Hbspcat 13 Marketing

Marketing
HKU243 Title: "Asia's World City": Hong Kong's New Identity Author(s): Yu, Julie; McCauley, Marissa; Khan, Shamza Publication Date: 01/15/2003 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: .Discusses how Hong Kong is positioning itself as the gateway to China and as Asia's world city. The Hong Kong SAR government's (HKSARG) program Brand Hong Kong (BrandHK) uses the tagline "Hong Kong: Asia's world city." HKSARG has spent some U.S. $1.24 million of taxpayers' money on the branding program and it is important to measure its effectiveness. The public is somewhat confused about the messages displayed and the distinction from previous campaigns run by the Hong Kong Tourism Board (HKTB). The case highlights HKTB and its successful experience in marketing Hong Kong as a tourist destination and what BrandHK can learn from it. Also focuses on the HKSARG's attempt to market BrandHK with traditional marketing tools and how new marketing tools, such as the Internet, could and should be used. Geographic Setting: Hong Kong Subjects: Asia; Brand management; Brands; Market positioning; Marketing strategy Length: 12p Supplementary Materials: Teaching Note, (HKU244), 13p, by Julie Yu, Marissa McCauley, Shamza Khan NEW 509013 Title: (PRODUCT) RED (A) Author(s): Chen, David; Moon, Youngme; Norton, Michael Publication Date: 07/12/2008 Revision Date: 02/25/2009 Product Type: Case (Field) Abstract: Describes the launch and initial results of the (PRODUCT) RED campaign, a social marketing initiative conceived of by U2's Bono and Bobby Shriver to combat AIDS in sub-Saharan Africa. The company licensed the (RED) brand to partner companies, which initially included Gap, Apple, Motorola, Armani, and American Express. The business model was structured to benefit partner companies by increasing consumer purchases--of (RED)-branded products such as red iPods and phones--while also resulting in increased donations to the Global Fund. Geographic Setting: Africa; United States Number of Employees: 10 Event Year Start: 2007 Event Year End: 2007 Subjects: NO SUBJECTS(KEYWORDS) Length: 16p Supplementary Materials: Supplement (Field), (509014), 2p, by David Chen, Youngme Moon, Michael Norton 509014 Title: (PRODUCT) RED (B) Author(s): Chen, David; Moon, Youngme; Norton, Michael Publication Date: 07/12/2008 Revision Date: 02/25/2009 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. Must be used with: (509013) (PRODUCT) RED (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 2p 9438 Title: The 2002 HBR List: Don't Delight Your Customers Away (HBR Article Collection) Publication Date: 03/01/2002 Product Type: HBR OnPoint Collection Abstract: Customers--you can't live without them. But as some thinkers have recently maintained, you can't live with them, either. Indeed, an emerging school of thought contends that the frenzied desire to "delight the customer" has gone too far. R&D has invited customers into the innovation process. Marketing has wooed them into longterm relationships. Sales has coddled them with every conceivable service. Yet, customers aren't delighted. Why? The authors of this collection argue that companies are approaching customers the wrong way. According to one, companies should tease and tantalize consumers with creative marketing tactics rather than pander to them. Another author suggests a whole new approach to market research. The remaining authors recommend a more strategic approach to customer relationship management, or CRM. Taken together, these articles provide an up-to-date map to the real road to consumers' hearts. The three Harvard Business Review articles in this collection: "Torment Your Customers (They'll Love It)" by Stephen Brown (HBR reprint R0109E), "Turn Customer Input into Innovation" by Anthony Ulwick (HBR reprint R0201H), and "Avoid the Four Perils of CRM" by Darrell Rigby, Fred Reichheld, and Phil Schefter (HBR reprint R0202J). Subjects: Corporate strategy; Customer relations; Customer retention; Customer service; Customization; Market segmentation; Marketing strategy Length: 33p List Price: $17.95
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594024 Title: 21-Speed Gizmos, Inc. Author(s): Dhebar, Anirudh Publication Date: 08/12/1993 Revision Date: 06/17/1994 Product Type: Case (Gen Exp) Abstract: In this hypothetical case, 21Speed Gizmos, Inc., a manufacturer of electronic bicycle components for the serious cyclist, must decide what price to charge for a new product. Describes the product and includes cost and demand information available for making the pricing decision. Geographic Setting: California Industry Setting: Bicycle industry Subjects: Bicycles; Pricing; Product introduction Length: 2p 99A004 Title: 3M Chile: Health Care Products (A) Author(s): Deutscher, Terry H.; Campbell, Daniel D. Publication Date: 03/11/1999 Revision Date: 11/07/2002 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Looking for a creative option to promote 3M products to medical professionals, a 3M Chile sales manager developed the idea of a first-aid kit or "botiquin" that could be used as a promotional gift. Managers at the company's world headquarters had not previously focused on branded first-aid kits. It was the same all over the world, a plain white box with the red cross in front. "You just can't brand a first-aid kit!" they replied. At the same time, the Chilean managers lacked the resources necessary for adequate market research. Should they go ahead with the botiquin concept anyway? If they did, questions such as channels, packaging, promotion, and pricing would still have to be addressed. Geographic Setting: Chile; United States Industry Setting: Health care industry Company Size: large Subjects: Distribution channels; International marketing; Market research; Medical supplies; South America Length: 17p Supplementary Materials: Supplement (Field), (99A005), 5p, by Terry H. Deutscher, Daniel D. Campbell; Teaching Note, (899A04), 11p, by Terry H. Deutscher, Daniel D. Campbell 99A005 Title: 3M Chile: Health Care Products (B) Author(s): Deutscher, Terry H.;
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Marketing
Campbell, Daniel D. Publication Date: 03/10/1999 Revision Date: 11/12/2002 Product Type: Supplement (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Supplements the (A) case. Must be used with: (99A004) 3M Chile: Health Care Products (A). Geographic Setting: South America Industry Setting: Medical supplies Subjects: Distribution channels; International marketing; Market research; Medical supplies; South America Length: 5p 373146 Title: 503 Rugby Road Author(s): Stevenson, Howard H.; Sexton, M.S.; Liverman, Thierry J. Publication Date: 11/01/1972 Revision Date: 06/19/1991 Product Type: Case (Field) Abstract: Discusses the idea generation and initial action steps of a landowner attempting to develop more dense usage of an attractive piece of residential property. Relates financial and market analysis. Geographic Setting: Virginia Industry Setting: Real estate Subjects: Financial analysis; Market research; Real estate Length: 17p Supplementary Materials: Teaching Note, (391221), 8p, by William J. Poorvu, Katherine Sweetman 504057 Title: 7-Eleven, Inc. Author(s): Bell, David E.; Hogan, Hal Publication Date: 12/04/2003 Revision Date: 01/27/2004 Product Type: Case (Field) Abstract: Can 7-Eleven United States replicate the successful experience of 7Eleven Japan in selling fresh foods through convenience stores? Describes the Japanese system and shows the steps the company is taking to try to achieve the same success in the United States. Geographic Setting: Japan; United States Industry Setting: Convenience store industry; Retail industry Gross Revenues: $10 billion revenues Event Year Start: 2003 Event Year End: 2003 Subjects: Agribusiness; Food; Global Research Group; Retailing Length: 30p Supplementary Materials: Teaching Note, (505067), 4p, by David E. Bell Year New: 2004 575099 Title: 911 Emergency Number in New York (A) Author(s): Lovelock, Christopher H.; Kahn, Jeffrey S. Publication Date: 04/01/1975 Revision Date: 11/01/1979 Product Type: Case (Library) Abstract: The communications center at police headquarters in New York City is being flooded by calls to the "911" emergency number. More than half the calls are not true emergencies and are slowing police response time to genuine emergencies. Mayor Lindsay and the Police Department decide that an educational campaign is needed to discourage inconsequential use of "911." Students are expected to design such a campaign. Geographic Setting: New York, NY Subjects: Advertising strategy; Communication strategy; Local government; Nonprofit marketing Length: 8p Supplementary Materials: Supplement (Library), (575100), 3p, by Christopher H. Lovelock, Jeffrey S. Kahn; Supplement (Library), (576259), 2p, by Christopher H. Lovelock 575100 Title: 911 Emergency Number in New York (B) Author(s): Lovelock, Christopher H.; Kahn, Jeffrey S. Publication Date: 04/01/1975 Revision Date: 01/01/1980 Product Type: Supplement (Library) Abstract: Describes the educational campaign developed to reduce nonemergency calls to "911" in New York City. Must be used with: (575099) 911 Emergency Number in New York (A). Subjects: Advertising strategy; Communication strategy; Local government; Nonprofit marketing Length: 3p 576259 Title: 911 Emergency Number in New York (C) Author(s): Lovelock, Christopher H. Publication Date: 06/30/1976 Revision Date: 01/01/1980 Product Type: Supplement (Library) Abstract: Sequel to 911 Emergency Number in New York (A) and (B). Set two years after the (A) and (B) cases, describes the situation in 1975, by which time the educational campaign promoting proper use of "911" has been discontinued and nonemergency calls are rising again. Must be used with: (575099) 911 Emergency Number in New York (A). Subjects: Advertising strategy;
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Communication strategy; Local government; Nonprofit marketing Length: 2p UV0406 Title: A Practical Guide to Conjoint Analysis Author(s): Wilcox, Ronald T. Publication Date: 08/26/2003 Product Type: Case (Field) Abstract: This note provides an overview of conjoint analysis. It shows how to interpret standard conjointanalysis output and the uses of that output. It provides several examples of how output can be converted to managerially useful information. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2007
504053 Title: ABS Global Author(s): Bell, David E.; Hogan, Hal; Porraz, Jose Miguel Publication Date: 10/06/2003 Product Type: Case (Field) Abstract: ABS Global is considering an acquisition in Australia. Efficient production and distribution is becoming more difficult as it becomes global. Yet trade restrictions and local preferences for its product, bull semen, dictate that ABS come up with a new way to conceptualize its go-to-market strategy. Geographic Setting: Global Industry Setting: Agribusiness; Agriculture industry Event Year Start: 2003 Event Year End: 2003 Subjects: Acquisitions; Agribusiness; Agriculture; Globalization; Marketing strategy; Small business Length: 18p Supplementary Materials: Teaching Note, (504076), 5p, by David E. Bell Year New: 2004 505057 Title: ACHAP (African Comprehensive HIV/AIDS Partnerships): The Merck/Gates Initiative in Botswana Author(s): Rangan, V. Kasturi Publication Date: 06/30/2005 Revision Date: 03/26/2007 Product Type: Color Case Abstract: By June 2004, ACHAP, a three-way partnership of The Bill and Melinda Gates Foundation, Merck, and the Botswana government, had committed nearly $60 million of the $100 million toward various AIDS education, prevention, and treatment programs. It was time to evaluate the success of the program and make strategic shifts, if necessary, looking forward to the future. Includes color exhibits.
Marketing
Geographic Setting: Botswana Industry Setting: Health care industry Gross Revenues: $50 million revenues Event Year Start: 2004 Event Year End: 2004 Subjects: NO SUBJECTS(KEYWORDS) Length: 23p HKU664 Title: The AIA-JF Green Fund-Differentiation in Funds Market Author(s): Chan, Ricky; Tang, Amy Publication Date: 09/14/2007 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: The Mandatory Provident Fund ("MPF") was established in December 2000 in Hong Kong to provide a formal, government-supervised retirement protection vehicle for the local population. As a major MPF service provider, AIA-JF made a revolutionary move in launching the first socially responsible investment ("SRI") fund, the Green Fund, in the MPF market. SRI was a relatively new concept in Hong Kong, though it had been growing rapidly in the U.S. and Europe since the mid-1980s. In the first year of its launch, the Green Fund attracted US$5 million, as targeted. However, the company had to quadruple the fund size to US$20 million in three years' time with economically viable marketing approaches. Illustrates the special characteristics of marketing investment products, particularly in target market selection, and allows students the opportunity to recommend marketing strategies targeted at corporate and individual consumers. Geographic Setting: Hong Kong Industry Setting: Asset management Subjects: NO SUBJECTS(KEYWORDS) Length: 34p Supplementary Materials: Teaching Note, (HKU665), 6p, by Ricky Chan, Amy Tang Year New: 2007 582085 Title: AT&T -- Long Lines Department Charter Financial Corp. Author(s): Bonoma, Thomas V.; Mehr R Publication Date: 12/06/1981 Revision Date: 11/16/1983 Product Type: Case (Field) Abstract: Mr. Chris Johnson, national account manager for AT&T, has inherited a national account which has just doubled its size by acquiring another firm. The parent account, Charter Financial Corp., has had an uneven relationship with Bell and Mr. Johnson's predecessor. The new acquisition, Allison Insurance, is much more favorable than Charter towards Bell, but must be integrated into the Charter telecommunications structure. Mr. Johnson must reorganize and restaff his team. Once developed, he must plan for an account meeting with Charter in three weeks. May be used with AT&T -- Long Lines Department National Account Selling (A) as a "five-years later" look at AT&T's national account program. Geographic Setting: United States Industry Setting: Telecommunications industry Gross Revenues: $46 billion assets Subjects: Marketing implementation; Marketing organization; Reorganization; Sales management; Telecommunications Length: 21p Supplementary Materials: Teaching Note, (583142), 20p, by Thomas V. Bonoma 578119 Title: AT&T -- Long Lines Department National Account Selling (A) Author(s): Shapiro, Benson P.; Davis, N.J. Publication Date: 02/01/1978 Revision Date: 09/05/1986 Product Type: Case (Field) Abstract: Michael Murphy, a national account manager for Long Lines and head of a large team, has learned of a prospective competitive inroad in one of his six divisions. He must develop a short- and long-term response. Geographic Setting: United States Industry Setting: Telecommunications industry Company Size: large Subjects: Communication strategy; Competition; Marketing implementation; Marketing strategy; Personal selling; Sales promotions; Telecommunications Length: 16p Supplementary Materials: Supplement (Field), (581032), 5p, by Thomas V. Bonoma, Benson P. Shapiro; Supplement (Field), (581033), 2p, by Thomas V. Bonoma, Benson P. Shapiro; Supplement (Field), (581034), 1p, by Thomas V. Bonoma, Benson P. Shapiro; Teaching Note, (583140), 48p, by Thomas V. Bonoma 581032 Title: AT&T -- Long Lines Department National Account Selling (B) Author(s): Bonoma, Thomas V.; Shapiro, Benson P. Publication Date: 09/01/1980 Revision Date: 07/01/1981 Product Type: Supplement (Field) Abstract: Depicts a meeting between AMC management and national account representatives from the Bell Telephone System. Richard Gordon and Michael
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Murphy, along with RAM Paul Johnson (Dallas) and A.E. Griggin (Mountain Bell) attend a meeting with Reed Oberon (AMC's corporate communications manager), Thomas Quils (AMC's divisional communications manager for the Dallas microelectronics division), and Richard DeCarlo, chairman of AMC's corporate distribution study committee. Must be used with: (578119) AT&T -Long Lines Department National Account Selling (A). Industry Setting: Telecommunications industry Subjects: Communication strategy; Competition; Marketing implementation; Marketing strategy; Personal selling; Sales promotions; Telecommunications Length: 5p Supplementary Materials: Teaching Note, (583140), 48p, by Thomas V. Bonoma 581033 Title: AT&T -- Long Lines Department National Account Selling (C) Author(s): Bonoma, Thomas V.; Shapiro, Benson P. Publication Date: 09/01/1980 Revision Date: 07/01/1981 Product Type: Supplement (Field) Abstract: Presents a demonstration scenario in which Bell hears a presentation of what Bell is about, the functions of the account team, certain issues relative to AMC's management needs, and also, information on the DIMENSION equipment. Must be used with: (578119) AT&T -- Long Lines Department National Account Selling (A). Industry Setting: Telecommunications industry Subjects: Communication strategy; Competition; Marketing implementation; Marketing strategy; Personal selling; Sales promotions; Telecommunications Length: 2p Supplementary Materials: Teaching Note, (583140), 48p, by Thomas V. Bonoma 581034 Title: AT&T -- Long Lines Department National Account Selling (D) Author(s): Bonoma, Thomas V.; Shapiro, Benson P. Publication Date: 09/06/1980 Revision Date: 10/31/1983 Product Type: Supplement (Field) Abstract: Presents the text of a letter from Leon Gradowski, AMC's vicepresident in charge of information systems, to Richard Gordon following the meeting between Bell's national account team and AMC. Must be used with: (578119) AT&T -- Long Lines Department National Account Selling
Marketing
(A). Industry Setting: Telecommunications industry Subjects: Communication strategy; Competition; Marketing implementation; Marketing strategy; Personal selling; Sales promotions; Telecommunications Length: 1p Supplementary Materials: Teaching Note, (583140), 48p, by Thomas V. Bonoma 580146 Title: AT&T Long Lines (B), Telemarketing: Introduction to Video 1 Author(s): Shapiro, Benson P.; Sherman, Jeffrey J. Publication Date: 06/01/1980 Revision Date: 12/01/1980 Product Type: Supplement (Field) Abstract: An introduction to videotape (9-880-510). Must be used with: (880510) AT&T Long Lines, Telemarketing, Video 1: Executive Interviews. Industry Setting: Telecommunications industry Subjects: Communication strategy; Direct marketing; Management philosophy; Marketing strategy; Sales promotions; Strategy implementation; Telecommunications Length: 2p 581082 Title: AT&T Long Lines (D), Telemarketing: Introduction to Video 3 Author(s): Shapiro, Benson P. Publication Date: 02/01/1981 Product Type: Supplement (Field) Abstract: Introduces videotape (9-881513). Must be used with: (881513) AT&T Long Lines, Telemarketing, Video 3. Industry Setting: Telecommunications industry Subjects: Communication strategy; Direct marketing; Management philosophy; Marketing strategy; Sales promotions; Telecommunications Length: 2p 580145 Title: AT&T Long Lines: Marketing Telemarketing (A) Author(s): Shapiro, Benson P.; Sherman, Jeffrey J. Publication Date: 05/01/1980 Revision Date: 09/18/1985 Product Type: Case (Field) Abstract: The vice president for marketing at AT&T Long Lines faced several decisions related to generating primary demand for telephone services used in marketing applications. Involves the analysis of complex buyer behavior and the development of a major communications program. Geographic Setting: United States Industry Setting: Telecommunications industry Company Size: large Subjects: Communication strategy; Consumer behavior; Marketing strategy; Sales promotions; Telecommunications Length: 17p Supplementary Materials: Teaching Note, (581157), 22p, by John A. Quelch 580068 Title: AT&T Long Lines: WATS Pricing Study Author(s): Jackson, Barbara B. Publication Date: 12/06/1979 Revision Date: 02/10/1981 Product Type: Case (Field) Abstract: AT&T must set new prices for WATS (Wide Area Telephone Service). The Marketing Sciences Group at AT&T Long Lines has developed a computerized model for evaluating possible choices. The case describes the model and gives model results for three possible price schedules. Geographic Setting: United States Industry Setting: Telephone industry Company Size: large Gross Revenues: $16 billion revenues Subjects: Communications industry; Models; Pricing strategy; Services; Telecommunications Length: 25p 596013 Title: AT&T USADirect In-Language Service: India Author(s): Quelch, John A. Publication Date: 12/05/1995 Product Type: Case (Field) Abstract: AT&T managers are assessing demand for a soon-to-be launched new operator-assisted, inlanguage international telephone service from India. Geographic Setting: India Industry Setting: Telecommunications industry Subjects: Communications industry; Demand analysis; International marketing; Product development Length: 13p Supplementary Materials: Teaching Note, (500107), 3p, by John A. Quelch 501061 Title: Abgenix and the XenoMouse Author(s): Dolan, Robert J. Publication Date: 01/09/2001 Product Type: Case (Field) Abstract: Abgenix has a unique method for generating antibodies useful in treating a number of diseases, including cancer. In early 2000, the company's cancer has performed very well in animal testing and is moving to early stage human testing. Abgenix must
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decide whether to sell the product development program to a large pharmaceutical company or to enter into a joint venture to push the product ahead. Geographic Setting: California Industry Setting: Biotechnology industry Number of Employees: 150 Gross Revenues: $12 million revenues Subjects: Alliances; Biotechnology; Innovation; Marketing strategy; New product marketing; Product planning & policy Length: 14p Supplementary Materials: Teaching Note, (503046), 14p, by John T. Gourville SMR167 Title: Achieving the Ideal Brand Portfolio Author(s): Hill, Sam; Ettenson, Richard; Tyson, Dane Publication Date: 01/01/2005 Product Type: SMR Article Abstract: To optimize a portfolio of brands, companies can use a step-bystep approach: decide on the brands to review; analyze each brand with respect to its contribution to the company; assess the brands according to current market performance (traction) and future prospects (momentum); and classify the brands along those three dimensions (contribution, traction, and momentum), allowing managers to identify both challenges and opportunities. The process enables companies to sort their brands into different categories: power (a brand that needs to be defended ferociously and deployed judiciously), sleeper (a brand that with a little fast tracking can build into a power brand), slider (a valuable brand that has lost momentum, is slipping backwards, and needs immediate intervention to prevent meltdown), soldier (a solid brand that contributes quietly without the need for much management attention), black hole (a brand that sucks up resources and may or may not ever pay out), rocket (a brand that is on its way to power-brand status), wallflower (a small, underappreciated brand with very loyal customers, often underpriced and undermarketed), and discard (a brand that should have been mothballed years ago). Companies can then tie together the objectives for each brand into an overall plan, which will include brand architecture and resource allocation. Subjects: NO SUBJECTS(KEYWORDS) Length: 8p Year New: 2005 575129 Title: Active Detergent
Marketing
Author(s): Star, Stephen H. Publication Date: 06/20/1975 Revision Date: 04/21/1983 Product Type: Case (Library) Abstract: A large manufacturer of private label detergents seeks to enter into a $1 billion detergent market with an unadvertised "national" brand that is to be positioned between the national brands and the private labels. The three large companies that have more than 90% collectively of the U.S. detergents industry spent more than $150 million on advertising and promotion in 1974. Geographic Setting: United States Industry Setting: Soap & detergent industry Gross Revenues: $30 million sales Subjects: Advertising strategy; Customer relations; Household products; Public relations; Retailing Length: 15p 590105 Title: Ad Council's AIDS Campaign (A): Advertising Strategy Author(s): Rangan, V. Kasturi; Montgomery, Janet Publication Date: 04/10/1990 Revision Date: 01/21/1993 Product Type: Case (Field) Abstract: Ad Council wished to run an educational campaign aimed at preventing the spread of AIDS. They were challenged to find acceptable ways to address this very sensitive subject matter--ways that the media and the public would approve. One of the big challenges was to make the word "condom" acceptable to the TV networks as condom use can prevent the spread of the HIV virus. The case gives a brief explanation of the disease and the reasons why Ad Council felt this campaign was necessary. Also outlines the target groups selected and basic strategy. The primary question is "How will this campaign get media approval?" Geographic Setting: New York, NY Industry Setting: Advertising industry Subjects: Advertising campaigns; Advertising strategy; Health; Marketing implementation; Marketing strategy; Public relations; Social enterprise Length: 19p Supplementary Materials: Supplement (Field), (590106), 9p, by V. Kasturi Rangan, Janet Montgomery; Teaching Note, (591095), 13p, by V. Kasturi Rangan, Sohel Karim; Case Video, (891502), 7 min, by Ad Council 590106 Title: Ad Council's AIDS Campaign (B): Program Adoption Author(s): Rangan, V. Kasturi; Montgomery, Janet Publication Date: 04/10/1990 Revision Date: 04/08/1992 Product Type: Supplement (Field) Abstract: The answer to the (A) case. Explains Ad Council's plan. Outlines alliance with American Advertising Federation to enlist support of local Ad clubs, media presentation, and implementation strategy. Must be used with: (590105) Ad Council's AIDS Campaign (A): Advertising Strategy. Subjects: Advertising campaigns; Advertising strategy; Health; Marketing implementation; Marketing strategy; Public relations; Social enterprise Length: 9p Supplementary Materials: Teaching Note, (591095), 13p, by V. Kasturi Rangan, Sohel Karim; Case Video, (891502), 7 min, by Ad Council 891502 Title: Ad Council's Campaign Against AIDS, Video Author(s): Ad Council Publication Date: 08/15/1990 Product Type: Case Video Abstract: Presents the commercials (advertisements) to counter AIDS in the United States. Must be used with: (590106) Ad Council's AIDS Campaign (B): Program Adoption; (590105) Ad Council's AIDS Campaign (A): Advertising Strategy. Subjects: Advertising campaigns; Advertising strategy; Health; Marketing implementation; Marketing strategy; Public relations; Social enterprise Length: 7 min List Price: $150.00 CMR401 Title: Ad Lib: When Customers Create the Ad Author(s): Pitt, Leyland; Berthon, Pierre R.; Campbell, Colin Publication Date: 08/01/2008 Product Type: Case (Field) Publisher: California Management Review Abstract: Consumers are now generating, rather than merely consuming advertising. The consequences for brands, marketers, and senior executives are significant. Advertising was traditionally generated by, or on behalf of, the firm and broadcast to relatively passive consumers. With the rise of digital media, the Internet, and inexpensive media software, considerable creative and distributive power has been handed to the consumer. Liberated from the exclusive control of the firm, ads now express a myriad of different voices. Some ads are subversive, others laudatory, but the fact remains that the firm is no longer in exclusive control of the message. Using a number of high
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profile cases, this article explores the motivations that drive consumers to create their own ads and develops a typology of the ads created. It develops a model for the various strategic stances that a firm can adopt in response to this phenomenon so that managers can anticipate and thus deal more effectively with some of the extreme consequences of liberated advertising. Subjects: NO SUBJECTS(KEYWORDS) Length: 26p 90113 Title: Ad Spending: Growing Market Share Author(s): Schroer, James C. Publication Date: 01/01/1990 Product Type: Harvard Business Review Article Abstract: Describes the relative share of voice effect in advertising. In most markets, consumer goods markets are in a state of equilibrium--advertising expenditures are relatively stable and changes in market share are small. To gain ground in market share, a competitor has to launch a huge ad campaign for a sustained period that outspends the biggest rival by at least 100%. Industry Setting: Advertising industry Subjects: Advertising; Advertising campaigns; Consumer marketing; Market share; Marketing management Length: 5p 90108 Title: Ad Spending: Maintaining Market Share Author(s): Jones, John Philip Publication Date: 01/01/1990 Product Type: Harvard Business Review Article Abstract: Accuracy in manufacturers' advertising budgeting is hampered by reliance on the case rate system. A better measure is a brand's market share compared with its share of voice (its share of the total value of the main media exposure in that product category). The interrelationship between market share and share of voice is not usually considered when determining ad budgets. Industry Setting: Advertising industry Subjects: Advertising; Advertising strategy; Brands; Market share; Marketing management Length: 6p 6284BC Title: Adapt the Master Brand to Silo Markets: Developing a Master Brand Strategy Author(s): Aaker, David Publication Date: 10/21/2008
Marketing
Product Type: HBS Press Chapter Abstract: Standardizing the brand and supporting marketing programs across all silos of an organization facilitates consistency in look, feel, and message. In addition, the chances of creating synergistic marketing programs will be enhanced, and the organization will be more likely to rally around the brand promise. However, there are situations in which a standardized brand is not optimal or even feasible because it cannot deliver a winning position in a silo market. In that case, there needs to be a process to adapt a master brand so that it has traction in each silo market while maintaining consistency to its core values. Subjects: NO SUBJECTS(KEYWORDS) Length: 25p List Price: $6.95 84206 Title: Adapting Products to LDC Tastes Author(s): Hill JS; Still RR Publication Date: 03/01/1984 Product Type: Harvard Business Review Article Abstract: A survey of 61 subsidiaries of consumer packaged goods manufacturers operating in 22 less developed countries shows why and how MNCs often modify the products they transfer from their home markets in developed countries to the foreign markets of LDCs. Some of these changes are mandated by the legal and economic requirements of local marketplaces. Changes in measurement units, package sizes, and labeling often fall into this category. Other changes, in characteristics like package aesthetics, constituents, packaging protection, usage instructions, and brand names are optional but recommended. Making them will suit the product to the local market. Industry Setting: Consumer products Subjects: Consumer goods; Developing countries; International marketing; Product management; Product planning & policy Length: 10p 586163 Title: Adelie Corp. (A1) Author(s): Moriarty, Rowland T., Jr.; Swartz, Gordon Publication Date: 06/30/1986 Product Type: Case (Field) Abstract: Sales of Adelie Corp.'s marketing and sales software have totaled only 30% of plan during the first four months of 1985. The company has reached the end of its venture capital backing, and the company president must provide the investors with "a realistic and implementable marketing strategy" before he can obtain additional capital. Adelie's president is faced with a choice of three very different plans proposed by: 1) the venture capitalists, 2) the vice president of special projects, and 3) the vice president of product development. Each plan has major implications for the company's product policy, pricing, sales strategy, and overall market potential. Designed for use with Note on Marketing and Sales Productivity Systems. The teaching objectives are to introduce students of industrial marketing to the market selection and product policy issues faced by a start-up computer software company and to introduce students to the concept of marketing and sales productivity systems, such as the system developed and sold by Adelie. Geographic Setting: Massachusetts Industry Setting: Software industry Company Size: start-up Gross Revenues: $2 million sales Subjects: Industrial markets; Information systems; Market selection; Marketing information systems; Marketing strategy; Product planning & policy Length: 27p Supplementary Materials: Teaching Note, (588035), 30p, by Rowland T. Moriarty Jr., Gordon Swartz 586166 Title: Adelie Corp. (A2) Author(s): Moriarty, Rowland T., Jr.; Swartz, Gordon Publication Date: 06/30/1986 Product Type: Case (Field) Abstract: Sales of Adelie Corp.'s marketing and sales software have totaled only 30% of plan during the first third of 1985. The president must provide investors with "a realistic and implementable marketing strategy" before obtaining additional capital. He is faced with a choice of three very different plans proposed by: 1) the venture capitalists, 2) the vice president of special projects, and 3) the vice president of product development. Each has major implications for the company's product policy, pricing, sales strategy, and overall market potential. Teaching objectives are to introduce students to the market selection and product policy issues faced by a start-up computer software company and to the concept of marketing and sales productivity systems such as that developed and sold by Adelie. Geographic Setting: Massachusetts Industry Setting: Software industry Company Size: start-up Gross Revenues: $2 million sales Subjects: Industrial markets; Information systems; Market selection;
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Marketing information systems; Marketing strategy; Product planning & policy Length: 29p Supplementary Materials: Teaching Note, (588035), 30p, by Rowland T. Moriarty Jr., Gordon Swartz
586164 Title: Adelie Corp. (B) Author(s): Moriarty, Rowland T., Jr.; Swartz, Gordon Publication Date: 06/30/1986 Product Type: Case (Field) Abstract: Adelie's president selects one of the marketing plans and presents a monthly expense budget to the venture capitalists. The investors, however, agree to provide only part of the requested funds. Three days later, the vice president of product development announces his intention to leave the company. Geographic Setting: Massachusetts Industry Setting: Software industry Company Size: start-up Gross Revenues: $2 million sales Subjects: Industrial markets; Information systems; Market selection; Marketing information systems; Marketing strategy; Product planning & policy Length: 2p Supplementary Materials: Supplement (Field), (586165), 1p, by Rowland T. Moriarty Jr., Gordon Swartz; Teaching Note, (588035), 30p, by Rowland T. Moriarty Jr., Gordon Swartz 586165 Title: Adelie Corp. (C) Author(s): Moriarty, Rowland T., Jr.; Swartz, Gordon Publication Date: 06/30/1986 Product Type: Supplement (Field) Abstract: Describes Adelie's sales progress subsequent to the events in the (B) case. Must be used with: (586164) Adelie Corp. (B). Subjects: Industrial markets; Information systems; Market selection; Marketing information systems; Marketing strategy; Product planning & policy Length: 1p Supplementary Materials: Teaching Note, (588035), 30p, by Rowland T. Moriarty Jr., Gordon Swartz UV0317 Title: Adios Junk Mail Author(s): Parry, Mark; Fitzgerald, Janet Publication Date: 05/19/1998 Product Type: Case (Field) Abstract: Executives at this Internetbased company evaluate the results of a pricing survey to decide what changes to
Marketing
make, if any, to the annual fee charged for the company's junk mail elimination services. Founded in 1996, Adios Junk Mail provides comprehensive elimination of unwanted direct-marketing solicitations. Clients select what types of direct marketing they want stopped. Once a month, the company generates a list of customers and their elimination preferences. It then mails the list to direct-mail companies, telemarketers, and database companies, requesting that the customers' names be suppressed. Industry Setting: Marketing research industry Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Supplementary Materials: Teaching Note, (UV0318), 9p, by Mark Parry Year New: 2007 CMR283 Title: Advance Selling for Services Author(s): Shugan, Steven M.; Xie, Jinhong Publication Date: 05/01/2004 Product Type: CMR Article Publisher: California Management Review Abstract: Advance selling can be profitable when consumers are uncertain about their future consumption state. At the time of consumption, that uncertainty is resolved, but buyer states still remain unobservable to sellers. Consequently, buyer and seller information is symmetric in advance but asymmetric at consumption (i.e., sellers have an informational disadvantage in the consumption period relative to the advance period). Therefore, sellers can profit from transacting in the advance period when they are at less of a disadvantage. New technologies (e.g., biometrics, electronic tickets, smart cards, online prepayments, and new ecommerce technologies) also enhance the profitability of advance selling by lowering advance-selling costs and restraining arbitrage. Subjects: Consumer behavior; Consumer marketing; Customer relations; Services Length: 19p Year New: 2004 BAB001 Title: Advanced Visual Systems Author(s): Lawler, William; Matsuno, Ken; Wylie, David Publication Date: 06/15/1999 Product Type: Case (Field) Publisher: Babson College Abstract: The new president is faced with bringing the company out of the doldrums. He must choose what vertical markets to pursue, what resources will be required, what organizational changes must be made, and what operational adjustments must be made better to meet the needs of current and future customers. Geographic Setting: Waltham, MA Industry Setting: Software industry Number of Employees: 105 Gross Revenues: $18 million revenues Subjects: Distribution channels; Market segmentation; Marketing strategy; Organizational design; Product development; Resource allocation; Software industry; Strategic market planning Length: 12p 4856BC Title: Advancing the Myth: Sustaining an Iconic Brand Over Time Author(s): Holt, Douglas B. Publication Date: 09/15/2004 Product Type: HBS Press Chapter Abstract: Even the most successful iconic brands routinely stumble when it comes to managing a brand myth so that it remains vital for many years. To extend a powerful myth, the brand's communications must steer a path between two traps: milking the myth to capitalize on its popularity, and abandoning the myth entirely to pursue the next big trend. Subjects: NO SUBJECTS(KEYWORDS) Length: 23p List Price: $6.95 Year New: 2007 2801 Title: Advertising Advantage (Paperback) Author(s): HBR Publication Date: 07/01/1990 Product Type: HBS Press Book Abstract: This paperback collection of Harvard Business Review articles demonstrates that beneath the glamor of advertising, there's the grit of hard-nosed management. Selections include articles on maintaining market share, the perils of comparative ads, when to advertise your company, and research on ad techniques that work. HBR paperbacks are regularly revised with recent articles. Industry Setting: Advertising industry Subjects: Advertising; Advertising campaigns; Advertising strategy; Marketing implementation; Marketing strategy Length: 73p List Price: $19.95 593062 Title: Advertising Council Earth Share Campaign: Strategy, Execution, and Final Campaign
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Author(s): Rangan, V. Kasturi; Kramer, Jayne D. Publication Date: 11/24/1992 Revision Date: 04/11/1995 Product Type: Case (Field) Abstract: In the several years preceding 1992, there had been a dramatic rise in the public's concern for environmental issues. Yet the Roper Organization reported that fewer than one in ten Americans made personal efforts to help solve environmental problems on a regular basis. The Environmental Federation approached the Advertising Council in New York to develop an advertising campaign to motivate individuals and businesses to modify their actions to restore and protect the environment. The case details three phases of campaign development: research, strategy, and execution. Geographic Setting: United States Industry Setting: Advertising industry Company Size: large Number of Employees: 40 Gross Revenues: $1 billion revenues Subjects: Advertising campaigns; Environmental protection; Nonprofit organizations; Social enterprise Length: 17p Supplementary Materials: Teaching Note, (596104), 5p, by V. Kasturi Rangan; Case Video, (593516), 16 min, by V. Kasturi Rangan 593061 Title: Advertising Council Get Out the Vote Campaign: Strategy and Creative Execution Author(s): Rangan, V. Kasturi; Kramer, Jayne D. Publication Date: 11/23/1992 Revision Date: 06/01/1994 Product Type: Case (Field) Abstract: As of 1992, the United States had one of the lowest voter turnouts of western democratic nations (57.4% at the 1988 presidential elections). The case describes the development process for the 1992 campaign with a specific emphasis on strategy execution. Presents story boards of various campaign proposals. Students are asked to evaluate the executions. Teaching Purpose: To help students understand the process of converting general advertising strategy to concrete execution, which includes creative as well as copy development. Geographic Setting: United States Industry Setting: Advertising industry Company Size: large Number of Employees: 40 Gross Revenues: $1 billion revenues Subjects: Advertising campaigns; Advertising strategy; Nonprofit organizations; Social enterprise Length: 17p
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Supplementary Materials: Case Video, (593515), 4 min, by V. Kasturi Rangan 593060 Title: Advertising Council Teen Alcoholism Campaign: Research and Strategy Author(s): Rangan, V. Kasturi; Kramer, Jayne D. Publication Date: 11/24/1992 Revision Date: 06/22/1993 Product Type: Case (Field) Abstract: Documents research aimed at curbing teen alcohol consumption. The three objectives for the campaign were all designed to interrupt a teen's thought process regarding alcohol consumption. Based on quantitative, as well as qualitative analyses, the Ad Council campaign team recommends a positioning strategy. Students are required to discuss its merits. Teaching Purpose: Gives students an understanding of how to construct advertising strategies from research data. Geographic Setting: United States Industry Setting: Advertising industry Company Size: large Number of Employees: 40 Gross Revenues: $1 billion revenues Subjects: Advertising campaigns; Advertising strategy; Market research; Nonprofit organizations; Social enterprise Length: 31p 593059 Title: Advertising Council: Corporate Strategy Author(s): Rangan, V. Kasturi; Kramer, Jayne D. Publication Date: 11/23/1992 Revision Date: 03/28/1997 Product Type: Case (Field) Abstract: Documents the formation and growth of the Advertising Council, a nonprofit agency headquartered in New York. The Ad Council, with close to $1 billion in advertising placements, was the single largest originator of Public Service Announcements (PSA) in 1992. But its share and influence in the PSA market had rapidly declined in the last decade. Poses the question of how its corporate strategy should be realigned in the face of a changing environment. Raises issues of fund-raising, client management, and social cause advertising, client management, and social cause of advertising. Teaching Purpose: To expose students to the workings of a nonprofit advertising organization, and to enable them to understand what it takes to construct a strategy plan. Analyses of customers, competitors, partners, and donors are integral to developing a plan of action. Geographic Setting: United States Industry Setting: Advertising industry Company Size: large Number of Employees: 40 Gross Revenues: $1 billion revenues Subjects: Advertising; Advertising strategy; Corporate strategy; Nonprofit organizations; Social enterprise Length: 20p Supplementary Materials: Case Video, (593513), 34 min, by V. Kasturi Rangan 594124 Title: Advertising and Promotion Management, Fourth Edition, Video Index Author(s): Quelch, John A. Publication Date: 04/25/1994 Product Type: Supplement Abstract: Video Index for videotape (9594-511). Must be used with: (594511) Advertising and Promotion Management, Fourth Edition, Video. Industry Setting: Advertising industry Subjects: Advertising; Advertising media; Consumer marketing; Sales promotions Length: 1p 592008 Title: Advertising and Promotion Management, Third Edition, Video Index Author(s): Quelch, John A. Publication Date: 07/26/1991 Revision Date: 09/04/1991 Product Type: Supplement Abstract: Video Index for videotape (9891-512). Must be used with: (891512) Advertising and Promotion Management, Third Edition, Video. Industry Setting: Advertising industry Subjects: Advertising; Advertising media; Consumer marketing; Sales promotions Length: 1p 582122 Title: Advertising/Sales Ratio Exercise Author(s): Quelch, John A. Publication Date: 06/04/1982 Revision Date: 01/17/1984 Product Type: Exercise Abstract: Data on advertising expense, total marketing expense, and research and development expense, all as a percent of sales is provided for 12 industries. Students must attempt to match the names of the 12 industries against these ratio profiles. Industry Setting: Advertising industry Subjects: Advertising; Industry analysis; Market research; Marketing management; Sales promotions Length: 2p 93211 Title: Advertising: "The Poetry of
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Becoming" Author(s): Levitt, Theodore Publication Date: 03/01/1993 Product Type: Harvard Business Review Article Abstract: People don't take vacations to "get away from it all," states marketing guru Ted Levitt, but to escape from modern commercialism. And the chief culprit is advertising: omnipresent, relentless, loud, sometimes tasteless. Even if you like a product or love an ad, the ubiquitousness, the repetition of advertising can drive you crazy. But advertising helps a lot too, Levitt asserts. Facilitating the free flow of commerce, advertising creates opportunities and employment and spurs innovation. Informing, entertaining, and exciting, it presents a change of pace amidst the usual news, drama, sports, or MTV. Ads open doors to the products people create to reshape their environments and enhance their lives, the tools they use to get results. And in an era where there is so much to mistrust, advertising is straightforward in its purpose. Acting in behalf of whoever is paying, it hides no agenda but blatantly seeks your money. Industry Setting: Advertising industry Subjects: Advertising; Ethics Length: 3p 83511 Title: After the Sale Is Over Author(s): Levitt, Theodore Publication Date: 09/01/1983 Product Type: Harvard Business Review Article Abstract: Buyers no longer purchase products and services but sets of expectations. Thus, the relationship between buyer and seller often intensifies when the sale is made. How selling companies manage buyer-seller relationships increasingly affects their reputations and repeat sales. The seller can maintain a healthy relationship with the buyer after the purchase by regularly considering whether the relationship has been improving or deteriorating. To effectively manage relationships, managers must understand both the problems and the opportunities. Subjects: Customer relations; Marketing management; Sales management Length: 7p 904A04 Title: Agilent Technologies Author(s): Saperstein, Jeff; Burg, Camilla; Ghosh, Anamika; Arenas, Maria del Carmen Publication Date: 02/17/2004 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO
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Abstract: Agilent Technologies was spun off from Hewlett-Packard (HP) in an effort to establish a new brand in the high-tech industry. The senior director of global brand management was reflecting on the company's challenges in focusing its worldwide marketing effort on the multiple business sectors. Agilent was intended to establish itself as a separate company from HP while still continuing in the HP tradition of excellent customer service and reliability. Now, with smaller advertising and marketing budgets, downsizing of the company, fierce competitive pricing and service, and an evolution from within Agilent Technologies to provide more service and knowledge through its Web site, the marketing and communications challenges have changed since the company's introduction. Geographic Setting: United States Industry Setting: Service industries Company Size: large Event Year Start: 2003 Event Year End: 2003 Subjects: Brand management; Business services; Consumer marketing; High technology; Management of change; Marketing information systems; Marketing management; Sales management Length: 29p Supplementary Materials: Teaching Note, (804A04), 6p, by Jeff Saperstein Year New: 2004 593067 Title: Ahold and AMS: The 1993 Restructuring of AMS and the 1992 AMS Coca-Cola Euro-Promotion Author(s): Goldberg, Ray A. Publication Date: 12/11/1992 Product Type: Case (Field) Abstract: Coca Cola and AMS, under leadership of Ahold, develop a joint promotion in the 1992 Summer Olympics. An evaluation of the program and its significance follows. Geographic Setting: Europe Industry Setting: Food industry; Retail industry Company Size: large Subjects: Beverages; Brands; International marketing; Joint ventures; Sales promotions Length: 29p 586144 Title: Air Canada: Organizing for Public Relations and Media Relations (A) Author(s): Greyser, Stephen A.; Eales, Roy Publication Date: 03/14/1986 Revision Date: 02/27/1987 Product Type: Case (Field) Abstract: A highly visible company is reviewing its policies and practices regarding public relations, especially media relations. A key element of its philosophy is openness toward the media, and a major policy is that responsible line managers (rather than public relations spokespersons) deal with the media. Major teaching issues include consideration of alternative approaches to dealing with the media (and their implications), relevant media relations training, and the applicability of Air Canada's approach in companies with less visibility. May be used with: (587126) Air Canada: Organizing for Public Relations and Media Relations (B): The Manager and the Media. Geographic Setting: Canada Industry Setting: Airline industry Company Size: large Subjects: Airlines; Canada; Public relations Length: 18p 587126 Title: Air Canada: Organizing for Public Relations and Media Relations (B): The Manager and the Media Author(s): Greyser, Stephen A. Publication Date: 02/20/1987 Product Type: Case (Field) Abstract: Describes a major company initiative to expose its managers to "basics" about media relations. May be used with: (586144) Air Canada: Organizing for Public Relations and Media Relations (A). Geographic Setting: Canada Industry Setting: Airline industry Company Size: large Subjects: Airlines; Canada; Public relations Length: 9p 593102 Title: Air Miles Author(s): Quelch, John A.; Calpin, Michele Publication Date: 05/28/1993 Revision Date: 07/07/1995 Product Type: Case (Field) Abstract: The chairman and CEO of a U.K.-based frequent buyer travel award program is planning on launching in North America. Management must determine the marketing strategy to be used, specifically how the U.K. program should be altered, whether the U.S. and Canadian markets should use the same strategy, and whether grocery retailers or grocery manufacturers should be used as sponsors. Geographic Setting: United States; Canada; United Kingdom Company Size: small Subjects: Airlines; Expansion; Market entry; Marketing strategy; Sales promotions Length: 32p
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Supplementary Materials: Teaching Note, (598099), 16p, by John A. Quelch 907A09 Title: Air Miles Canada: Rebranding the Air Miles Rewards Program Author(s): Chandrasekhar, Ramasastry; Dawar, Niraj Publication Date: 11/21/2007 Revision Date: 04/03/2008 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Air Miles, the largest third party loyalty program in Canada, has more than nine million subscribers. Competition in the loyalty card market is heating up with the entry of Aeroplan and the myriad of proprietary loyalty programs launched by retailers and other brands, and Air Miles seeks to tighten its relationship with customers. Paradoxically, for a data-driven company focused on influencing consumers individually, Air Miles opts to develop and launch a mass advertising campaign to reconnect with consumers, and just as importantly, to re-energize internally. Geographic Setting: Canada Subjects: NO SUBJECTS(KEYWORDS) Length: 11p Supplementary Materials: Teaching Note, (807A09), 4p, by Ramasastry Chandrasekhar, Niraj Dawar 579057 Title: Airframe Industry (A) Author(s): Shapiro, Benson P.; Moriarty, Rowland T., Jr. Publication Date: 10/24/1978 Revision Date: 07/15/1981 Product Type: Case (Library) Abstract: Focuses on the competition among Boeing, McDonnell Douglas, Lockheed and Airbus Industries for the commercial jet aircraft market of the 1980s. This market was projected to be $70 billion. The aircraft manufacturers had to commit to a product strategy three years prior to the time new aircraft would become available. As of 1978, they have three alternatives - continue marketing their current airplanes, modify them, or build completely new airplanes. May be used with Airframe Industry in 1987. Industry Setting: Aircraft industry Gross Revenues: $70 billion estimated market Subjects: Aircraft; Manufacturing; Multinational corporations; Product management; Product positioning Length: 26p Supplementary Materials: Supplement (Library), (581118), 2p, by Benson P. Shapiro, ; Supplement (Library),
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(582116), 1p, by Benson P. Shapiro 581118 Title: Airframe Industry (B): Spring 1978 Author(s): Shapiro, Benson P.; Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Presents the second in a series on the airframe industry. The purpose of the series is to explore competitive evolution and its relationship to product policy. Must be used with: (579057) Airframe Industry (A). Industry Setting: Aircraft industry Subjects: Aircraft; Competition; Industrial markets; International marketing; Multinational corporations; Product positioning Length: 2p 581119 Title: Airframe Industry (C): Summer 1978 Author(s): Shapiro, Benson P.; Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a series exploring competitive evolution and its relationship to product policy. Industry Setting: Aircraft industry Subjects: Aircraft; Competition; Industrial markets; International marketing; Multinational corporations; Product positioning Length: 2p 581121 Title: Airframe Industry (E): Fall 1979 Author(s): Shapiro, Benson P.; Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a series exploring competitive evolution and its relationship to product policy. Industry Setting: Aircraft industry Subjects: Aircraft; Competition; Industrial markets; International marketing; Multinational corporations; Product positioning Length: 2p 581122 Title: Airframe Industry (F): Fall 1979 Author(s): Shapiro, Benson P.; Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a series exploring competitive evolution and its relationship to product policy. Industry Setting: Aircraft industry Subjects: Aircraft; Competition; Industrial markets; International marketing; Multinational corporations; Product positioning Length: 1p 581123 Title: Airframe Industry (G): December 1979 Author(s): Shapiro, Benson P.; Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a series exploring competitive evolution and its relationship to product policy. Industry Setting: Aircraft industry Subjects: Aircraft; Competition; Industrial markets; International marketing; Multinational corporations; Product positioning Length: 2p 581124 Title: Airframe Industry (H): December 1980 Author(s): Shapiro, Benson P.; Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a series exploring competitive evolution and its relationship to product policy. Industry Setting: Aircraft industry Subjects: Aircraft; Competition; Industrial markets; International marketing; Multinational corporations; Product positioning Length: 2p 581125 Title: Airframe Industry (I): December 1980 Author(s): Shapiro, Benson P.; Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a series exploring competitive evolution and its relationship to product policy. Industry Setting: Aircraft industry Subjects: Aircraft; Competition; Industrial markets; International marketing; Multinational corporations; Product positioning Length: 2p 581126 Title: Airframe Industry (J): December 1980 Author(s): Shapiro, Benson P.; Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a series exploring competitive evolution and its relationship to product policy. Industry Setting: Aircraft industry Subjects: Aircraft; Competition;
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Industrial markets; International marketing; Multinational corporations; Product positioning Length: 3p
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582012 Title: Airframe Industry (L): Cumulative Aircraft Sales Author(s): Shapiro, Benson P.; Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a lengthy series of cases tracing the evolution of competition and marketing in the airframe industry. Provides cumulative sales through 1980 for the major competitors. Industry Setting: Aircraft industry Subjects: Aircraft; Competition; Industry analysis; Marketing strategy; Product planning & policy; Product positioning Length: 2p 582013 Title: Airframe Industry (M): Aircraft Profiles (as of September 1978) Author(s): Shapiro, Benson P.; Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a lengthy series of cases tracing the evolution of competition and marketing in the airframe industry. Provides a "product space" map as of September 1978. Industry Setting: Aircraft industry Subjects: Aircraft; Competition; Industry analysis; Marketing strategy; Product planning & policy; Product positioning Length: 1p 582014 Title: Airframe Industry (N): Aircraft Profiles (as of September 1980) Author(s): Shapiro, Benson P.; Wong KB Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a lengthy series tracing the evolution of competition and marketing in the airframe industry. Provides a "product space" map as of September 1980. Industry Setting: Aircraft industry Subjects: Aircraft; Competition; Industry analysis; Marketing strategy; Product planning & policy; Product positioning Length: 1p 582116 Title: Airframe Industry (O): December 1981 Author(s): Shapiro, Benson P. Publication Date: 12/01/1990 Product Type: Supplement (Library) Abstract: Part of a lengthy series of
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cases tracing the evolution of competition and marketing in the airframe industry. Describes important events taking place in the last half of 1981 including Lockheed's exit from the business. Must be used with: (579057) Airframe Industry (A). Industry Setting: Aircraft industry Subjects: Aircraft; Competition; Industry analysis; Marketing strategy; Product planning & policy; Product positioning Length: 1p 588014 Title: Airframe Industry in 1987 Author(s): Moriarty, Rowland T., Jr.; Moran, Ursula H. Publication Date: 09/18/1987 Product Type: Case (Library) Abstract: Describes the activities of Airbus, Boeing, and McDonnell Douglas in the commercial airframe industry in 1987. The issues in 1987 are product policy decisions in the 150-seat short range segment of the market and the 350-seat long range "junior jumbo" segment. These decisions will shape the industry into the 1990s and beyond. Industry Setting: Aircraft industry Subjects: Aircraft; Competition; Industrial markets; International marketing; Multinational corporations; Product positioning Length: 5p IMD047 Title: Akzo Nobel UK: Managing the Brand Portfolio Author(s): Kumar, Nirmalya; Rogers, Brian Publication Date: 01/01/2000 Revision Date: 03/18/2003 Product Type: Case (Field) Publisher: IMD - International Institute for Management Development Abstract: In June 1999, Leif Abildgaard, the managing director of Akzo Nobel UK, faced a difficult decision: he had to figure out how to revive the company's trade business. Akzo Nobel UK had two principal lines of business: the retail business, which sold paint to the domestic, do-it-yourself market, and the trade business, which sold paint to professionals using a network of traditional paint merchants, builders merchants, and the company's own distribution outlets. Abildgaard, along with some of his more senior managers, decided in 1999 to reduce the number of brands in the trade business portfolio. Although Akzo Nobel had successfully reduced the number of brands in its retail business portfolio, no attempt had ever been made to drop brands from the trade portfolio. Because the trade business consisted of professionals who tended to be brand loyal, Abildgaard knew that any decision he made would likely alienate some of his customers. Nevertheless, Abildgaard pressed ahead in his effort and had to decide which brands to discontinue. Geographic Setting: Europe Industry Setting: Paint & coatings industry Number of Employees: 86,000 Gross Revenues: $14.5 billion revenues Subjects: Brands; Decision making; Marketing management; Marketing strategy Length: 24p NEW 598018 Title: Aladdin Knowledge Systems Author(s): Quelch, John A.; Root, Robin Publication Date: 07/14/1997 Revision Date: 02/24/1998 Product Type: Case (Field) Abstract: The founder, president, and CEO of a leading software security company has just announced the $5.1 million cash acquisition of a key competitor. As a result, his company becomes the market share leader in Europe and number two in the United States. But now, he and the rest of the management team have to determine whether and how to integrate the worldwide marketing, sales, and distribution of the firm's two overlapping software security product lines. Geographic Setting: Israel; Germany; United States Industry Setting: Software industry Number of Employees: 80 Gross Revenues: $20 million revenues Subjects: Acquisitions; International marketing; Marketing management; Software Length: 19p Supplementary Materials: Teaching Note, (598071), 10p, by Das Narayandas 573069 Title: Alberto-Culver Co.: Calm 2 Author(s): Marshall, Martin V.; Clarke, Robert N. Publication Date: 06/01/1973 Product Type: Case (Field) Abstract: A successful fast-growing manufacturer of toiletries and mass market goods is considering the rejuvenation of an existing product, Calm aerosol spray powder antiperspirant. Case is used to appraise the processes in recreating and reintroducing a mass consumer product and to demonstrate the particular marketing strategy employed by the Alberto-Culver Co. Geographic Setting: Chicago, IL Industry Setting: Cosmetic; Personal care products
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Gross Revenues: $182 million sales Subjects: Advertising; Consumer goods; Consumer marketing; Market research; Marketing strategy; Product development Length: 23p 509079 Title: Alberto-Culver Co.: Subdue Author(s): Levitt, Theodore; Gale C Publication Date: 10/01/1963 Revision Date: 01/01/1977 Product Type: Case (Field) Abstract: A fast-growing manufacturer of toiletry goods for the mass consumer market is considering the introduction of a medicated shampoo to its line. Used to appraise the processes in creating and introducing a new mass consumer product and to demonstrate the application of brand management. Geographic Setting: Chicago, IL Industry Setting: Personal care products Gross Revenues: $100 million sales Event Year Start: 1962 Event Year End: 1962 Subjects: Advertising media; Brands; Consumer goods; Consumer marketing; Pricing; Product introduction; Product management; Product planning & policy Length: 27p 583034 Title: Alcan Aluminum Corp.: Building Products Division Author(s): Bonoma, Thomas V.; Carlson, Karen A. Publication Date: 11/01/1982 Revision Date: 05/01/1985 Product Type: Case (Field) Abstract: Alcan Aluminum Corp., the lowest cost producer of aluminum in the world, was confronted with the use of vinyl which, because it was cheaper to produce, had made substantial inroads into the siding market. Due to vinyl's increasing popularity, Alcan authorized a vinyl siding operation in 1980. The vinyl siding was to be sold only defensively, that is, to distributors who would otherwise drop Alcan's aluminum line. John Edwards, president of Alcan's building products division, wonders how to effectively manage the placement of vinyl siding along with aluminum to distributors. Geographic Setting: Cleveland, OH Industry Setting: Aluminum industry Company Size: large Gross Revenues: $5 billion sales Subjects: Conflict; Marketing implementation; Planning; Sales management Length: 20p Supplementary Materials: Teaching Note, (583143), 24p, by Thomas V.
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Bonoma, Karen A. Carlson 504018 Title: Alessi: Evolution of an Italian Design Factory (A) Author(s): Moon, Youngme; Dessain, Vincent; Sjoman, Anders Publication Date: 09/02/2003 Revision Date: 01/29/2004 Product Type: Color Case Abstract: Alessio Alessi, head of distribution at family-run Alessi S.p.A., is facing price and brand confusion among customers and is considering reorganizing Alessi's worldwide network of distributors. By describing the challenges facing Alessi, an internationally acclaimed design and manufacturing company of household objects for the table and kitchen, the case examines consumer marketing and distribution in general, as applied in the niche market of highly designed household goods for an Italian design factory. Includes color exhibits. Geographic Setting: Italy Industry Setting: Consumer products Number of Employees: 400 Gross Revenues: $100 million eurodollars Event Year Start: 2003 Event Year End: 2003 Subjects: Brands; Consumer goods; Consumer marketing; Design management; Distribution channels; Europe; Family owned businesses; Italy; Product development; Sales strategy Length: 15p Supplementary Materials: Supplement (Field), (504020), 9p, by Youngme Moon, Vincent Dessain, Anders Sjoman; Supplement (Field), (504022), 3p, by Youngme Moon, Vincent Dessain, Anders Sjoman; Color Case, (504019), 6p, by Youngme Moon, Vincent Dessain, Anders Sjoman; Teaching Note, (506057), 11p, by Youngme Moon Year New: 2004 504019 Title: Alessi: Evolution of an Italian Design Factory (B) Author(s): Moon, Youngme; Dessain, Vincent; Sjoman, Anders Publication Date: 09/02/2003 Revision Date: 02/02/2004 Product Type: Color Case Abstract: Since the 1970s, worldrenowned architect and designer, Alessandro Mendini, has acted as adviser and counselor to Alessi, the Italian household goods design factory. By discussing Mendini's role as art director, the case introduces the artistic side of Alessi, where design ambitions need to be balanced with business considerations. Includes color exhibits. May be used with: (504018) Alessi: Evolution of an Italian Design Factory (A). Geographic Setting: Italy Industry Setting: Consumer products Number of Employees: 400 Gross Revenues: $100 million eurodollars Event Year Start: 2003 Event Year End: 2003 Subjects: Brands; Consumer goods; Consumer marketing; Creativity; Design management; Distribution channels; Europe; Family owned businesses; Italy; Product development; Sales strategy Length: 6p Supplementary Materials: Teaching Note, (506057), 11p, by Youngme Moon Year New: 2004 504020 Title: Alessi: Evolution of an Italian Design Factory (C) Author(s): Moon, Youngme; Dessain, Vincent; Sjoman, Anders Publication Date: 09/02/2003 Revision Date: 02/02/2004 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (504018) Alessi: Evolution of an Italian Design Factory (A). Geographic Setting: Europe; Italy Industry Setting: Consumer products Subjects: Brands; Consumer goods; Consumer marketing; Design management; Distribution channels; Europe; Family owned businesses; Italy; Product development; Sales strategy Length: 9p Supplementary Materials: Teaching Note, (506057), 11p, by Youngme Moon Year New: 2004 504022 Title: Alessi: Evolution of an Italian Design Factory (D) Author(s): Moon, Youngme; Dessain, Vincent; Sjoman, Anders Publication Date: 09/02/2003 Revision Date: 01/29/2004 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (504018) Alessi: Evolution of an Italian Design Factory (A). Geographic Setting: Europe; Italy Industry Setting: Consumer products Subjects: Brands; Consumer goods; Consumer marketing; Design management; Distribution channels; Europe; Family owned businesses; Italy; Product development; Sales strategy Length: 3p Supplementary Materials: Teaching Note, (506057), 11p, by Youngme Moon Year New: 2004
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578198 Title: Alfa-Laval: Farm Equipment Division (A) Author(s): Wiechmann, Ulrich E.; Gillespie, Kate Publication Date: 05/01/1978 Revision Date: 08/01/1981 Product Type: Case (Field) Abstract: Alfa-Laval is about to enter final negotiations with the Polish Foreign Trade Organization (FTO) concerning a licensing agreement for Alfa-Laval's line of milking machine equipment. Considers the interests of Alfa-Laval, the FTO, and Alfa-Laval's competitors. The student is asked to prepare Alfa-Laval's stand in the negotiations. Geographic Setting: Sweden; Poland Industry Setting: Agriculture industry Company Size: large Subjects: Industrial markets; International trade; Machinery; Marketing management; Multinational corporations; Negotiations Length: 11p 578199 Title: Alfa-Laval: Farm Equipment Division (B) Author(s): Wiechmann, Ulrich E. Publication Date: 05/01/1978 Product Type: Case (Field) Abstract: Reveals the outcome of the final negotiations between Alfa-Laval and the Polish FTO. In 1974, the FTO is interested in another licensing agreement for a more advanced product line. The student is asked to evaluate the new situation in light of two years' experience and change. Geographic Setting: Sweden; Poland Industry Setting: Agriculture industry Company Size: large Subjects: Industry analysis; International trade; Machinery; Marketing management; Multinational corporations; Negotiations Length: 3p 9-183-9C Title: All Customers are not Created Equal, FSS Author(s): Lattin, James M. Publication Date: 06/16/2008 Product Type: HBS Courseware Abstract: How are customers unique? How can we determine customer value? What are the implications of these customer differences for marketers? In this presentation, Professor James M. Lattin presents his model for revealing the hidden dynamics of customer relationships over time. He applies this model to the donation behavior of university alumni, describes a logic for allocating marketing dollars across unequal customers, and reflects on the implications for marketing practice in
Marketing
general. Subjects: NO SUBJECTS(KEYWORDS) Length: 49 min Year New: 2007 U9612C Title: All You Need to Know About Making Money on the Internet--at Least as of This Month Author(s): Billington, Jim Publication Date: 12/01/1996 Product Type: Harvard Management Update Article Abstract: While the conventional wisdom about using the Internet for profit changes monthly, there are two potentially enduring truths: 1) the Internet allows unprecedented, direct access to individual customers for business; and 2) the key to making money on the Internet is to focus on customer relationships, not on technology for technology's sake. There are four possible roles that a company can take to create a one-on-one relationship with its customers online: the guide (the salesperson as consultant), guiding the customer through a transaction; the customizer, tailoring a product to the individual consumer; the community participant, reaching customers through participation in an organization of electronic communities; and the coordinator or architect, exploiting technology to bring together different businesses and services to meet customer needs. The overarching theme is that technology is only a tool; the real pay dirt here is the customer. Industry Setting: Information services Subjects: Customer relations; Electronic commerce; Information services; Internet; Marketing strategy Length: 2p List Price: $4.50 BH146 Title: The All-American Beer: A Case of Inferior Standard (Taste) Prevailing? Author(s): Choi, David Y.; Stack, Martin H. Publication Date: 01/15/2005 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: America's preference for homogeneous, bland-tasting beer may have been largely derived not from an efficient, market-clearing equilibrium, but from a series of interesting historical processes and events. Argues that the U.S. market may have become locked in a suboptimal equilibrium in which most consumers are no longer familiar with the full range of what beer is and can be. As a result, most competition in this market centers around advertising campaigns designed to differentiate between increasingly generic beers. Although the concepts of path dependency, switching costs, and lock-in have been employed principally in studies discussing technology standards, these ideas may be usefully extended to consumer branded products, including foods and beverages. Geographic Setting: United States Industry Setting: Beer Subjects: NO SUBJECTS(KEYWORDS) Length: 8p Year New: 2005 F00301 Title: The All-in-One Market Author(s): Nunes, Paul F.; Wilson, Diane; Kambil, Ajit Publication Date: 05/01/2000 Product Type: Harvard Business Review Article Abstract: Most companies have only been able to sell goods in one way. Now, with the Internet, a single site can offer many different transaction methods. Subjects: Electronic commerce; Internet; Market structure; Sales strategy Length: 2p 585159 Title: Allied Van Lines, Inc. Author(s): Greyser, Stephen A.; Henderson, Caroline M. Publication Date: 02/22/1985 Revision Date: 05/16/1986 Product Type: Case (Field) Abstract: Allied is deciding whether to use a new television advertising campaign. Extensive consumer research provides a basis for formulating creative and media decisions, as well as determining the advertising budget. Illustrates the use of a field experiment to test the effectiveness of the proposed campaign. Geographic Setting: Chicago, IL Industry Setting: Moving & storage industries Company Size: mid-size Gross Revenues: $200 million sales Subjects: Advertising campaigns; Advertising media; Air freight service; Consumer marketing; Market research; Trucking Length: 44p 586046 Title: Alloy Rods Corp. Author(s): Cespedes, Frank V.; Hattemer, Ellen R. Publication Date: 04/29/1986 Revision Date: 05/31/1989
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Product Type: Case (Field) Abstract: In July of 1985 the managers of Alloy Rods (who recently purchased the company through a leveraged buyout arrangement) find that their chief competitor (a company more than 6 times as large as Alloy Rods) has introduced a new product clearly aimed at Alloy's most profitable market segment. Management must frame a response, and a prime focus of the battle will be among distributors. Provides an excellent vehicle for comparing very different channel strategy and channel management philosophies, and also confronts students with the necessity of developing implementable marketing programs within the context of a financially-constrained organization. Geographic Setting: United States Industry Setting: Welding Company Size: mid-size Gross Revenues: $60 million assets Subjects: Distribution channels; Distribution planning; Industrial markets; Marketing implementation; Marketing management; Sales promotions Length: 23p Supplementary Materials: Teaching Note, (588076), 12p, by Frank V. Cespedes 500048 Title: Alloy.com: Marketing to Generation Y Author(s): Deighton, John; McWilliams, Gil Publication Date: 01/05/2000 Revision Date: 06/20/2000 Product Type: Case (Field) Abstract: A profitable dot com company? Alloy.com retails clothing to teens by catalog. Alloy uses a Web site to convert prospects and build community. The result is a business with the economics of a direct marketer and the market capitalization of an Internet start-up. The case presents the decision of whether to partner with AOL or to persevere with the current mix of customer acquisition methods. Geographic Setting: New York, NY Industry Setting: Apparel industry; Retail industry Number of Employees: 100 Gross Revenues: $20 million revenues Subjects: Direct marketing; Electronic commerce; Entrepreneurship; Internet; Marketing management Length: 14p Supplementary Materials: Teaching Note, (501043), 10p, by John Deighton 508033 Title: Alltech...naturally Author(s): Bell, David E.; Shelman, Mary Publication Date: 12/12/2007
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Revision Date: 04/14/2008 Product Type: Case (Field) Abstract: Entrepreneur Pearse Lyons had built Alltech into the fastest growing company in the global animal health industry through innovative technology, creative marketing, and strong branding. Sel-Plex, a proprietary Alltech product, had shown important health benefits for animals and humans. Although numerous branded selenium-enriched products were being sold in supermarkets around the world, the company's current business model (selling Sel-Plex as an ingredient) did not allow it to participate in the value created. Lyons and Alltech's directors must choose between three different options for Sel-Plex, which include continuing with the current strategy, partnering with animal producers, or marketing Sel-Plex directly to consumers in tablet form. Number of Employees: 1900 Event Year Start: 2007 Event Year End: 2007 Subjects: NO SUBJECTS(KEYWORDS) Length: 30p Year New: 2007 IMD053 Title: Alto Chemicals Europe (A) Author(s): Kashani, Kamran Publication Date: 01/01/1995 Revision Date: 01/06/2003 Product Type: Case (Field) Publisher: IMD - International Institute for Management Development Abstract: Describes the revised marketing strategy for a commodity chemical and the resulting salesforce opposition that confronts a new marketing manager. The changes in the strategy aim for: margin improvement, new segmentation, centralized decision making, and pan-European optimization. A 1993 ECCH award winner. This is a revised version of an earlier case. Geographic Setting: Europe Industry Setting: Chemical industry Subjects: Europe; Implementation; Leadership; Management of change; Marketing planning; Marketing strategy; Matrix organization; Sales organization Length: 13p Supplementary Materials: Supplement (Field), (IMD054), 3p, by Kamran Kashani; Supplement (Field), (IMD055), 3p, by Kamran Kashani; Teaching Note, (IMD056), 9p, by Kamran Kashani NEW IMD054 Title: Alto Chemicals Europe (B) Author(s): Kashani, Kamran Publication Date: 01/01/1995 Revision Date: 01/06/2003 Product Type: Supplement (Field) Publisher: IMD - International Institute for Management Development Abstract: Supplements the (A) case. Must be used with: (IMD053) Alto Chemicals Europe (A). Geographic Setting: Europe Industry Setting: Chemical industry Subjects: Europe; Implementation; Leadership; Management of change; Marketing planning; Marketing strategy; Matrix organization; Sales organization Length: 3p Supplementary Materials: Teaching Note, (IMD056), 9p, by Kamran Kashani NEW IMD055 Title: Alto Chemicals Europe (C) Author(s): Kashani, Kamran Publication Date: 01/01/1995 Revision Date: 01/06/2003 Product Type: Supplement (Field) Publisher: IMD - International Institute for Management Development Abstract: Supplements the (A) case. Must be used with: (IMD053) Alto Chemicals Europe (A). Geographic Setting: Europe Industry Setting: Chemical industry Subjects: Europe; Implementation; Leadership; Management of change; Marketing planning; Marketing strategy; Matrix organization; Sales organization Length: 3p Supplementary Materials: Teaching Note, (IMD056), 9p, by Kamran Kashani NEW 589035 Title: Amalgamated Aluminum Alloy Division Author(s): Shapiro, Benson P. Publication Date: 09/23/1988 Revision Date: 02/27/1989 Product Type: Case (Gen Exp) Abstract: The Alloy Division of Amalgamated Aluminum has a new lower cost product in its high strength alloy line. The product is patented and comparable to earlier, more costly products. The primary issue is pricing, in particular "customer oriented" pricing. There are important ethical overtones to the case. Geographic Setting: United States Industry Setting: Aluminum industry; Fabricated metals Company Size: large Subjects: Customer relations; Ethics; New product marketing; Pricing; Product lines Length: 5p Supplementary Materials: Teaching Note, (591121), 13p, by Benson P. Shapiro, John A. Quelch, N. Craig Smith
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588078 Title: Amalgamated Aluminum Pigments Division: The Technical Service Conundrum Author(s): Shapiro, Benson P. Publication Date: 06/29/1988 Revision Date: 02/28/1989 Product Type: Case (Gen Exp) Abstract: Raises important issues about customer technical service. The R&D and sales departments are attempting to decide how much technical service to provide to competing customers, and what form of technical service. Customer confidentiality, international support, and product liability are among the issues raised. Geographic Setting: United States Industry Setting: Chemical industry Company Size: large Subjects: Chemicals; Customer relations; Customer service; Industrial markets; Interdepartmental relations; Research & development; Sales strategy; Services Length: 3p 581149 Title: Amalgamated Foods: Implementation of a Marketing Decision Support System Author(s): Clarke, Darrel G.; Nichols J Publication Date: 05/04/1981 Revision Date: 09/11/1986 Product Type: Case (Field) Abstract: Amalgamated Foods has dropped one decision support system in favor of another. The second system is much less expensive to run (due to computer fees), but is less "user friendly." What changes in organization training and support must be made to make the decision a good one? Geographic Setting: United States Industry Setting: Packaged food industry Gross Revenues: $4 billion sales Subjects: Computer systems; Food; Information systems; Marketing planning Length: 19p Supplementary Materials: Supplement (Note), (582086), 4p, by Darrel G. Clarke, 582086 Title: Amalgamated Foods: Implementation of a Marketing Decision Support System, Addendum Author(s): Clarke, Darrel G.; Nickols J Publication Date: 01/04/1982 Revision Date: 07/30/1984 Product Type: Supplement (Note) Abstract: Provides cost estimates of the development of a marketing decision support system. Developed to provide some industry background. Must be used with: (581149) Amalgamated Foods: Implementation of a Marketing
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Decision Support System. Industry Setting: Food industry Subjects: Computer systems; Food; Information systems; Marketing planning Length: 4p 579182 Title: Amana Microwave Ovens Author(s): Buzzell, Robert D.; Wiersema, Frederik D. Publication Date: 03/01/1979 Revision Date: 07/30/1984 Product Type: Case (Library) Abstract: Describes Amana's position and strategies in the microwave oven market and evaluates its competitive thrust in this growth area. May be used with: (579185) Note on the Microwave Oven Industry. Geographic Setting: United States Industry Setting: Microwave Company Size: large Subjects: Appliances; Competition; Consumer goods; Growth strategy; Marketing strategy Length: 18p Supplementary Materials: Teaching Note, (585126), 4p, by Robert D. Buzzell 504S16 Title: American Airlines' Value Pricing (A), Spanish Version Author(s): Silk, Alvin J. Publication Date: 08/11/1993 Revision Date: 05/11/1994 Product Type: LACC Case Abstract: In April 1992, American Airlines launched "Value Pricing" -- a radical simplification of the complex pricing structure that had evolved over more than a decade following deregulation of the U.S. domestic airline industry. American expected that the new pricing structure would benefit consumers and restore profitability to both American and the industry as a whole. The critical issue raised is: Would American's bold initiative work? Teaching Purpose: Expose students to issues encountered in exercising price leadership to switch industry practice from a complex structure of differential prices and promotions to a simplified, everyday-low-pricing structure. Geographic Setting: United States Industry Setting: Airline industry Company Size: large Number of Employees: 116,000 Gross Revenues: $12.9 billion revenues Subjects: Airlines; Competition; Consumer marketing; Demand analysis; Market segmentation; Pricing; Pricing strategy Length: 25p Supplementary Materials: LACC Supplement, (507S12), 5p, by Alvin J. Silk, Steven C. Michael 594001 Title: American Airlines' Value Pricing (A) Author(s): Silk, Alvin J.; Michael, Steven C. Publication Date: 08/11/1993 Revision Date: 05/11/1994 Product Type: Case (Library) Abstract: In April 1992, American Airlines launched "Value Pricing" -- a radical simplification of the complex pricing structure that had evolved over more than a decade following deregulation of the U.S. domestic airline industry. American expected that the new pricing structure would benefit consumers and restore profitability to both American and the industry as a whole. The critical issue raised is: Would American's bold initiative work? Geographic Setting: United States Industry Setting: Airline industry Company Size: large Number of Employees: 116,000 Gross Revenues: $12.9 billion revenues Subjects: Airlines; Competition; Consumer marketing; Demand analysis; Market segmentation; Pricing; Pricing strategy Length: 24p Supplementary Materials: Supplement (Library), (594019), 4p, by Alvin J. Silk, Steven C. Michael; Supplement (Library), (595037), 8p, by Alvin J. Silk, Jamie Harper BESTSELLER 507S12 Title: American Airlines' Value Pricing (B), Spanish Version Author(s): Silk, Alvin J.; Michael, Steven C. Publication Date: 07/28/1993 Product Type: LACC Supplement Abstract: Supplements the (A) case. Must be used with: (504S16) American Airlines' Value Pricing (A), Spanish Version. Subjects: NO SUBJECTS(KEYWORDS) Length: 5p 594019 Title: American Airlines' Value Pricing (B) Author(s): Silk, Alvin J.; Michael, Steven C. Publication Date: 07/28/1993 Revision Date: 05/11/1994 Product Type: Supplement (Library) Abstract: Supplements the (A) case. Must be used with: (594001) American Airlines' Value Pricing (A). Subjects: Airlines; Competition; Consumer marketing; Demand analysis;
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595037 Title: American Airlines' Value Pricing (C) Author(s): Silk, Alvin J.; Harper, Jamie Publication Date: 10/11/1994 Product Type: Supplement (Library) Abstract: Designed as a follow-up to American Airlines' Value Pricing (A). Must be used with: (594001) American Airlines' Value Pricing (A). Subjects: Airlines; Competition; Consumer marketing; Demand analysis; Market segmentation; Pricing; Pricing strategy Length: 8p 593042 Title: American Airlines, Inc.: Proposal for a Three-Class Transcon Service Author(s): Dhebar, Anirudh Publication Date: 10/13/1992 Revision Date: 06/22/1994 Product Type: Case (Field) Abstract: American Airlines, Inc., the largest airline in the United States, is considering a proposal to enhance its flagship New York JFK - Los Angeles transcontinental service from a two-class (first and coach) to a three-class (first, business, and coach) product. The proposal was originated by the marketing group, and is motivated by considerations of competition, freqentflyer upgrade policies, product consistency, and demand stimulation (for domestic business-class travel). While the new product would be consistent with American's international product, it would be inconsistent with the rest of the domestic product. More important, it would require an expensive aircraft reconfiguration and the isolation of the JFK-LAX fleet from the rest of American's fleet--at a considerable loss of flexibility. Geographic Setting: Dallas, TX; Fort Worth, TX Industry Setting: Aviation industry Company Size: large Gross Revenues: $11 billion revenues Subjects: Airlines; Marketing management; Pricing; Product design; Product lines; Product planning & policy Length: 19p Supplementary Materials: Teaching Note, (594025), 18p, by Anirudh Dhebar 599109 Title: The American Basketball League: The Last Chapter Author(s): Greyser, Stephen A.; Smyth, Elizabeth E. Publication Date: 06/25/1999 Revision Date: 08/10/2004
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Product Type: Case (Library) Abstract: Provides information on the demise of the American Basketball League (ABL) in December 1998. Reviews the League's attendance, television activity, and competitive positioning versus the Women's National Basketball Association (WNBA). In conjunction with earlier cases on the ABL and the WNBA, students are asked to assess the reasons why the league was not financially successful. A chronology of the ABL's history is included. May be used with: (599031) Women's Professional Basketball and the American Basketball League. Geographic Setting: United States Industry Setting: Sports industry Subjects: Competition; Consumer marketing; Sports; Women Length: 2p 591043 Title: American Cyanamid Author(s): Goldberg, Ray A.; O'Keefe, Edmund Publication Date: 10/29/1990 Revision Date: 02/04/1997 Product Type: Case (Field) Abstract: American Cyanamid has one of the most successful plant protection and animal health divisions in the world. How to develop a strategy for the 1990s that will take advantage of their new plant and general technology domestically and globally and at the same time develop a delivery system that responds to the increasing sophistication of the farmer/purchaser is the essence of the case. Geographic Setting: Global Industry Setting: Agribusiness Company Size: Fortune 500 Gross Revenues: $5 billion revenues Subjects: Agribusiness; Industrial markets; International marketing Length: 24p 9-509-720 Title: The American Express Card; Twelve Ad Clips, Video (DVD) Author(s): Quelch, John A. Publication Date: 12/01/2008 Product Type: Video Abstract: This product contains twelve advertising clips that illustrate the evolution of the American Express Card over a fifty year period. Subjects: NO SUBJECTS(KEYWORDS) Length: 12 min List Price: $150.00 9-509-721 Title: The American Express Card; Twelve Ad Clips, Video (VHS) Author(s): Quelch, John A. Publication Date: 12/01/2008 Product Type: Video Abstract: This product contains twelve advertising clips that illustrate the evolution of the American Express Card over a fifty year period. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p List Price: $150.00 591033 Title: American Heart Association's Heartguide Author(s): Goldberg, Ray A.; Shaner, Janet Publication Date: 09/24/1990 Product Type: Case (Field) Abstract: The American Heart Association created a label with the cooperation of the food industry that identified low cholesterol and fat that would be beneficial for a healthy heart. Geographic Setting: United States Industry Setting: Health care industry; Food industry Subjects: Food; Health Length: 42p Supplementary Materials: Supplement (Pub Mat), (591057), 3p, by Ray A. Goldberg, Edmund O'Keefe 591057 Title: American Heart Association's Heartguide, Supplement Author(s): Goldberg, Ray A.; O'Keefe, Edmund Publication Date: 12/19/1990 Product Type: Supplement (Pub Mat) Abstract: Discusses recent news items that link food to health, nutrition, and the environment. Must be used with: (591033) American Heart Association's Heartguide. Industry Setting: Food industry Subjects: Food; Health Length: 3p 504014 Title: American Legacy: Beyond the Truth Campaign Author(s): Moon, Youngme; Herman, Kerry Publication Date: 10/06/2003 Revision Date: 08/09/2005 Product Type: Color Case Abstract: The hard-hitting "Truth" campaign has been one of the most successful antismoking initiatives in history. The focus of the "Truth" campaign is to dissuade teenagers from smoking. The sponsor of the campaign, the American Legacy Foundation, is now trying to decide whether to readjust its priorities and focus on what it calls "the other side of the equation"--encouraging already-addicted adult smokers to quit smoking. However, the only way to do this is by diverting resources away from
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the "Truth" campaign, a campaign that they know is working. Includes color exhibits. Geographic Setting: United States Industry Setting: Advertising industry; Health care industry Number of Employees: 50 Gross Revenues: $300 million revenues Event Year Start: 2003 Event Year End: 2003 Subjects: Advertising; Communication; Consumer marketing; Ethics; Health care; Market segmentation; Nonprofit marketing Length: 28p Supplementary Materials: Teaching Note, (506056), 8p, by Youngme Moon Year New: 2005 593038 Title: American Mobile Satellite Corp. Author(s): Cespedes, Frank V.; Goode, Laura Publication Date: 11/02/1992 Revision Date: 05/12/1993 Product Type: Case (Field) Abstract: American Mobile Satellite Corp. (AMSC) has a license to provide wireless mobile communications via satellite throughout the United States and 200 miles of coastal waters. The first satellite launch is scheduled for 1994 and, in the interim, AMSC is providing limited services via another company's satellites. In mid-1992, AMSC's president is making decisions concerning AMSC's marketing program, including the nature of distribution channels for AMSC services and whether to add high-speed data capabilities to AMSC's product line. A key tension in this case involves the need to maximize capacity utilization of AMSC's satellite (via multiple services and distribution channels) versus the need to focus limited engineering and other product-development resources in a young, resource-constrained company. Illustrates the interdependent nature of product policy, channel, and salesstrategy decisions, while also illustrating typical differences between marketing/sales and product development/engineering in an emerging, technology-sensitive marketplace. Geographic Setting: United States Industry Setting: Telecommunications industry Subjects: Distribution channels; Marketing implementation; Marketing organization; Marketing strategy; Product management; Sales management; Telecommunications Length: 23p Supplementary Materials: Teaching Note, (593116), 16p, by Frank V.
