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- September 2022
- Case
ROI vs. ROI: The Grupo Baobá Family Office
By: Lauren Cohen, Hao Gao, Jiawei Ye and Grace Headinger
Fernando Scodro, a third-generation member of his family, mulled over the next step in integrating an ESG strategy into his family office’s investment portfolio. While his family office, Grupo Baobá, had made excellent progress in incorporating his family’s values into...
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- August 15, 2022
- Article
Preparing Sales for a Changing Economy: Part 2: Getting More from Your Training Spending
A previous article discussed changing business development requirements and some implications. This article discusses three areas that are fundamental to getting ROI from training initiatives and how engagement between Sales and L&D professionals, completed by smart...
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- August 9, 2022
- Article
Preparing Sales for a Changing Economy: Part 1
Companies spend more per capita on sales training than any other function, but the return on investment is disappointing. One recent estimate indicates “that 85-90% of sales training fails to translate into a lasting improvement in productivity.” A major reason is...
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- August 2022
- Case
One Tiger Per Mountain: The He Family Office
By: Lauren Cohen, Fei Wu and Grace Headinger
Roy He, founder and majority shareholder of his family construction material production company, was preparing to pass down the family business through its first generational handover to his children. His decision would establish his familial legacy and set a precedent...
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- Article
Do the Right Firms Survive Bankruptcy?
By: Samuel Antill
In U.S. Chapter 11 bankruptcy cases, firms are either reorganized, acquired, or liquidated. I show that decisions to liquidate often reduce creditor recovery, costing creditors billions of dollars every year. I exploit the within-district random assignment of...
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- October 2021
- Article
Nancy Koehn on Leadership Lessons from Rep. John Lewis and the Civil Rights Movement
By: Nancy F. Koehn and Devjani Roy
- June 23, 2021
- Article
Research: When A/B Testing Doesn't Tell You the Whole Story
By: Eva Ascarza
When it comes to churn prevention, marketers traditionally start by identifying which customers are most likely to churn, and then running A/B tests to determine whether a proposed retention intervention will be effective at retaining those high-risk customers. While...
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Keywords:
Customer Retention;
Churn;
Targeting;
Market Research;
Marketing;
Investment Return;
Customers;
Retention;
Research
- Winter 2021
- Editorial
Introduction
This issue of Negotiation Journal is dedicated to the theme of artificial intelligence, technology, and negotiation. It arose from a Program on Negotiation (PON) working conference on that important topic held virtually on May 17–18. The conference was not the...
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- September 2020
- Case
Judge Roy K. Altman: Presiding over the ‘Heart and Lungs’ of Democracy
By: Francesca Gino and Jeff Huizinga
- June 2020
- Case
In-housing Digital Marketing at Sprint Corp.
By: David E. Bell, Rajiv Lal and Olivia Hull
In the fall of 2019, Sprint’s Chief Digital Officer Rob Roy reflected on the telecom’s efforts to improve the effectiveness of its digital marketing campaigns. Digital media buying had long been handled by an outside agency, but in 2017, Sprint brought those functions...
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- May 2020
- Teaching Note
Shiseido: Reinvesting in Brand
By: Jill Avery
Teaching Note for HBS Case No. 519-026. Shiseido was in the midst of a six year corporate turnaround, trying to reverse the effects of decades of under-investment in R&D and marketing that had led to a vicious cycle of declining customer support and brand value. Would...
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- April 2019 (Revised October 2020)
- Case
Kraft Heinz: The $8 Billion Brand Write-Down
By: Jill Avery
On Friday, February 22, 2019, following an unexpected and disappointing earnings report, The Kraft Heinz Company’s stock price fell 27%, wiping out $16 billion in market value. CEO Bernardo Hees had announced that the company had taken a $15.4 billion asset write-down,...
