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    • All HBS Web  (762)
      • Faculty Publications  (62)

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      The Merchandising of Leadership
      Jordan Marsh Co.: Merchandising Men's Tailored Clothing
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      • April 2020
      • Teaching Note

      Glossier: Co-Creating a Cult Brand with a Digital Community

      By: Jill Avery
      Teaching Note for HBS No. 519-022. Flush with cash from its Series C fundraise, cult beauty brand Glossier considers its next phase of growth, facing critical decisions on how to allocate its capital to support various marketing communications and distribution...  View Details
      Keywords: Digital Marketing; Crowdsourcing; Social Media; Crm; Startup; Direct-to-consumer; Dtc; Marketing; Marketing Strategy; Brands And Branding; Consumer Behavior; Customer Relationship Management; Venture Capital; Business Startups; Entrepreneurship; Beauty And Cosmetics Industry; United States
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      Avery, Jill. "Glossier: Co-Creating a Cult Brand with a Digital Community." Harvard Business School Teaching Note 520-099, April 2020.
      • December 2019
      • Case

      Walmart Ecommerce (B): Omnichannel Pursuits

      By: Ramon Casadesus-Masanell and Karen Elterman
      This case is an abridged version (part 2 of 2) of "Walmart's Omnichannel Strategy: Revolution or Miscalculation?" HBS Case No. 720-370. The (B) case describes Walmart’s omnichannel strategy in 2018 as it battled Amazon for online retail market share. Walmart aimed to...  View Details
      Keywords: Acquisition; Strategy; Online Technology; Distribution; Distribution Channels; Competitive Strategy; Retail Industry; Bentonville; Arkansas; United States
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      Casadesus-Masanell, Ramon, and Karen Elterman. "Walmart Ecommerce (B): Omnichannel Pursuits." Harvard Business School Case 720-426, December 2019.
      • August 2019
      • Case

      Walmart's Omnichannel Strategy: Revolution or Miscalculation?

      By: Ramon Casadesus-Masanell and Karen Elterman
      This case describes Walmart's omnichannel strategy in 2018 as it battled Amazon for online retail market share. The case discusses Walmart's early forays into online retail, as well as its 2018 strategy, which aimed to integrate Walmart's enormous brick and mortar...  View Details
      Keywords: Acquisition; Strategy; Online Technology; Distribution; Distribution Channels; Competition; Retail Industry; Bentonville; Arkansas; New Jersey; Seattle; United States
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      Casadesus-Masanell, Ramon, and Karen Elterman. "Walmart's Omnichannel Strategy: Revolution or Miscalculation?" Harvard Business School Case 720-370, August 2019.
      • April 2019 (Revised June 2019)
      • Case

      Wayfair

      By: Jeffrey F. Rayport, Susie L. Ma and Matthew G. Preble
      In 2016 Niraj Shah and Steve Conine, founders of online home goods retailer Wayfair, are faced with a decision about how to improve user experience on their e-commerce sites. A key driver of consumer interest and conversion to purchase in the home category is visual...  View Details
      Keywords: Visual Assets; Corporate Entrepreneurship; Decision Making; Business Or Company Management; Growth Management; Innovation And Invention; Operations; Strategy; Technology; Retail Industry; Service Industry; United States; Massachusetts
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      Rayport, Jeffrey F., Susie L. Ma, and Matthew G. Preble. "Wayfair." Harvard Business School Case 819-045, April 2019. (Revised June 2019.)
      • January 2019 (Revised October 2019)
      • Case

