management; Brands And Branding; Social Marketing; Mission And Purpose; Prejudice And Bias; City; Urban Scope; consumer Products Industry; Manufacturing Industry; Ohio; United States
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      Chu, Michael, Brian Trelstad, and John Masko. "Nehemiah Mfg. Co.: Providing a Second Chance." Harvard Business School Case 320-008, October 2019. (Revised October 2020.)
      • 2019
      • Working Paper

      Real Exchange Rate Behavior: New Evidence from Matched Retail Goods

      By: Alberto Cavallo, Brent Neiman and Roberto Rigobon
      We use a dataset containing daily prices for thousands of matched retail products in nine countries to study tradable-goods real exchange rates. Prices were collected from the web-sites of large multi-channel retailers and then carefully matched into narrowly-defined...  View Details
      Keywords: Purchasing Power Parity; Online Prices; Real Exchange Rate; Macroeconomics; Currency Exchange Rate; Price; Internet
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      Cavallo, Alberto, Brent Neiman, and Roberto Rigobon. "Real Exchange Rate Behavior: New Evidence from Matched Retail Goods." Harvard Business School Working Paper, No. 20-040, January 2019.
      • September 2019 (Revised May 2020)
      • Case

      Keroche (A): Fighting for Share in the Kenyan Alcoholic Drinks Market

      By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
      This case discusses the challenges faced by Kenyan alcoholic drinks producer Keroche Industries Limited in 2003, when the Kenyan government accused the company of manufacturing and selling substandard alcoholic drinks, revoked its liquor licenses, and shut down its...  View Details
      Keywords: Keroche; Alcohol; Wine; Manufacturing; Informal Market; Regulation; Illicit; Illegal; Shutdown; Factory; Low-income Consumers; Multinational; Local; Government; Allegations; Accusations; Negative Press; Eabl; Tusker; Beer; Sab; Chang'aa; Naivasha; Rift Valley; East Africa; Lawsuit; Legal Battle; Business Ventures; Business Exit Or Shutdown; Business Growth And Maturation; Business Startups; Production; Safety; Quality; Distribution; Small Business; Family Business; Crime And Corruption; Customer Focus And Relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; goods And Commodities; Government Legislation; Growth And Development; Business History; Lawsuits And Litigation; Laws And Statutes; Lawfulness; Goals And Objectives; consumer Behavior; Market Entry And Exit; Problems And Challenges; Social Issues; Poverty; Strategy; Competition; Entrepreneurship; Manufacturing Industry; Food And Beverage Industry; Kenya; Nairobi; Africa
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      Casadesus-Masanell, Ramon, and Pippa Tubman Armerding. "Keroche (A): Fighting for Share in the Kenyan Alcoholic Drinks Market." Harvard Business School Case 720-390, September 2019. (Revised May 2020.)
      • September 2019
      • Supplement

      Keroche (B): Considering Entry into the Kenyan Beer Market

      By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
      This case discusses the situation of the Kenyan alcoholic drinks producer Keroche in July 2004, when co-founder Tabitha Karanja was debating whether to enter the Kenyan beer market. Doing so would mean direct competition with the multinational EABL in an industry and...  View Details
      Keywords: Keroche; Alcohol; Alcoholic Drinks; Alcoholic Beverages; Beverages; Drinks; Wine Industry; Wine; Fortified Wine; Viena; Beer; Beer Market; Manufacturing; Production Capacity; Capacity; Growth; Regulated; Unregulated; Informal; Informal Market; Regulation; Illicit; Illegal; Substandard; Dangerous; Shutdown; Factory; Safe; Affordable; Low-income Consumers; Business Growth And Maturation; Business Startups; Production; Investment; Safety; Quality; Small Business; Family Business; Crime And Corruption; Customer Focus And Relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; goods And Commodities; Government Legislation; Growth And Development; Business History; Lawsuits And Litigation; Laws And Statutes; Lawfulness; Goals And Objectives; consumer Behavior; Market Entry And Exit; Problems And Challenges; Social Issues; Poverty; Strategy; Competition; Entrepreneurship; Marketing; Manufacturing Industry; Food And Beverage Industry; Kenya; Nairobi; Africa
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      Casadesus-Masanell, Ramon, and Pippa Tubman Armerding. "Keroche (B): Considering Entry into the Kenyan Beer Market." Harvard Business School Supplement 720-391, September 2019.
      • September 2019 (Revised May 2020)
      • Supplement

