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- August 2021
- Technical Note
Brand You: Crafting Your Personal Brand
By: Jill Avery and Rachel Greenwald
Selling oneself is something that we have to do every day in both professional and personal settings. We face it when we apply for a job, advocate for a promotion or a raise, vie for a leadership position, attempt to land a new client, write a dating profile, or meet a...
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- July 2021 (Revised July 2021)
- Case
Allianz Customer Centricity: Is Simplicity the Way Forward?
By: Eva Ascarza and Emilie Billaud
This case explores the tradeoffs between product personalization and simplicity as companies grow. The case presents an opportunity to understand whether and how each of these approaches enables and/or limits companies’ abilities to provide customer satisfaction while...
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- May 2021
- Teaching Note
THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)
By: Ayelet Israeli and Jill Avery
THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on...
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Keywords:
Data;
Data Analytics;
Artificial Intelligence;
AI;
AI Algorithms;
AI Creativity;
Fashion;
Retail;
Retail Analytics;
Digital Marketing;
E-commerce;
E-Commerce Strategy;
Platform;
Platforms;
Big Data;
Preference Elicitation;
Predictive Analytics;
App Development;
＂Marketing Analytics＂;
Advertising;
Mobile App;
Mobile Marketing;
Apparel;
Referral Rewards;
Referrals;
Female Ceo;
Female Entrepreneur;
Female Protagonist;
Data and Data Sets;
Analysis;
Creativity;
Marketing Strategy;
Brands and Branding;
Consumer Behavior;
Demand and Consumers;
Forecasting and Prediction;
Marketing Channels;
Online Advertising;
Online Technology;
Mobile Technology;
Fashion Industry;
Retail Industry;
Apparel and Accessories Industry;
Consumer Products Industry;
United States
- February 2021
- Case
Sarah Breedlove: Changing the World
By: Robert L. Simons and Max Saffer
This case describes the rise of Sarah Breedlove, who later called herself Madam C.J. Walker, from the cotton fields of Louisiana to the head of a successful, nationwide beauty company providing opportunity and hair care products to Black women. The case describes how...
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- January 2021 (Revised March 2021)
- Case
THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)
By: Jill Avery, Ayelet Israeli and Emma von Maur
THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on...
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Keywords:
Data;
Data Analytics;
Artificial Intelligence;
AI;
AI Algorithms;
AI Creativity;
Fashion;
Retail;
Retail Analytics;
Digital Marketing;
E-commerce;
E-Commerce Strategy;
Platform;
Platforms;
Big Data;
Preference Elicitation;
Preference Prediction;
Predictive Analytics;
App Development;
＂Marketing Analytics＂;
Advertising;
Mobile App;
Mobile Marketing;
Apparel;
Referral Rewards;
Referrals;
Female Ceo;
Female Entrepreneur;
Female Protagonist;
Data and Data Sets;
Analysis;
Creativity;
Marketing Strategy;
Brands and Branding;
Consumer Behavior;
Demand and Consumers;
Forecasting and Prediction;
Marketing Channels;
Online Advertising;
Online Technology;
Mobile Technology;
Fashion Industry;
Retail Industry;
Apparel and Accessories Industry;
Consumer Products Industry;
United States
- March 2020 (Revised May 2020)
- Case
Redefining Mogul
By: George Serafeim, Ethan Rouen and Sarah Gazzaniga
Tiffany Pham taught herself to code and created a technology platform, Mogul, with the goal of providing girls and women around the world with information and opportunities. After several years Mogul had reached more than 146 million women around the world and had...
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Keywords:
Women;
Inclusion;
Technology;
Branding;
Social Impact;
Entrepreneurship;
Online Technology;
Information;
Knowledge Dissemination;
Gender;
Diversity;
Brands and Branding;
Expansion;
Strategy;
Media;
Personal Development and Career;
Technology Industry;
Media and Broadcasting Industry;
United States
- March 2020
- Technical Note
Influencer Marketing
By: Jill Avery and Ayelet Israeli
Despite a heavy barrage of advertising, most consumers declare that their purchases are most influenced by the experiences, advice, and recommendations of others, and not by marketers. Interpersonal communication between and among consumers serves as a potent path for...