Marketing
Cespedes 595020 Title: American Rice, Inc. in Vietnam Author(s): Goldberg, Ray A.; Travis, Quintus Publication Date: 11/15/1994 Product Type: Case (Field) Abstract: Describes the first major joint venture between a U.S. and Vietnam rice company with reqard to the world rice trade. What are the opportunities and what are the challenges? Geographic Setting: Global Industry Setting: Rice Number of Employees: 1,000 Gross Revenues: $60 million revenues Subjects: Agribusiness; Joint ventures; Southeast Asia Length: 29p 587044 Title: Amerisource Author(s): Cespedes, Frank V. Publication Date: 07/10/1986 Revision Date: 02/12/1993 Product Type: Case (Field) Abstract: In early 1986, the president of a retailer of microcomputers, telephones and other systems is reviewing 1985 results and considering how best to meet the firm's 1986 sales target in the context of slow growth throughout the industry, and how to improve implementation of the firm's new "valueadded marketing" strategy. The case focuses on issues of sales-force organization and management, and raises the issue of what systems and processes must change (e.g., recruiting criteria, training, compensation systems, and deployment) when a firm's marketing strategy changes. Geographic Setting: United States Industry Setting: Computer industry Company Size: mid-size Gross Revenues: $75 million sales Subjects: Marketing implementation; Marketing management; Marketing organization; Sales management; Sales organization; Sales strategy Length: 22p Supplementary Materials: Teaching Note, (589037), 15p, by Frank V. Cespedes 579093 Title: Amicon Corp. (A) Author(s): Corey, E. Raymond; Capon, Noel Publication Date: 11/01/1978 Revision Date: 10/23/1989 Product Type: Case (Field) Abstract: Amicon holds a patent on a new process for the separation of blood plasma from whole blood. It has to decide whether to pursue a direct entry, joint venture, or licensing strategy. If it chooses licensing, there are many subissues to consider. May be used with: (579094) Amicon Corp. (B); (579095) Amicon Corp. (C). Geographic Setting: Massachusetts Industry Setting: Blood & plasma Company Size: small Gross Revenues: $20 million sales Subjects: Distribution channels; Health services; Licensing; Medical supplies; Negotiations; Patents; Technological change Length: 20p Supplementary Materials: Teaching Note, (583100), 17p, by E. Raymond Corey, Noel Capon 579094 Title: Amicon Corp. (B) Author(s): Corey, E. Raymond; Capon, Noel Publication Date: 11/01/1978 Revision Date: 10/20/1989 Product Type: Case (Field) Abstract: Details the negotiation between Amicon and three potential licensees, Jackson, Maynard-Smith and Behrstein. May be used with: (579093) Amicon Corp. (A); (579095) Amicon Corp. (C). Geographic Setting: Massachusetts Industry Setting: Blood & plasma Company Size: small Gross Revenues: $20 million sales Subjects: Distribution channels; Health services; Licensing; Medical supplies; Negotiations; Patents; Technological change Length: 8p Supplementary Materials: Teaching Note, (583100), 17p, by E. Raymond Corey, Noel Capon 579095 Title: Amicon Corp. (C) Author(s): Corey, E. Raymond; Capon, Noel Publication Date: 11/01/1978 Revision Date: 02/02/1990 Product Type: Case (Field) Abstract: Details the negotiations between Amicon and one potential licensee, Jackson. May be used with: (579093) Amicon Corp. (A); (579094) Amicon Corp. (B). Geographic Setting: Massachusetts Industry Setting: Health care industry Company Size: small Gross Revenues: $20 million sales Subjects: Distribution channels; Health services; Licensing; Medical supplies; Negotiations; Patents; Technological change Length: 5p 504024 Title: Amnesty International Author(s): Quelch, John A.; Laidler,
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Nathalie Publication Date: 08/07/2003 Product Type: Case (Field) Abstract: Amnesty International is a nonprofit human rights advocacy organization. Describes the challenges facing the organization and the role of branding. Geographic Setting: United Kingdom Number of Employees: 450 Gross Revenues: $140 million revenues Event Year Start: 2003 Event Year End: 2003 Subjects: Brand management; Brands; Nonprofit organizations; Social enterprise; United Kingdom Length: 26p NEW 507070 Title: AmorePacific Author(s): Ofek, Elie; Herman, Kerry Publication Date: 04/06/2007 Revision Date: 06/03/2008 Product Type: Note Abstract: Describes the dominant firm in the Korean cosmetics market up to the mid-2000s. Gives background on AmorePacific's historical evolution, its current brands, and the competition it faces from local and international players. Also provides information on the market structure and prominent channels of distribution. Geographic Setting: Asia; Koreas Industry Setting: Cosmetic Gross Revenues: $765 million revenues Event Year Start: 2005 Event Year End: 2005 Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2007 598029 Title: Amway Japan Ltd. Author(s): Arnold, David J.; Quelch, John A.; Fujikawa, Yoshinori; Reinmoller, Patrick Publication Date: 02/23/1998 Revision Date: 02/11/1999 Product Type: Case (Field) Abstract: In April 1997, the president of Amway Japan (AJL, Tokyo, Japan), pondered how to reverse the first performance decline the company has experienced since entering the Japanese direct selling market in 1979. Established as the tenth overseas subsidiary of Amway Corp. of Ada, Michigan, AJL had grown to become the most successful company with 1996 sales of Y212 billion ($1.9 billion), accounting for 30% of Amway's worldwide sales. Having succeeded in doubling AJL's sales during the five
Marketing
years of his presidency, the AJL president now needed to develop a strategy not only for rebuilding growth in the second half of FY 1997 but also for achieving AJL's long-term goal of sales of Y300 billion by FY 2000. AJL faced the following issues in 1997: 1) fluctuating distributor motivation, 2) growing dissatisfaction with Amway products, 3) increasing difficulty in controlling the distributor network, and 4) a changing market environment. AJL could enhance its sales growth by boosting sponsoring, retention, and/or productivity of its distributor membership. Strategic options for AJL included: 1) penetration growth, 2) productivity growth, or 3) both. The AJL president needed to come up with a clear strategic design based on a thorough analysis of the pros and cons of each strategic choice. Geographic Setting: Japan; United States Industry Setting: Personal care products Number of Employees: 1,044 Gross Revenues: $2 billion revenues Subjects: Direct marketing; Distribution; Distribution channels; Growth strategy; International marketing; Japan; Strategic planning Length: 27p Supplementary Materials: Teaching Note, (500102), 9p, by David J. Arnold, Yoshinori Fujikawa 904M35 Title: Amway in China (A): A New Business Model Author(s): Tan, David; Tan, Justin Publication Date: 07/13/2004 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Amway is a large manufacturer of household products that uses the direct selling approach. The company was established in the late 1940s and over the years, still using direct selling, branched into the United Kingdom, Europe, and Japan. With this global success, it expanded further, into the Chinese market. However, the company must look at its strategy after the Chinese government implements regulations on the direct marketing business model. Geographic Setting: China Industry Setting: Retail store Subjects: Corporate governance; Government policy; Legal aspects of business; Marketing management; Regulation Length: 10p Supplementary Materials: Teaching Note, (804M35), 7p, by David Tan, Justin Tan; Supplement (Field), (904M36), 10p, by David Tan, Justin Tan Year New: 2005 904M36 Title: Amway in China (B): Adapting to a Changing Environment Author(s): Tan, David; Tan, Justin Publication Date: 07/13/2004 Product Type: Supplement (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Supplements the (A) case. Must be used with: (904M35) Amway in China (A): A New Business Model. Subjects: Corporate governance; Government policy; Legal aspects of business; Marketing management; Regulation Length: 10p Supplementary Materials: Teaching Note, (804M35), 7p, by David Tan, Justin Tan Year New: 2005 503S26 Title: Analyzing Consumer Perceptions, Spanish Version Author(s): Dolan, Robert J. Publication Date: 03/16/1999 Revision Date: 12/12/2001 Product Type: LACC Note Abstract: Describes the perceptual mapping techniques in a non-technical fashion. The procedure is useful for the depiction of the structure of the market. Discusses alternative methods, presents examples of each, and shows how the maps can be used in marketing decision making. Subjects: Consumer behavior; Market research; Market structure Length: 15p 599110 Title: Analyzing Consumer Perceptions Author(s): Dolan, Robert J. Publication Date: 03/16/1999 Revision Date: 12/12/2001 Product Type: Note Abstract: Describes the perceptual mapping techniques in a non-technical fashion. The procedure is useful for the depiction of the structure of the market. Discusses alternative methods, presents examples of each, and shows how the maps can be used in marketing decision making. Subjects: Consumer behavior; Market research; Market structure Length: 13p BESTSELLER 503S27 Title: Analyzing Consumer Preferences, Spanish Version Author(s): Dolan, Robert J. Publication Date: 03/16/1999
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Revision Date: 12/12/2001 Product Type: LACC Note Abstract: Presents a non-traditional description of the conjoint analysis methodology. Discusses the process by which a study is done and cites areas of application. Subjects: Consumer behavior; Market research Length: 16p 599112 Title: Analyzing Consumer Preferences Author(s): Dolan, Robert J. Publication Date: 03/16/1999 Revision Date: 12/12/2001 Product Type: Note Abstract: Presents a non-traditional description of the conjoint analysis methodology. Discusses the process by which a study is done and cites areas of application. Subjects: Consumer behavior; Market research Length: 13p BESTSELLER R0310Z Title: And Now, a Word from Our Sponsor (Commentary for HBR Case Study) Author(s): Gamgort, Bob; Nelson, Michelle R.; Thompson, Mozelle W.; Sheehan, Mike; Peebles, M. Ellen Publication Date: 10/01/2003 Product Type: Harvard Business Review Article Abstract: Bryant Pharmaceutical's flagship product, a popular arthritis medicine called Seflex, is selling well-but not well enough. With generic versions due on the shelves in a couple of years, the drug company is looking for a dramatic sales increase. VP Laura Goldenberg knows she has to reach more consumers, but in an environment where people bombarded with advertising are using devices such as TiVo to skip ads, her job has suddenly taken on a new intensity. In search of a new, gangbuster campaign, Laura and her ad agency come up with the idea of product placement--not your typical integration of a product into a television or movie script, but a less traditional approach. Their idea is to hire a muchloved, elderly actress to extol the virtues of Seflex on a morning news program. The news segment would be about arthritis, and Seflex would be casually mentioned during the interview. The company would have to pay the actress $1 million, and there are risks: What if it gets out that Bryant is paying her? What if the actress errs and says something about Seflex's side effects? Should the company green-light Laura's plan? This fictional case study looks at the pros and
Marketing
cons of traditional product placement and newer, more subtle alternatives to advertising. May be used with: (R0310X) And Now, a Word from Our Sponsor (HBR Case Study). Industry Setting: Advertising industry Subjects: Advertising; Advertising campaigns; Consumer marketing; Ethics; HBR Case Discussions; Marketing strategy; Product positioning Length: 4p Year New: 2004 R0310A Title: And Now, a Word from Our Sponsor (HBR Case Study and Commentary) Author(s): Gamgort, Bob; Nelson, Michelle R.; Thompson, Mozelle W.; Sheehan, Mike; Peebles, M. Ellen Publication Date: 10/01/2003 Product Type: Harvard Business Review Article Abstract: Bryant Pharmaceutical's flagship product, a popular arthritis medicine called Seflex, is selling well-but not well enough. With generic versions due on the shelves in a couple of years, the drug company is looking for a dramatic sales increase. VP Laura Goldenberg knows she has to reach more consumers, but in an environment where people bombarded with advertising are using devices such as TiVo to skip ads, her job has suddenly taken on a new intensity. In search of a new, gangbuster campaign, Laura and her ad agency come up with the idea of product placement--not your typical integration of a product into a television or movie script, but a less traditional approach. Their idea is to hire a muchloved, elderly actress to extol the virtues of Seflex on a morning news program. The news segment would be about arthritis, and Seflex would be casually mentioned during the interview. The company would have to pay the actress $1 million, and there are risks: What if it gets out that Bryant is paying her? What if the actress errs and says something about Seflex's side effects? Should the company green-light Laura's plan? This fictional case study looks at the pros and cons of traditional product placement and newer, more subtle alternatives to advertising. Industry Setting: Advertising industry; Pharmaceutical industry Subjects: Advertising; Advertising campaigns; Consumer marketing; Ethics; HBR Case Discussions; Marketing strategy; Product positioning Length: 9p NEW R0310X Title: And Now, a Word from Our Sponsor (HBR Case Study) Author(s): Peebles, M. Ellen Publication Date: 10/01/2003 Product Type: Harvard Business Review Article Abstract: Bryant Pharmaceutical's flagship product, a popular arthritis medicine called Seflex, is selling well-but not well enough. With generic versions due on the shelves in a couple of years, the drug company is looking for a dramatic sales increase. VP Laura Goldenberg knows she has to reach more consumers, but in an environment where people bombarded with advertising are using devices such as TiVo to skip ads, her job has suddenly taken on a new intensity. In search of a new, gangbuster campaign, Laura and her ad agency come up with the idea of product placement--not your typical integration of a product into a television or movie script, but a less traditional approach. Their idea is to hire a muchloved, elderly actress to extol the virtues of Seflex on a morning news program. The news segment would be about arthritis, and Seflex would be casually mentioned during the interview. The company would have to pay the actress $1 million, and there are risks: What if it gets out that Bryant is paying her? What if the actress errs and says something about Seflex's side effects? Should the company green-light Laura's plan? This fictional case study looks at the pros and cons of traditional product placement and newer, more subtle alternatives to advertising. May be used with: (R0310Z) And Now, a Word from Our Sponsor (Commentary for HBR Case Study). Industry Setting: Advertising industry; Pharmaceutical industry Subjects: Advertising; Advertising campaigns; Consumer marketing; Ethics; HBR Case Discussions; Marketing strategy; Product positioning Length: 5p Year New: 2004 580004 Title: Anderson Clayton Foods (A) Author(s): Salmon, Walter J.; Palesy, Steven R. Publication Date: 01/01/1980 Revision Date: 07/30/1985 Product Type: Case (Field) Abstract: In fifth place in the margarine market, the company's brand is less profitable than leading national and smaller regional brands. Company is considering three options: withdraw from the market quickly; withdraw slowly; or adopt a regional rather than a national distribution. Introduces problems of marketing a commodity in a mature market. Raises issue of brand
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loyalty. A videotape (9-885-507) is available for use with this case. Geographic Setting: United States Industry Setting: Food processing industry Company Size: mid-size Gross Revenues: $43 million sales Subjects: Advertising strategy; Brands; Commodity markets; Consumer marketing; Food; Marketing strategy; Product introduction; Product lines Length: 33p 580005 Title: Anderson Clayton Foods (B) Author(s): Salmon, Walter J.; Harrison, Neil Publication Date: 01/01/1980 Revision Date: 07/29/1985 Product Type: Case (Field) Abstract: Having decided not to withdraw from the margarine market the company is considering adoption of a product line extension strategy with increased advertising support. Decision is influenced by cannibalization, competitive developments, ability to differentiate product, and the economics of new product development. A videotape (9-885-507) is available for use with this case. Geographic Setting: United States Industry Setting: Food processing industry Company Size: mid-size Gross Revenues: $43 million sales Subjects: Advertising strategy; Brands; Commodity markets; Consumer marketing; Food; Marketing strategy; Product introduction; Product lines Length: 25p IES075 Title: Anfi del Mar, S.A. (A) Author(s): Joachimsthaler, Erich; Mehta, Madhur Publication Date: 09/01/1992 Revision Date: 04/01/1993 Product Type: Case (Field) Publisher: IESE Business School Abstract: Anfi del Mar, S.A. is about to launch its five-star timeshare resort in Gran Canaria, one of the Canary Islands, to be marketed and sold to German, British, and Spanish tourists. There is also an interest in expanding the marketing effort to include the Scandinavian countries. On July of 1992, the management team of Anfi del Mar, S.A. has finalized the plans for marketing and selling the resort. The land excavations have been completed, and the company expects to have the first four apartments ready for sale by October. In order to develop the Anfi Beach Club concept, the entrepreneur and majority owner, B. Lying, has assembled an impressive team of
Marketing
qualified professionals, all of them with the extensive experience in the timeshare industry in Europe. Eric Sorenson, the managing director of marketing and sales, wants to "optimize" the Anfi Beach Club concept and marketing and sales approaches so as to have maximum impact on the market when the doors of Anfi Beach Club open on October 1, 1992. Geographic Setting: Spain Industry Setting: Tourism industry Subjects: Competition; Decision analysis; Europe; Marketing strategy; Tourism Length: 28p Supplementary Materials: Teaching Note, (IES076), 28p, by Erich Joachimsthaler, Madhur Mehta; Teaching Note, (IES077), 12p, by Erich Joachimsthaler 506007 Title: Angels and Devils: Best Buy's New Customer Approach (A) Author(s): Elberse, Anita; Gourville, John T.; Narayandas, Das Publication Date: 09/23/2005 Revision Date: 02/01/2007 Product Type: Case (Library) Abstract: In November 2004, The Wall Street Journal reported that consumer electronics retailer Best Buy's new customer approach was to shun the "devils" among its customers. The "customer centricity" initiative, which was led by Best Buy's CEO Brad Anderson, was based on an analysis of the purchase histories of several customer groups. The central idea was to revamp stores according to the most lucrative types of customers they served--the "angels" among the company's customers. Encourages an assessment of Best Buy's strategy and, more generally, of the challenges and opportunities in managing customers for profits. Geographic Setting: United States Industry Setting: Consumer electronics; Retail industry Number of Employees: 100, 000 Gross Revenues: $20 billion revenues Event Year Start: 2004 Event Year End: 2004 Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Supplementary Materials: Supplement (Library), (506008), 4p, by Anita Elberse, John T. Gourville, Das Narayandas Year New: 2005 506008 Title: Angels and Devils: Best Buy's New Customer Approach (B) Author(s): Elberse, Anita; Gourville, John T.; Narayandas, Das Publication Date: 09/23/2005 Revision Date: 02/01/2007 Product Type: Supplement (Library) Abstract: An abstract is not available for this product. Must be used with: (506007) Angels and Devils: Best Buy's New Customer Approach (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2006 590021 Title: Anheuser-Busch Author(s): Smith, N. Craig; Quelch, John A.; Hibbard, Jonathan D. Publication Date: 08/23/1989 Revision Date: 05/17/1990 Product Type: Case (Library) Abstract: Examines sales promotion in the brewing industry and the role of gifts. Scrutinizes the scandal that occurred at Anheuser-Busch because of executives accepting gifts and illegal kickbacks. Designed to allow students to assess gift-giving and gift-receiving practices and policies. Geographic Setting: St. Louis, MO Industry Setting: Beef industry Company Size: Fortune 500 Subjects: Beverages; Bribery; Ethics; Sales promotions Length: 5p Supplementary Materials: Teaching Note, (591060), 4p, by John A. Quelch 598066 Title: Appalachian Mountain Club: Transforming Governance Author(s): Salmon, Walter J.; Elias, Jaan Publication Date: 10/29/1997 Revision Date: 03/19/1998 Product Type: Case (Field) Abstract: Starting in 1988, the Appalachian Mountain Club (AMC) began a controversial transformation in management and governance. For its first 112 years, the AMC's structure had resembled that of a country club-volunteer leaders directed the club's operations and its small, paid staff. However, with the club slowly sinking in debt and operations spinning increasingly out of control, a group of members persuaded the membership to take the governing, volunteer council out of the direct management of the organization, hire a new executive director as CEO, and institute a "corporate-style" board of directors charged with policy and oversight. During the next six years, the revamped AMC sprang back to life. The board and the executive director instituted new budgeting procedures, initiated marketing programs, and hired more professionally-trained staff that helped
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erase the debt, double the membership, and triple the endowment. However, challenges remained. At the end of 1996, the reorganized board experienced a generational transition in leadership as the terms of the last of the directors who had been present during earlier transition expired. This transition provided a good milestone from which to assess the board's role within the organization and its relationship with the expanded staff and membership. Geographic Setting: Boston, MA Gross Revenues: $10 million revenues Subjects: Board of directors; Environmental protection; Leadership; Nonprofit organizations; Organizational change Length: 33p KEL065 Title: Apple Computer, Inc.: Think Different, Think Online Music Author(s): Hennessy, Julie; Najjar, Andrei Publication Date: 01/01/2004 Product Type: Case (Pub Mat) Abstract: Focuses on Apple Computer's launch of iTunes and iPod as a way to give Wintel users a relationship with Apple. Deals with issues of brand equity, corporate and brand goal setting, target selection, and matching product and service characteristics with goals and targets. Also allows for a discussion of channel partners, their interests, and their impact on the likely success or failure of a strategy. Geographic Setting: United States Industry Setting: Consumer electronics Event Year Start: 2003 Event Year End: 2003 Subjects: NO SUBJECTS(KEYWORDS) Length: 24p Supplementary Materials: Teaching Note, (KEL142), 13p, by Julie Hennessy Year New: 2005 582010 Title: Applicon, Inc. Author(s): Bonoma, Thomas V.; Solsvig, Curtis G., III Publication Date: 07/01/1981 Revision Date: 02/28/1989 Product Type: Case (Field) Abstract: Applicon is a large manufacturer of sophisticated computerized designing and drafting equipment. Its national account manager, Thomas Norbury, needs to determine the nature, procedures, and support systems for a sales program which will allow the company to more effectively sell key accounts. To date, Applicon has been more successful with smaller users and has had difficulties selling and servicing large accounts.
Marketing
Geographic Setting: Massachusetts Industry Setting: Computer industry Gross Revenues: $43 million assets Subjects: Computer industry; Marketing implementation; Sales management; Sales organization; Technology Length: 26p Supplementary Materials: Teaching Note, (583141), 16p, by Thomas V. Bonoma 585003 Title: Applied Materials, Inc. Author(s): Bonoma, Thomas V.; Kane, Margaret L.; Spence, Shirley M. Publication Date: 10/10/1984 Product Type: Case (Field) Abstract: Applied Materials was a leading manufacturer of capital equipment for the semiconductor industry. The company's introduction of dry equipment in 1981 was a technological coup that enabled Applied to take an industry leadership position. In 1983, however, Applied management was convinced that continued dominance rested on superior customer service, and was particularly concerned by reports that inadequate maintenance by some customers was resulting in lower than anticipated machine operating times. Mr. James Ellick, vice president of sales and marketing, and Mr. Dana Ditmore, vice president and general manager of customer support, were assigned the task of developing a postsale service and support plan that considered policy and organizational changes needed to address that problem. Geographic Setting: United States Industry Setting: Semiconductor industry Company Size: mid-size Gross Revenues: $88 million sales Subjects: Customer relations; Customer service; Marketing implementation; Marketing management; Marketing organization; Sales organization; Semiconductors Length: 24p 589095 Title: Applied Materials, Inc.: Etch Products Division (A)--Regionalization and Reorganization Author(s): Buzzell, Robert D.; Smith, Geoffrey W. Publication Date: 03/22/1989 Product Type: Case (Field) Abstract: The company faces a decision on whether or not to create three separate regional organizations to produce and market semiconductor manufacturing equipment in the United States, Europe, and Japan. Geographic Setting: California Industry Setting: Semiconductor industry Company Size: mid-size Gross Revenues: $350 million revenues Subjects: Management of change; Marketing organization; Reorganization; Semiconductors Length: 28p Supplementary Materials: Supplement (Field), (589096), 2p, by Robert D. Buzzell, Geoffrey W. Smith 589096 Title: Applied Materials, Inc.: Etch Products Division (B) Author(s): Buzzell, Robert D.; Smith, Geoffrey W. Publication Date: 03/22/1989 Product Type: Supplement (Field) Abstract: Supplements Applied Materials, Inc.: Etch Products Division (A). Must be used with: (589095) Applied Materials, Inc.: Etch Products Division (A)--Regionalization and Reorganization. Industry Setting: Semiconductor industry Subjects: Management of change; Marketing organization; Reorganization; Semiconductors Length: 2p 504811 Title: ApproTEC Kenya: Martin Fisher, Video Author(s): Rangan, V. Kasturi Publication Date: 03/01/2004 Product Type: Video Medium: Videotape Format: 1/2-inch V Abstract: Demonstrates the various technologies marketed by ApproTEC, especially the MoneyMaker Pump. Must be used with: (503007) ApproTEC Kenya: Technologies to Fight Poverty and Create Wealth. Geographic Setting: Africa Subjects: Africa; Economic development; Innovation Length: 6 min List Price: $150.00 Year New: 2004 503007 Title: ApproTEC Kenya: Technologies to Fight Poverty and Create Wealth Author(s): Rangan, V. Kasturi Publication Date: 11/22/2002 Revision Date: 03/06/2006 Product Type: Color Case Abstract: ApproTEC markets a range of technologies to improve the income of subsistence farmers and other smallscale entrepreneurs in East Africa. Having achieved considerable success in its first eight years, the two founders/entrepreneurs are seeking ways to scale the impact of its
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operations across Eastern and Southern Africa. The question is, what should they do to accomplish this? Includes color exhibits. Geographic Setting: Africa, Eastern Number of Employees: 65 Gross Revenues: $25 million budget Subjects: Africa; Economic development; Innovation Length: 19p Supplementary Materials: Teaching Note, (504010), 9p, by V. Kasturi Rangan; Video, (504811), 6 min, by V. Kasturi Rangan NEW 506706 Title: Aqualisa Quartz: Harry Rawlinson, Video (DVD) Author(s): Moon, Youngme Publication Date: 10/01/2005 Product Type: Case Video, DVD Abstract: 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 improvements in terms of quality, cost, and ease of installation. In product testing, the Quartz shower received rave reviews from both consumers and plumbers alike. However, early sales of the Quartz have been disappointing. Rawlinson is now faced with some key decisions about whether to change his channel strategy, promotional strategy, and the overall positioning of the product in the context of his existing product line. Must be used with: (502030) Aqualisa Quartz: Simply a Better Shower. Subjects: NO SUBJECTS(KEYWORDS) Length: 11 min Year New: 2005 506708 Title: Aqualisa Quartz: Harry Rawlinson, Video Author(s): Moon, Youngme Publication Date: 10/01/2005 Product Type: Case Video Abstract: 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 improvements in terms of quality, cost, and ease of installation. In product testing, the Quartz shower received rave reviews from both consumers and plumbers alike. However, early sales of the Quartz have been disappointing. Rawlinson is now faced with some key decisions about whether to change his channel strategy, promotional strategy, and the overall positioning of the product
Marketing
in the context of his existing product line. Subjects: NO SUBJECTS(KEYWORDS) Length: 11 min List Price: $150.00 Year New: 2005 502030 Title: Aqualisa Quartz: Simply a Better Shower Author(s): Moon, Youngme; Herman, Kerry Publication Date: 01/16/2002 Revision Date: 07/10/2006 Product Type: Case (Field) Abstract: 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 improvements in terms of quality, cost, and ease of installation. In product testing, the Quartz shower received rave reviews from both consumers and plumbers alike. However, early sales of the Quartz have been disappointing. Rawlinson is now faced with some key decisions about whether to change his channel strategy, promotional strategy, and the overall positioning of the product in the context of his existing product line. Geographic Setting: United Kingdom Industry Setting: Manufacturing industries Gross Revenues: 8 million sterling (pounds) Subjects: Consumer behavior; Consumer marketing; Distribution channels; Market entry; Market positioning; Marketing strategy; Product development; Product introduction; Product positioning; United Kingdom Length: 18p Supplementary Materials: Teaching Note, (503058), 20p, by Youngme Moon, Kerry Herman; Case Video, DVD, (506706), 11 min, by Youngme Moon; Case Video, (506708), 11 min, by Youngme Moon; Case Video, Streaming, (1-180-2), 11 min, by Youngme Moon 503S08 Title: Aqualisa Quartz: Simply a Better Shower, Spanish Version Author(s): Moon, Youngme; Herman, Kerry Publication Date: 01/16/2002 Product Type: LACC Case Abstract: 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 improvements in terms of quality, cost, and ease of installation. In product testing, the Quartz shower received rave reviews from both consumers and plumbers alike. However, early sales of the Quartz have been disappointing. Rawlinson is now faced with some key decisions about whether to change his channel strategy, promotional strategy, and the overall positioning of the product in the context of his existing product line. Geographic Setting: United Kingdom Industry Setting: Manufacturing industries Gross Revenues: 8 million sterling (pounds) Subjects: Consumer behavior; Consumer marketing; Distribution channels; Market entry; Market positioning; Marketing strategy; Product development; Product introduction; Product positioning; United Kingdom Length: 19p IMD098 Title: Aravind Eye Hospital 2000: Still in Service for Sight Author(s): Kumar, Nirmalya; Rogers, Brian Publication Date: 01/01/2000 Revision Date: 02/21/2003 Product Type: Case (Field) Publisher: IMD - International Institute for Management Development Abstract: Since 1993, the Aravind Eye Hospital had grown significantly in terms of service delivery and infrastructure, having added a fourth hospital to its operations. Plans were underway in 2000 to set up a fifth hospital. Aravind had also made progress in two other key areas. First, it set up its own manufacturing facility, Aurolab, to produce an intraocular lens (IOL), given that cataract surgery using IOL implants was most successful in treating blindness. Second, Aravind created the Lions Aravind Institute of Community Ophthalmology, a training facility designed to educate health-related and managerial personnel in the development and implementation of efficient and sustainable eye care programs in India, Asia, and Africa. In July 2000, Aravind's founder, Dr. Venkataswamy, now 81 years old, continued his campaign to spread the Aravind model to every corner of India, Asia, and Africa. Ends with a conversation between Dr. Venkataswamy and the case writers, during which he explains what still needs to be done to eradicate blindness around the world. May be used with: (593098) The Aravind Eye Hospital, Madurai, India: In Service for Sight. Geographic Setting: India Industry Setting: Eye care; Hospital industry Gross Revenues: $5.3 million revenues
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Subjects: Health; Health care; India; Nonprofit organizations; Strategic planning Length: 7p NEW
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506S02 Title: The Aravind Eye Hospital, Madurai, India: In Service for Sight, Spanish Version Author(s): Rangan, V. Kasturi Publication Date: 04/01/1993 Revision Date: 05/23/1994 Product Type: LACC Case Abstract: Starting as a modest 20-bed hospital, Aravind had grown into a 1,400bed hospital complex by 1992. It had by then screened 3.65 million patients and performed 335,000 cataract surgeries, nearly 70% of them free of cost for the poorest of India's blind population. Aravind's founder, Dr. Venkataswamy, now 74 years old, had a goal to spread the Aravind model to every nook and corner of India, Asia, and Africa. The case sets the stage for developing such a plan of action. Geographic Setting: India Industry Setting: Health care industry Number of Employees: 150 Subjects: NO SUBJECTS(KEYWORDS) Length: 28p 593098 Title: The Aravind Eye Hospital, Madurai, India: In Service for Sight Author(s): Rangan, V. Kasturi Publication Date: 04/01/1993 Revision Date: 01/10/2007 Product Type: Case (Field) Abstract: Starting as a modest 20-bed hospital, Aravind had grown into a 1,400bed hospital complex by 1992. It had by then screened 3.65 million patients and performed 335,000 cataract surgeries, nearly 70% of them free of cost for the poorest of India's blind population. Aravind's founder, Dr. Venkataswamy, now 74 years old, had a goal to spread the Aravind model to every nook and corner of India, Asia, and Africa. The case sets the stage for developing such a plan of action. May be used with: (IMD098) Aravind Eye Hospital 2000: Still in Service for Sight. Geographic Setting: India Industry Setting: Health care industry Number of Employees: 150 Subjects: Goal setting; Health services; India; Nonprofit marketing; Social enterprise; Strategy formulation Length: 20p Supplementary Materials: Teaching Note, (595111), 14p, by V. Kasturi Rangan BESTSELLER
Marketing
579123 Title: Archdiocese of New York Author(s): Greyser, Stephen A.; Quelch, John A. Publication Date: 12/01/1978 Revision Date: 03/20/1992 Product Type: Case (Field) Abstract: A print media campaign to improve attitudes toward the Catholic priesthood and to indirectly increase vocations is evaluated through a comparison of pretest and post-test data. Geographic Setting: New York, NY Subjects: Advertising strategy; Market research; Nonprofit marketing; Nonprofit organizations; Public policy; Quantitative analysis; Social enterprise Length: 25p Supplementary Materials: Teaching Note, (583023), 9p, by John A. Quelch 505S17 Title: Architects Collaborative, Inc., Spanish Version Author(s): Wiechmann, Ulrich E. Publication Date: 08/01/1974 Revision Date: 03/10/1986 Product Type: LACC Case Abstract: Although internationally recognized for quality design, the collaborative's billings have been on a plateau for four years and they are losing jobs to architects with sophisticated marketing practices. The main issue is how marketing can be integrated into a design partnership believing that formalized strategy and promotion interfere with creativity. Other issues include the problems of marketing a professional service, whether efficiency and quality can coexist, how architects are selected, and defining an architect's product. Geographic Setting: Massachusetts Industry Setting: Architectural services industry; Professional services Number of Employees: 272 Subjects: Business policy; Creativity; Marketing strategy; Product design; Professional services Length: 22p 575016 Title: Architects Collaborative, Inc. Author(s): Wiechmann, Ulrich E.; Biggadike, Ralph Publication Date: 08/01/1974 Revision Date: 03/10/1986 Product Type: Case (Field) Abstract: Although internationally recognized for quality design, the collaborative's billings have been on a plateau for four years and they are losing jobs to architects with sophisticated marketing practices. The main issue is how marketing can be integrated into a design partnership believing that formalized strategy and promotion interfere with creativity. Other issues include the problems of marketing a professional service, whether efficiency and quality can coexist, how architects are selected, and defining an architect's product. Geographic Setting: Massachusetts Industry Setting: Architectural services industry Number of Employees: 272 Subjects: Business policy; Creativity; Marketing strategy; Product design; Professionals; Services Length: 21p Supplementary Materials: Teaching Note, (581070), 16p, by David H. Maister C0201D Title: Are You Getting the Best Solutions for Your Problems? Author(s): Morgan, Nick Publication Date: 01/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: The essence of leadership is communicating a vision and a purpose for action. The rest is problem solving. But how do you know you are making the right decisions? Research suggests that if you become too attached to a particular way of thinking or a particular communication style, you risk closing yourself off to viable alternatives. Are You Getting the Best Solutions for Your Problems? describes six general leadership styles. By identifying your own style and recognizing your blind spots, you can learn how to make yourself receptive to real alternatives. Subjects: Decision making; Leadership; Management communication; Personal strategy & style Length: 2p List Price: $4.50 C0012B Title: Are You Reaching Your Customers? Author(s): Bierck, Richard Publication Date: 12/01/2000 Product Type: Harvard Management Communication Letter Article Abstract: To appeal to retain customers you need to understand what makes them tick. What better way to do that than by studying actual consumer behavior? Paco Underhill is a market research consultant whose firm studies the actions of retail shoppers, and Gerald Zaltman is a Harvard Business School marketing professor who studies the psychological reasons behind consumers' behavior. Taken together, the insights from these two experts offer solid tips on getting your message through to your customers.
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Subjects: Customer relations; Customer retention; Market research; Marketing strategy Length: 2p List Price: $4.50 F0610F Title: Are You Ready for E-tailing 2.0? Author(s): Hemp, Paul Publication Date: 10/01/2006 Product Type: Harvard Business Review Article Abstract: E-commerce is shifting--from making purchases online to going shopping online, a social experience in which people interact in a 3-D Web space. Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2006 R0102K Title: Are the Strategic Stars Aligned for Your Corporate Brand? Author(s): Hatch, Mary Jo; Schultz, Majken Publication Date: 02/01/2001 Product Type: Harvard Business Review Article Abstract: In recent years, companies have increasingly seen the benefits of creating a corporate brand. Rather than spend marketing dollars on branding individual products, giants like Disney and Microsoft promote a single umbrella image that casts one glow over all their products. A company must align three interdependent elements--call them strategic stars--to create a strong corporate brand: vision, culture, and image. Aligning the stars takes concentrated managerial skill and will, the authors say, because each element is driven by a different constituency: management, employees, or stakeholders. To effectively build a corporate brand, executives must identify where their strategic stars fall out of line. The authors offer a series of diagnostic questions designed to reveal misalignments in corporate vision, culture, and image. The first set of questions looks for gaps between vision and culture; for example, when management establishes a vision that is too ambitious for the organization to implement. The second set addresses culture and image, uncovering possible gaps between the attitudes of employees and the perceptions of the outside world. The last set of questions explores the vision-image gap--is management taking the company in a direction that its stakeholders support? The authors discuss the benefits of a corporate brand, but they also point to cases in which a corporate brand doesn't make
Marketing
sense. Subjects: Brand equity; Brands; Corporate culture; Marketing strategy; Vision Length: 7p 503800 Title: Arnold Worldwide: Volkswagen Ads from 1995-2000, Video (DVD) Author(s): Lal, Rajiv Publication Date: 03/01/2003 Product Type: Case Video, DVD Abstract: Presents the situation facing Volkswagen of America with respect to the introduction of the New Beetle. The car was introduced at the Detroit auto show in January 1998 to rave reviews from the automobile press and industry gurus. Elisabeth Vanzura, marketing director of Volkswagen America, had the challenging task of converting this enthusiasm to sales. Must be used with: (501023) The New Beetle. Industry Setting: Automotive industry Subjects: NO SUBJECTS(KEYWORDS) Length: 10 min Year New: 2005 503802 Title: Arnold Worldwide: Volkswagen Ads from 1995-2000 Author(s): Lal, Rajiv Publication Date: 03/01/2003 Product Type: Video Abstract: Presents the situation facing Volkswagen of America with respect to the introduction of the New Beetle. The car was introduced at the Detroit auto show in January 1998 to rave reviews from the automobile press and industry gurus. Elisabeth Vanzura, marketing director of Volkswagen America, had the challenging task of converting this enthusiasm to sales. Must be used with: (501023) The New Beetle. Industry Setting: Automotive industry Subjects: Automobiles; Consumer behavior; Market selection; Marketing strategy; New product marketing Length: 10 min List Price: $150.00 NEW 598022 Title: Arrow Electronics, Inc. Author(s): Narayandas, Das Publication Date: 04/20/1998 Revision Date: 01/24/2007 Product Type: Case (Field) Abstract: Deals with the issue of crossselling and managing a portfolio of products and services in business markets. Arrow/Schweber (A/S), a subsidiary of electronic parts distributor Arrow Electronics, has a portfolio of products that differ in the amount of value added by A/S. A/S uses valueadded items such as programmable logic chips as "loss leaders" in order to acquire and retain a customer. It makes money when it sells the so-called "commodity" or low value-added products to the same customer. An Internet-based distributor is now offering Arrow a chance to sell commodity products through its e-commerce site. This new channel can threaten Arrow's overall business model if a large portion of its existing customers switch their purchases of the commodity products to this new distribution channel. Arrow needs to decide how it should respond to this challenge. Geographic Setting: North America Industry Setting: Electronics industry Number of Employees: 8,000 Gross Revenues: $7.5 billion revenues Subjects: Customer relations; Distribution; Electronic commerce; Electronics; Industrial markets; Internet; Marketing strategy; Product portfolio management Length: 20p Supplementary Materials: Teaching Note, (500111), 18p, by Das Narayandas BESTSELLER EC35 Title: Art Online Author(s): McMillan, John; Kasumori, Eiichiro Publication Date: 08/14/2006 Product Type: Case (Field) Publisher: Stanford University Abstract: Sothebys.com operated from 2000 to 2003, during the tail end of the dot-com boom, in an economy threatened by recession and in a period when the art market overall was depressed. Historically, luxury goods have not sold well during recessions, and Sotheby's traditional auction business also did badly at this time. Sotheby's Holdings had a net loss of $42 million in 2001 and a net loss of $55 million in 2002. To make matter's worse, Sotheby's management was distracted by the lengthy and well publicized pricefixing trial, which led to the firm's chairman being sent to jail, Sotheby's paying a settlement of over a quarter of a billion dollars, and the firm's reputation being left in tatters. As Sothebys.com was shutting down, the Wall Street Journal proclaimed that "a chapter of artmarket history" was coming to a close. Sothebys.com failed, the Journal argued, because the "owners of the money-generating lots--the Monets, Warhols, and Chippendale chairs--had no interest in selling them on the Net, nor did the buyers wish to purchase them there." Expensive artworks sell best, the Journal said, "in real-time sales
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with glossy printed catalogs and elegant auctioneers wielding polished wooden gavels." People could easily log on to the Sothebys.com Web site, but they did not want to bid "without looking, touching, and feeling that unique thrill one gets in the presence of something ineffably beautiful and satisfying." Selling art is "a job intrinsically unsuited to the Internet." Does the collapse of Southebys.com mean that the Internet is unsuitable for selling fine art? Geographic Setting: United States Industry Setting: Art industry; Online auction Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Year New: 2006 R0710G Title: The Art of Designing Markets Author(s): Roth, Alvin E. Publication Date: 10/01/2007 Product Type: Harvard Business Review Article Abstract: Traditionally, markets have been viewed as simply the confluence of supply and demand. But to function properly, they must be able to attract a sufficient number of buyers and sellers, induce participants to make their preferences clear, and overcome congestion by providing both enough time to make choices and a speedy means of registering them. Solutions to these challenges are the province of market design--a blend of game theory and experimental economics. Roth, a professor of both business and economics at Harvard, is a leading market designer. He and his colleagues have rescued failing markets by, for example, designing labor clearinghouses through which U.S. doctors get their first jobs and auctions through which the Federal Communications Commission sells licenses for parts of the radio broadcast spectrum. They have also created market-like allocation procedures that involve neither prices nor an exchange of money; these include systems for assigning children to schools in Boston and New York and for facilitating exchanges of kidneys. Computers enable the design of "smart markets" that combine the inputs of users in complex ways: In kidney exchange, they run through every possible match of donors and recipients to arrange the greatest possible number of transplants. In the future, computers may make it possible to auction bundled goods, such as airport takeoff and landing slots. As online markets--like those for jobs and dating--proliferate, a growing understanding of markets in general will provide virtually limitless
Marketing
opportunities for market design. Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2007 C0202C Title: The Art of Moderation: Why Panels Need a Leader Author(s): Wreden, Nick Publication Date: 02/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: Moderating a panel requires a specific set of skills that aren't typically in a manager's tool kit. This article offers advice on how to turn a panel of individuals into an ensemble cast. Subjects: Management communication Length: 2p List Price: $4.50 589062 Title: Aspects of Marketing Organization: An Introduction Author(s): Cespedes, Frank V. Publication Date: 10/20/1988 Revision Date: 10/31/1989 Product Type: Note Abstract: Discusses the typical strengths, vulnerabilities, and key management skills associated with three common forms of marketing organization: a product-focused organization, a market-focused organization, and a functionally-focused organization. It considers how the nature of marketing activities varies in each form, the types of skills that are (and are not) developed in each form, and key success factors required to manage within each organization of marketing activities. Subjects: Market segmentation; Marketing information systems; Marketing management; Marketing organization; Marketing strategy; Sales organization Length: 15p 589061 Title: Aspects of Sales Management: An Introduction Author(s): Cespedes, Frank V. Publication Date: 10/21/1988 Revision Date: 11/16/2006 Product Type: Note Abstract: Discusses certain general issues that affect sales-management requirements in most companies: 1) the nature of the salesperson's "boundary role" in the organization, and 2) the relevance and limits of compensation policies as a key means of affecting the salesperson's effective performance of that role. Also presents concepts and perspectives useful in analyzing sales situations encountered in case studies and on the job. Subjects: Marketing management; Sales compensation; Sales management; Sales organization; Sales strategy Length: 16p 78104 Title: Assessing the Long-Term Value of Advertising Author(s): Dhalla, Nariman K. Publication Date: 01/01/1978 Product Type: Harvard Business Review Article Abstract: Advertising is an investment which generates sales revenue over time. The duration and amount of the revenue depends on the loyalty of customers, the frequency of purchase and competitive products. Companies often regard advertising costs as expenses incurred in a short-term context, although advertising has a cumulative effect. The distributed lag model can measure this cumulative effect. This method, based on an analysis of a company's past performance, can forecast advertising induced sales. Industry Setting: Advertising industry Subjects: Advertising; Marketing strategy; Models; Return on investment Length: 11p 595007 Title: Astra Sports, Inc. (A) Author(s): Quelch, John A. Publication Date: 08/19/1994 Revision Date: 07/06/1995 Product Type: Case (Field) Abstract: Astra executives meet to discuss how to counteract the appearance of Korean-made counterfeit athletic shoes in Europe, Asia, and Latin America. May be used with: (595008) Astra Sports, Inc. (B). Industry Setting: Athletic & outdoor apparel industry; Footwear industry Subjects: Brands; Consumer marketing; Footwear; International marketing Length: 3p Supplementary Materials: Teaching Note, (596055), 5p, by John A. Quelch 595008 Title: Astra Sports, Inc. (B) Author(s): Quelch, John A. Publication Date: 08/12/1994 Revision Date: 12/10/1996 Product Type: Case (Field) Abstract: Astra executives meet to discuss their options with a Venezuelan company that, for seven years, manufactured and marketed athletic shoes under the Astra name without authorization from Astra. May be used with: (595007) Astra Sports, Inc. (A). Geographic Setting: Venezuela
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Industry Setting: Athletic & outdoor apparel industry; Footwear industry Subjects: Brands; Consumer marketing; Footwear; International marketing Length: 3p Supplementary Materials: Teaching Note, (596070), 10p, by John A. Quelch, Christine Steinman 594045 Title: Astra/Merck Group Author(s): Cespedes, Frank V.; Bell, Marie Publication Date: 03/23/1994 Revision Date: 03/01/1995 Product Type: Case (Field) Abstract: Astra/Merck (A/M), originally a joint venture of AB Astra and Merck & Co., is preparing to be an independent company in 1993. Since the company does not engage in basic research and development of drugs, it is essentially a distribution organization. Fundamental to A/M's strategy is a new approach to the marketing of prescription drugs. The case outlines this approach, developments in the pharmaceuticals industry, and issues raised by A/M's attempts to implement a new marketing process in an industry where promotionoriented "detailing" has dominated distribution practices. Geographic Setting: United States Industry Setting: Pharmaceutical industry Gross Revenues: $300 million revenues Subjects: Industrial markets; Information systems; Marketing organization; Marketing strategy; Pharmaceuticals; Sales management Length: 21p Supplementary Materials: Teaching Note, (595096), 11p, by Frank V. Cespedes 505S05 Title: Atlantic Aviation Corp.: Westwind Division, Spanish Version Author(s): Bonoma, Thomas V. Publication Date: 04/01/1981 Revision Date: 01/30/1987 Product Type: LACC Case Abstract: Raises issues on monitoring and controlling flight demonstration costs for the Westwind business jet. Atlantic's marketing vice president is concerned about rising demonstration costs, but doesn't wish to deny solid prospects an evaluation ride. He asks the general manager of the division to formulate a policy meeting both of these goals. Intended for use in the marketing policy section of the marketing implementation course. Geographic Setting: United States Industry Setting: Aircraft industry Gross Revenues: $200 million assets
Marketing
Subjects: Aircraft; Cost control; Industrial markets; Marketing implementation; Marketing management; Product management Length: 15p 581142 Title: Atlantic Aviation Corp.: Westwind Division Author(s): Bonoma, Thomas V. Publication Date: 04/01/1981 Revision Date: 01/30/1987 Product Type: Case (Field) Abstract: Raises issues on monitoring and controlling flight demonstration costs for the Westwind business jet. Atlantic's marketing vice president is concerned about rising demonstration costs, but doesn't wish to deny solid prospects an evaluation ride. He asks the general manager of the division to formulate a policy meeting both of these goals. Intended for use in the marketing policy section of the marketing implementation course. Geographic Setting: United States Industry Setting: Aircraft industry Gross Revenues: $200 million assets Subjects: Aircraft; Cost control; Industrial markets; Marketing implementation; Marketing management; Product management Length: 15p Supplementary Materials: Teaching Note, (585119), 10p, by Robert J. Dolan 2078 Title: Atlantic Computer: A Bundle of Pricing Options Author(s): Bharadwaj, Neeraj; Gordon, John B. Publication Date: 05/28/2007 Product Type: Case Abstract: Atlantic Computer, a leading player in the high-end server market, has detected a marketplace opportunity in the basic server segment. They have developed a new server, the Tronn, to meet the needs of this segment. In addition, they have created a software tool, called the "Performance Enhancing Server Accelerator," or PESA, that allows the Tronn to perform up to four times faster than its standard speed. The central question revolves around how to price the Tronn and PESA. Although cost-plus, competition-based, and status-quo pricing are the most common means by which firms establish prices for their offerings, these approaches may prevent firms from fully realizing the benefits that are due to them. Provides an opportunity to optimize value capture for the firm by utilizing value-in-use pricing (i.e., examining the value that a firm's offering creates for the customer, and using the savings generated as the basis for developing prices). Also allows for the exploration of the challenges surrounding the implementation of a value-in-use pricing strategy. These include the reactions of competitors, customers, and stakeholders within the firm. Industry Setting: Computer industry Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Supplementary Materials: Teaching Note, (2079), 10p, by Neeraj Bharadwaj, John B. Gordon Year New: 2007 506S08 Title: Atlas Copco (A): Gaining and Building Distribution Channels, Spanish Version Author(s): Rangan, V. Kasturi Publication Date: 07/07/1987 Revision Date: 05/21/1993 Product Type: LACC Case Abstract: Atlas Copco, a Swedish company, holds the highest market share for air compressors worldwide. However, its attempts to enter U.S. markets have been unsuccessful. The case describes a series of strategic distribution maneuvers implemented by the company which enable it to improve market share from about 1% to 10% in ten years. The objective is to gain an understanding of what is involved in building distribution strength. Geographic Setting: United States Industry Setting: Compressor Gross Revenues: $50 million revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 16p Year New: 2006 588004 Title: Atlas Copco (A): Gaining and Building Distribution Channels Author(s): Rangan, V. Kasturi Publication Date: 07/07/1987 Revision Date: 05/21/1993 Product Type: Case (Field) Abstract: Atlas Copco, a Swedish company, holds the highest market share for air compressors worldwide. However, its attempts to enter U.S. markets have been unsuccessful. The case describes a series of strategic distribution maneuvers implemented by the company which enable it to improve market share from about 1% to 10% in ten years. The objective is to gain an understanding of what is involved in building distribution strength. Geographic Setting: United States Industry Setting: Compressor Company Size: mid-size Gross Revenues: $50 million revenues Subjects: Competition; Distribution channels; Market share
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Length: 14p Supplementary Materials: Supplement (Library), (588020), 3p, by V. Kasturi Rangan; Supplement (Library), (588021), 3p, by V. Kasturi Rangan; Teaching Note, (589076), 8p, by V. Kasturi Rangan 588020 Title: Atlas Copco (B): The Conflict Episode Author(s): Rangan, V. Kasturi Publication Date: 10/16/1987 Revision Date: 12/14/1992 Product Type: Supplement (Library) Abstract: Describes the sequence of events that led to a conflict with a distributor. Must be used with: (588004) Atlas Copco (A): Gaining and Building Distribution Channels. Subjects: Antitrust laws; Competition; Distribution channels; Market share Length: 3p Supplementary Materials: Teaching Note, (589076), 8p, by V. Kasturi Rangan 588021 Title: Atlas Copco (C): The Conflict Episode Author(s): Rangan, V. Kasturi Publication Date: 10/16/1987 Revision Date: 12/11/1992 Product Type: Supplement (Library) Abstract: Describes the company's response to further problems with a distributor. Must be used with: (588004) Atlas Copco (A): Gaining and Building Distribution Channels. Subjects: Antitrust laws; Competition; Distribution channels; Market share Length: 3p Supplementary Materials: Teaching Note, (589076), 8p, by V. Kasturi Rangan CMR101 Title: Attractors: Building Mountains in the Flat Landscape of the World Wide Web Author(s): Watson, Richard T.; Akselsen, Sigmund; Pitt, Leyland F. Publication Date: 01/01/1998 Product Type: CMR Article Publisher: California Management Review Abstract: Advocates of the World Wide Web claim it is a great leveler and that participants have a more equal voice. This flatness of the Web creates a major challenge for many businesses: How do you attract visitors and prospective customers to the firm's Web site? The Web site that can attract more visitors, all other things being equal, is more likely to communicate its message to a wider audience or sell its product to more people. Organizations want to build
Marketing
mountains--or "attractors"--in the otherwise flat landscape of Web-based marketing and advertising. This article classifies existing approaches to creating attractors, identifies four basic types of attractors, and predicts that there will be a move toward creating highly interactive attractors as a device for mass customization. The article also addresses the notion of sustainable attractiveness and presents recommendations for designing an attractor. Subjects: Advertising strategy; Customer relations; Customization; Information age; Information technology; Marketing strategy; World Wide Web Length: 22p 502014 Title: The Audio Spotlight Author(s): Moon, Youngme Publication Date: 11/12/2001 Revision Date: 08/05/2002 Product Type: Case (Field) Abstract: Joe Pompei, a graduate student at the MIT Media Lab, has invented a breakthrough audio invention. The invention is an "Audio Spotlight" that projects a narrow beam of sound in the same way a laser beam projects a narrow beam of light. He must now decide how to commercialize the technology. He has narrowed down the commercial possibilities to four markets: the autosound market, the professional audio market, the interactive kiosk market, and the home audio market. Geographic Setting: Cambridge, MA Industry Setting: Audio equipment industry; Electronics industry Subjects: Innovation; Market selection; Product development; Product positioning Length: 22p 99A009 Title: Augat Electronics, Inc. Author(s): Ryans, Adrian B. Publication Date: 06/11/1999 Revision Date: 02/02/2000 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Augat Electronics, Inc. was finalizing the plan to launch a new line of connectors and tools for cable television service technicians. While the line was being developed, a major new U.S.based competitor launched a new product line at a premium price and captured the leadership position in the Canadian market. Key decisions facing Augat were how to price the products and what the supporting marketing strategy should be. The new Augar connector product appeared to offer customers significant economic benefits. Geographic Setting: Canada Industry Setting: Electronic instruments & controls Company Size: mid-size Subjects: Canada; Marketing strategy; New product marketing; Pricing; Pricing strategy Length: 13p Supplementary Materials: Teaching Note, (899A09), 9p, by Adrian B. Ryans 2272 Title: Authenticity: What Consumers Really Want (Hardcover) Author(s): Pine, B. Joseph, II; Gilmore, James Publication Date: 10/18/2007 Product Type: HBS Press Book Abstract: Contrived. Disingenuous. Phony. Inauthentic. Do your customers use any of these words to describe what you sell--or how you sell it? If so, welcome to the club. Inundated by fakes and sophisticated counterfeits, people increasingly see the world in terms of real or fake. They would rather buy something real from someone genuine rather than something fake from some phony. When deciding to buy, consumers judge an offering's (and a company's) authenticity as much as--if not more than--price, quality, and availability. In "Authenticity," James H. Gilmore and B. Joseph Pine II argue that to trounce rivals companies must grasp, manage, and excel at rendering authenticity. Through examples from a wide array of industries as well as government, nonprofit, education, and religious sectors, the authors show how to manage customers' perception of authenticity by: recognizing how businesses "fake it; " appealing to the five different genres of authenticity; charting how to be "true to self" and what you say you are; and crafting and implementing business strategies for rendering authenticity. The first to explore what authenticity really means for businesses and how companies can approach it both thoughtfully and thoroughly, this book is a must-read for any organization seeking to fulfill consumers' intensifying demand for the real deal. Geographic Setting: Global Industry Setting: Service industries Subjects: NO SUBJECTS(KEYWORDS) Length: 320p List Price: $26.95 Year New: 2007 2687ES Title: Authenticity: What Consumers Really Want--A Harvard Business School Press Book Summary in Partnership with getAbstract
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Author(s): Gilmore, James H.; Pine, B. Joseph, II Publication Date: 11/01/2007 Product Type: HBS Press Book Summary Abstract: Contrived. Disingenuous. Phony. Inauthentic. Do your customers use any of these words to describe what you sell, or how you sell it? Inundated by fakes and sophisticated counterfeits, people increasingly see the world in terms of real or fake. The first to explore what authenticity really means for businesses and how companies can approach it both thoughtfully and thoroughly, "Authenticity" is a must-read for any organization seeking to fulfill consumers' intensifying demands for the real deal. Geographic Setting: Global Industry Setting: Service industries Subjects: NO SUBJECTS(KEYWORDS) Length: 5p UV0632 Title: AutoZone: How Long Will They Be in the Zone? Author(s): Simko, Paul; Farris, Paul W.; Cross, Tom Publication Date: 09/26/2005 Product Type: Case (Field) Abstract: An abstract is not available for this product. Geographic Setting: Tennessee Industry Setting: Automotive parts & accessories Gross Revenues: $2.5 billion or more Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Year New: 2008 500015 Title: Autobytel.com Author(s): Moon, Youngme Publication Date: 10/20/1999 Revision Date: 10/12/2005 Product Type: Case (Field) Abstract: Autobytel enjoys first-mover advantage in the Internet new car buying space. According to a number of metrics, it is the online leader in this category. However, a number of competitors have sprung up, raising questions about the long-term viability of Autobytel's purchase referral model. In addition, Autobytel is struggling to accelerate revenue growth. The company has launched several new services and is now seeking to reposition itself in the market. Geographic Setting: Irvine, CA Industry Setting: Internet & online services industries; Automotive industry Number of Employees: 200 Gross Revenues: $36 million revenues Subjects: Automobiles; Distribution
Marketing
channels; Electronic commerce; Internet Length: 21p Supplementary Materials: Teaching Note, (500076), 13p, by Youngme Moon BESTSELLER 504S19 Title: Autobytel.com, Spanish Version Author(s): Moon, Youngme Publication Date: 10/20/1999 Revision Date: 05/10/2000 Product Type: LACC Case Abstract: Autobytel enjoys first-mover advantage in the Internet new car buying space. According to a number of metrics, it is the online leader in this category. However, a number of competitors have sprung up, raising questions about the long-term viability of Autobytel's purchase referral model. In addition, Autobytel is struggling to accelerate revenue growth. The company has launched several new services and is now seeking to reposition itself in the market. Teaching Purpose: Can be used in either a firstyear general marketing course or a second-year marketing course that focuses on channel strategy or Internet marketing. Geographic Setting: Irvine, CA Industry Setting: Internet & online services industries; Automotive industry Number of Employees: 200 Gross Revenues: $36 million revenues Subjects: Automobiles; Distribution channels; Electronic commerce; Internet Length: 23p 379019 Title: Autodraft Corp. Author(s): Yoshino, Michael Y.; Hurd JW Publication Date: 07/17/1978 Revision Date: 01/17/1985 Product Type: Case (Field) Abstract: The international sales manager of a computer/electronics firm growing at 50% year amidst rapid technological change must decide about distribution in Japan. The current distributor is unsatisfactory. The manager is faced with switching distributors, going direct, or maintaining the status quo. New technical developments occur simultaneously. Demonstrates difficulty of changing distribution, management of high technology business in international markets, and management of growth. Geographic Setting: United States; Japan Industry Setting: Electronics industry; Computer industry Company Size: mid-size Gross Revenues: $50 million sales Subjects: Computer systems; Distribution; Electronics; Growth strategy; International business; Multinational corporations; Technological change Length: 20p 89105 Title: Automation to Boost Sales and Marketing Author(s): Moriarty, Rowland T., Jr.; Swartz, Gordon Publication Date: 01/01/1989 Product Type: Harvard Business Review Article Abstract: Forward-looking companies, installing marketing and sales productivity (MSP) systems, are seeing increases of up to 30% in sales and sales force productivity. MSP systems automate routine tasks and gather and interpret data that was either scattered or uncollected before. They not only upgrade sales and marketing efficiency but also improve the timeliness and quality of executives' decision making. Viewed as a corporate strategic investment, companies can exploit the synergies possible from linkages with other parts of the organization. Subjects: Automation; Marketing information systems; Marketing management Length: 9p 597076 Title: Automobile Distribution in Japan Author(s): Rangan, V. Kasturi; Kashiwagi, Yutaka Publication Date: 03/04/1997 Revision Date: 04/08/1997 Product Type: Note Abstract: Attempts to capture briefly the historical origins of the Japanese automobile distribution system. Tracks the changes in the system through the Second World War, all the way up to the early 1990s. Teaching Purpose: To understand distribution changes from a macro perspective. Geographic Setting: Japan Industry Setting: Automotive industry Subjects: Automobiles; Distribution; Franchising; International marketing; Japan; Market entry Length: 20p 598014 Title: Automobile Retailing in the U.S. Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 09/29/1997 Revision Date: 03/17/1998 Product Type: Note Abstract: In the mid-1990s, the U.S. automobile retailing industry is on the brink of profound change. This case traces the drivers of change, the history of the industry, and potential distribution systems of the future. May be used with:
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(598064) C-Car. Industry Setting: Automotive industry; Retail industry Subjects: Automobiles; Distribution; Distribution planning; Industry analysis; Marketing strategy; Retailing Length: 20p R0606B Title: Avatar-Based Marketing Author(s): Hemp, Paul Publication Date: 06/01/2006 Product Type: Harvard Business Review Article Abstract: Advertising has always targeted a powerful consumer alter ego: that hip, attractive, incredibly popular person just waiting to emerge (with the help of the advertised product) from an all-too-normal self. Now, in cyberspace, consumers are taking the initiative and adopting alter egos that are anything but under wraps. These online personae, called avatars, range from simple but personalized cartoonlike characters used as pictorial signatures in instant messaging to fully developed characters in virtual worlds. And they represent a huge population of "shadow" customers who can be analyzed, segmented, and targeted. The experience of living through another self is most powerful in so-called massively multiplayer online role-playing games, which enable thousands of people to interact simultaneously within the same threedimensional virtual world. In such settings, participants effectively become the avatars they've created, looking out through their eyes and engaging with other such beings. In this article, which expands upon an item in "The HBR List: Breakthrough Ideas for 2006" (HBR reprint R0602B), the author examines early efforts to market real-world products in virtual worlds. He argues that companies need to look quickly beyond the market itself and think about the potential customer, which may be the avatar rather than its creator. Of course, the human behind the avatar controls the money in the real-world wallet. But the avatar, as a distinct creation of the user's psyche, can influence its creator's purchasing behavior and even make its own purchases of real-world products in the virtual world, deliverable to the user's real-world door. At the least, avatars offer a window into people's hidden preferences and a means for achieving sustained consumer engagement with a brand. The marketing initiatives of the few pathfinding companies working in this area point toward some methods that might be used in the future. Industry Setting: Banking industry; Entertainment industry; Gaming industry; Online information services; Soft drink
Marketing
industry Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2006 508048 Title: Avaya (A) Author(s): Godes, David Publication Date: 02/21/2008 Revision Date: 04/14/2008 Product Type: Color Case Abstract: Avaya's top management wants to improve demand generation. This requires an improvement in the relationship between Sales and Marketing. This case series (Avaya (A)(D)) walks the student through each phase of this process. The (A) case begins with background on the firm, and asks the student to come up with a strategy to improve the way in which Sales and Marketing work together. In the (B) case, we see their strategy in the form of a "unified funnel" and a demand generation framework. The unified funnel communicates the idea that not only should the marketing funnel and the sales funnel be linked "vertically"--in the sense that Marketing's leads should flow seamlessly into Sales' funnel--but they should also be integrated horizontally. This latter point refers to the idea that Sales and Marketing should each play a role in each phase of the process from email marketing solutions right through to the close. That is, they argue that the two functions are best integrated by encouraging them to work simultaneously, not just sequentially. The demand generation framework, on the other hand, makes explicit what it means for them to work together. For example, they stipulate that Marketing should be included on the weekly sales conference call. The students are then asked to think about how they would implement these ideas. In the (C) case, the implementation plan for a specific market--Brazil--is described. In particular, we are given data that were used in the roll-out process that showed the market's managers how they compared with other markets on a number of dimensions. Finally, the (D) case shows some early data suggesting that this new method of working together has had a significant impact. Industry Setting: Telecommunications industry Number of Employees: 19,000 Gross Revenues: $5 billion Event Year Start: 2006 Event Year End: 2007 Subjects: NO SUBJECTS(KEYWORDS) Length: 23p Supplementary Materials: Supplement (Field), (508049), 6p, by David Godes; Supplement (Field), (508050), 4p, by David Godes; Supplement, (508051), 4p, by David Godes; Teaching Note, (508082), 22p, by David Godes Year New: 2008 E184A Title: Avaya (A): How to Go to Market? Author(s): Leslie, Mark; Tauber, Andrew Publication Date: 02/21/2005 Product Type: Case (Field) Publisher: Stanford University Abstract: For three years after its spin off from Lucent in late 2000, Avaya struggled with how best to structure its go-to-market organization. Chronicles Avaya's repeated attempts to create an effective go-to-market structure. Ends in late 2003, when Don Peterson, the CEO, must choose between four final options. Industry Setting: Telecommunications industry Subjects: NO SUBJECTS(KEYWORDS) Length: 21p Supplementary Materials: Teaching Note, (E184AT), 8p, by Alexander Tauber; Supplement (Field), (E184B), 14p, by Mark Leslie, Andrew Tauber Year New: 2006 508049 Title: Avaya (B) Author(s): Godes, David Publication Date: 02/21/2008 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. Must be used with: (508048) Avaya (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 6p Year New: 2008 E184B Title: Avaya (B): Implementing the New Go-to-Market Model Author(s): Leslie, Mark; Tauber, Andrew Publication Date: 03/09/2005 Revision Date: 03/06/2006 Product Type: Supplement (Field) Publisher: Stanford University Abstract: An abstract is not available for this product. Must be used with: (E184A) Avaya (A): How to Go to Market?. Subjects: NO SUBJECTS(KEYWORDS) Length: 14p Year New: 2006 508050 Title: Avaya (C): Implementing Demand Generation in Brazil
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Author(s): Godes, David Publication Date: 02/21/2008 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. Must be used with: (508048) Avaya (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2008 508051 Title: Avaya (D): Early Results of the Demand Generation Initiative Author(s): Godes, David Publication Date: 02/21/2008 Product Type: Supplement Abstract: An abstract is not available for this product. Must be used with: (508048) Avaya (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2008 R0202J Title: Avoid the Four Perils of CRM Author(s): Reichheld, Frederick F.; Schefter, Phil; Rigby, Darrell K. Publication Date: 02/01/2002 Product Type: Harvard Business Review Article Abstract: Customer relationship management is one of the hottest management tools today. But more than half of all CRM initiatives fail to produce the anticipated results. Why? And what can companies do to reverse that negative trend? The authors--three senior Bain consultants--have spent the past 10 years analyzing customer-loyalty initiatives, both successful and unsuccessful, at more than 200 companies in a wide range of industries. They've found that CRM backfires in part because executives don't understand what they are implementing, let alone how much it will cost or how long it will take. The authors' research unveiled four common pitfalls that managers stumble into when trying to implement CRM. Each pitfall is a consequence of a single flawed assumption--that CRM is software that will automatically manage customer relationships. It isn't. Rather, CRM is the creation of customer strategies and processes to build customer loyalty, which are then supported by the technology. This article looks at best practices in CRM at several companies, including the New York Times Co., Square D, GE Capital, Grand Expeditions, and BMC Software. It provides an intellectual framework for any company that wants to start a CRM program or turn around a failing one. May be used with: (502011) Harrah's Entertainment, Inc.
Marketing
Subjects: Customer relations; Customer retention; Customer service; Customization; Loyalty; Market segmentation Length: 8p 8946 Title: Avoid the Four Perils of CRM (HBR OnPoint Enhanced Edition) Author(s): Rigby, Darrell K.; Reichheld, Frederick F.; Schefter, Phil Publication Date: 02/01/2002 Product Type: HBR OnPoint Article Abstract: Customer relationship management is one of the hottest management tools today. But more than half of all CRM initiatives fail to produce the anticipated results. Why? And what can companies do to reverse that negative trend? The authors--three senior Bain consultants--have spent the past 10 years analyzing customer-loyalty initiatives, both successful and unsuccessful, at more than 200 companies in a wide range of industries. They've found that CRM backfires in part because executives don't understand what they are implementing, let alone how much it will cost or how long it will take. The authors' research unveiled four common pitfalls that managers stumble into when trying to implement CRM. Each pitfall is a consequence of a single flawed assumption--that CRM is software that will automatically manage customer relationships. It isn't. Rather, CRM is the creation of customer strategies and processes to build customer loyalty, which are then supported by the technology. This article looks at best practices in CRM at several companies, including the New York Times Co., Square D, GE Capital, Grand Expeditions, and BMC Software. It provides an intellectual framework for any company that wants to start a CRM program or turn around a failing one. Subjects: Customer relations; Customer retention; Customer service; Customization; Loyalty; Market segmentation Length: 11p List Price: $6.50 590022 Title: Avon Co. Author(s): Corey, E. Raymond Publication Date: 08/09/1989 Revision Date: 10/30/1989 Product Type: Case (Field) Abstract: Avon engineers developed a new type of electric adjustable speed drive. Executives began to make longrange plans for production and marketing. Members of the sales department wondered what pricing recommendations they should make to management on the basis of estimates of market size at different price levels and Avon's market share. A rewritten version of an earlier case. Industry Setting: Electronic test & measurement; Machinery industry Event Year Start: 1956 Event Year End: 1956 Subjects: Industrial markets; Machinery; Market share; Pricing strategy; Product design; Product introduction Length: 14p Supplementary Materials: Teaching Note, (590023), 14p, by E. Raymond Corey 503039 Title: Avon Corp. Author(s): Corey, E. Raymond Publication Date: 01/01/1957 Revision Date: 01/01/1979 Product Type: Case (Field) Abstract: Avon engineers developed a new type of electric adjustable speed drive. Executives began to make longrange plans for production and marketing. Members of the sales department wondered what pricing recommendations they should make to management on the basis of estimates of market size at different price levels and Avon's market share. Industry Setting: Electronic test & measurement; Machinery industry Event Year Start: 1956 Event Year End: 1956 Subjects: Industrial markets; Machinery; Market share; Pricing strategy; Product design; Product introduction Length: 14p 503016 Title: Avon.com (A) Author(s): Godes, David B. Publication Date: 07/23/2002 Revision Date: 03/03/2003 Product Type: Color Case Abstract: Avon has always sold its products through a large independent direct-selling organization. However, it is now considering whether it should sell directly to the consumer. The company's independent representatives number 500,000 in the United States alone. Yet, there seems to be potential for Avon to grow their business on the web in new and different ways. What benefits might Avon reap from using the Web to improve its relationship with its customers, with its representatives, and between the representatives and their customers. Includes color exhibits. Geographic Setting: United States Industry Setting: Cosmetic Number of Employees: 43,000 Gross Revenues: $5.7 billion revenues Subjects: Marketing management; Personal selling; Sales compensation; Sales management; Sales organization;
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Sales strategy Length: 15p Supplementary Materials: Supplement (Library), (503041), 2p, by David B. Godes; Teaching Note, (503093), 14p, by David B. Godes NEW 505S12 Title: Avon.com (A), Spanish Version Author(s): Godes, David B. Publication Date: 07/23/2002 Revision Date: 03/03/2003 Product Type: LACC Case Abstract: Avon has always sold its products through a large independent direct selling organization. However, it is now considering whether it should sell directly to the consumer. The company's independent representatives number 500,000 in the United States alone. Yet, there seems to be potential for the web to help them grow their business in new and different ways. This case considers the benefits that Avon might reap from using the web to improve its relationship with its customers, with its representatives, and between the representatives and their customers. Teaching Purpose: Sales force management, direct selling, Internet. Geographic Setting: United States Industry Setting: Cosmetic Number of Employees: 43,000 Gross Revenues: $5.7 billion revenues Subjects: Marketing management; Personal selling; Sales compensation; Sales management; Sales organization; Sales strategy Length: 15p 503041 Title: Avon.com (B) Author(s): Godes, David B. Publication Date: 10/29/2002 Revision Date: 03/26/2003 Product Type: Supplement (Library) Abstract: Supplements the (A) case. Must be used with: (503016) Avon.com (A). Subjects: Marketing management; Personal selling; Sales compensation; Sales management; Sales organization; Sales strategy Length: 2p Supplementary Materials: Teaching Note, (503093), 14p, by David B. Godes NEW 593021 Title: BASF: Corporate Advertising for 1992 Author(s): Greyser, Stephen A.; Klein, Norman Publication Date: 12/28/1992 Product Type: Case (Field) Abstract: Describes BASF's corporate advertising program in the United States.
