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      • 2022
      • Chapter

      Capitalism and the Environment

      By: Geoffrey Jones
      Capitalism drove the environmental decimation of the planet. The environment was seen as a free good, while the consequences of dirty industrial and agricultural processes were seen as external to the firm. Public policies largely allowed this to happen, as politicians...  View Details
      Keywords: History; Environment; Sustainability; Capitalism; Ethics; Business History; Environmental Sustainability; Green Technology; Pollution; Climate Change
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      Jones, Geoffrey. "Capitalism and the Environment." Chap. 8 in Evolutions of Capitalism: Historical Perspectives: 1200–2000, edited by Catherine Casson and Philipp Robinson Rössner, 187–211. Bristol, United Kingdom: Bristol University Press, 2022.
      • February 2021 (Revised March 2022)
      • Case

      TikTok in 2020: Super App or Supernova?

      By: Jeffrey F. Rayport, Dan Maher and Dan O'Brien
      TikTok’s parent company, ByteDance, was launched in 2012 around a simple idea – helping users entertain themselves on their smartphones while on the Beijing Subway. In less than a decade, it had become one of the world’s most valuable private companies, with investors...  View Details
      Keywords: Business Model; Business Startups; Business Organization; Change Management; Disruption; Cross-Cultural and Cross-Border Issues; Global Strategy; Health Pandemics; Innovation Strategy; Growth and Development Strategy; Growth Management; Brands and Branding; Marketing Strategy; Marketing Channels; Network Effects; Digital Platforms; Product Design; Product Development; Partners and Partnerships; Opportunities; Social Issues; Mobile and Wireless Technology; Internet and the Web; Value Creation; United States; China
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      Rayport, Jeffrey F., Dan Maher, and Dan O'Brien. "TikTok in 2020: Super App or Supernova?" Harvard Business School Case 821-087, February 2021. (Revised March 2022.)
      • July 2020 (Revised April 2022)
      • Case

      Paris Saint-Germain: Building One of the World's Top Sports Brands

      By: Anita Elberse and David Moreno Vicente
      In March 2020, Nasser Al-Khelaifi, the president of French soccer club Paris Saint-Germain (‘PSG’) sees his team clinch a spot among the last eight clubs to compete in the UEFA Champions League. Established in 1970 and initially a club with only moderate success, PSG’s...  View Details
      Keywords: Soccer; Football; Superstars; Talent; Talent Development; General Management; Sports; Entertainment; Media; Talent and Talent Management; Globalization; Brands and Branding; Marketing; Strategy; Sports Industry; Europe
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      Elberse, Anita, and David Moreno Vicente. "Paris Saint-Germain: Building One of the World's Top Sports Brands." Harvard Business School Case 521-006, July 2020. (Revised April 2022.)
      • June 2020
      • Teaching Note

      Brand Storytelling at Shinola

      By: Jill Avery, Giana M. Eckhardt and Michael Beverland
      Detroit, Michigan, aka “The Motor City,” is known as the birthplace of most of the American classic automotive brands. It is a city filled with the rich history of the industrial age, the pride of American manufacturing, and of the soulful sounds of Motown music. It is...  View Details
      Keywords: Brand Storytelling; Brand Management; Brand Management Of Places; Luxury Brand; Marketing; Brands and Branding; Marketing Communications; Advertising; Luxury; Marketing Strategy; Consumer Products Industry; United States
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      Avery, Jill, Giana M. Eckhardt, and Michael Beverland. "Brand Storytelling at Shinola." Harvard Business School Teaching Note 520-127, June 2020.
      • May 2020 (Revised August 2020)
      • Case

      Brand Storytelling at Shinola

      By: Jill Avery, Giana M. Eckhardt and Michael B. Beverland
      Detroit, Michigan, aka “The Motor City,” is most known as the birthplace of most of the American classic automotive brands. It is a city filled with the rich history of the industrial age, the pride of American manufacturing, and of the soulful sounds of Motown music....  View Details
      Keywords: Marketing; Brands and Branding; Marketing Communications; Advertising; Luxury; Consumer Products Industry; Apparel and Accessories Industry; Retail Industry; Detroit; United States; North America
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      Avery, Jill, Giana M. Eckhardt, and Michael B. Beverland. "Brand Storytelling at Shinola." Harvard Business School Case 520-102, May 2020. (Revised August 2020.)
      • April 29, 2020
      • Article

