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- Faculty Publications (88)
- July 2015 (Revised April 2016)
- Case
Lomography: Analog in a Digital World
By: John T. Gourville, Karol Misztal and Emer Moloney
In spite of the world's move to digital photography, in 2013 Lomography continues to design and offer analog (film) cameras to a loyal following of artistic photographers. Now it must decide whether to stick to its traditional offerings, to expand into artistic lenses...
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Keywords:
Positioning;
Product Lines;
Product Line Management;
Mission and Purpose;
Organizational Change and Adaptation;
Technological Innovation;
Brands and Branding;
Fine Arts Industry;
Manufacturing Industry;
Technology Industry
Gourville, John T., Karol Misztal, and Emer Moloney. "Lomography: Analog in a Digital World." Harvard Business School Case 516-006, July 2015. (Revised April 2016.)
- 2015
- Chapter
The Role of Multiplier Firms and Megaprojects in Leading Change for Sustainability
In both the private and public sectors, organizations around the world face increasingly pressing questions about how to stimulate and manage change for long-term environmental, social, and economic sustainability. The purpose of this chapter is to highlight the roles...
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Keywords:
Blueprint Logic;
Learning Logic;
Megaprojects;
Multiplier Firms;
Leading Change;
Environmental Sustainability
Edmondson, Amy C., Martine Haas, John D. Macomber, and Tiona Zuzul. "The Role of Multiplier Firms and Megaprojects in Leading Change for Sustainability." Chap. 11 in Leading Sustainable Change: An Organizational Perspective, edited by Rebecca Henderson, Ranjay Gulati, and Michael Tushman. Oxford University Press, 2015.
- December 2014 (Revised October 2015)
- Case
Susie Mulder at NIC+ZOE
By: David Fubini, Joshua Margolis and Kerry Herman
Susie Mulder must decide how to lead NIC+ZOE—the women's apparel brand she had recently joined as CEO—from its start-up phase into a disciplined growth phase. With growing revenues, a successful product line, and savvy private equity investors, NIC+ZOE seems perfectly...
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Keywords:
Clothing;
Fashion;
Fashion Design;
Leadership;
Leading Change;
Growth and Development Strategy;
Private Equity;
Decision Making;
Apparel and Accessories Industry
Fubini, David, Joshua Margolis, and Kerry Herman. "Susie Mulder at NIC+ZOE." Harvard Business School Case 415-043, December 2014. (Revised October 2015.)
- June 2014 (Revised March 2016)
- Case
Relating to Peapod
By: Susan Fournier and Jill Avery
Explores the relationships formed between consumers and the Peapod consumer-direct grocery delivery service, as revealed through an ethnographic study of Boston-area Peapod shoppers conducted between the Summer of 1997 and the Fall of 1999. Three representative case...
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Keywords:
Brands and Branding;
Customer Relationship Management;
Marketing Strategy;
Service Industry;
Boston
Fournier, Susan, and Jill Avery. "Relating to Peapod." Harvard Business School Case 314-142, June 2014. (Revised March 2016.)
- June 2014
- Article
Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims
By: Susan E. Heckler, Kevin L. Keller, Michael J. Houston and Jill Avery
Two experiments are reported that examine the effects of an ad campaign designed to link two different benefit claims to a brand. The findings indicated that recall for a subsequently advertised claim depended on the strength of existing brand-benefit links in memory....
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Keywords:
Marketing Communication;
Brand Building;
Brand Management;
Brands;
Advertising;
Consumer Psychology;
Advertising Campaigns;
Brands and Branding;
Marketing Communications;
Consumer Behavior;
Marketing Strategy;
Advertising Industry;
Consumer Products Industry
Heckler, Susan E., Kevin L. Keller, Michael J. Houston, and Jill Avery. "Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims." Journal of Marketing Communications 20, no. 3 (June 2014): 176–196.
- October 2013 (Revised January 2016)
- Case
J.C. Penney's 'Fair and Square' Strategy (Abridged)
By: Elie Ofek and Jill Avery
As he gets ready to release 2nd quarter 2012 results, Ron Johnson, the new CEO of department store J.C. Penney, is reconsidering the dramatic changes he initiated for the business model and brand image of his company. A new pricing scheme he put in place in February,...