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In 1992, BASF's U.S. companies extended an existing corporate advertising campaign to continue to build awareness of the German-based multinational's corporate identity. The core theme of the campaign is "We don't make the products you buy ... we make the products you buy better." The campaign appears only on television. The goals, target audiences, messages, media, budget, and approaches to evaluation are described. Acquaints students with the objectives and detailed program specifics of corporate advertising campaigns. Examines how a non-U.S. based company seeks to build corporate awareness and identity in the U.S. despite having only a single company-branded consumer product. May be used with: (593022) Siemens Corp. (A): Corporate Advertising for 1992; (596106) Siemens Corp. (B): Corporate Advertising for 1996; (593023) Du Pont: Corporate Advertising for 1992. Geographic Setting: United States Industry Setting: Chemical industry Subjects: Advertising; Chemicals; International marketing; Public relations Length: 5p 507034 Title: BBC Worldwide: Global Strategy Author(s): Quelch, John A.; Knoop, Carin-Isabel Publication Date: 06/28/2007 Revision Date: 01/11/2008 Product Type: Case (Field) Abstract: In January, 2007, John Smith, chief executive officer of BBC Worldwide (BBC WW), the commercial arm of the British Broadcasting Corporation (BBC), was preparing to meet with his senior managers to discuss BBC WW's global strategy options. BBC WW exploited and exported BBC branded content around the globe through all formats, including magazines, television, books, DVDs, audio books, merchandise, mobile phones, downloads, and other emerging digital media (such as Internet Protocol TV). BBC WW delivered its profits back to the BBC. Since 2004, BBC WW profits had more than doubled. Geographic Setting: Europe; Global Industry Setting: Broadcasting industry; Entertainment industry Number of Employees: 25,000 Gross Revenues: 784 Million, British Pounds Event Year Start: 2007 Event Year End: 2007 Subjects: NO SUBJECTS(KEYWORDS) Length: 28p Year New: 2007 596510 Title: BLACK & DECKER CORP. (B): "OPERATION SUDDEN IMPACT" (DEWALT INTRODUCTION), VIDEO (DVD) Author(s): Black & Decker Publication Date: 05/01/2008 Product Type: Case Video, DVD Abstract: An abstract is not available for this product. Subjects: NO SUBJECTS(KEYWORDS) Length: 0 min Supplementary Materials: Teaching Note, (598106), 22p, by Robert J. Dolan Year New: 2007 509023 Title: BMW's Project Switch (A): Importers vs. National Sales Companies Author(s): Herman, Kerry; Narayandas, Das Publication Date: 09/17/2008 Revision Date: 02/09/2009 Product Type: Case (Field) Abstract: BMW is faced with potential channel conflicts across several EU country markets. The case highlights BMW's approach to redesigning its channel in Greece. The case provides details on both headquarter and country head perspective on BMW's channel strategy. Geographic Setting: Europe Industry Setting: Automotive industry Event Year Start: 2003 Event Year End: 2003 Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Supplementary Materials: Supplement (Field), (509024), 7p, by Kerry Herman, Das Narayandas, Laura Winig 509024 Title: BMW's Project Switch (B): Importers vs. National Sales Companies Author(s): Herman, Kerry; Narayandas, Das; Winig, Laura Publication Date: 11/13/2008 Revision Date: 01/12/2009 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. Must be used with: (509023) BMW's Project Switch (A): Importers vs. National Sales Companies. Subjects: NO SUBJECTS(KEYWORDS) Length: 7p 593046 Title: BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself Author(s): Greyser, Stephen A.; Schille, Wendy Publication Date: 12/27/1993 Revision Date: 10/14/1993 Product Type: Case (Library)
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Abstract: Tracks changes in the luxury auto market during the 1980s and early 1990s. Shifts in target consumer behavior--particularly the yuppie lifestyle--serve as the basis for manufacturer modifications of product line, positioning, and advertising. The climax of the case is the 1991 overt effort by BMW to "de-yuppify" itself in the minds of the target market. Geographic Setting: United States Industry Setting: Automotive industry; Luxury goods Company Size: large Subjects: Automobiles; Brands; Consumer behavior; Consumer marketing; Product lines; Product positioning Length: 24p 502046 Title: BMWFilms Author(s): Moon, Youngme; Herman, Kerry Publication Date: 02/11/2002 Revision Date: 10/12/2005 Product Type: Case (Field) Abstract: Jim McDowell, VP of marketing at BMW North America, is debating how to follow up the success of his latest marketing campaign, "BMWFilms." This campaign features five short films for the Internet, directed by some of the hottest young directors in Hollywood. By all indications, the nontraditional campaign has been a huge success. Now the question is, what to do for an encore? Geographic Setting: North America Industry Setting: Automotive industry Number of Employees: 97,725 Gross Revenues: $32,693 million revenues Subjects: Advertising; Automobiles; Brands; Communication strategy; Consumer behavior Length: 26p Supplementary Materials: Teaching Note, (503073), 39p, by Youngme Moon 503S40 Title: BMWFilms, Spanish Version Author(s): Moon, Youngme; Herman, Kerry Publication Date: 02/11/2002 Revision Date: 12/19/2002 Product Type: LACC Case Abstract: Jim McDowell, VP of marketing at BMW North America, is debating how to follow up the success of his latest marketing campaign, "BMWFilms." This campaign features five short films for the Internet, directed by some of the hottest young directors in Hollywood. By all indications, the nontraditional campaign has been a huge success. Now the question is, what to do for an encore? Teaching Purpose:
Marketing
To explore the consumer behavior dynamics associated with nontraditional marketing techniques. Also allows for a discussion of the link between deep consumer understanding and the design of a new advertising genre. Geographic Setting: North America Industry Setting: Automotive industry Number of Employees: 97,725 Gross Revenues: $32,693 million revenues Subjects: Advertising; Automobiles; Brands; Communication strategy; Consumer behavior Length: 27p 587080 Title: BOC Group: Ohmeda (A) Author(s): Moriarty, Rowland T., Jr.; Swartz, Gordon Publication Date: 09/25/1986 Product Type: Case (Field) Abstract: The president of Ohmeda, a wholly owned company of the BOC Group, plans to grow the company's medical equipment sales from $95 million in 1985 to $158 million in five years by focusing on the sale of "hightech" equipment. At the same time, the president expects to sell Ohmeda's medical supplies business ($22 million in sales) and to transfer its medical gases business ($27.2 million in sales) to another business unit of the BOC Group. The changes in Ohmeda's products combined with the planned growth in medical equipment cause the president to reassess Ohmeda's marketing system. The new strategic thrust requires him to review the role of Ohmeda's direct sales and dealer sales coverage. In doing so he evaluates the economics of three options: 1) continuing with Ohmeda's present system, 2) eliminating dealer sales coverage, and 3) specializing salespeople by product group. Geographic Setting: United States Industry Setting: Medical equipment & device industry Company Size: mid-size Gross Revenues: $160 million sales Subjects: Distribution channels; Industrial markets; Marketing implementation; Medical supplies; Product lines; Sales management Length: 23p Supplementary Materials: Supplement (Field), (587081), 2p, by Rowland T. Moriarty Jr., Gordon Swartz; Teaching Note, (588054), 23p, by Rowland T. Moriarty Jr., Gordon Swartz 587081 Title: BOC Group: Ohmeda (B) Author(s): Moriarty, Rowland T., Jr.; Swartz, Gordon Publication Date: 09/25/1986 Product Type: Supplement (Field) Abstract: Discusses the actions taken by the president of Ohmeda and the company's sales results for the following three years. Must be used with: (587080) BOC Group: Ohmeda (A). Industry Setting: Medical supplies Subjects: Distribution channels; Industrial markets; Marketing implementation; Medical supplies; Product lines; Sales management Length: 2p Supplementary Materials: Teaching Note, (588054), 23p, by Rowland T. Moriarty Jr., Gordon Swartz BAB108 Title: BP Oil International (C): Brand Image Program Author(s): Kopp, Robert J.; Dover, Philip A. Publication Date: 01/01/1995 Revision Date: 12/09/2004 Product Type: Supplement (Field) Publisher: Babson College Abstract: Supplements the (A) case. Must be used with: (BAB106) BP Oil International: Brand Image Program (A). Industry Setting: Advertising industry; Petroleum industry Subjects: Advertising; Brand management; International marketing; Marketing strategy; Petroleum industry; Sales promotions Length: 19p Year New: 2005 BAB106 Title: BP Oil International: Brand Image Program (A) Author(s): Kopp, Robert J.; Dover, Philip A. Publication Date: 01/01/1995 Revision Date: 12/09/2004 Product Type: Case (Field) Publisher: Babson College Abstract: Chronicles BP Oil's process of developing, implementing, and assessing its global branding, along with key decision points at three critical areas along the way. BP Oil International is the retail/consumer marketing division of a company that is historically known for oil exploration and production. Its advertising manager is pressing the company to pay more attention to its brand equity, specifically consumer awareness and brand associations (image). The advertising manager and his boss have put together a proposal to create a global brand equity program (Brand Image Program), the keystone of which is a global advertising campaign. Now they must persuade the Marketing Strategy Group, a central oversight body, to approve the program. Industry Setting: Petroleum industry Subjects: Advertising; Brand
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management; International marketing; Marketing strategy; Petroleum industry; Sales promotions Length: 21p Supplementary Materials: Supplement (Field), (BAB107), 25p, by Robert J. Kopp, Philip A. Dover; Supplement (Field), (BAB108), 19p, by Robert J. Kopp, Philip A. Dover Year New: 2005 BAB107 Title: BP Oil International: Brand Image Program (B) Author(s): Kopp, Robert J.; Dover, Philip A. Publication Date: 01/01/1995 Revision Date: 12/09/2004 Product Type: Supplement (Field) Publisher: Babson College Abstract: Supplements the (A) case. Must be used with: (BAB106) BP Oil International: Brand Image Program (A). Industry Setting: Advertising industry; Petroleum industry Subjects: Advertising; Brand management; International marketing; Marketing strategy; Petroleum industry; Sales promotions Length: 25p Year New: 2005 589100 Title: Babbage's: America's Software Headquarters Author(s): Salmon, Walter J.; Wylie, David Publication Date: 06/19/1989 Revision Date: 07/14/1994 Product Type: Case (Field) Abstract: Babbage's was a fast growing chain of retail stores that specialized in the sale of software for computers used in the home. By early 1989 there were 130 stores geographically clustered in regional shopping malls. The case describes the strategies and systems employed by the founders to manage the growth of the company, to retain the marketing focus, and to plan for contingencies. Geographic Setting: United States Industry Setting: Retail industry Company Size: mid-size Gross Revenues: $60 million sales Subjects: Consumer marketing; Entrepreneurship; Inventory management; Marketing strategy; Retailing; Software Length: 19p Supplementary Materials: Teaching Note, (595083), 6p, by Walter J. Salmon, David Wylie 85301 Title: Backward Market Research Author(s): Andreasen, Alan R. Publication Date: 05/01/1985
Marketing
Product Type: Harvard Business Review Article Abstract: Successful research is designed to lead to actionable conclusions. By working backward and ascertaining results before the research actually hits the field, managers are more likely to get results they can work with. Managers must tell researchers the answers they need to accomplish company goals. By determining where they want to go, and then figuring out how to get there, both managers and researchers can expect successful research. Subjects: Market research; Polls & surveys Length: 4p 593097 Title: Bajaj Auto Ltd. Author(s): Quelch, John A.; Laidler, Nathalie Publication Date: 06/03/1993 Revision Date: 07/24/1996 Product Type: Case (Field) Abstract: Bajaj Auto Ltd., the world's second-largest manufacturer of two- and three-wheeler vehicles, is facing increasing competition in its domestic Indian market. The case evaluates appropriate marketing responses both in the Indian market and export markets. Geographic Setting: India Industry Setting: Automotive industry Company Size: large Subjects: Automotive supplies; India; International marketing; Product development Length: 27p Supplementary Materials: Teaching Note, (598140), 14p, by John A. Quelch 9-508-P02 Title: Bajaj Auto Ltd., Portuguese Version Author(s): Quelch, John A.; Laidler, Nathalie Publication Date: 06/03/1993 Product Type: LACC Case Abstract: Bajaj Auto Ltd., the world's second-largest manufacturer of two- and three-wheeler vehicles, is facing increasing competition in its domestic Indian market. The case evaluates appropriate marketing responses both in the Indian market and export markets. Geographic Setting: India Industry Setting: Automotive industry Subjects: NO SUBJECTS(KEYWORDS) Length: 31p 4454BC Title: Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking Author(s): Zaltman, Gerald; Zaltman, Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter Abstract: Balance is one of the deep metaphors that affects the unconscious mind--and choices--of consumers. This chapter outlines several aspects of balance that marketers should understand. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors; (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit; (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities; (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking; (4456BC) Journey: How the Meeting of Past, Present, and Future Affects Consumer Thinking; (4457BC) Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking; (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking; (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking; (4460BC) Control: How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking; (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering--Understanding the Minds of Consumers. Subjects: NO SUBJECTS(KEYWORDS) Length: 19p List Price: $6.95 Year New: 2007 107055 Title: Bancaja: Developing Customer Intelligence (A) Author(s): Martinez-Jerez, F. Asis; Miller, Katherine Publication Date: 02/14/2007 Revision Date: 05/14/2008 Product Type: Case (Field) Abstract: In 1996, CEO Fernando Garcia Checa wanted to make customer analytics a part of Bancaja's new strategy. Bancaja, a savings bank based in Valencia, Spain, was expanding and wanted to exploit customer information to increase commercial effectiveness. At the same time, it was pushing for innovation in the nascent Spanish credit card market. To avoid the considerable investments of time and money that a large-scale customer relationship management (CRM) project would require, the bank decided to explore its benefits with a smaller pilot project. It appointed a CRM project team to design and implement a project focused on credit cards. Describes the challenges of
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the Spanish credit card market at the time, the methods for profiling credit card customers, and the variables involved in designing an optimal credit card. Concludes with a consideration of the decisions the CRM team had to make in designing the project, including whether to use conjoint analysis or implement a mini campaign. Geographic Setting: Spain Industry Setting: Banking industry Subjects: NO SUBJECTS(KEYWORDS) Length: 16p Supplementary Materials: Supplement (Field), (107066), 7p, by F. Asis Martinez-Jerez, Katherine Miller Year New: 2007 107066 Title: Bancaja: Developing Customer Intelligence (B) Author(s): Martinez-Jerez, F. Asis; Miller, Katherine Publication Date: 02/20/2007 Revision Date: 05/14/2008 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. Must be used with: (107055) Bancaja: Developing Customer Intelligence (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 7p Year New: 2007 513147 Title: Bangor Punta Operations, Inc. Author(s): Salmon, Walter J.; Cort, Stanton G. Publication Date: 07/30/1968 Product Type: Case (Field) Abstract: Company must decide whether to broaden its product line through two potential acquisitions and how to integrate any companies acquired into its present operations and marketing activities. Geographic Setting: Massachusetts Industry Setting: Shipbuilding industry Gross Revenues: $8 million sales Event Year Start: 1966 Event Year End: 1966 Subjects: Acquisitions; Business policy; Distribution channels; Marketing organization; Marketing strategy; Organization; Product lines; Shipbuilding Length: 52p 593004 Title: Bank One and Increased Consumer Credit Author(s): Greyser, Stephen A. Publication Date: 07/14/1992 Product Type: Case (Library) Abstract: Shortly before Christmas, Bank One has offered its credit card holders an increase in their line of credit,
Marketing
and included a check for the increase. The cashing of the check activates an interest charge. Teaching Purpose: To illuminate perspectives of both marketers and consumers regarding direct marketing initiatives, including targeting capabilities. Ethical issues are also implied. Geographic Setting: United States Industry Setting: Banking industry Company Size: large Subjects: Advertising; Commercial banking; Consumer marketing; Direct marketing; Ethics Length: 2p M213 Title: Bank of America: An Exploratory Study of the Women's Market Author(s): Ryans, Adrian B.; Bangalore, Ranie Publication Date: 01/01/1980 Product Type: Case (Field) Publisher: Stanford University Abstract: Illustrates the use of "focus group discussion" as an exploratory marketing research technique. The marketing research division of Bank of America is helping its California division launch an advertising campaign aimed at the women's market. Essentially, a transcript of a discussion by one of the focus groups selected for the purpose. Students are asked to examine critically the role of the moderator and to evaluate the information value of the technique. Geographic Setting: California Industry Setting: Banking industry Subjects: Advertising; Advertising campaigns; Market research; Market segmentation; Women Length: 30p HKU774 Title: Banyan Tree: Sustainability of a Brand During Rapid Global Expansion Author(s): Farhoomand, Ali; Ng, Pauline; Enz, Cathy Publication Date: 03/25/2008 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: Following a successful IPO in June 2006, Banyan Tree Holdings Limited planned to use parts of the proceeds to finance an ambitious expansion plan. At the core of this business development plan was an ambitious proposal to open 28 new resorts over four years which would span non-Asian territories from Greece to Mexico. The Asian Financial Crisis of 1997, the SARS crisis of 2003 and the Indian Ocean tsunami of 2004 had taken their toll on the travel and tourism industry in the region where Banyan Tree's resorts and spas were concentrated. Although recovery was on the horizon, those events left haunting memories and CEO Ho Kwon Ping understood the need to diversify risks across geographic regions. This case considers how a company with an experiential brand should manage its global expansion without losing the core values associated with its brand. Geographic Setting: Singapore; Thailand Subjects: NO SUBJECTS(KEYWORDS) Length: 39p 591133 Title: Barco Projection Systems (A): Worldwide Niche Marketing Author(s): Moriarty, Rowland T., Jr.; McQuade, Krista Publication Date: 06/10/1991 Revision Date: 05/09/2002 Product Type: Case (Field) Abstract: Deals with the issue of niche marketing in a worldwide market. Barco Projection Systems makes video, data, and graphics projectors for the industrial market. They have traditionally been the performance leader. In August 1989, Sony Corp. introduced a higher performance graphics projector at a considerably lower price than Barco's existing projector. As a result, Barco is faced with being preempted in their fastest growing segment by a competitor with much larger resources. Deals with how a small niche player deals with considerably larger competitors in a global environment. Geographic Setting: Global; Belgium Company Size: mid-size Gross Revenues: $50 million revenues Subjects: Industrial markets; International marketing; Marketing strategy; Product development; Product lines Length: 19p Supplementary Materials: Supplement (Field), (591134), 1p, by Rowland T. Moriarty Jr., Krista McQuade; Supplement (Field), (591135), 2p, by Rowland T. Moriarty Jr., Krista McQuade; Supplement (Field), (591136), 2p, by Rowland T. Moriarty Jr., Krista McQuade; Teaching Note, (592098), 12p, by Robert J. Dolan; Case Video, (IMD501), 27 min, by JeanPhilippe Deschamps, Nirmalya Kumar BESTSELLER 591134 Title: Barco Projection Systems (B) Author(s): Moriarty, Rowland T., Jr.; McQuade, Krista Publication Date: 06/10/1991 Revision Date: 04/25/1996 Product Type: Supplement (Field) Abstract: Updates Barco Projection Systems (A). Must be used with: (591133) Barco Projection Systems (A):
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Worldwide Niche Marketing. Subjects: Industrial markets; International marketing; Marketing strategy; Product development; Product lines Length: 1p Supplementary Materials: Case Video, (IMD501), 27 min, by Jean-Philippe Deschamps, Nirmalya Kumar 506S13 Title: Barco Projection Systems (C), Spanish Version Author(s): Moriarty, Rowland T., Jr.; McQuade, Krista Publication Date: 06/10/1991 Revision Date: 04/25/1996 Product Type: LACC Supplement Abstract: An abstract is not available for this product. Subjects: NO SUBJECTS(KEYWORDS) Length: 2p 591135 Title: Barco Projection Systems (C) Author(s): Moriarty, Rowland T., Jr.; McQuade, Krista Publication Date: 06/10/1991 Revision Date: 04/25/1996 Product Type: Supplement (Field) Abstract: Updates Barco Projection Systems (B). Must be used with: (591133) Barco Projection Systems (A): Worldwide Niche Marketing. Subjects: Industrial markets; International marketing; Marketing strategy; Product development; Product lines Length: 2p Supplementary Materials: Case Video, (IMD501), 27 min, by Jean-Philippe Deschamps, Nirmalya Kumar 591136 Title: Barco Projection Systems (D) Author(s): Moriarty, Rowland T., Jr.; McQuade, Krista Publication Date: 06/10/1991 Revision Date: 04/25/1996 Product Type: Supplement (Field) Abstract: Updates Barco Projection Systems (C). Must be used with: (591133) Barco Projection Systems (A): Worldwide Niche Marketing. Subjects: Industrial markets; International marketing; Marketing strategy; Product development; Product lines Length: 2p Supplementary Materials: Case Video, (IMD501), 27 min, by Jean-Philippe Deschamps, Nirmalya Kumar IMD501 Title: Barco Projection Systems: Interview with COO Erik Dejonghe,
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Video Author(s): Deschamps, Jean-Philippe; Kumar, Nirmalya Publication Date: 11/23/1998 Product Type: Case Video Publisher: IMD - International Institute for Management Development Abstract: Eric Dejonghe, senior vice president and COO of The Barco Group, explains key events and issues that affected Barco during the 1990s. Topics include market segments, generic versus niche products, the search for new applications of graphic-projection technology, and the company's relationship with its major competitor, Sony. Must be used with: (591133) Barco Projection Systems (A): Worldwide Niche Marketing; (591134) Barco Projection Systems (B); (591135) Barco Projection Systems (C); (591136) Barco Projection Systems (D). Subjects: Industrial markets; International marketing; Marketing strategy; Product development; Product lines Length: 27 min List Price: $150.00 585136 Title: Barry Controls: Division of Barry Wright Corp. Author(s): Corey, E. Raymond; Kinnear, Constance M. Publication Date: 12/11/1984 Product Type: Case (Field) Abstract: Barry Controls has moved from a system of selling direct to using manufacturers' representatives, many of these companies being started by former Barry Controls employees. As these companies begin to diversify, the effectiveness of this system of marketing is questioned. Geographic Setting: Watertown, MA Industry Setting: Manufacturing industries Subjects: Distribution planning; Industrial markets; Manufacturing; Sales management Length: 15p 506S24 Title: Basic Quantitative Analysis for Marketing, Spanish Version Author(s): Dolan, Robert J. Publication Date: 05/24/1984 Revision Date: 09/29/1986 Product Type: LACC Note Abstract: Shows how to calculate and use the break-even volume in marketing decision making. Subjects: NO SUBJECTS(KEYWORDS) Length: 11p Year New: 2006 584149 Title: Basic Quantitative Analysis for Marketing Author(s): Dolan, Robert J. Publication Date: 05/24/1984 Revision Date: 09/29/1986 Product Type: Note Abstract: Shows how to calculate and use the break-even volume in marketing decision making. Subjects: Breakeven analysis; Cost accounting; Demand analysis; Marketing strategy; Pricing; Profitability analysis; Quantitative analysis Length: 8p BESTSELLER UV0309 Title: Battlefield Furniture Group, Inc. Author(s): Ranson, Alexandra; Newton, Derek A. Publication Date: 11/02/1993 Revision Date: 07/15/2004 Product Type: Case (Field) Abstract: This case serves as an introduction to field sales management. A manager must address three sales representatives' ingrained behaviors in order to implement a major shift in marketing strategy. Students should recognize the nature of the "man-in-themiddle" squeeze: the manager caught between the pressure of implementing a new strategy from the top and the resistance to change from the bottom. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Supplementary Materials: Teaching Note, (UV0310), 6p, by Derek A. Newton Year New: 2007 580123 Title: Battlefield Group, Inc. (Revised) Author(s): Newton, Derek A. Publication Date: 03/01/1980 Product Type: Case (Field) Abstract: New sales manager faces a variety of problems with individual salesmen. Geographic Setting: United States Industry Setting: Furniture industry Company Size: mid-size Gross Revenues: $64 million annual sales Subjects: Furniture; Motivation; Sales management; Supervision Length: 10p 594056 Title: Bausch & Lomb: Regional Organization Author(s): Quelch, John A.; Laidler, Nathalie Publication Date: 10/25/1993 Revision Date: 12/01/2003 Product Type: Case (Field) Abstract: The CEO of Bausch & Lomb
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is contemplating replacing an international division with three regional divisions to sustain the company's growth, especially in international markets, and to add value to customers. Geographic Setting: United States Industry Setting: Eye care Company Size: Fortune 500 Gross Revenues: $1.7 billion revenues Subjects: International marketing; Marketing organization; Marketing strategy; Medical supplies Length: 20p Supplementary Materials: Teaching Note, (598103), 8p, by John A. Quelch 595031 Title: BayFunds Author(s): Silk, Alvin J.; Klein, Lisa R.; Harper, Jamie Publication Date: 09/16/1994 Product Type: Case (Field) Abstract: In June, 1994, the Senior Vice President of BayBank's Investment Management Group is preparing a strategic plan for her organization's line of mutual funds. Sixteen months earlier, BayBank, Massachusetts's leading retail bank, had entered the mutual fund business by successfully launching BayFunds, a family of proprietary mutual funds. Now management faces a new set of marketing challenges to develop the business further. How can the mix of funds offered be extended to meet changing market and economic conditions, and what combination of proprietary and third-party funds would be most effective in attracting and retaining customers? In addition, management must also find ways to integrate the mutual funds business further into BayBank's core operations and systems while coping with a complex and uncertain regulatory environment. Geographic Setting: Massachusetts Industry Setting: Financial services Number of Employees: 5,600 Gross Revenues: $590 million revenues Subjects: Brands; Consumer marketing; Financial services; Marketing management; Marketing strategy; Mutual funds; Product lines Length: 34p 598031 Title: Bayer AG (A) Author(s): Quelch, John A.; Root, Robin Publication Date: 09/29/1997 Revision Date: 10/16/1997 Product Type: Case (Field) Abstract: Bayer's senior executives convene in Germany to consider submitting a $1 billion bid that would recover the Bayer brand name and trademark cross in North America, both
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of which were confiscated by the U.S. government after World War I. The group also sets out to assess the communication challenge and brand management tasks the company would face should they decide to go forward with the purchase. May be used with: (598032) Bayer AG (B). Geographic Setting: North America; Germany Industry Setting: Pharmaceutical industry Company Size: large Number of Employees: 142,900 Gross Revenues: $11.5 billion net sales Subjects: Acquisitions; Brands; International marketing; Pharmaceuticals Length: 19p Supplementary Materials: Teaching Note, (598075), 12p, by John A. Quelch 598032 Title: Bayer AG (B) Author(s): Quelch, John A.; Root, Robin Publication Date: 09/29/1997 Product Type: Case (Field) Abstract: Bayer's senior executives detail the communications challenge program that resulted from the company's reacquisition of its brand name and trademark cross, which gave Bayer one name worldwide for the first time since World War I. May be used with: (598031) Bayer AG (A). Geographic Setting: North America; Germany Industry Setting: Pharmaceutical industry Company Size: large Number of Employees: 142,900 Gross Revenues: $11.5 billion net sales Subjects: Acquisitions; Brands; International marketing; Pharmaceuticals Length: 7p Supplementary Materials: Teaching Note, (598075), 12p, by John A. Quelch 503S71 Title: Bayerische Motoren Werke AG (BMW), Spanish Version Author(s): Dolan, Robert J. Publication Date: 04/02/1993 Revision Date: 06/15/1993 Product Type: LACC Case Abstract: In 1992, BMW is attempting to revive its position in the U.S. market. In 1991, unit sales had fallen to 53,000 from 88,000 in 1987. The new CEO of North America is considering a multifaceted plan to turn around the situation. Geographic Setting: United States Industry Setting: Automotive industry Company Size: large Gross Revenues: $18 billion revenues Subjects: Advertising; Automobiles; Marketing mixes; Marketing planning; Product lines Length: 22p 593082 Title: Bayerische Motoren Werke AG (BMW) Author(s): Dolan, Robert J. Publication Date: 04/02/1993 Revision Date: 06/15/1993 Product Type: Case (Field) Abstract: In 1992, BMW attempts to revive its position in the United States market. In 1991, unit sales had fallen to 53,000 from 88,000 in 1987. The new CEO of North America considers a multifaceted plan to turn around the situation. Geographic Setting: United States Industry Setting: Automotive industry Company Size: large Gross Revenues: $18 billion revenues Subjects: Advertising; Automobiles; Marketing mixes; Marketing planning; Product lines Length: 22p Supplementary Materials: Teaching Note, (594107), 13p, by Robert J. Dolan 390113 Title: Bayside Author(s): Poorvu, William J.; Crum, Richard E. Publication Date: 12/05/1989 Revision Date: 06/27/2003 Product Type: Case (Gen Exp) Abstract: Explores the issues associated with leasing office space in a softening market from the perspective of a young leasing agent. Addresses market and lease analysis, negotiating tactics and strategy, and management of a financial partnership. Geographic Setting: Boca Raton, FL Industry Setting: Real estate Company Size: small Subjects: Financing; Leasing; Market analysis; Negotiations; Partnerships; Real estate Length: 18p Supplementary Materials: Teaching Note, (391222), 10p, by William J. Poorvu, Richard E. Crum 591089 Title: Beating the Commodity Cycle Author(s): Rangan, V. Kasturi; Bowman, George Publication Date: 03/12/1991 Revision Date: 03/26/1991 Product Type: Note Abstract: Challenges the conventional belief that industry commoditization is inevitable and accompanied by deteriorating profits. Four generic strategies to avoid commoditization are suggested. Provides illustrations of firms who have successfully implemented each. Subjects: Commodity markets;
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Industrial markets; Marketing strategy; Pricing strategy; Services Length: 13p 594122 Title: Beating the Commodity Magnet Author(s): Rangan, V. Kasturi; Bowman, George Publication Date: 06/01/1994 Revision Date: 09/12/1994 Product Type: Note Abstract: All markets follow a cycle of growth and maturity, then commoditization and decline. This note argues that while commoditization of an industry may seem inevitable, the better managed firms find a way to make money in the commodity cycle. These firms know how and when to differentiate their products through innovation, service, and customer partnerships; and how and when to offer a "no-frills" product, and seek cost leadership. Four such strategic options are detailed and discussed. A rewritten version of an earlier note. Subjects: Commodity markets; Industrial markets; Marketing strategy; Pricing strategy; Services Length: 14p F0703H Title: Beating the Market with Customer Satisfaction Author(s): Hart, Christopher W. Publication Date: 03/01/2007 Product Type: Harvard Business Review Article Abstract: A growing body of research conclusively shows that higher customer satisfaction leads to higher share prices. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2007 586069 Title: Beatrice Companies, Inc. Author(s): Quelch, John A. Publication Date: 10/21/1985 Revision Date: 08/04/1986 Product Type: Case (Library) Abstract: Executives at Beatrice must decide whether to proceed with the second part of a $30 million corporate advertising campaign during the Summer Olympics of 1984. Geographic Setting: United States Industry Setting: Food industry Company Size: Fortune 500 Gross Revenues: $13 billion sales Subjects: Advertising campaigns; Brands; Consumer marketing; Food processing industry; Holding companies; Marketing strategy Length: 14p Supplementary Materials: Teaching
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Note, (587075), 10p, by John A. Quelch 576027 Title: Becel Margarine Author(s): Greyser, Stephen A.; Farris, Paul W. Publication Date: 10/10/1975 Product Type: Case (Field) Abstract: Illustrates the use of a relatively sophisticated media model for a product requiring exact targeting of advertising expenditures. Both the capabilities and limitations of such models as an aid to media planning are major issues in the case. Geographic Setting: Germany Industry Setting: Food industry Company Size: large Gross Revenues: $1 billion sales Subjects: Advertising; Advertising media; Food; Germany; Models; Product positioning; Public relations Length: 28p 9-509-704 Title: Becky Saeger, CMO, Charles Schwab & Co., Inc., Interviewed by John Quelch, Video Supplement (VHS) Author(s): Quelch, John A. Publication Date: 08/29/2008 Product Type: Video Abstract: Professor John Quelch interviewed Becky Saeger, Chief Marketing Officer of Charles Schwab and Co., Inc. with regard to the background and success of the "Talk to Chuck" advertising campaign. Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 11 min List Price: $150.00 9-509-703 Title: Becky Saeger, CMO, Charles Schwab & Co., Inc., Interviewed by Professor John Quelch, Video Supplement (DVD) Author(s): Quelch, John A. Publication Date: 08/29/2008 Product Type: Video Abstract: Professor John Quelch interviewed Becky Saeger, Chief Marketing Officer of Charles Schwab and Co., Inc., with regard to the background and success of the "Talk to Chuck" advertising campaign. Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 11 min List Price: $150.00 594060 Title: Becton Dickinson & Co.: Multidivisional Marketing Programs Author(s): Cespedes, Frank V.; Goode, Laura Publication Date: 10/29/1993 Revision Date: 11/28/1994 Product Type: Case (Field) Abstract: In response to a potential competitive inroad at a key account, managers at Becton Dickinson are considering a multidivisional marketing effort. Geographic Setting: United States Industry Setting: Medical supplies Company Size: Fortune 500 Gross Revenues: $1 billion revenues Subjects: Industrial markets; Logistics; Management of change; Marketing organization; Marketing strategy; Medical supplies; Sales management; Supply chain Length: 21p Supplementary Materials: Teaching Note, (595100), 13p, by Frank V. Cespedes 502S25 Title: Becton Dickinson & Co.: VACUTAINER Systems Division (Condensed), Spanish Version Author(s): Cespedes, Frank V.; Rangan, V. Kasturi Publication Date: 10/01/1991 Revision Date: 08/16/2000 Product Type: LACC Case Abstract: Becton Dickinson, a phenomenally successful company with an 80% market share in the blood collection needles and syringes market faces a change in the customer buying environment (cost containment pressures at hospitals). This forces a reevaluation of the company's highly successful product policy and channel strategy. One of the company's largest customers threatens to leave them for refusing their "low-price" request. It is obvious to students that giving in to this customer's threat would compromise the company's "value-added" thrust, yet the potential business at stake makes it difficult to be inflexible. Geographic Setting: United States Industry Setting: Pharmaceutical industry Company Size: Fortune 500 Gross Revenues: $150 million revenues Subjects: Distribution; Marketing implementation; Marketing management; Marketing organization; Medical supplies; Negotiations; Pricing; Sales management Length: 18p 592037 Title: Becton Dickinson & Co.: VACUTAINER Systems Division (Condensed)
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Author(s): Cespedes, Frank V.; Rangan, V. Kasturi Publication Date: 10/01/1991 Revision Date: 08/16/2000 Product Type: Case (Field) Abstract: Becton Dickinson, a phenomenally successful company with an 80% market share in the blood collection needles and syringes market faces a change in the customer buying environment (cost containment pressures at hospitals). This forces a reevaluation of the company's highly successful product policy and channel strategy. One of the company's largest customers threatens to leave them for refusing their "low-price" request. It is obvious to students that giving in to this customer's threat would compromise the company's "value-added" thrust, yet the potential business at stake makes it difficult to be inflexible. Geographic Setting: United States Industry Setting: Pharmaceutical industry Company Size: Fortune 500 Gross Revenues: $150 million revenues Subjects: Distribution; Marketing implementation; Marketing management; Marketing organization; Medical supplies; Negotiations; Pricing; Sales management Length: 17p Supplementary Materials: Teaching Note, (595084), 4p, by V. Kasturi Rangan 587085 Title: Becton Dickinson & Co.: VACUTAINER Systems Division Author(s): Cespedes, Frank V.; Rangan, V. Kasturi Publication Date: 10/03/1986 Revision Date: 11/16/1989 Product Type: Case (Field) Abstract: Concerns negotiations between managers of Becton Dickinson's (BD) VACUTAINER division (which manufactures and sells blood collection products) and managers of a large hospital buying group. Recent changes in the health care industry are the background for the negotiations, which involve the buying group's attempt to negotiate both lower prices and different distribution terms with BD. The case provides background information about important industry changes and the previous history of purchasing and negotiations among BD, the buying group, and important distributors. As well as a pricing-negotiations case, it is a good vehicle for raising issues concerning what factors affect the balance of power in channel relations. Geographic Setting: United States Industry Setting: Health care industry
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Company Size: Fortune 500 Gross Revenues: $90 million revenues Subjects: Distribution; Marketing implementation; Marketing management; Marketing organization; Medical supplies; Negotiations; Pricing; Sales management Length: 21p Supplementary Materials: Supplement (Note), (591071), 6p, by Robert D. Buzzell; Teaching Note, (588077), 11p, by Frank V. Cespedes 593070 Title: Becton Dickinson Division: Marketing Organization Author(s): Cespedes, Frank V.; Goode, Laura Publication Date: 12/16/1992 Revision Date: 11/15/1994 Product Type: Case (Field) Abstract: The marketing director for the largest division of a health care products company is reviewing the structure and staffing of the division's marketing organization. The division has authorization to hire an additional marketing manager. Hence, the immediate case decisions are: 1) whether to hire an additional manager; and 2) if so, what should be the role and responsibilities of a new manager within the marketing organization. Industry developments, budgetary considerations, and changing field sales and service requirements make this a complex decision with larger implications for the division's marketing strategy and implementation. Geographic Setting: United States Industry Setting: Health care industry Company Size: Fortune 500 Gross Revenues: $200 million revenues Subjects: Marketing implementation; Marketing organization; Marketing strategy; Medical supplies; Organizational design; Product management; Sales management Length: 18p Supplementary Materials: Teaching Note, (593109), 17p, by Frank V. Cespedes 513050 Title: Beech Aircraft Corp. (A) Author(s): Greyser, Stephen A.; Leighton GF Publication Date: 10/28/1968 Revision Date: 11/04/1977 Product Type: Case (Field) Abstract: Examines all aspects of the company's advertising policy, including historical approaches to advertising, role of advertising within overall company strategy, market segmentation, and advertising evaluation. Geographic Setting: United States Industry Setting: Aircraft industry Number of Employees: 11,000 Gross Revenues: $175 million sales Event Year Start: 1968 Event Year End: 1968 Subjects: Advertising; Aircraft; Market research; Market segmentation; Market structure Length: 36p 589059 Title: Beef Industry Council: "Beef-Real Food for Real People" Campaign Author(s): Greyser, Stephen A.; Teopaco, John L. Publication Date: 10/20/1988 Product Type: Case (Field) Abstract: Senior marketing executives of a national food commodity council are evaluating initial results of a new advertising campaign aimed at increasing real consumer demand for fresh beef. They are deciding on whether (and, if so, what) modifications are warranted for the upcoming year. The new campaign involves a substantial increase in marketing expenditures, and the positioning of beef as "real food for real people"--that beef is an ideal food for the way consumers live and eat today. Major issues include: the role of advertising in increasing demand for a commodity food product, the effectiveness of positioning via mass media to change consumers' nutritional perceptions, and evaluation of the development and results of a major advertising campaign. Geographic Setting: United States Industry Setting: Food industry Company Size: large Subjects: Advertising campaigns; Agriculture; Commodity markets; Food; Product positioning Length: 72p 98M033 Title: Beijing Mirror Corp. Author(s): Beamish, Paul W.; Yue, Chen Xiao; Xin, Zhao Publication Date: 11/13/1998 Revision Date: 02/10/2000 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Beijing Mirror Corp. owned the patent for a newly invented rearview mirror that eliminated the usual blind spot. Created and owned by the Chinese university at which the new technology had been invented, the company was trying to decide how to introduce the product to both the domestic and international markets. More specifically, should the company try to commercialize the technology independently or via joint venture? Should they do so with a local or foreign company? What pricing,
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promotional, and distribution approaches made sense? Geographic Setting: China Industry Setting: Automotive supplies Company Size: mid-size Subjects: Automotive supplies; China; Intellectual property; International marketing; Joint ventures; Patents Length: 25p Supplementary Materials: Teaching Note, (898M33), 9p, by Paul W. Beamish, Chen Xiao Yue, Jane Lu 901A06 Title: Beijing Toronto International Hospital Author(s): Hardy, Kenneth G.; Mark, Ken Publication Date: 06/04/2001 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Beijing Toronto International Hospital was a new private facility being built in Beijing that would offer a full range of general and specialized Western-quality medical services to a very specific market segment: expatriates and wealthy Chinese families. Membership cards were sold that entitled each member to a distinct level of hospital service. The CEO found that as the building neared completion, only a few memberships had been sold, which resulted in a cash shortage. He did not know why sales failed to materialize as expected, but felt that he must redirect and revitalize the marketing campaign. He considered several options and had to determine what would work best in the Chinese market. Geographic Setting: China Industry Setting: Health care industry Company Size: mid-size Subjects: China; Health services; International marketing; Market entry; Marketing strategy Length: 18p Supplementary Materials: Teaching Note, (801A06), 9p, by Kenneth G. Hardy, Ken Mark 592047 Title: Bell Communications Research Author(s): Corey, E. Raymond Publication Date: 11/08/1991 Product Type: Case (Field) Abstract: Deals primarily with the governance structure of one of America's most successful R&D consortia. Describes Bellcore's relations with its owners, the seven regional Bell companies, and its organization structure and decision-making processes. The timing--1991--is propitious. A new CEO, Dr. George Heilmeier, has just succeeded Mr. Rocco
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Marano, the Bellcore's first chairman, the regulator environment is rapidly changing, telecommunications technology is rapidly evolving, and the seven "baby Bells" are moving into other sectors of the telecommunications industries in the United States and expanding abroad. Sheds light on governance structures and processes in R&D consortia and also raises strategic issues concerning Bellcore's future. In what directions would Bellcore's managers like to take this nonprofit enterprise? What role or roles do the owner companies represented on Bellcore's board want the consortium to play? In what ways are the courts and the regulatory agencies likely to shape Bellcore's future? Geographic Setting: Piscataway, NJ Industry Setting: Communications industry Company Size: large Gross Revenues: $1 billion revenues Subjects: Communications industry; Organizational structure; Regulated industries; Strategy formulation Length: 22p 588048 Title: Bella Beauty Products, Inc. (A) Author(s): Shapiro, Benson P. Publication Date: 01/13/1988 Revision Date: 07/05/1989 Product Type: Case (Gen Exp) Abstract: Deals with the relationships among a large cosmetics and toiletries company's operating functions. Describes the business and the way in which the different functional departments work with one another. The relationships have serious problems. The case is fairly heavily disguised. May be used with Bella Beauty Products, Inc. (B), (C), (F), and (G). Geographic Setting: United States Industry Setting: Cosmetic; Personal care products Company Size: large Gross Revenues: $1.2 billion sales Subjects: Cosmetics; Interdepartmental relations; Marketing management; Organizational problems; Organizational structure; Product development; Product management Length: 25p 588049 Title: Bella Beauty Products, Inc. (B) Author(s): Shapiro, Benson P. Publication Date: 01/13/1988 Revision Date: 02/08/1990 Product Type: Case (Gen Exp) Abstract: A case/exercise on account selection for a major cosmetics/toiletries manufacturer. Provides extensive data on ten customers and the company's product lines. The task is to prioritize the ten accounts. Geographic Setting: United States Industry Setting: Cosmetic; Personal care products Company Size: large Gross Revenues: $1.2 billion sales Subjects: Cosmetics; Customer relations; Interdepartmental relations; Market analysis; Market selection; Product lines Length: 6p 589030 Title: Bella Beauty Products, Inc. (C) Author(s): Shapiro, Benson P. Publication Date: 09/01/1988 Revision Date: 04/09/1991 Product Type: Case (Gen Exp) Abstract: Deals with three issues of importance to interdepartmental relations in a consumer goods company: regional marketing, special marketing to a non-regional segment--this one is the Hispanic market, and promotional diversions. It involves a meeting of the president with her vice presidents of sales, marketing, and manufacturing. May be used with Bella Beauty Products, Inc. (A), (D), (E), and (F). Geographic Setting: United States Industry Setting: Cosmetic; Personal care products Company Size: large Gross Revenues: $1 billion sales Subjects: Consumer marketing; Cosmetics; Interdepartmental relations; Market segmentation; Marketing management; Sales management Length: 8p Supplementary Materials: Supplement (Gen Exp), (589031), 1p, by Benson P. Shapiro; Supplement (Gen Exp), (589032), 4p, by Benson P. Shapiro; Supplement (Gen Exp), (589033), 1p, by Benson P. Shapiro 589031 Title: Bella Beauty Products, Inc. (C), Assignment Sheet Author(s): Shapiro, Benson P. Publication Date: 09/01/1988 Product Type: Supplement (Gen Exp) Abstract: To be used with Bella Beauty Products, Inc. (C). Must be used with: (589030) Bella Beauty Products, Inc. (C). Industry Setting: Cosmetic Subjects: Consumer marketing; Cosmetics; Interdepartmental relations; Market segmentation; Marketing management; Sales management Length: 1p 589032 Title: Bella Beauty Products, Inc. (D) Author(s): Shapiro, Benson P. Publication Date: 09/20/1988 Product Type: Supplement (Gen Exp)
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Abstract: Provides data to enhance, if desired, the discussion in Bella Beauty Products, Inc. (C). Includes regional sales by product line, plant shipments by product line, and population data on regions. Must be used with: (589030) Bella Beauty Products, Inc. (C). Industry Setting: Cosmetic Subjects: Consumer marketing; Cosmetics; Interdepartmental relations; Market segmentation; Marketing management; Sales management Length: 4p 589033 Title: Bella Beauty Products, Inc. (E) Author(s): Shapiro, Benson P. Publication Date: 09/01/1988 Product Type: Supplement (Gen Exp) Abstract: Describes a confrontation between the sales and marketing vice presidents concerning regional marketing. Each views the data in a way sympathetic to her/his own organizational position. To be used with Bella Beauty Products, Inc. (C) and (D). Must be used with: (589030) Bella Beauty Products, Inc. (C). Industry Setting: Cosmetic Subjects: Consumer marketing; Cosmetics; Interdepartmental relations; Market segmentation; Marketing management; Sales management Length: 1p 589034 Title: Bella Beauty Products, Inc. (F) Author(s): Shapiro, Benson P. Publication Date: 10/03/1988 Revision Date: 02/09/1990 Product Type: Case (Gen Exp) Abstract: In 1989 the corporate and U.S. managers of Bella Beauty Products were deciding how to approach the skin care market. This case raises issues about country managers and product line managers; corporate marketing, research and development, and marketing strategies; and career choices. While it only absolutely needs Bella Beauty Products, Inc. (A) for background, the discussion will benefit from the (B) through (E) cases. Industry Setting: Cosmetic; Personal care products Company Size: large Subjects: Centralization; Cosmetics; Decentralization; Interdepartmental relations; Product development; Product lines; Research & development Length: 5p 589084 Title: Bella Beauty Products, Inc. (G) Author(s): Shapiro, Benson P. Publication Date: 01/07/1989 Revision Date: 02/27/1989 Product Type: Case (Gen Exp)
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Abstract: Concerns a classic marketing/research and development (R&D) conflict around product development. Marketing wants product extensions and R&D wants new technology. The vice president of human resources views the conflict as "cultural" while the vice president of finance views it as capital budgeting. Data on recent new product and line extension projects is provided. Can be used with just Bella Beauty Products, Inc. (A). Geographic Setting: United States Industry Setting: Cosmetic; Personal care products Company Size: large Subjects: Cosmetics; Interdepartmental relations; New product marketing; Organizational problems; Product development; Product lines; Research & development Length: 8p Supplementary Materials: Supplement (Gen Exp), (589085), 1p, by Benson P. Shapiro 589085 Title: Bella Beauty Products, Inc. (G), Supplement Author(s): Shapiro, Benson P. Publication Date: 01/10/1989 Product Type: Supplement (Gen Exp) Abstract: Focuses on one sentence in a memo from the vice president of finance. Designed to help sensitize students to the importance of carefully choosing words and tone in interdepartmental communication. Must be used with: (589084) Bella Beauty Products, Inc. (G). Industry Setting: Cosmetic Subjects: Cosmetics; Interdepartmental relations; New product marketing; Organizational problems; Product development; Product lines; Research & development Length: 1p 591105 Title: Beresford Packaging, Inc. (A) Author(s): Greyser, Stephen A.; Womack, Deanne F. Publication Date: 03/21/1991 Product Type: Case (Field) Abstract: Jill Beresford, in the dual roles of head of her own major biodegradable plastics packaging firm and communications chair of the Degradable Plastics Council, must decide whether or not to appear on network TV to defend the industry against a Greenpeace attack. Background information is provided on degradable plastic packaging, on the specific charges by the environmental group, and on Beresford's own company situation and products. If Beresford accepts the invitation, she must plan her approach on the program, where she would debate environmentalist leader Dr. Barry Commoner. Geographic Setting: United States Industry Setting: Packaging, carton & container industries Subjects: Communication strategy; Environmental protection; Management communication; Packaging; Public relations Length: 13p Supplementary Materials: Supplement (Field), (591106), 6p, by Stephen A. Greyser, Deanne F. Womack 591106 Title: Beresford Packaging, Inc. (B) Author(s): Greyser, Stephen A.; Womack, Deanne F. Publication Date: 03/21/1991 Product Type: Supplement (Field) Abstract: Jill Beresford has agreed to defend the industry against a leading environmentalist on network TV. This case describes her preparation and strategy for the appearance and the program itself. She must now develop a long-range industry strategy as communications chair of the Degradable Plastics Council, conscious that her own firm is planning to make a public offering of its shares. Must be used with: (591105) Beresford Packaging, Inc. (A). Subjects: Communication strategy; Environmental protection; Management communication; Packaging; Public relations Length: 6p 571059 Title: Bergman Wire & Cable Co. (A&B) Author(s): Corey, E. Raymond Publication Date: 12/08/1970 Revision Date: 12/01/1987 Product Type: Case (Field) Abstract: Discusses a decision to abandon pooled selling organization for three-line selling organization and the reorganization of a sales division at the general manager's level. Geographic Setting: New England Industry Setting: Wire & cabling Event Year Start: 1959 Event Year End: 1961 Subjects: Organizational change; Planning; Sales management; Sales organization Length: 29p 591056 Title: Bernard Matthews PLC, Supplement Author(s): Goldberg, Ray A.; O'Keefe, Edmund Publication Date: 12/19/1990 Product Type: Supplement (Pub Mat) Abstract: Supplements Bernard Matthews PLC. Must be used with:
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(591042) Bernard Matthews PLC. Industry Setting: Agribusiness; Supermarkets Subjects: Agribusiness; Competition; Diversification; Marketing strategy; Supermarkets Length: 2p
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506S15 Title: Best Buy, Spanish Version Author(s): Rangan, V. Kasturi; Chakravarthy, Baleji S. Publication Date: 07/09/1997 Revision Date: 10/28/1997 Product Type: LACC Case Abstract: Documents the evolution of Best Buy, an electronics retailer, from its founding in 1966 to its very successful "Concept 2" strategy in 1996, boosting its sales ($7.2 billion) past industry #1 Circuit City. Its CEO Richard Schulze offers a new vision (Concept 3) to address the company's changed competitive and consumer environment. Reduced profitability in 1996, however, calls for creative adaptation of Concept 3. Geographic Setting: United States Industry Setting: Retail industry Gross Revenues: $7.2 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 33p Year New: 2006 598016 Title: Best Buy Author(s): Rangan, V. Kasturi; Chakravarthy, Baleji S. Publication Date: 07/09/1997 Revision Date: 10/28/1997 Product Type: Case (Field) Abstract: Documents the evolution of Best Buy, an electronics retailer, from its founding in 1966 to its very successful "Concept 2" strategy in 1996, boosting its sales ($7.2 billion) past industry #1 Circuit City. Its CEO Richard Schulze offers a new vision (Concept 3) to address the company's changed competitive and consumer environment. Reduced profitability in 1996, however, calls for creative adaptation of Concept 3. Geographic Setting: United States Industry Setting: Retail industry Gross Revenues: $7.2 billion revenues Subjects: Competition; Distribution channels; Retailing Length: 30p Supplementary Materials: Teaching Note, (599115), 10p, by V. Kasturi Rangan, Baleji S. Chakravarthy 506055 Title: Best Buy Co., Inc.: CustomerCentricity Author(s): Lal, Rajiv; Tarsis, Irina;
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Knoop, Carin-Isabel Publication Date: 04/18/2006 Revision Date: 10/16/2006 Product Type: Case (Field) Abstract: With FY2005 sales of $27.3 billion, Richfield, Minn.-based Best Buy Co., Inc. was the leading retailer of consumer electronics, home-office products, and related services in North America. Its operations included the distinct store formats Best Buy, Future Shop in Canada, and Magnolia Audio Video as well as service provider Geek Squad. For the eight years leading up to 2004, Best Buy had reported doubledigit revenue growth every year and rarely missed earnings. But on December 13, 2005, Best Buy missed its third-quarter earnings per share (coming in at $0.28, not $0.30). The company's stock price fell nearly 12% that day, a loss of $2 billion in market cap. The poor results were attributed to the aggressive rollout of 144 new "centricity" stores-revamped retail formats featuring a customer-centric operating model designed to offer targeted "value propositions" to one or two distinct customer segments. The new format was a departure from Best Buy's winning formula and required adjustments in interactions between various parts of the Best Buy organization, including a new set of segment leaders. Industry Setting: Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 29p Year New: 2006 507S08 Title: Best Buy Co., Inc.: CustomerCentricity, Spanish Version Author(s): Lal, Rajiv; Tarsis, Irina; Knoop, Carin-Isabel Publication Date: 04/18/2006 Product Type: LACC Case Abstract: With FY2005 sales of $27.3 billion, Richfield, Minn.-based Best Buy Co., Inc. was the leading retailer of consumer electronics, home-office products, and related services in North America. Its operations included the distinct store formats Best Buy, Future Shop in Canada, and Magnolia Audio Video as well as service provider Geek Squad. For the eight years leading up to 2004, Best Buy had reported doubledigit revenue growth every year and rarely missed earnings. But on December 13, 2005, Best Buy missed its third-quarter earnings per share (coming in at $0.28, not $0.30). The company's stock price fell nearly 12% that day, a loss of $2 billion in market cap. The poor results were attributed to the aggressive rollout of 144 new "centricity" stores-revamped retail formats featuring a customer-centric operating model designed to offer targeted "value propositions" to one or two distinct customer segments. The new format was a departure from Best Buy's winning formula and required adjustments in interactions between various parts of the Best Buy organization, including a new set of segment leaders. Industry Setting: Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 36p Year New: 2006 8672 Title: Best Face Forward: Why Companies Must Improve Their Service Interfaces with Customers (Hardcover) Author(s): Rayport, Jeffrey F.; Jaworski, Bernard J. Publication Date: 12/08/2004 Product Type: HBS Press Book Abstract: Now more than ever, success is based on how well firms manage interactions with customers. Short on appropriately skilled labor and flush with new intelligent technologies, visionary managers are not just outsourcing or sending work offshore for greater efficiency; they are recruiting machines into the workforce for greater effectiveness. Technology is taking over "front office" roles in customer relationship management--sparking a revolution in how firms serve customers and compete with rivals. In Best Face Forward, Jeffrey F. Rayport and Bernard J. Jaworski argue that as this "frontoffice automation" revolution unfolds, competitive advantage will increasingly depend on deploying the right mix of interfaces with customers--human, automated, and hybrids of both--to surpass current levels of performance and service. Based on extensive research inside both start-up and established businesses, Best Face Forward proposes guiding principles and a practical auditing tool for determining how humans and machines can best collaborate on mediating critical customer interactions. Far from dehumanizing the workforce, the authors show how this revolution will create a "people-rich" workplace--one that combines the unique capabilities of humans and machines to create a better world for all of us. Jeffrey F. Rayport is chairman and founder of Marketspace LLC, a subsidiary of Monitor Group. Bernard J. Jaworski is vice-chairman of Marketspace LLC and heads its Monitor Executive Development business unit. Industry Setting: Fast food industry; Retail industry Subjects: Automation; Customer service; Electronic commerce;
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Information technology; Process innovation; Retailing; Service management; Services Length: 272p List Price: $32.95
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579180 Title: Beth Israel Hospital, Boston Author(s): Lovelock, Christopher H.; Bloom, T. Publication Date: 03/01/1979 Revision Date: 11/01/1980 Product Type: Case (Field) Abstract: The hospital is reviewing its obstetrical services and trying to decide on future strategy relative to communications, pricing and service characteristics. Important environmental trends include increasing government health regulation, a declining birth rate, more intensive competition, and changing expectations of maternity care by women. Nine pages of exhibits include market trends, competitive profiles, and cost and occupancy data. Geographic Setting: Boston, MA Industry Setting: Hospital industry Company Size: small Subjects: Communication strategy; Competition; Health services; Hospital administration; Nonprofit marketing; Pricing strategy; Public policy; Regulation Length: 19p Supplementary Materials: Teaching Note, (581008), 9p, by Christopher H. Lovelock 83614 Title: Better Marketing at the Point of Purchase Author(s): Quelch, John A.; CannonBonventre, Kristina Publication Date: 11/01/1983 Product Type: Harvard Business Review Article Abstract: The retail point of purchase (POP) is the time and place at which all the elements of a sale--the consumer, the money, and the product--converge. Marketers must make the most of the communications possibilities at this point to increase their sales. By making effective displays, designing appropriate, easily identifiable packaging, making shopping exciting, and focusing in-store advertising media on the POP, marketers can address the various interests of the manufacturer, the retailer, and the consumer. Industry Setting: Advertising industry; Retail industry Subjects: Advertising; Marketing strategy; Retailing; Sales management; Sales promotions Length: 7p
Marketing
R0607H Title: Better Sales Networks Author(s): Ustuner, Tuba; Godes, David Publication Date: 07/01/2006 Product Type: Harvard Business Review Article Abstract: Anyone in sales will tell you that social networks are critical. The more contacts you have, the more leads you'll generate and, ultimately, the more sales you'll make. But that's a vast oversimplification. Different configurations of networks produce different results, and the salesperson who develops a nuanced understanding of social networks will outshine competitors. The salesperson's job changes over the course of the selling process. Different abilities are required in each stage of the sale: identifying prospects, gaining buy-in from potential customers, creating solutions, and closing the deal. Success in the first stage, for instance, depends on the salesperson acquiring precise and timely information about opportunities from contacts in the marketplace. Closing the deal requires the salesperson to mobilize contacts from prior sales to act as references. Managers often view sales networks only in terms of direct contacts. But someone who knows lots of people doesn't necessarily have an effective network because networks often pay off most handsomely through indirect contacts. Moreover, the density of the connections in a network is important. Do a salesperson's contacts know all the same people, or are their associates widely dispersed? Sparse networks are better, for example, at generating unique information. Managers can use three levers--sales force structure, compensation, and skills development--to encourage salespeople to adopt a network-based view and make the best possible use of social webs. For example, the sales force can be restructured to decouple lead generation from other tasks because some people are very good at building diverse ties but not so good at maintaining other kinds of networks. Companies that take steps of this kind to help their sales teams build better networks will reap tremendous advantages. Geographic Setting: Boston, MA Industry Setting: Computer hardware; Electronic components; Legal services Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2006 89506 Title: Beware the Pitfalls of Global Marketing Author(s): Kashani, Kamran Publication Date: 09/01/1989 Product Type: Harvard Business Review Article Abstract: In 1982, the West German company Henkel relaunched Pattex, an internationally accepted but stagnating contact adhesive. The relaunch was successful and Henkel attempted to duplicate it with Pritt, its glue stick. The strategy failed. The experience illustrates two pitfalls of global marketing: insufficient use of research and poor follow-up. Other pitfalls include overstandardization, narrow vision, and inflexibility in implementation. A committee of managers from headquarters and subsidiaries should oversee the global marketing process. Subjects: Brands; Competition; International marketing; Marketing management; Marketing strategy; Product management Length: 7p SMR084 Title: Beyond Better Products: Capturing Value in Customer Interactions Author(s): Vandenbosch, Mark; Dawar, Niraj Publication Date: 07/01/2002 Product Type: SMR Article Abstract: Why do your customers choose to buy from you rather than from your competition? For the past three years, marketing professors Mark Vandenbosch and Niraj Dawar have posed that question to more than 1,500 senior executives in interviews and group discussions. And despite the vast range of industries represented by the executives they probed, the responses they got were remarkably similar: Customers often value how they interact with their suppliers as much or more than what they actually buy. As the main drivers of customer choice, the executives cited cost-oriented factors such as convenience, ease of doing business, and product support and riskoriented factors such as trust, confidence, and the strength of relationships. Strategies built around reducing customers' interaction costs and risk offer a systematic way to tap into new sources of customer value while avoiding the often futile attempt to compete on product innovation. The authors illustrate five different strategies that some companies are using to build a sustainable advantage. Subjects: Competitive advantage; Customer relations; Customer service; Marketing strategy Length: 10p Year New: 2005
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583033 Title: Binney and Smith, Inc.: The Fun Center Program Author(s): Bonoma, Thomas V.; Carlson, Karen A. Publication Date: 10/01/1982 Product Type: Case (Field) Abstract: Binney and Smith (B&S) was a $94 million company best known for Crayola Crayons. In 1980, B&S developed the Crayola Fun Center, a multishelved merchandising unit intended for food and drug chains, mass merchandisers, and service merchandisers. The unit was designed to hold most of the Crayola brand items in a single display. The vice president of marketing must decide on immediate plans to service the 1,500 units currently in retail outlets, and current plans for servicing the projected 16,000 units by 1986. The concept of retail servicing is new to B&S, as art materials traditionally are shipped to the retailer and placed on the shelf by the retailer. Geographic Setting: Easton, PA Industry Setting: Commercial art products Company Size: mid-size Gross Revenues: $94 million revenues Subjects: Consumer marketing; Cost benefit analysis; Distribution planning; Marketing implementation; Merchandising; Retailing; Sales organization; Toy industry Length: 20p Supplementary Materials: Teaching Note, (583135), 17p, by Thomas V. Bonoma, Karen A. Carlson 508026 Title: Biocon: Launching a New Cancer Drug in India Author(s): Narayandas, Das; Gupta, Sunil Publication Date: 08/28/2007 Revision Date: 11/26/2008 Product Type: Case (Field) Abstract: Kiran Majumdar-Shaw, the CEO of Biocon has to make product launch timing, pricing, channel, and communications mix decisions relating to the launch of BioMAb, a new cancer drug in India. Geographic Setting: India Industry Setting: Biotechnology & pharmaceutical industries Number of Employees: 3,000 Gross Revenues: $155 million revenues Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 15p Supplementary Materials: Teaching Note, (5-509-039), 13p, by Sunil Gupta, Das Narayandas
Marketing
Year New: 2007 589113 Title: Biokit S.A. Author(s): Quelch, John A.; Nueno, Jose Luis Publication Date: 06/30/1989 Revision Date: 07/27/1989 Product Type: Case (Field) Abstract: Management is reassessing its distribution and product strategies in light of the effects of the integration of the European Community in 1992. Geographic Setting: Spain Industry Setting: Biotechnology industry Company Size: small Gross Revenues: $7 million sales Subjects: Biotechnology; Distribution; Europe; Marketing strategy; Product planning & policy Length: 28p Supplementary Materials: Teaching Note, (594084), 7p, by John A. Quelch 906A37 Title: Biomed Co., Ltd.: Designing a New Sales Compensation Plan Author(s): Barclay, Donald W.; Chiemchanya, Ponlerd Publication Date: 01/09/2007 Revision Date: 03/28/2007 Product Type: Case Publisher: Richard Ivey School of Business/UWO Abstract: A recent MBA graduate was about to return to the family business, Biomed Co., Ltd., as its general manager. Biomed's parent company, Thai Drugs Co., Ltd., has just revised Biomed's market strategy, a change that created the need to realign the sales compensation system to fit with the new strategy. The new general manager was charged with this responsibility. Follows the path from strategy to a powerful sales compensation plan that will support the strategy and encourage salespeople to execute their role within this strategy. Geographic Setting: Thailand Industry Setting: Food industry Subjects: NO SUBJECTS(KEYWORDS) Length: 15p Supplementary Materials: Teaching Note, (806A37), 13p, by Donald W. Barclay Year New: 2007 502S01 Title: Biopure Corp., Spanish Version Author(s): Gourville, John T. Publication Date: 05/29/1998 Revision Date: 05/27/1999 Product Type: LACC Case Abstract: It is early 1998 and Biopure, a small biopharmaceutical firm with no sales revenues in its ten-year history, has just received government approval to release Oxyglobin, a revolutionary new "blood substitute" designed to replace the need for donated animal blood in the veterinary market. A virtually identical product for the human market, Hemopure, is in the final stages of testing by Biopure and is expected to gain approval within one to two years. In response to the timing of approval for these two products, there has been a long-running debate within Biopure as how to proceed with Oxyglobin. At odds are those in charge of Oxyglobin, who want to see the animal product released immediately, and those in charge of the Hemopure, who worry that an immediate release of Oxyglobin would create an unrealistically low price expectation for what they feel should be a very highmargin human product. Exacerbating the problem is the nature of the biopharmaceutical industry, where product approval is never a certainty until achieved. Geographic Setting: United States Industry Setting: Biotechnology & pharmaceutical industries Number of Employees: 150 Subjects: Biotechnology; Market segmentation; Marketing strategy; New product marketing; Pricing strategy; Product lines Length: 22p 598150 Title: Biopure Corp. Author(s): Gourville, John T. Publication Date: 05/29/1998 Revision Date: 05/27/1999 Product Type: Case (Field) Abstract: It is early 1998 and Biopure Corp., a small biopharmaceutical firm with no sales revenues in its ten-year history, has just received government approval to release Oxyglobin, a revolutionary new "blood substitute" designed to replace the need for donated animal blood in the veterinary market. A virtually identical product for the human market, Hemopure, is in the final stages of testing by Biopure and is expected to gain approval within one to two years. In response to the timing of approval for these two products, there has been a long-running debate within Biopure as how to proceed with Oxyglobin. At odds are those in charge of Oxyglobin, who want to see the animal product released immediately, and those in charge of the Hemopure, who worry that an immediate release of Oxyglobin would create an unrealistically low price expectation for what they feel should be a very high-margin human product. Exacerbating the problem is the nature of the biopharmaceutical industry,
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where product approval is never a certainty until achieved. Geographic Setting: United States Industry Setting: Biotechnology & pharmaceutical industries Number of Employees: 150 Subjects: Biotechnology; Market segmentation; Marketing strategy; New product marketing; Pricing strategy; Product lines Length: 18p Supplementary Materials: Teaching Note, (599094), 19p, by John T. Gourville BESTSELLER 504096 Title: The Birth of the Swatch Author(s): Moon, Youngme Publication Date: 06/08/2004 Revision Date: 11/22/2004 Product Type: Case (Library) Abstract: In 1993, the Swatch is the best-selling watch in history. Traces the history of the watch industry up to the early 1980s, when the Swatch was introduced. Describes the various elements that made the Swatch different from any watch the industry had ever seen. Also includes a discussion of SMH, which controls Swatch, exploring how the company has managed the Swatch brand in the context of its brand portfolio (nine global watch brands in total.) Geographic Setting: Switzerland Industry Setting: Watch industry Gross Revenues: SFr 2.9 billion revenues Subjects: Brand management; Communication strategy; Consumer goods; Consumer marketing; Market positioning; Marketing strategy; Product development; Switzerland Length: 15p Supplementary Materials: Teaching Note, (505010), 18p, by Youngme Moon Year New: 2004 506S10 Title: The Birth of the Swatch, Spanish Version Author(s): Moon, Youngme Publication Date: 06/08/2004 Revision Date: 11/22/2004 Product Type: LACC Case Abstract: In 1993, the Swatch is the best-selling watch in history. Traces the history of the watch industry up to the early 1980s, when the Swatch was introduced. Describes the various elements that made the Swatch different from any watch the industry had ever seen. Also includes a discussion of SMH, which controls Swatch, exploring how the company has managed the Swatch brand in the context of its brand portfolio (nine global watch brands in
Marketing
total.) Geographic Setting: Switzerland Industry Setting: Watch industry Gross Revenues: SFr 2.9 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 18p 501024 Title: BizRate.com Author(s): Moon, Youngme Publication Date: 10/10/2000 Revision Date: 03/12/2001 Product Type: Color Case Abstract: BizRate is a market research firm that collects point-of-purchase customer feedback data from retailing merchants. It then makes its findings available to consumers in the form of "BizRate star ratings," which are displayed on its website. To date, its primary revenue source has come directly from this market research (the company sells detailed customer feedback analysis reports to vendors). In October 1999 (Red October), BizRate introduced a number of e-commerce initiatives, which were so successful that the company's e-commerce revenues are now on the verge of eclipsing revenues from BizRate's research division. This has led to a debate over whether or not BizRate should dump the research side of its business altogether (i.e., continue to collect point-of-sale and follow-up data, but stop producing research reports for vendors) in order to focus on becoming an e-commerce referral site. Includes color exhibits. Geographic Setting: California Industry Setting: Internet & online services industries Number of Employees: 200 Gross Revenues: $10 million revenues Subjects: Direct marketing; Electronic commerce; Market research Length: 22p Supplementary Materials: Teaching Note, (501026), 14p, by Youngme Moon 595057 Title: The Black & Decker Corp. (A): Power Tools Division Author(s): Dolan, Robert J. Publication Date: 03/30/1995 Revision Date: 03/30/2001 Product Type: Case (Field) Abstract: Presents Black & Decker's performance against a Japanese competitor and others in the power tools market. Black & Decker is anxious to regain its market share leadership in particular segments of the market. Geographic Setting: United States Industry Setting: Hand tools & power tools Company Size: Fortune 500 Gross Revenues: $4 billion revenues Subjects: Brands; Competition; International marketing; Marketing strategy; Product introduction; Tools Length: 13p Supplementary Materials: Supplement (Field), (595060), 6p, by Robert J. Dolan; Supplement (Field), (595061), 2p, by Robert J. Dolan; Supplement (Field), (595062), 3p, by Robert J. Dolan; Teaching Note, (598106), 22p, by Robert J. Dolan BESTSELLER 595060 Title: The Black & Decker Corp. (B): "Operation Sudden Impact" Author(s): Dolan, Robert J. Publication Date: 03/30/1995 Revision Date: 06/20/1995 Product Type: Supplement (Field) Abstract: Describes Black & Decker's strategy for the tradesmen market. Must be used with: (595057) The Black & Decker Corp. (A): Power Tools Division. Geographic Setting: United States Industry Setting: Hand tools & power tools Gross Revenues: $4 billion revenues Subjects: Brands; Competition; International marketing; Marketing strategy; Product introduction; Tools Length: 6p Supplementary Materials: Case Video, (596511), 25 min, by Black & Decker; Teaching Note, (598106), 22p, by Robert J. Dolan 596511 Title: The Black & Decker Corp. (B): "Operation Sudden Impact" (DeWalt Introduction), Video Author(s): Black & Decker Publication Date: 03/06/1996 Product Type: Case Video Abstract: Designed for use with Black & Decker Corp. (B): "Operation Sudden Impact." Must be used with: (595060) The Black & Decker Corp. (B): "Operation Sudden Impact". Industry Setting: Tool Subjects: Brands; Competition; International marketing; Marketing strategy; Product introduction; Tools Length: 25 min List Price: $150.00 Supplementary Materials: Teaching Note, (598106), 22p, by Robert J. Dolan 9-507-S18 Title: Black & Decker Corp. (C): "Operation Sudden Impact" Results-1992-94, Spanish Version Author(s): Dolan, Robert J. Publication Date: 03/30/1995 Product Type: LACC Supplement Abstract: Describes the initial results of Black & Decker's strategy in the United
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States. Industry Setting: Tool Subjects: NO SUBJECTS(KEYWORDS) Length: 3p
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595061 Title: The Black & Decker Corp. (C): "Operation Sudden Impact" Results-1992-94 Author(s): Dolan, Robert J. Publication Date: 03/30/1995 Product Type: Supplement (Field) Abstract: Describes the initial results of Black & Decker's strategy in the United States. Must be used with: (595057) The Black & Decker Corp. (A): Power Tools Division. Industry Setting: Tool Subjects: Brands; Competition; International marketing; Marketing strategy; Product introduction; Tools Length: 2p Supplementary Materials: Teaching Note, (598106), 22p, by Robert J. Dolan 595062 Title: The Black & Decker Corp. (D): DeWalt Opportunities in Europe and Japan Author(s): Dolan, Robert J. Publication Date: 03/30/1995 Product Type: Supplement (Field) Abstract: Describes Black & Decker's challenges in international markets, particularly in Europe and Japan. Must be used with: (595057) The Black & Decker Corp. (A): Power Tools Division. Industry Setting: Tool Subjects: Brands; Competition; International marketing; Marketing strategy; Product introduction; Tools Length: 3p Supplementary Materials: Teaching Note, (598106), 22p, by Robert J. Dolan 587056 Title: Black & Decker Corp.: Household Products Group (A) Author(s): Quelch, John A.; Bates, Cynthia A. Publication Date: 08/12/1986 Revision Date: 03/01/1987 Product Type: Case (Field) Abstract: In April 1984, Black & Decker acquired the housewares division of General Electric. The new vice president of marketing is reviewing the roles and 1985 budgets for advertising, sales promotion, and merchandising in support of the brand transition from GE to Black & Decker. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $500 million revenues Subjects: Acquisitions; Appliances;
Marketing
Brands; Consumer marketing; Merchandising; Sales promotions Length: 28p Supplementary Materials: Teaching Note, (587155), 18p, by John A. Quelch 587057 Title: Black & Decker Corp.: Household Products Group (A1) Author(s): Quelch, John A.; Bates, Cynthia A. Publication Date: 08/12/1986 Product Type: Case (Field) Abstract: A shortened version of the (A) case with details of Black & Decker's sales promotion programs abbreviated. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $500 million revenues Subjects: Acquisitions; Appliances; Brands; Consumer marketing; Merchandising; Sales promotions Length: 25p Supplementary Materials: Teaching Note, (587155), 18p, by John A. Quelch 502S12 Title: Black & Decker Corp.: Household Products Group, Brand Transition, Spanish Version Author(s): Quelch, John A.; Drumwright, Minette E.; Bates, Cynthia A. Publication Date: 08/08/2002 Product Type: LACC Case Abstract: This rewritten version differs from Black & Decker Corp.: Household Products Group (A1) in two ways: 1) It has an explicit decision focus. Homa must decide on a program to transfer the Black & Decker name to GE small appliances; and 2) The detailed information concerning advertising, promotion programs, purchase allowances, volume rebates, dating discounts, cooperative advertising, and consumer rebates has been condensed. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $500 million revenues Subjects: Acquisitions; Appliances; Brands; Consumer marketing; Merchandising; Sales promotions Length: 15p Year New: 2008 588015 Title: Black & Decker Corp.: Household Products Group, Brand Transition Author(s): Quelch, John A.; Drumwright, Minette E.; Bates, Cynthia A. Publication Date: 10/02/1987 Revision Date: 10/06/1992 Product Type: Case (Field) Abstract: This rewritten version differs from Black & Decker Corp.: Household Products Group (A1) in two ways: 1) It has an explicit decision focus. Homa must decide on a program to transfer the Black & Decker name to GE small appliances; and 2) The detailed information concerning advertising, promotion programs, purchase allowances, volume rebates, dating discounts, cooperative advertising, and consumer rebates has been condensed. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $500 million revenues Subjects: Acquisitions; Appliances; Brands; Consumer marketing; Merchandising; Sales promotions Length: 14p Supplementary Materials: Teaching Note, (591068), 15p, by John A. Quelch 590099 Title: Black & Decker Corp.: Spacemaker Plus Coffeemaker (A) Author(s): Smith, N. Craig Publication Date: 04/25/1990 Revision Date: 10/22/1992 Product Type: Case (Field) Abstract: A fire is reported in a Black & Decker Spacemaker Plus Coffeemaker. This newly introduced product is a "Key Introduction" for Black & Decker's Household Product Group (HPG). HPG's president has to decide whether the product should be recalled and, if so, how the recall should be implemented. Teaching objectives include: 1) managing a product recall, 2) ethical considerations in product safety and product recalls, and 3) the meaning of customer care. May be used with: (590100) Black & Decker Corp.: Spacemaker Plus Coffeemaker (B). Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $2.5 billion assets Subjects: Appliances; Consumer marketing; Electric industries; Ethics; Marketing implementation; Product recalls; Product safety Length: 12p Supplementary Materials: Teaching Note, (593036), 16p, by John A. Quelch, N. Craig Smith 590100 Title: Black & Decker Corp.: Spacemaker Plus Coffeemaker (B) Author(s): Smith, N. Craig Publication Date: 05/01/1990 Revision Date: 10/23/1991 Product Type: Case (Field) Abstract: Describes the highly
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successful recall of the Black & Decker Spacemaker Plus Coffeemaker. Objectives include: 1) factors in product recall effectiveness and success, 2) the use of direct marketing in product recall, 3) the role of public relations in product recall, and 4) impact of product recalls on product brands. May be used with: (590099) Black & Decker Corp.: Spacemaker Plus Coffeemaker (A). Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $2.5 billion sales Subjects: Appliances; Consumer marketing; Electric industries; Ethics; Marketing implementation; Product recalls; Product safety Length: 18p Supplementary Materials: Teaching Note, (593036), 16p, by John A. Quelch, N. Craig Smith 500087 Title: Blockbuster (B) Author(s): Rangan, V. Kasturi; Reitz, Howard Firestone Publication Date: 06/30/2000 Product Type: Supplement (Library) Abstract: Supplements the (A) case. Withdrawn 11/19/01. Must be used with: (599075) Viacom's "Blockbuster" (A). Industry Setting: Entertainment industry; Retail industry Subjects: Distribution channels; Entertainment industry; Retailing; Vertical integration Length: 6p R0309Z Title: A Blogger in Their Midst (Commentary for HBR Case Study) Author(s): Suitt, Halley; Weinberger, David; Samuelson, Pamela; Ozzie, Ray; Motameni, Erin Publication Date: 09/01/2003 Product Type: Harvard Business Review Article Abstract: It was five minutes before show time, and only 15 people had wandered into the conference room to hear Lancaster-Webb CEO Will Somerset introduce the company's latest line of surgical gloves. More important, sales prospect Samuel Taylor, medical director of the Houston Clinic, had failed to show. Will walked out of the ballroom to steady his nerves and noticed a spillover crowd down the hall. He made a "What's up?" gesture to Judy Chen, Lancaster-Webb's communications chief. She came over to him. "It's Glove Girl. You know, the blogger," Judy said, as if this explained anything. "I think she may have stolen your crowd." "Who is she?" Will asked. Glove Girl was a factory worker at Lancaster-Webb, whose always outspoken, often
Marketing
informative postings on her web log had developed quite a following. Will was new to the world of blogging, but he quickly learned about its power in a briefing with his staff. After Glove Girl had raved about Lancaster-Webb's older SteriTouch disposable gloves, orders had surged. More recently, though, Glove Girl had questioned the Houston Clinic's business practices, posting damaging information at her site about its rate of cesarean deliveries--to Sam Taylor's consternation. This fictional case study considers the question of whether a highly credible, but sometimes inaccurate and often indiscreet, online diarist is more of a liability than an asset to her employer. What, if anything, should Will do about Glove Girl? May be used with: (R0309X) A Blogger in Their Midst (HBR Case Study). Subjects: HBR Case Discussions; Human resources management; Internet; Marketing strategy Length: 4p Year New: 2004 R0309A Title: A Blogger in Their Midst (HBR Case Study and Commentary) Author(s): Suitt, Halley; Weinberger, David; Samuelson, Pamela; Motameni, Erin; Ozzie, Ray Publication Date: 09/01/2003 Product Type: Harvard Business Review Article Abstract: It was five minutes before show time, and only 15 people had wandered into the conference room to hear Lancaster-Webb CEO Will Somerset introduce the company's latest line of surgical gloves. More important, sales prospect Samuel Taylor, medical director of the Houston Clinic, had failed to show. Will walked out of the ballroom to steady his nerves and noticed a spillover crowd down the hall. He made a "What's up?" gesture to Judy Chen, Lancaster-Webb's communications chief. She came over to him. "It's Glove Girl. You know, the blogger," Judy said, as if this explained anything. "I think she may have stolen your crowd." "Who is she?" Will asked. Glove Girl was a factory worker at Lancaster-Webb, whose always outspoken, often informative postings on her web log had developed quite a following. Will was new to the world of blogging, but he quickly learned about its power in a briefing with his staff. After Glove Girl had raved about Lancaster-Webb's older SteriTouch disposable gloves, orders had surged. More recently, though, Glove Girl had questioned the Houston Clinic's business practices, posting damaging information at her site about its rate of cesarean deliveries--to Sam Taylor's consternation. This fictional case study considers the question of whether a highly credible, but sometimes inaccurate and often indiscreet, online diarist is more of a liability than an asset to her employer. What, if anything, should Will do about Glove Girl? Industry Setting: Medical supplies; Software industry Subjects: HBR Case Discussions; Human resources management; Internet; Marketing strategy Length: 8p NEW R0309X Title: A Blogger in Their Midst (HBR Case Study) Author(s): Suitt, Halley Publication Date: 09/01/2003 Product Type: Harvard Business Review Article Abstract: It was five minutes before show time, and only 15 people had wandered into the conference room to hear Lancaster-Webb CEO Will Somerset introduce the company's latest line of surgical gloves. More important, sales prospect Samuel Taylor, medical director of the Houston Clinic, had failed to show. Will walked out of the ballroom to steady his nerves and noticed a spillover crowd down the hall. He made a "What's up?" gesture to Judy Chen, Lancaster-Webb's communications chief. She came over to him. "It's Glove Girl. You know, the blogger," Judy said, as if this explained anything. "I think she may have stolen your crowd." "Who is she?" Will asked. Glove Girl was a factory worker at Lancaster-Webb, whose always outspoken, often informative postings on her web log had developed quite a following. Will was new to the world of blogging, but he quickly learned about its power in a briefing with his staff. After Glove Girl had raved about Lancaster-Webb's older SteriTouch disposable gloves, orders had surged. More recently, though, Glove Girl had questioned the Houston Clinic's business practices, posting damaging information at her site about its rate of cesarean deliveries--to Sam Taylor's consternation. This fictional case study considers the question of whether a highly credible, but sometimes inaccurate and often indiscreet, online diarist is more of a liability than an asset to her employer. What, if anything, should Will do about Glove Girl? May be used with: (R0309Z) A Blogger in Their Midst (Commentary for HBR Case Study). Subjects: HBR Case Discussions; Human resources management; Internet; Marketing strategy Length: 4p
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508102 Title: Blogging at BzzAgent Author(s): Godes, David Publication Date: 04/14/2008 Revision Date: 05/15/2008 Product Type: Color Case Abstract: BzzAgent is a word-of-mouth marketing firm. The founder, Dave Balter, sees blogs as an important way to communicate BzzAgent's unique positioning: transparency. He sees the firm's blog--the BeeLog--as a way for the firm to participate in conversations with clients, employees, and "agents." However, he has been unhappy with the level of interaction the blog has been generating, and is considering shutting it down. The case provides a context for a discussion about word of mouth marketing and social media, as well as about blogs specifically. It also provides examples of other corporate blogs, and allows for students to weigh the benefits and drawbacks of this potentiallyimportant form of communication. Industry Setting: Internet & online services industries; Media; Telecommunications industry Number of Employees: 75 Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 51p Supplementary Materials: Teaching Note, (5-508-118), 17p, by David Godes Year New: 2008 BH281 Title: Blogging: A new play in your marketing game plan Author(s): Singh, Tanuja; VeronJackson, Liza; Cullinane, Joe Publication Date: 07/15/2008 Product Type: Case (Field) Publisher: Business Horizons/Indiana University Abstract: The emergence, proliferation, and ubiquity of the Internet have not only transformed businesses, but also altered the relationship between the business and the customer. Recent advances in technology have helped to migrate this relationship to an interactive level where technology contributes to brand building by creating and sustaining a long-term relationship with the customer. Media fragmentation and customer indifference to traditional marketing tools are forcing marketers to seek new opportunities so the marketing message not only captures customers' attention, but also tries to engage them with the company. This paper discusses blogs within the context of creating this new, more enduring relationship with the customer.