      The Case for AI Insurance

      By: Ram Shankar Siva Kumar and Frank Nagle
      When organizations place machine learning systems at the center of their businesses, they introduce the risk of failures that could lead to a data breach, brand damage, property damage, business interruption, and in some cases, bodily harm. Even when companies are...  View Details
      Keywords: Artificial Intelligence; Machine Learning; Internet and the Web; Safety; Insurance; AI and Machine Learning; Cybersecurity
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      Kumar, Ram Shankar Siva, and Frank Nagle. "The Case for AI Insurance." Harvard Business Review Digital Articles (April 29, 2020).
      • 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...  View Details
      Keywords: Women; Inclusion; Technology; Branding; Social Impact; Entrepreneurship; Internet and the Web; Information; Knowledge Dissemination; Gender; Diversity; Brands and Branding; Expansion; Strategy; Media; Personal Development and Career; Technology Industry; Media and Broadcasting Industry; United States
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      Serafeim, George, Ethan Rouen, and Sarah Gazzaniga. "Redefining Mogul." Harvard Business School Case 120-043, March 2020. (Revised May 2020.)
      • January 2020 (Revised March 2020)
      • Case

      LOLA: Do You Know What's in Your Tampon?

      By: Leonard A. Schlesinger and Aldo Sesia
      LOLA is a direct-to-consumer (DTC) business launched in 2015. What started as a company to provide women with organic and transparent material-labeled tampons via a subscription model, had, by 2019 evolved to include additional menstrual and sexual wellness products....  View Details
      Keywords: Direct-to-consumer; Channels; Disruption; Business Model; Brands and Branding; Internet and the Web; Strategy; Retail Industry; United States; Canada
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      Schlesinger, Leonard A., and Aldo Sesia. "LOLA: Do You Know What's in Your Tampon?" Harvard Business School Case 320-015, January 2020. (Revised March 2020.)
      • October 2019 (Revised February 2020)
      • Case

      Relevent and LaLiga: Bringing Spanish Soccer to America

      By: Anita Elberse and David Moreno Vicente
      “Barcelona backs out of proposed LaLiga match in Miami.” It is December 2018, and Daniel Sillman, chief executive officer of sports and entertainment company Relevent, is tasked with finding a way forward after a significant setback. Relevent had found success by...  View Details
      Keywords: Soccer; Football; Superstars; Talent; Talent Development; General Management; Marketing; Entertainment; Sports; Media; Talent and Talent Management; Globalization; Strategy; Sports Industry
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      Elberse, Anita, and David Moreno Vicente. "Relevent and LaLiga: Bringing Spanish Soccer to America." Harvard Business School Case 520-021, October 2019. (Revised February 2020.)
      • January 2019 (Revised October 2020)
      • Technical Note

      Brand Storytelling

      By: Jill Avery
      Marketers have long appreciated the value and power of storytelling. Stories fill brands with resonant and relevant meaning and empower brands to serve as critical elements in the lives of consumers. Mastering the art of brand storytelling is an increasingly important...  View Details
      Keywords: Brand Communication; Brand Management; Brand Storytelling; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Advertising; Consumer Behavior; Consumer Products Industry
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      Avery, Jill. "Brand Storytelling." Harvard Business School Technical Note 519-049, January 2019. (Revised October 2020.)
      • November 2018 (Revised February 2019)
      • Case

      Israel at 70: Is it Possible to (re)Brand a Country?

