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Branding Yoga
Deshpande, Rohit; Herman, Kerry; Lobb, AnnelenaCase HBS-512025-EMarketingYoga, an ancient discipline, has become popular worldwide. The marketing of yoga and dispute over its origins have led to debate as to whether yoga should be branded at all. Some yoga instructors have gone so far as to copyright their varieties of yoga; others in the yoga community say it is a religious and/or spiritual practice and as such should not be claimed as intellectual property.Starting at €8.20
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Marketing Antidepressants: Prozac and Paxil (Spanish version)
Moon, Youngme; Herman, KerryCase HBS-510S05MarketingDescribes the marketing of Prozac and Paxil, two of the best-selling mental health drugs in history. Set in 2001, several months before the expiration of Prozac's patent, Eli Lilly (Prozac's manufacturer) and GlaxoSmithKline (Paxil's manufacturer) must decide how to respond to the introduction of generic Prozac into the market.Starting at €8.20
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LaCroix Sparkling Water (Abridged)
Amano, Tomomichi; Narayandas, Das; Herman, KerryCase HBS-520015-EMarketingLaunched in 1981 as an "all occasion" sparkling water brand, LaCroix Sparkling Water has had a number of ups and downs as a brand. After being purchased by National Beverage in 1996, the brand was re-positioned as a new, colorful, fun alternative to the other sparkling water players at the time. As time passed; however, the brand was faced with internal turmoil as well as shifting customer expectations. How did LaCroix react to change both within...Starting at €8.20
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Take-Two Interactive Software, Inc.
Gupta, Sunil; Herman, KerryCase HBS-511002-EMarketingTo maximize their effectiveness, color cases should be printed in color. In September 2010, faced with increasing threat from social game companies such as Zynga, Ben Feder, the CEO of Take-Two Interactive Software. Inc., had to decide the long-term strategy of his video-game company. As a publisher of traditional video games for Xbox 360, PlayStation 3 and Nintendo, Take-Two had several popular video games, such as Grand Theft Auto, to its credi...Starting at €8.20
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McDonald's
Quelch, John A.; Herman, KerryCase HBS-508025-EMarketingAn abstract is not available for this product.Starting at €8.20
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Aqualisa Quartz: Simply a Better Shower
Moon, Youngme; Herman, KerryCase HBS-502030-EMarketingThis case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors should consider the timing of making the video available to students, as it may reveal key case details. Harry Rawlinson is managing director of Aqualisa, a major U.K. manufacturer of showers. He has just launched the most significant shower innovation in recent history: the Quartz shower. The shower provides significant improveme...Starting at €8.20
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Digital Angel (Spanish Version)
Moon, Youngme; Herman, KerryCase HBS-502S41MarketingDigital Angel está considerando el plan de marketing adecuado para el lanzamiento de su nuevo dispositivo localizador. El dispositivo, un reloj y buscapersonas usados en combinación, proporciona información de ubicación GPS y monitores de frecuencia cardiaca y la temperatura corporal a través de sensores corporales. Los padres de los niños pequeños y los cuidadores de pacientes con Alzheimer son los primeros mercados de destino para el disposit...Starting at €8.20
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Cycle for Survival (B)
Narayandas, Das; Herman, Kerry; Fisher, NoahCase HBS-514077-EMarketingUpdate on Cycle for Survival's 2012, 2013, and 2014 events. Kotkins and Cycle for Survival continued the event's strong growth, and underwent the first phase of a two-year rebranding effort.Starting at €5.74
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Cycle for Survival (A)
Narayandas, Das; Herman, Kerry; Fisher, NoahCase HBS-514076-EMarketingKatie Kotkins, director of Memorial Sloan Kettering Cancer Center's (MSKCC) Cycle for Survival fundraising event, had to determine the best avenue for continuing the event's success and momentum after its founder, Jennifer (Jen) Goodman Linn (HBS '99) passed away from MFH sarcoma. Jen and her husband, David Linn (HBS '00), had founded Cycle for Survival in 2007 as a way for Jen to give back to the community of doctors that had treated her since h...Starting at €8.20
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Ron Johnson: Retail at Target, Apple, and J.C. Penney
Narayandas, Das; Herman, Kerry; Mazzanti, LisaCase HBS-513103-EMarketingTo maximize their effectiveness, color cases should be printed in color. In April 2013, Ron Johnson (HBS '84) stepped down after just 18 months as CEO of J.C. Penney. In his brief tenure, Johnson, an acclaimed retailer respected for his innovation and success in shaping the retail image at Target and Apple, introduced dramatic departures from J.C. Penney's traditional retail approach, and enacted changes quickly and simultaneously, with little ma...Starting at €8.20