Marketing
Blogs are discussed within the framework of Web 2.0, the next generation of the Internet, which is comprised of user-generated content and social computing. The use of blogs by several companies as tools to better engage the customer in the creation, delivery, and dissemination of marketing messages is also demonstrated. Industry Setting: E-commerce; Retail industry; Web services Subjects: NO SUBJECTS(KEYWORDS) Length: 12p 83A025 Title: Blue Mountain Resorts Ltd.: The Night Skiing Decision Author(s): Deutscher, Terry H.; Burke, Susan Publication Date: 01/01/1983 Revision Date: 07/19/2002 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: A large Ontario ski resort faces a decision about whether to invest in facilities for night skiing. Demand is very uncertain, so the management undertakes a market research study. Day skiers at the facility are surveyed about their potential interest during the months of February and March. The resort's management is suspicious about the validity of the results of the research, but has no time to collect further data. Geographic Setting: Ontario Industry Setting: Amusement park & attraction industry; Recreation Company Size: small Subjects: Canada; Demand analysis; Market research; Recreation Length: 20p Supplementary Materials: Teaching Note, (883A25), 15p, by Terry H. Deutscher C0204B Title: A Blueprint for Constructing a Personal and Professional Network Author(s): Krattenmaker, Tom Publication Date: 04/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: Networking has a bad reputation in some circles; it conjures pictures of shameless self-promoters bent on manipulating every contact for personal gain. But that sort of networking is not only ethically questionable, it just plain doesn't work. True networking is built on a solid foundation of respect and reciprocity. In this article, networking experts give their tips for building a personal and professional network that works. Subjects: Interpersonal relations; Management communication; Networks Length: 2p List Price: $4.50 R0109K Title: Boost Your Marketing ROI with Experimental Design Author(s): Almquist, Eric; Wyner, Gordon Publication Date: 10/01/2001 Product Type: Harvard Business Review Article Abstract: Consumers are regularly blitzed with thousands of marketing messages--television commercials, telephone solicitations, supermarket circulars, and Internet banner ads. Still, a lot of these messages fail to hit their targets or elicit the desired response: the purchase of a product or service. It has been very difficult for companies to isolate what drives consumer behavior, largely because there are so many possible combinations of stimuli. In this article, consultants Eric Almquist and Gordon Wyner explain that although marketing has always been a creative endeavor, adopting a scientific approach to it may actually make it easier--and more cost effective--for companies to target the right customers. "Experimental design" techniques, which have long been applied in other fields, let people project the impact of many stimuli by testing just a few of them. By using mathematical formulas to select and test a subset of combinations of variables, marketers can model hundreds or even thousands of marketing messages accurately and efficiently--and they can adjust their messages accordingly. The authors use a fictional company, Biz Ware, to describe how companies can map out on a grid a combination of the attributes (or variables) of a marketing message and the levels (or variations) of those attributes. Marketers can test a few combinations of those attributes and levels and can apply logistic regression analysis to extrapolate the probable customer responses to all of the possible combinations. The company can then analyze the experiment's implications for its resources, revenues, and profitability. The authors also present the results of their work with Crayola, in which they used experimental design techniques to test that company's e-mail marketing campaign. May be used with: (504008) Meloche Monnex. Subjects: Consumer marketing; Marketing implementation; Marketing planning; Marketing strategy; Statistical analysis; Test markets Length: 7p 905A22 Title: Boots: Hair-Care Sales Promotion Author(s): Shandilya, Pankaj; Fisher,
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Robert J.; Bryant, Murray J. Publication Date: 08/23/2005 Revision Date: 03/20/2008 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Boots Group PLC, one of the best known and respected retail names in the United Kingdom, provided health and beauty products and advice that enhanced personal well-being. The marketing manager at Boots was planning a sales promotion strategy for a line of professional hair care products. The professional hair care line consisted primarily of shampoos, conditioners, and styling products (gels, wax, mousse, etc.) developed in collaboration with United Kingdom's top celebrity hairdressers. The marketing manager's challenge was to select one of three promotional alternatives--get three for the price of two, receive a gift with purchase, or an on-pack coupon--for the Christmas season. The alternative selected would have both immediate effects on costs and sales, but also longterm implications for the brands involved. His primary objective was to drive sales volumes and trade-up consumers from lower value brands, while retaining or building brand equity. Geographic Setting: United Kingdom Industry Setting: Merchandising Event Year Start: 2004 Event Year End: 2004 Subjects: NO SUBJECTS(KEYWORDS) Length: 13p Supplementary Materials: Teaching Note, (805A22), 6p, by Robert J. Fisher, Murray J. Bryant Year New: 2006 507S21 Title: Boston Fights Drugs (A): Designing Communications Research, Spanish Version Author(s): Rangan, V. Kasturi; Lawrence, Jennifer Publication Date: 10/30/1987 Product Type: LACC Case Abstract: Describes in detail the research mounted by five individuals with a $20,000 budget to combat drug abuse among Boston's school-going population. Using the focus group methodology they discover that most of the current anti-drug advertising is useless. They create their own storyboards but are not sure if they are truly better. Geographic Setting: Boston, MA Industry Setting: Advertising industry Subjects: NO SUBJECTS(KEYWORDS) Length: 34p Supplementary Materials: LACC Case,
Marketing
(507S21), 34p, by V. Kasturi Rangan, Jennifer Lawrence Year New: 2007 588031 Title: Boston Fights Drugs (A): Designing Communications Research Author(s): Rangan, V. Kasturi; Lawrence, Jennifer Publication Date: 10/30/1987 Revision Date: 11/14/1994 Product Type: Case (Field) Abstract: Describes in detail the research mounted by five individuals with a $20,000 budget to combat drug abuse among Boston's school-going population. Using the focus group methodology they discover that most of the current anti-drug advertising is useless. They create their own storyboards but are not sure if they are truly better. Geographic Setting: Boston, MA Industry Setting: Advertising industry Subjects: Advertising; Communication strategy; Social change; Social enterprise; Social services Length: 33p Supplementary Materials: Supplement (Field), (588032), 12p, by V. Kasturi Rangan, Jennifer Lawrence; Teaching Note, (589006), 7p, by Thomas J. Kosnik; Case Video, (593517), 5 min, by Ad Council, V. Kasturi Rangan 588032 Title: Boston Fights Drugs (B): Converting Research to Action Author(s): Rangan, V. Kasturi; Lawrence, Jennifer Publication Date: 10/30/1987 Revision Date: 03/11/1992 Product Type: Supplement (Field) Abstract: Describes the results of the advertising pre-test described in the (A) case. The group must now decide how to implement its findings for maximum impact. Must be used with: (588031) Boston Fights Drugs (A): Designing Communications Research. Industry Setting: Advertising industry Subjects: Advertising; Communication strategy; Implementation; Social change; Social enterprise; Social services Length: 12p Supplementary Materials: Teaching Note, (589006), 7p, by Thomas J. Kosnik; Case Video, (593517), 5 min, by Ad Council, V. Kasturi Rangan 593517 Title: Boston Fights Drugs, Video Author(s): Ad Council; Rangan, V. Kasturi Publication Date: 07/12/1993 Product Type: Case Video Abstract: Contains a set of four ads that were part of the focus-group research conducted by Boston Fights Drugs. Must be used with: (588031) Boston Fights Drugs (A): Designing Communications Research; (588032) Boston Fights Drugs (B): Converting Research to Action. Industry Setting: Advertising industry Subjects: Advertising; Communication strategy; Social change; Social enterprise; Social services Length: 5 min List Price: $150.00 578111 Title: Boston Globe: Advertising the Krugerrand Author(s): Cady, John F. Publication Date: 12/16/1977 Revision Date: 06/19/1978 Product Type: Case (Field) Abstract: Describes the manner in which the Boston Globe has made a decision to advertise the controversial Krugerrand Coin. Considerable public pressure against this decision has led to a reassessment of current advertising and editorial policy. Students must develop an appropriate corporate policy for advertising. Geographic Setting: New England Industry Setting: Publishing industry Gross Revenues: $100 million assets Subjects: Advertising; Corporate responsibility; Ethics; Marketing strategy; Newspapers; Public relations; South Africa Length: 18p 584036 Title: Boston Whaler, Inc.: Managing the Dealer Network Author(s): Bonoma, Thomas V.; Kane, Margaret L. Publication Date: 09/29/1983 Revision Date: 10/31/1984 Product Type: Case (Field) Abstract: Mr. Joseph Lawler, newlyappointed president of Boston Whaler, Inc. (BWI), believes that better dealer management is the key to his company's continued growth. BWI manufactured a high-price, high performance line of power and other boats for the recreational, commercial, and other markets. Its 250 dealers were served by a small force of regional managers. Most dealers were not exclusively Whaler distributors, and Whaler sales ordinarily did not account for the majority of dealer revenues. Mr. Lawler wants the dealers' "commitment" to BWI increased, whether through new dealer agreements, training, minimum stocking requirements or whatever other device will help increase the importance of the BWI relationship to the dealers. Presents a relatively complete account of distribution management problems, and
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additionally, allows a thorough key account analysis of BWI's top 50 dealers. Geographic Setting: Massachusetts Industry Setting: Boating Company Size: small Gross Revenues: $40 million sales Subjects: Distribution planning; Marketing implementation; Recreational equipment; Sales management; Sales promotions; Shipbuilding Length: 22p Supplementary Materials: Teaching Note, (585169), 15p, by Thomas V. Bonoma, Shirley M. Spence R0303C Title: Bottom-Feeding for Blockbuster Businesses Author(s): Rosenblum, David; Tomlinson, Doug; Scott, Larry Publication Date: 03/01/2003 Product Type: Harvard Business Review Article Abstract: Marketing experts tell companies to analyze their customer portfolios and weed out buyer segments that don't generate attractive returns. Loyalty experts stress the need to aim retention programs at "good" customers--profitable ones--and encourage the "bad" ones to buy from competitors. And customer relationship management software provides evermore sophisticated ways to identify and eliminate poorly performing customers. On the surface, the movement to banish unprofitable customers seems reasonable. But writing off a customer relationship simply because it is currently unprofitable is at best rash and at worst counterproductive. Executives need to ask, "How can we make money off the customers that everyone else is shunning?" Consider Paychex, a payrollprocessing company that built a nearly billion-dollar business by serving small companies. Established players had ignored these customers on the assumption that small companies couldn't afford the service. When founder Tom Golisano couldn't convince his bosses at Electronic Accounting Systems that they were missing a major opportunity, he started a company that now serves 390,000 U.S. customers, each employing around 14 people. In this article, the authors look closely at bottom-feeders--companies that assessed the needs of supposedly unattractive customers and redesigned their business models to turn a profit by fulfilling those needs. And they offer lessons that other executives can use to do the same. Subjects: Customer relations; Customer retention; Loyalty; Market segmentation;
Marketing
Marketing strategy Length: 8p NEW F0203B Title: Brand Confusion Author(s): Clancy, Kevin J.; Trout, Jack Publication Date: 03/01/2002 Product Type: Harvard Business Review Article Abstract: Consumers are finding it hard to distinguish among competing products. The fault lies partly with marketers and ad agencies, but ultimately it's the CEO's job to stop brand dilution. Subjects: Brand management; Brands; Market positioning; Marketing strategy Length: 1p 1053C Title: Brand Equity: Measuring, Analyzing, and Predicting Author(s): Srinivasan, V. Seenu Publication Date: 05/08/2006 Product Type: Faculty Seminar Video Medium: CD-ROM Publisher: Stanford University Abstract: What is brand equity? How do we understand its value and its sources? How can we predict changes in profit based on investment in brand? In this presentation, professor V. Seenu Srinivasan shares his research on measuring, analyzing, and predicting a brand's equity in a product market. professor Srinivasan's approach takes into account brand equity's three sources--brand awareness, attribute perception biases, and nonattribute preference--and reveals how much each contributes to brand equity. The method provides what-if analysis capabilities to predict the likely impacts of alternative approaches to enhancing a brand's equity. Subjects: NO SUBJECTS(KEYWORDS) Length: 41 min Year New: 2006 1053F Title: Brand Equity: Measuring, Analyzing, and Predicting (Faculty Lecture CD-ROM for Group Use) Author(s): Srinivasan, V. Seenu Publication Date: 05/08/2006 Product Type: Faculty Seminar Video Medium: CD-ROM Abstract: What is brand equity? How do we understand its value and its sources? How can we predict changes in profit based on investment in brand? In this presentation, professor V. Seenu Srinivasan shares his research on measuring, analyzing, and predicting a brand's equity in a product market. Professor Srinivasan's approach takes into account brand equity's three sources--brand awareness, attribute perception biases, and nonattribute preference--and reveals how much each contributes to brand equity. The method provides what-if analysis capabilities to predict the likely impacts of alternative approaches to enhancing a brand's equity. Subjects: NO SUBJECTS(KEYWORDS) Length: 41 min Year New: 2006 8282BC Title: Brand Icons: How to Build a Unique Brand Author(s): Moser, Mike Publication Date: 02/13/2003 Product Type: HBS Press Chapter Abstract: Identifying and clarifying your brand icons--defined as anything that is unique to your brand and that brings up an image of your brand in the customer's mind--is an important step in creating a brand roadmap. This chapter will help you determine which brand icons will work best for your brand. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand; (8279BC) Core Brand Values: How to Build a Unique Brand; (8280BC) Core Brand Message: How to Build a Unique Brand; (8281BC) Brand Personality: How to Build a Unique Brand; (8283BC) Your Brand Roadmap: How to Build a Unique Brand. Subjects: NO SUBJECTS(KEYWORDS) Length: 40p List Price: $6.95 Year New: 2007 BH003 Title: Brand Leverage Power: The Critical Role of Brand Balance Author(s): Lane, Vicki R. Publication Date: 01/15/1998 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Attempts to leverage a brand's value by brand extensions run the risk of undermining the value of the brand. This article offers an approach to assessing a brand's leverage power before deciding to extend the brand. Evidence suggests managers need to assess both consumer familiarity with, and consumer regard for, the brand. Analysis indicates that brands balanced in terms of consumer familiarity and consumer regard have higher potential for leveraging than do brands high in one of those characteristics but low in the other. A fivefold typology of brands-Coveted Icons, Tarnished Treasures,
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Developers, Troopers, and Diamonds--is offered for describing the degree of brand balance. Subjects: Brands; Consumer marketing; Marketing strategy; Product lines Length: 10p 8281BC Title: Brand Personality: How to Build a Unique Brand Author(s): Moser, Mike Publication Date: 02/13/2003 Product Type: HBS Press Chapter Abstract: A well-defined brand personality can create an immediate point of differentiation in the marketplace. This chapter will show you how to determine the personality your brand is going to use to communicate its core values and core message. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand; (8279BC) Core Brand Values: How to Build a Unique Brand; (8280BC) Core Brand Message: How to Build a Unique Brand; (8282BC) Brand Icons: How to Build a Unique Brand; (8283BC) Your Brand Roadmap: How to Build a Unique Brand. Subjects: NO SUBJECTS(KEYWORDS) Length: 26p List Price: $6.95 Year New: 2007 2289C Title: Brand Positioning Author(s): Moon, Youngme Publication Date: 01/12/2007 Product Type: Faculty Seminar Video Medium: CD-ROM Abstract: Have you positioned your brand to best engage the interest of potential customers? Professor Youngme E. Moon cites numerous examples of companies, such as JetBlue, IKEA, and Sony, whose unorthodox approaches have allowed them to steal share from all segments of the market. She presents four positioning strategies--iconic, reverse, breakaway, and stealth positioning--that such companies have used to dominate their product categories. Her insights and analyses can help you to position your product to its best advantage. Subjects: NO SUBJECTS(KEYWORDS) Length: 70 min Year New: 2007 CMR177 Title: The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge Author(s): Aaker, David A.; Joachimsthaler, Erich Publication Date: 07/01/2000
Marketing
Product Type: CMR Article Publisher: California Management Review Abstract: The classic brand manager dealt with simple brand structures in part because he or she was faced with a relatively simple environment and simple business strategies. Today the situation is far different. Brand managers now face market fragmentation, channel dynamics, global realities, and business environments that have drastically changed their task. In addition, there is pressure to leverage brand assets because of the prohibitive cost of creating new brands. This set of challenges has created a new discipline called "brand architecture." A coherent brand architecture can lead to impact, clarity, synergy, and leverage rather than market weakness, confusion, waste, and missed opportunities. Brand architecture is an organizing structure of the brand portfolio that specifies brand roles and the nature of relationships between brands. This article introduces a powerful brand architecture tool, the "brand relationship spectrum." It is intended to help brand architecture strategists employ insight and subtlety to subbrands, endorsed brands, and their alternatives. Subbrands and endorsed brands can play a key role in creating a coherent and effective brand architecture. Subjects: Brand equity; Brand management; Brands; Corporate strategy Length: 17p R00104 Title: The Brand Report Card Author(s): Keller, Kevin L. Publication Date: 01/01/2000 Product Type: Harvard Business Review Article Abstract: Most managers recognize the value in building and properly managing a brand. But few can objectively assess their brand's particular strengths and weaknesses. Most have a good sense of one or two areas in which their brand may excel or may need help. But, if pressed, many would find it difficult even to identify all the factors they should be considering. To give managers a systematic way to think about their brands, Tuck School professor Kevin Lane Keller lays out the ten characteristics that the strongest brands share. He starts with the relationship of the brand to the customer: The strongest brands excel at delivering the benefits customers truly desire, he says. They stay relevant to customers over time. Pricing truly reflects consumers' perceptions of value. Keller then moves on to consider marketing strategy and implementation: Strong brands are properly positioned. The brand stays consistent. Sub-brands relate to one another in an orderly way within a portfolio of brands. A full range of marketing tools are employed to build brand equity. Finally, he looks at management considerations: Managers of strong brands understand what the brand means to customers. The company gives the brand proper support and sustains it over the long term. And the company consistently measures sources of brand equity. By grading a brand according to how well it addresses each dimension, managers can come up with a comprehensive brand report card. By doing the same for competitors' brands, they can gain a fuller understanding of the relative strengths of their own brands in the marketplace. May be used with: (501004) Brand Report Card Exercise; (502083) Inside Intel Inside. Subjects: Brand equity; Brand management; Brands; Consumer marketing; Marketing management; Marketing mixes; Marketing strategy Length: 12p BESTSELLER 501004 Title: Brand Report Card Exercise Author(s): Lemon, Katherine N.; Bornheimer, Elizabeth; Keller, Kevin L. Publication Date: 08/15/2000 Product Type: Exercise Abstract: Designed primarily to give students the opportunity to evaluate brands by breaking down individual attributes and analyzing performance in these areas. In doing so, students will be able to isolate a brand's distinct characteristics and decide which areas are the most important for improving brand performance. May be used with: (R00104) The Brand Report Card. Subjects: Brands; Consumer marketing; Marketing management; Marketing mixes; Marketing strategy Length: 11p Supplementary Materials: Teaching Note, (501006), 5p, by Katherine N. Lemon, Elizabeth Bornheimer, Kevin L. Keller 596092 Title: Brand Valuation Methodology: A Simple Example Author(s): Silk, Alvin J. Publication Date: 01/26/1996 Product Type: Note Abstract: Provides a simple illustration of a methodology for making a financial evaluation of a brand. Subjects: Brands; Consumer marketing; Marketing strategy
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BH159 Title: Brand Value, Convictions, Flexibility, and New Zealand Wine Author(s): Beverland, Michael Publication Date: 09/15/2004 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: How can small firms compete successfully in today's complex and dynamic markets without selling out? Seemingly only highly resourced companies can develop global brands that afford some degree of protection from turbulent market forces. But Palliser Estate Wines of New Zealand is one small firm that has managed to develop a strong brand. Adhering to a core set of values, it has ensured the effective use of limited resources and built a competitive advantage through considered action. By blending four different types of marketing practices, Palliser has created a unique cultural outlook that other small business owners can adopt. Geographic Setting: New Zealand Industry Setting: Wine industry Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2005 905A24 Title: The Brand in the Hand: Mobile Marketing at Adidas Author(s): Rohm, Andrew; Sultan, Fareena; Wesley, David Publication Date: 09/26/2005 Revision Date: 11/07/2005 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The global media manager for Adidas International is responsible for developing and championing a new marketing strategy at Adidas called "brand in the hand" that is based on the convergence of cell phones and wireless Internet. Presents company background information, data on the penetration of mobile devices such as cell phones, the growth of global mobile marketing practices, and several mobile marketing communications campaigns that Adidas launched in 2004, such as a mobile news ticker for the 2004 European soccer championship. Introduces a specific campaign--Respect M.E.-featuring Missy Elliott, a popular female hip-hop artist, and discusses the company's mobile marketing strategy to support Elliott's new line of sportswear. Geographic Setting: Europe; United Kingdom; United States
Marketing
Industry Setting: Apparel & textile industries Event Year Start: 2004 Event Year End: 2004 Subjects: NO SUBJECTS(KEYWORDS) Length: 25p Supplementary Materials: Teaching Note, (805A24), 13p, by David Wesley Year New: 2006 F00604 Title: Branded by the Past Author(s): Ettenson, Richard; Klein, Jill Publication Date: 11/01/2000 Product Type: Harvard Business Review Article Abstract: In a global economy, marketing managers need to consider factors that don't apply in domestic markets. When an Israeli refuses to buy a German car, for instance, the issue isn't product quality. It's history. Subjects: Consumer behavior; International business; International marketing; Marketing management Length: 1p 504023 Title: Branding Citigroup's Consumer Business Author(s): Deshpande, Rohit; Knoop, Carin-Isabel Publication Date: 07/21/2003 Revision Date: 04/14/2005 Product Type: Case (Field) Abstract: In Spring 1998, Citicorp and Travelers merged to create a financial powerhouse that united the bank with Travelers' consumer finance and brokerage businesses, including Salomon Smith Barney and Primerica. It was the first U.S. financial services company to combine banking, insurance, and investments under one umbrella. Both entities historically had very different cultures, driving a radically different approach to branding. During completion of the merger, a team of managers was responsible for recommending to top management a new brand identity that would unite the entire organization and provide it with a strategic focus. The new brand also had to inform customers and shareholders of Citigroup's new financial capabilities and allow cross-selling without sacrificing the power of component brands. In a tense post-merger situation, decisions must be made early and decisively to prevent damaging brand equity. Geographic Setting: New York, NY Number of Employees: 255,000 Gross Revenues: $92,556 million revenues Subjects: Brand management; Brands; Corporate culture; Financial services; Global Research Group; International marketing Length: 22p NEW 4857BC Title: Branding as Cultural Activism: An Agenda for Building Iconic Brands Author(s): Holt, Douglas B. Publication Date: 09/15/2004 Product Type: HBS Press Chapter Abstract: To systematically build iconic brands, companies must reinvent their marketing function. They must assemble cultural knowledge, rather than knowledge about individual consumers. They must strategize according to cultural branding principles, and they must hire and train cultural activists, rather than stewards of brand essence. Subjects: NO SUBJECTS(KEYWORDS) Length: 16p List Price: $6.95 Year New: 2007 2602BC Title: Branding: Differentiation that Customers Value Publication Date: 11/21/2005 Product Type: HBS Press Chapter Abstract: Selling a product or service is easy when it operates as it should, is easy to buy and operate, and is backed by customer service--and many products may fall into this category. But branding is what relates your logo and name to perpetual high quality in the mind of a customer and keeps him coming back to you for a second purchase. In this chapter, the authors introduce basic branding strategy as well as warn of over-differentiation, which may make the advertising staff happier with a novel product to sell but may leave the customer unsatisfied, resulting in a loss of customer equity. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy; (2564BC) Creating a Marketing Plan: An Overview; (2572BC) Competitive Analysis: Understand Your Opponents; (2580BC) Market Customization: Market Segmentation, Targeting, and Positioning; (2599BC) Developing New Products and Services: The Marketer's Role; (2610BC) The Right Customers: Acquisition, Retention, and Development; (2629BC) Pricing It Right: Strategies, Applications, and Pitfalls; (2637BC) Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation; (2645BC) Interactive Marketing: New Channel, New Challenge; (2653BC) Marketing Across Borders: It's a Big, Big World. Subjects: NO SUBJECTS(KEYWORDS)
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503045 Title: Brands and Branding Author(s): Holt, Douglas B. Publication Date: 11/15/2002 Revision Date: 03/11/2003 Product Type: Note Abstract: Develops a cultural framework for thinking about what a brand is and how firms shape their brands through their marketing activities. Four dimensions of the brand are described: economic, social, psychological, and symbolic. Subjects: Brand management; Brands; Consumer behavior; Marketing strategy; Product positioning Length: 12p NEW 503S80 Title: Brands and Branding, Spanish Version Author(s): Holt, Douglas B. Publication Date: 11/15/2002 Product Type: LACC Note Abstract: Develops a cultural framework for thinking about what a brand is and how firms shape their brands through their marketing activities. Four dimensions of the brand are described: economic, social, psychological, and symbolic. Subjects: Brand management; Brands; Consumer behavior; Marketing strategy; Product positioning Length: 13p NEW 96109 Title: Brands vs. Private Labels: Fighting to Win Author(s): Quelch, John A.; Harding, David Publication Date: 01/01/1996 Product Type: Harvard Business Review Article Abstract: How real is the private-label threat to branded products? What should national-brand manufacturers do about it? On the one hand, manufacturers have reason to be concerned. There are more private labels on the market than ever before; collectively, unit share of storebrand goods place first, second, or third in 177 of 250 supermarket product categories in the United States. But many manufacturers have not fully recognized two important points in considering this threat. First, privatelabel market share generally goes up when the economy is suffering and down in stronger economic periods. Second, manufacturers of brand-name products can have significant influence on the
Marketing
seriousness of the challenge posed by private-label goods. It is difficult for managers to look at a competitive threat objectively and in a long-term context when day-to-day performance is suffering. But the authors strongly advocate keeping the private-label challenge in perspective. Industry Setting: Retail industry Subjects: Brands; Marketing management; Marketing strategy; Product planning & policy; Retailing Length: 11p BESTSELLER DMI018 Title: Braun: The Syncro Shaver (B) Author(s): Freeze, Karen J. Publication Date: 03/24/2006 Product Type: Case (Field) Publisher: Design Management Institute Abstract: Two years later, Braun has a revolutionary new shaving system and is struggling over how to communicate its benefits to the market. Its novel feature, an automatic cleaning center, is not quite yet debugged, which adds to the concerns of those who believe that the new shaver, outstanding in itself, should be launched solo, leaving the cleaning center as an attractive accessory. Others believe that Braun needs to offer more than "just" a new shaver at a time of declining market share. How they launch and market this new product around the world may determine the fate of the Braun brand into the 21st century. For a company whose new "brand promise" is "Designed to Make a Difference," a critical challenge is how to position the radically new product both to gain new, convenience-oriented consumers and to keep loyal, conservative customers who want "only a closer and more comfortable shave." Geographic Setting: Germany; Global; United States Industry Setting: Consumer electronics Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Supplementary Materials: Teaching Note, (DMI019), 5p, by Karen J. Freeze; Supplement, (DMI020), 5p, by Karen J. Freeze Year New: 2006 584006 Title: Brave New World: Note on the Data Communications Marketplace-1983 Author(s): Cady, John F.; Cespedes, Frank V. Publication Date: 07/13/1983 Product Type: Note Abstract: Provides an overview of the technology, potential markets and competitors, and certain key marketing issues associated with data communication networks as of 1983. Its intention is to indicate both the potential and the uncertainties involved in the formulation of marketing strategies for this emerging marketplace. Also provides pertinent background information and discussion questions for cases and research concerning longdistance data networks, local-area networks, data-base providers, and (more generally) companies involved in marketing information services. Industry Setting: Computer industry; Information services; Non-store retailing; Telecommunications industry Subjects: Computer industry; Information services; Marketing strategy; Non-store retailing; Technology; Telecommunications Length: 36p R0505E Title: Break Free from the Product Life Cycle Author(s): Moon, Youngme Publication Date: 05/01/2005 Product Type: Harvard Business Review Article Abstract: Most firms build their marketing strategies around the concept of the product life cycle--the idea that after introduction, products inevitably follow a course of growth, maturity, and decline. It doesn't have to be that way, says Harvard Business School marketing professor Youngme Moon. By positioning their products in unexpected ways, companies can change how customers mentally categorize them. In doing so, they can shift products lodged in the maturity phase back--and catapult new products forward--into the growth phase. The author describes three positioning strategies that marketers use to shift consumers' thinking. Reverse positioning strips away "sacred" product attributes while adding new ones (JetBlue, for example, withheld the expected first-class seating and in-flight meals on its planes while offering surprising perks like leather seats and extra legroom). Breakaway positioning associates the product with a radically different category (Swatch chose not to associate itself with fine jewelry and instead entered the fashion accessory category). And stealth positioning acclimates leery consumers to a new offering by cloaking the product's true nature (Sony positioned its less-thanperfect household robot as a quirky pet). Clayton Christensen described how new, simple technologies can upend a market. In an analogous way, these positioning strategies can exploit the vulnerability of established categories to
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new positioning. A company can use these techniques to go on the offensive and transform a category by demolishing its traditional boundaries. Companies that disrupt a category through positioning create a lucrative place to ply their wares--and can leave category incumbents scrambling. Subjects: Marketing strategy; Product life cycle; Product positioning Length: 8p Year New: 2005 592097 Title: Breaking with the Past?: Four Examples of Product Change Author(s): Dhebar, Anirudh Publication Date: 05/11/1992 Revision Date: 07/05/1994 Product Type: Case (Library) Abstract: Describes four examples of product change where the new version of the product makes a "break with the past" in some important respect. The four examples are those of the IBM PS/2 family of personal computers, Lotus 1-23 spreadsheet software, Nikon's line of SLR camera bodies and lenses and Rolm's telephone switching system. Illustrates different ways in which a product may break with the past, and is useful for discussing the reasons for making a break and the implementation of the break in the context of a product line. Industry Setting: Office furniture & equipment; Consumer electronics Subjects: High technology products; Product lines; Product management; Technological change Length: 5p Supplementary Materials: Teaching Note, (593121), 13p, by Anirudh Dhebar 87613 Title: A Breeze in the Face Author(s): Schuster, Thomas F. Publication Date: 11/01/1987 Product Type: Harvard Business Review Article Abstract: Large U.S. consumer goods manufacturers and retailers have seen profits decline disastrously when they have overpromoted lines to stimulate short-term volume. A simple application of economic theory shows that overpromotion costs too much whatever extra volume is generated will be eaten up by increased competition, overhead costs, and customers who learn to wait for a sale rather than to buy at full price. Industry Setting: Retail industry Subjects: Consumer behavior; Marketing management; Marketing strategy; Pricing; Retailing; Sales promotions
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Length: 5p 999008 Title: Bridge the Gap Between Strategy and Tactics with the Magic Matrix Author(s): Shapiro, Benson P. Publication Date: 11/05/2003 Product Type: Note Abstract: Describes the Magic Matrix, which is both a chart and a process that enables executives to manage their product/service lines, and market segments and accounts simultaneously. The Magic Matrix has proven to be a powerful planning and analysis tool for such processes as sales forecasting, profitability analysis, and resource allocation. Explains, in detail, various forms of the Magic Matrix and how they can be used in a wide variety of management processes. Subjects: Business plans; Market segmentation; Market selection; Marketing information systems; Marketing management; Marketing planning; Marketing strategy; Planning systems; Profitability analysis; Resource allocation Length: 24p NEW 583072 Title: Brief Note on Pricing in the Electrical Equipment Industry Author(s): Jackson, Barbara B. Publication Date: 11/16/1982 Product Type: Note Abstract: Presents a brief summary of some of Sultan's account of pricing history in the electrical equipment industry. Industry Setting: Electric power; Machinery industry Subjects: Electric industries; Industrial markets; Legal aspects of business; Machinery; Pricing Length: 3p 905404 Title: Bright Dairy & Food Co., Ltd. Author(s): Bell, David E.; Hogan, Hal Publication Date: 10/29/2004 Revision Date: 03/25/2005 Product Type: Case (Field) Abstract: Bright Dairy has been growing rapidly since becoming a public company. The Chinese market for milk products is still wide open. What should it be doing to make sure it captures a significant share of the potential market? Geographic Setting: China Industry Setting: Agriculture industry Number of Employees: 15,000 Gross Revenues: $750 million revenues Event Year Start: 2004 Event Year End: 2004 Subjects: Agribusiness; Agriculture; China; Distribution; Growth strategy Length: 20p Supplementary Materials: Teaching Note, (505066), 3p, by David E. Bell Year New: 2004 582090 Title: Brim (B) Author(s): Yip, George S.; Williams, Jeffrey R. Publication Date: 02/10/1982 Revision Date: 06/26/1985 Product Type: Case (Field) Abstract: Set in 1981, this case, which is to be handed out during class on Day Two of a two-day series, reveals that Brim underwent a successful relaunch, but that the threat from High Point is greater. Again the class has to develop a strategic plan. The Supplement describes legal developments since the mid-1978 setting of the series and up to 1982. It is to set straight the legal record of the case sponsor, General Foods Corp. May be used with: (582088) U.S. Retail Coffee Market (B); (582087) U.S. Retail Coffee Market (A); (582089) Brim (A). Geographic Setting: United States Industry Setting: Coffee Gross Revenues: $5 billion revenues Subjects: Beverages; Competition; Demographics; Forecasting; Market segmentation; Market structure; Product portfolio management Length: 6p Supplementary Materials: Supplement (Field), (583001), 1p, by George S. Yip, Jeffrey R. Williams; Teaching Note, (585108), 41p, by Robert J. Dolan R0411D Title: Bringing Customers into the Boardroom Author(s): Court, David; Quelch, John A.; Crawford, Blair; McGovern, Gail Publication Date: 11/01/2004 Product Type: Harvard Business Review Article Abstract: Misguided marketing strategies have destroyed more shareholder value than shoddy accounting or shady fiscal practices. Yet, marketing functions typically reside deep in the organization, far from the executive suite and boardroom, and they are often poorly aligned with corporate strategy. Boards of directors, it would seem, have compelling reasons to monitor their companies' marketing activities. The authors argue that boards lack a clear understanding of how their companies are meeting customer needs and how their marketing strategies drive (or often fail to drive) top-line growth. To help remedy that problem, they've devised a "marketing dashboard," a series of management reports that could
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give the board this critical knowledge. The dashboard has three parts, each of which the board should review regularly. The first part tracks the company's main business drivers--those business conditions that, when manipulated or otherwise changed, will directly and predictably affect the company's performance. The second part describes the specific innovations in a pipeline of growth ideas that will allow the company to reach its short- and long-term revenue goals. And the third part provides an overview of the company's marketing skill set so the board can determine not only if the company has enough marketing talent, but also if it has the right marketing talent. Unlike isolated measures of marketing performance that are often insufficient, irrelevant, or misleading, the dashboard allows the board to assess quickly and routinely the effectiveness of its company's marketing strategies. Armed with a clear understanding of marketing's role and performance, the board can expose inadequate marketing campaigns, direct management to address the problem, and monitor progress. May be used with: (R0409D) How Global Brands Compete; (83308) The Globalization of Markets; (507701) Measuring Marketing Performance. Subjects: Board of directors; Corporate strategy; Customer relations; Growth strategy; Marketing planning; Marketing strategy Length: 10p Year New: 2004 R0105B Title: Bringing a Dying Brand Back to Life Author(s): Jackson, Mannie Publication Date: 05/01/2001 Product Type: Harvard Business Review Article Abstract: In 1992, the Harlem Globetrotters were headed toward extinction, but Honeywell executive and former Globetrotter Mannie Jackson believed the brand still had value after 75 years in the public eye. He bought the organization in order to translate this widespread brand recognition into financial results. Jackson describes how he took over the Globetrotters in August 1993, intending to fold the team and replace it with an organization that would sell Globetrotters merchandise. But those plans changed when he met with the team for the first time and looked into the eyes of some of the great ones from the Globetrotters' past. Instead of shutting things down for good, Jackson started preaching to the squad about building a competitive team, about the team being well known for its
Marketing
contributions to charities, about the players working more with kids, and about rebuilding the quality of the organization. The players believed--and slowly but surely, audiences and arena managers did, too. By focusing on providing quality basketball, forging good business relationships, and insisting on accountability in the business, Jackson helped the Globetrotters dramatically increase revenue, profit, and attendance. Industry Setting: Entertainment industry Subjects: Brand equity; Brand management; Brands; Entertainment industry; Management of change; Marketing strategy; Organizational change; Sports Length: 7p 503057 Title: Brioni Author(s): Bell, David E. Publication Date: 02/11/2003 Revision Date: 04/15/2003 Product Type: Color Case Abstract: Should Brioni, an internationally known, exclusive men's suit manufacturer and retailer extend its line to include women's apparel? The opportunity is to enter a much larger and profitable market. The dangers are: 1) compromising the existing image, and 2) failing to recognize the quite different organizational demands of the women's fashion business. Includes color exhibits. Geographic Setting: Italy Industry Setting: Apparel industry Gross Revenues: $150 million revenues Subjects: Brand equity; Brand management; Clothing; Italy; Market positioning; Marketing strategy; Retailing Length: 24p Supplementary Materials: Teaching Note, (503089), 8p, by David E. Bell NEW 500024 Title: The Brita Products Co. Author(s): Deighton, John Publication Date: 08/30/1999 Revision Date: 01/15/2002 Product Type: Case (Field) Abstract: Clorox's Brita skillfully exploits a tide of water safety concerns, growing a home water (filtration) business from inception to a 15% U.S. household penetration in ten years. The dilemma in the case arises as the period of increasing returns seems to be drawing to a close, and management must use its legacy, an installed based and a strong brand equity, to take the business forward into a less friendly environment. Students can model the relation between the primary demand for pitchers and the derived demand for filters to decide where they want to put future investments. Geographic Setting: United States Industry Setting: Consumer products Gross Revenues: $200 million revenues Subjects: Household products; Marketing management; New product marketing; Product life cycle; Test markets Length: 18p Supplementary Materials: Teaching Note, (501067), 12p, by John Deighton BESTSELLER 503S63 Title: The Brita Products Co., Spanish Version Author(s): Deighton, John Publication Date: 08/30/1999 Revision Date: 01/15/2002 Product Type: LACC Case Abstract: In a race for installed base, with increasing returns to scale and a delicate acquisition versus retention balance, Clorox's Brita skillfully exploits a tide of water safety concerns, growing a home water filtration business from inception to a 15% U.S. household penetration in ten years. The decision in the case arises as the period of increasing returns seems to be drawing to a close, and management must use its legacy, an installed base and a strong brand equity, to take the business forward into a less friendly environment. Students can model the relation between the primary demand for pitchers and the derived demand for filters to decide where they want to put future investments. Geographic Setting: United States Industry Setting: Consumer products Gross Revenues: $200 million revenues Subjects: Household products; Marketing management; New product marketing; Product life cycle; Test markets Length: 19p 504S10 Title: British Airways, Spanish Version Author(s): Quelch, John A. Publication Date: 07/17/1984 Revision Date: 04/16/1997 Product Type: LACC Case Abstract: British Airways (BA) has recently introduced a global advertising campaign. The development of the campaign and its implementation are discussed. BA and advertising agency executives must renew the campaign and resolve issues pertaining to its future direction. Geographic Setting: United States Industry Setting: Airline industry
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Gross Revenues: $2.5 billion assets Subjects: Advertising; Advertising campaigns; Airlines; Consumer marketing; International business Length: 28p
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585014 Title: British Airways Author(s): Quelch, John A. Publication Date: 07/17/1984 Revision Date: 04/16/1997 Product Type: Case (Field) Abstract: British Airways (BA) has recently introduced a global advertising campaign. The development of the campaign and its implementation are discussed. BA and advertising agency executives must renew the campaign and resolve issues pertaining to its future direction. Geographic Setting: United States Industry Setting: Airline industry Gross Revenues: $2.5 billion assets Subjects: Advertising; Advertising campaigns; Airlines; Consumer marketing; International business Length: 27p Supplementary Materials: Teaching Note, (587016), 16p, by John A. Quelch; Case Video, (886518), 10 min, by John A. Quelch 886518 Title: British Airways, Jim Harris Interview, Video Author(s): Quelch, John A. Publication Date: 11/14/1985 Product Type: Case Video Abstract: Presents a videotaped interview with the director of marketing of British Airways. Must be used with: (585014) British Airways. Subjects: Advertising campaigns; Airlines; Consumer marketing; International business Length: 10 min List Price: $150.00 589089 Title: British Airways: "Go for It, America!" Promotion (A) Author(s): Greyser, Stephen A.; Teopaco, John L. Publication Date: 01/31/1989 Revision Date: 12/05/1991 Product Type: Case (Field) Abstract: Senior marketing executives of a major international airline are deciding on a strategy to address a crisis situation precipitated by a series of terrorist acts. The company is experiencing the worst downturn ever in its U.S.-U.K. travel business due to media reports and resulting consumer perceptions that Europe is under a "reign of terror." Alternative strategies range from doing nothing to staging an ambitious sales promotion. Major issues
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include: the role of sales promotion in addressing consumer perceptions of a life-and-death issue (i.e., terrorism), and the implementation and integration of advertising, sales promotion, and public relations efforts within a compressed time frame. Industry Setting: Airline industry Company Size: large Subjects: Advertising; Airlines; Management of crises; Public relations; Sales promotions Length: 23p Supplementary Materials: Supplement (Field), (592050), 2p, by Stephen A. Greyser, Wendy Schille 592050 Title: British Airways: "Go for It, America!" Promotion (B) Author(s): Greyser, Stephen A.; Schille, Wendy Publication Date: 11/05/1991 Revision Date: 10/14/1993 Product Type: Supplement (Field) Abstract: Provides details on the results of the campaign for British Airways (BA) in terms of expenditure by BA, press coverage, effect on bookings, and effect on overall market share. Must be used with: (589089) British Airways: "Go for It, America!" Promotion (A). Industry Setting: Advertising industry Subjects: Advertising; Airlines; Management of crises; Public relations; Sales promotions Length: 2p 592051 Title: British Airways: "The World's Biggest Offer" Author(s): Greyser, Stephen A.; Schille, Wendy Publication Date: 11/05/1991 Product Type: Case (Field) Abstract: In early 1991, British Airways (BA) was facing the prospect of a serious business downturn caused by the combination of war in the Persian Gulf and a deepening recession in the United States, a market that accounted for nearly 40% of BA's passenger traffic. BA manager's decided to re-run a promotion that had been very successful for them in 1986. The promotion, entitled "Go For It, America!" successfully lured back American tourist passengers who had been scared away from Europe by the threat of terrorism. The 1991 promotion, entitled "The World's Biggest Offer" attempted to lure back passengers world-wide. The campaign, which used public relations (rather than advertising) as the primary communications element, is examined, and details on both execution and results are presented. To be used with British Airways: "Go For It, America!" Promotion (A) and (B) to allow students to compare the situations facing BA in 1986 and 1991, and to assess the appropriateness of BA's recycling of the promotion. Also provides details on the state of competition among various airlines on the North Atlantic route between the United States and Great Britain. Industry Setting: Advertising industry Subjects: Advertising; Airlines; Management of crises; Public relations; Sales promotions Length: 7p 505064 Title: Brocade: Launching the Multiprotocol Router Author(s): Ofek, Elie; Hamid, Mamoon Publication Date: 03/11/2005 Revision Date: 08/16/2007 Product Type: Case (Field) Abstract: Brocade management is preparing for the launch of a new technology for data storage. The multiprotocol router improves on existing technology and has the potential to change the way firms design their data storage networks. Students must determine the target market for the router, how to leverage the OEM partners in convincing end customers to adopt it, and how to price the router. Forces students to understand the traditional segmentation of the data storage market and whether firms should concentrate on specific segments, as in the past. Also forces students to grapple with the willingness of end customers to adopt new solutions in the high-tech realm. Geographic Setting: Silicon Valley Gross Revenues: $525 million revenues Event Year Start: 2003 Event Year End: 2004 Subjects: High technology; Innovation; Market segmentation; New product marketing; Pricing; Product introduction; Technological change Length: 26p Year New: 2005 598136 Title: Bronner Slosberg Humphrey Author(s): Bell, David E.; Leavitt, Donald M. Publication Date: 03/25/1998 Revision Date: 12/09/1999 Product Type: Case (Field) Abstract: Bronner Slosberg Humphrey has succeeded by providing integrated direct marketing solutions for major service companies such as AT&T, American Express, and FedEx. A new CEO takes over from the company's founder and is wondering how to grow the company. Options include selling
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individual services (teleservices, database, web), and/or opening global offices. Geographic Setting: United States Industry Setting: Advertising industry Number of Employees: 700 Gross Revenues: $700 million revenues Subjects: Advertising; Brands; Direct marketing; Growth management; Organizational change; Service management Length: 22p Supplementary Materials: Teaching Note, (598141), 13p, by David E. Bell UV0742 Title: Brooke Correll and Clos Du Val: Adventures in Napa Valley (A) Author(s): Moore, Marian C.; Glinska, Gosia Publication Date: 03/01/2007 Product Type: Case (Field) Abstract: Brooke Correll, a former executive at MTV, Ziff-Davis Media, and WineShopper.com, joined the privatelyowned Clos Du Val Wine Company, Ltd., in Napa, California, as a director of marketing. Co-founded by an expert winemaker with ties to the famous Chateau Lafite-Rothschild, Clos Du Val had seen its glory days, with high ratings accompanied by robust sales. During the 1990s, however, sales had begun to lag. As the winery's first marketing professional, Correll has to chart a new course for the winery to revive the oncehot brand and to escape flagging sales. Geographic Setting: California Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Supplementary Materials: Supplement, (UV0743), 9p, by Marian C. Moore, Gosia Glinska; Supplement, (UV0746), 9p, by Marian C. Moore, Gosia Glinska Year New: 2008 UV0743 Title: Brooke Correll and Clos Du Val: Adventures in Napa Valley (B) Author(s): Moore, Marian C.; Glinska, Gosia Publication Date: 04/17/2007 Product Type: Supplement Abstract: An abstract is not available for this product. Must be used with: (UV0742) Brooke Correll and Clos Du Val: Adventures in Napa Valley (A). Geographic Setting: California Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Supplementary Materials: Supplement, (UV0746), 9p, by Marian C. Moore, Gosia Glinska Year New: 2008
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UV0746 Title: Brooke Correll and Clos Du Val: Adventures in Napa Valley (C) Author(s): Moore, Marian C.; Glinska, Gosia Publication Date: 11/29/2007 Product Type: Supplement Abstract: This three-part case series traces the fortunes of a California winery. In June 2001, Brooke Correll, a former executive at MTV, Ziff-Davis Media, and WineShopper.com, joined the privately owned Clos Du Val Wine Company, in Napa, California, as director of Marketing. Cofounded by an expert winemaker with ties to the famous Chateau Lafite Rothschild, Clos Du Val had seen its glory days, with high ratings accompanied by robust sales. During the 1990s, however, sales had begun to lag. As the winery's first marketing professional, Correll must chart a new course for the winery to revive the oncehot brand and reverse flagging sales. See also the A and B cases. Must be used with: (UV0742) Brooke Correll and Clos Du Val: Adventures in Napa Valley (A); (UV0743) Brooke Correll and Clos Du Val: Adventures in Napa Valley (B). Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2008 582130 Title: Brookfield Corp.'s Personal Computers (A) Author(s): Salmon, Walter J.; CannonBonventre, Kristina Publication Date: 04/14/1982 Revision Date: 07/11/1986 Product Type: Case (Field) Abstract: Should a major U.S. office equipment manufacturer enter the personal/small business computer market using off-the-shelf components? What marketing and support program(s) would be required to sell them through direct as well as reseller channels? To be used with Brookfield (B). Geographic Setting: United States Industry Setting: Personal computer industry; High technology Gross Revenues: $350 million revenues Subjects: Computer industry; Consumer marketing; Marketing implementation; Office equipment; Sales strategy Length: 25p 582131 Title: Brookfield Corp.'s Personal Computers (B) Author(s): Salmon, Walter J.; CannonBonventre, Kristina Publication Date: 04/22/1982 Revision Date: 03/23/1984 Product Type: Case (Field) Abstract: The Brookfield personal business computer (PBC) had been introduced in April, 1981. While it had met corporate sales goals, Brookfield had hoped for better sales performance. Examines industry developments, marketing implementation, and handling of the PBC by various channels. To be used with Brookfield (A). Geographic Setting: United States Industry Setting: Personal computer industry; High technology Gross Revenues: $350 million revenues Subjects: Computer industry; High technology products; Marketing implementation; Office equipment; Pricing strategy; Sales management Length: 8p UV0583 Title: Browser Wars: Microsoft Versus Netscape Author(s): Bodily, Samuel E. Publication Date: 07/13/1998 Product Type: Case (Field) Abstract: Microsoft is planning the introduction of Internet Explorer along with Windows 95. Issues include how aggressive the company should be in providing its browser with Windows 95 and restricting OEMs (originalequipment manufacturers) from putting other browsers on their computers. Should Microsoft go for initial share, concentrate on stealing over time, retain customers, or enlarge the total size of the browser market? Students use a Markov process with initial states and switching probabilities to gain insight into resolving these issues. Industry Setting: Web services Gross Revenues: $16 billion Subjects: NO SUBJECTS(KEYWORDS) Length: 7p Supplementary Materials: Teaching Note, (UV0584), 7p, by Samuel E. Bodily Year New: 2008 85608 Title: Build Customer Relationships That Last Author(s): Jackson, Barbara B. Publication Date: 11/01/1985 Product Type: Harvard Business Review Article Abstract: Marketing has long emphasized the importance of being close to the customer. A research project that explored long-term relationships between industrial customers and their suppliers led to questions about how realistic this goal is and revealed other issues regarding patterns of customer-vendor behavior. Discussed here are the concepts of relationship marketing and transaction
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marketing and how customers' purchasing behaviors call for one or the other approach. To build and maintain lasting customer ties, and to outperform competitors, marketers will profit from careful and explicit consideration of their customer relationships. Subjects: Customer relations; Industrial markets; Purchasing Length: 8p 2282 Title: Building A+ Brands (HBR Article Collection) Author(s): Lodish, Leonard M.; Mela, Carl F.; Corstjens, Marcel; Merrihue, Jeffrey; Keller, Kevin L. Publication Date: 07/01/2007 Product Type: HBR OnPoint Collection Abstract: Safeguarding your brand equity has become harder than ever. Consumers are buying more nonbranded products. Globalizing companies are having difficulty determining which offerings, in which countries, will yield the biggest profits. And many brand managers don't provide the care and feeding that leading brands require--such as making sure all marketing communications deliver a consistent message about a brand. How to protect your brands? Avoid using repeated discounting to boost sales if price-sensitive consumers are straying from your brand. Instead, beef up your advertising, new product development, and distribution strategies. Analytically determine which products, marketed in which countries, will deliver the best ROI. Then dedicate most of your marketing budget to high-ROI scenarios. Understand the 10 traits shared by the world's strongest brands--then ensure your brands get high grades on each trait. Boost your brand value, and you win customers' enduring devotion and the profits that come with it. The Harvard Business Review articles in this collection are: "If Brands Are Built over Years, Why Are They Managed over Quarters?" by Leonard M. Lodish and Carl F. Mela, "Optimal Marketing" by Marcel Corstjens and Jeffrey Merrihue, and "The Brand Report Card" by Kevin Lane Keller. Subjects: NO SUBJECTS(KEYWORDS) Length: 36p List Price: $17.95 Year New: 2007 501015 Title: Building Brand Community on the Harley-Davidson Posse Ride Author(s): Fournier, Susan; Sensiper, Sylvia; McAlexander, James; Schouten, John Publication Date: 08/23/2000
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Revision Date: 11/01/2000 Product Type: Color Case Abstract: The second Harley-Davidson Posse Ride, a grueling 2,300 mile, 10day trek from South Padre Island, Tex., to the Canadian Border is billed "for serious riders only." Harley Owner's Group (H.O.G.) Director Mike Keefe must decide whether this rolling rally deserves a place in the H.O.G. product line, and if so, what philosophy and tactics to adopt in future design. This case helps students get inside one of the world's strongest brands to consider issues of brand loyalty, close-to-thecustomer philosophy, the cultivation of brand community, and the day-to-day execution of relationship marketing programs. What benefits accrue from relationship programs such as this? Can brand community be built? How? What is the role of the marketer in this process? Is it better to develop customer intimacy or empathy when executing close-to-the-customer goals? Can management really balance apparently disparate subcultures such as the retired bikers, Yuppie Weekend Warriors, and serious outlaws within one community? Includes color exhibits. Geographic Setting: Milwaukee, WI Industry Setting: Motorcycle Subjects: Brand management; Brands; Customer service; Loyalty; Motorcycles Length: 37p Supplementary Materials: Case Video, (501801), 60 min, by Susan Fournier; Teaching Note, (501052), 20p, by Susan Fournier, Judith Maas; Case Video, DVD, (501800), 60 min, by Susan Fournier; Case Video, Streaming, (1179-5), 60 min, by Susan Fournier 505S11 Title: Building Brand Community on the Harley-Davidson Posse Ride, Spanish Version Author(s): Fournier, Susan; Sensiper, Sylvia; McAlexander, James; Schouten, John Publication Date: 08/23/2000 Revision Date: 11/01/2000 Product Type: LACC Case Abstract: Concerns the second HarleyDavidson Posse Ride, a grueling 2,300 mile, 10-day trek from South Padre Island, TX to the Canadian Border that is billed "for serious riders only." Harley Owner's Group (H.O.G.) Director Mike Keefe must decide whether this rolling rally deserves a place in the H.O.G. product line, and if so, what philosophy and tactics to adopt in future design. This case helps students get inside one of the world's strongest brands to consider issues of brand loyalty, closeto-the-customer philosophy, the cultivation of brand community, and the day-to-day execution of relationship marketing programs. What benefits accrue from relationship programs such as this? Can brand community be built? How? What is the role of the marketer in this process? Is it better to develop customer intimacy or empathy when executing close-to-the-customer goals? Can management really balance apparently disparate subcultures such as the retired bikers, Yuppie Weekend Warriors, and serious outlaws within one community? Teaching Purpose: Provides rich ethnographic data that allows students to develop an appreciation of the conceptual complexity and managerial challenge involved in cultivating brand loyalties and customer commitments through experiential relationship marketing programs. Allows students to deliberate what it means to really get close to one's customers, to develop a brand community, and to build relationships between consumers and the company, the brand, the product, and other consumers. The conduct of ethnographic inquiry, and the ability of this method to inform management decisions and goals, can be profitably explored through this case venue as well. Geographic Setting: Milwaukee, WI Industry Setting: Motorcycle Subjects: Brand management; Brands; Customer service; Loyalty; Motorcycles Length: 39p 501009 Title: Building Brand Community on the Harley-Davidson Posse Ride (Multimedia Case) Author(s): Fournier, Susan; Sensiper, Sylvia; McAlexander, James; Schouten, John Publication Date: 12/28/2000 Product Type: Multimedia Case Abstract: Concerns the second HarleyDavidson Posse Ride, a grueling 2,300 mile, 10-day trek from South Padre Island, TX to the Canadian border that is billed "for serious riders only." Harley Owner's Group (H.O.G.) Director Mike Keefe must decide whether this rolling rally deserves a place in the H.O.G. product line, and if so, what philosophy and tactics to adopt in future design. This case helps students get inside one of the world's strongest brands to consider issues of brand loyalty, closeto-the-customer philosophy, the cultivation of brand community, and the day-to-day execution of relationship marketing programs. What benefits accrue from relationship programs such as this? Can brand community be built? How? What is the role of the marketer in this process? Is it better to develop customer intimacy or empathy when
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executing close-to-the-customer goals? Can management really balance apparently disparate subcultures such as the retired bikers, Yuppie Weekend Warriors, and serious outlaws within one community? Geographic Setting: Milwaukee, WI Industry Setting: Motorcycle Subjects: Brand management; Brands; Customer service; Loyalty; Market research; Motorcycles Length: 2 hours Supplementary Materials: Teaching Note, (501052), 20p, by Susan Fournier, Judith Maas 501800 Title: Building Brand Community on the Harley-Davidson Posse Ride, Video (DVD) Author(s): Fournier, Susan Publication Date: 09/01/2000 Product Type: Case Video, DVD Abstract: Contains an ethnographic account of the 10-day, 2,300 mile Border to Border Posse Ride. Allows the viewer to experience the Posse Ride through the eyes of six informants chosen to reflect a sociodemographic cross section of participants on the ride. Must be used with: (501015) Building Brand Community on the Harley-Davidson Posse Ride. Industry Setting: Motorcycle Subjects: NO SUBJECTS(KEYWORDS) Length: 60 min Year New: 2005 501801 Title: Building Brand Community on the Harley-Davidson Posse Ride, Video Author(s): Fournier, Susan Publication Date: 09/01/2000 Revision Date: 11/14/2002 Product Type: Case Video Abstract: Contains an ethnographic account of the 10-day, 2,300 mile Border to Border Posse Ride. Allows the viewer to experience the Posse Ride through the eyes of six informants chosen to reflect a sociodemographic cross section of participants on the ride. Must be used with: (501015) Building Brand Community on the Harley-Davidson Posse Ride. Industry Setting: Motorcycle Subjects: Brand management; Brands; Customer service; Loyalty; Motorcycles Length: 60 min List Price: $150.00 U0107E Title: Building Brand: A Road Map Author(s): Sandberg, Kirsten D. Publication Date: 07/01/2001 Product Type: Harvard Management Update Article
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Abstract: In our short-attention-span culture, the value of brand has eroded. Image and awareness definitely help if you want to build a strong brand, but you might want to start the process of brand elsewhere, both inside your organization and with your customers. The ideas in this article are based on a panel discussion that took place this past May at the Burning Questions 2001 conference, a gathering of leadership practitioners and management experts, sponsored by Harvard Business School Publishing. The marketing panelists were Regis McKenna, Mary Modahl, Sharon Patrick, and Fred F. Reichheld. Subjects: Brand management; Brands; Customer relations; Loyalty; Marketing planning; Marketing strategy Length: 1p List Price: $4.50 97107 Title: Building Brands Without Mass Media Author(s): Joachimsthaler, Erich; Aaker, David A. Publication Date: 01/01/1997 Product Type: Harvard Business Review Article Abstract: Costs, market fragmentation, and new media channels that let customers bypass advertisements seem to be in league against the old ways of marketing. Relying on mass media campaigns to build strong brands may be a thing of the past. Several companies in Europe, making a virtue of necessity, have come up with alternative brand-building approaches and are blazing a trail in the post-mass-media age. In England, Nestle's Buitoni brand grew through programs that taught the English how to cook Italian food. The Body Shop garnered loyalty with its support of environmental and social causes. Cadbury funded a theme park tied to its history in the chocolate business. Haagen-Dazs opened posh ice-cream parlors and got itself featured by name on the menus of fine restaurants. Hugo Boss and Swatch backed athletic or cultural events that became associated with their brands. Geographic Setting: Europe Subjects: Advertising strategy; Brands; Europe; Marketing strategy; Strategic market planning Length: 8p BESTSELLER R0509H Title: Building Loyalty in Business Markets Author(s): Narayandas, Das Publication Date: 09/01/2005 Product Type: Harvard Business Review Article Abstract: Companies often apply consumer marketing solutions in business markets without realizing that such strategies only hamper the acquisition and retention of profitable customers. Unlike consumers, business customers inevitably need customized products, quantities, or prices. A company in a business market must, therefore, manage customers individually, showing how its products or services can help solve each buyer's problems. And it must learn to reap the enormous benefits of loyalty by developing individual relationships with customers. To achieve these ends, the firm's marketers must become aware of the different types of benefits the company offers and convey their value to the appropriate executives in the customer company. It's especially important to inform customers about what the author calls nontangible, nonfinancial benefits--above-and-beyond efforts, such as delivering supplies on holidays to keep customers' production lines going. The author has developed a simple set of devices--the benefit stack and the decision-maker stack--to help marketers communicate their firm's myriad benefits. The vendor lists the benefits it offers, then lists the customer's decision makers, specifying their concerns, motivations, and power bases. By linking the two stacks, the vendor can systematically communicate how it will meet each decision maker's needs. The author has also developed a tool called a loyalty ladder, which helps a company determine how much time and money to spend on relationships with various customers. As customers become increasingly loyal, they display behaviors in a predictable sequence, from growing the relationship and providing word-of-mouth endorsements to investing in the vendor company. The author has found that customers follow the same sequence of loyalty behaviors in all business markets. Geographic Setting: Germany Industry Setting: Elevator industry; Software industry Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2005 CMR046 Title: Building a Brand: The Saturn Story Author(s): Aaker, David A. Publication Date: 01/01/1994 Product Type: CMR Article Publisher: California Management Review Abstract: Within its first two years, Saturn created one of the strongest
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automobile brands. This article explains how and why General Motors (GM) was able to accomplish this unique feat. It involved creating a world-class product, developing a team-oriented organization outside the GM fold, selling the company not the car, creating a new retailing strategy and relationship with the customer, and implementing a consistent communication effort. Ironically, Saturn's success raises difficult strategic issues as to its future management and its role in the future of GM. Industry Setting: Automotive industry Subjects: Automobiles; Brands; Marketing organization; Marketing strategy Length: 20p BH230 Title: Building a Strong Services Brand: Lessons from Mayo Clinic Author(s): Berry, Leonard L.; Seltman, Kent D. Publication Date: 05/15/2007 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: A strong services brand is built and sustained primarily by customers' interactions with the provider. A services branding model depicts the dynamics of brand creation. From the interrelationships among the presented brand, external communications, and customers' experiences emerge brand awareness, meaning, and ultimately, equity. Illustrates the services branding model by showing how one organization has created, extended, and protected a powerful brand through an unwavering commitment to the well being of its customers. Managers outside of healthcare can benefit from three branding lessons embedded in the Mayo Clinic story: (1) attend to organizational values; (2) play defense, not just offense; and (3) turn customers into marketers. Industry Setting: Health care industry Subjects: NO SUBJECTS(KEYWORDS) Length: 11p Year New: 2007 504085 Title: BuildingBlocks International Author(s): Godes, David B. Publication Date: 04/01/2004 Revision Date: 08/26/2004 Product Type: Case (Field) Abstract: BuildingBlocks International (BBI) plans to accomplish its mission to help children in developing countries succeed in school by bringing management expertise to local organizations. Two years after founding
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BBI, however, the team hasn't figured out exactly how to make it work. In their model, a firm would support BBI in two ways: by donating money and by lending BBI a highly skilled employee for anywhere from four months to a year. This employee would live in the developing country and work with the local organization to improve its effectiveness. So far, they've not been able to convince any firm to sign on, although few have said "absolutely not." Presents the options for the selling strategy. There are three potential entry points into the organization: senior management, philanthropy, and human resources. Moreover, there are two substantial value propositions: social benefit and leadership training of the employee. Where should BBI focus its selling effort, and what should the main message be? Allows for quantification of the social benefits delivered by BBI and discussion of when and whether this would be useful in the selling process. Rich description of BBI's selling process at a single site makes it possible to draw inferences about what is really going on, why things aren't working out, and what might be changed in the sales strategy. Geographic Setting: United States; Latin America Number of Employees: 3 Gross Revenues: $100,000 revenues Event Year Start: 2003 Event Year End: 2003 Subjects: Developing countries; Entrepreneurship; Marketing management; New product marketing; Nonprofit marketing; Philanthropy; Sales management; Sales strategy; Small business; Social enterprise Length: 23p Supplementary Materials: Teaching Note, (504086), 10p, by David B. Godes 513073 Title: Bulova Watch Co., Inc. (C) Author(s): Newton, Derek A.; Morrison RJ Publication Date: 04/30/1969 Revision Date: 06/30/1975 Product Type: Case (Field) Abstract: Role of salesperson in marketing strategy. Geographic Setting: Pennsylvania Industry Setting: Watch industry Event Year Start: 1966 Event Year End: 1966 Subjects: Consumer goods; Marketing strategy; Sales management Length: 29p 504048 Title: Burberry Author(s): Moon, Youngme; Herman, Kerry; Kussmann, Erika; Penick, Emma; Wojewoda, Susan Publication Date: 10/01/2003 Revision Date: 04/05/2004 Product Type: Color Case Abstract: In 2003, Rose Marie Bravo, Burberry's CEO, is debating how to maintain the currency and cachet of the brand across its broad customer base, while entering new product categories and expanding distribution. In the past five years, the brand has become one of the hottest luxury brands in the world. But Bravo now faces a number of key decisions, including (1) which new product categories to enter, (2) how to deal with the appropriation of the brand by nontarget customers, and (3) how prominent the company's famed "check" pattern should be in its advertising and clothing. Includes color exhibits. Geographic Setting: United Kingdom Industry Setting: Fashion industry Event Year End: 2003 Subjects: Advertising; Brand management; Market positioning; Market segmentation; Marketing strategy; Process analysis Length: 20p Supplementary Materials: Teaching Note, (505007), 18p, by Youngme Moon Year New: 2004 9-507-S05 Title: Burberry, Spanish Version Author(s): Moon, Youngme; Herman, Kerry; Kussmann, Erika; Penick, Emma; Wojewoda, Susan Publication Date: 10/01/2003 Revision Date: 04/05/2004 Product Type: LACC Case Abstract: In 2003, Rose Marie Bravo, Burberry's CEO, is debating how to maintain the currency and cachet of the brand across its broad customer base, while entering new product categories and expanding distribution. In the past five years, the brand has become one of the hottest luxury brands in the world. But Bravo now faces a number of key decisions, including (1) which new product categories to enter, (2) how to deal with the appropriation of the brand by nontarget customers, and (3) how prominent the company's famed "check" pattern should be in its advertising and clothing. Includes color exhibits. Geographic Setting: United Kingdom Industry Setting: Fashion industry Event Year End: 2003 Subjects: NO SUBJECTS(KEYWORDS) Length: 20p 507017 Title: Burt's Bees: Leaving the Hive Author(s): Winig, Laura; Wathieu, Luc Publication Date: 03/02/2007 Revision Date: 03/19/2007 Product Type: Case (Field)
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Abstract: Rapid growth is pushing Burt's Bees' natural personal care products into mass distribution channels, with products and brand elements that are less quirky, more commercial than they used to be. Indeed, CEO John Replogle believes that by focusing on efficacious, natural, and unique ingredients, and also by promoting earth-friendly production processes, Burt's Bees will impose superior product expectations and win over the mainstream personal care category. Can Burt's Bees become the "Starbucks of personal care" without distancing itself too much from the people, values, and narratives that have made the brand successful thus far? Geographic Setting: United States Industry Setting: Natural resources; Retail industry Number of Employees: 400 Gross Revenues: $100 million revenues Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 27p Year New: 2007 HKU201 Title: Business Innovation: The MTR's eInstant Bonus Project Author(s): Farhoomand, Ali F.; Ho, Phoebe Publication Date: 07/26/2002 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: The "eInstant Bonus" was an interactive advertising concept designed internally by the Mass Transit Railway Corp. Ltd. (MTR) in Hong Kong. Under this scheme, special discount offers from merchants/advertisers were displayed on a 42-inch Plasma TV in the form of a 10second static slide or a 30-second TV commercial. Passengers could select items on the touch-screen monitor and a discount coupon would be issued. The discount coupon could then be redeemed for products or services purchased at the merchant's premises. For each coupon issued, a transaction fee of $1.00 would be deducted from the passenger's Octopus Card. This case illustrates the use of information technology by a large corporation for strategic alignment and value creation. Multimedia kiosks are a new phenomenon of the 1990s to provide personalized and interactive customer service on-site. Discussion is provided on the concepts and applications of kiosks for a customer service organization. The MTR eInstant Bonus project is considered a successful innovation by various measures. Also provides an understanding of innovation
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adoption and diffusion, specifically, how the attributes of the innovation relate to its rate of adoption and diffusion. Geographic Setting: Hong Kong Subjects: Asia; Electronic commerce; Information systems; Information technology; Innovation Length: 10p Supplementary Materials: Teaching Note, (HKU202), 7p, by Ali F. Farhoomand, Phoebe Ho 98601 Title: Business Marketing; Understand What Customers Value Author(s): Anderson, James C.; Narus, James A. Publication Date: 11/01/1998 Product Type: Harvard Business Review Article Abstract: In this article, authors James Anderson, professor at the Kellogg Graduate School, Northwestern University, and James Narus, associate professor at the Babcock Graduate School, Wake Forest University, illustrate several ways in which suppliers can figure out exactly what their offerings are worth by creating and using what they call customer value models. Field value assessments--the most commonly used method for building customer value models--call for suppliers to gather data about their customers firsthand whenever possible. Through these assessments, a supplier can build a value model for an individual customer or for a market segment, drawing on data gathered from several customers in that segment. Suppliers can use customer value models to create competitive advantage in several ways. First, they can capitalize on the inevitable variation in customers' requirements by providing flexible market offerings. Second, they can use value models to demonstrate how a new product or service they are offering will provide greater value. Third, they can use their knowledge of how their market offerings specifically deliver value to craft persuasive value propositions. And fourth, they can use value models to provide evidence to customers of their accomplishments. Doing business based on value delivered gives companies the means to get an equitable return for their efforts. Once suppliers truly understand value, they will be able to realize the benefits of measuring and monitoring it for their customers. May be used with: (R0207F) The Mismanagement of Customer Loyalty. Subjects: Industrial markets; Market analysis; Market research; Marketing strategy; Pricing strategy; Product positioning Length: 11p BESTSELLER 582138 Title: Busy Signals: Telecommunications in Transition Author(s): Cady, John F.; Cespedes, Frank V. Publication Date: 05/10/1982 Product Type: Note Abstract: Discusses some of the significant technological and regulatory developments within the terminal equipment, local exchange and longdistance areas of telecommunications during the 1970s. The note discusses the impact of these changes on various companies' marketing strategies and competitive positions, and suggests a framework for monitoring emerging trends within the industry during the 1980s. Industry Setting: Regulated industries; Telecommunications industry Subjects: Data processing; Marketing strategy; Regulated industries; Strategic market planning; Technology; Telecommunications Length: 16p 501032 Title: Butcher Polish Co.: Sales Strategy for a Small Manufacturer Author(s): Davis, Robert T.; Sohn DR Publication Date: 09/01/1955 Revision Date: 01/01/1981 Product Type: Case (Field) Abstract: What overall sales and advertising strategy should a small manufacturer use in order to increase his sales in ten years tenfold? Geographic Setting: United States Industry Setting: Chemical industry Event Year Start: 1955 Event Year End: 1955 Subjects: Advertising strategy; Household products; Merchandising; Sales management; Sales strategy Length: 15p 9-508-043 Title: Butler, Shine, Stern & Partners Author(s): Godes, David B. Publication Date: 12/07/2007 Revision Date: 04/14/2008 Product Type: Color Case Abstract: Selling an intangible like advertising services is a difficult task. The first step is to understand how brands buy these services. What are they looking for? What do they need to learn? How do they go about assessing things like creativity, trust, and loyalty? This set of cases puts the students into the roles of the seller (an advertising agency named Butler, Shine, Stern & Partners) and the buyer (MINI USA) and asks them to develop a sales strategy and a buying strategy for advertising
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services. Industry Setting: Automotive industry Number of Employees: 100 Gross Revenues: $100 million Event Year Start: 2005 Event Year End: 2005 Subjects: NO SUBJECTS(KEYWORDS) Length: 21p Year New: 2007 SKE114 Title: Butterflies of Costa Rica Author(s): Ickis, John Publication Date: 07/16/2008 Product Type: Case (Field) Abstract: In July 2007 Joris Brinckerhoff, founder and owner of Costa Rica Entomological Supplies (CRES), must decide whether to accept an offer from RBA, a publications firm in Barcelona, Spain, to sell mounted butterflies or "deadstock" as part of RBA's "collectibles" program for schoolchildren. Joris had always avoided the deadstock business which he considered to be low margin and unstable. The business proposed by RBA would also require additional investment and increased overhead. Nevertheless, he thought that the RBA offer might be attractive to CRES and its many suppliers in rural areas throughout the country. Currently, the oversupply of butterfly pupae was adversely affecting not only his business, but also the livelihoods of dozens of breeders, many of whom had been low-income rural families, endangering the social gains that had been made over the past years. Geographic Setting: Costa Rica Industry Setting: Agribusiness Subjects: NO SUBJECTS(KEYWORDS) Length: 20p 597071 Title: Buy Low, Sell High: Creating and Extracting Customer Value by Enhancing Organizational Performance Author(s): Shapiro, Benson P. Publication Date: 01/30/1997 Product Type: Note Abstract: Provides an integrated framework for creating customer value and managing the firm profitably. Focuses on the use of product/service line management and effective customer service to achieve customer satisfaction and high profitability. Subjects: Customer service; Marketing management; Marketing strategy; Performance effectiveness; Pricing strategy; Product lines Length: 16p BH160 Title: Buying Hardball, Playing Price
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Author(s): Yama, Elliott Publication Date: 09/15/2004 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Sales negotiations are a game that can either destroy or build value. Managing buyers' perceptions of the value a firm's products and services deliver is both a necessity for properly establishing price in a negotiation and a key to improved profitability. With the right tools, sellers can understand how to communicate value to customers and deal with their hardball tactics by negotiating the offer instead of the price. Because customers will not be easily deterred from tough negotiating, the insights provided here help sellers anticipate and counter the arguments customers construct to derail their value message. Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Year New: 2005 BH247 Title: Buzz Marketing for Movies Author(s): Mohr, Iris Publication Date: 09/15/2007 Product Type: Case (Field) Publisher: Business Horizons/Indiana University Abstract: In today's dynamic entertainment environment, movies are struggling to stay afloat and remain profitable. Challenges such as piracy, digital theft, competition, overlapping movie campaigns, media fragmentation, and audience saturation are forcing marketers to stretch their film budgets and make every dollar as effective as possible. With more and more entertainment options crowding peoples' lives, marketers must search for innovative ways to reach movie audiences. By breaking through the daily clutter and noise, and capturing peoples' attention to the point that talking about a movie becomes an enjoyable experience to share, buzz marketing is one such promotional posture that drives audiences to theaters. In order to achieve success with buzz marketing, however, marketers must recognize the role it plays in the context of movie differentiation strategies to support the company's overall approach. Analyzes buzz marketing as it pertains to six movie differentiation strategies (differentiation with cosmetic movie features, differentiation to reach market segments, growing a movie segment, positioning to support the movie image, positioning to extend the movie image, and differentiation via non-traditional channels) and offers steps for its successful implementation. Industry Setting: Movie studio Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2007 R00606 Title: The Buzz on Buzz Author(s): Dye, Renee Publication Date: 11/01/2000 Product Type: Harvard Business Review Article Abstract: Word-of-mouth promotion has become an increasingly potent force, capable of catapulting products from obscurity into runaway commercial successes. Harry Potter, collapsible scooters, the Chrysler PT Cruiser, and The Blair Witch Project are all recent examples of the considerable power of buzz. Yet many top executives and marketing managers are misinformed about the phenomenon and remain enslaved to some common myths. In her article, author Renee Dye explores the truth behind these myths. As globalization and brand proliferation continue, writes Dye, buzz may come to dominate the shaping of markets. Indeed, companies that are unable to control buzz may soon find the phenomenon controlling them. Industry Setting: Consumer products Subjects: Advertising campaigns; Advertising strategy; Consumer marketing; Marketing planning; Marketing strategy Length: 8p 7966 Title: The Buzz on Buzz (HBR OnPoint Enhanced Edition) Author(s): Dye, Renee Publication Date: 10/01/2001 Product Type: HBR OnPoint Article Abstract: Word-of-mouth promotion has become an increasingly potent force, capable of catapulting products from obscurity into runaway commercial successes. Harry Potter, collapsible scooters, the Chrysler PT Cruiser, and The Blair Witch Project are all recent examples of the considerable power of buzz. Yet many top executives and marketing managers are misinformed about the phenomenon and remain enslaved to some common myths. In her article, author Renee Dye explores the truth behind these myths. As globalization and brand proliferation continue, writes Dye, buzz may come to dominate the shaping of markets. Indeed, companies that are unable to control buzz may soon find the phenomenon controlling them. Industry Setting: Consumer products
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Subjects: Advertising campaigns; Advertising strategy; Consumer marketing; Marketing planning; Marketing strategy Length: 12p List Price: $6.50
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F0411L Title: By Any Other Name Author(s): Morse, Gardiner Publication Date: 11/01/2004 Product Type: Harvard Business Review Article Abstract: When you name your brand, trust your gut. Subjects: Brand management; Brands; Marketing strategy Length: 1p Year New: 2004 598064 Title: C-Car Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 10/23/1997 Revision Date: 04/06/1998 Product Type: Case (Field) Abstract: C-Car was the first automobile retailer in the United States to go public. Subsequently the owner, Mr. Gilliland, must decide how to invest the capital raised from the public ownership. This case describes in detail C-Car's highly profitable strategy of managing its stores. Concerns four potential acquisitions and their fit within C-Car's strategy. May be used with: (598014) Automobile Retailing in the U.S. Geographic Setting: United States Industry Setting: Automotive industry; Retail industry Gross Revenues: $320 million revenues Subjects: Automobiles; Expansion; Marketing strategy; Retailing Length: 26p Supplementary Materials: Teaching Note, (598145), 9p, by V. Kasturi Rangan, Marie Bell 554001 Title: C.H. Masland and Sons (A) Author(s): Brown, Milton P.; Leighton, D.S.R. Publication Date: 12/01/1953 Revision Date: 06/30/1975 Product Type: Case (Field) Abstract: A company must devise and implement a complete sales program. The new vice president-sales can see many advantages in direct selling to retailers, but this involves a warehouse system to service dealers. Geographic Setting: United States Industry Setting: Carpet & rug industry Company Size: mid-size Event Year Start: 1953 Event Year End: 1953
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Subjects: Distribution channels; Sales promotions; Sales strategy Length: 16p 505706 Title: CARE Commercials, Video Author(s): Quelch, John A. Publication Date: 08/01/2004 Product Type: Video Medium: Videotape Format: 1/2-inch V Abstract: Six television commercials illustrate CARE's current mission and branding strategy. Supplements the case. Must be used with: (504007) CARE USA. Subjects: NO SUBJECTS(KEYWORDS) Length: 4 min List Price: $100.00 Year New: 2004 504007 Title: CARE USA Author(s): Quelch, John A.; Laidler, Nathalie Publication Date: 07/14/2003 Product Type: Color Case Abstract: CARE USA is spearheading a rebranding process for the organization. Examines the process and components of the rebranding strategy and its impact on CARE USA's direct mail strategy. Includes color exhibits. Geographic Setting: Global Number of Employees: 12,000 Gross Revenues: $427 million revenues Event Year End: 2003 Subjects: Brands; Direct marketing; Nonprofit organizations Length: 34p Supplementary Materials: Teaching Note, (505012), 8p, by John A. Quelch; Video, (505706), 4 min, by John A. Quelch NEW 594101 Title: CDI Auto Game: Bored Motor Author(s): Shapiro, Benson P. Publication Date: 02/04/1994 Product Type: Miscellaneous Educational Material Abstract: The CDI Auto Game requires each team to select target market segments, determine product policy, and develop an advertising brochure. This manual is for one of four "companies" in the industry. Teaching Purpose: To give team members hands-on experience in target market selection, product policy, and communications policy. To be used with CDI Auto Game: Team Leader's Guide; Hoaxwagon; Myococca, Inc.; and Schmazda. Industry Setting: Automotive industry Subjects: Advertising strategy; Automobiles; Communication strategy; Customer relations; Marketing planning; Marketing strategy; Product positioning Length: 44p 594102 Title: CDI Auto Game: Hoaxwagon Author(s): Shapiro, Benson P. Publication Date: 02/04/1994 Product Type: Miscellaneous Educational Material Abstract: The CDI Auto Game requires each team to select target market segments, determine product policy, and develop an advertising brochure. This manual is for one of four "companies" in the industry. Teaching Purpose: To give team members hands-on experience in target market selection, product policy, and communications policy. To be used with CDI Auto Game: Team Leader's Guide; Bored Motor; Myococca, Inc.; and Schmazda. Industry Setting: Automotive industry Subjects: Advertising strategy; Automobiles; Communication strategy; Customer relations; Marketing planning; Marketing strategy; Product positioning Length: 41p 594103 Title: CDI Auto Game: Myococca, Inc. Author(s): Shapiro, Benson P. Publication Date: 02/04/1994 Product Type: Miscellaneous Educational Material Abstract: The CDI Auto Game requires each team to select target market segments, determine product policy, and develop an advertising brochure. This manual is for one of four "companies" in the industry. Teaching Purpose: To give team members hands-on experience in target market selection, product policy, and communications policy. To be used with CDI Auto Game: Team Leader's Guide; Bored Motor; Hoaxwagon; and Schmazda. Industry Setting: Automotive industry Subjects: Advertising strategy; Automobiles; Communication strategy; Customer relations; Marketing planning; Marketing strategy; Product positioning Length: 42p 594104 Title: CDI Auto Game: Schmazda Author(s): Shapiro, Benson P. Publication Date: 02/04/1994 Product Type: Miscellaneous Educational Material Abstract: The CDI Auto Game requires each team to select target market segments, determine product policy, and develop an advertising brochure. This manual is for one of four "companies" in the industry. Teaching Purpose: To give team members hands-on experience in
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target market selection, product policy, and communications policy. To be used with CDI Auto Game: Team Leader's Guide; Bored Motor; Hoaxwagon; and Myococca, Inc. Industry Setting: Automotive industry Subjects: Advertising strategy; Automobiles; Communication strategy; Customer relations; Marketing planning; Marketing strategy; Product positioning Length: 41p 594100 Title: CDI Auto Game: Team Leader's Guide Author(s): Shapiro, Benson P. Publication Date: 02/04/1994 Product Type: Miscellaneous Educational Material Abstract: Provides material for the team leader to use in the CDI Auto Game. The game requires each team to select target market segments, determine product policy, and develop an advertising brochure. Teaching Purpose: To give team members hands-on experience in target market selection, product policy, and communications policy. To be used with CDI Auto Game: Bored Motor; Hoaxwagon; Myococca, Inc.; and Schmazda. Industry Setting: Automotive industry Subjects: Advertising strategy; Automobiles; Communication strategy; Customer relations; Marketing planning; Marketing strategy; Product positioning Length: 50p 107709 Title: CEMEX: Rewarding Egyptian Retailers, Spreadsheet Author(s): Martinez-Jerez, F. Asis Publication Date: 05/04/2007 Product Type: Supplement (Spreadsheet) Abstract: An abstract is not available for this product. Must be used with: (106065) CEMEX: Rewarding the Egyptian Retailers. Subjects: NO SUBJECTS(KEYWORDS) Length: 0p 106065 Title: CEMEX: Rewarding the Egyptian Retailers Author(s): Martinez-Jerez, F. Asis; Bellin, Joshua; Winkler, Carole Publication Date: 03/22/2006 Revision Date: 09/24/2008 Product Type: Case (Field) Abstract: CEMEX has pursued an aggressive decommoditization strategy focused on its relationship with small Egyptian retailers. In particular, the strategic role and effectiveness of the Rewards Program, a tournament that rewarded the sales performance of the
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retailers, was called into question by Assiut Cement's management based on the results of its first two rounds. Geographic Setting: Egypt Industry Setting: Building materials industries Event Year End: 2005 Subjects: NO SUBJECTS(KEYWORDS) Length: 22p Supplementary Materials: Supplement (Spreadsheet), (107709), 0p, by F. Asis Martinez-Jerez; Teaching Note, (107079), 28p, by F. Asis Martinez-Jerez Year New: 2006 90208 Title: The CEO Hits the Road (and Other Sales Tales) Author(s): Mackay, Harvey B. Publication Date: 03/01/1990 Product Type: Harvard Business Review Article Abstract: CEOs must spend a certain amount of their time in the trenches, to learn first-hand how the business is going. Time spent on the road with the sales force is especially valuable. Executives learn whether the sales team knows its prospects and sets reasonable expectations; how much the salespeople know about the product, particularly in ways that differentiate it from the competition; whether the sellers keep abreast of changes in customers' businesses; and if the salespeople feel they have a stake in the business. Subjects: Executives; Leadership; Managerial skills; Participatory management; Sales management Length: 5p 582026 Title: CIBA-GEIGY Agricultural Division Author(s): Shapiro, Benson P.; Pigneri, Anne T.; Schoeman, Roy H. Publication Date: 09/01/1981 Revision Date: 08/01/1987 Product Type: Case (Field) Abstract: In 1979 Leo Bontempo, marketing vice president of Ciba-Geigy Agricultural Division was deciding whether to purchase an $840,000 program for TeleSession. This was a marketing service designed to accelerate the adoption of new products among large innovative growers by promotional telephone conferences with others who had used the products. Raises a variety of communications issues and introduces diffusion of innovation concepts. Geographic Setting: United States Industry Setting: Agricultural chemical industry Gross Revenues: $400 million sales Subjects: Agribusiness; Chemicals; Communication strategy; Consumer behavior; Market entry; New product marketing; Non-store retailing; Telecommunications Length: 14p Supplementary Materials: Teaching Note, (583038), 13p, by Roy H. Schoeman 584018 Title: CIBA-GEIGY Pharmaceuticals Division: Multinational Strategic Planning Author(s): Buzzell, Robert D. Publication Date: 08/16/1983 Product Type: Case (Field) Abstract: Describes the use of portfolio planning methods in a multinational pharmaceutical firm. As an illustration of the planning approach, a specific strategy proposal dealing with one of the company's product lines is outlined. Among the issues that arise are: How can meaningful strategic business units be defined when most resources are shared by all products? How should managers take into account differences in strategic position among countries? And how should strategic alternatives be evaluated in an industry where new product development is uncertain and very time-consuming? Apart from these questions related to the use of formalized planning methods, the case also raises questions about the role of headquarters and the role of local subsidiary management in a multinational, diversified corporation. Industry Setting: Pharmaceutical industry Company Size: large Gross Revenues: $6.5 billion sales Subjects: Multinational corporations; Pharmaceuticals; Product portfolio management; Research & development; Strategic planning; Subsidiaries Length: 19p Supplementary Materials: Teaching Note, (584061), 7p, by Robert D. Buzzell 589108 Title: CIBA-GEIGY Pharmaceuticals: Pharma International Author(s): Smith, N. Craig; Quelch, John A. Publication Date: 07/28/1989 Revision Date: 12/14/1990 Product Type: Case (Field) Abstract: Examines the decision by Pharma International on whether to launch an antimalarial product in Nigeria and, if so, how that should be implemented. Involves commercial, ethical, and policy considerations. Rich in situation assessment data, the case refers to criticism of pharmaceutical marketing practices in the Third World and CIBA-GEIGY's Servipharm initiative,
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one response to this problem. Geographic Setting: Switzerland; Nigeria Industry Setting: Pharmaceutical industry Number of Employees: 70,000 Subjects: Business conditions; Corporate responsibility; Developing countries; Ethics; New product marketing; Pharmaceuticals Length: 16p Supplementary Materials: Teaching Note, (595090), 10p, by John A. Quelch 506S05 Title: CIGNA Worldwide, Spanish Version Author(s): Quelch, John A.; Hibbard, Jonathan D. Publication Date: 06/15/2089 Revision Date: 07/19/1993 Product Type: LACC Case Abstract: A CIGNA Worldwide (CWW) task group of European country directors and key functional managers is meeting in November 1988 to discuss how CWW should respond to the European Community's plan to remove existing internal barriers and restrictions to the free flow of goods and services in 1992. The case is designed to allow students to formulate strategies to deal with the opportunities and threats that will face CWW because of this change in its competitive and operating environment. Geographic Setting: Europe Industry Setting: Insurance industry Subjects: NO SUBJECTS(KEYWORDS) Length: 21p 589098 Title: CIGNA Worldwide Author(s): Quelch, John A.; Hibbard, Jonathan D. Publication Date: 06/12/1989 Revision Date: 07/19/1993 Product Type: Case (Field) Abstract: A CIGNA Worldwide (CWW) task group of European country directors and key functional managers is meeting in November 1988 to discuss how CWW should respond to the European Community's plan to remove existing internal barriers and restrictions to the free flow of goods and services in 1992. The case is designed to allow students to formulate strategies to deal with the opportunities and threats that will face CWW because of this change in its competitive and operating environment. Geographic Setting: Europe Industry Setting: Insurance industry Subjects: Europe; Insurance; Strategy formulation Length: 21p Supplementary Materials: Teaching Note, (591022), 7p, by John A. Quelch;
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Teaching Note, (591080), 11p, by John A. Quelch 501012 Title: CMR Enterprises Author(s): Narayandas, Das; Caravella, Mary Neuner Publication Date: 11/13/2000 Revision Date: 04/05/2001 Product Type: Case (Field) Abstract: Sam Marcus recently purchased a small cabinet-making company, and is looking for dramatic growth. The company competes in commercial and residential construction markets; shortly after the acquisition, the company gains a large new residential customer. The case traces the changes made at the company and how the relationship with this customer begins to deteriorate. At the end of the case, Marcus must decide whether to fix or end the relationship. Geographic Setting: United States Industry Setting: Construction industry Number of Employees: 100 Gross Revenues: $10 million revenues Subjects: Customer relations; Entrepreneurial management; Industrial markets Length: 21p Supplementary Materials: Teaching Note, (502070), 14p, by Das Narayandas 591137 Title: COIN Department Stores Author(s): Salmon, Walter J.; Wylie, David Publication Date: 07/10/1991 Revision Date: 03/27/1992 Product Type: Case (Field) Abstract: COIN has just opened its new generation department store in Florence, Italy based on the concept of "shops within a shop". What must be done to improve upon the concept? Can it be applied in other stores around the country? What effect will the new merchandise positioning have on their organizations, in particular the headquarters merchandising pyramid? Geographic Setting: Italy Industry Setting: Retail industry Company Size: mid-size Gross Revenues: $400 million sales Subjects: Department stores; EC single market; International business; International marketing; Italy; Merchandising; Organization; Retailing Length: 24p Supplementary Materials: Teaching Note, (592081), 5p, by Walter J. Salmon, David Wylie 590064 Title: CPC International: The Shift from Corn Refining to Consumer Goods Author(s): Goldberg, Ray A.; Shaner, Janet Publication Date: 11/20/1989 Product Type: Case (Field) Abstract: CPC has sold off its European starch business and has become more of a food company. How does it see its future and the remaining value of its industrial corn processing industry? Geographic Setting: Global Industry Setting: Food processing industry Company Size: Fortune 500 Gross Revenues: $5 billion revenues Subjects: Agriculture; Food processing industry Length: 20p 67403 Title: CPM for New Product Introduction Author(s): Dusenbury W Publication Date: 07/01/1967 Product Type: Harvard Business Review Article Abstract: The critical path method (CPM) is a basic tool for communicating and coordinating a complex program. Used previously in technical development programs, two case studies illustrate its use in marketing planning. In its simplest form, CPM involves: listing of all jobs or activities, assigning the estimated time required to each job, arranging all jobs in a logical sequence according to which ones must be completed before the next begins, adding up the time intervals for jobs performed consecutively, and calculating the earliest and latest times at which each activity begins. Subjects: Marketing strategy; Product development; Product introduction; Product management Length: 12p R0411H Title: CRM Done Right Author(s): Ledingham, Dianne; Rigby, Darrell K. Publication Date: 11/01/2004 Product Type: Harvard Business Review Article Abstract: Disappointed by the high costs and elusive benefits, early adopters of customer relationship management systems came, in the post dot-com era, to view the technology as just another overhyped IT investment whose initial promise would never be fulfilled. But this year, something unexpected is happening. System sales are rising, and executives are reporting satisfaction with their CRM investments. What's changed? A wide range of companies are successfully taking a pragmatic, disciplined approach to CRM. Rather than use it to transform entire businesses, they've directed their
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investments toward solving clearly defined problems within their customer relationship cycle. The authors have distilled the experiences of these CRM leaders into four questions that all companies should ask themselves as they launch their own CRM initiatives: Is the problem strategic? Is the system focused on the pain point? Do we need perfect data? What's the right way to expand an initial implementation? The questions reflect a new realism about when and how to deploy CRM to its best advantage. Understanding that highly accurate and timely data are not required everywhere in their businesses, CRM leaders have tailored their realtime initiatives to those customer relationships that can be significantly enhanced by "perfect" information. After they've succeeded with their first targeted CRM project, they can use it as a springboard for solving additional problems. CRM, in other words, is coming to resemble any other valuable management tool, and the keys to successful implementation are also becoming familiar: strong executive and business unit leadership, careful strategic planning, clear performance measures, and a coordinated program that combines organizational and process changes with the application of new technology. Subjects: Customer relations; Customer retention; Customer service; Customization; Information technology; Loyalty; Market segmentation Length: 11p Year New: 2004 8355 Title: CRM Done Right (HBR OnPoint Enhanced Edition) Author(s): Ledingham, Dianne; Rigby, Darrell K. Publication Date: 11/01/2004 Product Type: HBR OnPoint Article Abstract: Disappointed by the high costs and elusive benefits, early adopters of customer relationship management systems came to view the technology as just another overhyped IT investment. But now, system sales are rising, and executives are reporting satisfaction with their CRM investments. What's changed? A wide range of companies are successfully taking a pragmatic, disciplined approach to CRM. Rather than use it to transform entire businesses, they've directed their investments toward solving clearly defined problems within their customer relationship cycle. The authors have distilled the experiences of these CRM leaders into four questions: Is the problem strategic? Is the system focused on the pain point? Do we need perfect
Marketing
data? What's the right way to expand an initial implementation? The questions reflect a new realism about when and how to deploy CRM to its best advantage. Understanding that highly accurate and timely data are not required everywhere in their businesses, CRM leaders have tailored their realtime initiatives to those customer relationships that can be significantly enhanced by "perfect" information. After they've succeeded with their first targeted CRM project, they can use it as a springboard for solving additional problems. CRM is coming to resemble any other valuable management tool, and the keys to successful implementation are also becoming familiar: strong executive and business unit leadership, careful strategic planning, clear performance measures, and a coordinated program that combines organizational and process changes with the application of new technology. Subjects: Customer relations; Customer retention; Customer service; Customization; Information technology; Loyalty; Market segmentation Length: 14p List Price: $6.50 Year New: 2004 2173 Title: CRM--the Right Way, 3rd Edition (HBR Article Collection) Author(s): Rigby, Darrell K.; Ledingham, Dianne; Reichheld, Frederick F.; Schefter, Phil; Fournier, Susan; Dobscha, Susan; Mick, David Glen; Kalyanam, Kirthi; Zweben, Monte Publication Date: 11/01/2005 Product Type: HBR OnPoint Collection Abstract: Few companies could resist the lure of customer relationship marketing (CRM) when the technology first emerged. But hardly any companies reaped CRM's promised benefits. Why? Some launched full-scale, expensive CRM implementations instead of applying the technology to solve specific customer service problems or support strategic goals. Others used CRM to barrage customers with telemarketing and direct-mail campaigns--without offering them anything in return or tailoring their communications to individual customers' changing needs. Results? Skyrocketing costs, shrinking profits, and defecting customers. Today, some organizations are applying CRM in more disciplined, focused ways, extracting impressive value from it. New technologies that track individual customers' interactions with your company and initiate responses tailored to those interactions have further boosted CRM's value. How to ensure your company gets the most from CRM? Clarify your strategy before implementing CRM. Use CRM to contact individual customers who want to hear from you--in ways that engage them with your company. Gradually extend CRM's power by applying lessons learned from small-scale initial implementations to new, well-defined opportunities. Subjects: NO SUBJECTS(KEYWORDS) Length: 74p List Price: $17.95 Year New: 2005 BH158 Title: CRM: Profiting from Understanding Customer Needs Author(s): Stringfellow, Anne; Nie, Winter; Bowen, David E. Publication Date: 09/15/2004 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Customer relationship management (CRM) requires the alignment of three building blocks: insight into customer decision making, information about customers, and information processing capability. However, its emphasis on the latter has outpaced the first two, so that CRM rarely realizes its full potential. The guidelines presented here can help managers build a full-spectrum information portfolio for CRM that, through the thoughtful integration of existing tools, information properties, and communication channels, can provide a more complete picture of customers and form the basis for longlasting and profitable relationships with them. Subjects: NO SUBJECTS(KEYWORDS) Length: 8p Year New: 2005 594027 Title: CUC International: Shoppers Advantage Author(s): Bell, David E. Publication Date: 09/15/1993 Revision Date: 05/24/1994 Product Type: Case (Field) Abstract: Shoppers Advantage was started 20 years ago as a computer shopping organization. Customers would use their computers to make purchases from a company with list of products and assorted descriptions. The company flourishes when access is encouraged via telephone and a company operator. In 1993 CUC wonders where to take the business now that computer/cable home shopping is a "hot" industry. Teaching Purpose: Allows students to consider
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the potential and likely profitability of home shopping systems. Geographic Setting: United States Industry Setting: Home shopping; Retail industry Company Size: large Number of Employees: 9,000 Gross Revenues: $600 million revenues Subjects: Consumer marketing; Retailing Length: 21p Supplementary Materials: Teaching Note, (594044), 5p, by David E. Bell
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598028 Title: CUC and HFS: Corporate Identity for a "Merger of Equals" Author(s): Greyser, Stephen A.; Crawford, Robert J. Publication Date: 12/04/1997 Revision Date: 05/08/1998 Product Type: Case (Field) Abstract: In the wake of a major $20 billion market capitalization "merger of equals," two large consumer service firms must determine a new name for the new entity. Neither CUC nor HFS is well known among consumers. The CUC Services (e.g., shopping, travel, credit card insurance, etc.) and the HFS brands (e.g., Avis, Century 21, Ramada Inns) are well known. Among the key issues are the "publics" to which the new name is important, whether the name should link to either or both merging firms, and whether the new name should suggest the lines of business the firms operate (principally consumer services). Geographic Setting: United States Industry Setting: Service industries Company Size: large Gross Revenues: $4 billion revenues Subjects: Communication strategy; Mergers; Public relations; Services Length: 12p 500008 Title: CVS: The Web Strategy Author(s): Deighton, John; Shah, Anjali Publication Date: 12/02/1999 Revision Date: 02/02/2001 Product Type: Case (Field) Abstract: How should America's second-largest pharmacy chain respond to the challenge from online drugstores? What threat does the web pose to bricks and mortar distribution of prescription drugs and the other items that make up 50% of a drugstore's sales? This case describes the purchase of Soma.com by CVS, and its integration into the corporation. A number of tactical questions remain to be answered, and then there is the larger strategic question--why do this at all? Teaching purpose: Issues in the integration of traditional retailing with online channels.