      By: Elie Ofek and Sarah Gulick
      In the spring of 2018, Israel was set to celebrate its 70th anniversary. While there was much to rejoice in reaching this milestone, the country’s brand image internationally was far from ideal. Past efforts to impact perceptions of Israel, spearheaded by the Ministry...  View Details
      Keywords: Branding; Brand Management Of Places; Nation Branding; Brand Positioning; Public Diplomacy; Marketing Communication; Brands and Branding; Marketing Communications; Perception; Change; Israel
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      Ofek, Elie, and Sarah Gulick. "Israel at 70: Is it Possible to (re)Brand a Country?" Harvard Business School Case 519-006, November 2018. (Revised February 2019.)
      • October 2018 (Revised July 2019)
      • Technical Note

      The Brand Management of Places

      By: E. Ofek and Nathaniel Schwalb
      The brand management of places, such as countries, cities and regions, has received increasing attention in recent years. The associations, impressions and reputations that people have of a certain place can have a big impact in a number of areas – from tourism, to...  View Details
      Keywords: Place Brand; Destination Brand; Nation Brand; Public Diplomacy; Brands and Branding; Management; Perception; Public Opinion
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      Ofek, E., and Nathaniel Schwalb. "The Brand Management of Places." Harvard Business School Technical Note 519-007, October 2018. (Revised July 2019.)
      • June 2018
      • Case

      Relax (Boston): Innovating and Growing an Entrepreneurial Business

      By: Paul Marshall and Carole Carlson
      The Relax case traces the history of a massage services company from its founding in 2007 to mid-2017, when it is considering the best strategy for growth and an acquisition. The company's owner and top managers wonder how the firm should reorganize to cope with the...  View Details
      Keywords: Growth and Development Strategy; Growth Management; Acquisition; Brands and Branding; Entrepreneurship; Organizational Design
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      Marshall, Paul, and Carole Carlson. "Relax (Boston): Innovating and Growing an Entrepreneurial Business." Harvard Business School Brief Case 918-523, June 2018.
      • February 2018 (Revised March 2018)
      • Case

      Kickstarting Tomato Jos in Nigeria

      By: Sophus A. Reinert and Risa Kavalercik
      In the spring of 2016, Mira Mehta (HBS 2014), faced a difficult decision. Following a successful Kickstarter campaign and winning the second place in the HBS New Venture Competition—Social Enterprise Track, she had moved to Northern Nigeria, where she founded the...  View Details
      Keywords: Nigeria; Entrepreneurs; Import Substitution; China In Africa; Killer Tomato Paste; Mira Mehta; Tomato Jos; Developing Countries and Economies; Social Entrepreneurship; Cross-Cultural and Cross-Border Issues; Government Legislation; Business History; Emerging Markets; Business and Government Relations; Agriculture and Agribusiness Industry; Nigeria
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      Reinert, Sophus A., and Risa Kavalercik. "Kickstarting Tomato Jos in Nigeria." Harvard Business School Case 718-027, February 2018. (Revised March 2018.)
      • June 2017 (Revised December 2017)
      • Case

      CJ E&M: KCON Goes Global

      By: Elie Ofek and Michael Norris
      In January of 2017, CJ Entertainment & Media (E&M) proudly announced that it will be holding its first ever KCON in Mexico City just two months later. CJ Group Chairman Jay Lee and Vice Chairwoman Miky Lee are pleased at the progress that KCON, a Korean-oriented music...  View Details
      Keywords: Music Entertainment; Cultural Entrepreneurship; Growth and Development Strategy; Food; Music Industry; Entertainment and Recreation Industry; Food and Beverage Industry
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      Ofek, Elie, and Michael Norris. "CJ E&M: KCON Goes Global." Harvard Business School Case 517-083, June 2017. (Revised December 2017.)
      • February 2017 (Revised April 2018)
      • Case

      Kameda Seika: Cracking the U.S. Market

      By: Elie Ofek, Nobuo Sato and Akiko Kanno
      In spring 2016, Kameda’s CEO, Michiyasu Tanaka, is facing difficult questions from board members over the lackluster performance of the company’s U.S. subsidiary. Kameda was the leading player in the Japanese rice cracker market and was looking to expand overseas to...  View Details
      Keywords: Marketing Strategy; Growth and Development Strategy; Adaptation; Performance Improvement; Food and Beverage Industry; Manufacturing Industry; Japan; United States
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      Ofek, Elie, Nobuo Sato, and Akiko Kanno. "Kameda Seika: Cracking the U.S. Market." Harvard Business School Case 517-095, February 2017. (Revised April 2018.)
      • November 2016 (Revised February 2017)
      • Case