      Glossier: Co-Creating a Cult Brand with a Digital Community

      By: Jill Avery
      Glossier’s proclaimed strategy was “born from content; fueled by community.” The digital-first, direct-to-consumer beauty brand had experienced rapid growth, with sales up 600% in 2017 and a customer portfolio that grew by threefold. But, its founder, Emily Weiss, was...  View Details
      Keywords: Brands; Brand Management; Brand Communication; Retailing; E-commerce; Dtc; Influencer; Digital Marketing; Social Media; Startup; Internet Marketing; Big Data; Crowdsourcing; Growth And Development Strategy; Consumer Products Industry; Beauty And Cosmetics Industry; Retail Industry; United States; North America
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      Avery, Jill. "Glossier: Co-Creating a Cult Brand with a Digital Community." Harvard Business School Case 519-022, January 2019. (Revised October 2019.)
      • April 2018 (Revised November 2019)
      • Case

      JD: Envisioning the Future of Retail (A)

      By: Feng Zhu and Shirley Sun
      JD, China’s second largest e-commerce company by gross merchandise volume (GMV) after Alibaba, had expanded rapidly from 2012 to 2016. When the company celebrated its 13th birthday in 2017, Richard Liu, its founder, deliberated on the company’s growth strategies. The...  View Details
      Keywords: E-commerce; Growth And Development Strategy; Competitive Strategy; Retail Industry; China
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      Zhu, Feng, and Shirley Sun. "JD: Envisioning the Future of Retail (A)." Harvard Business School Case 618-051, April 2018. (Revised November 2019.)
      • October 2016 (Revised April 2018)
      • Case

      JCPenney: Back in Business

      By: Elie Ofek, K. Shelette Stewart and Christine Snively
      In 2016, JCPenney was in the midst of a multi-year turnaround after coming dangerously close to bankruptcy. Under CEO Marvin Ellison, the company had identified three strategic objectives—a focus on omnichannel, private label goods, and increasing revenue per...  View Details
      Keywords: Retail; Customer Management; Omnichannel; Turnarounds; Private Label; Promotions; Marketing Strategy; Brands And Branding; Customer Relationship Management; Goals And Objectives; Competition; Retail Industry; United States
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      Ofek, Elie, K. Shelette Stewart, and Christine Snively. "JCPenney: Back in Business." Harvard Business School Case 517-037, October 2016. (Revised April 2018.)
      • June 2016 (Revised July 2017)
      • 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...  View Details
      Keywords: Marketing; Brands And Branding; Brand Management; Luxury Brand; Marketing Strategy; Brand Positioning; Product Strategy; Retailing; Family Business; Pricing Strategy; Marketing; Brands And Branding; Marketing Strategy; Luxury; Apparel And Accessories Industry; Retail Industry; Consumer Products Industry; Fashion Industry; France; Europe
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      Avery, Jill, Tonia Junker, and Daniela Beyersdorfer. "Longchamp." Harvard Business School Case 316-086, June 2016. (Revised July 2017.)
      • May 2016
      • Case

      The Inexorable Rise of Walmart? 1988—2016

      By: John R. Wells and Gabriel Ellsworth
      In October 2015, Walmart surprised investors by announcing that it expected flat sales growth for 2015 and growth of only 3% to 4% over the coming three years. Profits would also fall due to significant investments in people and technology. The company’s stock price...  View Details
      Keywords: Asda; Costco; David Glass; Convenience Stores; Discount Retailing; Dollar Stores; Doug Mcmillon; E-commerce; Online Retail; General Merchandise; Grocery; Lee Scott; Mike Duke; Multichannel Retailing; Omnichannel; Neighborhood Market; Sam Walton; Sam's Club; Store Formats; Supercenter; Supermarket; Warehouse Clubs; merchandising; Walmart; Wal-mart; Globalized Firms And Management; Competitive Strategy; Corporate Strategy; Growth And Development Strategy; Business Units; Business Divisions; Business Growth And Maturation; Business Model; Business Organization; For-profit Firms; Film Entertainment; Television Entertainment; Banks And Banking; Price; Profit; Revenue; Food; Global Range; Cross-cultural And Cross-border Issues; Global Strategy; Business History; Compensation And Benefits; Employees; Human Capital; Labor Unions; Wages; Business Or Company Management; Goals And Objectives; Management Succession; Brands And Branding; Product Positioning; Distribution; Supply Chain; Supply Chain Management; Public Ownership; Problems And Challenges; Labor And Management Relations; Strategy; Adaptation; Business Strategy; Competition; Competitive Advantage; Diversification; Expansion; Segmentation; Information Technology; Internet; Mobile Technology; Online Technology; Web; Web Sites; Retail Industry; Food And Beverage Industry; Distribution Industry; Banking Industry; United States; Arkansas; Bentonville
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      Wells, John R., and Gabriel Ellsworth. "The Inexorable Rise of Walmart? 1988—2016." Harvard Business School Case 716-426, May 2016.
      • April 2016 (Revised December 2016)
      • Case