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Geographic Setting: New England Industry Setting: Drugstore industry; Retail industry Gross Revenues: $15 billion revenues Subjects: Distribution channels; Electronic commerce; Internet; Marketing management; Pharmaceuticals industry; Retailing Length: 16p Supplementary Materials: Teaching Note, (501064), 9p, by John Deighton 9-507-S17 Title: CVS: The Web Strategy, Spanish Version Author(s): Deighton, John; Shah, Anjali Publication Date: 12/02/1999 Product Type: LACC Case Abstract: How should America's second-largest pharmacy chain respond to the challenge from online drugstores? What threat does the web pose to bricks and mortar distribution of prescription drugs and the other items that make up 50% of a drugstore's sales? This case describes the purchase of Soma.com by CVS, and its integration into the corporation. A number of tactical questions remain to be answered, and then there is the larger strategic question--why do this at all? Teaching purpose: Issues in the integration of traditional retailing with online channels. Geographic Setting: New England Industry Setting: Drugstore industry; Retail industry Gross Revenues: $15 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 19p 507050 Title: The CW: Launching a Television Network Author(s): Elberse, Anita; Young, S. Mark Publication Date: 06/29/2007 Revision Date: 10/20/2008 Product Type: Case (Field) Abstract: In May 2006, Dawn Ostroff, president of entertainment of the newly formed CW Television Network, was faced with the task of choosing the final set of programs for the 2006 fall schedule, which she would present to advertisers at the annual "upfront" market in New York one week later. Only four months earlier, CBS Corp. and Time Warner Inc. had announced they would close their UPN and The WB networks, and run the CW as a joint venture. This unusual partnership, a first in the history of network television, had created a unique challenge for executives: an unprecedented number of existing shows would have to be cancelled. Ostroff and her colleagues--who had received thousands of letters, petitions, and gifts from desperate fans begging for the renewal of their favorite shows-had filled the empty slots. The final decision was the toughest: although four popular shows were still in contention--Everwood, One Tree Hill, 7th Heaven, and Veronica Mars--there was only room for three. Which show would be the last to be axed? And what would be the best time slots for the three last additions to the line-up? Allows for an indepth examination of marketing issues in launching and operating a major broadcast television network, in particular making programming and scheduling decisions and managing relationships with audiences and advertisers. Provides unique insights into the launch of a network--a rare enterprise--and the associated marketing and branding campaign. Also contains rich television ratings data that can form the basis for a discussion on product portfolio management, in particular, continuation and pruning decisions (i.e., series renewals and cancellations). Finally, can be used to facilitate an assessment of challenges and opportunities in developing sustainable businesses in a rapidly changing media environment. Geographic Setting: Global; United States Industry Setting: Media; Television Gross Revenues: >$1 Billion Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 22p Year New: 2007 583067 Title: Cable News Network Author(s): Quelch, John A. Publication Date: 01/20/1983 Revision Date: 07/30/1985 Product Type: Case (Field) Abstract: The vice president of advertising and promotion is reviewing his advertising program for 1982. In particular, he is assessing an agency proposal for a new advertising campaign for cable news network. Geographic Setting: United States Industry Setting: Cable television industry Company Size: mid-size Gross Revenues: $100 million sales Subjects: Advertising campaigns; Communications industry; Consumer marketing; Distribution channels; Marketing strategy Length: 20p Supplementary Materials: Teaching Note, (583066), 10p, by John A. Quelch
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584065 Title: Cableshop (A) Author(s): Clarke, Darrel G.; Patton C Publication Date: 11/14/1983 Revision Date: 07/30/1984 Product Type: Case (Field) Abstract: The Cableshop is an advertisement-by-request service on CATV. This case presents the marketing research pilot test performed to determine the consumer acceptance of the concept. Managerial issues revolve around determining an attractive offering for CATV operators. Geographic Setting: New England Industry Setting: Broadcasting industry Company Size: small Subjects: Advertising; Business services; Consumer marketing; Entertainment industry; Market research; New product marketing Length: 24p 584066 Title: Cableshop (B) Author(s): Clarke, Darrel G.; Patton C Publication Date: 12/07/1983 Revision Date: 07/30/1984 Product Type: Case (Field) Abstract: Involves the management issues of determining a product offering for advertisers. The questions of product design, price, and sales effort are combined with trying to make the product understandable and attractive to advertisers. Geographic Setting: New England Industry Setting: Broadcasting industry Company Size: small Subjects: Advertising; Business services; Consumer marketing; Entertainment industry; Market research; New product marketing; Pricing Length: 20p 506060 Title: Cabo San Viejo: Rewarding Loyalty Author(s): Moon, Youngme; Schulman, Seth; McGovern, Gail Publication Date: 03/10/2006 Product Type: Case (Gen Exp) Abstract: In 2005, Cabo San Viejo, a premier health and fitness spa resort located in Palm Springs, California, is debating whether to introduce a Customer Rewards Program. Describes the customer management challenges the firm is facing and outlines the various ways in which a rewards program might be structured to help address those challenges. Geographic Setting: United States Industry Setting: Fitness industry Gross Revenues: $50-100 million revenues Event Year Start: 2005 Event Year End: 2005
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Subjects: NO SUBJECTS(KEYWORDS) Length: 19p Supplementary Materials: Teaching Note, (506061), 12p, by Youngme Moon Year New: 2006 502024 Title: Cafe de Colombia Author(s): Deshpande, Rohit; de Royere, Alexandra Publication Date: 09/30/2001 Revision Date: 06/30/2004 Product Type: Case (Field) Abstract: Discusses sustaining brand equity after a highly successful commodity-product branding ad campaign. Geographic Setting: Colombia; United States Industry Setting: Coffee Number of Employees: 1,800 Subjects: Advertising campaigns; Beverages; Brand equity Length: 26p Supplementary Materials: Case Video, (502801), 3 min, by Rohit Deshpande 503S02 Title: Cafe de Colombia, Spanish Version Author(s): Deshpande, Rohit; de Royere, Alexandra Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Discusses sustaining brand equity after a highly successful commodity-product branding ad campaign. Geographic Setting: Colombia; United States Industry Setting: Coffee Number of Employees: 1,800 Subjects: Advertising campaigns; Beverages; Brand equity Length: 27p 502041 Title: Calgene, Inc. Author(s): Goldberg, Ray A.; Gourville, John T. Publication Date: 10/22/2001 Revision Date: 04/18/2002 Product Type: Case (Field) Abstract: In 1993, Calgene is on the verge of introducing the world's first genetically engineered plant product--a tomato will taste better and stay fresh longer. At the same time, it is using biotechnology to produce improved plant products for the cottonseed and the industrial and edible oil markets. As it develops and brings these products to market, however, it faces a series of marketing and public relations hurdles, including regulatory requirements consumer education activist resistance to production, and distribution logistics. How Calgene reacts to these challenges may determine whether it succeeds or fails in its quest to revolutionize the business of agriculture. A rewritten version of an earlier case. Geographic Setting: California Industry Setting: Biotechnology industry Number of Employees: 100 Subjects: Agribusiness; Biotechnology; Entrepreneurship; Innovation; Product introduction; Technology Length: 23p Supplementary Materials: Teaching Note, (504045), 13p, by John T. Gourville 576046 Title: California Prune Advisory Board (A) Author(s): Ward, Scott; Popper ET Publication Date: 09/09/1975 Revision Date: 01/08/1979 Product Type: Case (Field) Abstract: Describes the determination and evaluation of consumer attitudes towards prunes and how these attitudes impact on consumption. The student must determine what attitudes need to be changed, if they can be changed, and design a program to change them. Geographic Setting: California Industry Setting: Advertising industry; Food industry Gross Revenues: $10 million sales Event Year End: 1969 Subjects: Advertising; Consumer behavior; Food Length: 30p 501019 Title: Callaway Golf Co. Author(s): Lal, Rajiv; Prescott, Edith D. Publication Date: 08/11/2000 Revision Date: 09/26/2005 Product Type: Case (Field) Abstract: Describes a situation faced by Mr. Ely Callaway, the 80-year-old founder, chairman, and CEO of Callaway Golf Co., in the fall of 1999. After a decade of stunning success with the marketing concept, Callaway suffered a significant loss and witnessed a steep decline in sales in 1998. Mr. Callaway had built a $800 million business by making a truly more satisfying product for the average golfer, making it pleasingly different from the competition and communicating the benefits to the consumer. The results in 1998 forced Mr. Callaway to reconsider the marketing program that had successfully supported the product until now. Geographic Setting: Carlsbad, CA Industry Setting: Golf Gross Revenues: $800 million revenues
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Subjects: Consumer marketing; Distribution channels; Marketing mixes; Marketing strategy Length: 23p Supplementary Materials: Teaching Note, (501082), 13p, by Rajiv Lal, Patricia Martone Carrolo; Case Video, (502803), 10 min, by John A. Quelch; Case Video, DVD, (502804), 10 min, by John A. Quelch; Case Video, Streaming, (1-277-3), 10 min, by John A. Quelch BESTSELLER 503S06 Title: Callaway Golf Co., Spanish Version Author(s): Lal, Rajiv; Prescott, Edith D. Publication Date: 08/11/2000 Product Type: LACC Case Abstract: Describes a situation faced by Ely Callaway, the 80-year-old founder, chairman, and CEO of Callaway Golf Co., in the fall of 1999. After a decade of stunning success with the marketing concept, Callaway suffered a significant loss and witnessed a steep decline in sales in 1998. Callaway had built a $800 million business by making a truly more satisfying product for the average golfer, making it pleasingly different from the competition and communicating the benefits to the consumer. The results in 1998 forced Callaway to reconsider the marketing program that had successfully supported the product until now. Used in the First Year Marketing course. Taught in the Sustaining Value Module Geographic Setting: Carlsbad, CA Industry Setting: Golf Gross Revenues: $800 million revenues Subjects: Consumer marketing; Distribution channels; Marketing mixes; Marketing strategy Length: 24p 502803 Title: Callaway Golf Co., Video Author(s): Quelch, John A. Publication Date: 06/01/2002 Product Type: Case Video Abstract: Presents an interview with Ron Drapeau, chairman and CEO of Callaway Golf Co. Must be used with: (501019) Callaway Golf Co. Subjects: Consumer marketing; Distribution channels; Marketing mixes; Marketing strategy Length: 10 min List Price: $150.00 502804 Title: Callaway Golf Co., Video (DVD) Author(s): Quelch, John A. Publication Date: 06/01/2002 Product Type: Case Video, DVD Abstract: Presents an interview with Ron Drapeau, chairman and CEO of
Marketing
Callaway Golf Co. Must be used with: (501019) Callaway Golf Co. Subjects: NO SUBJECTS(KEYWORDS) Length: 10 min Year New: 2005 503011 Title: Calvin Klein, Inc. vs. Warnaco Group, Inc. Author(s): Fournier, Susan; Boer, Jessica Publication Date: 11/19/2002 Revision Date: 12/20/2002 Product Type: Case (Library) Abstract: On May 30, 2000, Calvin Klein, Inc. (CKI) filed suit against Warnaco Group, Inc. and Linda Wachner, its CEO, for breaching its jeanswear licensing and distribution contract and, in so doing, diluting the equity of its brand. On June 26, 2000, Warnaco countered with its own suit, denying the major allegation of trademark dilution and justifying distribution through warehouse clubs as acceptable business practice. The countersuit further claimed that CKI had, in fact, breached the license and eroded the brand through its own strategies and practices. The lawsuits were precedent setting: This was the first time a licensed manufacturer/distributor had been charged with brand equity dilution or a designer held accountable for ineffective brand advertising. It was a case that would potentially rewrite the rules of fashion licensing and distribution, and bring into the limelight the tensions faced by every brand steward attempting to balance revenue growth goals with preservation of the equity of the brand. This case presents extensive background facts. Industry Setting: Retail industry Number of Employees: 18,000 Gross Revenues: $1.6 million revenues Subjects: Advertising; Brand equity; Distribution; Legal aspects of business; Licensing; Retailing Length: 28p NEW 592035 Title: Calyx & Corolla Author(s): Salmon, Walter J.; Wylie, David Publication Date: 11/01/1991 Revision Date: 10/06/1995 Product Type: Case (Field) Abstract: Describes a new entry into the $8 billion flower industry in the United States. Combining the use of overnight air freight (Federal Express), information technology, an 800 number, and a catalog, Calyx & Corolla was changing the way flowers had traditionally been distributed, bypassing three layers of distribution, and providing very fresh flowers directly from the growers to consumers. Frames the question of how this start-up venture should grow. Geographic Setting: United States Industry Setting: Mail order; Retail industry; Floral industry Company Size: start-up Number of Employees: 30 Gross Revenues: $10 million revenues Subjects: Agribusiness; Distribution planning; Information systems; Information technology; Retailing Length: 31p Supplementary Materials: Teaching Note, (596116), 10p, by Walter J. Salmon, Judith Maas; Case Video, (592509), 3 min, by KGO TV BESTSELLER 592509 Title: Calyx & Corolla, Video Author(s): KGO TV Publication Date: 01/22/1992 Product Type: Case Video Abstract: Presents an interview with President Ruth Owades. Must be used with: (592035) Calyx & Corolla. Industry Setting: Agribusiness; Retail industry Subjects: Agribusiness; Distribution planning; Information systems; Retailing Length: 3 min List Price: $150.00 591017 Title: Campbell Soup Co. and the Federal Trade Commission Author(s): Quelch, John A.; Smith, N. Craig; Stern, Aimee L. Publication Date: 06/07/1990 Revision Date: 03/08/1991 Product Type: Case (Library) Abstract: Company executives must decide how to respond to a Federal Trade Commission complaint charging the company with deceptive advertising. Geographic Setting: United States Industry Setting: Food industry Company Size: Fortune 500 Gross Revenues: $5 billion revenues Subjects: Advertising; Food; Public policy Length: 5p Supplementary Materials: Teaching Note, (591120), 4p, by John A. Quelch, Elisa M. Palter 578200 Title: Campbell Warehouse Supermarkets Author(s): Salmon, Walter J.; Milberg AR Publication Date: 05/08/1978 Revision Date: 06/01/1978 Product Type: Case (Field) Abstract: Focuses on advertising for warehouse stores. It raises the issues of
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whether a company should advertise for its warehouse stores and, if so, the media and expense level it should choose. Industry Setting: Retail industry; Food industry Gross Revenues: $3 million sales Subjects: Advertising; Distribution; Nonstore retailing; Supermarkets Length: 25p R0810Z Title: Can Knockoffs Knock Out Your Business? (Commentary for HBR Case Study) Author(s): Nunes, Paul F.; Mulani, Narendra P; Brandazza, Giorgio; Taggart, J. Merrick "Rick"; Cummings, Candace S. Publication Date: 10/01/2008 Product Type: Harvard Business Review Article Abstract: Ruffin CEO Bill Bronson is on a mission. Counterfeits of his company's adventure gear and clothing are on the rise, and Bronson is hell-bent on stopping them. He has hired top-notch investigators to track down the criminals, invested in technology that will help distinguish his products from look-alikes, and pushed online vendors to stop selling fakes. All of that has cost a lot of money, however, and the problem seems to be getting worse. How far should Bronson take his campaign? Three experts comment on this fictional case study in R0810A and R0810Z. Giorgio Brandazza, a professor at SDA Bocconi School of Management, fought a similar battle as an executive at Calvin Klein. He advises Ruffin to mitigate the effects of copycats by building up the strength of its brand. For one thing, the company should increase its retail presence in countries where it is plagued by fakes. Single-brand stores will allow Ruffin to guarantee customers they're getting authentic goods, showcase its products in distinctive ways, and build strong relationships with consumers. J. Merrick "Rick" Taggart, president of Victorinox Swiss Army in North America, recommends zeroing in on the worst counterfeiting offenders. A resource Ruffin should take advantage of, he says, is customs and border patrol officers; if the company frequently communicates with them about ports of entry and consignee and consignor data, these officials can more easily sniff out illegal activity. The foundation for any good defense against counterfeiters, says Candace S. Cummings, general counsel of VF Corporation, is instituting tight controls over the company's supply chain and distribution process. That means, among other things, choosing manufacturing partners carefully and
Marketing
having strict contracts with distribution partners that, for example, prohibit products from going anywhere but outlets the company trusts. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p R0810A Title: Can Knockoffs Knock Out Your Business? (HBR Case Study and Commentary) Author(s): Nunes, Paul F.; Mulani, Narendra P; Brandazza, Giorgio; Taggart, J. Merrick "Rick"; Cummings, Candace S. Publication Date: 10/01/2008 Product Type: Harvard Business Review Article Abstract: Ruffin CEO Bill Bronson is on a mission. Counterfeits of his company's adventure gear and clothing are on the rise, and Bronson is hell-bent on stopping them. He has hired top-notch investigators to track down the criminals, invested in technology that will help distinguish his products from look-alikes, and pushed online vendors to stop selling fakes. All of that has cost a lot of money, however, and the problem seems to be getting worse. How far should Bronson take his campaign? Three experts comment on this fictional case study in R0810A and R0810Z. Giorgio Brandazza, a professor at SDA Bocconi School of Management, fought a similar battle as an executive at Calvin Klein. He advises Ruffin to mitigate the effects of copycats by building up the strength of its brand. For one thing, the company should increase its retail presence in countries where it is plagued by fakes. Single-brand stores will allow Ruffin to guarantee customers they're getting authentic goods, showcase its products in distinctive ways, and build strong relationships with consumers. J. Merrick "Rick" Taggart, president of Victorinox Swiss Army in North America, recommends zeroing in on the worst counterfeiting offenders. A resource Ruffin should take advantage of, he says, is customs and border patrol officers; if the company frequently communicates with them about ports of entry and consignee and consignor data, these officials can more easily sniff out illegal activity. The foundation for any good defense against counterfeiters, says Candace S. Cummings, general counsel of VF Corporation, is instituting tight controls over the company's supply chain and distribution process. That means, among other things, choosing manufacturing partners carefully and having strict contracts with distribution partners that, for example, prohibit products from going anywhere but outlets the company trusts. Subjects: NO SUBJECTS(KEYWORDS) Length: 8p R0810X Title: Can Knockoffs Knock Out Your Business? (HBR Case Study) Author(s): Nunes, Paul F.; Mulani, Narendra P Publication Date: 10/01/2008 Product Type: Harvard Business Review Article Abstract: Ruffin CEO Bill Bronson is on a mission. Counterfeits of his company's adventure gear and clothing are on the rise, and Bronson is hell-bent on stopping them. He has hired top-notch investigators to track down the criminals, invested in technology that will help distinguish his products from look-alikes, and pushed online vendors to stop selling fakes. All of that has cost a lot of money, however, and the problem seems to be getting worse. How far should Bronson take his campaign? Three experts comment on this fictional case study in R0810A and R0810Z. Giorgio Brandazza, a professor at SDA Bocconi School of Management, fought a similar battle as an executive at Calvin Klein. He advises Ruffin to mitigate the effects of copycats by building up the strength of its brand. For one thing, the company should increase its retail presence in countries where it is plagued by fakes. Single-brand stores will allow Ruffin to guarantee customers they're getting authentic goods, showcase its products in distinctive ways, and build strong relationships with consumers. J. Merrick "Rick" Taggart, president of Victorinox Swiss Army in North America, recommends zeroing in on the worst counterfeiting offenders. A resource Ruffin should take advantage of, he says, is customs and border patrol officers; if the company frequently communicates with them about ports of entry and consignee and consignor data, these officials can more easily sniff out illegal activity. The foundation for any good defense against counterfeiters, says Candace S. Cummings, general counsel of VF Corporation, is instituting tight controls over the company's supply chain and distribution process. That means, among other things, choosing manufacturing partners carefully and having strict contracts with distribution partners that, for example, prohibit products from going anywhere but outlets the company trusts. Subjects: NO SUBJECTS(KEYWORDS) Length: 6p
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77511 Title: Can Marketing and Manufacturing Coexist? Author(s): Shapiro, Benson P. Publication Date: 09/01/1977 Product Type: Harvard Business Review Article Abstract: Every manufacturing company experiences conflict, often internecine, between its marketing and manufacturing functions. There is a strong likelihood of conflict in managing the marketing/manufacturing interface in eight areas: capacity planning and longrange sales forecasting; production scheduling and short-range sales forecasting; delivery and physical distribution; quality assurance; breadth of product line; cost control; new product introduction; and adjunct services. Subjects: Manufacturing; Marketing management Length: 9p CMR212 Title: Can Selling Be Globalized?: The Pitfalls of Global Account Management Author(s): Arnold, David J.; Birkinshaw, Julian M.; Toulan, Omar Publication Date: 10/01/2001 Product Type: CMR Article Publisher: California Management Review Abstract: There is a strong current trend toward globalization of the sales function, driven by increasing customer power, initiatives in customer relationship management, and the design of customer-centric organizations. This article questions the wisdom of rapid adoption of global account management by vendor companies. Drawing on field and survey research among global account managers, the authors highlight a number of ways in which vendors can fail to reap the benefits of global customer relationships and, instead, suffer falling prices. A number of managerial guidelines are suggested for a strategic approach toward global customer management and an effective implementation of global account management programs. Subjects: Customer relations; Customer retention; Globalization; Sales management; Sales strategy Length: 14p 94508 Title: Can This Brand Be Saved? Author(s): Maruca, Regina Fazio Publication Date: 09/01/1994 Product Type: Harvard Business Review Article Abstract: In this fictional case study, Caroline Portal knows that La Shampoo
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is in trouble. Introduced in 1975 and targeted at women between the ages of 15 and 30, La Shampoo has a stylish image that had immediately become popular. Its slogan, "La Shampoo: For the Look and Feel of France," had remained the same since day one. In 1989, however, the line had begun a slow descent, but the company hadn't really addressed the problem until two years ago, when it named Caroline brand manager. At first, Caroline requested a new packaging design. The ad agency backed her up and called for a modest "new look" campaign. But the repackaging caused tension in the office and had no positive effect on sales: the numbers continued their slow decline. Caroline calls a meeting to examine proposals submitted by product sales manager Eric Woolf and a representative of the ad agency that held the La Shampoo account, Beth Hanson. Eric recommends a price cut, while Beth wants a relaunch. The tension grows in the meeting as Caroline weighs the options. A decision has to be made soon in order to save the brand. Which marketing plan should Caroline choose? Five experts examine the challenges of rebuilding a brand. Industry Setting: Consumer products Subjects: Brands; Consumer goods; HBR Case Discussions; Marketing strategy; Product management Length: 9p 95611 Title: Can This High-Tech Product Sell Itself? Author(s): Virden, Thomas W. Publication Date: 11/01/1995 Product Type: Harvard Business Review Article Abstract: When Jim Merrick left a wellknown computer graphics company for California Vision Tools, he was excited about creating a dynamic marketing department of his own. But he failed to ascertain how much financial support his new company was likely to provide for dynamic product campaigns. Founder and CEO Mark Felton had seen his first product take off like a rocket. But now, when there are imitators all around, will Felton understand the importance of a big marketing push for his second product? Some on the executive staff like Merrick's ideas for a marketing campaign but don't see why he needs an extra $100,000 over his budget. Is Merrick just trying to keep his department's new hires happy? Should he try to implement his intro without incremental funds? Or are the other members of the executive staff being myopic? Five experts try their hands at setting California Vision Tools on the right course. Industry Setting: Computer industry Subjects: Computer industry; HBR Case Discussions; Marketing implementation; Marketing management; Marketing strategy Length: 11p 68603 Title: Can You Standardize Multinational Marketing? Author(s): Buzzell, Robert D. Publication Date: 11/01/1968 Product Type: Harvard Business Review Article Abstract: The prevailing view of multinational companies (MNCs) is that marketing strategy is a local problem which differs from country to country. There are, however, potential benefits in standardizing multinational marketing strategy. Significant cost savings, consistency in dealing with customers, improved planning and control, and the exploitation of good ideas represent potential gains with an integrated approach to marketing strategy. In view of the trend toward at least partial centralization of marketing management, the right balance between local autonomy and central coordination is essential if marketing strategy is to encompass a multinational perspective. Subjects: Centralization; International business; International marketing; Marketing strategy; Multinational corporations Length: 11p 98A016 Title: Canadian Tire Corp. Ltd.: Circular Saw Line Review Process Author(s): Pearce, Michael R.; Finkbeiner, Shawn; Flood, T.J.; Van den Berg, Inge Publication Date: 09/28/1999 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The buyer of power tools and power tool accessories for Canadian Tire Corp. had to make a decision regarding the depth and breadth for the circular saw product line. The previous year's assortment did not perform up to expectations and the company experienced a significant decrease in sales in that category. The buyer had six weeks to complete a strategy to increase profitability in the line and to decide which products would make up Canadian Tire Corp.'s assortment. Geographic Setting: Canada Industry Setting: Building materials industries; Lawn care; Hardware & fastener industry Company Size: large Subjects: Canada; Competition;
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902A14 Title: Canadian Tire Multiple Channel Retailing Author(s): Pearce, Michael R.; Costello, Neal; Hall, Michael; Nicholl, Lindsay Publication Date: 09/05/2002 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Three years after launching a content-based web site, a nationwide hard goods retailer invested in software to support Internet shopping. The online component was one element in a multiple-channel retailing approach, which also included retail stores, a phone-order service, and an annual catalog. Although the company is the country's most shopped retailer, the online retail segment has not turned a profit. The director of marketing must consider the effect of multiple-channel retailing on the company's profitability. Geographic Setting: Canada Industry Setting: Building materials industries; Lawn care; Hardware & fastener industry Company Size: large Subjects: Canada; Distribution channels; Electronic commerce; Profitability analysis; Retailing Length: 13p NEW 901A26 Title: Canadian Tire: Selecting a Social Marketing Program Author(s): Fisher, Robert J.; Bong, Karen; Mark, Ken Publication Date: 02/06/2002 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Canadian Tire is a large retailer of automotive, hardware, and houseware products. As part of the company's marketing strategy, the executive director of corporate affairs is reviewing four social marketing programs and must decide which program the company will adopt. She must analyze each of the social marketing programs and assess how the program will contribute to the company's competitive position. She also needs to convince the company's independent associate dealers to adopt and implement the chosen program. Geographic Setting: Canada Industry Setting: Merchandising Company Size: large Subjects: Advertising strategy; Automotive supplies; Canada; Market
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research; Marketing strategy Length: 25p Supplementary Materials: Teaching Note, (801A26), 8p, by Robert J. Fisher, Karen Bong, Ken Mark NEW 504055 Title: Cape Wind Author(s): Gourville, John T.; Herman, Kerry Publication Date: 10/30/2003 Revision Date: 02/12/2004 Product Type: Case (Library) Abstract: Cape Wind has proposed placing a 170-tower wind farm, with each tower more than 400-feet tall, in Nantucket Sound. Not surprisingly, public reaction is mixed. Some view the wind farm as clean, renewable energy. Others view it as an eyesore and a desecration of a valued public resource. Other attempts at wind farms in the United States have run into similar resistance. Although the public can agree that wind power is a good idea, no one wants a wind farm in their community. How can firms overcome this type of resistance to change? Geographic Setting: Massachusetts Industry Setting: Energy Company Size: start-up Number of Employees: 10 Event Year Start: 2003 Event Year End: 2003 Subjects: Community relations; Consumer behavior; Energy; Environmental protection; Global Research Group; Innovation; Management of change; Product positioning; Public relations Length: 16p Supplementary Materials: Teaching Note, (506013), 10p, by John T. Gourville Year New: 2004 584128 Title: Capital Cities Communications, Inc. (CCCI) Author(s): Bonoma, Thomas V.; Kane, Margaret L. Publication Date: 06/01/1984 Revision Date: 09/03/1985 Product Type: Case (Field) Abstract: In late 1983 and early 1984, the general sales managers of CCCI's six television stations and the assistant to the president of the broadcasting division, decided to evaluate their relationship with the company's advertising representative firm, John Blair and Co. (JBC). In particular, CCCI's manager and Ms. Rohrer question whether or not the company is receiving the best possible representation from JBC. Ms. Rohrer is directed to examine a number of implementation alternatives, including bringing the sales function inhouse, changing JBC's compensation, choosing only the service most needed from JBC, or expanding the sphere of CCCI's station's local sales forces. The case raises the issue of managing outside parties and examines the role of a manufacturer's representative in the marketing function. Geographic Setting: United States Industry Setting: Broadcasting industry Company Size: large Gross Revenues: $664 million revenues Subjects: Business services; Communications industry; Marketing implementation; Sales management; Suppliers Length: 26p Supplementary Materials: Teaching Note, (586016), 14p, by Thomas V. Bonoma, Shirley M. Spence 588071 Title: Capital Cities/ABC, Inc: Spot Sales Author(s): Cespedes, Frank V.; King, Jon E. Publication Date: 05/17/1988 Product Type: Case (Field) Abstract: In 1985, Capital Cities Communications (CCC) and ABC, Inc. merged. Each company owned four television stations, where advertising was sold by two different "rep" firms. ABC Spot Sales (the in-house ABC rep firm) is now competing with John Blair, Inc. (the rep firm for the CCC stations) to represent the eight stations now owned by the merged company. The case focuses on the process of developing a sales strategy and sales presentation for Spot Sales. This process involves analyzing the changing market for TV and sales, the strengths and potential weaknesses of the Spot Sales versus John Blair organizations, and the personal, "political," and economic concerns of station general managers at CCC/ABC, who constitute the major audience for the upcoming sales presentation. Geographic Setting: United States Industry Setting: Entertainment industry; Advertising industry Company Size: mid-size Gross Revenues: $180 million sales Subjects: Advertising strategy; Marketing implementation; Marketing management; Marketing organization; Sales management; Sales organization Length: 27p Supplementary Materials: Teaching Note, (591083), 19p, by Frank V. Cespedes M316 Title: Capital One: Leveraging
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Information-Based Marketing Author(s): Rierson, Michael; Lattin, James Publication Date: 03/02/2007 Product Type: Case (Field) Publisher: Stanford University Abstract: In November 1997, Richard D. Fairbank, Chairman and CEO of Capital One Financial Corporation, was reflecting on the success of his company since its initial public offering (IPO) in 1994. The success had come primarily from one business: credit cards. Despite the phenomenal success of the company in this one market, Fairbank's vision for the company was not limited to credit cards. He wanted to diversify to reduce Capital One's vulnerability to consumer credit market saturation and downturns. Fairbank also saw an opportunity to extend Capital One's capabilities into other markets. He saw Capital One as not just a credit card or financial services company but rather as an informationbased marketing company. Because Capital One's strategy would work well in other information-driven industries, Fairbank's idea was to concentrate on growing, data-rich industries--large enough to contribute significantly to the company's growth trajectory--and focus on products and marketing channels where Capital One could leverage its capabilities in scientific testing and mass customization. Despite having investigated over 50 diversification opportunities, Capital One was not pursuing any, largely because they were a poor fit or failed to capitalize on Capital One's core competencies. A recent hire, Mike Rowen, and his team, however, had just finished a four-month long investigation into the auto financing industry. It was up to Rowen and his team to decide whether to present auto financing as the right opportunity for leveraging Capital One's informationbased strategic capabilities. The team knew that if it recommended going ahead, it would have to put forth a plan that would address any concerns or objections raised by Fairbank. Geographic Setting: United States Industry Setting: Financial services Subjects: NO SUBJECTS(KEYWORDS) Length: 26p Year New: 2007 906A05 Title: Capital One: Launching a Mass Media Campaign Author(s): Fisher, Robert J.; Mark, Ken Publication Date: 03/31/2006 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The Senior Brand Manager for
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Capital One Canada is developing the firm's strategy for its first mass media advertising campaign there. He had been provided with a menu of U.S. and U.K. advertisements--with test results for each--which he can adapt for a Canadian audience. The key decisions the Senior Brand Manager faces includes which customer segment to focus on, what value proposition to signal to this segment, what advertisements should be used to deliver these messages, and what customization efforts are necessary. He has a presentation to Capital One's senior management team and needs to back up his recommendations with numbers and logic. Geographic Setting: Canada Industry Setting: Business services Subjects: NO SUBJECTS(KEYWORDS) Length: 20p Supplementary Materials: Teaching Note, (806A05), 6p, by Robert J. Fisher Year New: 2007 F0505K Title: Capturing Customers' Spare Change Author(s): Albert, Terri C.; Winer, Russell S. Publication Date: 05/01/2005 Product Type: Harvard Business Review Article Abstract: Software that "understands" psychology is helping fast-food restaurants capture customers' spare change, explains GE edgelab's Terri C. Albert and marketing professor Russell S. Winer. Industry Setting: Fast food industry Subjects: Fast food industry; Marketing strategy; Sales strategy; Software Length: 1p Year New: 2005 591020 Title: Car-Rental Collision Damage Waivers Author(s): Quelch, John A.; Yao, Julie Publication Date: 07/26/1990 Product Type: Case (Library) Abstract: Describes the uses (and possible abuses) of collision damage waivers (CDWs) by the car-rental industry. Product policy and pricing issues (including the use of bundling) are discussed. Possible remedies for some of the ethical problems raised by the marketing of CDWs are also addressed. Geographic Setting: United States Industry Setting: Car & truck rental industry Company Size: large Gross Revenues: $8 billion revenues Subjects: Automobiles; Employee promotions; Ethics; Pricing; Product planning & policy Length: 10p Supplementary Materials: Teaching Note, (591117), 7p, by John A. Quelch, Elisa M. Palter 505080 Title: CarMax Author(s): Lal, Rajiv; Kiron, David Publication Date: 06/15/2005 Product Type: Case (Field) Abstract: Carmax is the largest multimarket used car dealer in the U.S., and has no format-to-format competitor in the $375 billion used car market. CarMax is trying to do what some analysts believed to be impossible: sell used cars profitably on a national scale, and at the same time revamp the tarnished image of the used car salesman. Geographic Setting: Richmond, VA Industry Setting: Automotive industry Gross Revenues: $2.5 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 29p Year New: 2005 582035 Title: Career Women's Clothing Store Author(s): Takeuchi, Hirotaka; Merliss, Penny Pittman Publication Date: 10/27/1981 Product Type: Case (Library) Abstract: A second-year MBA student planning to open a career women's clothing store turns to research projects conducted by two former students. Based on the interpretation of the survey research results, she has to make a go/no go decision. Industry Setting: Apparel industry Subjects: Clothing; Development stage enterprises; Market research; Polls & surveys; Retailing Length: 45p 508092 Title: Carlyle Japan (A) Author(s): Godes, David; Egawa, Masako; Yamazaki, Mayuka Publication Date: 03/25/2008 Revision Date: 05/16/2008 Product Type: Case (Field) Abstract: Tamotsu Adachi, Managing Director of Carlyle Japan, wants to formulate a strategy to improve his firm's ability to source high-quality deals at competitive valuations, or prices. Buyout funds like Carlyle typically have two deal phases: sourcing and monitoring. These correspond to (i) "selling" the benefits to a business owner of going with Carlyle as a buyout partner, and then (ii) increasing the value of that business following the buyout. Since the profitability of a buyout depends on
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finding high-quality deals, the firm has focused to date on leveraging its contacts in the banking business, which has been a powerful institution in Japan for many years. These contacts have brought to Carlyle a number of good quality companies, but the volume of buyouts done by Carlyle in Japan has not been what they hoped it would be. Students are asked how the firm can improve on this deal sourcing approach. Geographic Setting: Japan Industry Setting: Professional services Number of Employees: 50 Event Year Start: 2007 Event Year End: 2007 Subjects: NO SUBJECTS(KEYWORDS) Length: 26p Supplementary Materials: Supplement (Field), (508093), 3p, by David Godes, Masako Egawa, Mayuka Yamazaki; Supplement (Field), (508094), 1p, by David Godes, Masako Egawa, Mayuka Yamazaki Year New: 2008 508093 Title: Carlyle Japan (B) Author(s): Godes, David; Egawa, Masako; Yamazaki, Mayuka Publication Date: 03/27/2008 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. Must be used with: (508092) Carlyle Japan (A). May be used with: (508094) Carlyle Japan (C). Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2008 508094 Title: Carlyle Japan (C) Author(s): Godes, David; Egawa, Masako; Yamazaki, Mayuka Publication Date: 03/27/2008 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. Must be used with: (508092) Carlyle Japan (A). May be used with: (508093) Carlyle Japan (B). Subjects: NO SUBJECTS(KEYWORDS) Length: 1p Year New: 2008 578075 Title: Carnation Foods Co. Ltd. Author(s): Wiechmann, Ulrich E.; Gillespie, Kate Publication Date: 12/01/1977 Revision Date: 03/01/1978 Product Type: Case (Field) Abstract: The ostensible case issue is whether management should raise the price on their product, Coffee-Mate, in the face of competitive pressures and
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pressures from headquarters for improved margins. The broader issues are product line planning and headquarters-subsidiary relationships in a multinational enterprise. Geographic Setting: United Kingdom Industry Setting: Food industry Company Size: large Subjects: Food; International business; Marketing strategy; Pricing; Product lines; Product portfolio management; Subsidiaries; United Kingdom Length: 20p Supplementary Materials: Supplement (Field), (578154), 1p, by Ulrich E. Wiechmann, Kate Gillespie 578154 Title: Carnation Foods Co. Ltd. (B) Author(s): Wiechmann, Ulrich E.; Gillespie, Kate Publication Date: 03/10/1978 Revision Date: 08/01/1978 Product Type: Supplement (Field) Abstract: A short summary of events during the two-year period after the events that took place in Carnation Foods Co. Ltd., to be distributed during the last ten minutes of discussion on the earlier case, the question being: "What should now be done with the product - or the subsidiary?" Must be used with: (578075) Carnation Foods Co. Ltd. Geographic Setting: United Kingdom Industry Setting: Food industry Subjects: Food; International business; Marketing strategy; Pricing; Product lines; Subsidiaries; United Kingdom Length: 1p 579091 Title: Carnation Foods Co. Ltd. (C) Author(s): Wiechmann, Ulrich E.; Gillespie, Kate Publication Date: 11/01/1978 Product Type: Case (Field) Abstract: Concerns the development of a new advertising approach for an established product. This raises the question of which target group to select, how to position the product vis-a-vis competition, and whether to try to stimulate primary or selective demand. Geographic Setting: Great Britain Industry Setting: Food industry Company Size: large Subjects: Advertising strategy; Food; Market segmentation; Product positioning; United Kingdom Length: 25p 587179 Title: Carolina Power & Light Co.: Customer and Operating Services Group Author(s): Cespedes, Frank V.; Morrison, John E.P. Publication Date: 06/09/1987 Revision Date: 05/05/1992 Product Type: Case (Field) Abstract: In July 1985, Carolina Power & Light, a mid-sized public utility, announced a major reorganization of its Customer and Operating Services Group (COS), the field organization responsible for marketing, accounting, and maintenance of the utility's services. One year later, the reorganization is still underway; and issues concerning employee morale, reporting relationships, the closing or maintenance of certain field offices, and management development must be addressed. Provides students with an opportunity to consider issues concerning marketing management, marketing organization, and customer service in a market context which is competitive but not usually associated with "marketing." Geographic Setting: United States Industry Setting: Utilities Company Size: large Gross Revenues: $1.9 billion revenues Subjects: Control systems; Customer relations; Customer service; Marketing implementation; Marketing management; Marketing organization; Public utilities Length: 24p Supplementary Materials: Teaching Note, (591096), 12p, by Frank V. Cespedes 505S01 Title: Carter Automotive Group, Spanish Version Author(s): Salmon, Walter J.; Wylie, David Publication Date: 02/26/1990 Revision Date: 10/06/1993 Product Type: LACC Case Abstract: The Carter Automotive Group is a Southern California automobile dealer group. The head of the group is assessing whether his current and unique marketing strategy should be modified in light of changing competitive conditions. Geographic Setting: Southern California Industry Setting: Automotive industry; Retail industry Company Size: mid-size Gross Revenues: $200 million revenues Subjects: Advertising strategy; Automobiles; Marketing strategy; Pricing; Retailing Length: 32p 590011 Title: Carter Automotive Group Author(s): Salmon, Walter J.; Wylie, David Publication Date: 02/26/1990 Revision Date: 10/06/1993 Product Type: Case (Field) Abstract: The Carter Automotive Group
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is a Southern California automobile dealer group. The head of the group is assessing whether his current and unique marketing strategy should be modified in light of changing competitive conditions. Geographic Setting: Southern California Industry Setting: Automotive industry; Retail industry Company Size: mid-size Gross Revenues: $200 million revenues Subjects: Advertising strategy; Automobiles; Marketing strategy; Pricing; Retailing Length: 28p Supplementary Materials: Teaching Note, (592027), 7p, by Walter J. Salmon, David Wylie 99A017 Title: Carvel Ice Cream: Developing the Beijing Market Author(s): Vandenbosch, Mark; Gleave, Tom Publication Date: 07/17/1999 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The manager of business development for Carvel Asia Ltd. is trying to determine how best to increase ice cream cake sales. In doing so, he needs to develop a complete marketing program that includes decisions about product offerings, pricing, placement (distribution), and promotion--"the four Ps." Geographic Setting: China Industry Setting: Ice cream industry; Food industry Company Size: mid-size Subjects: China; Distribution; Food; Marketing planning; Pricing strategy Length: 15p Supplementary Materials: Teaching Note, (899A17), 14p, by Mark Vandenbosch, Tom Gleave 585142 Title: Case Study in Case Research: Marketing Implementation Author(s): Bonoma, Thomas V. Publication Date: 01/16/1985 Product Type: Note Abstract: Acquaints marketers with case research, defined as part of the rich and growing tradition of qualitative research in the social sciences. Specifically, the note 1) examines the structure and role of case research in knowledge-gathering, especially as compared to other research vehicles, 2) critically relates one example of programmatic case-based research, and 3) offers a researcher's guide to the use of cases in research projects.
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Subjects: Case method; Marketing implementation; Research & development Length: 33p 586022 Title: Case Study in Successful Department Store Strategies Author(s): Salmon, Walter J.; Dew, Marci K. Publication Date: 07/18/1985 Revision Date: 07/01/1986 Product Type: Case (Library) Abstract: Identifies the factors behind the strategies of successful traditional department stores. Asks students to assess whether more of the same by additional department store operators would lead to a resurgence in the share of total general merchandise sales held by the department store industry. Geographic Setting: United States Industry Setting: Retail industry Gross Revenues: $50 billion industry Subjects: Department stores; Growth strategy; Market analysis; Retailing; Strategy formulation Length: 38p 598023 Title: A Case for Brand Loyalty Author(s): Fournier, Susan; Yao, Julie Publication Date: 06/15/1998 Revision Date: 09/09/1998 Product Type: Color Case Abstract: Brand loyalty is one of the core concepts of the marketing discipline that has enjoyed practical and academic attention for over 75 years. The era of relationship marketing, with its focus on retaining customers for life, has instilled yet greater interest in the concept, precipitating unprecedented growth in frequency programs designed to lock in customer loyalties over time. Despite this rich history, many questions remain about the definition, measurement, and significance of brand loyalty. Some state that brand loyalties are declining and that in today's consumer world, multibrand usage--not brand loyalty-appears the norm. Others feel that the concept of loyalty itself is not outmoded or outdated, but rather that new theoretical and methodological perspectives are required that can revitalize what has become a theoretically uninspired, overly simplistic, and conceptually limiting idea. This case seeks to inform this latter point of view by encouraging students to "see" brand loyalty from the perspective of the consumers that live it. Includes color exhibits. Subjects: Brands; Consumer behavior; Customer retention; Loyalty; Marketing management Length: 24p Supplementary Materials: Teaching Note, (598123), 17p, by Susan Fournier, Julie Yao F0611G Title: A Case for Discount Discipline Author(s): Geisman, Jim; Maruskin, John Publication Date: 11/01/2006 Product Type: Harvard Business Review Article Abstract: Few companies even record their discounting practices, much less manage them. Here's how to do discounts right. Industry Setting: Software industry Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2006 90408 Title: The Case of the Migrating Markets Author(s): Levitt, Theodore Publication Date: 07/01/1990 Product Type: Harvard Business Review Article Abstract: Describes an established company whose profits are being sustained by price increases on a few core products and gradual population growth. How can the company expand product lines in a way that appeals to younger people but does not jeopardize brand identity and customer loyalty? Cathleen Black, publisher of USA Today and executive vice president for marketing of Gannett Co., Inc; David W. Johnson, president and CEO of Campbell Soup Co.; Stephen H. Haeckel, director of advance marketing development at IBM; Carl Spielvogel, chairman and CEO of Backer Spielvogel Bates Worldwide, Inc.; and Sir Adrian Cadbury, former chairman of Cadbury Schweppes PLC consider the CEO's alternatives. Subjects: Corporate strategy; HBR Case Discussions; Marketing management; Marketing strategy; Product management Length: 6p 88215 Title: The Case of the Pricing Predicament (Commentary for HBR Case Study) Author(s): Karr, Mary; Rogers, F.G. "Buck"; Moore, Bruce; Lindgren, Richard T.; Whitescarver, William Publication Date: 03/01/1988 Product Type: Harvard Business Review Article Abstract: Scott Palmer's most important account, Occidental Aerospace, is pushing for a discount, but Standard Machine Corp., Scott's company, has a long-standing policy of selling its
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products at list price--discounts are out of the question. Occidental also has plans for two new plants so Standard's bid may affect millions of dollars in future business. And two Asian machine-tool companies have set their sights on Occidental's home market. Has Standard's fixed-price policy outlived its usefulness? May be used with: (88214) The Case of the Pricing Predicament (HBR Case Study). Industry Setting: Machinery industry Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2006 88205 Title: The Case of the Pricing Predicament (HBR Case Study and Commentary) Author(s): Karr, Mary; Rogers, F.G. "Buck"; Moore, Bruce; Lindgren, Richard T.; Whitescarver, William Publication Date: 03/01/1988 Product Type: Harvard Business Review Article Abstract: Scott Palmer's most important account, Occidental Aerospace, is pushing for a discount, but Standard Machine Corp., Scott's company, has a long-standing policy of selling its products at list price--discounts are out of the question. Occidental also has plans for two new plants so Standard's bid may affect millions of dollars in future business. And two Asian machine-tool companies have set their sights on Occidental's home market. Has Standard's fixed-price policy outlived its usefulness? Industry Setting: Machinery industry Subjects: HBR Case Discussions; Machinery; Pricing; Sales management; Sales strategy Length: 12p 88214 Title: The Case of the Pricing Predicament (HBR Case Study) Author(s): Karr, Mary Publication Date: 03/01/1988 Product Type: Harvard Business Review Article Abstract: Scott Palmer's most important account, Occidental Aerospace, is pushing for a discount, but Standard Machine Corp., Scott's company, has a long-standing policy of selling its products at list price--discounts are out of the question. Occidental also has plans for two new plants so Standard's bid may affect millions of dollars in future business. And two Asian machine-tool companies have set their sights on Occidental's home market. Has Standard's fixed-price policy outlived its usefulness? May be used with: (88215)
Marketing
The Case of the Pricing Predicament (Commentary for HBR Case Study). Industry Setting: Machinery industry Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2006 98603Z Title: The Case of the Profitless PC (Commentary for HBR Case Study) Author(s): Blackburn, Andy; Halprin, Matt; Veloria, Ruth; Moore, Geoff; Dubinsky, Donna; Keeley, Larry; Quesnelle, George; Ward, Scott; Pifer, Philip Publication Date: 11/01/1998 Product Type: Harvard Business Review Article Abstract: This fictitious case written by Andy Blackburn, a Boston Consulting Group vice president based in San Francisco, explores the question of how PC companies can make money in the increasingly price-competitive consumer market. The senior staff of Praxim, a multibillion-dollar maker of desktop computers, face some tough questions: Is it possible to make money selling personal computers to consumers? And if so, how? What resources need to be mustered? Where should they be directed? After years of strong profits, Praxim is being dragged down by increasing competition in the consumer segment of the PC market. In response, CEO Jack Thompson has hired a new manager for the consumer division, Linda Marcus, luring her away from a leading packaged-goods company. Linda wants to make Praxim into a trusted brand by putting Praxim's people into retail stores at peak selling times, setting up an 800 number to answer consumers' technical questions in plain English, and bundling extensively. But the other members of the senior staff are skeptical. The vice president of the commercial division argues that PCs are a commodity and urges Linda to concentrate on cutting costs. The chief technology officer wants Praxim to concentrate on developing the next killer app so that it can charge consumers a premium for new technology. The CFO thinks Praxim should cut its losses and mostly give up on the consumer segment. Mindful that continued losses in the consumer segment will pull down Praxim's share price and put his top executives' stock options at risk, Jack is at a loss. Should he try to make money selling PCs to consumers? Can he keep the doubters on his staff from defecting if he goes ahead with Linda's plan? May be used with: (98603X) The Case of the Profitless PC (HBR Case Study). Industry Setting: Computer industry Subjects: NO SUBJECTS(KEYWORDS) Length: 8p Year New: 2005 98603 Title: The Case of the Profitless PC (HBR Case Study and Commentary) Author(s): Blackburn, Andy; Halprin, Matt; Veloria, Ruth; Dubinsky, Donna; Keeley, Larry; Quesnelle, George; Ward, Scott; Pifer, Philip; Moore, Geoff Publication Date: 11/01/1998 Product Type: Harvard Business Review Article Abstract: This fictitious case written by Andy Blackburn, a Boston Consulting Group vice president based in San Francisco, explores the question of how PC companies can make money in the increasingly price-competitive consumer market. The senior staff of Praxim, a multibillion-dollar maker of desktop computers, face some tough questions: Is it possible to make money selling personal computers to consumers? And if so, how? What resources need to be mustered? Where should they be directed? After years of strong profits, Praxim is being dragged down by increasing competition in the consumer segment of the PC market. In response, CEO Jack Thompson has hired a new manager for the consumer division, Linda Marcus, luring her away from a leading packaged-goods company. Linda wants to make Praxim into a trusted brand by putting Praxim's people into retail stores at peak selling times, setting up an 800 number to answer consumers' technical questions in plain English, and bundling extensively. But the other members of the senior staff are skeptical. The vice president of the commercial division argues that PCs are a commodity and urges Linda to concentrate on cutting costs. The chief technology officer wants Praxim to concentrate on developing the next killer app so that it can charge consumers a premium for new technology. The CFO thinks Praxim should cut its losses and mostly give up on the consumer segment. Mindful that continued losses in the consumer segment will pull down Praxim's share price and put his top executives' stock options at risk, Jack is at a loss. Should he try to make money selling PCs to consumers? Can he keep the doubters on his staff from defecting if he goes ahead with Linda's plan? Industry Setting: Computer industry Subjects: Computer industry; Consumer behavior; Consumer marketing; HBR Case Discussions; Market definition; Market segmentation; Marketing strategy Length: 11p
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98603X Title: The Case of the Profitless PC (HBR Case Study) Author(s): Blackburn, Andy; Halprin, Matt; Veloria, Ruth Publication Date: 11/01/1998 Product Type: Harvard Business Review Article Abstract: This fictitious case written by Andy Blackburn, a Boston Consulting Group vice president based in San Francisco, explores the question of how PC companies can make money in the increasingly price-competitive consumer market. The senior staff of Praxim, a multibillion-dollar maker of desktop computers, face some tough questions: Is it possible to make money selling personal computers to consumers? And if so, how? What resources need to be mustered? Where should they be directed? After years of strong profits, Praxim is being dragged down by increasing competition in the consumer segment of the PC market. In response, CEO Jack Thompson has hired a new manager for the consumer division, Linda Marcus, luring her away from a leading packaged-goods company. Linda wants to make Praxim into a trusted brand by putting Praxim's people into retail stores at peak selling times, setting up an 800 number to answer consumers' technical questions in plain English, and bundling extensively. But the other members of the senior staff are skeptical. The vice president of the commercial division argues that PCs are a commodity and urges Linda to concentrate on cutting costs. The chief technology officer wants Praxim to concentrate on developing the next killer app so that it can charge consumers a premium for new technology. The CFO thinks Praxim should cut its losses and mostly give up on the consumer segment. Mindful that continued losses in the consumer segment will pull down Praxim's share price and put his top executives' stock options at risk, Jack is at a loss. Should he try to make money selling PCs to consumers? Can he keep the doubters on his staff from defecting if he goes ahead with Linda's plan? May be used with: (98603Z) The Case of the Profitless PC (Commentary for HBR Case Study). Industry Setting: Computer industry Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2005 89415 Title: Case of the Tech Service Tangle Author(s): Shapiro, Benson P. Publication Date: 07/01/1989 Product Type: Harvard Business
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Review Article Abstract: Very successful products tend to have sales curves that soar and then flatten. Yet phenomenal growth rates in the early stages of a product life cycle create earnings records that companies and divisions want to hold on to. The Pigments Division of Industrial Chemicals, Inc. has captured the bulk of the inks, paints, and dyes markets with WP-88, a white pigment and color enhancer. After several years of 50% and 60% growth, the curve seems destined for decline. What course should the division pursue? David L. Sliney, marketing vice president of Monsanto Chemical Co.; Joseph Alvarado, general manager, bar and structural sales, Inland Bar and Structural Co.; Abraham B. Cohen, recently retired as a research director at E.I. Du Pont de Nemours; and James A. Prestridge, vice president of Teradyne, Inc.'s Component Test Group, discuss the question and explain how they would manage the decision. Subjects: Corporate strategy; HBR Case Discussions; Marketing strategy; Product life cycle; Product management; Sales management Length: 7p 88513 Title: The Case of the Test Market Tossup Author(s): Star, Stephen H.; Urban, Glen L. Publication Date: 09/01/1988 Product Type: Harvard Business Review Article Abstract: The marketing committee of Paradise Foods decided against national rollout of Sweet Dream, the company's new premium frozen dessert. They feared Sweet Dream would take away market share from LaTreat, the company's first, and still successful, entry in frozen specialty desserts. Bill Horton, Sweet Dream's product manager, who had spent 18 months evaluating the new product and strongly favored the launch, doubted LaTreat's long-term market strength, believing that the company was protecting a product that was already tiring. Four executives Jerry Della Femina, chairman and CEO of Della Femina, McNamee WCRS, Inc.; William H. Moult, executive vice president of SAMI/Burke; John M. Keenan, executive vice president of General Foods Worldwide; and Richard F. Chay, director of marketing research for NutraSweet Co. - evaluate Bill Horton's performance and examine whether Paradise Foods should reconsider its no-launch decision. Subjects: HBR Case Discussions; Market share; Marketing management; Product introduction; Product management Length: 8p 383052 Title: Casual Male: Off-Price Men's Apparel Retailing Author(s): Tedlow, Richard S. Publication Date: 11/03/1982 Revision Date: 06/06/1983 Product Type: Case (Field) Abstract: Presents a vehicle for discussion of the off-price business in men's apparel retailing. Can also be used more generally as the first case in an introductory marketing course because it provides data on such basic retailing issues as buying, selling, and advertising. Lastly, it can be used in courses on small business or entrepreneurship. Geographic Setting: Massachusetts Industry Setting: Apparel industry; Retail industry Company Size: small Gross Revenues: $28 million sales Subjects: Advertising strategy; Clothing; Entrepreneurship; Marketing management; Marketing strategy; Retailing Length: 32p 594026 Title: Catalina Marketing Corp. Author(s): Bell, David E.; Salmon, Walter J.; Starr, Dinny Publication Date: 10/04/1993 Revision Date: 09/28/1994 Product Type: Case (Field) Abstract: Catalina Marketing is a very successful marketing service firm. Their current customers include major supermarket retailers and consumer products manufacturers nation-wide. Catalina provides a unique way for these clients to distribute coupons for their products via point-of-sale technology at the supermarket register. Catalina is currently trying to decide where and how to expand its operations. Geographic Setting: California Industry Setting: Retail industry Number of Employees: 294 Gross Revenues: $70 million revenues Subjects: Advertising strategy; Consumer marketing; Marketing strategy; Retailing; Sales promotions; Supermarkets Length: 34p Supplementary Materials: Teaching Note, (595093), 4p, by David E. Bell 9608 Title: Category Killers: The Retail Revolution and Its Impact on Consumer Culture (Hardcover) Author(s): Spector, Robert Publication Date: 11/01/2004
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Product Type: HBS Press Book Abstract: Retail is a dynamic and often ruthless world that equally influences, and is influenced by, the consumers it exists to serve. New players constantly emerge to satisfy consumer demand better; consumer demands and desires shift with new offerings; and existing firms disappear when they can't adapt. In Category Killers, veteran journalist Robert Spector explores the rise of retail's reigning disruptor: retailers that seek to dominate a distinct classification of merchandise and wipe out the competition. Based on decades of research and investigative reporting, Spector vividly recounts how "category killers," from Toys R Us and Home Depot to Wal-Mart and Costco, have ingeniously rewritten the retail playbook and, in the process, profoundly altered cultural and economic factors--from migration and traffic patterns to legislation and taxation to wages and jobs. Spector explores the brilliant strategies that have enabled category killers to overpower department stores, regional chains, and mom-and-pop stores and to reshape the concept of shopping malls. He also identifies emerging trends and inevitable roadblocks that could dethrone today's powerhouses. Absorbing and insightful, Category Killers is at once a vivid journey down the aisles of retailing history and an incisive analysis of modern retail's most influential players. Robert Spector is a seasoned business journalist, retail expert, and international speaker on customer service and corporate culture. He is the author of four previous books, including The Nordstrom Way and Amazon.com. Industry Setting: Merchandising; Retail industry Subjects: Competition; Consumer marketing; Growth strategy; Innovation; Pricing strategy; Retailing Length: 224p List Price: $27.95 R0307H Title: Causes and Effects Author(s): Cone, Carol L.; Feldman, Mark A.; DaSilva, Alison T. Publication Date: 07/01/2003 Product Type: Harvard Business Review Article Abstract: Most companies make charitable donations, but few approach their contributions with an eye toward enhancing their brands. Those that do take such an approach commit talent and know-how, not just dollars, to a pressing but carefully chosen social need and then tell the world about the cause and their service to it. Through the association, both the business and the
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cause benefit in ways they could not otherwise. Organizations such as Avon, ConAgra Foods, and Chevrolet have recognized that a sustained causebranding program can improve their reputations, boost their employees' morale, strengthen relations with business partners, and drive sales. And the targeted causes receive far more money than they could have from direct corporate gifts alone. The authors examine these best practices and offer four principles for building successful cause-branding programs. First, they say, a company should select a cause that advances its corporate goals. Second, a business should commit to a cause before picking its charitable partners. Third, a company should put all its assets to work, especially its employees. And fourth, a company should promote its philanthropic initiatives through every possible channel. May be used with: (305002) Timberland: Commerce and Justice. Subjects: Brand management; Business & society; Corporate responsibility; Philanthropy; Public relations; Social enterprise; Strategic planning Length: 7p NEW 597077 Title: Center for Women & Enterprise: Looking for a Director of Development with "The Scrappiness Factor" Author(s): Kosnik, Thomas J.; Zakarian, Natalie Publication Date: 05/23/1997 Product Type: Case (Field) Abstract: Andrea Silbert is founder of the Center for Women & Enterprise, a nonprofit with a mission to empower women to become economically selfsufficient and prosperous through entrepreneurship. She must select a new senior sales executive, decide how to share responsibilities, and decide how to pick the best prospective funding sources. Geographic Setting: Boston, MA Industry Setting: Entertainment industry Number of Employees: 4 Gross Revenues: $1 million revenues Subjects: Entrepreneurial management; Nonprofit marketing; Sales management; Women Length: 18p 502009 Title: Centra Software Author(s): Deighton, John; Pouliquen, Laetitia Publication Date: 07/11/2001 Revision Date: 10/16/2002 Product Type: Case (Field) Abstract: Centra is a pioneer in software eLearning. It is debating how to modify its go-to-market strategy, adding telesales to improve sales force productivity. At the same time, its market is evolving, and management thinks it may be about to "cross the chasm" in Geoffrey Moore's terminology. Should it "fish where the fish are biting" or should it concentrate on the enterprise customer and exclude small and midsize corporations? If a shakeout is coming, how can Centra ensure that it either survives or is acquired by one of the survivors? Geographic Setting: United States Industry Setting: Software industry Number of Employees: 150 Gross Revenues: $23 million revenues Subjects: Business marketing; Distribution; International marketing; Market definition; Marketing implementation; Sales management; Software Length: 17p Supplementary Materials: Teaching Note, (503047), 10p, by John Deighton 9-504-P04 Title: Centra Software, Portuguese Version Author(s): Deighton, John Publication Date: 07/11/2001 Revision Date: 10/16/2002 Product Type: LACC Case Abstract: Centra is a pioneer in software eLearning. It is debating how to modify its go-to-market strategy, adding telesales to improve sales force productivity. At the same time, its market is evolving, and management thinks it may be about to "cross the chasm" in Geoffrey Moore's terminology. Should it "fish where the fish are biting" or should it concentrate on the enterprise customer and exclude small and midsize corporations? If a shakeout is coming, how can Centra ensure that it either survives or is acquired by one of the survivors? Teaching Purpose: Design of go-to-market strategy, how to manage conflict between field sales and telephone sales, how to manage rapid growth markets, and competition between best-of-breed collaborators and single-source vendors. Geographic Setting: United States Industry Setting: Software industry Number of Employees: 150 Gross Revenues: $23 million revenues Subjects: Business marketing; Distribution; International marketing; Market definition; Marketing implementation; Sales management; Software Length: 17p
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98A022 Title: Chai-Na-Ta (Asia) Ltd. Author(s): Kennedy, John R.; Gleave, Tom Publication Date: 08/11/1999 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Chai-Na-Ta (Asia) Ltd. is the Hong Kong-based operating arm of Canada's Chai-Na-Ta Corp., an integrated ginseng firm. The decision has been made to enter the mainland China market and the general manager must make decisions on the entry city, target market(s), product(s) focus, distribution, and pricing. Although he has significant knowledge of the Hong Kong market, he is unsure of the degree to which this can be transferred to the mainland markets. This case pushes the student to develop a marketing strategy in a situation in which there is imperfect market information. Geographic Setting: China; Hong Kong Industry Setting: Consumer products Company Size: large Subjects: Agriculture; China; Market entry; Marketing strategy; Pricing Length: 18p Supplementary Materials: Teaching Note, (898A22), 13p, by Tom Gleave BH036 Title: Changing Channels: The Impact of the Internet on Distribution Strategy Author(s): Pitt, Leyland F.; Berthon, Pierre R.; Berthon, Jean-Paul Publication Date: 03/15/1999 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: A new medium--the Internet and World Wide Web--is changing distribution channels like no other force since the Industrial Revolution. It is modifying many of the assumptions on which channel structure is based, and in some cases it is transforming and even obliterating channels themselves. As a result, many intermediaries will die out, while new channels and intermediaries will take their place. There are three essential purposes of distribution channels: to support economies of scope, to routinize transactions, and to search for information essential to both producer and consumer. However, the Internet and Web have brought about the death of distance, the homogenization of time, and the irrelevance of location. A matrix model of these developments, arrayed versus distribution channel functions, provides a guide to identifying which traditional channels will either undergo transformation or perish and where new
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channels will emerge. The matrix model suggests how existing firms and entrepreneurs can perform their distribution functions more efficiently. It enables identification of competitors poised to use the media to change the rules of the marketplace. Finally, it helps managers brainstorm ways in which an existing industry can be vulnerable and a totally new one defined. Subjects: Distribution; Distribution channels; Distribution planning; Internet; Marketing strategy; World Wide Web Length: 10p 994020 Title: Changing Corporate Identity: The Case of a Regional Hospital Author(s): Bruce, Margaret Publication Date: 01/01/1994 Product Type: Case (Field) Publisher: Design Management Institute Abstract: Facing competitive pressure from local health care suppliers and a shift in patient demand, the hospital's executive management team develops a strategic plan to reposition the hospital, including investment in new technology and upgraded facilities to attract leadingedge physicians and nursing staff. As part of this plan, they hire design consultants to create a new corporate identity for the hospital. This case examines this complex project, focusing on the relationship between marketing and design as they work through the renaming of the hospital, the creation of a new identity to satisfy the various publics served by the hospital, and implementation of a communications plan. Geographic Setting: Columbus, IN Industry Setting: Health care industry Number of Employees: 1,500 Gross Revenues: $100 million revenues Subjects: Communication strategy; Cross functional management; Design management; Growth strategy; Hospital administration; Market research; Product positioning Length: 16p Supplementary Materials: Supplement (Field), (994021), 2p, by Margaret Bruce; Teaching Note, (994022), 2p, by Margaret Bruce 994021 Title: Changing Corporate Identity: The Case of a Regional Hospital, Epilogue Author(s): Bruce, Margaret Publication Date: 01/01/1994 Product Type: Supplement (Field) Publisher: Design Management Institute Abstract: Follows the implementation of the corporate identity. Must be used with: (994020) Changing Corporate Identity: The Case of a Regional Hospital. Industry Setting: Hospital administration Subjects: Communication strategy; Cross functional management; Design management; Growth strategy; Hospital administration; Market research; Product positioning Length: 2p Supplementary Materials: Teaching Note, (994022), 2p, by Margaret Bruce 590045 Title: Channel Management Author(s): Cespedes, Frank V. Publication Date: 10/26/1989 Revision Date: 11/16/2006 Product Type: Note Abstract: Written as an introduction to a module concerning channel management for the second-year MBA elective in Marketing Implementation. Discusses: 1) reasons for the growth of multichannel systems in marketing efforts, 2) key components and choices in channel management, 3) major factors that affect producer-reseller relations, and 4) a framework for analyzing common trade-offs between control and resources in most distribution systems. Subjects: Distribution channels; Industrial markets; Marketing organization; Marketing strategy; Sales management Length: 10p 801158 Title: Chapters.ca Author(s): Roberts, Michael J.; Lal, Rajiv; Salmon, Walter J. Publication Date: 09/20/2000 Revision Date: 07/10/2001 Product Type: Case (Field) Abstract: Describes the challenges facing the online site associated with Canada's largest bricks-and-mortar bookseller. Presents a variety of lenses for examining the economic model of the online versus traditional book-selling business, and asks students to identify the marketing levers that can drive the business model. Geographic Setting: Canada Industry Setting: Retail industry Number of Employees: 50 Gross Revenues: $2 million revenues Subjects: Canada; Electronic commerce; Marketing management; Retailing Length: 25p F0709D Title: Charge What Your Products Are Worth Author(s): Bala, Venkatesh; Green,
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Jason Publication Date: 09/01/2007 Product Type: Harvard Business Review Article Abstract: For customers, value has two components: benefits received and price paid. After gauging their customers' perceptions of value, managers can plot a simple chart that reveals any misalignment and use it to balance the benefit-price equation. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2007 509702 Title: Charles Schwab & Co. "Talk to Chuck" Advertising Campaign Ad Clips, Video Supplement (VHS) Author(s): Quelch, John A. Publication Date: 08/29/2008 Product Type: Video Abstract: A series of advertising clips that were prepared for television advertising to accompany the "Talk to Chuck" advertising campaign of Charles Schwab and Co. Must be used with: (507005) Charles Schwab & Co., Inc.: The "Talk to Chuck" Advertising Campaign. May be used with: (509701) Charles Schwab & Co., "Talk to Chuck" Advertising Campaign Ad Clips, Video Supplement (DVD). Geographic Setting: United States Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 4 min List Price: $150.00 Supplementary Materials: Teaching Note, (508064), 9p, by John A. Quelch 509701 Title: Charles Schwab & Co., "Talk to Chuck" Advertising Campaign Ad Clips, Video Supplement (DVD) Author(s): Quelch, John A. Publication Date: 08/29/2008 Product Type: Video Abstract: A series of advertising clips that were prepared for television advertising to accompany the "Talk to Chuck" advertising campaign of Charles Schwab and Co. Must be used with: (507005) Charles Schwab & Co., Inc.: The "Talk to Chuck" Advertising Campaign. May be used with: (509702) Charles Schwab & Co. "Talk to Chuck" Advertising Campaign Ad Clips, Video Supplement (VHS). Geographic Setting: United States Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 4 min
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List Price: $150.00 Supplementary Materials: Teaching Note, (508064), 9p, by John A. Quelch 507005 Title: Charles Schwab & Co., Inc.: The "Talk to Chuck" Advertising Campaign Author(s): Quelch, John A.; Winig, Laura Publication Date: 01/16/2007 Revision Date: 01/11/2008 Product Type: Case (Field) Abstract: Schwab management is evaluating the success of the recently launched "Talk to Chuck" advertising campaign. This campaign aims to differentiate Schwab in the cluttered financial services marketplace. Test market results facilitate discussion of advertising objectives, message strategy, media selection, and performance measures. Geographic Setting: United States Industry Setting: Financial services Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 18p Supplementary Materials: Teaching Note, (508064), 9p, by John A. Quelch; Video, (509701), 4 min, by John A. Quelch; Video, (509702), 4 min, by John A. Quelch; Video, (9-509-703), 11 min, by John A. Quelch; Video, (9-509-704), 11 min, by John A. Quelch Year New: 2007 502020 Title: Charles Schwab Corp.: Introducing a New Brand Author(s): Lal, Rajiv; Kiron, David Publication Date: 11/26/2001 Product Type: Case (Field) Abstract: As the financial services industry converges, how should Charles Schwab, widely known as a discount brokerage firm, position its brand? This case presents elements of the company's overall brand strategy-including brand assets, choice of target audience, and media message. Geographic Setting: San Francisco, CA Industry Setting: Financial services Gross Revenues: $5.8 billion revenues Subjects: Advertising campaigns; Advertising strategy; Brand management; Communication strategy; Customer service; Financial services; Marketing planning; Marketing strategy Length: 27p NEW 590024 Title: Charlestown Chemical, Inc. Author(s): Corey, E. Raymond Publication Date: 08/09/1989 Revision Date: 10/04/1989 Product Type: Case (Field) Abstract: Involves price negotiation and reciprocity. A rewritten version of a case by W.B. England and J. Landendorf. Geographic Setting: Southeastern United States Industry Setting: Chemical industry Subjects: Chemicals; Negotiations; Pricing; Purchasing; Suppliers Length: 6p Supplementary Materials: Teaching Note, (590025), 5p, by E. Raymond Corey 502012 Title: Charmed Technology Author(s): Moon, Youngme Publication Date: 08/31/2001 Product Type: Color Case Abstract: Charmed Technology, a California start-up known primarily for its high-profile fashion shows featuring "wearable" computers, has just released its first product. The "CharmIT" is being billed as the world's first affordable, wearable computer for consumers. The key issue facing the company is whether it is time to begin expending greater marketing resources to build a customer base for the CharmIT. The company has no marketing team. Indeed, it doesn't even have a VP of marketing or sales yet. However, if Charmed decides to hire a marketing team, it will have to fire a significant number of engineers because of budgetary constraints. Given that the CharmIT is still a first-generation product, CEO Alex Lightman is unsure whether this makes sense. Includes color exhibits. Geographic Setting: California Industry Setting: Computer industry Company Size: start-up Number of Employees: 50 Subjects: Innovation; New product marketing; Product introduction; Technology Length: 23p 593049 Title: Charoen Pokphand Group Author(s): Goldberg, Ray A.; Willis, Vincent N. Publication Date: 11/30/1992 Revision Date: 03/06/1995 Product Type: Case (Field) Abstract: A successful agribusiness (poultry and feed) company in Thailand plans to adopt a model for all of Asia, especially China. Provides students with the perspective of transfering agribusiness technology from one country to another. Geographic Setting: Asia Industry Setting: Poultry & egg production Subjects: Agribusiness; China; Expansion; International marketing;
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590084 Title: Chase Manhattan Bank (A) Author(s): Shapiro, Benson P.; Jarvie PA Publication Date: 03/09/1990 Revision Date: 04/22/1991 Product Type: Case (Field) Abstract: Part of a case series concerning the Chase Manhattan Bank's approach to Spain. The bank is very large with a broad, complex product line. It is organized by products and market types. Thus, it is difficult for the Chase to develop and execute a coherent strategy in a geographical area. The series explores the jurisdictional difficulties in mobilizing the Chase's strength. This case introduces Spain and its market opportunities as well as the Chase. Geographic Setting: Spain; Global Industry Setting: Commercial banking Company Size: large Gross Revenues: $97 billion assets Subjects: Commercial banking; Customer relations; Europe; Interdepartmental relations; International banking; International business; Product lines Length: 24p Supplementary Materials: Supplement (Field), (590085), 20p, by Benson P. Shapiro, ; Supplement (Library), (590094), 7p, by Benson P. Shapiro, 590085 Title: Chase Manhattan Bank (B) Author(s): Shapiro, Benson P.; Jarvie PA Publication Date: 03/09/1990 Revision Date: 04/09/1991 Product Type: Supplement (Field) Abstract: Provides market and competitive data on the Spanish financial services market. Must be used with: (590084) Chase Manhattan Bank (A). Geographic Setting: Europe Industry Setting: Commercial banking; Banking industry Subjects: Commercial banking; Customer relations; Europe; Interdepartmental relations; International banking; International business; Product lines Length: 20p Supplementary Materials: Supplement (Library), (590094), 7p, by Benson P. Shapiro, 590086 Title: Chase Manhattan Bank (C): The Individual Bank Author(s): Shapiro, Benson P.; Jarvie PA Publication Date: 03/09/1990 Revision Date: 04/09/1991
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Product Type: Case (Field) Abstract: Part of a case series concerning the Chase Manhattan Bank's approach to Spain. This case describes the Individual Bank, a worldwide Chase organization that markets to individual consumers and small businesses. Presents the bank's products and services, and its approach to Spain. Also explores the critical issues facing the Individual Bank management responsible for Spain including a branch expansion and the development of new products. Geographic Setting: Spain; Global Industry Setting: Commercial banking Company Size: large Gross Revenues: $97 billion assets Subjects: Commercial banking; Customer relations; Europe; Interdepartmental relations; International banking; International business; Product lines Length: 20p Supplementary Materials: Supplement (Field), (590091), 4p, by Benson P. Shapiro, ; Supplement (Field), (590092), 5p, by Benson P. Shapiro, ; Supplement (Library), (590094), 7p, by Benson P. Shapiro, 590087 Title: Chase Manhattan Bank (D): The Global Bank Author(s): Shapiro, Benson P.; Jarvie PA Publication Date: 03/09/1990 Revision Date: 04/09/1991 Product Type: Case (Field) Abstract: Part of a series concerning the Chase Manhattan Bank's approach to Spain. This case describes the Global Bank, a worldwide Chase organization that markets to larger corporations. Presents the Global Bank's history and position in Spain and its marketing approach there including a description of products and services offered. There is also an explanation of the pressing issues on the minds of those responsible for the Global Bank in Spain including its relationships to the Individual Bank in Spain. Geographic Setting: Spain; Global Industry Setting: Commercial banking Company Size: large Gross Revenues: $97 billion assets Subjects: Commercial banking; Customer relations; Europe; Interdepartmental relations; International banking; International business; Product lines Length: 15p Supplementary Materials: Supplement (Field), (590093), 2p, by Benson P. Shapiro, ; Supplement (Library), (590094), 7p, by Benson P. Shapiro, 590088 Title: Chase Manhattan Bank (E): The Institutional Bank Author(s): Shapiro, Benson P.; Jarvie PA Publication Date: 03/09/1990 Product Type: Case (Field) Abstract: Part of a series concerning the Chase Manhattan Bank's approach to Spain. This case deals with the Institutional Bank, a worldwide Chase organization that markets specific products, often information and computer intensive, to selected market segments such as other banks and insurance companies, Explains the Institutional Bank products and opportunities in Spain. An important part of the case focuses on its relationships with Chase's Individual and Global Banks. Geographic Setting: Spain; Global Industry Setting: Commercial banking Company Size: large Gross Revenues: $97 billion assets Subjects: Commercial banking; Customer relations; Europe; Interdepartmental relations; International banking; International business; Product lines Length: 16p Supplementary Materials: Supplement (Field), (590090), 3p, by Benson P. Shapiro, ; Supplement (Library), (590094), 7p, by Benson P. Shapiro, 590089 Title: Chase Manhattan Bank (F): Integration Issues Author(s): Shapiro, Benson P.; Jarvie PA Publication Date: 03/09/1990 Product Type: Case (Field) Abstract: Part of a case series concerning the Chase Manhattan Bank's approach to Spain. It builds upon the first five cases and focuses on the issues related to integrating the three (Individual, Global, and Institutional) Chase worldwide banks. The key integration issues are Chase's overall image in Spain, the lack of a single direction in key market segments, internal barriers to cooperation, and communication across lines of business. Geographic Setting: Spain; Global Industry Setting: Commercial banking Company Size: large Gross Revenues: $97 billion assets Subjects: Commercial banking; Customer relations; Europe; Interdepartmental relations; International banking; International business; Product lines Length: 8p Supplementary Materials: Supplement (Library), (590094), 7p, by Benson P.
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590090 Title: Chase Manhattan Bank (G): International Institutional Sales Author(s): Shapiro, Benson P.; Jarvie PA Publication Date: 03/09/1990 Revision Date: 03/02/1990 Product Type: Supplement (Field) Abstract: The core issue is the number of Chase salespeople representing the different Chase product/market organizations that call on Spanish customers. This contrasts with the desire of some customers to have an institutional relationship with their bank. Must be used with: (590088) Chase Manhattan Bank (E): The Institutional Bank. Geographic Setting: Europe Industry Setting: Commercial banking; Banking industry Subjects: Commercial banking; Customer relations; Europe; Interdepartmental relations; International banking; International business; Product lines Length: 3p Supplementary Materials: Supplement (Library), (590094), 7p, by Benson P. Shapiro, 590091 Title: Chase Manhattan Bank (H): International Individual Bank Author(s): Shapiro, Benson P.; Jarvie PA Publication Date: 03/09/1990 Revision Date: 05/25/1990 Product Type: Supplement (Field) Abstract: Focuses on several important cross-jurisdictional integration issues such as internal Chase competition for distribution channels for sophisicated financial services, and internal Chase competition for the small to medium sized ("middle market") commercial customers. Must be used with: (590086) Chase Manhattan Bank (C): The Individual Bank. Geographic Setting: Europe Industry Setting: Commercial banking; Banking industry Subjects: Commercial banking; Customer relations; Europe; Interdepartmental relations; International banking; International business; Product lines Length: 4p Supplementary Materials: Supplement (Library), (590094), 7p, by Benson P. Shapiro, 590092 Title: Chase Manhattan Bank (I): Luxembourg Unit Trusts Author(s): Shapiro, Benson P.; Jarvie
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PA Publication Date: 03/09/1990 Revision Date: 03/02/1990 Product Type: Supplement (Field) Abstract: Focuses on the marketing and transfer price issues in selling unit trusts (like mutual funds) into Spain. The decision maker is a London based product development manager. Must be used with: (590086) Chase Manhattan Bank (C): The Individual Bank. Geographic Setting: Europe Industry Setting: Commercial banking; Banking industry Subjects: Commercial banking; Customer relations; Europe; Interdepartmental relations; International banking; International business; Product lines Length: 5p Supplementary Materials: Supplement (Library), (590094), 7p, by Benson P. Shapiro, 590093 Title: Chase Manhattan Bank (J): European Corporate Finance Author(s): Shapiro, Benson P.; Jarvie PA Publication Date: 03/09/1990 Revision Date: 03/02/1990 Product Type: Supplement (Field) Abstract: Deals with the conflicting pulls on a European corporate finance executive in trying to fill the needs of his many internal and external constituencies. Must be used with: (590087) Chase Manhattan Bank (D): The Global Bank. Geographic Setting: Europe Industry Setting: Commercial banking; Banking industry Subjects: Commercial banking; Customer relations; Europe; Interdepartmental relations; International banking; International business; Product lines Length: 2p Supplementary Materials: Supplement (Library), (590094), 7p, by Benson P. Shapiro, 590094 Title: Chase Manhattan Bank (K): List of Characters Author(s): Shapiro, Benson P.; Jarvie PA Publication Date: 03/09/1990 Revision Date: 09/14/1990 Product Type: Supplement (Library) Abstract: Provides a list of the case characters and their reporting relationships. Must be used with: (590092) Chase Manhattan Bank (I): Luxembourg Unit Trusts; (590093) Chase Manhattan Bank (J): European Corporate Finance; (590087) Chase Manhattan Bank (D): The Global Bank; (590086) Chase Manhattan Bank (C): The Individual Bank; (590088) Chase Manhattan Bank (E): The Institutional Bank; (590091) Chase Manhattan Bank (H): International Individual Bank; (590089) Chase Manhattan Bank (F): Integration Issues; (590090) Chase Manhattan Bank (G): International Institutional Sales; (590084) Chase Manhattan Bank (A); (590085) Chase Manhattan Bank (B). Geographic Setting: Europe Industry Setting: Commercial banking; Banking industry Subjects: Commercial banking; Customer relations; Europe; Interdepartmental relations; International banking; International business; Product lines Length: 7p 584089 Title: Chemical Bank: The Pronto System Author(s): Quelch, John A. Publication Date: 03/22/1984 Revision Date: 11/30/1988 Product Type: Case (Field) Abstract: Two Chemical Bank vice presidents are reviewing the marketing of the Pronto Home Banking System. One is responsible for licensing use of the Pronto software to other U.S. banks. The second is responsible for formulating and executing the commercial introduction of the Pronto System in New York City. Geographic Setting: United States Industry Setting: Banking industry Company Size: large Gross Revenues: $50 billion assets Subjects: Advertising; Computer systems; Consumer marketing; Financial services; Marketing planning; New product marketing; Product planning & policy Length: 19p Supplementary Materials: Teaching Note, (585098), 15p, by John A. Quelch IES030 Title: Chemical Labour Grouping, European Economic Interest Grouping (CLG, EEIG) Author(s): Renart, Lluis G.; Pares, Francisco Publication Date: 01/01/1990 Revision Date: 04/01/1994 Product Type: Case (Field) Publisher: IESE Business School Abstract: On March 13, 1990, the first Chemical Labour Grouping [Agrupacion Europea de Interes Economico (AEIE)] was established in Spain. It was formed by four paint manufacturers: Spanish, French, German, and British. Its principal target market were automobile manufacturers and it competed with
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large multinational paint manufacturers. This case describes AEIE's management and the situation and perspectives just after its conception. While it appears that, thanks to AEIE, some important strategic objectives have already been achieved for its members, the future seems quite uncertain. There are notable opportunities but serious dangers and difficulties as well on the horizon of the Europe of 1993. How can the best action plan be determined? Geographic Setting: Europe Industry Setting: Automotive industry; Chemical industry Subjects: Automobile industry; Chemicals; Competition; EC single market; Europe; International marketing; Joint ventures; Management of crises; Marketing management Length: 28p Supplementary Materials: Teaching Note, (IES031), 11p, by Lluis G. Renart 504S07 Title: Chesebrough-Pond's, Inc.: Vaseline Petroleum Jelly, Spanish Version Author(s): Quelch, John A. Publication Date: 05/01/1981 Revision Date: 12/01/1992 Product Type: LACC Case Abstract: The product manager for Vaseline Petroleum Jelly has to prepare the 1978 brand budget and determine expenditure levels for advertising, trade promotion, and consumer promotion. Geographic Setting: United States Industry Setting: Personal care products Gross Revenues: $700 million revenues Subjects: Advertising; Communication strategy; Consumer goods; Consumer marketing; Marketing planning; Marketing strategy; Product management; Sales promotions Length: 22p 581047 Title: Chesebrough-Pond's, Inc.: Vaseline Petroleum Jelly Author(s): Quelch, John A.; Merliss, Penny Pittman Publication Date: 05/01/1981 Revision Date: 12/01/1992 Product Type: Case (Field) Abstract: The product manager for Vaseline Petroleum Jelly has to prepare the 1978 brand budget and determine expenditure levels for advertising, trade promotion, and consumer promotion. Geographic Setting: United States Industry Setting: Personal care products Gross Revenues: $700 million revenues Subjects: Advertising; Communication
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strategy; Consumer goods; Consumer marketing; Marketing planning; Marketing strategy; Product management; Sales promotions Length: 22p Supplementary Materials: Teaching Note, (583016), 24p, by John A. Quelch 591005 Title: Chevron Corp.: Corporate Image Advertising Author(s): Quelch, John A. Publication Date: 03/21/1991 Revision Date: 06/04/1993 Product Type: Case (Field) Abstract: Describes a series of advertising research studies conducted by Chevron to monitor the effectiveness of its corporate advertising. Specific research approaches covered include the McCollum-Spielman and Communications Techniques. The Vals Typology developed by Stanford Research Institute is used in specifying target markets. Geographic Setting: United States Industry Setting: Petroleum industry Company Size: Fortune 500 Gross Revenues: $32 billion revenues Subjects: Advertising; Market research; Petroleum; Polls & surveys Length: 17p Supplementary Materials: Teaching Note, (591141), 5p, by John A. Quelch, Elisa M. Palter 582053 Title: Child World, Inc. Author(s): Takeuchi, Hirotaka; Merliss, Penny Pittman Publication Date: 11/12/1981 Revision Date: 07/01/1986 Product Type: Case (Field) Abstract: Child World, a chain of toy supermarkets, was acquired by Cole National, a chain of specialty stores, in early 1981. John Chase was appointed president of Child World, which faces a myriad of problems. He needs to identify which problems to tackle first (most likely stockout problems and pricing strategy) and, at the same time, develop an overall marketing strategy for the company. Geographic Setting: Boston, MA Industry Setting: Toy industry; Retail industry Gross Revenues: $179 million revenues Subjects: Acquisitions; Corporate strategy; Information systems; Inventory management; Retailing; Toy industry Length: 29p 581073 Title: Chipman-Union, Inc.: Odor-Eaters Socks Author(s): Quelch, John A.; Merliss, Penny Pittman Publication Date: 07/01/1981 Revision Date: 10/28/1992 Product Type: Case (Field) Abstract: The company is considering whether or not to introduce a branded line of men's athletic socks. Considers a preliminary marketing program, including supermarket and drug store distribution. Geographic Setting: United States Industry Setting: Hosiery Gross Revenues: $20 million revenues Subjects: Brands; Clothing; Communication strategy; Distribution planning; Marketing planning; New product marketing; Product planning & policy Length: 14p Supplementary Materials: Teaching Note, (583013), 15p, by John A. Quelch; Case Video, (882548), 10 min, by John A. Quelch 882548 Title: Chipman-Union, Inc.: Odor-Eaters Socks (Hagen Interview), Video Author(s): Quelch, John A. Publication Date: 06/01/1982 Product Type: Case Video Abstract: The vice president for sales describes the decisions made in response to problems in the case, in which the company is considering the introduction of a branded line of men's athletic socks. Must be used with: (581073) Chipman-Union, Inc.: OdorEaters Socks. Industry Setting: Apparel industry Subjects: Clothing; Communication strategy; Distribution planning; Marketing planning; New product marketing; Product planning & policy Length: 10 min List Price: $150.00 566005 Title: Chipmunk Peanut Butter (A) Author(s): Sultan, Ralph G.M. Publication Date: 04/01/1966 Revision Date: 06/01/1972 Product Type: Case (Field) Abstract: Describes a meeting of the marketing committee to consider a proposal for a new package in view of the competitive situation. Also describes test marketing and the use of the PERT system to determine a production schedule. Geographic Setting: United States Industry Setting: Food industry Event Year Start: 1966 Event Year End: 1966 Subjects: Advertising; Food; Information systems; Market research; Operations research; Packaging; Test markets Length: 34p
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589093 Title: Chloride Lighting: Strategies for Emergency Lighting in Europe Author(s): Buzzell, Robert D.; Hiller, Tammy Bunn Publication Date: 03/02/1989 Product Type: Case (Field) Abstract: Chloride Lighting, a strategic business unit of Chloride Group PLC, manufactured and marketed emergency lighting fixtures in the United States and United Kingdom. In late 1988 they were exploring possible approaches to marketing in the EEC in light of the market integration process that was scheduled to be completed in 1992. Geographic Setting: Europe; United States Industry Setting: Lighting & lamp Company Size: mid-size Gross Revenues: $100 MN (division) Subjects: EC single market; International marketing; Marketing strategy Length: 27p 9-508-052 Title: Chocolates El Rey Author(s): Deshpande, Rohit; Herrero, Gustavo; Cuellar, Regina Garcia Publication Date: 01/04/2008 Revision Date: 03/07/2008 Product Type: Case (Compilation) Abstract: In late November 2006, Jorge Redmond, CEO of Chocolates El Rey, called a meeting with senior management to discuss the company's growth strategy. A relatively small firm with sales of around $14 million, El Rey produced top quality chocolate made with single origin Venezuelan cocoa beans. The firm sold its chocolates in four different segments--food services, industry, retail and beverages--and exported 17% of its production, mostly to the United States, Europe, and Japan. El Rey needed to grow, but Redmond wondered how to achieve growth and how to market the "El Rey" brand to its different target segments and international markets. With only 0.5% of the cocoa's world production, was it worth the effort to try and establish a country-of-origin image for Venezuelan chocolate? If so, how could El Rey go about it? Industry Setting: Chocolate industry Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 20p Year New: 2008 7854BC Title: Choice: UBU (You Be You)--How Choice Operates in Consumer and Political Marketplaces
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Author(s): Quelch, John A.; Jocz, Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: Choice is an integral part of life--linking with desire, identity, power, and rationality. It also comes with burdens, sometimes becoming too much of a good thing for both consumers and marketers. The dynamism of market economies has worked so well that consumers must choose among a relentlessly expanding number of options. In contrast, the political marketplace offers a relatively limited range of options, and citizens may or may not obtain outcomes that accord with their preferences. Nevertheless, choice is essential to representative democracies. Subjects: NO SUBJECTS(KEYWORDS) Length: 26p List Price: $6.95 SMR157 Title: Choosing the Right Green Marketing Strategy Author(s): Ginsberg, Jill Meredith; Bloom, Paul N. Publication Date: 10/01/2004 Product Type: SMR Article Abstract: Green marketing has not lived up to the hopes and dreams of many managers and activists. Although public opinion polls consistently show that consumers would prefer to choose a green product over one that is less friendly to the environment when all other things are equal, those "other things" are rarely equal in the minds of consumers. For example, when consumers are forced to make trade-offs between product attributes or helping the environment, the environment almost never wins. And hopes for green products also have been hurt by the perception that such products are of lower quality or don't really deliver on their environmental promises. And, yet, the news isn't all bad, as the growing number of people willing to pay a premium for green products--from organic foods to energy-efficient appliances--attests. How, then, should companies handle these issues? They must always keep in mind that consumers are unlikely to compromise on traditional product attributes, such as convenience, availability, price, quality, and performance. It's even more important to realize, however, that there is no single green marketing strategy that is right for every company. The authors suggest that companies should follow one of four strategies, depending on market and competitive conditions, from the relatively passive and silent "lean green" approach to the more aggressive and visible "extreme green" approach--with "defensive green" and "shaded green" in between. Subjects: Environmental protection; Ethics; Marketing implementation; Marketing management; Marketing strategy; Public policy Length: 8p Year New: 2004 595074 Title: Choreographing a Case Class Author(s): Rangan, V. Kasturi Publication Date: 01/31/1995 Revision Date: 04/19/1996 Product Type: Note Abstract: Compares four different approaches to case teaching: lecturing, theorizing, illustrating, and choreographing a case. Argues the advantages of the "choreography" method from the point of view of students' learning. Concludes with a description of that method and some tips on how to use it. Subjects: Case method; Teaching methods Length: 6p 503085 Title: Cipla Author(s): Deshpande, Rohit; Winig, Laura Publication Date: 06/23/2003 Revision Date: 05/10/2006 Product Type: Case (Field) Abstract: The head of Cipla, a $325million-dollar Indian pharmaceutical company and seller of low-cost AIDS drugs to South Africa, must decide what to do about Cipla's future. With India poised to enforce international patents in only two years, much of Cipla's product line could become unsaleable (given that it is based on product patents protected in industrialized countries). Describes Cipla's role in forcing global pharmaceutical companies to lower their prices for AIDS drugs. Geographic Setting: India Industry Setting: Pharmaceutical industry Gross Revenues: $325 million revenues Event Year Start: 2003 Event Year End: 2003 Subjects: Corporate responsibility; Ethics; India; Patents; Pharmaceuticals industry; Pricing; Product lines Length: 21p Supplementary Materials: Teaching Note, (307021), 14p, by Rohit Deshpande, Aldo Sesia Jr.; Case Video, (507705), 7 min, by Rohit Deshpande; Case Video, (507706), 7 min, by Rohit Deshpande; Case Video, Streaming, (1278-9), 7 min, by Rohit Deshpande
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9-507-P03 Title: Cipla, Portuguese Version Author(s): Deshpande, Rohit; Winig, Laura Publication Date: 06/23/2003 Revision Date: 05/10/2006 Product Type: LACC Case Abstract: The head of Cipla, a $325million-dollar Indian pharmaceutical company and seller of low-cost AIDS drugs to South Africa, must decide what to do about Cipla's future. With India poised to enforce international patents in only two years, much of Cipla's product line could become unsaleable (given that it is based on product patents protected in industrialized countries). Describes Cipla's role in forcing global pharmaceutical companies to lower their prices for AIDS drugs. Geographic Setting: India Industry Setting: Pharmaceutical industry Gross Revenues: $325 million revenues Event Year Start: 2003 Event Year End: 2003 Subjects: NO SUBJECTS(KEYWORDS) Length: 22p 304052 Title: Circle Gastroenterology Products (A) Author(s): Herzlinger, Regina E.; Weber, James B. Publication Date: 11/05/2003 Revision Date: 09/15/2008 Product Type: Case (Field) Abstract: A new, minimally invasive medical device has achieved only onethird of its budget. Was the problem one of marketing strategy, sales, reimbursement, and/or clinical trials? Geographic Setting: United States Industry Setting: Medical equipment & device industry Number of Employees: 700 Gross Revenues: $80 million revenues Event Year End: 2003 Subjects: Global Research Group; Health care; Health insurance; Marketing strategy; Medical supplies; Product development; Product introduction; Regulation Length: 20p Supplementary Materials: Supplement (Field), (304053), 2p, by Regina E. Herzlinger, James B. Weber Year New: 2004 304053 Title: Circle Gastroenterology Products (B) Author(s): Herzlinger, Regina E.; Weber, James B.