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- February 2020
- Case
Leading Change in Talent at L'Oréal
By: Lakshmi Ramarajan, Vincent Dessain and Emer Moloney
Jean-Claude Le Grand just stepped into a new role as Executive Vice-President for Human Resources at the global cosmetics company, L’Oréal. He is now responsible for the hiring, development, promotion, and retention of 83,000 employees worldwide. The highly successful...
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Keywords:
Advertising;
Business Headquarters;
Business Divisions;
Business Organization;
Change;
Change Management;
Transformation;
Competency and Skills;
Experience and Expertise;
Talent and Talent Management;
Demographics;
Diversity;
Gender;
Nationality;
Multinational Firms and Management;
Human Resources;
Employees;
Recruitment;
Retention;
Selection and Staffing;
Innovation and Management;
Jobs and Positions;
Employment;
Human Capital;
Leadership;
Leadership Development;
Leadership Style;
Leading Change;
Management Practices and Processes;
Marketing;
Brands and Branding;
Product Marketing;
Organizations;
Organizational Change and Adaptation;
Organizational Structure;
Personal Development and Career;
Planning;
Strategic Planning;
Problems and Challenges;
Networks;
Social Psychology;
Attitudes;
Power and Influence;
Social and Collaborative Networks;
Business Strategy;
Advertising Industry;
Beauty and Cosmetics Industry;
Consumer Products Industry;
France;
Paris
- 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...
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- November 2019 (Revised June 2020)
- Case
Shiseido Acquires Drunk Elephant
By: Jill Avery
On October 7, 2019, the Shiseido Group announced that it would acquire clean skincare brand Drunk Elephant for $845 million, a valuation of 8.5 times sales. Did Shiseido pay too much or too little for this brand asset? How much was the Drunk Elephant brand worth and...
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Keywords:
Personal Care;
Startup;
Brand Equity;
Brand Valuation;
Brand Value;
Brand Storytelling;
Brand Management;
Brands and Branding;
Valuation;
Marketing;
Marketing Strategy;
Mergers and Acquisitions;
Entrepreneurship;
Business Startups;
Beauty and Cosmetics Industry;
Consumer Products Industry;
United States;
Japan
- June 2019
- Case
Rachael Ray: Cooking Up a Brand
By: Boris Groysberg, Robin Abrahams and Kerry Herman
Rachael Ray built a remarkable career and brand, first as a cooking personality, and then as a lifestyle maven. This case explores her early career, decisions taken along the way, and the successes she achieved in publishing, television and as a spokesperson. As her...
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- December 2018 (Revised June 2019)
- Case
Wolfgang Puck: Setting the Table for the Future
By: Boris Groysberg and Matthew G. Preble
Chef Wolfgang Puck oversees a disparate business empire that includes fine dining restaurants, a catering business, and various licensed products that run from cookware, to soup, to fast-casual restaurants. His businesses activities are divided among three separate...
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- July 2018
- Case
Hironobu Tsujiguchi and His Sweet Revolution
By: Boris Groysberg and Naoko Jinjo
Hironobu Tsujiguchi, a Japanese chocolatier, had chosen an unusual path to success as a pastry chef. Instead of spending most of his time in his kitchen and focusing on one or two confectionery categories like most pastry chefs, he chose to work on diverse projects and...
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- December 2017 (Revised January 2018)
- Case
NatureSweet
By: Jose Alvarez, Forest Reinhardt and Natalie Kindred
This case describes the business model and workplace philosophy of NatureSweet, a privately owned, vertically integrated greenhouse grower and marketer of fresh tomatoes with sales across the United States and $329 million in 2016 revenues. CEO Bryant Ambelang treated...