      BrightStar Care: The Evolution of a Leadership Team

      By: Boris Groysberg, Colleen Ammerman and John D. Vaughan
      BrightStar Care was a rapidly growing franchise of home health care agencies. Founded by husband and wife team JD and Shelly Sun as a single agency near Chicago in 2002, BrightStar had opened nearly 300 franchises across the United States by 2016, generating over $300...  View Details
      Keywords: Health Care Services; Entrepreneurs; Board Of Directors; Boards Of Directors; Health Care Industry; Growth Strategy; Organizational Change; Brand Positioning; Entrepreneurial Organizations; Entrepreneurial Management; Franchising; Family-owned Business; Home Health Care; Managing Growth; Management Styles; Organizational Development; Talent Management; Women Executives; Women And Leadership; Business Startups; Family Business; Small Business; Talent and Talent Management; Governing and Advisory Boards; Health Care and Treatment; Human Capital; Leadership Development; Leadership Style; Business or Company Management; Growth and Development Strategy; Management Analysis, Tools, and Techniques; Management Skills; Management Style; Management Succession; Management Systems; Management Teams; Brands and Branding; Marketing Strategy; Strategy
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      Groysberg, Boris, Colleen Ammerman, and John D. Vaughan. "BrightStar Care: The Evolution of a Leadership Team." Harvard Business School Case 417-020, November 2016. (Revised February 2017.)
      • June 17, 2016
      • Comment

      Companies Need to Start Marketing Security to Customers

      By: John A. Quelch
      Recent events in Orlando underscore an important marketing truth: consumer safety and security are mission critical. A popular nightclub, Pulse, known as a safe place for the LGBT community, is put out of business at least temporarily by a terrorist act. Not far away...  View Details
      Keywords: Consumer Safety; Public Safety; Brand Attraction; Risk Management; Safe Environment Benefit; Marketing Safety; Global Brands; Advertising; Change Management; Disruption; Volatility; Crime and Corruption; Customers; Music Entertainment; Animation Entertainment; Film Entertainment; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Consumer Behavior; Problems and Challenges; Safety; Corporate Strategy; Business Strategy; Entertainment and Recreation Industry; Tourism Industry; Travel Industry; United States
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      Quelch, John A. "Companies Need to Start Marketing Security to Customers." Harvard Business School Working Knowledge (June 17, 2016). (Republished by Fortune.com as "What the Orlando Tragedies Can Teach Businesses" on June 20, 2016.)
      • January 2015
      • Case

      Burberry in 2014

      By: Anita Elberse
      In February 2014, Burberry's chief executive officer Angela Ahrendts is preparing to hand the reins of the English luxury fashion company to chief creative officer Christopher Bailey. Under their partnership, in place since 2006, Burberry's revenues have tripled to...  View Details
      Keywords: Management Succession; Luxury; Product Marketing; Brands and Branding; Manufacturing Industry; Fashion Industry; Great Britain
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      Elberse, Anita. "Burberry in 2014." Harvard Business School Case 515-054, January 2015.
      • 2014
      • Working Paper

      The Nobel Prize: A 'Heritage-based' Brand-oriented Network

      By: Mats Urde and Stephen A. Greyser
      Purpose — Understanding the Nobel Prize as a 'true' heritage brand in a networked situation and its management challenges, especially regarding identity and reputation.

      Methodology — The Nobel Prize serves as an in-depth case study and is analysed within...  View Details
      Keywords: Nobel Prize; Heritage Brand; Brand Network; Networked Brand; Brand Within A Network; Brand Orientation; Brand Stewardship; Corporate Brand Identity; Reputation; Networks; Organizations; Philanthropy and Charitable Giving; Brands and Branding
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      Urde, Mats, and Stephen A. Greyser. "The Nobel Prize: A 'Heritage-based' Brand-oriented Network." Harvard Business School Working Paper, No. 15-010, August 2014.
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