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- May 2022
- Case
Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign
This case provides an overview of “Franz for Life,” an advertising campaign that independent advertising agency Mekanism created and executed to revitalize the brand image of Franzia, a low-cost boxed wine. For several years, Franzia’s popularity declined among...
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Keywords:
Marketing;
Brands and Branding;
Marketing Strategy;
Digital Marketing;
Social Marketing;
Marketing Communications;
Product Positioning;
Food and Beverage Industry;
Advertising Industry;
United States
Amano, Tomomichi, Elie Ofek, Mengjie Cheng, and Amy Klopfenstein. "Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign." Harvard Business School Case 522-055, May 2022.
- March 2022
- Teaching Note
Supreme: Remaining Cool While Pursuing Growth
By: Jill Avery and Sandrine Crener
Teaching Note for HBS Case No. 522-006. 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...
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- December 2021 (Revised September 2022)
- Case
Moleskine: Daniela Riccardi Turns the Page
By: Ryan Raffaelli and Sarah Gulick
Newly appointed CEO Daniela Riccardi needed to develop and present an action plan to the board of the company that owned Moleskine. Riccardi was hired because Moleskine had recently overextended its reach and needed more focus and discipline. Having previously served...
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Keywords:
Rebranding;
Brands and Branding;
Organizational Change and Adaptation;
Operations;
Planning;
Retail Industry;
Italy
Raffaelli, Ryan, and Sarah Gulick. "Moleskine: Daniela Riccardi Turns the Page." Harvard Business School Case 422-044, December 2021. (Revised September 2022.)
- 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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Keywords:
Mergers & Acquisitions;
Luxury Brand;
COVID-19 Pandemic;
Mergers and Acquisitions;
Health Pandemics;
Lawsuits and Litigation;
Consumer Products Industry;
United States;
Europe
Gilson, Stuart C., and Sarah L. Abbott. "The Wolf in Cashmere: LVMH's Bid to Acquire Tiffany." Harvard Business School Case 222-054, November 2021.
- October 2021 (Revised September 2022)
- Case
GoPro: Becoming a Subscription Hero
By: Elie Ofek, Marco Bertini and Nicole Tempest Keller
In 2021, Nick Woodman, founder and CEO of GoPro, was reviewing the company’s subscription offering, considering whether to extend it beyond benefits that were directly related to the company’s iconic camera. Founded in 2002, GoPro had gained renown for its innovative...
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Keywords:
Subscription Model;
Pricing;
Lifestyle Brands;
Value Proposition;
Business Model;
Growth and Development Strategy;
Marketing Strategy;
Consumer Products Industry;
California
Ofek, Elie, Marco Bertini, and Nicole Tempest Keller. "GoPro: Becoming a Subscription Hero." Harvard Business School Case 522-022, October 2021. (Revised September 2022.)
- 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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Keywords:
Marketing;
Brands and Branding;
Luxury;
Marketing Strategy;
Consumer Behavior;
Growth Management;
Fashion Industry;
Retail Industry;
United States;
North America
Avery, Jill, Sandrine Crener, Marie-Cecile Cervellon, and Ranjit Thind. "Supreme: Remaining Cool While Pursuing Growth." Harvard Business School Case 522-006, July 2021. (Revised January 2022.)
- May 2020 (Revised July 2020)
- Teaching Note
Brand Activism: Nike and Colin Kaepernick
By: Jill Avery and Koen Pauwels
Teaching Note for HBS Case No. 519-046. Nike’s selection of politically polarizing Colin Kaepernick as the spokesperson for the thirtieth anniversary of its iconic “Just Do It” campaign catapulted the brand into the media spotlight and made it a political flashpoint...
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- March 2020 (Revised July 2022)
- Case
Levi Strauss (A): A Pioneer Lost in the Wilderness
By: Joshua Margolis, Ashish Nanda, Margaret Cross, Imran Manji and Bismah Rahmat
In 2011, newly appointed CEO Chip Bergh needed to urgently turn around the iconic but floundering denim apparel firm, Levi Strauss & Co. (LS&Co.) Famous for its blue jeans, LS&Co. had suffered a decline in revenue of 29% from $6.8 billion in 1997 to $4.8 billion in...
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- February 2019
- Teaching Note
Haier in the U.S.: Transforming GE Appliances
By: Rosabeth Moss Kanter and Jonathan Cohen
Chinese appliance company Haier's 2016 acquisition of iconic GE Appliances ushered in strategic and structural changes to encourage innovation and entrepreneurship at the U.S. company, and to help it grow. Haier, which had a model designed to bring the company closer...
