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All HBS Web
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- Faculty Publications (151)
- June 2011 (Revised May 2012)
- Case
Procter & Gamble: Marketing Capabilities
By: Rebecca M. Henderson and Ryan Johnson
P&G had become known and recognized as a marketing machine. It was the largest advertiser in the world, with 2010 spending of $8.68 billion. From the company's early exploitation of broadcast media (radio and television) for its soap products to more recent experiments...
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Keywords:
Advertising;
Change Management;
Globalized Markets and Industries;
Innovation Strategy;
Brands and Branding;
Marketing Communications;
Expansion;
Consumer Products Industry
Henderson, Rebecca M., and Ryan Johnson. "Procter & Gamble: Marketing Capabilities." Harvard Business School Case 311-117, June 2011. (Revised May 2012.)
- June 2011 (Revised May 2012)
- Case
Reckitt Benckiser: Fast and Focused Innovation
By: Rebecca M. Henderson and Ryan Johnson
Since its 1999 merger Reckitt Benckiser (RB), a global consumer goods company, led by its CEO Bart Becht, RB developed a reputation for rapid product innovation and industry leading profit margins. RB's stated strategy was to focus on its Powerbrands and high growth...
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Keywords:
Mergers and Acquisitions;
Global Strategy;
Innovation Leadership;
Leadership Style;
Growth and Development Strategy;
Brands and Branding;
Product Development;
Performance Improvement;
Commercialization;
Consumer Products Industry
Henderson, Rebecca M., and Ryan Johnson. "Reckitt Benckiser: Fast and Focused Innovation." Harvard Business School Case 311-116, June 2011. (Revised May 2012.)
- May 2011 (Revised January 2013)
- Case
Nike Football: World Cup 2010 South Africa
By: Elie Ofek and Ryan Johnson
Nike's Football division needs to devise a strategy to excel at the 2010 World Cup games in South Africa. Nike has gone from a niche player in the market for football apparel and footwear in 1994 to a formidable competitor to Adidas in 2008 (with revenues of over $1...
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Keywords:
Digital Marketing;
Business Divisions;
Communication;
Brands and Branding;
Marketing Channels;
Marketing Communications;
Marketing Strategy;
Product Launch;
Planning;
Competition;
Apparel and Accessories Industry;
South Africa
Ofek, Elie, and Ryan Johnson. "Nike Football: World Cup 2010 South Africa." Harvard Business School Case 511-060, May 2011. (Revised January 2013.)
- May–June 2011
- Article
The Uninvited Brand
By: Susan Fournier and Jill Avery
Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But, as more branding activity moves to the web, marketers are confronted...
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Keywords:
Marketing;
Brands;
Brand Building;
Brand Management;
Digital Marketing;
Advertising Campaigns;
Brands and Branding;
Marketing Communications;
Marketing Strategy;
Internet and the Web;
Social Media;
Advertising Industry;
Consumer Products Industry
Fournier, Susan, and Jill Avery. "The Uninvited Brand." Business Horizons 54, no. 3 (May–June 2011): 193–207.
- February 2011 (Revised November 2013)
- Case
The Cheezburger Network
By: John Deighton and Leora Kornfeld
Cheezburger Network was a Web publisher of humorous, user-contributed content, using social media for dissemination, and selling advertising against the traffic of 1 billion page views per quarter. In January 2011, it raised $30 million in venture capital for the...
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Keywords:
Budgets and Budgeting;
Digital Marketing;
Customer Relationship Management;
Venture Capital;
Emerging Markets;
Strategic Planning;
Sales;
Internet and the Web;
Publishing Industry;
Web Services Industry
Deighton, John, and Leora Kornfeld. "The Cheezburger Network." Harvard Business School Case 511-091, February 2011. (Revised November 2013.) (request a courtesy copy.)
- February 2011 (Revised December 2012)
- Case
The Ford Fiesta
By: John Deighton and Leora Kornfeld
Executives at Ford wondered if social media could be the marketing solution for the launch of the youth-oriented 2010 Fiesta. But with social media came a ceding of control. Some at the company believed that if Ford was going to move beyond its conservative brand image...
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Keywords:
Advertising Campaigns;
Digital Marketing;
Leadership;
Goals and Objectives;
Brands and Branding;
Marketing Strategy;
Product Launch;
Market Entry and Exit;
Standards;
Auto Industry
Deighton, John, and Leora Kornfeld. "The Ford Fiesta." Harvard Business School Case 511-117, February 2011. (Revised December 2012.) (request a courtesy copy.)