      The Container Store

      By: Tatiana Sandino, Zeynep Ton and Aldo Sesia
      The Container Store (TCS) is a Texas-based retailer of organization and storage solutions. The company prides itself in taking care of its employees first, and its cofounder and CEO Kip Tindell practices Conscious Capitalism. Since its beginnings in 1978, TCS grew to a...  View Details
      Keywords: Culture; Conscious Capitalism; merchandising; Customer Focus And Relationships; Growth And Development Strategy; Operations; Service Delivery; Going Public; Performance Evaluation; Performance Productivity; Retail Industry; United States
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      Sandino, Tatiana, Zeynep Ton, and Aldo Sesia. "The Container Store." Harvard Business School Case 116-020, April 2016. (Revised December 2016.)
      • November 2015
      • Case

      Katherine Schuler at Boxes & Bins, Inc.

      By: Linda A. Hill and James Kindley
      This case is about Katherine Schuler, soon to become senior vice president of marketing at a fast-growing retail organization, Boxes & Bins (B&B). Part of Schuler's success has been due to her "fit" into a company with clear values and principles. In particular, B&B...  View Details
      Keywords: Change Management; Personal Development And Career; Growth And Development Strategy; Retail Industry
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      Hill, Linda A., and James Kindley. "Katherine Schuler at Boxes & Bins, Inc." Harvard Business School Brief Case 916-501, November 2015.
      • October 2015
      • Case

      BandPage (A)

      By: Karim R. Lakhani, Colin Maclay and Greta Friar
      BandPage CEO James "J" Sider is about to receive results from BandPage's targeted advertising campaign on music streaming service Rhapsody and learn whether BandPage's strategy to improve ad click through rates and generate revenue has succeeded. BandPage, which began...  View Details
      Keywords: Music Industry; Digital Innovation; Digital Music; Digital Marketing; Mobile Marketing; Technological Innovation; Marketing Communications; Music Entertainment; Mobile Technology; Music Industry
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      Lakhani, Karim R., Colin Maclay, and Greta Friar. "BandPage (A)." Harvard Business School Case 616-015, October 2015.
      • February 2015 (Revised April 2016)
      • Case

      Quincy Apparel (A)

      By: Thomas R. Eisenmann and Lisa Mazzanti
      Quincy Apparel designs, manufactures and sells work apparel for young professional women that offers the fit and feel of high-end brands at a lower price. In late 2012, Quincy's cofounders are debating how to approach a crucial board meeting. Their seed-stage startup...  View Details
      Keywords: E-commerce; Retail; Failure; Online Retail; Women's Apparel; Entrepreneurship; Business Startups; Business Plan; Business Model; Entrepreneurship; Production; Retail Industry; Technology Industry; New York (city, Ny)
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      Eisenmann, Thomas R., and Lisa Mazzanti. "Quincy Apparel (A)." Harvard Business School Case 815-067, February 2015. (Revised April 2016.)
      • December 2013 (Revised October 2014)
      • Case