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Keywords:
NatureSweet;
Tomatoes;
Agriculture;
Greenhouse;
Ambelang;
Cherry Tomatoes;
Incentives;
Worker Empowerment;
Empowerment;
Toyota Production System;
Leadership;
Branding;
Produce;
Manufacturing;
Organizational Change;
Agribusiness;
Business Model;
Employee Relationship Management;
Working Conditions;
Organizational Culture;
Success;
Problems and Challenges;
Agriculture and Agribusiness Industry;
Manufacturing Industry;
United States;
Mexico;
North America
- April 2017 (Revised December 2020)
- Case
Helena Rubinstein: Making Up the Modern Woman
By: Geoffrey Jones and Kathy Choi
This case examines the entrepreneurial career of Helena Rubinstein before 1938. Rubinstein is widely considered the single most important female entrepreneur in the United States in the 20th century. She was born in Poland but immigrated to Australia where she started...
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- March 2017
- Case
Swagbucks
By: Jeffrey F. Rayport and Matthew G. Preble
In early 2016, Chuck Davis, chairman and CEO of Prodege LLC, parent company of the brand promotion business Swagbucks, and Josef Gorowitz, Prodege’s founder and president, must decide whether to acquire MyPoints, a competitor to Swagbucks, after the company’s...
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Keywords:
Loyalty Management;
Scaling;
Scale;
Entrepreneurship;
Human Resources;
Employees;
Employee Relationship Management;
Organizational Change and Adaptation;
Organizational Culture;
Organizational Design;
Leading Change;
Growth Management;
Religion;
Technology;
Online Technology;
Internet;
Transition;
Leadership;
Web Services Industry;
Technology Industry;
United States
- Article
Does 'Liking' Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes
Does “liking” a brand on Facebook cause a person to view it more favorably? Or is “liking” simply a symptom of being fond of a brand? We disentangle these possibilities and find evidence for the latter: brand attitudes and purchasing are predicted by consumers’...
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- September 2016 (Revised April 2020)
- Case
Dwyane Wade
By: Anita Elberse and Jennifer Schoppe
In July 2016, while on his annual China tour to help promote the sportswear brand Li-Ning, basketball superstar Dwyane Wade and his long-time business manager, Lisa Joseph-Metelus, face a decision regarding one of his other business partnerships—that with the American...
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Keywords:
Branding;
Fashion;
Superstar;
Celebrity Endorsement;
Innovation;
Creative Industries;
Talent;
General Management;
Sports;
Entertainment;
Brands and Branding;
Marketing;
Management;
Strategy;
Personal Development and Career;
Consumer Products Industry;
Fashion Industry;
Sports Industry;
China
- June 7, 2016
- Comment
Can Brand Trump Win a Presidency?
By: John A. Quelch
In the marketplace, Brand Trump is authentic. It stands for aspiration and success, but more the ostentatious and flashy success that appeals to the newly wealthy, the entrepreneur, the outsider. For these consumers, brand Trump clearly delivers; Trump hotels, and...
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Keywords:
Brand;
Umbrella Brands;
Political Brands;
Political Campaigns;
Successful Brands;
Personal Brand;
Demographics;
History;
Information;
Innovation and Invention;
Leadership;
Management;
Marketing;
Outcome or Result;
Problems and Challenges;
Strategy;
Value;
Public Administration Industry;
Public Relations Industry;
United States
- December 2014 (Revised May 2019)
- Case
Bhutan: Governing for Happiness
By: Sophus A. Reinert, Thomas Humphrey and Benjamin Safran
Unique among the world’s countries, the Himalayan Kingdom of Bhutan had abandoned the traditional policy goal of increasing Gross Domestic Product (GDP) in favor of pursuing Gross National Happiness (GNH). Famously, Bhutan ranked highly on lists of the happiest...
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