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- January 2019 (Revised January 2021)
- Case
The Louvre
By: Rohit Deshpandé, Francois-Lucien Vulliermet and Daniela Beyersdorfer
Once a royal residence and today one of the most photographed Parisian landmarks, the Louvre, home of iconic masterpieces, was the world’s largest and most visited museum in 2017. Its President Director Jean-Luc Martinez had since 2013 spearheaded its development and...
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Keywords:
Customer-centricity;
Cultural Organizations;
Museum;
Brand;
Customer Focus and Relationships;
Mission and Purpose;
Culture;
Education;
Brands and Branding;
Marketing;
Fine Arts Industry
Deshpandé, Rohit, Francois-Lucien Vulliermet, and Daniela Beyersdorfer. "The Louvre." Harvard Business School Case 519-045, January 2019. (Revised January 2021.)
- December 2018 (Revised September 2019)
- Case
Brand Activism: Nike and Colin Kaepernick
By: Jill Avery and Koen Pauwels
Nike's selection of politically polarizing Colin Kaepernick as the spokesperson for the 30th anniversary of its iconic "Just Do It" campaign catapulted the brand into the media spotlight and made it a political flashpoint for consumers across America. Would the choice...
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Keywords:
Digital Marketing;
Entertainment;
Politics;
Activism;
Brand Equity;
Marketing;
Marketing Strategy;
Brands and Branding;
Marketing Communications;
Sports;
Advertising;
Social Media;
Apparel and Accessories Industry;
Sports Industry;
Consumer Products Industry;
United States;
North America
Avery, Jill, and Koen Pauwels. "Brand Activism: Nike and Colin Kaepernick." Harvard Business School Case 519-046, December 2018. (Revised September 2019.)
- September 2018
- Case
Haier in the U.S.: Transforming GE Appliances
By: Rosabeth Moss Kanter and Jonathan Cohen
Chinese appliance company Haier's 2016 acquisition of iconic GE Appliances (GEA) ushered in strategic and structural changes to encourage innovation and entrepreneurship at the U.S. company and to help it grow. Haier, which had a model designed to bring the company...
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Keywords:
Iconic Brands;
Appliances;
Digital;
Innovation;
Entrepreneur;
Microenterprise;
Management;
Entrepreneurship;
Transformation;
Innovation and Management;
Acquisition;
Consumer Products Industry;
United States;
China
Kanter, Rosabeth Moss, and Jonathan Cohen. "Haier in the U.S.: Transforming GE Appliances." Harvard Business School Case 319-044, September 2018.
- April 2018 (Revised April 2020)
- Case
Coco Chanel: From Fashion Icon to Nazi Agent
By: Geoffrey Jones and Emily Grandjean
This case describes the career of the iconic French fashion designer Coco Chanel who created a transformational business during the first half of the 20th century. Beginning in her early adulthood, Chanel leveraged relationships with acquaintances, friends, and...
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Keywords:
Business History;
Biography;
Entrepreneurship;
Relationships;
Brands and Branding;
Ethics;
Fashion Industry;
Apparel and Accessories Industry
Jones, Geoffrey, and Emily Grandjean. "Coco Chanel: From Fashion Icon to Nazi Agent." Harvard Business School Case 318-139, April 2018. (Revised April 2020.)
- Article
Offline Showrooms in Omni-channel Retail: Demand and Operational Benefits
By: David R. Bell, Santiago Gallino and Antonio Moreno
Omnichannel environments where customers shop online and offline at the same retailer are ubiquitous and are deployed by online-first and traditional retailers alike. We focus on the relatively understudied domain of online-first retailers and the engagement of a key...
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Keywords:
Experience Attributes;
Marketing–operations Interface;
Omnichannel Retailing;
Quasi-experimental Methods;
Retail Operations;
Showrooms;
Marketing Channels;
Demand and Consumers;
Performance Efficiency;
Retail Industry
Bell, David R., Santiago Gallino, and Antonio Moreno. "Offline Showrooms in Omni-channel Retail: Demand and Operational Benefits." Management Science 64, no. 4 (April 2018): 1629–1651. (Winner of the 2014 POMS Applied Research Challenge. Workshop on Information Systems Economics Overall Best Paper Award 2014.)
- December 2017 (Revised January 2018)
- Teaching Note
Bega Cheese: Bidding to Bring Vegemite Back Home
By: Benjamin C. Esty, Lauren G. Pickle and Greg Saldutte
In January 2017, the leadership team of Bega Cheese—the Australian dairy company—was considering a bid for Mondelēz International’s Australia and New Zealand (ANZ) grocery business which included several leading consumer brands such as Vegemite, the iconic Australian...