      The Munich Oktoberfest: From Local Tradition to Global Capitalism

      By: Juan Alcacer, Christian Bettinger and Andreas Philippi
      Oktoberfest, an annual festival held in Munich (Germany) for more than 200 years, has grown in recent decades into a hugely popular event that attracts 7 million visitors annually, a large proportion of which are foreign. In fact, Oktoberfest's global appeal is so...  View Details
      Keywords: Value Creation; Product Positioning; Marketing Channels; Global Strategy; Food And Beverage Industry; Ohio; Munich; Brazil; Bangalore; Beijing
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      Alcacer, Juan, Christian Bettinger, and Andreas Philippi. "The Munich Oktoberfest: From Local Tradition to Global Capitalism." Harvard Business School Case 714-439, December 2013. (Revised October 2014.)
      • December 2013
      • Case

      Clique Pens: The Writing Implements Division of U.S. Home

      By: Frank V. Cespedes and James Kindley
      The Clique Pens Writing Implements division of U.S. Home is a manufacturer of a full line of pens, pencils, markers, and art supplies. Despite solid sales, division president Elise Ferguson has seen gross margins drop from 42% in 2010 to just over 36% in 2012 as a...  View Details
      Keywords: Production; Marketing Strategy; Distribution Channels; Compensation And Benefits; Sales; Manufacturing Industry; Consumer Products Industry
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      Cespedes, Frank V., and James Kindley. "Clique Pens: The Writing Implements Division of U.S. Home." Harvard Business School Brief Case 914-525, December 2013.
      • 2013
      • Working Paper

      How Major League Baseball Clubs Have Commercialized Their Investment in Japanese Top Stars

      By: Isao Okada and Stephen A. Greyser

      When a Major League Baseball club signs a Japanese star player, it obviously tries to commercialize its investment in the player. The initial focus is on home attendance (ticket sales) and television audiences, plus merchandise sales. These elements are similar to...  View Details

      Keywords: Commercialization; Sports; Revenue; Sports Industry; Japan; United States
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      Okada, Isao, and Stephen A. Greyser. "How Major League Baseball Clubs Have Commercialized Their Investment in Japanese Top Stars." Harvard Business School Working Paper, No. 14-029, September 2013.
      • June 2013 (Revised September 2016)
      • Case

      Governance and Sustainability at Nike (A)

      By: Lynn S. Paine, Nien-he Hsieh and Lara Adamsons
      Two members of Nike's executive team must decide what sustainability targets to propose to Nike's CEO and to the corporate responsibility committee of Nike's board of directors. Set in 2012, the case traces the evolution of Nike's approach to environmental and social...  View Details
      Keywords: Nike; Hannah Jones; Mark Parker; Phil Knight; Philip Knight; Eric Sprunk; Jill Ker Conway; Phyllis Wise; Don Blair; Sustainable Business And Innovation; Sb&i; Flyknit; Dyecoo; Footwear; Athletic Footwear; Apparel; Athletic Apparel; Sustainability; Greenpeace; Detox Campaign; Dirty Laundry; Water; Water Use; Water Pollution; Water Resources; Corporate Responsibility Committee; Decision Choices And Conditions; Decisions; Ethics; Fairness; Globalized Firms And Management; Multinational Firms And Management; Globalized Markets And Industries; Governance; Corporate Accountability; Corporate Governance; Innovation And Invention; Innovation And Management; Innovation Leadership; Innovation Strategy; Goals And Objectives; Management Practices And Processes; Corporate Social Responsibility And Impact; Performance; Alignment; Supply Chain; Organizational Change And Adaptation; Judgment; Board Of Directors; Board Committees; Environmental And Social Sustainability; Footwear Industry; Decision Choices And Conditions; Decisions; Ethics; Fairness; Globalized Firms And Management; Multinational Firms And Management; Globalized Markets And Industries; Governance; Corporate Accountability; Corporate Governance; Innovation And Invention; Innovation And Management; Innovation Leadership; Innovation Strategy; Goals And Objectives; Management Practices And Processes; Corporate Social Responsibility And Impact; Performance; Alignment; Supply Chain; Organizational Change And Adaptation; Judgments; Apparel And Accessories Industry; Asia; China; United States; Oregon; Portland
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      Paine, Lynn S., Nien-he Hsieh, and Lara Adamsons. "Governance and Sustainability at Nike (A)." Harvard Business School Case 313-146, June 2013. (Revised September 2016.)
      • June 2013 (Revised September 2016)
      • Supplement