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Publication Date: 11/05/2003 Revision Date: 01/02/2008 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (304052) Circle Gastroenterology Products (A). Industry Setting: Health care industry; Health insurance; Medical supplies Subjects: Global Research Group; Health care; Health insurance; Marketing strategy; Medical supplies; Product development; Product introduction; Regulation Length: 2p Year New: 2004 505006 Title: Cisco Systems: Managing the Go-to-Market Evolution Author(s): Rangan, V. Kasturi Publication Date: 03/24/2005 Revision Date: 05/18/2006 Product Type: Case (Field) Abstract: With the collapse of the dotcom market and related shrinkage in the high-tech industry, Cisco took a dip in its sales and profits in 2001. Coming back from the recession, Cisco had to manage and evolve its go-to-market strategy and design in keeping with its new business strategy. Describes those changes and poses new channel management challenges in light of Cisco's entry into new markets and technologies. Geographic Setting: United States Gross Revenues: $18 billion revenues Event Year Start: 2004 Event Year End: 2004 Subjects: Distribution channels; Market entry; Marketing strategy Length: 20p Supplementary Materials: Teaching Note, (506065), 14p, by V. Kasturi Rangan Year New: 2005 595522 Title: Citibank Credit Card: Commercials from the Asian-Pacific Region, India--1993, Video (DVD) Author(s): Rangan, V. Kasturi Publication Date: 06/01/1995 Product Type: Case Video, DVD Abstract: Presents the launch advertisements in four Asia Pacific countries. Must be used with: (595026) Citibank: Launching the Credit Card in Asia Pacific (A). Geographic Setting: Asia Subjects: NO SUBJECTS(KEYWORDS) Length: 8 min Year New: 2005 595523 Title: Citibank Credit Card: Commercials from the Asian-Pacific Region, India--1993, Video Author(s): Rangan, V. Kasturi Publication Date: 06/01/1995 Product Type: Case Video Abstract: Presents the launch advertisments in four Asia Pacific countries. Must be used with: (595026) Citibank: Launching the Credit Card in Asia Pacific (A); (595027) Citibank: Launching the Credit Card in Asia Pacific (B). Geographic Setting: Asia Subjects: Asia; Consumer credit; International marketing; Marketing strategy; Pricing; Product introduction; Product positioning; Service management Length: 8 min List Price: $150.00 503S47 Title: Citibank: Launching the Credit Card in Asia Pacific (A), Spanish Version Author(s): Rangan, V. Kasturi Publication Date: 09/12/1994 Revision Date: 10/02/2002 Product Type: LACC Case Abstract: Consumer Bank pondered the possibilities of launching a credit card in the Asia Pacific region. The bank's New York headquarters, and several of its country managers in the region, were not enthusiastic. But others were supportive because of the opportunity to expand the bank's customer base from the limited branch expansion allowed by local law. Students will make a decision, and if a "go" decision is made, they will work out a comprehensive launch plan. Geographic Setting: Singapore Industry Setting: Banking industry Gross Revenues: $200 million revenues Subjects: Asia; Consumer credit; International marketing; Marketing strategy; Pricing; Product introduction; Product positioning; Service management Length: 28p 595026 Title: Citibank: Launching the Credit Card in Asia Pacific (A) Author(s): Rangan, V. Kasturi Publication Date: 09/12/1994 Revision Date: 10/02/2002 Product Type: Case (Field) Abstract: Consumer Bank pondered the possibilities of launching a credit card in the Asia Pacific region. The bank's New York headquarters, and several of its country managers in the region, were not enthusiastic. But others were supportive because of the opportunity to expand the bank's customer base from the limited branch expansion allowed by local law. Students make a decision, and if a "go" decision is made, they work out
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a comprehensive launch plan. Geographic Setting: Singapore Industry Setting: Banking industry Gross Revenues: $200 million revenues Subjects: Asia; Consumer credit; International marketing; Marketing strategy; Pricing; Product introduction; Product positioning; Service management Length: 25p Supplementary Materials: Supplement (Field), (595027), 4p, by V. Kasturi Rangan; Teaching Note, (595104), 14p, by V. Kasturi Rangan, Marie Bell; Case Video, (595523), 8 min, by V. Kasturi Rangan; Case Video, DVD, (595522), 8 min, by V. Kasturi Rangan BESTSELLER 9-508-S05 Title: Citibank: Launching the Credit Card in Asia Pacific (B), Spanish Version Author(s): Rangan, V. Kasturi Publication Date: 09/12/1994 Revision Date: 03/21/1995 Product Type: LACC Supplement Abstract: Documents the decision taken by Citibank managers in 1989 regarding a new product. Geographic Setting: Asia Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2007 595027 Title: Citibank: Launching the Credit Card in Asia Pacific (B) Author(s): Rangan, V. Kasturi Publication Date: 09/12/1994 Revision Date: 03/21/1995 Product Type: Supplement (Field) Abstract: Documents the decision taken by Citibank managers in 1989 regarding a new product. Must be used with: (595026) Citibank: Launching the Credit Card in Asia Pacific (A). Geographic Setting: Asia Subjects: Asia; Consumer credit; International marketing; Marketing strategy; Pricing; Product introduction; Product positioning; Service management Length: 4p Supplementary Materials: Case Video, (595523), 8 min, by V. Kasturi Rangan 584016 Title: Citibank: Marketing to Multinational Customers Author(s): Buzzell, Robert D. Publication Date: 05/24/1984 Revision Date: 01/11/1985 Product Type: Case (Field) Abstract: Describes Citibank's organization structure and performance measurement systems for managing
Marketing
global account relationships. Major organization changes were made in 1974 and 1980. In 1984, some executives are concerned about inadequate attention being given to multinational corporate accounts. Industry Setting: Commercial banking; Banking industry Subjects: Commercial banking; Industrial markets; International banking; International marketing; Marketing organization; Multinational corporations; Strategic market planning Length: 30p Supplementary Materials: Teaching Note, (587173), 13p, by Robert D. Buzzell 9-508-010 Title: Citigroup: Re-Branding in 2007 (A) Author(s): Deshpande, Rohit; Knoop, Carin-Isabel Publication Date: 02/28/2008 Product Type: Case (Field) Abstract: With its history of growth through acquisition, Citigroup has a conglomeration of sub-brands that need to be integrated and rationalized. Ajay Banga, CEO of Citi's Global Consumer Group International, chairs a task force to work through the process of rebranding the entire Citi house of brands while maintaining a focus on being focused on customers. The case describes the history of branding and rebranding at Citigroup at a time of increasing global competition in financial services. Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 25p Year New: 2008 9-508-011 Title: Citigroup: Re-Branding in 2007 (B) Author(s): Deshpande, Rohit; Knoop, Carin-Isabel Publication Date: 03/03/2008 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2008 578177 Title: City of Dallas Author(s): Lovelock, Christopher H. Publication Date: 04/01/1978 Revision Date: 01/01/1983 Product Type: Case (Library) Abstract: The city manager of Dallas wonders how to improve citizen compliance with ordinances related to litter control, stray animals, high weeds, junk autos, and control of mosquitoes and rats. Possible approaches include higher fines for violations, more frequent inspections, or communications campaign emphasizing voluntary compliance. Exhibits (8p) include, for each of 33 "neighborhoods," demographic data, violations by category, and citizen perceptions of problem areas. Geographic Setting: Dallas, TX Industry Setting: Government & regulatory Subjects: Communication strategy; Consumer behavior; Local government; Market research; Market segmentation; Marketing strategy Length: 22p Supplementary Materials: Teaching Note, (586002), 13p, by Christopher H. Lovelock 500055 Title: Claiborne Asks Web Surfers to Name New Line Author(s): Fournier, Susan; Wojnicki, Andrea Publication Date: 01/25/2000 Product Type: Case (Field) Abstract: Presents results of an Internet-voting promotion used to guide selection of a brand name for a new clothing firm extension. May be used with: (500054) Selecting a New Name for Security Capital Pacific Trust; (501007) Renaming Computer Power Group; (502034) Naming the Edsel (Condensed); (DMI001) Creating a Corporate Identity for a $20 Billion Startup: Lucent Technologies; (500066) Naming the Edsel. Geographic Setting: New York, NY Industry Setting: Fashion industry Subjects: Brand equity; Brands; Clothing; Marketing management; Product introduction Length: 5p Supplementary Materials: Teaching Note, (502029), 29p, by Susan Fournier, Laura Winig, Andrea Wojnicki, Eric A. Yorkston; Teaching Note, (502064), 29p, by Susan Fournier, Laura Winig, Andrea Wojnicki, Eric A. Yorkston 584087 Title: Clairol Appliance Division: The Skin Machine (A) Author(s): Quelch, John A. Publication Date: 03/08/1984 Revision Date: 12/20/1985 Product Type: Case (Field) Abstract: The product manager on the recently introduced Clairol Skin Machine is evaluating its mediocre sales performance. He concludes that the advertising program may be deficient
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and designs an advertising field test. Students must evaluate the test design and address the more fundamental question of the Skin Machine's viability. Based on an earlier case by W.J. Salmon. Geographic Setting: United States Industry Setting: Appliance industry Company Size: mid-size Gross Revenues: $50 million sales Subjects: Consumer goods; Consumer marketing; Marketing strategy; Organizational behavior; Product development; Product management; Product positioning Length: 27p Supplementary Materials: Supplement (Field), (584088), 1p, by John A. Quelch; Teaching Note, (586090), 16p, by John A. Quelch, Cynthia A. Bates 584088 Title: Clairol Appliance Division: The Skin Machine (B) Author(s): Quelch, John A. Publication Date: 03/08/1984 Product Type: Supplement (Field) Abstract: The results of the advertising field test developed in the (A) case are presented. The Skin Machine product manager must interpret these results to the marketing director. Based on an earlier case by W.J. Salmon. Must be used with: (584087) Clairol Appliance Division: The Skin Machine (A). Industry Setting: Consumer products Subjects: Consumer goods; Consumer marketing; Marketing strategy; Organizational behavior; Product development; Product management; Product positioning Length: 1p Supplementary Materials: Teaching Note, (586090), 16p, by John A. Quelch, Cynthia A. Bates 579112 Title: Clairol Skin Machine (C) Author(s): Salmon, Walter J.; Palesy, Steven R. Publication Date: 12/01/1978 Revision Date: 12/17/1985 Product Type: Case (Field) Abstract: Focuses on adjusting the "Skin Machine" product line to counter product imitations launched by much larger organizations. Geographic Setting: United States Industry Setting: Personal care products Company Size: large Gross Revenues: $2 billion sales Subjects: Competition; Consumer behavior; Consumer goods; Market research; New product marketing; Product lines; Product management Length: 36p Supplementary Materials: Teaching
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Note, (586091), 18p, by John A. Quelch, Cynthia A. Bates 575043 Title: Clairol, Inc.: Appliance Division Author(s): Shapiro, Benson P.; Davis, N.J. Publication Date: 10/10/1974 Revision Date: 06/12/1981 Product Type: Case (Field) Abstract: The Clairol Appliance Division attempted to motivate distributor salespeople, the division's primary link with many retail outlets. The problem was that distributor salespeople were far removed from Clairol headquarters-Clairol's small sales management staff supervised representatives who sold products to distributors whose salespeople in turn sold them to retailers. Failure to get distributor salespeople to push Clairol products and service Clairol shelves in retail outlets had recently resulted in severe retail stockouts and haphazard displays of some Clairol products. Geographic Setting: United States Industry Setting: Appliance industry; Personal care products Gross Revenues: $35 million division sales Subjects: Appliances; Distribution channels; Merchandising; Personal selling; Sales management Length: 20p 590081 Title: Clark Material Handling GroupOverseas: Brazilian Product Strategy (A&B) (Condensed) Author(s): Dolan, Robert J. Publication Date: 04/24/1990 Product Type: Case (Field) Abstract: Assumes some knowledge of conjoint analysis. Permits analysis of basic results and dynamic market simulations in one class session. Geographic Setting: Brazil Industry Setting: Machinery industry Company Size: Fortune 500 Gross Revenues: $600 million revenues Subjects: Market research; Pricing strategy; Product lines; Product planning & policy; South America; Tradeoff analysis Length: 21p 581150 Title: Clark Material Handling GroupOverseas: Brazilian Product Strategy (B) Author(s): Clarke, Darrel G. Publication Date: 06/01/1981 Revision Date: 11/07/1984 Product Type: Case (Field) Abstract: Provides market simulations of five different company product line strategies in three different competitive environments. Designed to illustrate the ability of managers to ask "what if" questions about competitive response and alternative product line strategies. May be used with: (581091) Clark Material Handling Group-Overseas: Brazilian Product Strategy (A); (584055) Clark Material Handling GroupOverseas: Brazilian Product Strategy (D). Geographic Setting: Michigan Industry Setting: Machinery industry Company Size: large Subjects: International marketing; Market research; Product lines; Product planning & policy; Simulation; South America; Tradeoff analysis Length: 22p Supplementary Materials: Supplement (Pub Mat), (582125), 10p, by Darrel G. Clarke 582125 Title: Clark Material Handling GroupOverseas: Brazilian Product Strategy (C), Computer Addendum Author(s): Clarke, Darrel G. Publication Date: 03/17/1982 Revision Date: 07/30/1984 Product Type: Supplement (Pub Mat) Abstract: Computer Addendum to the (A) and (B) cases. Must be used with: (581150) Clark Material Handling GroupOverseas: Brazilian Product Strategy (B); (581091) Clark Material Handling Group-Overseas: Brazilian Product Strategy (A). Geographic Setting: South America Subjects: International marketing; Market research; Product lines; Product planning & policy; Simulation; South America; Tradeoff analysis Length: 10p 584055 Title: Clark Material Handling GroupOverseas: Brazilian Product Strategy (D) Author(s): Clarke, Darrel G. Publication Date: 10/28/1983 Revision Date: 07/30/1984 Product Type: Case (Library) Abstract: Expands on Clark Material Handling Group-Overseas: Brazilian Product Strategy (A) and (B). Company considers entry into the Japanese market. May be used with: (581091) Clark Material Handling GroupOverseas: Brazilian Product Strategy (A); (581150) Clark Material Handling Group-Overseas: Brazilian Product Strategy (B). Geographic Setting: Brazil Industry Setting: Industrial goods, machinery & equipment industries Company Size: large Subjects: International marketing;
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Japan; Market research; Pricing strategy; Product lines; Product planning & policy; South America; Tradeoff analysis Length: 36p R0504Z Title: Class--or Mass? (Commentary for HBR Case Study) Author(s): Kesner, Idalene F.; Walters, Rockney; Schulman, Dan; Jain, Dipak C.; de la Renta, Oscar; Bolen, Alexander L.; Nagle, Thomas T. Publication Date: 04/01/2005 Product Type: Harvard Business Review Article Abstract: Jim Hargrove, the marketing director of $820 million Neptune Gourmet Seafood, is having a bad week. Neptune is the most upmarket player in the $20 billion industry, and the company is doing everything it can to preserve its premium image among customers. But Neptune's recent investment in state-ofthe-art freezer trawlers, along with new fishing regulations, is resulting in catches that are bigger than ever. Though demand is at an all-time high, the company is saddled with excess inventory--and there's no relief in sight. Neptune's sales head, Rita Sanchez, has come up with two strategies that Hargrove feels would destroy the company's premium image: cut prices or launch a new mass-market brand. Not many executives in the company are in favor of cutting prices, but it's clear that Sanchez is gaining ground in her bid to launch a low-priced brand. Reputation worries aside, Hargrove fears that an inexpensive brand would cannibalize the company's premium line and antagonize the powerful association of seafood processors. How can he get others to see the danger, too? May be used with: (R0504X) Class--or Mass? (HBR Case Study). Industry Setting: Food industry Subjects: Brand management; Food; HBR Case Discussions; Inventory management; Marketing strategy; Risk Length: 4p Year New: 2005 R0504A Title: Class--or Mass? (HBR Case Study and Commentary) Author(s): Kesner, Idalene F.; Walters, Rockney; Schulman, Dan; Jain, Dipak C.; de la Renta, Oscar; Bolen, Alexander L.; Nagle, Thomas T. Publication Date: 04/01/2005 Product Type: Harvard Business Review Article Abstract: Jim Hargrove, the marketing director of $820 million Neptune Gourmet Seafood, is having a bad week. Neptune is the most upmarket player in
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the $20 billion industry, and the company is doing everything it can to preserve its premium image among customers. But Neptune's recent investment in state-of-the-art freezer trawlers, along with new fishing regulations, is resulting in catches that are bigger than ever. Though demand is at an all-time high, the company is saddled with excess inventory--and there's no relief in sight. Neptune's sales head, Rita Sanchez, has come up with two strategies that Hargrove feels would destroy the company's premium image: cut prices or launch a new mass-market brand. Not many executives in the company are in favor of cutting prices, but it's clear that Sanchez is gaining ground in her bid to launch a low-priced brand. Reputation worries aside, Hargrove fears that an inexpensive brand would cannibalize the company's premium line and antagonize the powerful association of seafood processors. How can he get others to see the danger, too? Geographic Setting: East Coast Industry Setting: Seafood industry Subjects: Brand management; Food; HBR Case Discussions; Inventory management; Marketing strategy; Risk Length: 10p Year New: 2005 R0504X Title: Class--or Mass? (HBR Case Study) Author(s): Kesner, Idalene F.; Walters, Rockney Publication Date: 04/01/2005 Product Type: Harvard Business Review Article Abstract: Jim Hargrove, the marketing director of $820 million Neptune Gourmet Seafood, is having a bad week. Neptune is the most upmarket player in the $20 billion industry, and the company is doing everything it can to preserve its premium image among customers. But Neptune's recent investment in state-of-the-art freezer trawlers, along with new fishing regulations, is resulting in catches that are bigger than ever. Though demand is at an all-time high, the company is saddled with excess inventory--and there's no relief in sight. Neptune's sales head, Rita Sanchez, has come up with two strategies that Hargrove feels would destroy the company's premium image: cut prices or launch a new mass-market brand. Not many executives in the company are in favor of cutting prices, but it's clear that Sanchez is gaining ground in her bid to launch a low-priced brand. Reputation worries aside, Hargrove fears that an inexpensive brand would cannibalize the company's premium line and antagonize the powerful association of seafood processors. How can he get others to see the danger, too? May be used with: (R0504Z) Class--or Mass? (Commentary for HBR Case Study). Industry Setting: Food industry Subjects: Brand management; Food; HBR Case Discussions; Inventory management; Marketing strategy; Risk Length: 6p Year New: 2005 E232 Title: Clearion Software Author(s): Leslie, Mark; Lattin, James; Harkey, Mike Publication Date: 08/08/2006 Product Type: Case (Field) Publisher: Stanford University Abstract: Mark Jacoby, VP of the Americas sales organization at Clearion, a fictional software firm, has missed his quota for the first time in his career at the company. He needs to reevaluate his strategies for setting quotas, allocating headcount, and assigning territories. Describes the changes he makes and asks students to consider making improvements on them. Geographic Setting: Latin America; United States Industry Setting: Software industry Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Supplementary Materials: Teaching Note, (E232TN), 9p, by Mark Leslie, James Lattin, Mike Harkey Year New: 2006 589015 Title: Close Encounters of the Four Kinds: Managing Customers in a Rapidly Changing Environment Author(s): Shapiro, Benson P. Publication Date: 08/29/1988 Product Type: Note Abstract: Describes four kinds of selling: 1) transaction, 2) systems, 3) major account management, and 4) strategic account relationships. Explains the advantages, disadvantages, and risks of each. The second half is devoted to a discussion of strategic account relationships which embody importance, intimacy, and longevity for both the vending and the buying companies. Subjects: Customer relations; Marketing management; Partnerships; Purchasing; Sales management; Sales strategy Length: 23p 508056 Title: Club Atletico Boca Juniors Author(s): Elberse, Anita; Ballve, Alberto; Herrero, Gustavo A. Publication Date: 01/14/2008
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Revision Date: 10/20/2008 Product Type: Case (Field) Abstract: Club Atletico Boca Juniors is the most popular soccer club in Argentina and one of the most decorated clubs in the world. Throughout its storied history, the club has recruited and developed dozens of star players. In his eleven years at Boca Juniors, president Mauricio Macri has significantly increased the club's net worth and annual revenues. However, he faces a constant challenge to remain competitive on and off the field. In November 2006, Macri is approached by Spanish and Italian soccer powerhouses, seeking to purchase the players Fernando Gago and Rodrigo Palacio. Should Macri enter negotiations with the clubs interested in buying the star players? If so, how should they approach the talks? Allows for an in-depth examination of Boca Junior's business model, and how it differs from that of the richer soccer clubs in Western Europe. Also enables an assessment of successful talent and brand management strategies in the context of a sports franchise with a worldwide reach. Geographic Setting: Argentina Industry Setting: Arts, entertainment & sports; Soccer Number of Employees: 1000 Gross Revenues: $200 Million Subjects: NO SUBJECTS(KEYWORDS) Length: 22p Year New: 2008 503S65 Title: Club Mediterranee, Spanish Version Author(s): Ward, Scott Publication Date: 10/01/1978 Revision Date: 12/01/1980 Product Type: LACC Case Abstract: Focuses on Club Med's strategy in the U.S. market. The experience of Club Med is largely among Europeans, but the Club has attracted young, single U.S. tourists to its Caribbean resorts. Should Club Med attempt to attract other market segments? What should its growth strategy be? Geographic Setting: Caribbean Industry Setting: Travel industry Subjects: Caribbean; Consumer behavior; Growth strategy; International marketing; Market definition; Recreation; Tourism Length: 14p 579061 Title: Club Mediterranee Author(s): Ward, Scott Publication Date: 10/01/1978 Revision Date: 12/01/1980
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Product Type: Case (Gen Exp) Abstract: Focuses on Club Med's strategy in the U.S. market. The experience of Club Med is largely among Europeans, but the Club has attracted young, single U.S. tourists to its Caribbean resorts. Should Club Med attempt to attract other market segments? What should its growth strategy be? Geographic Setting: Caribbean Industry Setting: Travel industry Subjects: Caribbean; Consumer behavior; Growth strategy; International marketing; Market definition; Recreation; Tourism Length: 14p Supplementary Materials: Teaching Note, (579062), 4p, by Scott Ward R0302H Title: Clueing In Customers Author(s): Berry, Leonard L.; Bendapudi, Neeli Publication Date: 02/01/2003 Product Type: Harvard Business Review Article Abstract: When customers lack the expertise to judge a company's offerings, they naturally turn detective, scrutinizing people, facilities, and processes for evidence of quality. The Mayo Clinic understands this and carefully manages that evidence to convey a simple, consistent message: The needs of the patient come first. From the way it hires and trains employees to the way it designs its facilities and approaches its care, the Mayo Clinic provides patients and their families concrete evidence of its strengths and values--an approach that has allowed it to build what is arguably the most powerful brand in health care. Marketing professors Leonard Berry and Neeli Bendapudi conducted a five-month study of evidence management at the Mayo Clinic. Their experiences led them to identify best practices applicable to just about any company, in particular those that sell intangible or technically complex products. Essentially, the authors say, companies need to determine what story they want to tell, then ensure that their employees and facilities consistently show customers evidence of that story. At Mayo, the evidence falls into three categories: people, collaboration, and tangibles. The way in which Mayo manages evidence to communicate its message is an example to be followed. Industry Setting: Health care industry Subjects: Brand management; Communication in organizations; Customer relations; Health care; Marketing strategy Length: 6p NEW 501047 Title: Clust.com: Dream More and Pay Less Author(s): Wathieu, Luc Publication Date: 11/22/2000 Product Type: Case (Field) Abstract: Clust is a French groupbuying Web site. Instead of marketing products to consumers, Clust is marketing aggregated consumer demands to manufacturers. Consequently, beyond the usual act of choosing among predefined alternatives, consumers are expected to bring up their demands and create new product ideas, to discuss and support the ideas of others, to call on their friends to join the Clust community, and to monitor the efforts of the Clust purchasing team. In fact, Clust holds no inventory beyond a warehouse to organize deliveries. No product is put on sale before enough supporters endorse it and 5%-40% discount on retail price can be secured. After a very interesting launch strategy, the Web site comes short of breath. Two pathways are outlined (focus on groupbuying and good deals vs. focus on consumer creation and exclusives) with enough details to support decision making and evaluate both profitability and concept consistency. Geographic Setting: Paris Industry Setting: Internet & online services industries Number of Employees: 40 Gross Revenues: $2 million revenues Subjects: Consumer behavior; Creativity; Electronic commerce; France; Internet; Market positioning Length: 16p Supplementary Materials: Teaching Note, (501083), 11p, by Luc Wathieu 502S46 Title: Clust.com: Dream More and Pay Less, Spanish Version Author(s): Wathieu, Luc Publication Date: 11/22/2000 Product Type: LACC Case Abstract: Clust is a French groupbuying Web site. Instead of marketing products to consumers, Clust is marketing aggregated consumer demands to manufacturers. Consequently, beyond the usual act of choosing among pre-defined alternatives, consumers are expected to bring up their demands and create new product ideas, to discuss and support the ideas of others, to call on their friends to join the Clust community, and to monitor the efforts of the Clust purchasing team. In fact, Clust holds no inventory beyond a warehouse to organize deliveries. No product is put on
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sale before enough supporters endorse it and a 5% to 40% discount on retail price can be secured. After a very interesting launch strategy, the Web site comes short of breath. Two pathways are outlined with enough details to support decision making and evaluate both profitability and concept consistency. Geographic Setting: Paris Industry Setting: Internet & online services industries Number of Employees: 40 Gross Revenues: $2 million revenues Subjects: Consumer behavior; Creativity; Electronic commerce; France; Internet; Market positioning Length: 17p UV0745 Title: Cluster Analysis for Segmentation Author(s): Venkatesan, Rajkumar Publication Date: 03/22/2007 Product Type: Case (Field) Abstract: This note is designed for use in an MBA marketing research course. It provides an overview of segmentation using K-means clustering. A simple algorithm for K-means clustering and the process of profiling clusters are provided. The note discusses the need for segmentation in marketing and emphasizes the role of managerial judgment in choosing a segmentation policy. Examples from the insurance industry are used in the note. Subjects: NO SUBJECTS(KEYWORDS) Length: 8p Year New: 2008 4855BC Title: Coauthoring the Myth: Building an Iconic Brand with the Help of the Culture Industries and Populist Worlds Author(s): Holt, Douglas B. Publication Date: 09/15/2004 Product Type: HBS Press Chapter Abstract: The Harley-Davidson Company is everyone's favorite company turnaround story. But conventional explanations about Harley's path to success fail to acknowledge that the so-called Harley mystique is nothing other than the brand's identity myth, bolstered by the storytelling of two powerful coauthors: the populist world of outlaw bikers and the culture industries. What are the lessons to be drawn from Harley's brand myth? Subjects: NO SUBJECTS(KEYWORDS) Length: 38p List Price: $6.95 Year New: 2007 500068 Title: Coca-Cola's New Vending
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Machine (A): Pricing to Capture Value, or Not? Author(s): King, Charles; Narayandas, Das Publication Date: 02/07/2000 Revision Date: 12/12/2000 Product Type: Case (Pub Mat) Abstract: Chairman and CEO M. Douglas Ivester stumbles when he tells a Brazilian newsmagazine about a new Coke vending machine that can automatically raise prices in hot weather. Reaction around the world is swift and negative. Geographic Setting: Global Industry Setting: Soft drink industry Number of Employees: 30,000 Gross Revenues: $19 billion revenues Subjects: Beverages; Brands; Consumer goods; Globalization; Marketing strategy; Pricing strategy; Product development; Public relations Length: 9p Supplementary Materials: Teaching Note, (501086), 9p, by Charles King, Das Narayandas BESTSELLER 587015 Title: Coffee Brands: Direct Product Profit/Cost Exercise Author(s): Quelch, John A.; Spencer, Melanie D.; Publication Date: 08/04/1986 Revision Date: 02/23/1987 Product Type: Case (Field) Abstract: Introduces the concepts of direct product costs and direct product profit and presents DPC/DPP data for seven disguised coffee brands sold through a single supermarket chain. Students must assess the impact of three possible sales promotions on DPCs and DPP from the perspective of a salesperson having to sell these offers to the supermarket chain. Intended for use with a computer diskette. Geographic Setting: United States Industry Setting: Coffee Subjects: Brands; Consumer marketing; Marketing management; Retailing; Sales promotions Length: 16p Supplementary Materials: Teaching Note, (587125), 8p, by John A. Quelch 501055 Title: Cofidis Author(s): Wathieu, Luc Publication Date: 01/22/2001 Revision Date: 06/15/2001 Product Type: Case (Field) Abstract: An offspring of French catalog marketer 3 Suisses, and a popular sponsor of Tour de France, Cofidis sells consumer credit over the phone, defying conventional banking with a product policy and a communication strategy that perfectly fits the company's comparative (dis)advantages. This case describes: Cofidis' product and value proposition; the evolving competitive context and cultural complexity of the European credit market; the adaptive marketing strategy of the company, which evolved from bundling with the 3 Suisse catalog, to direct mail, to print advertising in TV guides, to bicycling sponsorship, the results of the strategy; and the challenge and opportunities posed by the Internet. Based on the lessons of the past, can we advise Michel Guillois, CEO of Cofidis, on the best way for him to preserve Cofidis' competitive edge? Geographic Setting: Lille Industry Setting: Credit industry Number of Employees: 1,452 Gross Revenues: $450 million revenues Subjects: Advertising; Brands; Communication strategy; Consumer credit; Direct marketing; Ethics; France; International marketing; Product planning & policy Length: 19p Supplementary Materials: Teaching Note, (501084), 7p, by Luc Wathieu 503S16 Title: Cofidis, Spanish Version Author(s): Wathieu, Luc Publication Date: 01/22/2001 Revision Date: 06/15/2001 Product Type: LACC Case Abstract: An offspring of French catalog marketer 3 Suisses and a popular sponsor of Tour de France, Cofidis sells consumer credit over the phone, defying conventional banking with a product policy and a communication strategy that perfectly fits the company's comparative (dis)advantages. This case describes: 1) Cofidis' product and value proposition; 2) the evolving competitive context and cultural complexity of the European credit market; 3) the adaptive marketing strategy of the company, which evolved from bundling with the 3 Suisse catalog, to direct mail, to print advertising in TV guides, to bicycling sponsorship, 4) the results of the strategy; and 5) the challenge and opportunities posed by the Internet. Based on the lessons of the past, can we advise Michel Guillois, CEO of Cofidis, on the best way for him to preserve Cofidis' competitive edge? Geographic Setting: Lille Industry Setting: Credit industry Number of Employees: 1,452 Gross Revenues: $450 million revenues Subjects: Advertising; Brands; Communication strategy; Consumer credit; Direct marketing; Ethics; France; International marketing; Product planning & policy
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903A06 Title: Cola Wars in China: The Future Is Here Author(s): Dawar, Niraj; Dai, Nancy Publication Date: 08/21/2003 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The Wahaha Hangzhou Group Co. Ltd. is one of China's largest soft drink producers. One of the company's products, Future Cola, was launched a few years ago to compete with Coca Cola and PepsiCo and has made significant progress in the soft drink markets that were developed by these cola giants. The issue now is to maintain the momentum of growth in the face of major competition from the giant multinationals and to achieve its goal of dominant market share. Geographic Setting: China Industry Setting: Food industry Company Size: large Subjects: Beverages; Brand management; China; Competition; Emerging markets; Food; Growth management; Marketing strategy Length: 23p Supplementary Materials: Teaching Note, (803A06), 7p, by Niraj Dawar Year New: 2004 575131 Title: Cole National Corp. (C) Author(s): Shapiro, Benson P. Publication Date: 06/24/1975 Revision Date: 06/28/1979 Product Type: Case (Field) Abstract: Presents background material on the Cole National Corp. Consumer Products Division and its marketing strategy. Rewritten version of a case by R.N. Cardozo. Geographic Setting: United States Industry Setting: Consumer products Gross Revenues: $111 million sales Subjects: Consumer goods; Marketing strategy; Sales management Length: 13p 585173 Title: Cole National Corp. (C): Consumer Products Division Author(s): Cespedes, Frank V. Publication Date: 05/20/1985 Product Type: Case (Field) Abstract: The Consumer Products Division (CPD) of Cole National Corp. sells keys, pocket knives, and plastic letters, numbers, and signs to 56,000 retail outlets which then sell them to consumers. This case explains CPD's marketing strategy and presents the dilemma facing the executive in charge: either turnover in the field salesforce
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must be reduced or the strategy which emphasizes personal selling must be changed. A rewritten version of a case by B.P. Shapiro. Geographic Setting: United States Industry Setting: Plastics industry Company Size: mid-size Gross Revenues: $111 million sales Subjects: Consumer goods; Marketing implementation; Marketing management; Marketing organization; Sales compensation; Sales management Length: 13p 575132 Title: Cole National Corp. (D) Author(s): Shapiro, Benson P. Publication Date: 06/24/1975 Revision Date: 04/08/1976 Product Type: Case (Field) Abstract: Provides data on the Cole National Corp. Consumer Products Division sales force and provides a strong introduction to sales management. Rewritten version of earlier cases by R.N. Cardozo and B.P. Shapiro. Geographic Setting: United States Industry Setting: Consumer products Gross Revenues: $111 million sales Subjects: Consumer goods; Marketing strategy; Sales management Length: 20p 585174 Title: Cole National Corp. (D): Field Sales Organization Author(s): Cespedes, Frank V. Publication Date: 05/20/1985 Revision Date: 01/10/1986 Product Type: Case (Field) Abstract: Outlines the organization of the field salesforce, provides data on turnover, and a typical salesperson's call patterns. A rewritten version of a case by B.P. Shapiro. Geographic Setting: United States Industry Setting: Plastics industry Company Size: mid-size Gross Revenues: $111 million sales Subjects: Consumer goods; Marketing implementation; Marketing management; Marketing organization; Sales compensation; Sales management Length: 21p 590031 Title: Cole National Corp.: Turnover Author(s): Cespedes, Frank V. Publication Date: 09/15/1989 Product Type: Case (Field) Abstract: The Consumer Products Division of Cole National Corp. sells keys, pocket knives, and plastic letters, numbers, and signs to 56,000 retailers who then sell them to consumers. The case describes Cole's marketing strategy, sales organization, turnover problem, and typical sales call patterns. The issue in the case, as management sees it, is either to reduce turnover in the field salesforce or to change the firm's marketing strategy. A rewritten version of two earlier cases. Geographic Setting: United States Industry Setting: Plastics industry Company Size: mid-size Gross Revenues: $111 million sales Subjects: Consumer goods; Marketing implementation; Marketing management; Marketing organization; Marketing strategy; Sales management; Sales organization Length: 27p Supplementary Materials: Teaching Note, (591048), 18p, by Frank V. Cespedes 508009 Title: Colgate Max Fresh: Global Brand Roll-Out Author(s): Quelch, John A.; LabattRandle, Jacquie Publication Date: 10/23/2007 Product Type: Color Case Abstract: In February 2005, Nigel Burton, in his third year as president of global oral care at Colgate-Palmolive Company (CP), had every reason to feel optimistic. Worldwide market shares were strong and Colgate Max Fresh (CMF), a new toothpaste that had helped drive Colgate to a record value share in the important U.S. market, was in the global pipeline for 2005. Burton had on his desk the proposed marketing launch plans for CMF in China and Mexico. Each plan sought to maximize the business potential in the local market. Burton had to assess the plans from a global perspective. Geographic Setting: Global Industry Setting: Consumer products Number of Employees: 34,700 Gross Revenues: $12,238 million revenues Event Year Start: 2004 Event Year End: 2005 Subjects: NO SUBJECTS(KEYWORDS) Length: 30p Supplementary Materials: Teaching Note, (5-508-020), 9p, by John A. Quelch Year New: 2007 503S10 Title: Colgate-Palmolive Co.: The Precision Toothbrush, Spanish Version Author(s): Quelch, John A.; Laidler, Nathalie Publication Date: 04/23/1993 Revision Date: 11/29/1993 Product Type: LACC Case Abstract: Colgate-Palmolive Co. is considering how to position its new
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technological toothbrush, Precision. The case explores issues concerned with new product launches and requires students to do profitability analyses of different positioning alternatives. Geographic Setting: United States Industry Setting: Dental industry Company Size: Fortune 500 Subjects: Consumer goods; New product marketing; Product positioning; Profitability analysis Length: 25p 593064 Title: Colgate-Palmolive Co.: The Precision Toothbrush Author(s): Quelch, John A.; Laidler, Nathalie Publication Date: 04/23/1993 Revision Date: 04/20/2006 Product Type: Case (Field) Abstract: Colgate-Palmolive Co. is considering how to position its new technological toothbrush, Precision. The case explores issues concerned with new product launches and requires students to do profitability analyses of different positioning alternatives. Geographic Setting: United States Industry Setting: Dental industry Company Size: Fortune 500 Subjects: Consumer goods; New product marketing; Product positioning; Profitability analysis Length: 24p Supplementary Materials: Teaching Note, (595025), 11p, by John A. Quelch BESTSELLER IMD071 Title: Colgate-Palmolive: Cleopatra Author(s): Vandermerwe, Sandra; Powis, J. Carter Publication Date: 01/01/1990 Revision Date: 03/18/2003 Product Type: Case (Field) Publisher: IMD - International Institute for Management Development Abstract: Demonstrates the dangers in assuming that a product successful in one market will do well in another, poor global marketing implementation, poor marketing strategy and implementation in general where research was used to back decisions on how to proceed, the need for an integrated marketing strategy to launch a new brand, and overreliance on an advertising push to diffuse a new brand. A 1992 ECCH award winner. Geographic Setting: Canada Industry Setting: Soap & detergent industry Company Size: large Subjects: Advertising; Brand management; Canada; Consumer goods; Europe; Marketing implementation; Marketing strategy
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Length: 24p Supplementary Materials: Teaching Note, (IMD072), 11p, by Sandra Vandermerwe NEW 501077 Title: Color Kinetics, Inc. (A) Author(s): Narayandas, Das; Caravella, Mary Neuner Publication Date: 03/30/2001 Revision Date: 08/02/2001 Product Type: Case (Field) Abstract: Two-year-old start-up Color Kinetics has developed unique colored lighting technology using digitally controlled LEDs, and has developed that technology into a successful line of products for its first targeted market of "retailtainment." Now in November 1999, the management team is evaluating how to best extend this success into other markets and/or strategic initiatives and achieve the growth it has targeted internally and with investors. Geographic Setting: Boston, MA Industry Setting: High technology Company Size: start-up Number of Employees: 40 Subjects: Business marketing; High technology; Market selection Length: 16p Supplementary Materials: Supplement (Field), (501078), 4p, by Das Narayandas, Mary Neuner Caravella 501078 Title: Color Kinetics, Inc. (B) Author(s): Narayandas, Das; Caravella, Mary Neuner Publication Date: 03/30/2001 Revision Date: 08/02/2001 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (501077) Color Kinetics, Inc. (A). Subjects: Business marketing; High technology; Market selection Length: 4p 507080 Title: Comcast Corp. Author(s): Elberse, Anita; Schreiber, Jason Publication Date: 06/05/2007 Revision Date: 10/20/2008 Product Type: Case (Field) Abstract: In October 2006, Comcast executives had entered negotiations with broadcast networks to broaden the selection of free network content distributed via its video-on-demand (VOD) service. The major broadcast networks, however, were unsure of the effect it would have on regular "linear" viewership of programs airing every evening at their scheduled times, and feared that if television audiences migrated to VOD, their revenues from selling advertising time would decrease. How could Burke and Roberts convince the networks to team up with Comcast and distribute their content via On Demand free of charge? Or was it time for Comcast to rethink its push for "free" content, and craft a different business model? Geographic Setting: United States Industry Setting: Cable television industry Number of Employees: 80,000 Gross Revenues: $25 billion revenues Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 26p Year New: 2007 505016 Title: Comergent Technologies Inc.: Enterprise E-Commerce Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 03/30/2005 Revision Date: 04/10/2007 Product Type: Color Case Abstract: Coming out of the 2001 hightech industry recession, this venture capital start-up has to come up with a marketing plan to break even and grow. Its innovative e-commerce software provides unique customer relationship management solutions, but it has to convince customers to adopt its solution. Includes color exhibits. Industry Setting: Software industry Gross Revenues: $25 million revenues Event Year Start: 2004 Event Year End: 2004 Subjects: Consumer marketing; High technology; Sales management; Software; Venture capital Length: 18p Supplementary Materials: Teaching Note, (507087), 11p, by V. Kasturi Rangan, Marie Bellfor Year New: 2006 97104 Title: The Coming Battle for Customer Information Author(s): Hagel, John, III; Rayport, Jeffrey F. Publication Date: 01/01/1997 Product Type: Harvard Business Review Article Abstract: Companies collect information about customers to target valuable prospects more effectively, tailor their offerings to individual needs, improve customer satisfaction, and identify opportunities for new products or services. But managers' efforts to capture such information may soon be thwarted. The authors believe that
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consumers are going to take ownership of information about themselves and start demanding value in exchange for it. As a result, negotiating with customers for information will become costly and complex. Consumers will be unlikely to bargain with vendors on their own, however. The authors anticipate that companies they call infomediaries will broker information to businesses on consumers' behalf. In essence, infomediaries will be the catalyst for people to start demanding value in exchange for information about themselves. And most other companies will need to rethink how they obtain information and what they do with it if they want to find new customers and serve them better. Subjects: Consumer behavior; Consumer marketing; Information technology; Marketing strategy; Strategic planning; Technological change; Technology; Value of information Length: 7p SMR190 Title: The Coming Era of "Brand in the Hand" Marketing Author(s): Sultan, Fareena; Rohm, Andrew Publication Date: 09/01/2005 Product Type: SMR Article Abstract: The growing popularity of mobile hand-held devices is opening up intriguing new possibilities for what the authors refer to as "brand in the hand" marketing. Because individuals can be, and often are, connected anytime and anyplace, mobile marketing can be used to collect data through the wireless Internet to determine not only the exact location of a consumer at a given time, but also why that individual might be there. With that information, more meaningful or relevant advertising messages or promotions can be delivered to the consumer on a mobile device. Before companies rush into this new marketing arena, though, they need to understand some fundamental issues. How does mobile marketing differ from traditional approaches? When should a company pursue a brand in the hand initiative? Does mobile marketing have to be integrated within an overall marketing strategy and, if so, how? Moreover, how should companies address privacy issues? These are of particular concern, in part because of the personal nature of mobile devices. Industry Setting: Handheld device Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2006
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C0202B Title: Coming Soon to a Conference Room Near You Author(s): McFarland, Jennifer Publication Date: 02/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: The videoconferencing industry has seen a 40% to 50% spike in videoconferencing reservations since September 11. Is this merely a reaction of travel-wary executives or an indication of a long-term trend of replacing some business travel with videoconferencing? Although technological improvements and falling costs make the latter a possibility, the answer really lies in whether companies are willing to invest the necessary time and effort to learn the ins and outs of this communication tool. This article offers practical tips for getting the most out of videoconferencing. Subjects: Management communication; Technology Length: 2p List Price: $4.50 999005 Title: Commodities, Specialties and the Great In-Between Author(s): Shapiro, Benson P. Publication Date: 02/25/2002 Product Type: Note Abstract: Emphasizes the gradual, twodimensional gradients between commodities and specialties. Provides a new way to improve the profit margins of commodities. Subjects: Pricing strategy; Product planning & policy Length: 3p 999001 Title: Commodity Busters: Be a Price Maker, Not a Price Taker! Author(s): Shapiro, Benson P. Publication Date: 08/23/1998 Product Type: Note Abstract: Describes how to manage the pricing process so that your product or service does not become a commodity, and so that you have substantial price latitude. Designed for sales, marketing, and general managers responsible for price making and related activities. Subjects: Commodity markets; Market selection; Marketing strategy; Pricing; Pricing strategy; Sales strategy Length: 3p C0008A Title: Communicating with Your Customers on the Web Publication Date: 08/01/2000 Product Type: Harvard Management Communication Letter Article Abstract: We asked Web site design experts for ways to improve business Web sites. The response was overwhelming: forget the flashy features and focus on your customers. Includes a sidebar entitled "Catching the Cluetrain: Communicating with Your Customers in an Internetworked World." Subjects: Customer relations; Customer retention; Internet; Technology; World Wide Web Length: 3p List Price: $4.50 C0202D Title: Communication Technology That's Worth a Second Look Author(s): Marcus, Eric Publication Date: 02/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: After months--and in some cases, years--of hype, some communication technologies are beginning to add value to the bottom line. Technology expert Eric Marcus examines the future of the Internet, knowledge sharing and knowledge management, real-time virtual communication, and search engines for how the current technological developments can improve communication. Subjects: Internet; Knowledge management; Management communication; Technology Length: 1p List Price: $4.50 504S11 Title: Communications Policy, Spanish Version Author(s): Star, Stephen H. Publication Date: 11/01/1975 Revision Date: 09/22/1992 Product Type: LACC Note Abstract: Introductory note on communications policy for use in first year marketing. Focuses on: Target selection; message delineation; communications intensity; alternative communications; means and media; economics of communications decisions; and need for consistency in communications programs. Assumes that students have previously read Consumer Analysis, Market Analysis, and Note on Marketing Arithmetic and Related Marketing Terms. Industry Setting: Advertising industry Subjects: Advertising; Advertising media; Communication; Personal selling; Public relations; Sales promotions Length: 12p 576086 Title: Communications Policy Author(s): Star, Stephen H. Publication Date: 11/01/1975
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Revision Date: 09/22/1992 Product Type: Note Abstract: Introductory note on communications policy for use in first year marketing. Focuses on: Target selection; message delineation; communications intensity; alternative communications; means and media; economics of communications decisions; and need for consistency in communications programs. Assumes that students have previously read Consumer Analysis, Market Analysis, and Note on Marketing Arithmetic and Related Marketing Terms. Industry Setting: Advertising industry Subjects: Advertising; Advertising media; Communication; Personal selling; Public relations; Sales promotions Length: 12p Supplementary Materials: Teaching Note, (585021), 9p, by John A. Quelch 577106 Title: Compactor (A) Author(s): Abell, Derek F. Publication Date: 01/01/1977 Revision Date: 05/01/1977 Product Type: Case (Field) Abstract: In 1968, Sears Roebuck was considering the introduction of "the first new major electrical appliance in the United States in 25 years," the compactor. Describes the early research studies undertaken by Sears and Whirlpool (the manufacturer), and their attempts to estimate potential demand. Case (A) and (B1) demonstrate the way in which research is used to move progressively from an early test of the concept to the elaboration of a full-scale marketing and investment program. Geographic Setting: United States Industry Setting: Appliance industry Company Size: large Gross Revenues: $7.3 billion sales Event Year Start: 1968 Event Year End: 1968 Subjects: Appliances; Demand analysis; Forecasting; Market research; Marketing management; Marketing planning; Product introduction; Strategic planning Length: 28p Supplementary Materials: Teaching Note, (578181), 14p, by Derek F. Abell 577109 Title: Compactor (B1) Author(s): Abell, Derek F. Publication Date: 02/01/1977 Revision Date: 06/01/1977 Product Type: Case (Field) Abstract: Provides information on a variety of further research studies up to the introduction of test marketing. Geographic Setting: United States Industry Setting: Appliance industry Company Size: large
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Gross Revenues: $7.3 billion sales Event Year End: 1969 Subjects: Appliances; Market research; Marketing management; Marketing planning; Product introduction; Strategic planning; Test markets Length: 20p Supplementary Materials: Teaching Note, (578181), 14p, by Derek F. Abell R0706E Title: Companies and the Customers Who Hate Them Author(s): McGovern, Gail; Moon, Youngme Publication Date: 06/01/2007 Product Type: Harvard Business Review Article Abstract: Why do companies bind customers with contracts, bleed them with fees, and baffle them with fine print? Because bewildered customers, who often make bad purchasing decisions, can be highly profitable. Most firms that profit from customers' confusion are on a slippery slope. Over time, their customer-centric strategies for delivering value have evolved into company-centric strategies for extracting it. Not surprisingly, when a rival comes along with a friendlier alternative, customers defect. Adversarial value-extracting strategies are common in such industries as cell phone service, retail banking, and health clubs. Overly complex product and pricing options, for example, may have been designed to serve various segments. But in fact they take advantage of how difficult it is for customers to predict their needs (such as how many cell phone minutes they'll use each month) and make it hard for them to choose the right product. Similarly, penalties and fees, which may have been instituted to offset the costs of undesirable customer behavior, like bouncing checks, turn out to be very profitable. As a result, companies have no incentive to help customers avoid them. Tactics like these generate bad publicity and fuel customer defections, creating opportunities for competitors. Virgin Mobile USA, for example, has lured millions of angry cell phone customers away from the incumbents by offering a straightforward plan with no hidden fees, no time-of-day restrictions, and no contracts. ING Direct, now the fourth-largest thrift bank in the United States, offers accounts with no fees, no tiered interest rates, and no minimums. In industries where squeezing value from customers is commonplace, companies that dismantle these harmful practices and design a transparent, value-creating offer can head off customer retaliation and spur rapid growth. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2007 95A011 Title: Compaq Computer Corp.--1995 Author(s): Ryans, Adrian B.; Vandenbosch, Mark; Miller, Neil Publication Date: 12/12/1995 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Describes the evaluation of Compaq's marketing strategy in the personal computer industry from its founding in 1982 to 1995. The market environment and the strategies of key competitors and Intel are discussed. Compaq management must decide how to respond to the changing market and competitive environment. Geographic Setting: Global Industry Setting: Computer industry Company Size: large Subjects: Computer industry; Corporate strategy; Marketing strategy; Strategic planning; Technology Length: 27p Supplementary Materials: Teaching Note, (895A11), 8p, by Adrian B. Ryans 599053 Title: Compaq Computer: Consumer Notebook Group Author(s): Bell, David E.; Leamon, Ann Publication Date: 04/14/1999 Revision Date: 09/20/1999 Product Type: Case (Field) Abstract: Presents the background for a video of a focus group on Compaq Computer's new consumer notebook. Engineers, manufacturers, and retailers had collaborated on the product design, which has been approved by the executive committee. A launch is scheduled for nine months later. Does the focus group support the decision? Is it reliable? Any changes mean going against conventional wisdom and possible failure in a new market. Must be used with the video. Industry Setting: Computer industry; Retail industry Subjects: Computer industry; High technology; Market research; Marketing management; Product development; Retailing Length: 4p Supplementary Materials: Case Video, (599503), 49 min, by Compaq Computer; Case Video, DVD, (599500), 49 min, by Compaq Computer 599092 Title: Compaq Computer: Focus Groups Author(s): Bell, David E.; Leamon, Ann
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Publication Date: 04/14/1999 Revision Date: 08/11/2000 Product Type: Supplement (Field) Abstract: Gives the final report, both results and methodology, of the focus group on Compaq Computer's new consumer notebook. Describes the groups, selection method, and methodology in detail. Should Compaq base its product design on the opinions of 64 people? Must be used with the video. Must be used with: (599503) Compaq Computer: Focus Groups 1 and 2, Video; (599500) Compaq Computer: Focus Groups 1 and 2, Video (DVD). Industry Setting: Computer industry; Retail industry Subjects: Computer industry; High technology; Market research; Marketing management; Product development; Retailing Length: 10p 599500 Title: Compaq Computer: Focus Groups 1 and 2, Video (DVD) Author(s): Compaq Computer Publication Date: 06/01/1999 Product Type: Case Video, DVD Abstract: Presents actual video footage of focus groups for market research on notebook computers. Shows students the way groups interact, how they are conducted, and the message you can get from talking to the customer. Must be used with: (599092) Compaq Computer: Focus Groups. Industry Setting: Computer industry; Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 49 min Year New: 2005 599503 Title: Compaq Computer: Focus Groups 1 and 2, Video Author(s): Compaq Computer Publication Date: 06/01/1999 Product Type: Case Video Abstract: Presents actual video footage of focus groups for market research on notebook computers. Shows students the way groups interact, how they are conducted, and the message you can get from talking to the customer. Must be used with: (599092) Compaq Computer: Focus Groups; (599122) Compaq Computer: Focus Groups 1 and 2, Video Transcript. Industry Setting: Computer industry; Retail industry Subjects: Computer industry; High technology; Market research; Marketing management; Product development; Retailing Length: 49 min
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List Price: $150.00 599122 Title: Compaq Computer: Focus Groups 1 and 2, Video Transcript Author(s): Compaq Computer Publication Date: 06/04/1999 Product Type: Supplement Abstract: Presents the transcript of two focus groups, with verbatim customer comments and critiques of a new product design that Compaq is developing. Must be used with: (599503) Compaq Computer: Focus Groups 1 and 2, Video. Industry Setting: Computer industry; Retail industry Subjects: Computer industry; High technology; Market research; Marketing management; Product development; Retailing Length: 19p 503S44 Title: Compaq Computer: Intel Inside?, Spanish Version Author(s): Bell, David E.; Leamon, Ann Publication Date: 04/14/1999 Revision Date: 05/25/2000 Product Type: LACC Case Abstract: Presents the results of quantitative and qualitative market research on the possible acceptance of a non-Intel processor in Compaq Computer's consumer notebook line. If the low-priced, non-Intel notebook is a success, the company will maintain or increase its 45% share of the market. If not, it could cease to be a player in the market it has created and filled. Students must evaluate the reliability of the research and decide which of three products to produce. Teaching Purpose: Introduces students to different types of market research. Helps them determine how to evaluate the results from an operational point of view. Geographic Setting: Texas Industry Setting: Computer industry Number of Employees: 32,000 Gross Revenues: $32 billion revenues Subjects: Brands; Computer industry; High technology; Market research; Product development Length: 9p Year New: 2007 599061 Title: Compaq Computer: Intel Inside? Author(s): Bell, David E.; Leamon, Ann Publication Date: 04/14/1999 Revision Date: 05/25/2000 Product Type: Case (Field) Abstract: Presents the results of quantitative and qualitative market research on the possible acceptance of a non-Intel processor in Compaq Computer's consumer notebook line. If the low-priced, non-Intel notebook is a success, the company will maintain or increase its 45% share of the market. If not, it could cease to be a player in the market it has created and filled. Students must evaluate the reliability of the research and decide which of three products to produce. Geographic Setting: Texas Industry Setting: Computer industry Number of Employees: 32,000 Gross Revenues: $32 billion revenues Subjects: Brands; Computer industry; High technology; Market research; Product development Length: 8p 578148 Title: Comparison and Critical Examination of the PIMS and BCG Approaches to Strategic Marketing Planning Author(s): Capon, Noel Publication Date: 02/03/1978 Product Type: Note Abstract: Compares and contrasts the approaches of the Boston Consulting Group (BCG) and the profit impact of market strategy project (PIMS) to strategic marketing planning. Points up the differences between the approaches and casts a critical eye upon them. The student should learn not to take results at face value but to probe for the assumptions and methodology which underlie them. Industry Setting: Consulting Subjects: Consulting; Marketing strategy; Profitability analysis; Strategic market planning Length: 10p F0412L Title: Competence-Based Marketing Author(s): Golfetto, Francesca; Mazursky, David Publication Date: 12/01/2004 Product Type: Harvard Business Review Article Abstract: Professors Francesca Golfetto and David Mazursky describe how a group of Italian yarn makers market their expertise, not just their products. Geographic Setting: Italy Industry Setting: Textile industry Subjects: Italy; Marketing strategy; Textiles Length: 2p Year New: 2004 576158 Title: Competitive Analysis Author(s): Star, Stephen H. Publication Date: 01/26/1976 Product Type: Note Abstract: Highlights the need to track and predict competitive behavior and
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2572BC Title: Competitive Analysis: Understand Your Opponents Publication Date: 11/21/2005 Product Type: HBS Press Chapter Abstract: Effective marketing must involve a thorough analysis of the overall competitive arena and the competitors that battle within it. Competitive analysis determines whether firms decide to fight head-on with like products or maneuver a sneak attack with differentiation. This chapter introduces direction and provides the tools for conducting such research. It concludes with Michael Porter's "five forces" that shape positioning strategy. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy; (2564BC) Creating a Marketing Plan: An Overview; (2580BC) Market Customization: Market Segmentation, Targeting, and Positioning; (2599BC) Developing New Products and Services: The Marketer's Role; (2602BC) Branding: Differentiation that Customers Value; (2610BC) The Right Customers: Acquisition, Retention, and Development; (2629BC) Pricing It Right: Strategies, Applications, and Pitfalls; (2637BC) Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation; (2645BC) Interactive Marketing: New Channel, New Challenge; (2653BC) Marketing Across Borders: It's a Big, Big World. Subjects: NO SUBJECTS(KEYWORDS) Length: 16p List Price: $6.95 Year New: 2006 593120 Title: Complementarity, Compatibility, and Product Change: Breaking with the Past?, A Conceptual Framework Author(s): Dhebar, Anirudh Publication Date: 05/27/1993 Revision Date: 07/05/1994 Product Type: Note Abstract: Some product changes are accompanied by significant disruptions in the established complementarities, or interrelationships, of 1) the product and the user, 2) the product and other products with which it is typically used, and 3) the product and databases that are created and repeatedly modified with its help. When such disruptions occur, the new version of the product makes a "break with the past" in at least some limited way; the more significant the
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break, the higher may be the consumer's cost of switching from an older version of the product to the new version. This note reviews the different ways in which a break might be instituted, the likely impact on the consumer's productadoption decision, and the important reasons for making the break. The tobreak-or-not-to-break decision depends critically on the break's impact on a consumer's investment in the integrated user-product-other products-database system, any benefits the consumer might realize from the product change, the dynamics of the different components of the system, the size of the installed base, and the supplier's competitive position. Subjects: Marketing management; Product lines; Product planning & policy Length: 16p 4852BC Title: Composing the Cultural Brief: Developing Your Cultural Branding Strategy Author(s): Holt, Douglas B. Publication Date: 09/15/2004 Product Type: HBS Press Chapter Abstract: Conventionally, the positioning statement is the heart of brand strategy, but a cultural branding strategy requires abandoning typical branding directives--sell this benefit, express that emotion, show the product in use in this way--in favor of prescribing what kind of story the brand should tell to address a particular cultural contradiction of the day. This chapter shows you how to develop a cultural brief--the cultural analogue to a positioning statement. Subjects: NO SUBJECTS(KEYWORDS) Length: 35p List Price: $6.95 Year New: 2007 585123 Title: Comprehensive Accounting Corp.--1982 Author(s): Lovelock, Christopher H. Publication Date: 12/03/1984 Revision Date: 05/09/1988 Product Type: Case (Field) Abstract: A franchised accounting and bookkeeping service seeks to sharply increase the number of franchisees and clients. Important considerations include the creation of master franchisees with responsibility for franchise recruitment and management in local areas, national advertising and recruiting efforts, franchisor-franchisee relations, and maintenance of product quality. A videotape (9-885-506) is available for use with this case. Geographic Setting: United States Industry Setting: Accounting services industry Company Size: small Gross Revenues: $28 million sales Subjects: Accounting procedures; Advertising strategy; Business services; Franchising; Marketing organization; Personal selling Length: 20p Supplementary Materials: Teaching Note, (590110), 18p, by John A. Quelch, Christopher H. Lovelock M264 Title: Computer Attic Author(s): Beech, Hilary; Lattin, James Publication Date: 01/01/1992 Product Type: Case (Field) Publisher: Stanford University Abstract: In 1991, the owners of Computer Attic face a difficult decision. In less than a decade, their business has evolved from a barebones mail-order software operation to a local chain of highly respected computer stores. Now, as the market for computer products matures, the distribution channel is in a state of rapid flux. A shift in customer buying patterns is fueling the growth of a whole new retail and mass merchandizing channel for computer products. As new superstores open in the area, Computer Attic needs to formulate a response. Should the company focus its efforts on high-margin corporate sales, where value-added in terms of service, training, and support still commands a premium? Or should the company develop a stronger presence in the retail segment and consider opening a superstore? Geographic Setting: California Industry Setting: Retail industry Gross Revenues: $20 million revenues Subjects: Computer systems; Retailing; Sales promotions; Sales strategy; Software Length: 26p 581146 Title: Computer Devices, Inc.: Selling Intelligent Terminals Author(s): Bonoma, Thomas V.; Cumbaa, Charles Publication Date: 04/01/1981 Revision Date: 11/01/1984 Product Type: Case (Field) Abstract: Designed for use in the marketing programs section of a course on marketing implementation. Raises issues of salesforce and sales management adequacy for the introduction of a new product line requiring systems selling. A sales "blitz" designed to increase sales of CDI's new 1206 portable computer fails. Management is convinced that portable computers will be a strong growth area
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in the 1980s and suspects an implementation problem. Geographic Setting: United States Industry Setting: Personal computer industry Gross Revenues: $20 million sales Subjects: Industrial markets; Marketing implementation; New product marketing; Sales management Length: 17p Supplementary Materials: Teaching Note, (585121), 14p, by Robert J. Dolan 500060 Title: Computer Power Group: Designing Brand Architecture Author(s): Fournier, Susan; Wojnicki, Andrea Publication Date: 04/20/2000 Revision Date: 11/14/2000 Product Type: Case (Field) Abstract: Computer Power Group (CPG), an Australian-based consulting, education, and staffing placement firm in the IT industry, is contemplating a brand architecture capable of structuring its eight branded business units. CEO Peter James is particularly curious about whether a corporate brand is needed to unify the businesses. Extensive consumer research is conducted to inform the branding initiative, providing insight into the meanings of each of the sub-brands in key stakeholders' minds. The architecture solution must consider not only brand meanings and associations, but market performance and brand stewardship concerns as well. A pending merger with U.S.-based Interim Technology further complicates the task. May be used with: (501007) Renaming Computer Power Group; (DMI001) Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies. Geographic Setting: Australia Industry Setting: IT industry; Training industry; Staffing Number of Employees: 1,900 Gross Revenues: $85 million Australian revenues Subjects: Australia; Brand equity; Brand management; Business services; Organizational structure; Product portfolio management Length: 24p 582079 Title: Computer Retailing at Macy's California Author(s): Takeuchi, Hirotaka Publication Date: 12/07/1981 Revision Date: 10/29/1985 Product Type: Case (Field) Abstract: Will Lunden, a buyer for Macy's, has to decide whether or not to start a personal computer department. In the process of making his decision, he
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has to analyze 1) which customer segments to target, 2) which brands to carry, and 3) how to organize the department. He also has to analyze other retailers' competitive strength. Geographic Setting: San Francisco, CA Industry Setting: Retail industry Gross Revenues: $550 million sales Subjects: Department stores; Franchising; High technology products; Market segmentation; New product marketing; Retailing Length: 16p 83211 Title: Computerized Sales Management Author(s): Hughes, G. David Publication Date: 03/01/1983 Product Type: Harvard Business Review Article Abstract: Microcomputers can help sales managers decide the right number of calls, improve the contribution of an account, reduce selling costs, manage assets more effectively, teach timemanagement skills, and evaluate representatives. The user can accomplish these things for less than $5,000 in hardware and software. Managers can construct planning models quickly using electronic spreadsheets and can save or duplicate the models on disks. Representatives and district managers can then use these "template" disks by filling in the appropriate figures. Subjects: Sales management; Software Length: 10p 585155 Title: Computervision-Japan (A) Author(s): Moriarty, Rowland T., Jr. Publication Date: 02/19/1985 Revision Date: 04/30/1991 Product Type: Case (Field) Abstract: The CAD/CAM market in Japan is about to take off. Computervision wants its exclusive distributor to dramatically expand its sales and service coverage. The distributor wants a joint venture with Computervision before expanding. Several distribution alternatives (including going direct) are presented. Geographic Setting: Japan Industry Setting: CAD CAM Gross Revenues: $350 million revenues Subjects: Automation; Computer industry; Distribution channels; Distribution planning; Industrial markets; Japan Length: 22p Supplementary Materials: Supplement (Field), (585156), 2p, by Rowland T. Moriarty Jr.; Supplement (Field), (585157), 1p, by Rowland T. Moriarty Jr.; Teaching Note, (587090), 29p, by Rowland T. Moriarty Jr., Gordon Swartz 591097 Title: Computervision-Japan (A) (Abridged) Author(s): Moriarty, Rowland T., Jr. Publication Date: 04/03/1991 Product Type: Case (Field) Abstract: The CAD/CAM market in Japan is about to take off. Computervision wants its exclusive distributor to dramatically expand its sales and service coverage. The distribution alternatives (including going direct) are presented. Geographic Setting: Japan Industry Setting: CAD CAM Company Size: mid-size Gross Revenues: $350 million revenues Subjects: Automation; Computer industry; Distribution channels; Distribution planning; Industrial markets; Japan Length: 23p 585156 Title: Computervision-Japan (B) Author(s): Moriarty, Rowland T., Jr. Publication Date: 02/19/1985 Revision Date: 06/20/1986 Product Type: Supplement (Field) Abstract: Outlines the elements of a temporary sales agreement between Tokyo Electron Ltd. and Computervision Japan. Must be used with: (585155) Computervision-Japan (A). Geographic Setting: Japan Industry Setting: Computer industry Subjects: Automation; Computer industry; Distribution channels; Distribution planning; Industrial markets; Japan Length: 2p Supplementary Materials: Teaching Note, (587090), 29p, by Rowland T. Moriarty Jr., Gordon Swartz 585157 Title: Computervision-Japan (C) Author(s): Moriarty, Rowland T., Jr. Publication Date: 02/19/1985 Revision Date: 08/30/1985 Product Type: Supplement (Field) Abstract: Presents sales data for 1983 and 1984. Must be used with: (585155) Computervision-Japan (A). Geographic Setting: Japan Industry Setting: Computer industry Subjects: Automation; Computer industry; Distribution channels; Distribution planning; Industrial markets; Japan Length: 1p Supplementary Materials: Teaching Note, (587090), 29p, by Rowland T.
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597063 Title: Computron, Inc. (2006) Author(s): Quelch, John A. Publication Date: 01/07/1997 Revision Date: 08/30/2007 Product Type: Case (Gen Exp) Abstract: In July 1996, Mr. Thomas Zimmermann, European Manager of Computron, must select a price for a new computer for his largest customer. A rewritten version of an earlier case. Geographic Setting: Europe Industry Setting: Computer industry Company Size: small Subjects: Bids; Computer industry; Customer relations; Europe; Industrial markets; Pricing strategy; Product planning & policy Length: 5p 579031 Title: Computron, Inc.--1978 Author(s): Shapiro, Benson P. Publication Date: 09/01/1978 Revision Date: 07/15/1991 Product Type: Case (Gen Exp) Abstract: In July 1978 Mr. Thomas Zimmermann, European Manager of Computron, must select a price for a new computer for his largest customer. Based on an IMEDE case by R.Z. Sorenson. Withdrawn 01/22/97 -- use 597-063. Geographic Setting: Europe Industry Setting: Computer industry Company Size: small Gross Revenues: $44 million sales Subjects: Bids; Computer industry; Customer relations; Europe; Industrial markets; Pricing strategy; Product planning & policy Length: 4p Supplementary Materials: Teaching Note, (583106), 4p, by E. Raymond Corey; Teaching Note, (585114), 12p, by Robert J. Dolan 582052 Title: Concept Devices, Inc.: International Market Entry Author(s): Bonoma, Thomas V.; Masel, Randy Publication Date: 10/01/1981 Revision Date: 06/01/1982 Product Type: Case (Field) Abstract: Concept is a highly touted startup venture in distributed data processing computers. The company has only made one sale to date, but has an order backlog for its unique product and expects an almost vertical growth curve. The company has been courted seriously by potential partners in France and the United Kingdom. Management wishes to decide how best to set up distribution in Europe.