- December 2010
- Case
Digital Divide
By: Sunil Gupta
In November 2010, Charles Henry, chief marketing officer of a major consumer packaged goods company, was trying to convince his senior managers to enhance the digital presence of the company's brands by significantly increasing their online marketing budget. However,...
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Keywords:
Budgets and Budgeting;
Digital Marketing;
Marketing Communications;
Marketing Strategy;
Information Technology
Gupta, Sunil. "Digital Divide." Harvard Business School Case 511-092, December 2010.
- July 2010 (Revised December 2010)
- Case
Beohemija's Duel
By: Das Narayandas and Kerry Herman
Vladimir Joksic, Director of Marketing for Serbia's Beohemija, along with his marketing team has managed to grow Duel, the firm's soap powder offering from single digits to almost 40% of the Serbian market in just a few short years. He has used innovative and...
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- August 2009 (Revised August 2010)
- Case
Slanket: Responding to Snuggie's Market Entry
By: John A. Deighton and Leora Kornfeld
How does a pioneer in a new product category deal with the runaway success of a follower? Can search engine marketing and social media help? In 2008 Slanket CEO, Gary Clegg, found that his product, a blanket with sleeves, had been eclipsed by The Snuggie, another...
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Keywords:
Digital Marketing;
Brands and Branding;
Product Launch;
Market Entry and Exit;
Social and Collaborative Networks;
Internet and the Web
Deighton, John A., and Leora Kornfeld. "Slanket: Responding to Snuggie's Market Entry." Harvard Business School Case 510-034, August 2009. (Revised August 2010.)
- November 2008 (Revised August 2011)
- Case
UnME Jeans: Branding in Web 2.0
By: Thomas J. Steenburgh and Jill Avery
This case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video-sharing sites and encourages students to explore the opportunities and risks they present for brands. The case allows students to grapple with the strategic and...
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Keywords:
Digital Marketing;
Brands and Branding;
Marketing Communications;
Marketing Strategy;
Consumer Behavior;
Risk and Uncertainty;
Social and Collaborative Networks;
Internet and the Web;
Apparel and Accessories Industry
Steenburgh, Thomas J., and Jill Avery. "UnME Jeans: Branding in Web 2.0." Harvard Business School Case 509-035, November 2008. (Revised August 2011.)
- Article
Marketing in the Age of Web 2.0
By: Jill Avery
Web 2.0 technologies empower consumers to create their own personalized experiences on the web, and to share them with others. Hence, web content is democratized and consumers' experiences online are largely social rather than individualistic.
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Keywords:
Digital Marketing;
Internet;
Brands and Branding;
Marketing;
Marketing Communications;
Internet and the Web;
Social Media;
Consumer Products Industry;
Technology Industry
Avery, Jill. "Marketing in the Age of Web 2.0." Simmons Magazine, SOM Edition 90, no. 3 (Fall 2008): 21.
- October 2007 (Revised March 2008)
- Case
Dove: Evolution of a Brand
By: John A. Deighton
Examines the evolution of Dove from functional brand to a brand with a point of view after Unilever designated it as a masterbrand, and expanded its portfolio to cover entries into a number of sectors beyond the original bath soap category. The development causes the...
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Keywords:
History;
Expansion;
Marketing Strategy;
Social Marketing;
Digital Marketing;
Brands and Branding;
Consumer Products Industry;
Beauty and Cosmetics Industry
Deighton, John A. "Dove: Evolution of a Brand." Harvard Business School Case 508-047, October 2007. (Revised March 2008.) (request a courtesy copy.)
- June 2007 (Revised January 2008)
- Case
BBC Worldwide: Global Strategy
By: John A. Quelch and Carin-Isabel Knoop
In January 2007, John Smith, chief executive officer of BBC Worldwide (BBC WW), the commercial arm of the British Broadcasting Corporation (BBC), was preparing to meet with his senior managers to discuss BBC WW's global strategy options. BBC WW exploited and exported...
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Keywords:
Global Strategy;
Brands and Branding;
Marketing Channels;
Expansion;
Internet;
Media and Broadcasting Industry;
Great Britain
Quelch, John A., and Carin-Isabel Knoop. "BBC Worldwide: Global Strategy." Harvard Business School Case 507-034, June 2007. (Revised January 2008.)