      Keroche (C): The Excise Tax Increase

      By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
      This case discusses the Kenyan government’s decision to increase excise taxes on wines in 2007. The tax increase would cause an average increase in price of 367% on Keroche’s fortified wines. Meanwhile, Keroche’s competitor EABL had effectively lobbied the government...  View Details
      Keywords: Keroche; Alcohol; Alcoholic Drinks; Alcoholic Beverages; Beverages; Drinks; Wine Industry; Wine; Fortified Wine; Business Ventures; Business Exit Or Shutdown; Business Growth And Maturation; Business Startups; Small Business; Family Business; Crime And Corruption; Customer Focus And Relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; goods And Commodities; Government Legislation; Growth And Development; Business History; Lawsuits And Litigation; Laws And Statutes; Lawfulness; Goals And Objectives; consumer Behavior; Market Entry And Exit; Problems And Challenges; Safety; Social Issues; Poverty; Strategy; Competition; Entrepreneurship; Manufacturing Industry; Food And Beverage Industry; Kenya; Nairobi; Africa
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      Casadesus-Masanell, Ramon, and Pippa Tubman Armerding. "Keroche (C): The Excise Tax Increase." Harvard Business School Supplement 720-392, September 2019. (Revised May 2020.)
      • September 2019 (Revised May 2020)
      • Supplement

      Keroche (D): Transforming the Core Business

      By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
      This case describes Keroche co-founder Tabitha Karanja’s decision to exit the wine business following the Kenyan government’s 2007 increase in excise taxes on wine. In August 2007, Keroche introduced the vodka drink Viena Ice as a replacement for its fortified wines,...  View Details
      Keywords: Keroche; Alcohol; Alcoholic Beverages; Alcoholic Drinks; Beverages; Drinks; Wine Industry; Wine; Fortified Wine; Viena; Viena Ice; Beer; Beer Market; Premium Beer; Manufacturing; Summit Lager; Business Ventures; Business Exit Or Shutdown; Business Growth And Maturation; Business Startups; Small Business; Family Business; Crime And Corruption; Customer Focus And Relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; goods And Commodities; Government Legislation; Growth And Development; Business History; Lawsuits And Litigation; Laws And Statutes; Lawfulness; Goals And Objectives; consumer Behavior; Market Entry And Exit; Problems And Challenges; Safety; Social Issues; Poverty; Strategy; Competition; Manufacturing Industry; Food And Beverage Industry; Kenya; Nairobi; Africa
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      Casadesus-Masanell, Ramon, and Pippa Tubman Armerding. "Keroche (D): Transforming the Core Business." Harvard Business School Supplement 720-393, September 2019. (Revised May 2020.)
      • September 2019 (Revised May 2020)
      • Supplement

      Keroche (E): Considering Additional Capacity

      By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
      This case describes Keroche’s growth after entering the beer business in 2008. Although the company was operating at full capacity and not able to fulfill all of its orders, Tabitha Karanja had set a goal of growing Keroche’s share of the Kenyan beer market from...  View Details
      Keywords: Keroche; Alcohol; Alcoholic Beverages; Beer; Beer Market; Premium Beer; Manufacturing; Production; Production Capacity; Capacity; Business Ventures; Business Exit Or Shutdown; Business Growth And Maturation; Business Startups; Small Business; Family Business; Crime And Corruption; Customer Focus And Relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; goods And Commodities; Government Legislation; Growth And Development; Business History; Lawsuits And Litigation; Laws And Statutes; Lawfulness; Goals And Objectives; consumer Behavior; Market Entry And Exit; Problems And Challenges; Safety; Social Issues; Poverty; Strategy; Competition; Entrepreneurship; Investment; Financing And Loans; Manufacturing Industry; Food And Beverage Industry
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      Casadesus-Masanell, Ramon, and Pippa Tubman Armerding. "Keroche (E): Considering Additional Capacity." Harvard Business School Supplement 720-394, September 2019. (Revised May 2020.)
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