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Geographic Setting: United States; France Industry Setting: Computer industry Company Size: start-up Subjects: Computer systems; Data processing; Distribution planning; Europe; International marketing; Market entry; Marketing implementation Length: 18p Supplementary Materials: Teaching Note, (583134), 10p, by Thomas V. Bonoma 590063 Title: Concept Testing Author(s): Dolan, Robert J. Publication Date: 11/21/1989 Revision Date: 03/23/1992 Product Type: Note Abstract: Describes concept testing products. Presents guidelines for effective design, execution, and interpretation of test procedures. Discusses limitations of these techniques and sets out the situations for which they are appropriate. Subjects: Market analysis; Market research; Models; Product introduction Length: 9p 582123 Title: Concept of Marketing Strategy Author(s): Corey, E. Raymond Publication Date: 03/15/1982 Revision Date: 12/15/1987 Product Type: Note Abstract: Prepared as a background reading for students in courses in marketing management. Presents an overview of marketing strategy formulation and suggests a model for approaching the analysis of marketing strategy problems. Finally it seeks to show the relationship between strategic planning in marketing at the business unit level, and business strategy formulation at both the business unit and corporate levels. Subjects: Marketing management; Marketing mixes; Marketing strategy; Product life cycle; Strategic market planning; Strategy formulation Length: 12p 582060 Title: Concept of the Marketing Mix Author(s): Shapiro, Benson P. Publication Date: 11/01/1981 Product Type: Note Abstract: Provides an approach to the problem of determining the make-up of a specific marketing program. Editorial revision of Note on Concept of the Marketing Mix by N.H. Borden, Jr. Subjects: Advertising campaigns; Marketing mixes; Product development Length: 6p 584079 Title: Concepts and Tools for Strategic Market Planning: A Course Note Author(s): Cady, John F. Publication Date: 01/13/1984 Product Type: Note Abstract: Describes major issues regarding the strategic marketing management course module on concepts and tools for strategic planning. Subjects: Strategic market planning Length: 4p 578118 Title: Conceptual Framework for the Study of the Channel of Distribution Author(s): Takeuchi, Hirotaka Publication Date: 12/09/1977 Product Type: Note Abstract: An overview of academic research in the channel of distribution area to supplement learning process gained through the case method. Subjects: Distribution channels; Franchising; Marketing organization; Performance effectiveness Length: 11p 4448 Title: Concurrent Marketing: Integrating Product, Sales, and Service (Hardcover) Author(s): Cespedes, Frank V. Publication Date: 08/09/1995 Product Type: HBS Press Book Abstract: Examines certain "key interfaces" that exist between sales, marketing, and customer service. Shows how the field sales force serves as a crucial link in organizing and implementing marketing efforts, examines issues that can impede effective integration of the three groups, and provides specific examples of how different companies address these issues as they move toward interdependence. Subjects: Consumer marketing; Corporate strategy; Customer service; Interdepartmental relations; Marketing management; Marketing organization; Marketing strategy; Sales management; Sales strategy Length: 336p List Price: $29.95 582152 Title: Conducting and Interpreting a Marketing Research Study Author(s): Lovelock, Christopher H. Publication Date: 06/18/1982 Product Type: Note Abstract: Sketches the steps typically involved in developing a research project and interpreting the findings, comments
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very briefly on some key issues in marketing research, and suggests some sources of specialized information for future reference. Subjects: Market research; Polls & surveys; Project management; Statistical analysis Length: 7p 503S73 Title: Conjoint Analysis: A Manager's Guide, Spanish Version Author(s): Dolan, Robert J. Publication Date: 05/08/1990 Product Type: LACC Note Abstract: Presents a non-technical description of the conjoint analysis methodology. Discusses the process by which such a study is done and cites areas of application. Subjects: Market analysis; Market research; Product introduction Length: 17p 590059 Title: Conjoint Analysis: A Manager's Guide Author(s): Dolan, Robert J. Publication Date: 05/08/1990 Product Type: Note Abstract: Presents a non-technical description of the conjoint analysis methodology. Discusses the process by which such a study is done and cites areas of application. Subjects: Market analysis; Market research; Product introduction Length: 14p BESTSELLER 4458BC Title: Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking Author(s): Zaltman, Gerald; Zaltman, Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter Abstract: Humans have a basic need for affiliation. The need to relate to others and to oneself has established connection as a major and pervasive lens through which consumers view the world. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors; (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit; (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities; (4454BC) Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking; (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking; (4456BC) Journey: How the
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Meeting of Past, Present, and Future Affects Consumer Thinking; (4457BC) Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking; (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking; (4460BC) Control: How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking; (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering--Understanding the Minds of Consumers. Subjects: NO SUBJECTS(KEYWORDS) Length: 24p List Price: $6.95 Year New: 2007 554006 Title: Consolidated Drugs, Inc. Author(s): Raymond, Thomas J.C.; Borden NH Jr; Publication Date: 06/01/1954 Product Type: Case (Field) Abstract: A new division sales manager is surprised when one of the salesmen asks to retire early. He must decide how to reallocate the territories, a decision which is complicated by an alleged informal agreement about territories made between the former sales manager and two of the salesmen. Geographic Setting: New York, NY Industry Setting: Pharmaceutical industry Number of Employees: 9 Event Year Start: 1952 Event Year End: 1952 Subjects: Employee training; Management of change; Performance appraisal; Pharmaceuticals; Sales compensation; Sales management Length: 27p R0302Z Title: A Consultant's Comeuppance (Commentary for HBR Case Study) Author(s): Buday, Robert; Bane, William P.; Van Berkel, Tom; Klein, Peter; Stone, Tricia Publication Date: 02/01/2003 Product Type: Harvard Business Review Article Abstract: For ten years, Jeff Patterson's firm, Flynn Fuller Consulting, has worked on projects for financial services giant GloBank. Now Jeff's contact, Bill Holland, says another project is imminent--good news for the recessionbattered consultancy--but there's just one problem: GloBank has an enigmatic new CEO, H. Frank Maloney III. Brought in to restore profitability, Maloney has been examining GloBank's bottom line, looking for places to cut. The new CEO wants to slash GloBank's extensive use of consultants, which means that division presidents like Bill must justify major consulting projects. Worse, firms like Flynn Fuller must sell themselves again to GloBank. Jeff will have just one hour to try to sway Maloney, or his client will disappear. How can Jeff persuade Maloney that outside consultants are worth the cost? Jeff's presentation isn't a progress report or a pitch to a new client; rather, it's a defense of Flynn Fuller's continuing added value. Jeff pulls together a team to make the case, but he hears as many approaches as there are people in the room. May be used with: (R0302X) A Consultant's Comeuppance (HBR Case Study). Industry Setting: Consulting firms Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2005 R0302A Title: A Consultant's Comeuppance (HBR Case Study and Commentary) Author(s): Buday, Robert; Bane, William P.; Van Berkel, Tom; Klein, Peter; Stone, Tricia Publication Date: 02/01/2003 Product Type: Harvard Business Review Article Abstract: For ten years, Jeff Patterson's firm, Flynn Fuller Consulting, has worked on projects for financial services giant GloBank. Now Jeff's contact, Bill Holland, says another project is imminent--good news for the recessionbattered consultancy--but there's just one problem: GloBank has an enigmatic new CEO, H. Frank Maloney III. Brought in to restore profitability, Maloney has been examining GloBank's bottom line, looking for places to cut. The new CEO wants to slash GloBank's extensive use of consultants, which means that division presidents like Bill must justify major consulting projects. Worse, firms like Flynn Fuller must sell themselves again to GloBank. Jeff will have just one hour to try to sway Maloney, or his client will disappear. How can Jeff persuade Maloney that outside consultants are worth the cost? Jeff's presentation isn't a progress report or a pitch to a new client; rather, it's a defense of Flynn Fuller's continuing added value. Jeff pulls together a team to make the case, but he hears as many approaches as there are people in the room. Industry Setting: Consulting firms Subjects: Financial services; HBR Case Discussions; Marketing planning; Marketing strategy Length: 8p NEW R0302X Title: A Consultant's Comeuppance
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(HBR Case Study) Author(s): Buday, Robert Publication Date: 02/01/2003 Product Type: Harvard Business Review Article Abstract: For ten years, Jeff Patterson's firm, Flynn Fuller Consulting, has worked on projects for financial services giant GloBank. Now Jeff's contact, Bill Holland, says another project is imminent--good news for the recessionbattered consultancy--but there's just one problem: GloBank has an enigmatic new CEO, H. Frank Maloney III. Brought in to restore profitability, Maloney has been examining GloBank's bottom line, looking for places to cut. The new CEO wants to slash GloBank's extensive use of consultants, which means that division presidents like Bill must justify major consulting projects. Worse, firms like Flynn Fuller must sell themselves again to GloBank. Jeff will have just one hour to try to sway Maloney, or his client will disappear. How can Jeff persuade Maloney that outside consultants are worth the cost? Jeff's presentation isn't a progress report or a pitch to a new client; rather, it's a defense of Flynn Fuller's continuing added value. Jeff pulls together a team to make the case, but he hears as many approaches as there are people in the room. May be used with: (R0302Z) A Consultant's Comeuppance (Commentary for HBR Case Study). Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2005 576083 Title: Consumer Analysis Author(s): Lovelock, Christopher H. Publication Date: 10/28/1975 Product Type: Note Abstract: Discusses both consumer and industrial buying behavior. Intended to supplement case materials in an introductory case-oriented marketing course. Emphasizes the importance for marketing managers of understanding what consumer needs are, how consumers make decisions and what their buying and usage behavior is like. Illustrations are provided as to how such understanding may provide inputs to decisions concerning all elements of the marketing mix. Subjects: Consumer behavior; Market segmentation; Marketing mixes; Marketing strategy Length: 6p 503S19 Title: Consumer Behavior Exercise (A), Spanish Version Author(s): Deighton, John; Fournier,
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Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: LACC Exercise Abstract: Students are instructed to interview a recent purchaser of a lowinvolvement product or service in depth about his/her buying decision. The exercise provides students with firsthand understanding of important concepts in consumer choice domain (e.g., stages in the buying process, decision-making roles, habit versus deliberation). Subjects: Consumer behavior; Market research Length: 2p 596039 Title: Consumer Behavior Exercise (A) Author(s): Deighton, John; Fournier, Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: Exercise Abstract: Students are instructed to interview a recent purchaser of a lowinvolvement product or service in depth about his/her buying decision. The exercise provides students with firsthand understanding of important concepts in consumer choice domain (e.g., stages in the buying process, decision-making roles, habit versus deliberation). May be used with: (596040) Consumer Behavior Exercise (B); (596041) Consumer Behavior Exercise (C); (596042) Consumer Behavior Exercise (D); (596043) Consumer Behavior Exercise (E); (596044) Consumer Behavior Exercise (F). Subjects: Consumer behavior; Market research Length: 2p Supplementary Materials: Teaching Note, (597041), 14p, by Susan Fournier, John Deighton 503S20 Title: Consumer Behavior Exercise (B), Spanish Version Author(s): Deighton, John; Fournier, Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: LACC Exercise Abstract: Students are instructed to interview a recent purchaser of a highinvolvement/utilitarian product or service in depth about his/her buying decision. The exercise provides students with firsthand understanding of important concepts in consumer choice domain (e.g., stages in the buying process, decision-making roles, habit versus deliberation). Subjects: Consumer behavior; Market research Length: 2p 596040 Title: Consumer Behavior Exercise (B) Author(s): Deighton, John; Fournier, Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: Exercise Abstract: Students are instructed to interview a recent purchaser of a highinvolvement/utilitarian product or service in depth about his/her buying decision. The exercise provides students with firsthand understanding of important concepts in consumer choice domain (e.g., stages in the buying process, decision-making roles, habit versus deliberation). May be used with: (596039) Consumer Behavior Exercise (A); (596041) Consumer Behavior Exercise (C); (596042) Consumer Behavior Exercise (D); (596043) Consumer Behavior Exercise (E); (596044) Consumer Behavior Exercise (F). Subjects: Consumer behavior; Market research Length: 2p Supplementary Materials: Teaching Note, (597041), 14p, by Susan Fournier, John Deighton 503S21 Title: Consumer Behavior Exercise (C), Spanish Version Author(s): Deighton, John; Fournier, Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: LACC Exercise Abstract: Students are instructed to interview a recent purchaser of a highinvolvement/ego-expressive product or service in depth about his/her buying decision. The exercise provides students with first-hand understanding of important concepts in consumer choice domain (e.g., stages in the buying process, decision-making roles, habit versus deliberation). Subjects: Consumer behavior; Market research Length: 2p 596041 Title: Consumer Behavior Exercise (C) Author(s): Deighton, John; Fournier, Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: Exercise Abstract: Students are instructed to interview a recent purchaser of a highinvolvement/ego-expressive product or service in depth about his/her buying decision. The exercise provides students
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with first-hand understanding of important concepts in consumer choice domain (e.g., stages in the buying process, decision-making roles, habit versus deliberation). May be used with: (596039) Consumer Behavior Exercise (A); (596040) Consumer Behavior Exercise (B); (596042) Consumer Behavior Exercise (D); (596043) Consumer Behavior Exercise (E); (596044) Consumer Behavior Exercise (F). Subjects: Consumer behavior; Market research Length: 2p Supplementary Materials: Teaching Note, (597041), 14p, by Susan Fournier, John Deighton 503S22 Title: Consumer Behavior Exercise (D), Spanish Version Author(s): Deighton, John; Fournier, Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: LACC Exercise Abstract: Students are instructed to interview a recent purchaser of a lowinvolvement product or service in depth about his/her ownership and usage experiences. The exercise provides students with first-hand understanding of important concepts in consumption domain (e.g., customer satisfaction, product meaning, brand loyalty). Subjects: Consumer behavior; Market research Length: 2p 596042 Title: Consumer Behavior Exercise (D) Author(s): Deighton, John; Fournier, Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: Exercise Abstract: Students are instructed to interview a recent purchaser of a lowinvolvement product or service in depth about his/her ownership and usage experiences. The exercise provides students with first-hand understanding of important concepts in consumption domain (e.g., customer satisfaction, product meaning, brand loyalty). May be used with: (596039) Consumer Behavior Exercise (A); (596040) Consumer Behavior Exercise (B); (596041) Consumer Behavior Exercise (C); (596043) Consumer Behavior Exercise (E); (596044) Consumer Behavior Exercise (F). Subjects: Consumer behavior; Market research Length: 2p Supplementary Materials: Teaching Note, (597041), 14p, by Susan Fournier,
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John Deighton 503S23 Title: Consumer Behavior Exercise (E), Spanish Version Author(s): Deighton, John; Fournier, Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: LACC Exercise Abstract: Students are instructed to interview a recent purchaser of a highinvolvement product or service in depth about his/her ownership and usage experiences. The exercise provides students with first-hand understanding of important concepts in consumption domain (e.g., customer satisfaction, product meaning, brand loyalty). Subjects: Consumer behavior; Market research Length: 2p 596043 Title: Consumer Behavior Exercise (E) Author(s): Deighton, John; Fournier, Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: Exercise Abstract: Students are instructed to interview a recent purchaser of a highinvolvement product or service in depth about his/her ownership and usage experiences. The exercise provides students with first-hand understanding of important concepts in consumption domain (e.g., customer satisfaction, product meaning, brand loyalty). May be used with: (596039) Consumer Behavior Exercise (A); (596040) Consumer Behavior Exercise (B); (596041) Consumer Behavior Exercise (C); (596042) Consumer Behavior Exercise (D); (596044) Consumer Behavior Exercise (F). Subjects: Consumer behavior; Market research Length: 2p Supplementary Materials: Teaching Note, (597041), 14p, by Susan Fournier, John Deighton 503S24 Title: Consumer Behavior Exercise (F), Spanish Version Author(s): Deighton, John; Fournier, Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: LACC Exercise Abstract: Students are instructed to interview a recent purchaser of a highinvolvement/ego-expressive product or service in depth about his/her ownership and usage experiences. The exercise provides students with first-hand understanding of important concepts in consumption domain (e.g., customer satisfaction, product meaning, brand loyalty). Subjects: Consumer behavior; Market research Length: 2p 596044 Title: Consumer Behavior Exercise (F) Author(s): Deighton, John; Fournier, Susan Publication Date: 08/25/1995 Revision Date: 01/29/1997 Product Type: Exercise Abstract: Students are instructed to interview a recent purchaser of a highinvolvement/ego-expressive product or service in depth about his/her ownership and usage experiences. The exercise provides students with first-hand understanding of important concepts in consumption domain (e.g., customer satisfaction, product meaning, brand loyalty). May be used with: (596039) Consumer Behavior Exercise (A); (596040) Consumer Behavior Exercise (B); (596041) Consumer Behavior Exercise (C); (596042) Consumer Behavior Exercise (D); (596043) Consumer Behavior Exercise (E). Subjects: Consumer behavior; Market research Length: 2p Supplementary Materials: Teaching Note, (597041), 14p, by Susan Fournier, John Deighton 2836 Title: Consumer Marketing Strategies (Paperback) Author(s): HBR Publication Date: 12/01/1989 Product Type: HBS Press Book Abstract: This paperback collection of over 20 Harvard Business Review articles shows how savvy marketers are responding to the new rules of the consumer marketing game. The current edition includes selections on the fundamental changes in consumer markets, getting the consumer product right the first time, building brands, and retailing tactics. HBR paperbacks are regularly revised with recent articles. Industry Setting: Consumer products Subjects: Consumer goods; Consumer marketing; Marketing management; Marketing strategy Length: 176p List Price: $35.00 CMR327 Title: Consuming Technology: Why Marketers Sometimes Get It Wrong Author(s): Berthon, Pierre R.; Mac Hulbert, James; Pitt, Leyland Publication Date: 11/01/2005 Product Type: CMR Article
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Publisher: California Management Review Abstract: Marketing tends to view technology as a means to meeting customer needs and desires. This view has led some marketers to focus perhaps too exclusively on the customer to the detriment of a deep understanding of technology and its interaction with society. Drawing on the ideas of the philosophers Heidegger and Popper, this article contends that technology is more than a means to the end of satisfying consumer needs and wants--it is an active force that frequently escapes the control of the marketer. Explores the ways in which technologies, firms, customers, and society interact and suggests how firms might adopt different strategies toward technology to take advantage of these emergent interactions. Subjects: NO SUBJECTS(KEYWORDS) Length: 20p Year New: 2006 7853BC Title: Consumption: The Happiness of Pursuit--The Implications for Marketing and Politics Author(s): Quelch, John A.; Jocz, Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: While consumption is an individual, private act, it affects the national wealth and international trade. Underconsumption depresses the economy, and overconsumption can produce financial distress for individuals, or overuse and damage of natural resources and the environment. In this way, consumption becomes a matter of political debate. In the democracy of the marketplace, consumers may increasingly choose to consume those products and services they consider to be healthy and environmentally sound or otherwise socially valuable. In this chapter, the authors reflect on the entanglements between consumption, marketing, and politics. Subjects: NO SUBJECTS(KEYWORDS) Length: 30p List Price: $6.95 4457BC Title: Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking Author(s): Zaltman, Gerald; Zaltman, Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter Abstract: Containers serve two basic functions: they keep things in and they
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keep things out. This chapter looks at some of the many instances in which the container, as a deep metaphor, affects consumers' thinking and behavior. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors; (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit; (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities; (4454BC) Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking; (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking; (4456BC) Journey: How the Meeting of Past, Present, and Future Affects Consumer Thinking; (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking; (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking; (4460BC) Control: How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking; (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering--Understanding the Minds of Consumers. Subjects: NO SUBJECTS(KEYWORDS) Length: 25p List Price: $6.95 Year New: 2007 R00608 Title: Contextual Marketing: The Real Business of the Internet Author(s): Kenny, David; Marshall, John F. Publication Date: 11/01/2000 Product Type: Harvard Business Review Article Abstract: The painful truth is that the Internet has been a letdown for most companies--largely because the dominant model for Internet commerce, the destination Web site, doesn't suit the needs of those companies or their customers. Most consumer product companies don't provide enough value or dynamic information to induce customers to make the repeat visits--and disclose the detailed information--that make such sites profitable. Instead of trying to create destinations that people will come to, companies need to use the power and reach of the Internet to deliver tailored messages and information to customers. Companies have to become what the authors call "contextual marketers." Delivering the most relevant information possible to consumers in the most timely manner possible will become feasible, the authors say, as access moves beyond the PC to shopping malls, retail stores, airports, bus stations, and even cars. The authors describe how the ubiquitous Internet will hasten the demise of the destination Web site--and open up scads of opportunities to reach customers through marketing "mobilemediaries," such as smart cards, e-wallets, and bar code scanners. Subjects: Brand management; Consumer marketing; Direct marketing; Marketing strategy; New economy; Technological change; World Wide Web Length: 7p BESTSELLER SMR236 Title: The Continuing Power of Mass Advertising Author(s): Nunes, Paul F.; Merrihue, Jeffrey Publication Date: 01/01/2007 Product Type: SMR Article Abstract: For several years now, marketers have been urged to embrace one-to-one marketing and to offer microsegmented consumers customized products and services through targeted outreach. While the "market of one" approach can pay off, say the authors, it requires a significant upfront investment, including: implementing customer relationship management software applications; filtering, enhancing, and cleaning customer data; and personalizing interactions (e-mail, billing, offers, and so on). These activities take time and the coordination of multiple parts of the organization (marketing, customer service, sales, information technology), which can be daunting for companies trying to react quickly to a changing environment. In addition, those systems have often produced disappointing results because their use was not well integrated with corporate strategy. Also, micro-marketing strategy, on its own, is too narrow. Companies still need to reach broad groups of people with messages that are not dependent on an individual's decision to open an envelope (whether virtual or physical), pick up the phone, or click on a box. But broad-based, broadcast media is ineffective and expensive. Fortunately, there are alternative solutions, such as one-to-one targeting and the broadcasting of 30-second television spots. The author's research on trends in marketing spending and consumer attitudes about advertising reveals four strategies available to companies that want to reach broad groups of people without breaking their marketing budget. The strategies are liberally illustrated with examples from Nike, Microsoft, UBS, Delta, Sony, Procter & Gamble,
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Citibank, Nextel, Honda, Nokia, and McDonald's, among others. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2007
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CMR049 Title: Continuous Learning About Markets Author(s): Day, George S. Publication Date: 07/01/1994 Product Type: CMR Article Publisher: California Management Review Abstract: Market-driven firms stand out in their ability to continuously anticipate market opportunities and respond before their competitors. The market learning processes in these firms are distinguished by: open-minded inquiry based on the belief that all decisions are made from the market back; widespread information distribution that ensures that relevant facts are available when needed; mutually informed mental models that guide interpretation and ensure that everyone pays attention to the essence and potential of the information; and an accessible memory of what has been learned. However, mastery of all the steps in the learning process is rare. Most firms suffer disabilities at one or more stages. Overcoming these learning disabilities and enhancing market learning competency is an important management challenge. Subjects: Market analysis; Market research; Marketing management Length: 23p 4460BC Title: Control: How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking Author(s): Zaltman, Gerald; Zaltman, Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter Abstract: Acquiring mastery over matters that affect us is a powerful motivation, and the extent to which we do or do not have that mastery greatly affects our sense of well-being. This chapter looks at control as a powerful lens through which consumers view the world. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors; (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit; (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities; (4454BC) Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking;
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(4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking; (4456BC) Journey: How the Meeting of Past, Present, and Future Affects Consumer Thinking; (4457BC) Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking; (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking; (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking; (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering--Understanding the Minds of Consumers. Subjects: NO SUBJECTS(KEYWORDS) Length: 22p List Price: $6.95 Year New: 2007 BH118 Title: Controlled Infection! Spreading the Brand Message Through Viral Marketing Author(s): Dobele, Angela; Toleman, David; Beverland, Michael Publication Date: 03/15/2005 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Viral marketing uses electronic communications to trigger brand messages throughout a widespread network of buyers. Often, the process is portrayed as a random, ground-up phenomenon over which marketers have little control. But an examination of successful viral marketing cases reveals a number of strategies underpinning this chaotic phenomenon, providing insight into how marketers can use it to position their brands, change their image, and increase adoption rates. Successful viral marketing campaigns have an engaging message that involves imagination, fun, and intrigue; encourages ease of use and visibility; targets credible sources; and leverages combinations of technology. Subjects: Brand management; Brands; Marketing strategy Length: 7p Year New: 2005 583045 Title: Convection Corp. (A) Author(s): Clarke, Darrel G.; Lilien G Publication Date: 10/21/1982 Revision Date: 09/11/1986 Product Type: Case (Field) Abstract: Paul Warren supervises four product managers for heavy industrial products. The product mix includes new products, old products, high share, low share, etc. Warren has the problem of allocating a reduced sales and promotions budget among the product managers. He turns to a major crossindustry study of industrial advertising policies for guidance. Geographic Setting: Midwestern United States Industry Setting: Industrial goods, machinery & equipment industries Gross Revenues: $2 billion sales Subjects: Advertising; Industrial markets; Market research; Models; Policy making; Product management Length: 24p 576173 Title: Coolidge Bank and Trust Co. Author(s): Lovelock, Christopher H. Publication Date: 02/01/1976 Revision Date: 01/30/1987 Product Type: Case (Field) Abstract: Coolidge Bank is a young and innovative commercial bank in the Boston area. Its president is debating the introduction of NOW accounts, which are interest-bearing checking accounts that may be legally offered by both thrift banks (savings and loans, etc.) and commercial banks. With a substantial number of thrift banks offering NOW accounts and the concept starting to grow among commercial banks in Massachusetts, Coolidge Bank has to decide its strategy. Seventeen pages of exhibits include data on Coolidge, sample advertising, and federal reserve bank statistics on NOW account activity in Massachusetts. Geographic Setting: Massachusetts Industry Setting: Commercial banking Gross Revenues: $127 million assets Subjects: Commercial banking; Marketing strategy; Pricing strategy; Product lines; Sales promotions Length: 20p Supplementary Materials: Teaching Note, (577074), 13p, by Christopher H. Lovelock 503S34 Title: The Coop: Market Research, Spanish Version Author(s): Bolton, Ruth; Moon, Youngme Publication Date: 03/15/1999 Revision Date: 08/24/1999 Product Type: LACC Case Abstract: Daryl Buckmeister, CEO of The Chicken Coop, must decide whether to invest in market research, how much money to spend, and which programs to fund. His two vice presidents (of quality and marketing) have presented very different proposals. Geographic Setting: United States Industry Setting: Restaurant industry Gross Revenues: $58.9 million
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revenues Subjects: Fast food industry; Market research; Restaurants Length: 17p 599113 Title: The Coop: Market Research Author(s): Bolton, Ruth; Moon, Youngme Publication Date: 03/15/1999 Revision Date: 08/24/1999 Product Type: Case (Gen Exp) Abstract: Daryl Buckmeister, CEO of The Chicken Coop, must decide whether to invest in market research, how much money to spend, and which programs to fund. His two vice presidents (of quality and marketing) have presented very different proposals. Geographic Setting: United States Industry Setting: Restaurant industry Gross Revenues: $58.9 million revenues Subjects: Fast food industry; Market research; Restaurants Length: 14p 504S23 Title: Cooper Pharmaceuticals, Inc., Spanish Version Author(s): Cespedes, Frank V. Publication Date: 05/07/1990 Revision Date: 10/05/1993 Product Type: LACC Case Abstract: Traces the 12-year career of a pharmaceutical salesperson, Bob Marsh, from recruitment to termination. Mr. Marsh has had an uneven career with Cooper Pharmaceuticals, Inc. (CPI) and, after a probationary period, is asked to resign. Following his termination, a number of Marsh's former customers complain vigorously, and CPI's vice president of sales is asked to investigate the matter and to decide what, if anything, to do about it. A rewritten version of an earlier case by D.A. Newton. Geographic Setting: United States Industry Setting: Pharmaceutical industry Gross Revenues: $1 billion assets Subjects: Industrial markets; Marketing implementation; Marketing management; Marketing organization; Pharmaceuticals; Sales management Length: 10p 590111 Title: Cooper Pharmaceuticals, Inc. Author(s): Cespedes, Frank V. Publication Date: 05/07/1990 Revision Date: 10/05/1993 Product Type: Case (Field) Abstract: Traces the 12-year career of a pharmaceutical salesperson, Bob Marsh, from recruitment to termination. Mr. Marsh has had an uneven career with
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Cooper Pharmaceuticals, Inc. (CPI) and, after a probationary period, is asked to resign. Following his termination, a number of Marsh's former customers complain vigorously, and CPI's vice president of sales is asked to investigate the matter and to decide what, if anything, to do about it. A rewritten version of an earlier case by D.A. Newton. Geographic Setting: United States Industry Setting: Pharmaceutical industry Gross Revenues: $1 billion assets Subjects: Industrial markets; Marketing implementation; Marketing management; Marketing organization; Pharmaceuticals; Sales management Length: 10p Supplementary Materials: Teaching Note, (591027), 17p, by Frank V. Cespedes 8280BC Title: Core Brand Message: How to Build a Unique Brand Author(s): Moser, Mike Publication Date: 02/13/2003 Product Type: HBS Press Chapter Abstract: The core brand message is the key message that your company will be communicating to all its audiences. All other messages coming from the company will be offshoots of this message. This chapter will take you through a process that will ensure that the brand message you come up with will work in the marketplace for years to come. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand; (8279BC) Core Brand Values: How to Build a Unique Brand; (8281BC) Brand Personality: How to Build a Unique Brand; (8282BC) Brand Icons: How to Build a Unique Brand; (8283BC) Your Brand Roadmap: How to Build a Unique Brand. Subjects: NO SUBJECTS(KEYWORDS) Length: 32p List Price: $6.95 Year New: 2007 8279BC Title: Core Brand Values: How to Build a Unique Brand Author(s): Moser, Mike Publication Date: 02/13/2003 Product Type: HBS Press Chapter Abstract: This chapter will help you articulate your company's core brand values, which make up the foundation for every decision your company makes--from the kind of people you hire, to the kinds of customers you pursue, to the marketing decisions you make. A worksheet to guide you through the process is included. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand; (8280BC) Core Brand Message: How to Build a Unique Brand; (8281BC) Brand Personality: How to Build a Unique Brand; (8282BC) Brand Icons: How to Build a Unique Brand; (8283BC) Your Brand Roadmap: How to Build a Unique Brand. Subjects: NO SUBJECTS(KEYWORDS) Length: 28p List Price: $6.95 Year New: 2007 502023 Title: Corona Beer (A) Author(s): Deshpande, Rohit; O'NeilMassaro, Kirsten J.; Herrero, Gustavo A. Publication Date: 11/29/2001 Revision Date: 06/30/2004 Product Type: Color Case Abstract: In early June 1997, the CEO and vice chairman of Grupo Modelo were reviewing the performance of Corona beer in the U.S. market. Despite a much higher sales volume growth rate, Corona still trailed Heineken, the #1 imported beer brand in the U.S. market. Could Corona overtake Heineken and, if so, what marketing strategy changes needed to be made? Includes color exhibits. Geographic Setting: Mexico; United States Industry Setting: Beef industry Subjects: Beverages; Brands; Marketing strategy Length: 24p Supplementary Materials: Supplement (Field), (503037), 2p, by Rohit Deshpande, Gustavo A. Herrero 503S01 Title: Corona Beer (A), Spanish Version Author(s): Deshpande, Rohit; O'NeilMassaro, Kirsten J.; Herrero, Gustavo A. Publication Date: 08/09/2002 Product Type: LACC Case Abstract: In early June 1997, the CEO and vice chairman of Grupo Modelo were reviewing the performance of Corona beer in the U.S. market. Despite a much higher sales volume growth rate, Corona still trailed Heineken, the #1 imported beer brand in the U.S. market. Could Corona overtake Heineken and, if so, what marketing strategy changes needed to be made? Geographic Setting: Mexico; United States Industry Setting: Beef industry Subjects: Beverages; Brands; Marketing strategy Length: 26p 503037 Title: Corona Beer (B)
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Author(s): Deshpande, Rohit; Herrero, Gustavo A. Publication Date: 11/18/2002 Revision Date: 03/24/2003 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (502023) Corona Beer (A). Subjects: Beverages; Brands; Marketing strategy Length: 2p NEW 250X Title: Corporate Identity: Making Business Strategy Visible Through Design (Hardcover) Author(s): Olins, Wally Publication Date: 10/15/1990 Product Type: HBS Press Book Abstract: This book is a fascinating account of the role image has played in organizations ranging from Napoleon's empire to the Confederate States of America to modern corporations such as Coca-Cola, BMW, Apple, and Sony. Olins demonstrates how identity is crucial to market share, how it plays a central role in expansion and diversification, how it is vital to both effective recruitment and the way people work together inside a company, and how it is directly related to profitability. Corporate Identity makes a convincing case for the importance of corporate image to a company's success. Identity must have a secure place in the hearts and minds of managers, along with finance, research and development, product quality, personnel management, and other corporate assets. As Olins observes, "In the end, it is economic power that wins the day. But economic power derives increasingly from moral, aesthetic, and cultural power. The organizations that can marshall these strengths will lead the world in the twenty-first century." A paperback version is available: Order No. 3689, $29.95. Industry Setting: Advertising industry; Communications industry Subjects: Advertising; Brand equity; Brand management; Brands; Communications industry; Corporate strategy; Marketing management; Marketing strategy; Packaging; Product positioning; Public relations Length: 350p List Price: $60.00 3689 Title: Corporate Identity: Making Business Strategy Visible Through Design (Paperback) Author(s): Olins, Wally Publication Date: 09/09/1992 Product Type: HBS Press Book
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Abstract: This book is a fascinating account of the role image has played in organizations ranging from Napoleon's empire to the Confederate States of America to modern corporations such as Coca-Cola, BMW, Apple, and Sony. Olins demonstrates how identity is crucial to market share, how it plays a central role in expansion and diversification, how it is vital to both effective recruitment and the way people work together inside a company, and how it is directly related to profitability. Corporate Identity makes a convincing case for the importance of corporate image to a company's success. Identity must have a secure place in the hearts and minds of managers, along with finance, research and development, product quality, personnel management, and other corporate assets. As Olins observes, "In the end, it is economic power that wins the day. But economic power derives increasingly from moral, aesthetic, and cultural power. The organizations that can marshall these strengths will lead the world in the twenty-first century." A hardcover version is available: Order No. 250X, $50.00. Industry Setting: Advertising industry; Communications industry Subjects: Advertising; Brand equity; Brand management; Brands; Communications industry; Corporate strategy; Marketing management; Marketing strategy; Packaging; Product positioning; Public relations Length: 224p List Price: $29.95 91409 Title: Corporate Imagination and Expeditionary Marketing Author(s): Hamel, Gary; Prahalad, C. K. Publication Date: 07/01/1991 Product Type: Harvard Business Review Article Abstract: In the 1990s, competitive success will come from building and dominating fundamentally new markets. Core competencies are one prerequisite for creating these new markets. Corporate imagination and expeditionary marketing are the keys that unlock the markets. Corporate imagination is unleashed when companies escape the tyranny of their served markets, think about needs and functionalities instead of marketing's more conventional customer-product grid, overturn tradition price-performance assumptions, and lead customers rather than follow them. Subjects: Creativity; Innovation; Marketing strategy; New product marketing; Product development; Product management; Research & development Length: 10p 589087 Title: Corporate Positioning: How to Assess--and Build--A Company's Reputation Author(s): Kosnik, Thomas J. Publication Date: 02/13/1989 Product Type: Note Abstract: Provides a framework for assessing and enhancing an organization's reputation. Points out two dimensions of a corporate image-visibility and credibility. Discusses several critical issues that must be addressed in building an image. Finally, provides an assessment of how well various marketing tactics build visibility and credibility. Based on observations of corporate positioning issues in five industries: management consulting, public accounting, computer hardware, computer software, and systems integration. Subjects: Communication strategy; Marketing management; Professionals; Services Length: 13p R00210 Title: Cost Transparency: The Net's Threat to Prices and Brands Author(s): Sinha, Indrajit Publication Date: 03/01/2000 Product Type: Harvard Business Review Article Abstract: There is much euphoria about the possibilities offered by e-commerce. Consumers envision lower prices and easy shopping; investors imagine cashing in on Internet IPOs; and startups want their business model to be the one that transforms an industry. But beneath all the excitement lies a sobering reality: the Internet represents the biggest threat thus far to a company's ability to brand its products, extract price premiums from buyers, and generate high profit margins. Indrajit Sinha explains that this threat comes from what economists call cost transparency, a situation made possible by the abundance of free, easily obtained information on the Internet. Pricing information is the most prevalent, but consumers can also find a wealth of material about product quality, supplier reliability, service offerings, and much more. All that information makes sellers' costs more transparent to buyers. It lets them see through manufacturing costs and determine whether those costs are in line with the prices being charged. That will make it much harder for companies, whether they are on-line or not, to impose large price premiums. What can companies do to fight back? Sinha suggests several options. One is
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to implement creative pricing strategies that go beyond traditional price cutting. Another is bundling--packaging a product with other goods and services in order to obscure the product's costs. But the best way of countering cost transparency is through innovation, Sinha says. Consumers will always reward makers of new and distinctive products that improve their lives. Subjects: Brand management; Consumer marketing; Electronic commerce; Internet; Marketing strategy; Pricing Length: 6p 4738 Title: Cost Transparency: The Net's Threat to Prices and Brands (HBR OnPoint Enhanced Edition) Author(s): Sinha, Indrajit Publication Date: 09/01/2000 Product Type: HBR OnPoint Article Abstract: There is much euphoria about the possibilities offered by e-commerce. Consumers envision lower prices and easy shopping; investors imagine cashing in on Internet IPOs; and startups want their business model to be the one that transforms an industry. But beneath all the excitement lies a sobering reality: the Internet represents the biggest threat thus far to a company's ability to brand its products, extract price premiums from buyers, and generate high profit margins. Indrajit Sinha explains that this threat comes from what economists call cost transparency, a situation made possible by the abundance of free, easily obtained information on the Internet. Pricing information is the most prevalent, but consumers can also find a wealth of material about product quality, supplier reliability, service offerings, and much more. All that information makes sellers' costs more transparent to buyers. It lets them see through manufacturing costs and determine whether those costs are in line with the prices being charged. That will make it much harder for companies, whether they are on-line or not, to impose large price premiums. What can companies do to fight back? Sinha suggests several options. One is to implement creative pricing strategies that go beyond traditional price cutting. Another is bundling--packaging a product with other goods and services in order to obscure the product's costs. But the best way of countering cost transparency is through innovation, Sinha says. Consumers will always reward makers of new and distinctive products that improve their lives. Subjects: Brand management; Consumer marketing; Electronic commerce; Internet; Marketing strategy;
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Pricing Length: 10p List Price: $6.50 83401 Title: Cost-Conscious Marketing Research Author(s): Andreasen, Alan R. Publication Date: 07/01/1983 Product Type: Harvard Business Review Article Abstract: Many small businesses and nonprofit organizations avoid doing marketing research because they have at least five misconceptions about it: the big decision myth; the survey myopia myth; the big bucks myth; the sophisticated researcher myth; and the most research is not read myth. Subjects: Market research; Nonprofit organizations; Small business Length: 5p 599041 Title: Costco Companies, Inc. Author(s): Bell, David E.; Leamon, Ann Publication Date: 09/14/1998 Revision Date: 07/12/1999 Product Type: Case (Field) Abstract: Costco Companies, one of the major players in the wholesale club industry, has developed a new class of membership that offers discounted services--auto, health, and home insurance, business credit card processing, real estate services--in exchange for a higher annual fee ($100 vs. $40). The case poses two questions: 1) how should the new membership be marketed, to whom, and how much should be spent on the effort? and 2) what are the potential risks and benefits for Costco, which generated $22 billion in 1997 selling products in bulk, in offering services? Which question is emphasized depends on whether the case is taught in a marketing or a retailing course. Geographic Setting: United States Industry Setting: Retail industry Number of Employees: 55,000 Gross Revenues: $22 billion revenues Subjects: Brand equity; Marketing strategy; Retailing; Services; Wholesaling Length: 21p Supplementary Materials: Teaching Note, (599088), 7p, by David E. Bell 90201 Title: The Costly Bargain of Trade Promotion Author(s): Buzzell, Robert D.; Quelch, John A.; Salmon, Walter J. Publication Date: 03/01/1990 Product Type: Harvard Business Review Article Abstract: Over the last decade, power in the retailing of packaged goods has shifted from manufacturers to wholesalers and sellers. One result has been an increase in consumer and trade promotion. But many trade promotion practices are costly to manufacturers, retailers, and eventually consumers. The authors single out forward buying in the grocery trade and offer evidence of the costs of this practice to the distribution system as a whole. They suggest a policy called "everyday low purchase price", designed to smooth the peaks and valleys of demand and reduce the costs of distribution. Industry Setting: Advertising industry; Retail industry Subjects: Advertising; Industry analysis; Marketing management; Retailing; Sales promotions Length: 8p 594031 Title: Cott Corp.: Private Label in the 1990s Author(s): Goldberg, Ray A.; Kaplan, Robert S.; Daniels, Donald Publication Date: 09/23/1993 Revision Date: 12/13/1993 Product Type: Case (Field) Abstract: Private label cola, Cott, gets 30% of the market in Canada. How does it move into the U.S. market? How do retailers evaluate its benefit costs? Does Cott use an existing structure or build new ones? Does Cott diversify from drink to snack foods? Geographic Setting: Global Industry Setting: Food & beverage industries Gross Revenues: $250 million revenues Subjects: Beverages; Brands; Canada; Consumer marketing Length: 29p 587110 Title: Crafted with Pride in U.S.A. Council Author(s): Greyser, Stephen A.; Teopaco, John L. Publication Date: 05/13/1987 Revision Date: 05/13/1991 Product Type: Case (Field) Abstract: Marketing executives are deciding on a message strategy for a prospective advertising campaign to help the U.S. textile/apparel industry convince consumers and retailers to buy U.S.made apparel products. A three-year $40 million campaign is planned. Extensive research information from consumers and retailers is available to assist the executives. Geographic Setting: United States Industry Setting: Textile industry Company Size: small Subjects: Advertising; Consumer
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marketing; Textiles Length: 25p Supplementary Materials: Supplement (Field), (591067), 12p, by Stephen A. Greyser, John L. Teopaco F0511C Title: Crap Circles Author(s): Morse, Gardiner Publication Date: 11/01/2005 Product Type: Harvard Business Review Article Abstract: The most dubious business plans can appear solid, even smart, when illustrated with snappy circle-andarrow graphics. Look closely, though, and you'll see that many of these diagrams are full of it. Geographic Setting: Boston, MA; Canada; United States Industry Setting: Accounting firms; Software industry; Solar energy Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Year New: 2005 U0003B Title: A Crash Course in Customer Relationship Management Publication Date: 03/01/2000 Product Type: Harvard Management Update Article Abstract: It's the marketer's newest set of tools--but not every company needs it. Customer relationship management (CRM) is markedly different from past marketing strategies. CRM allows a company to identify customers, differentiate them in terms of their needs and value, interact with them, and customize some aspect of its products or services to meet those customers' needs. This article covers the basics of CRM and includes sidebars on CRM metrics, the technology behind CRM, and a discussion of what kinds of companies should be using CRM. Subjects: Customer relations; Marketing management; Marketing strategy Length: 3p List Price: $4.50 6289BC Title: Create Winning Marketing in a Silo World Author(s): Aaker, David Publication Date: 10/21/2008 Product Type: HBS Press Chapter Abstract: Organizations need brilliant, break-out-of-the-clutter marketing programs directed at priority markets, especially in these days of media fragmentation. Great marketing is not only cost effective, but will bring silos together. The challenge is how to rise above good to superior in silo markets while creating synergy and leveraging
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the scope of the organization. This chapter looks at ways of making silos assets instead of hindrances in creating outstanding cross-silo marketing. Subjects: NO SUBJECTS(KEYWORDS) Length: 29p List Price: $6.95 107XC Title: Creating Customer-Centric Cultures: Lessons from HighPerformance Organizations Author(s): Deshpande, Rohit Publication Date: 10/01/2005 Product Type: Faculty Seminar Video Abstract: What kinds of corporate cultures are common to best-performing organizations? Does being customer focused really matter? Professor Rohit Deshpande describes revolutionary changes in marketing that lead to more customer-centric organizations, where customers are everybody's responsibility and the language of the customer is key. Approaching marketing as a cultural challenge is a hallmark of the most successful high-performance companies in the world. Subjects: NO SUBJECTS(KEYWORDS) Length: 48 min Year New: 2005 501039 Title: Creating Value Author(s): Deshpande, Rohit Publication Date: 10/03/2000 Product Type: Note Abstract: Creating value involves understanding consumers/customers and bringing this knowledge into the organization. Market-driven and marketdriving strategies are contrasted in the context of new product development. Subjects: Marketing strategy; Product development Length: 6p DMI001 Title: Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies Author(s): Greyser, Stephen A.; Phillips, Peter L. Publication Date: 01/01/1999 Product Type: Case (Field) Publisher: Design Management Institute Abstract: The creation of Lucent Technologies was the result of AT&T's "trivestiture" in 1995. In this split, three companies were formed: AT&T, a $50 billion telecommunications services company; NCR, a computer firm; and an unnamed $20 billion "Systems and Technology" company that designed, built, and delivered a wide range of public and private networks, communications systems and software, consumer and business telephone systems, and microelectronics components. Given that AT&T was one of the largest, oldest, and best known corporations in the world, the new "S&T" company's management was faced with a series of strategic issues which had to be resolved quickly. Presents the process used by the company and its corporate identity consultants to identify corporate values that were important in the marketplace, to create a name for the company, to design a logo and identity system, and to implement the strategy. Also provides an opportunity to follow the process used by a company at the time of change in its identity and positioning in the marketplace. Such change may come as the result of a merger, acquisition, new alliance or, as in this case, the result of a spin-off. Comparing this process to the one generally followed in the formation of a truly new "start-up" venture; analyzing the effect of business, financial, and regulatory pressures on the process; and examining the role of consultants and research in the development of a name and visual identity for the company. Comparisons to current publicized examples of identity change can foster meaningful debate in the classroom. May be used with: (500060) Computer Power Group: Designing Brand Architecture; (501007) Renaming Computer Power Group; (500055) Claiborne Asks Web Surfers to Name New Line; (500054) Selecting a New Name for Security Capital Pacific Trust; (500066) Naming the Edsel. Geographic Setting: United States Industry Setting: Telecommunications industry Subjects: Brands; Consulting; Design management; High technology products; Market positioning Length: 15p Supplementary Materials: Teaching Note, (DMI002), 5p, by Stephen A. Greyser, Peter L. Phillips 2564BC Title: Creating a Marketing Plan: An Overview Publication Date: 11/21/2005 Product Type: HBS Press Chapter Abstract: Effective marketing cannot begin without an effective marketing plan. The marketing plan serves to define the opportunity, the strategy, the budget, and the expected results of product sales. In this chapter, the individual elements that comprise the plan are introduced, as are details on how to implement adequate research in considering each decision therein. May
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be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy; (2572BC) Competitive Analysis: Understand Your Opponents; (2580BC) Market Customization: Market Segmentation, Targeting, and Positioning; (2599BC) Developing New Products and Services: The Marketer's Role; (2602BC) Branding: Differentiation that Customers Value; (2610BC) The Right Customers: Acquisition, Retention, and Development; (2629BC) Pricing It Right: Strategies, Applications, and Pitfalls; (2637BC) Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation; (2645BC) Interactive Marketing: New Channel, New Challenge; (2653BC) Marketing Across Borders: It's a Big, Big World. Subjects: NO SUBJECTS(KEYWORDS) Length: 16p List Price: $6.95 Year New: 2006 BH294 Title: Creating emotions via B2C websites Author(s): Jones, Marilyn Y.; Spence, Mark T.; Vallaster, Christine Publication Date: 09/15/2008 Product Type: Case (Field) Publisher: Business Horizons/Indiana University Abstract: Compared to offline media communications, business-to-consumer (B2C) websites possess unique characteristics that affect the likelihood of generating emotional reactions to the web experience itself, the brand, fellow customers, and employees of the firm. The emotion-causing antecedents elucidated in this article are the website's vividness, interactivity, challenge, interaction speed, machine memory, and allowable social interactions. Depending on how a website performs on these dimensions, positive or negative emotions may result. For example, using machine memory to automatically generate purchase recommendations based on prior consumption patterns may be perceived as pleasantly surprising, while a firm sending unsolicited emails based on a user's cookie trail may be annoying. Regardless of the valence of the resultant emotion, the feelings generated may attach to the brand. Because a goal of brand managers is to get consumers to associate positive emotions with a brand, a pre-condition to developing and managing a website is understanding these emotion evoking antecedents and their ramifications. Industry Setting: Internet & online
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services industries; Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 10p 999006 Title: Creating the Customer-Centric Team: Coordinating Sales & Marketing Author(s): Shapiro, Benson P. Publication Date: 02/25/2002 Product Type: Note Abstract: Focuses on the coordination of marketing and sales--two functions that seem alike but are, in practice, difficult to integrate. Briefly explains the challenges to coordination and provides some solutions. Subjects: Marketing management; Marketing organization; Organizational design; Organizational structure; Sales management; Sales organization Length: 4p HKU554 Title: Creative Advertising: Sunday Communications Ltd. Author(s): Hung, Kineta; Park, Monica Publication Date: 01/04/2006 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: Mobile network operator Sunday Communications Ltd. burst onto the scene in 1997 with an innovative approach to branding and promotion. Its "feels like Sunday" series of television commercials depicting irreverent attitudes and typical person-presenters struck a chord with Hong Kong customers and generated an initial interest that surpassed expectations for the late-entry mobile network provider. Encouraging initial sales figures coupled with a highly visible brand positioned Sunday to be a serious contender within the acutely competitive mobile phone sector. But despite its successes, Sunday claimed a mere 9.8% of the market in 2000 and 8.3% in 2005. With the mobile phone sector in Hong Kong operating at maximum penetration, would the lure of the Sunday brand prove strong enough to sustain a loyal subscriber base long term? Would its irreverent brand image eventually wear thin? Geographic Setting: Hong Kong Industry Setting: Mobile phone Subjects: NO SUBJECTS(KEYWORDS) Length: 11p Supplementary Materials: Teaching Note, (HKU555), 15p, by Kineta Hung, Monica Park Year New: 2006 587064 Title: Creative Gourmets: Excellence Through Caring Author(s): Goldberg, Ray A.; Smith, Stephen K. Publication Date: 08/15/1986 Product Type: Case (Field) Abstract: A small entrepreneurial catering firm is at the forefront of changes in consumer eating habits. Should it continue its success by either internal expansion, joint venture, or acquisition by another firm? Geographic Setting: Boston, MA Industry Setting: Food services Gross Revenues: $10 million revenues Subjects: Expansion; Growth strategy; Services; Supermarkets Length: 29p KEL005 Title: Credit Solicitations as Market Experiments in the U.S. Credit Card Industry Author(s): Al-Najjar, Nabil; Besanko, David; Uchoa, Roberto Publication Date: 01/01/2003 Revision Date: 02/13/2003 Product Type: Case (Pub Mat) Abstract: Describes market experiments conducted by a major credit card issuer. In a typical experiment, the issuer sends out hundreds of thousands of solicitations based on information received from credit reporting agencies (e.g., credit score, past delinquencies, etc.). Selection bias is striking: the average risk profile of those responding to higher interest rates is significantly worse than that of respondents to lower rates. Tracking respondents for 27 months after the experiment, respondents to higher rates displayed significantly higher delinquency and bankruptcy rates. Based on a research paper by Larry Ausubel. Geographic Setting: United States Industry Setting: Credit card Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Year New: 2005 CMR072 Title: Crisis in the Arts: The Marketing Response Author(s): Scheff, Joanne; Kotler, Philip Publication Date: 10/01/1996 Product Type: CMR Article Publisher: California Management Review Abstract: The nonprofit performing arts industry in America, along with many performing arts organizations around the world, are facing crises on a variety of fronts. Accordingly, arts organizations must learn new ways to attract the resources they need to sustain their mission and quality. Arts managers must improve their skills in increasing and broadening their audience base,
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improving accessibility to various art forms, and learning how to better meet the needs of specific audience segments and contributors. To accomplish this, they must develop a better understanding of their own business and of the interests, attitudes, and motivations of their customers. They must professionalize their marketing and management skills and learn to be accountable to all their publics: their artists, their funders, and their audiences. Then they can create offerings, services, and messages to which the target audience will enthusiastically respond, without compromising their artistic integrity. Industry Setting: Arts administration; Entertainment industry; Performing arts Subjects: Arts administration; Entertainment industry; Marketing strategy; Nonprofit organizations Length: 25p 578197 Title: Cronin's Author(s): Cady, John F. Publication Date: 05/01/1978 Revision Date: 08/01/1978 Product Type: Case (Field) Abstract: Describes a situation facing a large regional department store with declining market share in some merchandising categories and a generally low share among younger and less affluent consumers. Students must utilize consumer demographic, life cycle, and attitude data, in conjunction with operating data, to choose among alternative strategies for market share growth. Industry Setting: Retail industry Company Size: mid-size Gross Revenues: $300 millions sales Subjects: Consumer marketing; Demographics; Department stores; Growth strategy; Market share; Merchandising; Product positioning; Retailing Length: 33p Supplementary Materials: Teaching Note, (586072), 9p, by John F. Cady R0407Z Title: Cross Selling or Cross Purposes? (Commentary for HBR Case Study) Author(s): Harding, Ford; Charan, Ram; Kovac, Caroline A.; Colletti, Jerome A.; Turegano, Federico Publication Date: 07/01/2004 Product Type: Harvard Business Review Article Abstract: Software maker TopTek has acquired a consulting and systemsintegration firm, mainly to profit from the software sales that are a natural byproduct of consulting engagements. But in many ways the two companies worked
Marketing
better when they were separate. Before the acquisition, the same people who delivered services to clients made the consulting firm's sales. By contrast, TopTek's professional salespeople, all of them highly skilled at selling product, handled sales. Now the consultants and the salespeople are trying to work together, but they're making a hash of it. For instance, the CIO of a TopTek customer--a retailer--is complaining that consultants from the acquired firm are driving him nuts. They've got his boss's ear, and they're selling additional projects left and right, stimulating demand for a pace of change that the CIO says the retailer can't handle. The consultants in the newly constituted TopTek aren't happy either. They get no commissions on products they sell, because commissions for all sales to an account--forever--go to the salesperson who snagged it in the first place. The sales force has its own gripes. The consultants aren't much help in winning new business, according to Ron Murphy, TopTek's sales VP. What will it take for cross selling to succeed at TopTek? May be used with: (R0407X) Cross Selling or Cross Purposes? (HBR Case Study). Subjects: HBR Case Discussions; Sales compensation; Sales management; Sales strategy Length: 4p Year New: 2004 R0407X Title: Cross Selling or Cross Purposes? (HBR Case Study) Author(s): Harding, Ford Publication Date: 07/01/2004 Product Type: Harvard Business Review Article Abstract: Software maker TopTek has acquired a consulting and systemsintegration firm, mainly to profit from the software sales that are a natural byproduct of consulting engagements. But in many ways the two companies worked better when they were separate. Before the acquisition, the same people who delivered services to clients made the consulting firm's sales. By contrast, TopTek's professional salespeople, all of them highly skilled at selling product, handled sales. Now the consultants and the salespeople are trying to work together, but they're making a hash of it. For instance, the CIO of a TopTek customer--a retailer--is complaining that consultants from the acquired firm are driving him nuts. They've got his boss's ear, and they're selling additional projects left and right, stimulating demand for a pace of change that the CIO says the retailer can't handle. The consultants in the newly constituted TopTek aren't happy either. They get no commissions on products they sell, because commissions for all sales to an account--forever--go to the salesperson who snagged it in the first place. The sales force has its own gripes. The consultants aren't much help in winning new business, according to Ron Murphy, TopTek's sales VP. What will it take for cross selling to succeed at TopTek? May be used with: (R0407Z) Cross Selling or Cross Purposes? (Commentary for HBR Case Study). Subjects: HBR Case Discussions; Sales compensation; Sales management; Sales strategy Length: 5p Year New: 2004 R0407B Title: Cross Selling or Cross Purposes? (HBR Case study and Commentary) Author(s): Harding, Ford; Charan, Ram; Kovac, Caroline A.; Colletti, Jerome A.; Turegano, Federico Publication Date: 07/01/2004 Product Type: Harvard Business Review Article Abstract: Software maker TopTek has acquired a consulting and systemsintegration firm, mainly to profit from the software sales that are a natural byproduct of consulting engagements. But in many ways the two companies worked better when they were separate. Before the acquisition, the same people who delivered services to clients made the consulting firm's sales. By contrast, TopTek's professional salespeople, all of them highly skilled at selling product, handled sales. Now the consultants and the salespeople are trying to work together, but they're making a hash of it. For instance, the CIO of a TopTek customer--a retailer--is complaining that consultants from the acquired firm are driving him nuts. They've got his boss's ear, and they're selling additional projects left and right, stimulating demand for a pace of change that the CIO says the retailer can't handle. The consultants in the newly constituted TopTek aren't happy either. They get no commissions on products they sell, because commissions for all sales to an account--forever--go to the salesperson who snagged it in the first place. The sales force has its own gripes. The consultants aren't much help in winning new business, according to Ron Murphy, TopTek's sales VP. What will it take for cross selling to succeed at TopTek? Subjects: HBR Case Discussions; Sales compensation; Sales management; Sales strategy Length: 9p Year New: 2004
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578170 Title: Cumberland Metal Industries (A): Model Year 1978 Negotiations with Beta Motors Author(s): Shapiro, Benson P.; Cline, Craig E. Publication Date: 04/01/1978 Revision Date: 10/05/1994 Product Type: Case (Field) Abstract: Provides the background on Cumberland Metal Industries' entry into the automotive components market as a supplier of emission control equipment parts. Cumberland Metal must decide what bid to quote on Beta Motor's 1978 model year business. The company previously had a three-year contract for 100% of Beta's business, but it is now faced with a competitive situation in which a small market share, yet one greater than 50%, is a virtual certainty. Geographic Setting: Maryland Industry Setting: Automotive supplies; Metals Company Size: small Gross Revenues: $22 million sales Subjects: Automotive supplies; Business conditions; Competitive bidding; Industrial markets; Metals; Pollution control; Pricing Length: 16p Supplementary Materials: Supplement (Field), (578171), 2p, by Benson P. Shapiro, Craig E. Cline; Supplement (Field), (578172), 1p, by Benson P. Shapiro, Craig E. Cline; Supplement (Field), (578173), 2p, by Benson P. Shapiro, Craig E. Cline; Teaching Note, (584096), 17p, by Benson P. Shapiro; Teaching Note, (583103), 5p, by E. Raymond Corey 578171 Title: Cumberland Metal Industries (B): Model Year 1978 Results with Beta Motors Author(s): Shapiro, Benson P.; Cline, Craig E. Publication Date: 05/01/1978 Revision Date: 10/07/1994 Product Type: Supplement (Field) Abstract: Designed as a class hand-out after discussion of the (A) case. Must be used with: (578170) Cumberland Metal Industries (A): Model Year 1978 Negotiations with Beta Motors. Industry Setting: Automotive supplies; Metals Subjects: Automotive supplies; Business conditions; Competitive bidding; Industrial markets; Metals; Pollution control; Pricing Length: 2p Supplementary Materials: Teaching Note, (584096), 17p, by Benson P. Shapiro
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578172 Title: Cumberland Metal Industries (C): Model Year 1979 Negotiations with Beta Motors Author(s): Shapiro, Benson P.; Cline, Craig E. Publication Date: 05/01/1978 Revision Date: 10/07/1994 Product Type: Supplement (Field) Abstract: Designed as a class hand-out after discussion of the (A) and (B) cases. Must be used with: (578170) Cumberland Metal Industries (A): Model Year 1978 Negotiations with Beta Motors. Industry Setting: Automotive supplies; Metals Subjects: Automotive supplies; Business conditions; Competitive bidding; Industrial markets; Metals; Pollution control; Pricing Length: 1p Supplementary Materials: Teaching Note, (584096), 17p, by Benson P. Shapiro 578173 Title: Cumberland Metal Industries (D): Model Year 1979 Results with Beta Motors Author(s): Shapiro, Benson P.; Cline, Craig E. Publication Date: 05/01/1978 Revision Date: 10/07/1994 Product Type: Supplement (Field) Abstract: Designed as a class hand-out after discussion of the (A), (B), and (C) cases. Must be used with: (578170) Cumberland Metal Industries (A): Model Year 1978 Negotiations with Beta Motors. Industry Setting: Automotive supplies; Metals Subjects: Automotive supplies; Business conditions; Competitive bidding; Industrial markets; Metals; Pollution control; Pricing Length: 2p Supplementary Materials: Teaching Note, (584096), 17p, by Benson P. Shapiro 503S46 Title: Cumberland Metal Industries: Engineered Products Division--1980, Spanish Version Author(s): Shapiro, Benson P.; Sherman, Jeffrey J. Publication Date: 01/01/1980 Revision Date: 08/16/1985 Product Type: LACC Case Abstract: Cumberland Metal Industries has developed a new product to help contractors drive piles faster. They are trying to decide how to price it. Provides substantial information on the industry, competition, etc. Students must decide what factors are relevant in making an industrial pricing decision. Decisions must also be made about promotion and distribution channels. Geographic Setting: United States Industry Setting: Construction industry Company Size: small Gross Revenues: $18 million sales Subjects: Competition; Construction; Distribution channels; Industrial goods; Industrial markets; Market entry; New product marketing; Pricing strategy Length: 17p 580104 Title: Cumberland Metal Industries: Engineered Products Division--1980 Author(s): Shapiro, Benson P.; Sherman, Jeffrey J. Publication Date: 01/01/1980 Revision Date: 08/16/1985 Product Type: Case (Field) Abstract: Cumberland Metal Industries has developed a new product to help contractors drive piles faster. They are trying to decide how to price it. Provides substantial information on the industry, competition, etc. Students must decide what factors are relevant in making an industrial pricing decision. Decisions must also be made about promotion and distribution channels. Software for this case is available (9-589-528). Geographic Setting: United States Industry Setting: Construction industry Company Size: small Gross Revenues: $18 million sales Subjects: Competition; Construction; Distribution channels; Industrial goods; Industrial markets; Market entry; New product marketing; Pricing strategy Length: 15p Supplementary Materials: Teaching Note, (585115), 12p, by Robert J. Dolan; Master Diskette, (589528), , by Patrick J. Kaufmann BESTSELLER 586122 Title: Cummins Engine Co.: Black Friday Author(s): Whitney, John C., Jr. Publication Date: 12/17/1985 Revision Date: 01/13/1989 Product Type: Case (Field) Abstract: A new regional manager for Cummins Venezuela faces Black Friday, Venezuela's massive currency devaluation and a weak distribution system. The manager must find a way to collect $1.4 million in receivables due from distributors and reestablish a viable distribution network for Cummins in Venezuela. Geographic Setting: Venezuela Industry Setting: Engine industry Company Size: Fortune 500 Gross Revenues: $1.6 billion revenues Subjects: Automation; Distribution;
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Industrial markets; International marketing; Marketing implementation; South America Length: 16p Supplementary Materials: Teaching Note, (587115), 16p, by John C. Whitney Jr. 594046 Title: Cunard Line Ltd.: Managing Integrated Marketing Communications Author(s): Greyser, Stephen A.; Young, Robert F. Publication Date: 06/24/1994 Revision Date: 08/29/1994 Product Type: Case (Field) Abstract: Cunard, the world's oldest luxury line company, is confronted with several key issues involving its marketing and marketing communications strategy. One concerns the balance between image/positioning advertising and short-term-oriented promotional advertising/communications on behalf of each individual Cunard ship (i.e., "pull" vs. "push" communications). Related to this is the overall mix of marketing communications tools used by Cunard--media advertising, direct marketing, etc. Another issue is the emphasis in marketing communications between focus on the Cunard corporate identity and focus on the identity of the individual ships. The organizational setting is one of integrating marketing communications for the company and its products. Impacting consideration of the issues is a period of economic conditions adversely affecting sales, along with the effects of the U.S.-Iraq conflict on consumer leisure travel. Geographic Setting: United States Industry Setting: Cruise industry Subjects: Advertising; Consumer marketing; Marketing organization; Tourism Length: 25p Supplementary Materials: Teaching Note, (595028), 7p, by Stephen A. Greyser, Robert F. Young 7994 Title: Customer Connections: New Strategies for Growth (Hardcover) Author(s): Wayland, Robert E.; Cole, Paul M. Publication Date: 08/08/1997 Product Type: HBS Press Book Abstract: To become truly customercentered and to realize the full potential of information and knowledge management technologies, a firm must break away from traditional productdriven strategies and see its entire business through a customer-focused lens. Wayland and Cole provide a new theoretical foundation for customerbased competition, report on the results
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of its application in companies across several industries, and offer practical strategies for firms to implement their findings to improve growth and profitability. To shift the customer relationship from a functional to strategic role, the authors offer a framework of four Rs: the right customer portfolio, range of value proposition, roles in relationship, and rewards sharing. The authors provide case examples of diverse companies such as Inc. Magazine, Scrub-a-Dub Car Wash, and Delta Dental. Subjects: Consumer marketing; Customer relations; Knowledge management; Loyalty; Market research; Marketing strategy; Strategic market planning Length: 288p List Price: $29.95 9637 Title: Customer Data--Use It or Lose 'Em (HBR Article Collection) Author(s): Gulati, Ranjay; Oldroyd, James B.; Reinartz, Werner; Kumar, V; Loveman, Gary W. Publication Date: 04/01/2005 Product Type: HBR OnPoint Collection Abstract: Have your customer-oriented investments (think CRM) failed to pay off? If so, you're not alone. Many companies make fatal errors while managing their customer relationships. For example, they don't gather detailed information about each aspect of every customer transaction. Or they draw the wrong conclusions from the data they have collected. To correct these missteps, restructure your entire organization to collect the right data, accurately interpret the data, and use the resulting insights to serve customers--and your bottom line. Make the customer--not product, store location, or purchase--your fundamental unit of data analysis. And ensure that every employee understands who your best customers are and how to serve them. Consider Harrah's Entertainment. By using sophisticated, proprietary technology to slice its customer information into ever-finer segments, Harrah's got to know its customers intimately and created reward systems that kept them returning to its casinos. Result? Four billion dollars in revenues during economically sluggish 2002. The three Harvard Business Review articles in this collection: "The Quest for Customer Focus" by Ranjay Gulati and James Oldroyd (HBR reprint R0504F); "The Mismanagement of Customer Loyalty" by Werner Reinartz and V Kumar (HBR reprint R0207F); and "Diamonds in the Data Mine" by Gary Loveman (HBR reprint R0305H). Subjects: Customer relations; Customer retention; Market segmentation; Marketing information systems; Marketing strategy Length: 35p List Price: $17.95 Year New: 2005 7641 Title: Customer Equity: Building and Managing Relationships as Valuable Assets (Hardcover) Author(s): Blattberg, Robert C.; Getz, Gary; Thomas, Jacquelyn S. Publication Date: 05/23/2001 Product Type: HBS Press Book Abstract: Customer Equity is the first book to provide a unifying framework and practical tools for measuring customer value--the potential profitability of each customer to the company--as a financial asset. Drawing from successful examples of customer equity management in a variety of industries, the authors outline how to build and implement powerful new business and marketing systems centered around four key practices: 1) balancing customer acquisition, retention, and add-on selling; 2) managing the customer life cycle; 3) exploiting the power of databases; and 4) precisely quantifying customer value. A comprehensive method for managing customer portfolios across segments and over time, Customer Equity enhances the ability of marketers, IT professionals, and senior executives to make better decisions, generate higher profits, and increase shareholder wealth. Subjects: Customer relations; Customer retention; Intangible assets; Loyalty; Market segmentation; Marketing management Length: 256p List Price: $40.00 U9804D Title: Customer Feedback: How to Get It, How to Pass It Along Author(s): Von Hoffman, Constantine Publication Date: 04/01/1998 Product Type: Harvard Management Update Article Abstract: Customer feedback--whether positive or negative--is vital to any business. It can tell you not only how well your company is doing, but also what it should be doing. This article offers methods of identifying and interpreting relevant information from customer feedback and then communicating it to your employees. The article also includes advice on obtaining and taking action on feedback from employees themselves. Subjects: Customer relations; Market research
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R0311G Title: The Customer Has Escaped Author(s): Nunes, Paul F.; Cespedes, Frank V. Publication Date: 11/01/2003 Product Type: Harvard Business Review Article Abstract: Every company makes choices about the channels it will use to go to market. For instance, traditionally, customer demographics guided the decision to sell through a discount superstore or a pricey boutique. It was a fair assumption that certain customer types were held captive by certain channels. The problem, the authors say, is that today's customers have become unfettered. As their channel options have proliferated, they've come to recognize that different channels serve their needs better at different points in the buying process. The result is "value poaching." For example, certain channels hope to use higher margin sales to cover the cost of providing expensive high-touch services. Potential customers use these channels to do research, then leap to a cheaper channel when it's time to buy. What does this mean for your go-tomarket strategy? The authors urge companies to make a fundamental shift in mind-set toward designing for buyer behaviors, not customer segments. A company should design pathways across channels to help its customers get what they need at each stage of the buying process. Customers are not mindful of channel boundaries--and you shouldn't be either. Industry Setting: Automotive industry; Financial services; Food industry; Office supplies industry Subjects: Consumer behavior; Consumer marketing; Customer retention; Distribution channels; Market segmentation; Marketing strategy Length: 9p NEW 93107 Title: Customer Intimacy and Other Value Disciplines Author(s): Wiersema, Frederik D.; Treacy, Michael Publication Date: 01/01/1993 Product Type: Harvard Business Review Article Abstract: To today's customers, value can mean any number of things, from convenience of purchase to after-sale service and dependability. But that doesn't mean companies have to excel at everything. A study of over 40 companies found that market leaders like Dell Computer, Home Depot, and
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NIKE succeed by narrowing their business focus, not by broadening it. They concentrate on one of three value disciplines--operational excellence, customer intimacy, or product leadership--and align their entire operating model to serve that discipline. Companies should choose a value discipline that fits with their existing capabilities and culture and then push themselves relentessly to sustain it. And they should willingly change their operations to support that value discipline. Subjects: Core competency; Corporate culture; Customer relations; Customer service; Marketing strategy; Operations management; Product development Length: 10p BESTSELLER 503060 Title: Customer Management Strategy in Business Markets Author(s): Narayandas, Das Publication Date: 05/09/2003 Product Type: Note Abstract: Describes in detail customer management strategies in business markets, including selection decisions, design and management of customer relationship strategies, monitoring the health of customer relations, and linking the vendors' customer management effort to customer profitability. Subjects: Business marketing; Customer relations; Loyalty Length: 29p UV0407 Title: Customer Profitability Author(s): Farris, Paul W.; Pfeifer, Phillip E.; Bendle, Neil Publication Date: 06/24/2005 Product Type: Case (Field) Abstract: This technical note defines, describes, and illustrates the most common metrics marketers used to monitor and manage customer relationships. Among the metrics covered are customer counts, recency, retention rates, customer profitability and customer lifetime value. Subjects: NO SUBJECTS(KEYWORDS) Length: 13p Year New: 2007 503019 Title: Customer Profitability and Lifetime Value Author(s): Ofek, Elie Publication Date: 08/07/2002 Product Type: Note Abstract: Introduces the central concepts involved in determining customer lifetime value, with detailed analysis and examples from the realm of direct marketing. Implications for marketing strategy and customer relationship management are briefly discussed. Subjects: Customer relations; Customer retention; Direct marketing; Market analysis; Marketing planning; Marketing strategy Length: 9p CMR211 Title: The Customer Pyramid: Creating and Serving Profitable Customers Author(s): Zeithaml, Valarie A.; Rust, Roland T.; Lemon, Katherine N. Publication Date: 07/01/2001 Product Type: CMR Article Publisher: California Management Review Abstract: As relationships and service become increasingly pivotal in business, the profitability of customers is becoming more important than the profitability of products. In this environment, marketing success will be equivalent to generating maximum profits from a firm's total set of customers. Doing so requires allocating managerial resources to the groups of customers that can be cultivated most efficiently by a firm. This article presents a management methodology called the "Customer Pyramid" that enables a firm to supercharge its profits by customizing its responses to distinct customer profitability tiers. The Customer Pyramid provides a tool for managers to strengthen the link between service quality and profitability and to determine the optimal allocation of often scarce resources to maximize profitability. Product and service strategies, customized for each customer tier, become more closely aligned with an individual customer's underlying utility functions. This results in more effective and profitable strategies for serving the customer. Also provides numerous examples and practical guidelines for improving firm profits by moving customers up the Customer Pyramid. Subjects: Corporate strategy; Customer relations; Customer retention; Profitability analysis Length: 26p CMR229 Title: Customer Relationship Management: In B2C Markets, Often Less Is More Author(s): Dowling, Grahame R. Publication Date: 04/01/2002 Product Type: CMR Article Publisher: California Management Review Abstract: Customer relationship management (CRM) is premised on the belief that developing a relationship with customers is the best way to gain their
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loyalty. It is argued that loyal customers are more profitable than nonloyal customers. Recently, academic researchers have questioned some of the key premises that are used to support CRM in general and relationship marketing and customer loyalty programs in particular. This article critically examines the assumptions that underpin CRM and presents the results of research that is skeptical of its value. CRM should be adopted only after a careful appraisal of its cost effectiveness. Subjects: Customer relations; Customer retention; Loyalty; Marketing strategy Length: 19p 590055 Title: Customer Service Author(s): Cespedes, Frank V. Publication Date: 11/13/1989 Product Type: Note Abstract: Written for a series of cases concerning organizational factors that affect customer service. Intended as an introduction to the topic in a course or seminar dealing with issues in marketing organization. Discusses three topics: 1) a broadened perspective on "customer service," 2) the "internal marketing" tasks facing the marketing organization in attempts to manage service levels, and 3) general organizational factors that typically affect the development and maintenance of customer service in many companies. Subjects: Customer relations; Customer service; Industrial markets; Marketing management; Marketing organization; Marketing strategy; Sales management Length: 7p 501050 Title: Customer Value Measurement at Nortel Networks--Optical Networks Division Author(s): Narayandas, Das Publication Date: 02/13/2001 Revision Date: 06/06/2002 Product Type: Case (Field) Abstract: Since 1995, Nortel Networks' Optical Networks (ON) division has been incorporating customer satisfaction and loyalty measures into its business practices to increase customer value. Over the years, key process owners in various parts of the organization have become accustomed to receiving such information in the format with which they are familiar. Recent initiatives by the Customer Value Measurement (CVM) team have shown that the current methodology does not provide all the insights required to achieve the full potential of customer value measurement. The CVM team now needs to present Nortel's senior
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management with the optimal combination of the many choices for soliciting customer perceptions that would make the best use of available resources, minimize the intrusion on customers' time, and add value for the business and customers alike. May be used with: (503081) Monitoring the Health of Customer Relationships. Geographic Setting: Canada Industry Setting: Telecommunications industry Number of Employees: 80,000 Gross Revenues: $22 billion revenues Subjects: Business marketing; Canada; Customer relations; Customer retention; Telecommunications Length: 25p Supplementary Materials: Teaching Note, (502069), 11p, by Das Narayandas R0603F Title: Customer Value Propositions in Business Markets Author(s): Anderson, James C.; Narus, James A.; van Rossum, Wouter Publication Date: 03/01/2006 Product Type: Harvard Business Review Article Abstract: Examples of consumer value propositions that resonate with customers are exceptionally difficult to find. When properly constructed, value propositions force suppliers to focus on what their offerings are really worth. Once companies become disciplined about understanding their customers, they can make smarter choices about where to allocate scarce resources. The authors illuminate the pitfalls of current approaches, then present a systematic method for developing value propositions that are meaningful to target customers and that focus suppliers' efforts on creating superior value. When managers construct a customer value proposition, they often simply list all the benefits their offering might deliver. But the relative simplicity of this all-benefits approach may have a major drawback: benefit assertion. In other words, managers may claim advantages for features their customers don't care about in the least. Other suppliers try to answer the question: Why should our firm purchase your offering instead of your competitor's? But without a detailed understanding of the customer's requirements and preferences, suppliers can end up stressing points of difference that deliver relatively little value to the target customer. The pitfall with this approach is value presumption: assuming that any favorable points of difference must be valuable for the customer. Drawing on the best practices of a handful of suppliers in business markets, the authors advocate a resonating focus approach. Suppliers can provide simple, yet powerfully captivating, consumer value propositions by making their offerings superior on the few elements that matter most to target customers, demonstrating and documenting the value of this superior performance, and communicating it in a way that conveys a sophisticated understanding of the customer's business priorities. Geographic Setting: Alabama; Benelux; Chicago, IL; Europe; Milwaukee, WI; Pennsylvania; South Carolina; United States Industry Setting: Chemicals; Computer hardware; Consulting; Consumer products; Engineering; Packaging, carton & container industries; Software industry Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2006 3544 Title: Customer Value Propositions in Business Markets (HBR OnPoint Enhanced Edition) Author(s): Anderson, James C.; Narus, James A.; van Rossum, Wouter Publication Date: 03/01/2006 Product Type: HBR OnPoint Article Abstract: Examples of consumer value propositions that resonate with customers are exceptionally difficult to find. When properly constructed, value propositions force suppliers to focus on what their offerings are really worth. Once companies become disciplined about understanding their customers, they can make smarter choices about where to allocate scarce resources. The authors illuminate the pitfalls of current approaches, then present a systematic method for developing value propositions that are meaningful to target customers and that focus suppliers' efforts on creating superior value. When managers construct a customer value proposition, they often simply list all the benefits their offering might deliver. But the relative simplicity of this all-benefits approach may have a major drawback: benefit assertion. In other words, managers may claim advantages for features their customers don't care about in the least. Other suppliers try to answer the question: Why should our firm purchase your offering instead of your competitor's? But without a detailed understanding of the customer's requirements and preferences, suppliers can end up stressing points of difference that deliver relatively little value to the target customer. The pitfall with this approach
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is value presumption: assuming that any favorable points of difference must be valuable for the customer. Drawing on the best practices of a handful of suppliers in business markets, the authors advocate a resonating focus approach. Suppliers can provide simple, yet powerfully captivating, consumer value propositions by making their offerings superior on the few elements that matter most to target customers, demonstrating and documenting the value of this superior performance, and communicating it in a way that conveys a sophisticated understanding of the customer's business priorities. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p List Price: $6.50 Year New: 2006 R0409H Title: Customer-Centered Brand Management Author(s): Rust, Roland T.; Zeithaml, Valarie A.; Lemon, Katherine N. Publication Date: 09/01/2004 Product Type: Harvard Business Review Article Abstract: Most executives today agree that their efforts should be focused on growing the lifetime value of their customers. Yet, few companies have come to terms with the implications of that idea for their marketing management. Oldsmobile, for example, enjoyed outstanding brand equity with many customers through the 1980s. But as the century wore further on, the people who loved the Olds got downright old. So why did General Motors spend so many years and so much money trying to reposition and refurbish the tired, tarnished brand? Why didn't GM managers instead move younger buyers along a path of less resistance, toward another of the brands in GM's stable--or even launch a wholly new brand geared to their tastes? Catering to new customers, even at the expense of the brand, would surely have been the path to profits. The reason, argue the authors, is that in large consumer goods companies like General Motors, brands are the raison d'etre. They are the focus of decision making and the basis of accountability. But this overwhelming focus on growing brand equity is inconsistent with the goal of growing customer equity. Drawing on a wide range of current examples, the authors offer seven tactics that will put brands in the service of growing customer equity. These include replacing traditional brand managers with a new position--the customer segment manager; targeting brands to as narrow an audience as
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possible; developing the capability and the mind-set to hand off customers from one brand to another within the company; and changing the way brand equity is measured by basing calculations on individual, rather than average, customer data. Industry Setting: Consumer products Subjects: Brand equity; Brand management; Consumer goods; Customer relations; Customer retention; Loyalty; Marketing strategy Length: 12p Year New: 2004 2955 Title: Customer-Centered Brand Management (HBR OnPoint Enhanced Edition) Author(s): Rust, Roland T.; Zeithaml, Valarie A.; Lemon, Katherine N. Publication Date: 01/18/2006 Product Type: HBR OnPoint Article Abstract: Most executives today agree that their efforts should be focused on growing the lifetime value of their customers. Yet, few companies have come to terms with the implications of that idea for their marketing management. Oldsmobile, for example, enjoyed outstanding brand equity with many customers through the 1980s. But as the century wore further on, the people who loved the Olds got downright old. So why did General Motors spend so many years and so much money trying to reposition and refurbish the tired, tarnished brand? Why didn't GM managers instead move younger buyers along a path of less resistance, toward another of the brands in GM's stable--or even launch a wholly new brand geared to their tastes? Catering to new customers, even at the expense of the brand, would surely have been the path to profits. The reason, argue the authors, is that in large consumer goods companies like General Motors, brands are the raison d'etre. They are the focus of decision making and the basis of accountability. But this overwhelming focus on growing brand equity is inconsistent with the goal of growing customer equity. Drawing on a wide range of current examples, the authors offer seven tactics that will put brands in the service of growing customer equity. These include replacing traditional brand managers with a new position--the customer segment manager; targeting brands to as narrow an audience as possible; developing the capability and the mind-set to hand off customers from one brand to another within the company; and changing the way brand equity is measured by basing calculations on individual, rather than average, customer data. Industry Setting: Consumer products Subjects: NO SUBJECTS(KEYWORDS) Length: 12p List Price: $6.50 Year New: 2006 1700BN Title: Customer-Centric Collection, Insights on Connecting with Your Customers, Enhancing Their Loyalty, and Improving Your Competitive Edge Publication Date: 10/09/2006 Product Type: Management Program Abstract: Managers are under increasing pressure to deliver better results faster than the competition. Now more than ever, your success is based on how well your firm manages customer interactions. This specially priced collection will help managers forge a more valuable connection with their customers, enhance their loyalty, and deliver unprecedented results. It includes: "Creating Customer-Centric Cultures: Lessons from HighPerformance Organizations" (CD-ROM), Professor Rohit Deshpande describes revolutionary changes in marketing that lead to more customer-centric organizations, where customers are everybody's responsibility and the language of the customer is key; "CRM--the Right Way, 3rd Edition" (HBR OnPoint Collection), helps you extend CRM's power by applying lessons learned from small-scale initial implementations to new, well-defined opportunities; "Winning Customers Through People and Technology" (CDROM), Jeffrey Rayport helps you achieve a competitive advantage by deploying the right mix of interfaces-human, automated, and hybrids--with customers; surpassing current levels of performance and service by leveraging the strengths of human and technological interactions; "Customer Data--Use It or Lose 'Em" (HBR OnPoint Collection), demonstrates how to restructure your entire organization to collect the right data, accurately interpret the data, and use the resulting insights to serve customers--and your bottom line; and "Connecting With Your Customers: The Results-Driven Manager Series" (Paperback), provides tested strategies for forging positive relationships with customers. Subjects: NO SUBJECTS(KEYWORDS) List Price: $250.00 87411 Title: Customer-Driven Distribution Systems Author(s): Stern, Louis W.; Sturdivant, Frederick D.
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Publication Date: 07/01/1987 Product Type: Harvard Business Review Article Abstract: This eight-step process for designing a distribution system calls for in-depth study of what services and conveniences the company's customers value and then segmentation of the market according to those values. At several crucial stages, the process requires getting outside checks and hard data for market segments, company objectives, and the projected costs of distribution outlets. The climax of the process is an off-site meeting at which top management tests its prejudices against evidence that researchers have gathered. Subjects: Distribution channels; Distribution planning; Market research; Marketing strategy Length: 6p U9710A Title: Customer-Driven Growth Author(s): Tobler, Adam Publication Date: 10/01/1997 Product Type: Harvard Management Update Article Abstract: Corporations today are finding that the road to growth is paved by the customer. Despite previous decades of ignoring consumers' needs and wants, companies are now forced to think about the customer in terms of relationships rather than transactions. Customerdriven growth involves finding innovative ways to listen to current, as well as prospective, customers. The author gives a number of examples, such as Mazda's practice of visiting junkyards to discover why customers might be dissatisfied with its cars. By focusing market development efforts on the actual end-users of their products, companies have been able to satisfy and create loyal customers, while at the same time growing their businesses. Subjects: Customer relations; Customer retention; Growth strategy; Market research; Marketing strategy Length: 3p List Price: $4.50 U9807C Title: Customer-Driven Innovation Author(s): Billington, Jim Publication Date: 07/01/1998 Product Type: Harvard Management Update Article Abstract: 70% of all product innovations are driven by market need, and more than half of the innovations made in many industries are the result of consumers guiding or adding value to a producer's new concept. This article points out the importance of observing customer behavior in addition to more
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formal customer inquiry to get a true idea of the customers' needs and desires. Also included are four pointers on the best way to integrate the customer into the innovation process. Subjects: Consumer behavior; Innovation; Market research Length: 3p List Price: $4.50 U9908E Title: Customer-Satisfaction Measurements: An Answer to Yesterday's Problem? (Guest Column) Author(s): Hochman, Mark Publication Date: 08/01/1999 Product Type: Harvard Management Update Article Abstract: Your customers tell you they're satisfied, but suddenly they're buying from your competitors. Why? The author cautions against equating customer satisfaction with customer loyalty and offers advice on measuring customer satisfaction in ways that really matter. Mark Hochman is president of Hochman & Co., an affiliate of Lochridge & Co., in Boston. Subjects: Customer relations; Customer retention Length: 1p List Price: $4.50 89603 Title: Customers Drive a TechnologyDriven Company: An Interview with George M.C. Fisher Author(s): Fisher, George M.C.; Avishai, Bernard; Taylor, William Publication Date: 11/01/1989 Product Type: Harvard Business Review Article Abstract: In this interview, George M.C. Fisher describes the management techniques Motorola uses to understand, anticipate, and respond effectively to customer needs. He describes several of the company's most important products and systems, and explains the lessons each offers for effective technology management. Fisher also reviews technology-based competition with Japan as he offers an optimistic forecast for U.S. companies. Fisher distinguishes between the future of U.S. companies and the United States as a nation. Subjects: Customer relations; Executives; Interviews; Sales management; Technology Length: 7p R0712Z Title: The Customers' Revenge (Commentary for HBR Case Study) Author(s): Farmer, Tom; Bennett, Nate; Martin, Chris; Fein, Nancy; Libai, Barak Publication Date: 12/01/2007 Product Type: Harvard Business Review Article Abstract: Venerable Detroit automaker Atida Motors has a new call center in Bangalore that the company hopes will raise its reputation for customer service. But it doesn't appear to be doing so yet. Complaints about the Andromeda XL-the hip new model Atida hopes will capture the imagination of Wall Street-are flooding the call center. Call backlogs are building, and letters of complaint are piling up. One loyal Atida customer is so upset about getting the brush-off that he's not only talking to a lawyer but threatening to go on YouTube and take his case to the court of public opinion. In the Internet age, does Atida need a new way to deal with unhappy customers? Tom Farmer, the creator of the unintentionally viral PowerPoint presentation "Yours Is a Very Bad Hotel," says that Atida needs to stop defining customer service solely as a response to bad news and nip problems in the bud by making online dialogue intrinsic to the brand experience. Nate Bennett, of Georgia Tech, and Chris Martin, of Centenary College, observe that Atida has violated its customers' sense of fairness within three dimensions--distributive, procedural, and interactional--thus increasing their desire for revenge. Lexus Vice President for Customer Service Nancy Fein thinks Atida isn't even in the ballpark when it comes to world-class customer service. She offers as an example a Lexus rep who drove 80 miles to deliver $1,000 to a stranded Lexus owner whose purse had been stolen. Barak Libai, of Tel Aviv University and MIT's Sloan School, suggests that Atida invest in a CRM system so that it can determine which customers have enough purchasing and referral value to be given the red carpet treatment and which should be gently let go. May be used with: (R0712X) The Customers' Revenge (HBR Case Study). Industry Setting: Automotive industry Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Year New: 2007 R0712A Title: The Customers' Revenge (HBR Case Study and Commentary) Author(s): Ariely, Dan; Farmer, Tom; Bennett, Nate; Martin, Chris; Fein, Nancy; Libai, Barak Publication Date: 12/01/2007 Product Type: Harvard Business Review Article Abstract: Venerable Detroit automaker Atida Motors has a new call center in Bangalore that the company hopes will raise its reputation for customer service. But it doesn't appear to be doing so yet.