      Governance and Sustainability at Nike (B)

      By: Lynn S. Paine, Nien-he Hsieh and Lara Adamsons
      Two members of Nike's executive team must decide what sustainability targets to propose to Nike's CEO and to the corporate responsibility committee of Nike's board of directors. Set in 2012, the case traces the evolution of Nike's approach to environmental and social...  View Details
      Keywords: Nike; Hannah Jones; Mark Parker; Phil Knight; Philip Knight; Eric Sprunk; Jill Ker Conway; Phyllis Wise; Don Blair; Sustainable Business And Innovation; Sb&i; Flyknit; Dyecoo; Footwear; Athletic Footwear; Apparel; Athletic Apparel; Sustainability; Greenpeace; Detox Campaign; Dirty Laundry; Water; Water Use; Water Pollution; Water Resources; Corporate Responsibility Committee; Decision Choices And Conditions; Decisions; Ethics; Fairness; Globalized Firms And Management; Multinational Firms And Management; Globalized Markets And Industries; Governance; Corporate Accountability; Corporate Governance; Innovation And Invention; Innovation And Management; Innovation Leadership; Innovation Strategy; Goals And Objectives; Management Practices And Processes; Corporate Social Responsibility And Impact; Performance; Alignment; Supply Chain; Organizational Change And Adaptation; Judgment; Board Of Directors; Board Committees; Environmental And Social Sustainability; Footwear Industry; Decision Choices And Conditions; Decisions; Ethics; Fairness; Globalized Firms And Management; Multinational Firms And Management; Globalized Markets And Industries; Governance; Corporate Accountability; Corporate Governance; Innovation And Invention; Innovation And Management; Innovation Leadership; Innovation Strategy; Goals And Objectives; Management Practices And Processes; Corporate Social Responsibility And Impact; Performance; Alignment; Supply Chain; Organizational Change And Adaptation; Judgments; Apparel And Accessories Industry; Asia; China; United States; Oregon; Portland
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      Paine, Lynn S., Nien-he Hsieh, and Lara Adamsons. "Governance and Sustainability at Nike (B)." Harvard Business School Supplement 313-147, June 2013. (Revised September 2016.)
      • July 2012 (Revised July 2015)
      • Case

      Nalli Silk Sarees (A)

      By: V.G. Narayanan, Namrata Arora and Vidhya Muthuram
      Nalli Silk Sarees Private Limited was a family owned and operated business that retailed Indian ethnic wear. This 83-year-old company had enjoyed impressive growth with a $95 million turnover, a 22-store retail footprint, and had outdone its competitors by being the...  View Details
      Keywords: Price; Strategy; Apparel And Accessories Industry; India
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      Narayanan, V.G., Namrata Arora, and Vidhya Muthuram. "Nalli Silk Sarees (A)." Harvard Business School Case 113-004, July 2012. (Revised July 2015.)
      • July 2010 (Revised March 2011)
      • Case

      A&M/Octone Records: All Rights or Nothing?

      By: Anita Elberse, Elie Ofek and Caren Kelleher
      In April 2008, after successfully transitioning Octone Records to Universal Music Group and relaunching the label as A&M/Octone Records, president and CEO James Diener is facing a new challenge. Diener and his executive team have trouble convincing a new, promising...  View Details
      Keywords: Talent And Talent Management; Intellectual Property; Contracts; Rights; Product Marketing; Product Development; Technology; Music Industry
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      Elberse, Anita, Elie Ofek, and Caren Kelleher. "A&M/Octone Records: All Rights or Nothing?" Harvard Business School Case 511-031, July 2010. (Revised March 2011.)
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