- April 2007
- Teaching Note
iPod vs. Cell Phone: A Mobile Music Revolution? (TN)
By: David B. Yoffie
Teaching note to 707419.
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- August 2006 (Revised March 2008)
- Case
iPod vs. Cell Phone: A Mobile Music Revolution?
By: David B. Yoffie, Travis D. Merrill and Michael Slind
In 2006, a nascent market for music-enabled mobile phones was emerging to challenge Apple Computer's dominant position in the digital music industry. Through its iPod line of portable digital music devices and its iTunes Music Store, Apple controlled more than half of...
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Keywords:
Music Entertainment;
Emerging Markets;
Brands and Branding;
Sales;
Opportunities;
Price;
Business Model;
Mobile and Wireless Technology;
Digital Platforms;
Service Delivery;
Communications Industry;
Music Industry
Yoffie, David B., Travis D. Merrill, and Michael Slind. "iPod vs. Cell Phone: A Mobile Music Revolution?" Harvard Business School Case 707-419, August 2006. (Revised March 2008.)
- March 2006 (Revised February 2007)
- Case
Massive Incorporated (A)
By: Joseph B. Lassiter III, Clark Gilbert and Victoria Winston
How do you go to market with a brand new product in a new industry? How does a business develop an opportunity and then adapt its strategy to ensure success? Who are the early adopters and how does a business work with them? Katherine Hays, chief operating office at...
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Keywords:
Emerging Markets;
Product Launch;
Digital Marketing;
Business Startups;
Advertising Industry
Lassiter, Joseph B., III, Clark Gilbert, and Victoria Winston. "Massive Incorporated (A)." Harvard Business School Case 806-126, March 2006. (Revised February 2007.)
- October 2005 (Revised March 2006)
- Case
Strategic Inflection: TiVo in 2005
By: David B. Yoffie, Pai-Ling Yin and Barbara Mack
In the late 1990s, TiVo pioneered the digital video recorder (DVR), a new consumer electronics category. By 2005, the company was the clear leader in technology and installed base. It had also built extraordinary loyalty among its customers. However, TiVo lost a half...
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Keywords:
Technological Innovation;
Competition;
Partners and Partnerships;
Information Infrastructure;
Television Entertainment;
Brands and Branding;
Consumer Products Industry;
Electronics Industry
Yoffie, David B., Pai-Ling Yin, and Barbara Mack. "Strategic Inflection: TiVo in 2005." Harvard Business School Case 706-421, October 2005. (Revised March 2006.)
- June 2005
- Case
CarMax
By: Rajiv Lal and David Kiron
Carmax is the largest multi-market used car dealer in the U.S., and has no format-to-format competitor in the $375 billion used car market. CarMax is trying to do what some analysts believed to be impossible: sell used cars profitably on a national scale, and at the...
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- June 2002 (Revised October 2005)
- Case
Inside Intel Inside
By: Youngme E. Moon and Christina L. Darwall
In early 2002, Pamela Pollace, vice president and director of Intel's worldwide marketing operations, is debating whether the company should extend its "Intel Inside" branding campaign to non-PC product categories, such as cell phones and PDAs. The "Intel Inside"...
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Keywords:
Advertising Campaigns;
Growth and Development;
Brands and Branding;
Marketing Strategy;
Product Positioning;
Sales;
Expansion;
Competitive Advantage;
Semiconductor Industry;
Manufacturing Industry;
California
Moon, Youngme E., and Christina L. Darwall. "Inside Intel Inside." Harvard Business School Case 502-083, June 2002. (Revised October 2005.)
- November 2001 (Revised March 2002)
- Case
Digital Angel
By: Youngme E. Moon and Kerry Herman
Digital Angel is considering the appropriate marketing plan for the launch of its new locator device. The device, a watch and pager worn in combination, provides GPS location information and monitors heart rate and body temperature via body sensors. Parents of young...
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Keywords:
Information;
Safety;
Rights;
Market Entry and Exit;
Ethics;
Product Launch;
Brands and Branding;
Product Development
Moon, Youngme E., and Kerry Herman. "Digital Angel." Harvard Business School Case 502-021, November 2001. (Revised March 2002.)