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Keywords:
Brand Management;
Brand Value;
Brand Equity;
Marketing ROI;
Brand Storytelling;
Intangible Assets;
Brand Valuation;
Marketing;
Marketing Strategy;
Brands and Branding;
Management;
Corporate Strategy;
Consumer Behavior;
Food;
Marketing Communications;
Advertising;
Private Equity;
Consumer Products Industry;
Food and Beverage Industry;
United States;
North America
- December 2018 (Revised October 2020)
- Case
Shiseido: Reinvesting in Brand
By: Jill Avery and Nobuo Sato
Shiseido was in the midst of a six year corporate turnaround, trying to reverse the effects of decades of under-investment in R&D and marketing which had led to a cycle of declining customer support and brand value. Would the CEO’s VISION 2020 plan, centered on four...
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Keywords:
Brand Management;
Brand Value;
Turnaround;
Brand Portfolio;
Brand Communication;
Global Brands;
Digital Marketing;
Return On Investment;
Marketing ROI;
Internet Marketing;
Marketing;
Marketing Strategy;
Brands and Branding;
Value;
Growth and Development Strategy;
Investment Return;
Consumer Behavior;
Beauty and Cosmetics Industry;
Consumer Products Industry;
Japan;
Asia
- February 2018 (Revised October 2019)
- Technical Note
The Art and Science of Brand Valuation
By: Jill Avery
Brand valuation, the art and science of calculating the economic value accruing to a firm from its use of an intangible brand asset, yields frustratingly inconsistent, discrepant, and, therefore, controversial results. While it is widely accepted that brands are...
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Keywords:
Brand Valuation;
Brand Value;
Brand;
Brand Management;
Marketing ROI;
Brand Equity;
Analytics;
Return On Investment;
Brands and Branding;
Valuation;
Marketing;
Marketing Strategy;
Investment Return;
Consumer Behavior;
Advertising Industry;
Consumer Products Industry;
Apparel and Accessories Industry;
Auto Industry;
Beauty and Cosmetics Industry;
Electronics Industry;
Fashion Industry;
Food and Beverage Industry
- September 2017
- Teaching Note
Marketing Transformation at Mastercard
By: Sunil Gupta and Srinivas K. Reddy
Teaching Note for HBS No. 517-040.
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- Article
Your Sales Training Is Probably Lackluster. Here's How to Fix It
By: Frank V. Cespedes and Yuchun Lee
U.S. companies spend over $70 billion annually on training and an average of $1,459 per salesperson—almost 20% more than they spend on workers in all other functions. Yet, when it comes to equipping sales teams with relevant knowledge and skills, the ROI of sales...
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- March 2017 (Revised May 2019)
- Case
Marketing Transformation at Mastercard
By: Sunil Gupta, Srinivas K. Reddy and David Lane
Since 2013, Mastercard CMO M.V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders, but also with Mastercard's direct bank and merchant stakeholders....
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- March 2017 (Revised December 2018)
- Case
Reawakening the Magic: Bob Iger and the Walt Disney Company
By: David Collis and Ashley Hartman
Mickey Mouse, Snow White, and Buzz Lightyear strolled down Main Street at the grand opening of Hong Kong Disney in the fall of 2005, pausing to snap selfies with enthusiastic children in Mickey Mouse ears. Bob Iger, newly appointed CEO of The Walt Disney Company,...
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Keywords:
Franchise Management;
Brand Management;
Culture Change;
Business Units;
Acquisition Strategy;
Technological Change;
Disney;
ESPN;
Cord-cutting;
Bob Iger;
Strategy;
Corporate Strategy;
Competitive Advantage;
Diversification;
Integration;
Media;
Media and Broadcasting Industry;
Entertainment and Recreation Industry;
Consumer Products Industry
- September 2016
- Article
Do Display Ads Influence Search?: Attribution and Dynamics in Online Advertising
By: Pavel Kireyev, Koen Pauwels and Sunil Gupta
As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spending by referring to online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard...
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