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Keywords:
Business Model;
Change Management;
Marketing Strategy;
Price;
Consumer Behavior;
Decision Making;
Management Teams;
Brands and Branding;
Retail Industry;
United States
Ofek, Elie, and Jill Avery. "J.C. Penney's 'Fair and Square' Strategy (Abridged)." Harvard Business School Case 514-063, October 2013. (Revised January 2016.)
- September 2013
- Article
Testimonials Do Not Convert Patients from Brand to Generic Medication
By: John Beshears, James J. Choi, David Laibson, Brigitte C. Madrian and Gwendolyn Reynolds
Objectives: To assess whether the addition of a peer testimonial to an informational mailing increases conversion rates from brand name prescription medications to lower-cost therapeutic equivalents, and whether the testimonial's efficacy increases when... View Details
Keywords:
Testimonial;
Peer Information;
Social Proximity;
Communication;
Generic Medication;
Familiarity;
Marketing Communications;
Decision Choices and Conditions;
Identity;
Health Care and Treatment;
Marketing Reference Programs;
Power and Influence;
Brands and Branding;
Health Industry
Beshears, John, James J. Choi, David Laibson, Brigitte C. Madrian, and Gwendolyn Reynolds. "Testimonials Do Not Convert Patients from Brand to Generic Medication." American Journal of Managed Care 19, no. 9 (September 2013): e314–e316.
- September 2012 (Revised January 2013)
- Case
J.C. Penney's 'Fair and Square' Pricing Strategy
By: Elie Ofek and Jill Avery
As a he gets ready to release 2nd quarter 2012 results, Ron Johnson, the new CEO of department store J.C. Penney, is reconsidering the dramatic changes he initiated for the business model and brand image of his company. A new pricing scheme he put in place in February,...
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Keywords:
Change Management;
Consumer Behavior;
Management Teams;
Business Model;
Marketing Strategy;
Price;
Brands and Branding;
Decision Making;
Retail Industry;
United States
Ofek, Elie, and Jill Avery. "J.C. Penney's 'Fair and Square' Pricing Strategy." Harvard Business School Case 513-036, September 2012. (Revised January 2013.)
- July – August 2011
- Article
The Paradox of Samsung's Rise
By: Tarun Khanna, Jaeyong Song and Kyungmook Lee
Twenty years ago, few people would have predicted that Samsung could transform itself from a low-cost original equipment manufacturer to a world leader in R&D, marketing, and design, with a brand more valuable than Pepsi, Nike, or American Express. Fewer still would...
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Keywords:
Organizational Design;
Research and Development;
Marketing;
Business Processes;
Brands and Branding;
System;
Globalized Markets and Industries;
Transformation;
Cost;
Forecasting and Prediction;
Production;
Quality;
China;
India;
Turkey
Khanna, Tarun, Jaeyong Song, and Kyungmook Lee. "The Paradox of Samsung's Rise." Harvard Business Review 89, nos. 7-8 (July–August 2011): 142–147.
- January 2011
- Case
AIC Netbooks: Optimizing Product Assembly
By: Steven C. Wheelwright and Sunru Yong
AIC Systems, located in Taichung, Taiwan, is a manufacturer of printed circuit boards, primarily for motherboards and video cards for personal computers. The firm is considered an original design manufacturer (ODM) and takes an active role in innovating and designing...
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Keywords:
Performance Management;
Quantitative Analysis;
Manufacturing;
Production Planning;
Production Management;
Diversification;
Production;
Performance Efficiency;
Product Design;
Performance Improvement;
Mobile Technology;
Manufacturing Industry;
Electronics Industry;
Taiwan
Wheelwright, Steven C., and Sunru Yong. "AIC Netbooks: Optimizing Product Assembly." Harvard Business School Brief Case 114-245, January 2011.
- January 2010 (Revised March 2010)
- Case
Transforming ASUSTeK: Breaking from the Past
By: Willy C. Shih, Ho Howard Yu and Hung-Chang Chiu
What happens when an original design manufacturer (ODM) firm tries to transform itself into a branded goods seller? The case traces the evolution of ASUSTeK from a motherboard supplier, to an ODM of desktop and notebook PCs, through its split into three companies that...
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Keywords:
Change Management;
Transformation;
Disruptive Innovation;
Brands and Branding;
Organizational Change and Adaptation;
Organizational Structure;
Competitive Strategy;
Computer Industry;
Manufacturing Industry;
Taiwan
Shih, Willy C., Ho Howard Yu, and Hung-Chang Chiu. "Transforming ASUSTeK: Breaking from the Past." Harvard Business School Case 610-041, January 2010. (Revised March 2010.)