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Keywords:
Mergers & Acquisitions;
Value Drivers;
Discounted Cash Flow (DCF);
Dairy Industry;
Corporate Scope;
Diversification;
Consumer Goods;
Iconic Brands;
Australia;
Corporate Finance;
Bidding Strategy;
Cross Border;
Financing;
Mergers and Acquisitions;
Valuation;
Value Creation;
Business Divisions;
Capital Structure;
Food;
Bids and Bidding;
Consumer Products Industry;
Food and Beverage Industry;
Australia;
United States
Ivashina, Victoria, Alexey Tuzikov, and Abhijit Tagade. "Valuation Techniques in Private Equity: LBO Model." Harvard Business School Background Note 218-106, June 2018.
- December 2017 (Revised January 2022)
- Supplement
Bega Cheese: Bidding to Bring Vegemite Back Home
By: Benjamin C. Esty and Lauren G. Pickle
In January 2017, the leadership team of Bega Cheese—the Australian dairy company—was considering a bid for Mondelēz International’s Australia and New Zealand (ANZ) grocery business which included several leading consumer brands including Vegemite, the iconic Australian...
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Keywords:
Mergers & Acquisitions;
Value Drivers;
Discounted Cash Flow (DCF);
Dairy Industry;
Corporate Scope;
Consumer Goods;
Iconic Brands;
Bidding Strategy;
Cross Border;
Financing;
Mergers and Acquisitions;
Valuation;
Value Creation;
Business Divisions;
Capital Structure;
Food;
Bids and Bidding;
Diversification;
Brands and Branding;
Corporate Finance;
Consumer Products Industry;
Food and Beverage Industry;
Australia;
United States
- December 2017
- Supplement
Bega Cheese: Bidding to Bring Vegemite Back Home
By: Benjamin C. Esty and Lauren G. Pickle
In January 2017, the leadership team of Bega Cheese—the Australian dairy company—was considering a bid for Mondelēz International’s Australia and New Zealand (ANZ) grocery business which included several leading consumer brands (Vegemite—the iconic Australian spread,...
View Details
Keywords:
Mergers & Acquisitions;
Value Drivers;
Discounted Cash Flow (DCF);
Dairy Industry;
Corporate Scope;
Diversification;
Consumer Goods;
Iconic Brands;
Australia;
Corporate Finance;
Bidding Strategy;
Cross Border;
Mergers and Acquisitions;
Valuation;
Value Creation;
Business Divisions;
Capital Structure;
Food;
Bids and Bidding;
Retail Industry;
Consumer Products Industry;
Food and Beverage Industry;
Australia;
United States
- December 2017 (Revised February 2021)
- Case
Bega Cheese: Bidding to Bring Vegemite Back Home
By: Benjamin C. Esty and Lauren G. Pickle
In January 2017, the leadership team of Bega Cheese—the Australian dairy company—was considering a bid for Mondelēz International’s Australia and New Zealand (ANZ) grocery business, which included several leading consumer brands such as Vegemite, the iconic Australian...
View Details
Keywords:
Mergers & Acquisitions;
Value Drivers;
Discounted Cash Flow (DCF);
Dairy Industry;
Corporate Scope;
Consumer Goods;
Iconic Brands;
Bidding Strategy;
Cross Border;
Financing;
Mergers and Acquisitions;
Valuation;
Value Creation;
Diversification;
Business Divisions;
Corporate Finance;
Capital Structure;
Food;
Bids and Bidding;
Consumer Products Industry;
Food and Beverage Industry;
Australia;
United States
Esty, Benjamin C., and Lauren G. Pickle. "Bega Cheese: Bidding to Bring Vegemite Back Home." Harvard Business School Case 218-001, December 2017. (Revised February 2021.)
- January 2017
- Teaching Note
The Park Hotels: Revitalizing an Iconic Indian Brand
By: Jill Avery and Chekitan S. Dev
Priya Paul, chairwoman of The Park Hotels, an award-winning portfolio of thirteen boutique hotels scattered across India, was in the midst of a brand revitalization program. Landor Associates, a leading brand consultancy, had identified three areas of concern: the...
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- June 2016 (Revised November 2021)
- Case
Longchamp
By: Jill Avery, Tonia Junker and Daniela Beyersdorfer
Longchamp’s Le Pliage is one of the fashion world’s most successful products, a cultural icon across the globe. But managing the low priced, nylon handbag is challenging as Longchamp tries to move its brand upmarket into higher priced, luxury leather goods. How much...
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Keywords:
Brand Management;
Luxury Brand;
Brand Positioning;
Product Strategy;
Retailing;
Pricing Strategy;
Marketing;
Brands and Branding;
Marketing Strategy;
Luxury;
Family Business;
Price;
Strategy;
Apparel and Accessories Industry;
Retail Industry;
Consumer Products Industry;
Fashion Industry;
France;
Europe
Avery, Jill, Tonia Junker, and Daniela Beyersdorfer. "Longchamp." Harvard Business School Case 316-086, June 2016. (Revised November 2021.)