- January 2010
- Teaching Note
Transforming ASUSTeK: Breaking from the Past (TN)
By: Willy C. Shih
Teaching Note for [610041].
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- June 2009
- Case
Manchester Products: A Brand Transition Challenge
By: John A. Quelch and Heather Beckham
In January of 2005, Manchester Products Inc., a longtime leader in office furniture that only recently entered into the home furniture market, acquired Paul Logan's Furniture Division (PLFD). The acquisition of PLFD made Manchester an instant market leader in household...
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Keywords:
Acquisitions;
Consumer Marketing;
Brand Equity;
Branding;
Brands and Branding;
Marketing Communications;
Marketing Strategy;
Mergers and Acquisitions;
Retail Industry;
Consumer Products Industry;
United States
Quelch, John A., and Heather Beckham. "Manchester Products: A Brand Transition Challenge." Harvard Business School Brief Case 094-043, June 2009.
- March 2009 (Revised July 2014)
- Case
PNC Financial: Grow Up Great (A)
By: Christopher Marquis, V. Kasturi Rangan and Alison Comings
In 2003, PNC Financial focused its corporate citizenship and philanthropic resources on a ten-year, $100 million investment in early childhood education called PNC Grow Up Great. The case tracks the origination of Grow Up Great, how it was developed and implemented...
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Keywords:
Early Childhood Education;
Philanthropy and Charitable Giving;
Leadership;
Brands and Branding;
Corporate Social Responsibility and Impact;
Organizational Structure;
Business and Community Relations
Marquis, Christopher, V. Kasturi Rangan, and Alison Comings. "PNC Financial: Grow Up Great (A)." Harvard Business School Case 409-108, March 2009. (Revised July 2014.)
- January 2009 (Revised February 2010)
- Case
Gucci Group in 2009
By: David B. Yoffie and Renee Kim
The Gucci Group had transformed itself into the world's third largest luxury retailer with multiple brands. The company had performed well even after the departure of star designer Tom Ford and former CEO Domenico De Sole. However, the challenging global economic times...
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Keywords:
Financial Crisis;
Brands and Branding;
Organizational Change and Adaptation;
Luxury;
Corporate Strategy;
Apparel and Accessories Industry;
Retail Industry
Yoffie, David B., and Renee Kim. "Gucci Group in 2009." Harvard Business School Case 709-459, January 2009. (Revised February 2010.)
- 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.)
- November 2008 (Revised March 2023)
- Module Note
Understanding Brands
By: Anat Keinan and Jill Avery
For many firms, the brands associated with their products and/or services are their most valuable assets, and, hence, much management attention is given to designing, communicating, nurturing, and protecting them. This note is designed to provide an understanding of...
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Keywords:
Brand Equity;
Brand Management;
Brands and Branding;
Management;
Marketing Strategy;
Value
Keinan, Anat, and Jill Avery. "Understanding Brands." Harvard Business School Module Note 509-041, November 2008. (Revised March 2023.)
- 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.)
- May 2008 (Revised June 2008)
- Case
Kenny Kahn at Muzak (A)
By: Linda A. Hill and Emily Stecker
Founded in 1934, Muzak pioneered the industry of background music. Equipped with propriety technology and a vast music library, over the ensuing decades the Muzak franchise organization expanded geographically. Despite a history of innovation, by the late 1990s Muzak...
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Keywords:
Change Management;
Design;
Management Analysis, Tools, and Techniques;
Brands and Branding;
Organizational Change and Adaptation;
Organizational Culture;
Franchise Ownership;
Music Industry
Hill, Linda A., and Emily Stecker. "Kenny Kahn at Muzak (A)." Harvard Business School Case 408-057, May 2008. (Revised June 2008.)
- May 2008
- Supplement
Kenny Kahn at Muzak (B)
By: Linda A. Hill and Emily Stecker
Supplemental Material for 408-057
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Keywords:
Organizations;
Geographic Location;
Innovation and Invention;
Employees;
Management Teams;
Brands and Branding;
Organizational Change and Adaptation;
Organizational Culture;
Design;
Music Industry
Hill, Linda A., and Emily Stecker. "Kenny Kahn at Muzak (B)." Harvard Business School Supplement 408-069, May 2008.