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Complaints about the Andromeda XL-the hip new model Atida hopes will capture the imagination of Wall Street-are flooding the call center. Call backlogs are building, and letters of complaint are piling up. One loyal Atida customer is so upset about getting the brush-off that he's not only talking to a lawyer but threatening to go on YouTube and take his case to the court of public opinion. In the Internet age, does Atida need a new way to deal with unhappy customers? Tom Farmer, the creator of the unintentionally viral PowerPoint presentation "Yours Is a Very Bad Hotel," says that Atida needs to stop defining customer service solely as a response to bad news and nip problems in the bud by making online dialogue intrinsic to the brand experience. Nate Bennett, of Georgia Tech, and Chris Martin, of Centenary College, observe that Atida has violated its customers' sense of fairness within three dimensions--distributive, procedural, and interactional--thus increasing their desire for revenge. Lexus Vice President for Customer Service Nancy Fein thinks Atida isn't even in the ballpark when it comes to world-class customer service. She offers as an example a Lexus rep who drove 80 miles to deliver $1,000 to a stranded Lexus owner whose purse had been stolen. Barak Libai, of Tel Aviv University and MIT's Sloan School, suggests that Atida invest in a CRM system so that it can determine which customers have enough purchasing and referral value to be given the red carpet treatment and which should be gently let go. Industry Setting: Automotive industry Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2007 R0712X Title: The Customers' Revenge (HBR Case Study) Author(s): Ariely, Dan Publication Date: 12/01/2007 Product Type: Harvard Business Review Article Abstract: Venerable Detroit automaker Atida Motors has a new call center in Bangalore that the company hopes will raise its reputation for customer service. But it doesn't appear to be doing so yet. Complaints about the Andromeda XL-the hip new model Atida hopes will capture the imagination of Wall Street-are flooding the call center. Call backlogs are building, and letters of complaint are piling up. One loyal Atida customer is so upset about getting the brush-off that he's not only talking to a lawyer but threatening to go on YouTube
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and take his case to the court of public opinion. In the Internet age, does Atida need a new way to deal with unhappy customers? Tom Farmer, the creator of the unintentionally viral PowerPoint presentation "Yours Is a Very Bad Hotel," says that Atida needs to stop defining customer service solely as a response to bad news and nip problems in the bud by making online dialogue intrinsic to the brand experience. Nate Bennett, of Georgia Tech, and Chris Martin, of Centenary College, observe that Atida has violated its customers' sense of fairness within three dimensions--distributive, procedural, and interactional--thus increasing their desire for revenge. Lexus Vice President for Customer Service Nancy Fein thinks Atida isn't even in the ballpark when it comes to world-class customer service. She offers as an example a Lexus rep who drove 80 miles to deliver $1,000 to a stranded Lexus owner whose purse had been stolen. Barak Libai, of Tel Aviv University and MIT's Sloan School, suggests that Atida invest in a CRM system so that it can determine which customers have enough purchasing and referral value to be given the red carpet treatment and which should be gently let go. May be used with: (R0712Z) The Customers' Revenge (Commentary for HBR Case Study). Industry Setting: Automotive industry Subjects: NO SUBJECTS(KEYWORDS) Length: 6p Year New: 2007 88607 Title: Customize Your Product Development Author(s): Krubasik, Edward G. Publication Date: 11/01/1988 Product Type: Harvard Business Review Article Abstract: When the product market changes quickly, companies have to respond fast if they want to preserve their positions. But being fast to market is no advantage if the product isn't right. A better approach is to determine what the entry risks and opportunity costs are, and then use the appropriate strategy plotted on the product development map. For some products, it makes sense to use a step-by-step approach that breaks the development task into smaller, more manageable steps. For others, it may be better to develop a hybrid product. At other times, the best plan is to acquire the needed technology or to exit the market completely. Subjects: Marketing management; Product development; Product introduction; Product management Length: 6p 86312 Title: Customizing Global Marketing Author(s): Quelch, John A.; Hoff, Edward J. Publication Date: 05/01/1986 Product Type: Harvard Business Review Article Abstract: The big issue for multinationals today is not whether to go global but how to tailor the global marketing concept to fit each business. In determining the degree of standardization or adaptation that is appropriate, managers should consider their companies' overall business strategy, which products will benefit from the economies or efficiencies of standardization, which products won't fight cultural barriers, what trade-offs will result from standardizing various elements of the marketing mix, and how standardization will vary from country to country. Subjects: Cross cultural relations; International marketing; Marketing mixes; Multinational corporations Length: 11p Supplementary Materials: Case Video, Streaming, (1-279-1), 19 min, by John A. Quelch, Stephen A. Greyser C0102B Title: Cutting Through the Marketing Clutter Publication Date: 02/01/2001 Product Type: Harvard Management Communication Letter Article Abstract: How do you capture and hold the fickle consumer's attention? E-mail is giving new vigor to a marketing technique that's been around for some time: permission marketing. Marketers offer incentives for consumers to hand over some personal information that will help the marketers tailor more relevant offers to them. It's a way to turn marketing into a collaborative process. The key to a successful program is establishing and keeping your promises to the customer. Among the risks: the novelty of permission-based marketing may soon wear off, much like banner ads, and Internet service providers may begin to block messages that look like spam. Includes the sidebar entitled, "Taking Permission One Step Further." Industry Setting: Advertising industry Subjects: Advertising; Direct marketing; Electronic commerce Length: 2p List Price: $4.50 509012 Title: Cyworld: Creating and Capturing Value in a Social Network Author(s): Gupta, Sunil; Han, Sangman
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Publication Date: 11/07/2008 Revision Date: 11/26/2008 Product Type: Color Case Abstract: In May 2008, the new CEO of Cyworld, a social network company in Korea, had to decide how to create and capture value from his rapidly growing user base. Cyworld was founded in 1999 and in 2003 it was acquired by SK Telecom, a leading mobile service provider in Korea. By 2007, Cyworld had 21 million users and $95 million revenue--$65 million from paid items (music, virtual gifts, etc.), $15 million from mobile networking, and $15 million from advertising. The new CEO had to decide which of these three revenue sources he should focus on in the future and how this choice would influence the target customers, the service offerings and the required capabilities Gross Revenues: $197 Million Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 18p 503S04 Title: DHL Worldwide Express, Spanish Version Author(s): Quelch, John A.; Conley, Greg Publication Date: 09/10/1992 Product Type: LACC Case Abstract: The worldwide sales and marketing manager must determine the degree to which pricing strategy and tactics should be standardized or left to the discretion of the DHL subsidiary in each country. Geographic Setting: Global Industry Setting: Express delivery Company Size: large Gross Revenues: $2 billion revenues Subjects: Air freight service; International marketing; Pricing; Subsidiaries Length: 24p Year New: 2008 593011 Title: DHL Worldwide Express Author(s): Quelch, John A.; Conley, Greg Publication Date: 09/10/1992 Revision Date: 11/24/1997 Product Type: Case (Field) Abstract: The worldwide sales and marketing manager must determine the degree to which pricing strategy and tactics should be standardized or left to the discretion of the DHL subsidiary in each country. Geographic Setting: Global Industry Setting: Express delivery Company Size: large Gross Revenues: $2 billion revenues
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Subjects: Air freight service; International marketing; Pricing; Subsidiaries Length: 22p Supplementary Materials: Teaching Note, (594094), 12p, by John A. Quelch 800164 Title: DLJdirect: "Putting Our Reputation Online" Author(s): Eisenmann, Thomas R.; Morris, Gillian Publication Date: 11/02/1999 Revision Date: 06/13/2006 Product Type: Case (Field) Abstract: Online broker DLJdirect faced two decisions during the fall of 1999: what customer segments should it target and how much should it spend on marketing? Unlike its competitors, who focused either on day traders or more mainstream investors, DLJdirect differentiated its service to meet the needs of self-directed, sophisticated, high net worth investors. But was DLJdirect forfeiting profits by not pursuing day traders? In the coming year, the ten largest online brokers were projected to spend $1.5 billion on marketing; E*Trade would lead the pack with a $300 million budget. DLJdirect was planning to spend $65 million on marketing in 1999, a 250% increase over the prior year. But would increased ad spending yield a positive long-term return as the marketing costs per new account doubled? And as advertising battles intensified, was a $65 million marketing budget big enough to allow DLJdirect to sustain its competitive position? May be used with: (803103) A Note on Racing to Acquire Customers. Geographic Setting: Jersey City, NJ Industry Setting: Securities & investing Number of Employees: 500 Gross Revenues: $118 million revenues Subjects: Business policy; Financial services; Internet; Marketing strategy Length: 24p Supplementary Materials: Teaching Note, (803178), 21p, by Thomas R. Eisenmann 591032 Title: DNAP: Looking to the Nineties Author(s): Goldberg, Ray A.; O'Keefe, Edmund Publication Date: 09/24/1990 Revision Date: 11/24/1990 Product Type: Case (Field) Abstract: A biotech company that is market and consumer oriented has come up with a number of products such as veggie snacks and is now evaluating how to position the company in the food system. Geographic Setting: United States Industry Setting: Biotechnology industry; Food industry Company Size: small Gross Revenues: $16 million revenues Subjects: Biotechnology; Food Length: 27p 598065 Title: Daewoo's Globalization: UzDaewoo Auto Project Author(s): Quelch, John A.; Park, Chanhi Publication Date: 10/20/1997 Revision Date: 03/23/1998 Product Type: Case (Field) Abstract: The top management at Daewoo is reviewing its close relationship with the Uzbekistan government, focusing especially on the performance of Uz-Daewoo Auto, a strategic alliance to manufacture and market passenger cars. Geographic Setting: Uzbekistan Industry Setting: Automotive industry Number of Employees: 300,000 Gross Revenues: $65 billion revenues Subjects: Asia; Automobiles; International business; Marketing strategy; Strategic alliances Length: 35p Supplementary Materials: Teaching Note, (598108), 8p, by John A. Quelch 576134 Title: Daisy (A): The Women's Shaving Market Author(s): Star, Stephen H.; Davis, N.J. Publication Date: 01/15/1976 Revision Date: 02/01/1981 Product Type: Case (Field) Abstract: First in a series of cases that deals with the Gillette Safety Razor Division's decision to make a major effort in the women's wet shaving market. Details the company and division's background, its position in the women's wet shaving market, and the history and current position of the women's wet shaving industry. The students' task is to determine what additional information the company needs to know before making a major effort in that market and to construct a consumer questionnaire that would give that information. Geographic Setting: United States Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $468 million sales Subjects: Competition; Consumer behavior; Consumer goods; Market research; Polls & surveys; Product introduction; Product lines Length: 14p 576135 Title: Daisy (B): Researching the Women's Shaving Market
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Author(s): Star, Stephen H.; Davis, N.J. Publication Date: 01/01/1976 Revision Date: 02/01/1981 Product Type: Case (Field) Abstract: Presents samples from questionnaires designed by the Gillette Safety Razor Division's marketing resarch department and by the J. Walter Thompson Company's marketing research department. Also gives lengthy data derived from these surveys. To be used primarily as background information. Geographic Setting: United States Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $468 million sales Subjects: Consumer behavior; Consumer goods; Market research; Polls & surveys; Product introduction; Product planning & policy Length: 44p 576136 Title: Daisy (C): Positioning Author(s): Star, Stephen H.; Davis, N.J. Publication Date: 01/01/1976 Revision Date: 05/01/1976 Product Type: Case (Field) Abstract: By March 1974, the Gillette Safety Razor Divison had developed considerable information about the women's wet shaving market and had developed Daisy, a disposable shaver for women. The J. Walter Thompson group then developed audio-visual material for seven basic advertising concepts, each of which emphasized one specific attribute of Daisy. This case presents the concepts and the responses of 57 women when they were shown the audio-visual material. The students' job is to determine exactly how the product should be positioned--what attributes should be emphasized and which should be played down. Geographic Setting: United States Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $468 million sales Subjects: Advertising; Consumer behavior; Consumer goods; Product introduction; Product positioning Length: 19p 576137 Title: Daisy (D): Designing a Test Market Author(s): Star, Stephen H.; Davis, N.J. Publication Date: 01/01/1976 Revision Date: 05/01/1976 Product Type: Case (Field) Abstract: Presents the data necessary for students to design a test market for Daisy. Among the issues they have to decide are: How Daisy should be
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priced, what the effects of different advertising levels would be, exactly what sales and market share levels Daisy could expect, how much and what type of consumer and trade promotions were needed, and what the trade and the safety razor division salesforce's reactions to the product would be. The students are given information on four cities. They are to decide what variables they want to test and where they want to test them. They are also to design a complete test market. Geographic Setting: United States Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $468 million sales Subjects: Advertising; Breakeven analysis; Competition; Consumer goods; Customer relations; Pricing; Product introduction; Test markets Length: 22p 583084 Title: Daiwa Seiko K.K.: Marketing Strategy in the United States Author(s): Cady, John F. Publication Date: 12/06/1982 Product Type: Case (Field) Abstract: Describes Daiwa U.S.A.'s historic and current market position in the fishing tackle segment of the sporting goods business. The corporation's management wants to increase its participation in the fishing tackle business in order to meet the growth objectives of the Japanese parent corporation. A major option to achieve this growth is to substantially modify the company's distribution policies. Geographic Setting: United States Industry Setting: Sporting goods & equipment industry Company Size: small Gross Revenues: $41 million sales Subjects: Distribution planning; Exports; Marketing strategy; Multinational corporations; Recreational equipment Length: 25p Supplementary Materials: Teaching Note, (585008), 10p, by John F. Cady 599104 Title: The Dana-Farber Cancer Institute: Development Strategy Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 05/10/1999 Revision Date: 12/06/2007 Product Type: Case (Field) Abstract: Despite revenues in excess of $93 million in 1998, world-renowned Dana-Farber Cancer Institute constantly faces an operating shortfall and looks to its highly successful development office to help cover the deficit. The development office raises money annually (with a $42 million goal for 1999) through its two major fund-raising arms: the Development Fund and the Jimmy Fund. In addition, it conducts a major capital campaign about every five years. A new chief development officer, Susan Paresky, needs to establish the development strategy going forward. The case reviews the major fund-raising programs in the development office and presents additional growth options. Students examine the existing programs, assess the value of the new options, and devise a development strategy consistent with the mission and philosophy of the institute. Geographic Setting: Boston, MA Industry Setting: Hospital industry Gross Revenues: $93 million revenues Subjects: Growth strategy; Health care; Marketing strategy; Nonprofit organizations Length: 23p Supplementary Materials: Teaching Note, (500017), 8p, by V. Kasturi Rangan 583008 Title: Danton's: The Specialty Store Men's Apparel Business Author(s): Tedlow, Richard S. Publication Date: 07/01/1982 Revision Date: 05/13/1992 Product Type: Case (Field) Abstract: Deals with the problems involved in increasing the sales and profitability of a specialty store selling men's apparel. Illustrates the problems and opportunities in making such a business grow. Demands careful analysis of competitive conditions and consumer behavior. Geographic Setting: Northeastern United States Industry Setting: Apparel industry Subjects: Business conditions; Clothing; Consumer behavior; Marketing management; Marketing strategy; Product positioning; Retailing Length: 28p Supplementary Materials: Teaching Note, (591008), 5p, by Walter J. Salmon, David Wylie BH150 Title: Data Mining: On the Trail to Marketing Gold Author(s): Thelen, Shawn; Mottner, Sandra; Berman, Barry Publication Date: 11/15/2004 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: What is data mining, and how does it differ from traditional statistical modeling? Along with finding the
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answers here, managers can take a look at important recent developments in data mining, examine some of its marketingrelated applications, and learn how to establish and maintain a data mining system. Armed with this information, they can then determine their firm's level of commitment to the process. Companies that do not want to commit the financial and personnel resources to data mining can still secure many of its benefits through outsourcing. Subjects: NO SUBJECTS(KEYWORDS) Length: 8p Year New: 2005 595064 Title: Database Marketing Exercises Author(s): Dhebar, Anirudh Publication Date: 12/16/1994 Product Type: Exercise Abstract: These four exercises require the reader to think about information collection and database analysis for marketing decision support in four contexts: business support in a bookstore, revenue management in a beer company, and customer-service improvement in an insurance company. Teaching Purpose: To illustrate the use of databases for marketing decision support. Industry Setting: Information services Subjects: Information services; Market research; Statistical analysis Length: 2p 502S40 Title: David Del Curto S.A., Spanish Version Author(s): Quelch, John A.; Martinez, Jon I. Publication Date: 08/09/2002 Product Type: LACC Case Abstract: The president of a large Chilean fresh fruit exporter is evaluating the marketing efforts of both his company and the Chilean fresh fruit industry in Europe in light of the 1992 Market Integration Program. Geographic Setting: Chile Industry Setting: Fruit Company Size: mid-size Gross Revenues: $85 million sales Subjects: Agriculture; Distribution; Europe; Exports; Marketing strategy Length: 29p 581152 Title: Dayton-Hudson Corp. vs. R.H. Macy: A Case Study in Contrasting Strategies Author(s): Salmon, Walter J.; Dew, Marci K. Publication Date: 05/19/1981 Revision Date: 08/27/1984 Product Type: Case (Library)
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Abstract: During the 1970s, major general merchandise retailers pursued different growth strategies with varying degrees of success. This case compares the strategies of Dayton-Hudson and R.H. Macy and examines their chances for continued superior results in the 1980s. Geographic Setting: United States Industry Setting: Retail industry Company Size: large Subjects: Department stores; Diversification; Growth strategy; Marketing strategy; Retailing; Strategic planning Length: 25p 576186 Title: De Cordova Museum Author(s): Lovelock, Christopher H.; Demmler, L. Frank Publication Date: 02/01/1976 Revision Date: 12/31/1983 Product Type: Case (Field) Abstract: The executive director of De Cordova, a successful suburban museum on the outskirts of Greater Boston, is evaluating future directions for the museum in its 25th year. Should the museum provide a more diverse range of offerings to the local communities or expand its geographic coverage throughout Greater Boston to increase membership and exhibition attendance? Exhibits (13p) include sample promotional materials, details of other museums in the area, and findings of a recent survey of De Cordova members and visitors. Revised (1983) by C.H. Lovelock. Geographic Setting: Massachusetts Industry Setting: Arts administration Subjects: Arts administration; Polls & surveys; Product lines; Sales promotions; Strategic market planning Length: 26p Supplementary Materials: Teaching Note, (579148), 9p, by Christopher H. Lovelock CMR315 Title: De-Marketing Obesity Author(s): Wansink, Brian; Huckabee, Mike Publication Date: 08/01/2005 Product Type: CMR Article Publisher: California Management Review Abstract: Although catering to our biological interests, food companies have been recently accused of contributing to the growing problem of obesity. As a result, managers are torn between trying to satisfy consumers and trying to satisfy concerned public policy officials who bring threats of taxes, fines, restrictions, and legislation. Although the situation appears perplexing, there are profitable "win-win" solutions. Describes two hard-wired principles that influence food acquisition and consumption and identifies four reversible drivers of food consumption that marketers could use to help consumers better control what and how much they eat. Industry Setting: Fast food industry; Food processing industry Subjects: NO SUBJECTS(KEYWORDS) Length: 14p Year New: 2005 SMR176 Title: The Decline and Dispersion of Marketing Competence Author(s): Webster, Frederick E., Jr.; Malter, Alan J.; Ganesan, Shankar Publication Date: 07/01/2005 Product Type: SMR Article Abstract: In many companies, there has been a marked drop in the influence, stature, and significance of the corporate marketing department. Today, marketing is often less of a corporate function and more a diaspora of skills and capabilities spread across the organization. Argues that by itself, the disintegration of the marketing center is not a cause for concern, but the decline of core marketing competence certainly is. Examines a series of in-depth interviews with leading marketing executives and CEOs to clarify the root causes of the decline. The research identifies eight distinct factors that contribute to marketing's waning influence--among them a worrying "short-termism," significant shifts in channel power, and marketing's inability to document its contribution to business results. The consequences are not immediate, but they are far-reaching: Absent a core of marketing competence, the corporate brand will suffer, product innovation will weaken, and prices will be less robust. However, the fact that marketing does continue to influence corporate strategy in some companies suggests there are opportunities and viable approaches for building marketing competence as a source of competitive advantage. Suggests four key issues facing marketing management, placing the focus not on restoration of the corporate marketing function but on the rebuilding of marketing competence across the organization. Subjects: NO SUBJECTS(KEYWORDS) Length: 11p Year New: 2005 4461BC Title: Deep Metaphors at Work: A Strategy for Workable Wondering-Understanding the Minds of Consumers
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Author(s): Zaltman, Gerald; Zaltman, Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter Abstract: If you want to overcome the deficit prevalent in consumer marketing and evidenced by failed product launches, ineffective marketing communications, and me-too research and development, you must learn to identify and engage the deep metaphors that govern the minds of consumers. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors; (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit; (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities; (4454BC) Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking; (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking; (4456BC) Journey: How the Meeting of Past, Present, and Future Affects Consumer Thinking; (4457BC) Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking; (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking; (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking; (4460BC) Control: How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking. Subjects: NO SUBJECTS(KEYWORDS) Length: 29p List Price: $6.95 Year New: 2007 577112 Title: Deere & Co.: Industrial Equipment Operations Author(s): Shapiro, Benson P. Publication Date: 02/01/1977 Revision Date: 12/15/1985 Product Type: Case (Field) Abstract: Describes the pricing of Deere's crawler tractors used in a variety of construction and industrial applications. Includes a strategic, multimillion-dollar move into the large bulldozer market as well as the pricing of tractors, accessories, and parts. Geographic Setting: United States Industry Setting: Construction industry Company Size: Fortune 500 Gross Revenues: $3.1 billion sales Subjects: Industrial markets; Machinery; Marketing strategy; Pricing strategy; Product lines Length: 17p
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Supplementary Materials: Teaching Note, (584127), 36p, by Benson P. Shapiro R0602E Title: Defeating Feature Fatigue Author(s): Rust, Roland T.; Thompson, Debora Viana; Hamilton, Rebecca W. Publication Date: 02/01/2006 Product Type: Harvard Business Review Article Abstract: Consider a coffeemaker that offers 12 drink options, a car with more than 700 features on the dashboard, and a mouse pad that's also a clock, calculator, and FM radio. All are examples of "feature bloat," or "featuritis," the result of an almost irresistible temptation to load products with lots of bells and whistles. The problem is that the more features a product boasts, the harder it is to use. Manufacturers that increase a product's capability--the number of useful functions it can perform--at the expense of its usability are exposing their customers to feature fatigue. The authors have conducted three studies to gain a better understanding of how consumers weigh a product's capability relative to its usability. They found that even though consumers know that products with more features are harder to use, they initially choose high-feature models. They also pile on more features when given the chance to customize a product for their needs. Once consumers have actually worked with a product, however, usability starts to matter more to them than capability. For managers in consumer products companies, these findings present a dilemma: Should they maximize initial sales by designing highfeature models, which consumers consistently choose, or should they limit the number of features to enhance the lifetime value of their customers? The authors' analytical model guides companies toward a happy middle ground: maximizing the net present value of the typical customer's profit stream. The authors also advise companies to build simpler products, help consumers learn which products suit their needs, develop products that do one thing very well, and design market research in which consumers use actual products or prototypes. Industry Setting: Automotive industry; Cellphone; Consumer products; Electronics industry Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2006 3439 Title: Defeating Feature Fatigue (HBR OnPoint Enhanced Edition) Author(s): Rust, Roland T.; Thompson, Debora Viana; Hamilton, Rebecca W. Publication Date: 02/01/2006 Product Type: HBR OnPoint Article Abstract: Consider a coffeemaker that offers 12 drink options, a car with more than 700 features on the dashboard, and a mouse pad that's also a clock, calculator, and FM radio. All are examples of "feature bloat," or "featuritis," the result of an almost irresistible temptation to load products with lots of bells and whistles. The problem is that the more features a product boasts, the harder it is to use. Manufacturers that increase a product's capability--the number of useful functions it can perform--at the expense of its usability are exposing their customers to feature fatigue. The authors have conducted three studies to gain a better understanding of how consumers weigh a product's capability relative to its usability. They found that even though consumers know that products with more features are harder to use, they initially choose high-feature models. They also pile on more features when given the chance to customize a product for their needs. Once consumers have actually worked with a product, however, usability starts to matter more to them than capability. For managers in consumer products companies, these findings present a dilemma: Should they maximize initial sales by designing highfeature models, which consumers consistently choose, or should they limit the number of features to enhance the lifetime value of their customers? The authors' analytical model guides companies toward a happy middle ground: maximizing the net present value of the typical customer's profit stream. The authors also advise companies to build simpler products, help consumers learn which products suit their needs, develop products that do one thing very well, and design market research in which consumers use actual products or prototypes. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p List Price: $6.50 Year New: 2006 R0511J Title: Defensive Marketing: How a Strong Incumbent Can Protect Its Position Author(s): Roberts, John H. Publication Date: 11/01/2005 Product Type: Harvard Business Review Article Abstract: There has been a lot of research on marketing as an offensive
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tactic--how it can help companies successfully launch new products, enter new markets, or gain share with existing products in their current markets. But for nearly every new product launch, market entrant, or industry upstart grabbing market share, there is an incumbent that must defend its position. And there has been little research on how these defenders can use marketing to respond to new or anticipated threats preemptively. John H. Roberts outlines four basic types of defensive marketing strategies: positive, inertial, parity, and retarding. With the first two, you establish and communicate your points of superiority relative to the new entrant; with the second two, you establish and communicate strategic points of comparability with your rival. Before choosing a strategy, you need to assess the weapons you have available to protect your market position--your brand identity, the products and services that support that identity, and your means of communicating it. Then assess your customers' value to you and their vulnerability to being poached by rivals. The author explains how Australian telecommunications company Telstra, facing deregulation, used a combination of the four strategies (plus the author's customer response model) to fend off market newcomer Optus. Telstra was prepared, for instance, to reach deep into its pockets and engage in a price war. But the customer response model indicated that a parity strategy--in which Telstra would offer lower rates on some routes and at certain times of day, even though its prices, on average, were higher than its rival's--was more likely to prevent consumers from switching. Ultimately, Telstra was able to retain several points of market share it otherwise would have lost. The strategies described here, though specific to Telstra's situation, offer lessons for any company facing new and potentially damaging competition. Geographic Setting: Australia Industry Setting: Telecommunications industry Subjects: NO SUBJECTS(KEYWORDS) Length: 6p Year New: 2005 596058 Title: Dell Computer Corp. Author(s): Narayandas, Das; Rangan, V. Kasturi Publication Date: 10/17/1995 Revision Date: 09/25/1996 Product Type: Case (Field) Abstract: Traces the evolution of the personal computer industry over the last 20 years and uses this as a backdrop to
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look at how Dell Computer Corp. grew from a small start-up to a multi-billiondollar company in a decade. Dell is now faced with a set of decisions on the product markets it needs to serve in order to sustain its growth profitably into the future. Geographic Setting: Global Industry Setting: Personal computer industry Gross Revenues: $4 billion revenues Subjects: Computer industry; Direct marketing; Marketing strategy Length: 23p Supplementary Materials: Teaching Note, (596098), 19p, by Das Narayandas M293 Title: Dell Computer: Inspiron Product Development Author(s): Thomas, Jacquelyn S.; Rosenstein, Michael Publication Date: 09/01/1998 Product Type: Case (Field) Publisher: Stanford University Abstract: Describes the organizational, strategic, and tactical challenges that Dell Computer faces as it develops a new laptop computer that is targeted at home and small business users. Portrays the challenges that the firm faces as it attempts to manage its customer portfolio as well as its product line profitability. Presents data on the tradeoffs that the product developers must make with regard to the weight, price, and hardware specifications of the potential new product. A unit within Dell, called the Center for Competence, plays a key role in the design positioning and pricing for the product line. In many respects, this unit represents the voice of the customer in the product development and marketing process. The key questions at the end of the case are: 1) Should the laptop be introduced? 2) If it is introduced, how should it be configured? and 3) How should the product be priced? Geographic Setting: United States Industry Setting: Computer industry Company Size: Fortune 500 Gross Revenues: $12 billion revenues Subjects: Computer industry; Customer relations; Direct marketing; Marketing strategy; Product development; Product portfolio management Length: 22p 502S31 Title: Dell Online, Spanish Version Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Dell started online commerce for its PCs in 1996, and by 1997 had achieved a sales rate of $3 million a day. The case describes the internal process that led to these dramatic results and poses the question of how the firm should leverage this activity to meet Michael Dell's goal of achieving 50% of the company's anticipated $20 billion in sales by the year 2000 via Internet channels. Teaching Purpose: To understand the buying behavior and transaction economics underlying Internet commerce and study its implications for channel evolution. Geographic Setting: Texas Industry Setting: Personal computer industry Gross Revenues: $7.7 billion revenues Subjects: Computer industry; Distribution channels; Electronic commerce; Internet Length: 31p 598116 Title: Dell Online Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 03/02/1998 Revision Date: 03/26/1999 Product Type: Case (Field) Abstract: Dell started online commerce for its PCs in 1996, and by 1997 had achieved a sales rate of $3 million a day. The case describes the internal process that led to these dramatic results and poses the question of how the firm should leverage this activity to meet Michael Dell's goal of achieving 50% of the company's anticipated $20 billion in sales by the year 2000 via Internet channels. May be used with: (502022) Dell--New Horizons. Geographic Setting: Texas Industry Setting: Personal computer industry Gross Revenues: $7.7 billion revenues Subjects: Computer industry; Distribution channels; Electronic commerce; Internet Length: 27p Supplementary Materials: Teaching Note, (598146), 8p, by V. Kasturi Rangan, Marie Bell BESTSELLER 502022 Title: Dell--New Horizons Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 05/10/2002 Revision Date: 10/10/2002 Product Type: Case (Field) Abstract: Founded in 1984, Dell Corp. has achieved phenomenal growth, and by 2000 had topped $25 billion in sales and over $2 billion in net income. In the 4th quarter of 2000, however, the PC industry's average 30-year growth rate crashed to a negative 10%. Dell must
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make difficult decisions on how to sustain its profitability in light of its broad product portfolio--PCs, workstations, and servers on storage products for a broad cross section of customers in the United States and worldwide. Should it stay the course or fundamentally change strategy? May be used with: (598116) Dell Online. Geographic Setting: Global Industry Setting: Personal computer industry Number of Employees: 25,000 Gross Revenues: $25 billion revenues Subjects: Computer industry; Growth management; International marketing; Market positioning; Market selection Length: 24p Supplementary Materials: Teaching Note, (503040), 16p, by V. Kasturi Rangan, Marie Bell 503S30 Title: Dell--New Horizons, Spanish Version Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 05/10/2002 Revision Date: 10/10/2002 Product Type: LACC Case Abstract: Founded in 1984, Dell had achieved phenomenal growth and by 2000 had topped $25 billion in sales and more than $2 billion in net income. In the fourth quarter of 2000, however, the PC industry's average 30-year growth rate crashed to a negative 10%. Dell had to make difficult decisions on how to sustain its profitability in light of its broad product portfolio--PCs, workstations, and servers on storage products for a broad cross section of customers in the United States and worldwide. Should it stay the course or fundamentally change strategy? Geographic Setting: Global Industry Setting: Personal computer industry Number of Employees: 25,000 Gross Revenues: $25 billion revenues Subjects: Computer industry; Growth management; International marketing; Market positioning; Market selection Length: 29p HKU682 Title: Dell: Selling Directly, Globally (2007) Author(s): Wang, Hong Iris; Farhoomand, Ali; Ng, Pauline Publication Date: 08/15/2007 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: On 31 January 2007, Dell Inc. announced the return of Michael Dell, its founder, to the position of CEO, replacing Kevin Rollins in providing dayto-day leadership to the troubled PC
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maker. The radical decision came after a turbulent year that saw a sharp decline in both market share and profitability, and which ended with Dell losing its leading position in the industry to Hewlett-Packard, from which it took in 2003. Once a high-flying success case with its revolutionary direct business-tocustomer model, Dell was now facing an obvious challenge in turning itself around. This is a management strategy case concerned with the applicability of the direct business-to-customer model in global expansion, further complicated by changing industry dynamics. The application of the model is dependent on many factors that are outside the control of the company. The combined effect of these factors--such as physical infrastructure, telecommunications infrastructure, political climate, transportation networks, availability of suitable staff--determines the market readiness of the country concerned. Meanwhile, the changing market conditions, such as consumer purchasing patterns and market growth patterns, may also impair the effectiveness of the model. The test is whether Dell can successfully apply its direct model in other markets with different social and economic contexts, notably China. In addition, should Dell unswervingly adhere to the direct model in the face of shifting market conditions, globally and regionally? What are the strategies it should develop to conquer the world's second-largest PC market-China? Geographic Setting: China Subjects: NO SUBJECTS(KEYWORDS) Length: 25p Supplementary Materials: Teaching Note, (HKU683), 8p, by Hong Iris Wang, Ali Farhoomand, Pauline Ng Year New: 2007 502042 Title: Delta Dairy S.A. Author(s): Arnold, David J.; Vassilaras, George P. Publication Date: 12/06/2001 Product Type: Case (Field) Abstract: Delta, the leader in the Greek dairy market, has successfully expanded into the Balkins through joint venture agreements in the ice cream sector. It is now considering whether to expand its product line in those markets or to continue market development by entering Poland. Teaching Purpose: To examine market entry and development strategies in an emerging market context. Geographic Setting: Greece Industry Setting: Dairy industry Number of Employees: 2,900 Gross Revenues: $418 million revenues Subjects: Agribusiness; Emerging markets; Food; International marketing; Market entry Length: 29p 507S07 Title: Dendrite International, Spanish Version Author(s): Cespedes, Frank V.; Bell, Marie Publication Date: 10/13/1993 Product Type: LACC Case Abstract: Dendrite International is a $23 million (1992 revenues) supplier of sales automation software to pharmaceuticals companies in Europe, Japan, and the United States. The firm's strategy has depended on being a full-service supplier to multinational firms. Impending changes in the pharmaceuticals industry, as well as technological and competitive developments, have raised issues concerning the best means of future growth and accompanying accountmanagement procedures. Geographic Setting: Europe; Japan; United States Industry Setting: Pharmaceutical industry; Software industry Gross Revenues: $30 million revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 21p 594048 Title: Dendrite International Author(s): Cespedes, Frank V.; Bell, Marie Publication Date: 10/13/1993 Revision Date: 02/24/1995 Product Type: Case (Field) Abstract: Dendrite International is a $23 million (1992 revenues) supplier of sales automation software to pharmaceuticals companies in Europe, Japan, and the United States. The firm's strategy has depended on being a full-service supplier to multinational firms. Impending changes in the pharmaceuticals industry, as well as technological and competitive developments, have raised issues concerning the best means of future growth and accompanying accountmanagement procedures. Geographic Setting: United States; Europe; Japan Industry Setting: Software industry; Pharmaceutical industry Company Size: small Gross Revenues: $30 million revenues Subjects: Industrial markets; Information services; International marketing; Marketing management; Marketing organization; Marketing
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strategy; Product management; Sales management Length: 19p Supplementary Materials: Teaching Note, (595092), 13p, by Frank V. Cespedes 597072 Title: Dendrite International (A) (Condensed) Author(s): Deighton, John Publication Date: 01/28/1997 Revision Date: 07/08/1998 Product Type: Case (Field) Abstract: This version has been shortened to concentrate on the issue of managing a long selling process and long post-sale account relationship. The focus on the pharmaceutical industry in the United States, Europe, and Japan is preserved. Broader questions of expansion into other industries and the development of new products have been written out. Geographic Setting: United States; Europe; Japan Industry Setting: Software industry; Pharmaceutical industry Company Size: small Gross Revenues: $30 million revenues Subjects: Industrial markets; Information services; International marketing; Marketing management; Marketing organization; Marketing strategy; Product management; Sales management Length: 15p 584046 Title: Dennison Manufacturing Co.: Fastener Division (A) Author(s): Corey, E. Raymond; Kinnear, Constance M. Publication Date: 10/21/1983 Revision Date: 06/16/1986 Product Type: Case (Field) Abstract: A manufacturing company must try to increase its market share in the fastener division in the face of an unprecedented decline in sales. In order to do this, the division must develop new products and find new markets for them. This requires a total re-evaluation of the present distribution system. Geographic Setting: Massachusetts Industry Setting: Fastener industry; Industrial goods Gross Revenues: $577 million assets Subjects: Distribution channels; Distribution planning; Industrial goods; Industrial markets; Sales organization Length: 24p Supplementary Materials: Supplement (Field), (584082), 2p, by E. Raymond Corey, 584082 Title: Dennison Manufacturing Co.:
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Fastener Division (B) Author(s): Corey, E. Raymond; Carrey B Publication Date: 02/09/1984 Product Type: Supplement (Field) Abstract: Follow-up to the situation described in the (A) case. Must be used with: (584046) Dennison Manufacturing Co.: Fastener Division (A). Subjects: Distribution channels; Distribution planning; Industrial goods; Industrial markets; Sales organization Length: 2p F0509K Title: Denying the Urge to Splurge Author(s): Okada, Erica Mina Publication Date: 09/01/2005 Product Type: Harvard Business Review Article Abstract: To sell more goods, separate the necessities from the luxuries. Subjects: NO SUBJECTS(KEYWORDS) Length: 1p Year New: 2005 590044 Title: Deployment, Focus, and Measuring Effectiveness Author(s): Cespedes, Frank V. Publication Date: 10/26/1989 Revision Date: 11/16/2006 Product Type: Note Abstract: Written for a module in the Marketing Implementation course (second-year MBA elective). Offers a framework for considering relevant factors that affect sales force deployment and criteria for measuring sales effectiveness and the conduct of field marketing efforts. Subjects: Marketing implementation; Marketing management; Marketing organization; Productivity; Sales management Length: 7p 578203 Title: Design Research, Inc. Author(s): Salmon, Walter J.; Milberg AR Publication Date: 05/01/1978 Revision Date: 08/01/1978 Product Type: Case (Field) Abstract: This company is a specialty retailer of home furnishings. The case focuses generally on the product mix sold in the stores, and specifically on a proposal to increase the emphasis placed on furniture sales. Geographic Setting: United States Industry Setting: Retail industry Gross Revenues: $10 million sales Subjects: Furniture; Household products; Retailing Length: 26p 506S35 Title: Designing Channels of Distribution, Spanish Version Author(s): Rangan, V. Kasturi Publication Date: 05/11/1994 Product Type: LACC Note Abstract: Presents a framework and a method for addressing the new product channel choice decision. Offers a sixstep method that involves: 1) disaggregating and prioritizing a distribution channel by customers' channel function requirements; 2) obtaining and combining customers' (and key informants) evaluations of the channel functions; 3) benchmarking existing channels (own as well as competitors'); 4) identifying and constructing effective channel alternatives; 5) quantifying the shortterm and long-term benefits and costs of each alternative; and 6) selecting the appropriate channel by trading off the opportunities versus constraints posed by existing channel networks (if applicable). The method requires extensive management participation to facilitate its implementation. Provides an illustrative application to demonstrate its managerial usefulness. Subjects: NO SUBJECTS(KEYWORDS) Length: 14p Year New: 2006 594116 Title: Designing Channels of Distribution Author(s): Rangan, V. Kasturi Publication Date: 05/11/1994 Product Type: Note Abstract: Presents a framework and a method for addressing the new product channel choice decision. Offers a sixstep method that involves: 1) disaggregating and prioritizing a distribution channel by customers' channel function requirements; 2) obtaining and combining customers' (and key informants) evaluations of the channel functions; 3) benchmarking existing channels (own as well as competitors'); 4) identifying and constructing effective channel alternatives; 5) quantifying the shortterm and long-term benefits and costs of each alternative; and 6) selecting the appropriate channel by trading off the opportunities versus constraints posed by existing channel networks (if applicable). The method requires extensive management participation to facilitate its implementation. Provides an illustrative application to demonstrate its managerial usefulness. Subjects: Distribution channels; Distribution planning
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587174 Title: Designing Multinational Marketing Programs Author(s): Buzzell, Robert D.; Quelch, John A. Publication Date: 05/19/1987 Product Type: Note Abstract: Provides an overview of the elements of multinational marketing programs. Prepared as a chapter of a book, Multinational Marketing Management: Cases and Readings, by R.D. Buzzell and J.A. Quelch. Subjects: Distribution; Marketing management; Multinational corporations; Pricing; Product life cycle Length: 8p 6283BC Title: Develop a Common Planning Process and Information System: CMO Strategies for Facilitating Silo Cooperation Author(s): Aaker, David Publication Date: 10/21/2008 Product Type: HBS Press Chapter Abstract: Apparently sophisticated marketing firms often lack a common planning process across their silo units. In too many cases, the silo units are able to use their homegrown planning process, and the results are predictably uneven and ad hoc. What is optimal is to have both a planning process and a supporting information system that are the same across silos--and this is where the CMO comes in. This chapter describes some prototype silo planning processes and silo-spanning information systems that can serve as a model and point of departure for those attempting to develop or refine their own. Subjects: NO SUBJECTS(KEYWORDS) Length: 25p List Price: $6.95 584056 Title: Developing Foreign Export as a Market Entry Strategy Author(s): Cady, John F.; Glover, Katherine Publication Date: 11/03/1983 Product Type: Note Abstract: Summarizes much of what is known concerning the export development strategies of U.S. firms. Examines the determinants of exporting, and the role of corporate and external "change agents" in stimulating exporting, and the process that firms go through in developing exportation as an innovative strategy. Also addresses government's role in stimulating export strategies. Subjects: Exports; International marketing; International trade; Market
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entry; Strategic market planning Length: 25p 2599BC Title: Developing New Products and Services: The Marketer's Role Publication Date: 11/21/2005 Product Type: HBS Press Chapter Abstract: Traditional market research techniques are applied to developing incremental updates on existing products. The development may take a horizontal path to like products or a vertical path to make premium or budget versions of one line. However, market research may suggest breakthrough products that pose a larger market risk but can equal unprecedented results. This chapter concentrates all of these options and defines the marketer's role in each. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy; (2564BC) Creating a Marketing Plan: An Overview; (2572BC) Competitive Analysis: Understand Your Opponents; (2580BC) Market Customization: Market Segmentation, Targeting, and Positioning; (2602BC) Branding: Differentiation that Customers Value; (2610BC) The Right Customers: Acquisition, Retention, and Development; (2629BC) Pricing It Right: Strategies, Applications, and Pitfalls; (2637BC) Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation; (2645BC) Interactive Marketing: New Channel, New Challenge; (2653BC) Marketing Across Borders: It's a Big, Big World. Subjects: NO SUBJECTS(KEYWORDS) Length: 19p List Price: $6.95 Year New: 2006 CMR354 Title: Developing an Effective Customer Loyalty Program Author(s): Berman, Barry Publication Date: 11/01/2006 Product Type: CMR Article Publisher: California Management Review Abstract: Despite the large number of firms offering loyalty programs and their high levels of consumer membership, many of these loyalty programs have not been successful. Differentiates among four different types of loyalty programs and offers a series of guidelines to assist firms to develop, implement, and control an effective loyalty program. Describes several potential pitfalls that need to be avoided. Subjects: NO SUBJECTS(KEYWORDS) Length: 28p Year New: 2006 BME6 Title: Developing and Marketing a Blockbuster Drug: Lessons from Eli Lilly's Experience with Prozac Author(s): Eaton, Margaret L.; Xu, Mark Publication Date: 02/25/2005 Product Type: Case (Field) Publisher: Stanford University Abstract: In 1987, Eli Lilly began to market Prozac, the first available drug in a new class of psychotropic drugs called selective serotonin reuptake inhibitors (SSRIs). Prozac, and other SSRIs that followed it, revolutionized the treatment of depression and changed the philosophy and practice of psychiatry. It allowed depression to be treated by nonpsychiatrist physicians, substantially increased the number of depressed patients who had access to treatment, and lowered the cost of treating depression and other mental illnesses. Prozac quickly became the biggest selling drug in the history of the pharmaceutical industry. Explores the history of Prozac and the factors that combined to make it the best-selling drug of all time. Provides a brief history of depression and the theories that led some scientists to pursue SSRIs. Covers Lilly's uncertain development of Prozac, the thoughtful marketing that went into the launch, and the company's postlaunch marketing strategies as the drug became widely used. Emphasizes the management difficulties, including product lawsuits and patent expirations, generated by blockbuster drugs. Geographic Setting: Indianapolis, IN Industry Setting: Pharmaceutical industry Subjects: NO SUBJECTS(KEYWORDS) Length: 31p Supplementary Materials: Teaching Note, (BME6TN), 14p, by Margaret L. Eaton Year New: 2006 BH157 Title: Developing the Sales Force, Growing the Business: The Direct Selling Experience Author(s): Crittenden, Victoria L.; Crittenden, William F. Publication Date: 09/15/2004 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: With worldwide sales topping $85 billion, the scope and scale of direct selling warrants greater understanding of its chief asset: the sales representative. Self-employed individuals, these reps
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are instrumental to their firms' success and growth. Interviews with direct selling executives have helped identify universally applicable sales force success variables: selecting the right individuals, maintaining their motivation, developing the appropriate skills, and providing high perceived value and supply. With an independent sales force framework, it is imperative for direct selling firms to implement programs that aid in finding and keeping strong individual sellers. Subjects: NO SUBJECTS(KEYWORDS) Length: 6p Year New: 2005 596076 Title: Dewar's (A): Brand Repositioning in the 1990s Author(s): Silk, Alvin J.; Klein, Lisa R. Publication Date: 03/22/1996 Revision Date: 11/12/1997 Product Type: Case (Field) Abstract: Dewar's, a major brand of Scotch whisky, produced by United Distillers of the U.K., and the U.S. leader in the Scotch category with a 15% market share, faced a declining market among traditional consumers of distilled spirits. Given the growing societal, legal, and regulatory opposition to drinking in the U.S., the marketing options were limited. In addition, drinking preferences had shifted away from distilled spirits to lighter, lower alcohol beverages like wine, wine coolers, and beer. In early 1993, Dewar's U.S. importer, Schieffelin and Somerset, in cooperation with the brand's longstanding advertising agency, Leo Burnett, began to explore the opportunities for repositioning Dewar's to younger adults. Repositioning Dewar's was a necessity for the brand to remain viable in the long term. Its existing customer base was aging, and younger drinkers who did drink Scotch were consuming less. The issue is how to update the brand's image to attract younger consumers. The brand manager faces the decision of planning the strategy for a repositioning or "recruitment" campaign for the brand. May be used with: (596094) Dewar's (C): Exploring New Media Opportunities; (596085) Dewar's (B): Preliminary Results of the Repositioning Campaign. Geographic Setting: United States Industry Setting: Liquor Number of Employees: 400 Gross Revenues: $195 million revenues Subjects: Advertising campaigns; Advertising strategy; Beverages; Brands; Consumer marketing; Marketing management; Marketing strategy
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Length: 29p 596085 Title: Dewar's (B): Preliminary Results of the Repositioning Campaign Author(s): Silk, Alvin J.; Klein, Lisa R. Publication Date: 03/27/1996 Revision Date: 10/31/1997 Product Type: Case (Field) Abstract: Reports the strategic choices made by Dewar's and briefly describes the implementation of the campaign from its launch in September 1993 through September 1995. May be used with: (596076) Dewar's (A): Brand Repositioning in the 1990s; (596094) Dewar's (C): Exploring New Media Opportunities. Geographic Setting: United States Industry Setting: Liquor Number of Employees: 400 Gross Revenues: $195 million revenues Subjects: Advertising campaigns; Advertising strategy; Beverages; Brands; Consumer marketing; Marketing management; Marketing strategy Length: 2p 596094 Title: Dewar's (C): Exploring New Media Opportunities Author(s): Silk, Alvin J.; Klein, Lisa R. Publication Date: 03/27/1996 Revision Date: 11/05/1997 Product Type: Case (Field) Abstract: Dewar's is considering employing new media options. The company had committed resources to a new CD-ROM magazine, Launch, in 1994, as its first experiment with new media. During 1994, a number of additional opportunities have been presented to both Leo Burnett and S&S including other CD-ROM "digizines" and World Wide Web sites. Jamie Prusak must now decide how to evaluate these new opportunities, as well as several other lower technology media alternatives, in terms of costs, effectiveness and efficiency, and longterm impact on the brand's two target markets. May be used with: (596076) Dewar's (A): Brand Repositioning in the 1990s; (596085) Dewar's (B): Preliminary Results of the Repositioning Campaign. Geographic Setting: United States Industry Setting: Liquor Number of Employees: 400 Gross Revenues: $195 million revenues Subjects: Advertising campaigns; Advertising strategy; Beverages; Brands; Consumer marketing; Marketing management; Marketing strategy Length: 16p 506084 Title: Dewey & Almy Chemical Division Author(s): Matthews, John B., Jr.; McDonald, Philip R. Publication Date: 04/11/1961 Revision Date: 04/23/1985 Product Type: Case (Field) Abstract: Describes management's considerations in pricing a new product, the polyfibron blanket, and its gradual introduction on a region-by-region basis. Geographic Setting: Massachusetts Industry Setting: Chemical industry Event Year Start: 1959 Event Year End: 1959 Subjects: Chemicals; Market research; Marketing strategy; Pricing strategy; Product introduction; Product lines Length: 9p 905A02 Title: Dexit--A Marketing Opportunity Author(s): Ritchie, Robin; Lalani, Sohail Publication Date: 04/04/2005 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Dexit is a new electronic payment system that offers a convenient alternative to cash for small-value retail transactions. The chief executive officer is faced with some critical target market and marketing mix decisions as she prepares for launch. The situation is complicated by the fact that action is needed on two fronts: Dexit must not only recruit end consumers for the service, it also must convince merchants to install the payment terminals. Because paying with cash is free, the company needs to persuade both groups that the added convenience of Dexit justifies a transaction fee. Although the concept appears to have good potential, recent test market failures of two similar offerings suggest that success is far from guaranteed. Reinforces the importance of solid consumer analysis when selecting a target market, demonstrates the concept of value to the customer, and provides a basis for discussing push vs. pull marketing strategies. Geographic Setting: Canada Industry Setting: Business services Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Supplementary Materials: Teaching Note, (805A02), 16p, by Robin Ritchie Year New: 2005 99A022 Title: Dharmala Manulife: A Marketing Strategy Author(s): Hulland, John S.; Everatt, Donna Publication Date: 01/01/1999
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Revision Date: 01/27/2000 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The president director of Dharmala Manulife, a large, successful Canadian-Indonesian joint venture life insurance company, faced a significant disruption to operations due to social unrest in Jakarta. Moreover, the Asian financial crisis had resulted in a massive devaluation of the rupiah in terms of the U.S. dollar. Thus, premiums on U.S. dollar-denominated policies had become prohibitively expensive almost overnight. Policy surrenders, redemptions, and lapses were occurring at an alarming rate. This erosion of the company's client base also meant that sales agents (who worked solely on commissions) were not only losing clients, but were also facing a tremendous challenge in writing new policies in light of the economic, political, and social chaos. Given the external situation, the president director and his senior management team were forced to develop effective strategic marketing decisions. Geographic Setting: Indonesia Industry Setting: Insurance industry Company Size: large Subjects: Asia; Canada; Insurance; Marketing strategy; Pension funds; Product development; Sales management; Sales strategy Length: 21p Supplementary Materials: Teaching Note, (899A22), 10p, by John S. Hulland, Donna Everatt 597048 Title: Diamond Walnut Growers Author(s): Goldberg, Ray A.; Carter, Mollie H. Publication Date: 11/12/1996 Product Type: Case (Field) Abstract: Diamond Walnut Growers is the largest walnut marketer in the world. As a grower-owned cooperative, it is under pressure to operate as efficiently as independent handlers. Diamond is evaluating its high-margin consumer branded business, which has experienced little to no growth, and the low-margin but rapidly growing industrial business to determine its strategy regarding each. Geographic Setting: United States Industry Setting: Agriculture industry Number of Employees: 500 Gross Revenues: $200 million revenues Subjects: Agribusiness; Cooperatives; Food; Marketing strategy Length: 23p R0305H Title: Diamonds in the Data Mine
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Author(s): Loveman, Gary W. Publication Date: 05/01/2003 Product Type: Harvard Business Review Article Abstract: Harrah's Entertainment may not offer the most dazzling casinos in the business, but it is the most profitable gaming company in the United States. Since 1998, Harrah's has recorded 16 straight quarters of same-store revenue growth. It boasts the most devoted clientele in the casino industry, a business notorious for fickle customers. In this article, Harrah's Entertainment CEO and former Harvard Business School Professor Gary Loveman explains how his company has trumped its competitors by mining customer data, running experiments using customer information, and using the findings to develop and implement marketing strategies that keep customers coming back for more. Harrah's identified its best customers--who were not typical high rollers--and taught them to respond to the casino's marketing efforts in a way that added to their individual value. The company's customer preference data were collected through its Total Rewards incentive program; in addition, it used decision-science-based analytical tools and database marketing. This deep data mining has succeeded because Harrah's has simultaneously maintained its focus on satisfying its customers. Loveman outlines the specific strategies and employee-performance measures that Harrah's uses to nurture customer loyalty across its 26 casinos. May be used with: (184048) Controls at the Sands Hotel and Casino. Subjects: Customer relations; Customer retention; Customer service; Market segmentation; Marketing information systems; Marketing planning; Marketing strategy Length: 8p NEW 3647 Title: Diamonds in the Data Mine (HBR OnPoint Enhanced Edition) Author(s): Loveman, Gary W. Publication Date: 05/01/2003 Product Type: HBR OnPoint Article Abstract: Harrah's Entertainment may not offer the most dazzling casinos in the business, but it is the most profitable gaming company in the United States. Since 1998, Harrah's has recorded 16 straight quarters of same-store revenue growth. It boasts the most devoted clientele in the casino industry, a business notorious for fickle customers. In this article, Harrah's Entertainment CEO and former Harvard Business School Professor Gary Loveman explains how his company has trumped its competitors by mining customer data, running experiments using customer information, and using the findings to develop and implement marketing strategies that keep customers coming back for more. Harrah's identified its best customers--who were not typical high rollers--and taught them to respond to the casino's marketing efforts in a way that added to their individual value. The company's customer preference data were collected through its Total Rewards incentive program; in addition, it used decision-science-based analytical tools and database marketing. This deep data mining has succeeded because Harrah's has simultaneously maintained its focus on satisfying its customers. Loveman outlines the specific strategies and employee-performance measures that Harrah's uses to nurture customer loyalty across its 26 casinos. Subjects: Customer relations; Customer retention; Customer service; Market segmentation; Marketing information systems; Marketing planning; Marketing strategy Length: 9p List Price: $6.50 NEW 502021 Title: Digital Angel Author(s): Moon, Youngme; Herman, Kerry Publication Date: 11/09/2001 Revision Date: 03/21/2002 Product Type: Case (Field) Abstract: Digital Angel is considering the appropriate marketing plan for the launch of its new locator device. The device, a watch and pager worn in combination, provides GPS location information and monitors heart rate and body temperature via body sensors. Parents of young children and caregivers of Alzheimer's patients are the initial target markets for the device, but at least 26 potential markets have been identified for the product. Building a brand and generating positive word of mouth are central to the marketing plan decision. But the technology also raises concerns over privacy issues, and the benefits of the product are complex and challenging to communicate. Geographic Setting: Palm Beach, FL Subjects: Advertising strategy; Consumer marketing; Innovation; Marketing planning; New product marketing; Product development; Product introduction; Technology Length: 20p 502S41 Title: Digital Angel, Spanish Version Author(s): Moon, Youngme; Herman, Kerry
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Publication Date: 11/09/2001 Revision Date: 03/21/2002 Product Type: LACC Case Abstract: Digital Angel is considering the appropriate marketing plan for the launch of its new locator device. The device, a watch and pager worn in combination, provides GPS location information and monitors heart rate and body temperature via body sensors. Parents of young children and caregivers of Alzheimer's patients are the initial target markets for the device, but at least 26 potential markets have been identified. Building a brand and generating positive word of mouth are central to the marketing plan decision. But the technology also raises concerns over privacy issues, and the benefits of the product are complex and challenging to communicate. Geographic Setting: Palm Beach, FL Subjects: Advertising strategy; Consumer marketing; Innovation; Marketing planning; New product marketing; Product development; Product introduction; Technology Length: 22p 593040 Title: Dillard's Department Stores Author(s): Salmon, Walter J.; Ortmeyer, Gwendolyn K. Publication Date: 10/05/1992 Product Type: Case (Library) Abstract: Discusses how a department store retailer changed its pricing policy. Geographic Setting: United States Industry Setting: Retail industry Subjects: Department stores; Pricing; Pricing strategy; Retailing Length: 15p 500083 Title: The Dimensions of Brand Equity for Nestle Crunch Bar, A Research Case Author(s): Zaltman, Gerald Publication Date: 01/27/2000 Product Type: Miscellaneous Educational Material Abstract: An in-depth study of consumer thoughts and feelings about a branded candy bar. May be used with: (599056) The ZMET Research Process. Industry Setting: Food industry Subjects: Brand equity; Consumer behavior; Food; Market research Length: 56p 591002 Title: Direct Product Profitability at Hannaford Brothers Co. Author(s): Salmon, Walter J.; Dew, Marci K. Publication Date: 10/19/1990 Revision Date: 06/22/1992 Product Type: Case (Field) Abstract: Concerns the pioneering use
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of a method of accounting in retailing which takes into account not only sales and the cost of goods sold but, at the item level, all of the variable costs associated with each item that is sold. Focuses on the strengths and weaknesses of Hannaford's use of Direct Product Profit and the opportunities and obstacles in the way of the improvement and extension of the Direct Product Profit system. Industry Setting: Retail industry Subjects: Accounting procedures; Pricing; Retailing; Supermarkets Length: 27p Supplementary Materials: Teaching Note, (595120), 3p, by David E. Bell 96305 Title: Discover Your Products' Hidden Potential Author(s): MacMillan, Ian C.; Gunther McGrath, Rita Publication Date: 05/01/1996 Product Type: Harvard Business Review Article Abstract: A successful strategy for selling your products or services depends on your ability to get into the minds of your targeted customers. But sometimes the customers themselves do not know what is in their minds. A simple tool called the ACE (Attribute Categorization and Evaluation) Matrix can help managers understand customers' behavior and bring hidden product attributes to the surface. It helps companies see that a product may have different salient attributes for different customer segments. The matrix gives companies an iterative process for validating assumptions about product attributes and for monitoring changes that occur because of competition. Subjects: Consumer behavior; Market research; Market segmentation; Product positioning Length: 10p BH055 Title: Discovering Hidden Pricing Power Author(s): Potter, David V. Publication Date: 11/15/2000 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Even in a mature and complex market, which is resistant to across-the-board price increases, there are still many ways to deftly raise effective prices and increase market share. Pricing policy, if wielded wisely, can still be a powerful tool. The path to these pricing opportunities lies in three actions management can take: changing the structure of the price (bundle benefits, unbundle benefits, offer alternative service levels and price points, link future purchases to current transactions, change the price effectiveness period, substitute components of the price, shift some of the price to suppliers); building more subtlety into the pricing process (set prices selectively rather than across the board, move prices in smaller increments, raise invisible prices, match price moves to the market, use discounts strategically to build relationships with desirable clients); and exploiting patterns common in other difficult markets (price against the leader, follow the leader, seek out segments that will tolerate higher prices). With the hidden power of pricing, a company facing a highly pricecompetitive market can use knowledge and subtlety to improve its returns and share. Subjects: Competition; Marketing management; Marketing strategy; Pricing; Pricing strategy Length: 8p 599046 Title: Discovery Health (A) Author(s): Chun, Samuel; Matisonn, Shaun Publication Date: 09/17/1998 Revision Date: 06/30/1999 Product Type: Case (Field) Abstract: A South African health insurance company undertakes a redesign of its prescription drug coverage policy in light of its experiences with Prozac. May be used with: (599047) Discovery Health (B). Geographic Setting: South Africa Industry Setting: Health care industry Number of Employees: 500 Gross Revenues: $200 million revenues Subjects: Health care; Health insurance; Incentives; Insurance; Product design; South Africa Length: 16p Supplementary Materials: Teaching Note, (599051), 7p, by Samuel Chun 599047 Title: Discovery Health (B) Author(s): Chun, Samuel; Matisonn, Shaun Publication Date: 09/17/1998 Revision Date: 07/02/1999 Product Type: Case (Field) Abstract: A South African health insurance company grapples with designing a financially viable coverage solution for a new prescription drug treatment for male impotence. May be used with: (599046) Discovery Health (A). Geographic Setting: South Africa Industry Setting: Health care industry
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Number of Employees: 500 Gross Revenues: $200 million revenues Subjects: Health care; Health insurance; Incentives; Insurance; Product design; South Africa Length: 4p Supplementary Materials: Teaching Note, (599051), 7p, by Samuel Chun F0303B Title: Disintegrated Marketing Author(s): Klein, Daniel Publication Date: 03/01/2003 Product Type: Harvard Business Review Article Abstract: Companies typically divide up the aspects of major marketing campaigns, assuming that the efforts of a half-dozen or more specialty agencies and internal groups will reinforce one another. But a better approach is to "systems engineer" a campaign, which may require that each component be compromised to serve the needs of the whole. Subjects: Marketing management; Marketing organization; Marketing planning; Marketing strategy Length: 2p 596060 Title: Disney Consumer Products in Lebanon Author(s): Quelch, John A. Publication Date: 10/04/1995 Revision Date: 10/10/1996 Product Type: Case (Field) Abstract: The managing director of Disney Consumer Products for Europe and the Middle East is reviewing recent market research in Lebanon regarding the sales potential of Disney licensed products and assessing the pros and cons of several distribution options. Geographic Setting: Europe; Middle East Industry Setting: Consumer products; Retail industry Gross Revenues: $1.4 billion revenues Subjects: Consumer goods; Distribution planning; Entertainment industry; Growth strategy; International marketing; Middle East Length: 17p Supplementary Materials: Teaching Note, (598125), 5p, by John A. Quelch 507006 Title: Disney Consumer Products: Marketing Nutrition to Children Author(s): Bell, David E.; Winig, Laura Publication Date: 12/13/2006 Revision Date: 01/25/2007 Product Type: Case (Field) Abstract: In an effort to capture market share in the children's foods category, Disney Consumer Products (DCP)
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debuted a broad line of "better for you" foods, ranging from fresh fruits and vegetables to frozen meals, through a partnership with Kroger supermarkets. In answer to a global obesity epidemic, DCP reformulated existing products and introduced new ones which met stringent nutritional requirements. Disney--and by extension, DCP--is highly influential with children: can the company use its "magic" to get children to switch from sugary, processed foods and become lifelong converts to a more nutritious diet? What is the food industry's responsibility in this controversial space? Geographic Setting: United States Industry Setting: Entertainment industry Gross Revenues: $65 million revenues Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 28p Supplementary Materials: Teaching Note, (5-508-078), 5p, by David E. Bell, Mary Shelman Year New: 2006 9-508-S23 Title: Disney Consumer Products: Marketing Nutrition to Children, Spanish Version Author(s): Bell, David E.; Winig, Laura Publication Date: 12/13/2006 Product Type: LACC Case Abstract: In an effort to capture market share in the children's foods category, Disney Consumer Products (DCP) debuted a broad line of "better for you" foods, ranging from fresh fruits and vegetables to frozen meals, through a partnership with Kroger supermarkets. In answer to a global obesity epidemic, DCP reformulated existing products and introduced new ones which met stringent nutritional requirements. Disney--and by extension, DCP--is highly influential with children: can the company use its "magic" to get children to switch from sugary, processed foods and become lifelong converts to a more nutritious diet? What is the food industry's responsibility in this controversial space? Geographic Setting: United States Industry Setting: Entertainment industry Gross Revenues: $65 million revenues Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 28p Year New: 2006 F0804D Title: Distribution Lessons from Mom and Pop Author(s): Niezen, Carlos; Rodriguez, Julio Publication Date: 04/01/2008 Product Type: Harvard Business Review Article Abstract: Coca-Cola developed a distribution model for emerging markets by learning how its Peruvian bottler succeeded in the mom-and-pop channel. The tenets: Turn wholesalers into distributors, use IT to link and control distributors, and employ simple technology. PepsiCo has taken a page from the same playbook; other multinationals can, too. Geographic Setting: Latin America Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2007 585045 Title: Distribution Policy Author(s): Dolan, Robert J. Publication Date: 09/14/1984 Revision Date: 10/30/1992 Product Type: Note Abstract: Presents some fundamental principles of channels of distribution management. Subjects: Distribution channels; Marketing management Length: 7p 96308 Title: Do Better at Doing Good Author(s): Rangan, V. Kasturi; Karim, Sohel; Sandberg, Sheryl K. Publication Date: 05/01/1996 Product Type: Harvard Business Review Article Abstract: In spite of top-notch efforts, many social-change initiatives fail. What goes wrong? How can the initiatives be presented more effectively? Analyzing the costs and benefits of the proposed change from the perspective of the targeted community can help marketers answer those questions. The authors present a framework to facilitate such an analysis and to help form effective marketing plans. When the proposed behavior change involves little cost to the targeted community and provides a significant personal benefit, conventional marketing methods--such as those used for marketing consumer goods--can be effective. When the proposed change involves a high cost, in terms of either money or some other measure (difficulty, for instance, in quitting smoking), the social marketer's job becomes harder. Social marketers face their greatest challenge in cases where the cost is high and the personal benefit is intangible. Subjects: Advertising campaigns; Marketing strategy; Nonprofit marketing;
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F0611E Title: Do Customer Communities Pay Off? Author(s): Algesheimer, Rene; Dholakia, Paul M. Publication Date: 11/01/2006 Product Type: Harvard Business Review Article Abstract: New research says they do, in spades, especially for online businesses. Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Year New: 2006 SMR031 Title: Do Customer Loyalty Programs Really Work? Author(s): Dowling, Grahame R.; Uncles, Mark Publication Date: 07/01/1997 Product Type: SMR Article Abstract: A company that initiates a customer loyalty program usually wants to retain existing customers, maintain sales levels and profits, increase the potential value of existing customers, and encourage customers to buy its other products as well. But, based on a review of behavioral loyalty research, the authors posit that the schemes do not fundamentally alter market structure and, instead, increase market expenditures without really creating any extra brand loyalty. Research shows that only about 10% of buyers for many types of frequently purchased consumer goods are 100% loyal to a particular brand over a one-year period. Consumers do not buy only one brand. For any loyalty program to be effective, say the authors, it must leverage the value of the product to the customer. Therefore, the program must have: (1) a direct or indirect effect, such as the General Motors rebate scheme that builds up savings toward a new car; (2) a perception of value, such as cash; and (3) timing--when rewards are available. The more delayed the reward, the less powerful. The authors suggest ways to design an effective program: ensure that it enhances the value proposition of the product or service, fully cost the program, maximize the buyer's motivation to purchase again, and consider the market conditions when planning. Subjects: Brands; Consumer behavior; Customer relations; Customer retention; Loyalty; Marketing strategy Length: 14p Year New: 2005
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C0203C Title: Do I Hear a Question? Author(s): Bierck, Richard Publication Date: 03/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: Arthur Levitt, former chairman of the Securities and Exchange Commission, talks with HMCL about his tricks for making speeches and getting audiences involved. Subjects: Management communication Length: 1p List Price: $4.50 95307 Title: Do Rewards Really Create Loyalty? Author(s): O'Brien, Louise; Jones, Charles Publication Date: 05/01/1995 Product Type: Harvard Business Review Article Abstract: Although reviled in the business press as short-term fads, rewards programs are gaining popularity. Rewards can and do build customer loyalty. Unfortunately, they are widely misunderstood and often misapplied. A rewards program needs to share value in proportion to the value the customer loyalty creates for the company. A company must first make sure that its rewards align with company capabilities, then take into account the five elements that determine value to a customer: cash value, choice, aspirational value, relevance, and convenience. Any company can attain access to the full set of capabilities. Some businesses choose to band together with others in a rewards network. The authors detail the ways American Express, General Motors, State Farm, Neiman Marcus, Saks Fifth Avenue, MCI, Air Miles, and others are building customer loyalty. Subjects: Customer relations; Customer service; Market research; Marketing implementation; Marketing management; Marketing organization; Marketing planning; Marketing strategy Length: 8p 95209 Title: Do You Want to Keep Your Customers Forever? Author(s): Pine, B. Joseph, II; Peppers, Don; Rogers, Martha Publication Date: 03/01/1995 Product Type: Harvard Business Review Article Abstract: Customers, whether consumers or businesses, do not want more choices. They want exactly what they want--when, where, and how they want it--and technology now makes it possible for companies to give it to them. But few companies are exploiting that potential. Most managers continue to view the world through the twin lenses of mass marketing and mass production. They try to churn out a greater variety of goods and services and to tailor their messages to ever finer market segments. But they end up bombarding their customers with too many choices. A company that aspires to give customers exactly what they want must use technology to become two things: a mass customizer that efficiently provides individually customized goods and services, and a one-to-one marketer that elicits information from each customer. The process of acquiring those skills will bind producer and consumer together in what the authors call a learning relationship--an ongoing collaboration to meet the customer's needs over time that will continually strengthen their bond. Subjects: Customer relations; Customer retention; Customization; Information age; Marketing strategy; New economy; Product portfolio management Length: 12p BESTSELLER 502026 Title: Documentum, Inc. Author(s): Lal, Rajiv; Lanagan, Sean Publication Date: 09/18/2001 Revision Date: 04/10/2002 Product Type: Case (Field) Abstract: Describes Jeff Miller's attempt to implement Geoffrey Moore's crossing the chasm ideas at enterprise software vendor, Documentum. Geographic Setting: Silicon Valley Industry Setting: Software industry Company Size: start-up Number of Employees: 20 Gross Revenues: $2 million revenues Subjects: Entrepreneurial management; Growth strategy; Information technology; Market selection; Marketing strategy; New product marketing; Sales strategy; Silicon Valley; Software Length: 26p Supplementary Materials: Teaching Note, (503035), 9p, by Rajiv Lal 578073 Title: Docutel Corp. (Condensed) Author(s): Abell, Derek F.; Biggadike, Ralph Publication Date: 10/25/1977 Revision Date: 02/22/1984 Product Type: Case (Field) Abstract: Docutel pioneered the manufacture and marketing of automatic customer activated tellers for banks and currently holds 80% of the market. The company now faces competition from several larger firms which have entered the industry. Explores the strategic
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options in market policy for the company. Geographic Setting: United States Industry Setting: Automated teller machine Company Size: small Subjects: Banking; Competition; Computer industry; Financial services; Market share; Marketing strategy; Strategic market planning; Strategic planning Length: 22p CMR295 Title: Doing Better at Doing Good: When, Why, and How Consumers Respond to Corporate Social Initiatives Author(s): Bhattacharya, C.B.; Sen, Sankar Publication Date: 11/01/2004 Product Type: CMR Article Publisher: California Management Review Abstract: Although companies are devoting significant resources to corporate social responsibility (CSR) initiatives, insights into the optimal formulation, implementation, and effectiveness estimation of CSR strategies are currently scarce. Takes an in-depth look at when, why, and how CSR works from a consumer's perspective. In contrast to the simple, monotonic relationships between CSR and consumer purchase behavior evident in marketplace polls, this article proposes a more complex, contingent model of consumer responses to CSR. Articulates both the internal outcomes (e.g., awareness, attitudes, attachment) and external outcomes (e.g., word of mouth, purchase, loyalty) of CSR initiatives for not just the company, but also the consumer and the CSR issue/cause. Delineates the key factors that are likely to moderate the extent to which the inputs lead to the internal outcomes and the internal outcomes lead to the external ones. This framework can help guide companies in formulating and implementing their CSR initiatives as well as measuring the effectiveness of these initiatives. Subjects: Consumer behavior; Consumer marketing; Corporate responsibility Length: 17p Year New: 2005 502S02 Title: Dominion Motors & Controls Ltd., Spanish Version Author(s): Corey, E. Raymond Publication Date: 06/06/1989 Revision Date: 09/23/1992 Product Type: LACC Case Abstract: The leading manufacturer of motors in Canada is threatened by a loss of market share in oilfield pumping
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motors because a major customer, having tested several competing motor brands, finds a competitor's motor to be superior. A central issue is whether to make a special purpose motor for this market, reduce the price on the current design, or contest the test results. A rewritten version of an earlier case, no longer available, by the same author. Geographic Setting: Canada Industry Setting: Engine industry Company Size: large Subjects: Canada; Competition; Industrial markets; Machinery; Market segmentation; Market share; Pricing strategy; Product planning & policy Length: 10p 589115 Title: Dominion Motors & Controls Ltd. Author(s): Corey, E. Raymond Publication Date: 06/06/1989 Revision Date: 09/23/1992 Product Type: Case (Field) Abstract: The leading manufacturer of motors in Canada is threatened by a loss of market share in oilfield pumping motors because a major customer, having tested several competing motor brands, finds a competitor's motor to be superior. A central issue is whether to make a special purpose motor for this market, reduce the price on the current design, or contest the test results. A rewritten version of an earlier case, no longer available, by the same author. Geographic Setting: Canada Industry Setting: Engine industry Company Size: large Subjects: Canada; Competition; Industrial markets; Machinery; Market segmentation; Market share; Pricing strategy; Product planning & policy Length: 9p Supplementary Materials: Teaching Note, (589119), 8p, by E. Raymond Corey 580149 Title: Dominion Motors & Controls Ltd.-1980 Author(s): Shapiro, Benson P. Publication Date: 05/01/1980 Revision Date: 09/10/1984 Product Type: Case (Field) Abstract: The management of Dominion must decide whether to produce a special purpose motor for a special application. This is an updated version of Dominion Motors and Controls Ltd. by E.R. Corey. Geographic Setting: Canada Industry Setting: Machinery industry Gross Revenues: $54 million sales Subjects: Canada; Industrial markets; Machinery; Pricing strategy; Product lines; Product planning & policy Length: 8p F0506J Title: Don't Blame the Metrics Author(s): Clancy, Kevin J.; Stone, Randy L. Publication Date: 06/01/2005 Product Type: Harvard Business Review Article Abstract: Improved measurement methods show marketing is losing its magic, say consultants Kevin J. Clancy and Randy L. Stone. Subjects: Innovation Length: 1p Year New: 2005 85309 Title: Don't Discount Off-Price Retailers Author(s): Kaikati, Jack G. Publication Date: 05/01/1985 Product Type: Harvard Business Review Article Abstract: Off-price retailing's recent growth came from the demise of fairtrade laws, adverse economic conditions, strong demand for widely recognized brands, and continuing consumer disenchantment with traditional retailers. Traditional department stores and discount chains are challenging the success of offpricers by competing, avoiding conflict, or diversifying by starting their own similar outlets. Industry Setting: Retail industry Subjects: Brands; Distribution channels; Franchising; Marketing strategy; Retailing Length: 8p R0809Z Title: Don't Try This Offshore (Commentary for HBR Case Study) Author(s): Brown, Stephen; Pink, Daniel H.; Chuang, John; Phelps, Richard; Wrench, Charlie Publication Date: 09/01/2008 Product Type: Harvard Business Review Article Abstract: Since the mid-1990s, management-metaphor boutique Serendipity Associates (SA) has been offering clients sizzling similes and snappy sound bites. But the head of SA, Barton Brady, gets word that someone is now poaching in his territory. It's the lowrent operation Tropes R Us, which has started offshoring production to Ireland and will soon flood the market with highquality, low-cost metaphors. Does this move confirm Brady's fear that the U.S. is losing its competitive edge in rightbrain work? Four experts comment on this fictional case study in R0809A and R0809Z. Daniel H. Pink, an author and consultant, says SA should move to higher ground--to find new ways to
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differentiate itself on the basis of rightbrain capabilities that will be difficult to offshore. Doing this, he writes, requires an education system that nurtures creativity. John Chuang, CEO of talent consulting firm Aquent, writes that Brady could rally U.S. citizens to protest the country's current immigration policy, which makes it difficult for companies to import top talent. Brady should also broaden the definition of SA's business. Richard Phelps, a human resource executive at PricewaterhouseCoopers, argues that contrary to the prevailing view of many in the West, workers in emerging economies are equal to the demands of creative work. SA should assemble the best right brains on the planet and either hire them or contract with them to represent the SA brand. Charlie Wrench, the CEO of brand and design consulting firm Landor Associates, advises Brady not to worry about his country--which Wrench believes will continue to attract a disproportionate share of the world's creative talent--but about his multinational clients, who need service providers to display a powerful combination of right-brain and left-brain skills. Subjects: NO SUBJECTS(KEYWORDS) Length: 5p R0809A Title: Don't Try This Offshore (HBR Case Study and Commentary) Author(s): Brown, Stephen; Pink, Daniel H.; Chuang, John; Phelps, Richard; Wrench, Charlie Publication Date: 09/01/2008 Product Type: Harvard Business Review Article Abstract: Since the mid-1990s, management-metaphor boutique Serendipity Associates (SA) has been offering clients sizzling similes and snappy sound bites. But the head of SA, Barton Brady, gets word that someone is now poaching in his territory. It's the lowrent operation Tropes R Us, which has started offshoring production to Ireland and will soon flood the market with highquality, low-cost metaphors. Does this move confirm Brady's fear that the U.S. is losing its competitive edge in rightbrain work? Four experts comment on this fictional case study in R0809A and R0809Z. Daniel H. Pink, an author and consultant, says SA should move to higher ground--to find new ways to differentiate itself on the basis of rightbrain capabilities that will be difficult to offshore. Doing this, he writes, requires an education system that nurtures creativity. John Chuang, CEO of talent consulting firm Aquent, writes that Brady
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could rally U.S. citizens to protest the country's current immigration policy, which makes it difficult for companies to import top talent. Brady should also broaden the definition of SA's business. Richard Phelps, a human resource executive at PricewaterhouseCoopers, argues that contrary to the prevailing view of many in the West, workers in emerging economies are equal to the demands of creative work. SA should assemble the best right brains on the planet and either hire them or contract with them to represent the SA brand. Charlie Wrench, the CEO of brand and design consulting firm Landor Associates, advises Brady not to worry about his country--which Wrench believes will continue to attract a disproportionate share of the world's creative talent--but about his multinational clients, who need service providers to display a powerful combination of right-brain and left-brain skills. Subjects: NO SUBJECTS(KEYWORDS) Length: 10p R0809X Title: Don't Try This Offshore (HBR Case Study) Author(s): Brown, Stephen Publication Date: 09/01/2008 Product Type: Harvard Business Review Article Abstract: Since the mid-1990s, management-metaphor boutique Serendipity Associates (SA) has been offering clients sizzling similes and snappy sound bites. But the head of SA, Barton Brady, gets word that someone is now poaching in his territory. It's the lowrent operation Tropes R Us, which has started offshoring production to Ireland and will soon flood the market with highquality, low-cost metaphors. Does this move confirm Brady's fear that the U.S. is losing its competitive edge in rightbrain work? Four experts comment on this fictional case study in R0809A and R0809Z. Daniel H. Pink, an author and consultant, says SA should move to higher ground--to find new ways to differentiate itself on the basis of rightbrain capabilities that will be difficult to offshore. Doing this, he writes, requires an education system that nurtures creativity. John Chuang, CEO of talent consulting firm Aquent, writes that Brady could rally U.S. citizens to protest the country's current immigration policy, which makes it difficult for companies to import top talent. Brady should also broaden the definition of SA's business. Richard Phelps, a human resource executive at PricewaterhouseCoopers, argues that contrary to the prevailing view of many in the West, workers in emerging economies are equal to the demands of creative work. SA should assemble the best right brains on the planet and either hire them or contract with them to represent the SA brand. Charlie Wrench, the CEO of brand and design consulting firm Landor Associates, advises Brady not to worry about his country--which Wrench believes will continue to attract a disproportionate share of the world's creative talent--but about his multinational clients, who need service providers to display a powerful combination of right-brain and left-brain skills. May be used with: (R0809Z) Don't Try This Offshore (Commentary for HBR Case Study). Subjects: NO SUBJECTS(KEYWORDS) Length: 6p 588034 Title: Dorio Printing Co. Author(s): Cespedes, Frank V. Publication Date: 11/04/1987 Revision Date: 08/10/1989 Product Type: Case (Field) Abstract: Dorio Printing Co. is a $10.5 million, family-owned firm with static sales. Management is seeking methods of increasing sales profitability, and the vice president of the company must consider whether and how to increase the size of the sales force, redirect or redeploy the company's current sales efforts, and maximize the sales potential of a firm pursuing a high-quality/highcost marketing strategy in a market with limited potential. The case also demonstrates several different selling approaches. A rewritten version of an earlier case by B.P. Shapiro and W.P. Nelson. Geographic Setting: United States Industry Setting: Printing industry Company Size: small Gross Revenues: $10 million assets Subjects: Marketing implementation; Marketing management; Marketing organization; Printing; Sales management; Small business Length: 22p Supplementary Materials: Teaching Note, (591039), 12p, by Frank V. Cespedes 90505 Title: The Double Jeopardy of Sales Promotions Author(s): Jones, John Philip Publication Date: 09/01/1990 Product Type: Harvard Business Review Article Abstract: Many U.S. manufacturers, searching for growth in maturing consumer markets, have shifted their
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emphasis from advertising to sales promotions. But promotions actually mean price reductions. The loss of profits can be severe. Promotions bring volatile demand, whereas the producer seeks stable demand. Theme advertising that seeks to sustain a brand's image and build customer loyalty can actually help stabilize demand. Industry Setting: Advertising industry Subjects: Advertising; Advertising strategy; Consumer marketing; Sales promotions Length: 8p 500091 Title: DoubleClick Buys Abacus (A) Author(s): Deighton, John Publication Date: 04/26/2000 Revision Date: 06/11/2001 Product Type: Case (Field) Abstract: By acquiring Abacus, DoubleClick won the power to serve ads with unprecedented precision, because it brought together Web surfers' online and offline identities. Several competitors had developed advanced systems for serving ads on the web, but DoubleClick had the advantage of an early start and a large installed base of clients. When DoubleClick modified its privacy declaration to allow it to use the full potential of its combined database however, it became the focus of a privacy furor. Geographic Setting: United States Industry Setting: Advertising industry Gross Revenues: $400 million revenues Subjects: Advertising; Internet Length: 16p Supplementary Materials: Supplement (Field), (501085), 5p, by John Deighton 501085 Title: DoubleClick Buys Abacus (B) Author(s): Deighton, John Publication Date: 06/01/2001 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (500091) DoubleClick Buys Abacus (A). Industry Setting: Advertising industry Subjects: Advertising; Internet Length: 5p 508047 Title: Dove: Evolution of a Brand Author(s): Deighton, John Publication Date: 10/10/2007 Revision Date: 03/25/2008 Product Type: Case (Field) Abstract: Examines the evolution of Dove from functional brand to a brand with a point of view after Unilever designated it as a masterbrand, and expanded its portfolio to cover entries into a number of sectors beyond the
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original bath soap category. The development causes the brand team to take a fresh look at the cliches of the beauty industry. The result is the controversial Real Beauty campaign. As the campaign unfolds, Unilever learns to use the Internet, and particularly social network media like YouTube, to manage controversy. Geographic Setting: United States Industry Setting: Personal care products Gross Revenues: $50 billion revenues Event Year Start: 2007 Event Year End: 2007 Subjects: NO SUBJECTS(KEYWORDS) Length: 13p Supplementary Materials: Teaching Note, (5-508-109), 6p, by John Deighton; Case Video, DVD, (508704), 13 min, by John Deighton; Case Video, (5-508-705), 13 min, by John Deighton Year New: 2007 583165 Title: Downtown Indianapolis Rejuvenation Project Author(s): Salmon, Walter J.; Court, Alice M. Publication Date: 06/13/1983 Revision Date: 06/30/1986 Product Type: Case (Field) Abstract: Nature, magnitude and feasibility of redeveloping downtown Indianapolis as a major retail magnet. Geographic Setting: Indianapolis, IN Industry Setting: Retail industry Subjects: Retailing; Urban development Length: 35p CMR372 Title: The Drivers of Technology Licensing: An Industry Comparison Author(s): Lichtenthaler, Ulrich Publication Date: 08/01/2007 Product Type: CMR Article Publisher: California Management Review Abstract: In the past, most industrial firms focused on applying technology assets in their own products and services. Along with the trend towards open innovation, however, many firms have recently started to actively license out technology. These firms consider technology licensing a strategic activity, which may include all technology assets and which goes far beyond the marginal activity of commercializing residual technologies. The research collected for this article shows that the strategic drivers of technology licensing are often more important than generating licensing revenues. The strategic drivers strengthen the interdependencies between internally and externally commercializing technology. Product marketing and licensing are complements rather than substitutes in technology exploitation. Subjects: NO SUBJECTS(KEYWORDS) Length: 24p Year New: 2007 589072 Title: Dry Creek Vineyard Author(s): Goldberg, Ray A.; Hance, Chip Publication Date: 11/30/1988 Revision Date: 02/10/1989 Product Type: Case (Field) Abstract: Describes a small premium winery located in northern California trying to decide how to expand operations and in which direction. Documents the changes in the premium wine segment and asks how Dry Creek should respond. In particular, illustrates an agribusiness entrepreneur and shows the importance of marketing and risk management to his company. Geographic Setting: Northern California Industry Setting: Wine industry Company Size: small Gross Revenues: $5 million sales Subjects: Agribusiness; Beverages; Expansion; Marketing management; Risk management Length: 31p 576069 Title: Du Darfst (A) Author(s): Greyser, Stephen A.; Farris, Paul W. Publication Date: 10/14/1975 Product Type: Case (Field) Abstract: Selection of positioning and advertising appeals for a new line of lowcalorie food products. Geographic Setting: Germany Industry Setting: Food industry Company Size: large Gross Revenues: $1 billion sales Subjects: Advertising strategy; Food; Germany; Product positioning Length: 18p 576070 Title: Du Darfst (B) Author(s): Greyser, Stephen A.; Farris, Paul W. Publication Date: 10/14/1975 Revision Date: 07/19/1991 Product Type: Case (Field) Abstract: Reconsideration of advertising strategy and appeals after one year of test marketing a line of low-calorie food products. Geographic Setting: Germany Industry Setting: Food industry Company Size: large Gross Revenues: $1 billion sales Subjects: Advertising strategy; Food;
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99M005 Title: Du Pont Teflon: China Brand Strategy Author(s): Neupert, Kent E. Publication Date: 03/03/1999 Revision Date: 03/14/2000 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: By 1996, Du Pont had spent six years helping licensee manufacturers to develop the Chinese market for nonstick cookware. Although Du Pont Teflon brand coating held 80% of the nonstick market, the nonstick market overall represented 2% of the Chinese cookware market. Moreover, the amount of money spent on developing the nonstick market exceeded the revenue that Du Pont received in the Chinese market. If Du Pont decided to take a different role in the market, it faced many obstacles that required significant additional investment. It appeared that the Chinese market offered tremendous opportunity, but it would require new efforts, skills, distribution channels, and patience. Dupont's decision represented a move from being moderately involved in developing the Chinese nonstick cookware market to taking a very active leadership role in the market. Geographic Setting: China Industry Setting: Chemical industry Company Size: large Subjects: Brands; Chemicals; China; Household products; Product management Length: 13p Supplementary Materials: Teaching Note, (899M05), 9p, by Kent E. Neupert 593023 Title: Du Pont: Corporate Advertising for 1992 Author(s): Greyser, Stephen A.; Klein, Norman Publication Date: 12/28/1992 Product Type: Case (Field) Abstract: Describes Du Pont's 1992 corporate advertising campaign, and its objectives and key messages. The campaign is set in the context of Du Pont's historical corporate positioning ("better things for better living"). Includes target audiences, budget considerations, and the role of print and television advertising as well as events sponsorship. Also includes Du Pont's approach to evaluating its corporate advertising. Acquaints students with the objectives and detailed program specifics of corporate advertising campaigns, to examine the continuity of
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corporate image position of a major high-visibility diversified firm. Geographic Setting: United States Industry Setting: Chemical industry; Petroleum industry Company Size: Fortune 500 Subjects: Advertising; Chemicals; Management communication; Public relations Length: 6p 594012 Title: Duncan Department Stores Author(s): Salmon, Walter J.; Ortmeyer, Gwendolyn K. Publication Date: 07/14/1993 Revision Date: 09/30/1993 Product Type: Case (Field) Abstract: Describes a Midwestern department store chain facing increased price competition from both regional and national department store operators, as well as other retailers. The company's current pricing policies are often inconsistent and are usually instituted as a reaction to a competitor's sale price. At the time of the case, spring 1991, the company had approximately 50 stores in operation with sales of $450 million. Teaching Purpose: For the second year MBA Retailing course to discuss the issue of how a department store might transition from a combination of "Hi-Lo" and value-oriented pricing policy to a policy that is more acceptable to consumers, cohesive, and profitable. Geographic Setting: United States Industry Setting: Retail industry Company Size: mid-size Gross Revenues: $450 million revenues Subjects: Advertising strategy; Department stores; Pricing strategy; Retailing; Sales promotions Length: 36p Supplementary Materials: Teaching Note, (594041), 7p, by David E. Bell 580035 Title: Dunkin' Donuts (A): Company Background Author(s): Takeuchi, Hirotaka Publication Date: 06/01/1979 Revision Date: 04/01/1980 Product Type: Case (Field) Abstract: Describes the evolution of franchising in the United States, the competitive thrusts within the fast food business, and the history of Dunkin' Donuts. Presents a corporate strategy which provides a good starting point for discussion. May be used with: (580036) Dunkin' Donuts (B): Field Management; (580037) Dunkin' Donuts (C); (580038) Dunkin' Donuts (D): New Product Introduction. Geographic Setting: Massachusetts Industry Setting: Food industry; Retail industry Subjects: Competition; Corporate strategy; Fast food industry; Franchising; Retailing Length: 12p 580036 Title: Dunkin' Donuts (B): Field Management Author(s): Takeuchi, Hirotaka Publication Date: 10/01/1979 Revision Date: 05/01/1980 Product Type: Case (Field) Abstract: The district sales manager for Dunkin' Donuts must decide what to do with two sticky situations: 1) should he disenfranchise a poor-performance franchise owner or negotiate a buyout option; and 2) which of the two franchise owners should be awarded the right to open their second shop in Brookline? May be used with: (580035) Dunkin' Donuts (A): Company Background; (580037) Dunkin' Donuts (C); (580038) Dunkin' Donuts (D): New Product Introduction. Geographic Setting: Massachusetts Industry Setting: Food industry; Retail industry Subjects: Fast food industry; Franchising; Location of industry; Performance appraisal; Sales management Length: 18p Supplementary Materials: Teaching Note, (581009), 17p, by Hirotaka Takeuchi 580037 Title: Dunkin' Donuts (C) Author(s): Takeuchi, Hirotaka Publication Date: 06/01/1979 Revision Date: 01/30/1985 Product Type: Case (Field) Abstract: Top management of the company decided to embark on an aggressive expansion strategy. Of major concern to the company is whether it ought to grow through co-owned stores or through franchised outlets. The company must also decide whether to introduce a new product, and whether to continue with the network TV program. May be used with: (580035) Dunkin' Donuts (A): Company Background; (580036) Dunkin' Donuts (B): Field Management; (580038) Dunkin' Donuts (D): New Product Introduction. Geographic Setting: Massachusetts Industry Setting: Food industry; Retail industry Subjects: Corporate strategy; Fast food industry; Franchising; New product marketing; Retailing; Test markets Length: 20p Supplementary Materials: Teaching Note, (581010), 15p, by Hirotaka
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584041 Title: Dunkin' Donuts (C): Growth Strategy Author(s): Takeuchi, Hirotaka Publication Date: 09/22/1983 Revision Date: 12/17/1985 Product Type: Case (Field) Abstract: Dunkin' Donuts franchises and operates retail donut shops for takehome and in-shop consumption. Looks at three growth alternatives: 1) More shops (owned or franchised); 2) A broader product line; and 3) More advertising. Raises important issues related to franchise relations. A merger of Dunkin' Donuts (A) and (B). Geographic Setting: Massachusetts Industry Setting: Doughnut Company Size: mid-size Gross Revenues: $250 million sales Subjects: Communication strategy; Distribution channels; Distribution planning; Franchising; Marketing strategy; Product lines Length: 17p Supplementary Materials: Teaching Note, (584126), 14p, by Benson P. Shapiro 580038 Title: Dunkin' Donuts (D): New Product Introduction Author(s): Takeuchi, Hirotaka Publication Date: 10/01/1979 Revision Date: 04/01/1980 Product Type: Case (Field) Abstract: The decision facing Dunkin Donuts' management is whether to introduce muffins, a product extension to donuts. Students must derive the decision through careful analysis of competition, consumer behavior, and test marketing results. The question is whether to introduce the new product in light of cannibalization of their main business in donuts. May be used with: (580035) Dunkin' Donuts (A): Company Background; (580036) Dunkin' Donuts (B): Field Management; (580037) Dunkin' Donuts (C). Geographic Setting: Massachusetts Industry Setting: Food industry; Retail industry Subjects: Advertising strategy; Fast food industry; Franchising; Growth strategy; New product marketing; Retailing Length: 22p 502S38 Title: Dunkin' Donuts (E): 1988 Distribution Strategies, Spanish Version Author(s): Kaufmann, Patrick J. Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Dunkin' Donuts is exploring
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various methods of increasing distribution. Possibilities involving new outlets include area development contracts, subfranchising, regional rollout strategies, and an increase in company owned stores. Possibilities focusing on existing shops include sales of branded products through convenience stores and satellite (nonproducing) retail outlets. The case provides consumer data and detailed information about regional differences, franchise relations, and shop operations. Raises issues relating to both strategy formulation and implementation in a franchise system and requires the student to analyze the interaction between the structure and management of a franchise system, and how they both relate to the market. Geographic Setting: United States Industry Setting: Fast food industry Company Size: large Gross Revenues: $728 million sales Subjects: Consumer marketing; Distribution planning; Fast food industry; Franchising; Marketing management; Retailing; Services Length: 16p 589017 Title: Dunkin' Donuts (E): 1988 Distribution Strategies Author(s): Kaufmann, Patrick J. Publication Date: 08/24/1988 Revision Date: 12/13/2000 Product Type: Case (Field) Abstract: Dunkin' Donuts is exploring various methods of increasing distribution. Possibilities involving new outlets include area development contracts, subfranchising, regional rollout strategies, and an increase in company owned stores. Possibilities focusing on existing shops include sales of branded products through convenience stores and satellite (nonproducing) retail outlets. The case provides consumer data and detailed information about regional differences, franchise relations, and shop operations. Raises issues relating to both strategy formulation and implementation in a franchise system and requires the student to analyze the interaction between the structure and management of a franchise system, and how they both relate to the market. Geographic Setting: United States Industry Setting: Fast food industry Company Size: large Gross Revenues: $728 million sales Subjects: Consumer marketing; Distribution planning; Fast food industry; Franchising; Marketing management; Retailing; Services Length: 16p Supplementary Materials: Teaching Note, (589097), 24p, by Patrick J. Kaufmann; Teaching Note, (592024), 8p, by Walter J. Salmon, David Wylie IMD050 Title: Dupont (A): Understanding the Customer's Activity Cycle Author(s): Vandermerwe, Sandra; Taishoff, Marika Publication Date: 01/01/1993 Revision Date: 03/06/2003 Product Type: Case (Field) Publisher: IMD - International Institute for Management Development Abstract: For Jim Carr, marketing manager, Europe, for DuPont's Carpet Fibre Division, there was no alternative: to maintain its European preeminence, the company would have to create a whole new way of dealing with customers. One of the issues that would have to be resolved was who, in fact, was the customer: the mills that purchased the fiber and manufactured it into carpets or the commercial and residential end users? For Carr, the mills were a vital link in the overall industry chain, but unless somebody took the lead in truly meeting the needs of the end user, the entire chain would be weakened. And the problems were formidable--most notably the fact that customers detested having to buy carpets. DuPont would take the lead in designing services applicable throughout the distribution channel, from the mills to wholesalers, retailers, and end users, to enhance the customer's entire carpet buying experience. May be used with: (IMD051) Dupont (B): Alliances for Total Gain. Geographic Setting: Europe Industry Setting: Carpet & rug industry Company Size: large Subjects: Customer relations; Customer service; Distribution channels; Europe; Service management Length: 16p Supplementary Materials: Teaching Note, (IMD052), 13p, by Sandra Vandermerwe NEW IMD051 Title: Dupont (B): Alliances for Total Gain Author(s): Vandermerwe, Sandra; Taishoff, Marika Publication Date: 01/01/1993 Revision Date: 03/06/2003 Product Type: Case (Field) Publisher: IMD - International Institute for Management Development Abstract: Now that DuPont had successfully designed and delivered the kinds of services that would enhance the customer's carpet buying experience, Jim Carr, marketing manager, Europe,
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for DuPont's Fibre Division, had a new challenge: how to reassess the links within the entire carpet distribution channel? The relationships within this chain, like those in many other industry chains, had been largely adversarial; each member out to strengthen its part of the whole, even if this meant endangering the integrity of the whole. DuPont would now take the lead in ensuring that end users' needs were being met by all in the channel, no matter how far removed. And DuPont, although the farthest removed, also had the most to lose if things went wrong; the company annually invested hundreds of millions of Swiss Francs in fiber R&D, but unless these efforts were shared by others in the chain, they would fall flat. Carr thus launched a system of customer alliances for total gain. Who would these customers be? What were the selection criteria? How would they make them cost effective? How would they change people's attitudes and behaviors? were top on Carr's agenda. May be used with: (IMD150) ATP Private Equity Partners (C): The Scandinavian Sweetspot Strategy. Geographic Setting: Europe Industry Setting: Carpet & rug industry Company Size: large Subjects: Customer relations; Customer service; Distribution channels; Europe; Service management Length: 9p Supplementary Materials: Teaching Note, (IMD052), 13p, by Sandra Vandermerwe NEW R00410 Title: E-Loyalty: Your Secret Weapon on the Web Author(s): Reichheld, Frederick F.; Schefter, Phil Publication Date: 07/01/2000 Product Type: Harvard Business Review Article Abstract: In the rush to build Internet businesses, many executives mistakenly concentrate all their attention on attracting customers rather than retaining them. But chief executives at the cutting edge of e-commerce--from eBay's Meg Whitman to Vanguard's Jack Brennan--know that customer loyalty is an economic necessity: acquiring customers on the Internet is very expensive, and unless customers stick around and make lots of repeat purchases, profits will remain elusive. For the past two years, the authors have studied e-loyalty. Contrary to the popular perception that on-line customers are fickle by nature, they found that most of today's on-line consumers exhibit a clear proclivity toward loyalty, and Web
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technologies, if used correctly, reinforce that inherent loyalty. In this article, the authors explain the enormous advantages of retaining on-line buyers. They also describe what Grainger, Dell, America Online, and other Internet leaders are doing to gain their customers' trust and earn their loyalty. By encouraging repeat purchases among a core of profitable customers, companies can initiate a spiral of economic advantages. This loyalty effect enables them to compensate their employees more generously, provide investors with superior cash flows, and reinvest more aggressively to further enhance the value delivered to customers. Subjects: Customer retention; Customer service; Information technology; Internet; Marketing strategy; World Wide Web Length: 9p BESTSELLER 5181 Title: E-Loyalty: Your Secret Weapon on the Web (HBR OnPoint Enhanced Edition) Author(s): Reichheld, Frederick F.; Schefter, Phil Publication Date: 10/01/2000 Product Type: HBR OnPoint Article Abstract: In the rush to build Internet businesses, many executives mistakenly concentrate all their attention on attracting customers rather than retaining them. But chief executives at the cutting edge of e-commerce--from eBay's Meg Whitman to Vanguard's Jack Brennan--know that customer loyalty is an economic necessity: acquiring customers on the Internet is very expensive, and unless customers stick around and make lots of repeat purchases, profits will remain elusive. For the past two years, the authors have studied e-loyalty. Contrary to the popular perception that on-line customers are fickle by nature, they found that most of today's on-line consumers exhibit a clear proclivity toward loyalty, and Web technologies, if used correctly, reinforce that inherent loyalty. In this article, the authors explain the enormous advantages of retaining on-line buyers. They also describe what Grainger, Dell, America Online, and other Internet leaders are doing to gain their customers' trust and earn their loyalty. By encouraging repeat purchases among a core of profitable customers, companies can initiate a spiral of economic advantages. This loyalty effect enables them to compensate their employees more generously, provide investors with superior cash flows, and reinvest more aggressively to further enhance the value delivered to customers. Subjects: Customer retention; Customer service; Information technology; Internet; Marketing strategy; World Wide Web Length: 13p List Price: $6.50 558003 Title: E.I. du Pont de Nemours & Co. (B) Author(s): Corey, E. Raymond Publication Date: 06/01/1958 Revision Date: 11/16/1989 Product Type: Case (Field) Abstract: Changes in the marketing organization of the textile fibers department. Industry Setting: Textile industry Company Size: large Event Year Start: 1957 Event Year End: 1957 Subjects: Marketing organization; Marketing strategy; Organizational change; Sales organization; Textiles Length: 14p 583121 Title: E.T. Phone Home, Inc.: Forecasting Business Demand Author(s): Cady, John F.; Cespedes, Frank V. Publication Date: 01/05/1983 Revision Date: 09/09/1983 Product Type: Case (Library) Abstract: Describes a process for forecasting market demand for an emerging technology--cellular radio. The student must critically evaluate the demand model and the market estimates, and modify them as appropriate in order to develop a marketing plan and budget. Geographic Setting: United States Industry Setting: Telecommunications industry Company Size: small Gross Revenues: $10 million sales Subjects: Communications equipment; Demand analysis; Forecasting; Market entry; Marketing planning; Marketing strategy; Telecommunications Length: 23p Supplementary Materials: Teaching Note, (584084), 11p, by John F. Cady 599055 Title: ECM Group: Improving Global Marketing Productivity Author(s): Arnold, David J. Publication Date: 09/24/1998 Revision Date: 04/24/2002 Product Type: Case (Field) Abstract: Associated Foods is considering a proposed program barter deal submitted by media consultancy ECM, along with other proposals to improve marketing expenditure
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productivity. This case allows calculation of the quantitative as well as the qualitative issues. May be used with: (594030) European Communication Management Ltd. Geographic Setting: Global Industry Setting: Media; Advertising industry Number of Employees: 50 Gross Revenues: $10 million revenues Subjects: Advertising; Advertising media; International marketing Length: 20p HKU644 Title: EDB and Friends: Reviving a Mature Brand through Interactive Online Marketing Author(s): Park, Monica; Hung, Kineta Publication Date: 02/13/2007 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: In Hong Kong in 2001, a leading eye drop brand's position was threatened. Although it was a top selling brand (from here on referred to as EDB), overall eye drop usage was declining and the entire category was shrinking. Furthermore, customers showed no particular brand preference and price alone determined sales. To better understand the situation, the company surveyed EDB's target customers and discovered that its brand image was outdated and that its core users had aged with the brand. Thus, in order to sustain a long-term customer base, EDB needed to realign with its target audience and reposition the brand. The company hired Beyond Interactive to help them face these challenges. The Beyond team came up with a one-to-one interactive online campaign, EDB and Friends, aimed at achieving three objectives: reposition the brand towards a younger audience, rejuvenate the brand image, and establish brand preference. With its games, its likable virtual personality, and relevant content, EDB and Friends helped the company achieve its objectives and the awardwinning campaign was a commercial success. Introduces and illustrates the following concepts: one-to-one marketing, brand revitalization, and repositioning. Provides a best-practice example of a creative online marketing campaign. Geographic Setting: Hong Kong Industry Setting: Consumer products Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Supplementary Materials: Teaching Note, (HKU645), 5p, by Monica Park, Kineta Hung Year New: 2007
Marketing
508044 Title: EFI, Inc. (A) Author(s): Godes, David; Barley, Lauren Publication Date: 02/06/2008 Product Type: Case Abstract: EFI has a unique sales compensation challenge. They cannot allocate sales credit for their core product to individual salespeople. So, they've historically paid the sales force as a team. This has worked out fine, since they've been a near-monopoly seller of a single product category. However, this has changed. Not only are they facing new competition in their core product bu they also have diversified into other products that allow them to identify sales by salesperson. Should they pay people individually on these newer products while maintaining the team-pay approach on the core? If so, it would raise a potential problem with shirking on the core product. However, not doing so would perhaps limit the sales of the new products. The case allows for a deep discussion of the bases for variable compensation in sales, including observability of effort and outcome, risk aversion, team vs. individual pay and the marginal impact of effort. The context is also an interesting and important one for sales management: OEM sales. Number of Employees: 1,700 Gross Revenues: $500 million Subjects: NO SUBJECTS(KEYWORDS) Length: 21p Supplementary Materials: Supplement (Field), (9-508-045), 2p, by David Godes, Lauren Barley; Supplement (Library), (508046), 5p, by David Godes, Lauren Barley; Teaching Note, (508084), 16p, by David Godes Year New: 2008 9-508-045 Title: EFI, Inc. (B) Author(s): Godes, David; Barley, Lauren Publication Date: 02/06/2008 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Year New: 2008 508046 Title: EFI, Inc. (C) Author(s): Godes, David; Barley, Lauren Publication Date: 02/06/2008 Product Type: Supplement (Library) Abstract: An abstract is not available for this product. Must be used with: (508044) EFI, Inc. (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Supplementary Materials: Teaching Note, (508084), 16p, by David Godes Year New: 2008 597029 Title: EMDICO (A) Author(s): Quelch, John A.; Fujikawa, Yoshinori Publication Date: 09/25/1996 Revision Date: 03/23/1999 Product Type: Case (Field) Abstract: The general manager of Fuji Film's Saudi distributorship must decide on a relaunch strategy for Fuji film and cameras in Saudi Arabia. Geographic Setting: Saudi Arabia Industry Setting: Photographic equipment & supplies Number of Employees: 80 Subjects: International marketing; Middle East; Product introduction Length: 17p Supplementary Materials: Supplement (Field), (597030), 5p, by John A. Quelch, Yoshinori Fujikawa; Teaching Note, (598098), 8p, by John A. Quelch, Yoshinori Fujikawa 597030 Title: EMDICO (B) Author(s): Quelch, John A.; Fujikawa, Yoshinori Publication Date: 09/25/1996 Revision Date: 03/15/1999 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (597029) EMDICO (A). Geographic Setting: Middle East Subjects: International marketing; Middle East; Product introduction Length: 5p Supplementary Materials: Teaching Note, (598098), 8p, by John A. Quelch, Yoshinori Fujikawa 503075 Title: ENSR International Author(s): Godes, David B. Publication Date: 02/27/2003 Revision Date: 05/27/2004 Product Type: Case (Field) Abstract: What is the best way to "sell" consulting services? Should the firm focus on key accounts? Should it have dedicated salespeople? How should the firm account for "selling" activities in its compensation plan? ENSR is an environmental consulting firm located in Westford, MA. It consults on a variety of topics, such as air and water qualit, wildlife resource management, and workplace safety. As a result, its 1,000 consultants are drawn from very diverse backgrounds. The firm's top
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management seeks to deliver sales and utilization growth from this complex organization. The question is how should they do it? Geographic Setting: United States Industry Setting: Consulting Number of Employees: 1,000 Gross Revenues: $210 million revenues Subjects: Consulting; Professional services; Sales management; Sales organization; Sales strategy; Service management Length: 24p Supplementary Materials: Teaching Note, (503094), 17p, by David B. Godes NEW M286 Title: ETrade Securities, Inc. Author(s): Lal, Rajiv; Glew, Chuck; Lotke, Mark; Palumbo, Mario; Schwartz, Marc Publication Date: 07/01/1996 Product Type: Case (Field) Publisher: Stanford University Abstract: ETrade pioneered the electronic deep-discount brokerage business and experienced phenomenal growth by making extensive use of technology to achieve significant cost advantages over traditional firms. ETrade's strategy has been to pass these cost savings from automation on to its customers as it amortized its fixed costs over a greater number of accounts. By 1996, a flood of new competitors are establishing Internet sites and ETrade has been dethroned as the price leader. While some executives within ETrade believe they should continue to lower prices and go head-to-head with eBroker, others believe the company faces a larger challenge from Charles Schwab's entry into the market. Defending against Schwab would require focusing resources on enhancing its product/service offering, which might jeopardize ETrade's low-cost position. ETrade must decide where it can create a profitable and sustainable position along the price/quality (service) trade-off. Geographic Setting: Palo Alto, CA Industry Setting: Securities & investing Gross Revenues: $22 million revenues (1995) Subjects: Competition; Customer relations; Customer service; Data processing; Financial services; New product marketing; Non-store retailing Length: 16p R0606F Title: Eager Sellers and Stony Buyers: Understanding the Psychology of NewProduct Adoption Author(s): Gourville, John T. Publication Date: 06/01/2006
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Product Type: Harvard Business Review Article Abstract: Companies that introduce new innovations are the most likely to flourish, so they spend billions of dollars making better products. But studies show that new innovations fail at a staggering rate. While many blame these misses on lackluster products, the reality isn't so simple. The goods that consumers dismiss often do offer improvements over existing ones. So why don't people purchase them? And why do companies keep peddling products that buyers are likely to reject? The answer, says the author, can be found in the brain. New products force consumers to change their behavior, and that has a psychological cost. Many products fail because people irrationally overvalue the benefits of the goods they own over those they don't possess. Executives, meanwhile, overvalue their own innovations. This leads to a serious clash. Studies show, in fact, that there is a mismatch of nine to one between what innovators think consumers want and what consumers truly desire. Fortunately, companies can overcome this disconnect. To start, they can determine where their products fall in a matrix with four categories: easy sells, sure failures, long hauls, and smash hits. Each has a different ratio of product improvement to change required from the consumer. Once businesses know where their products fit into this grid, they can manage the resistance to change. For some innovations, major behavior change is a given. In those cases, companies can either wait for consumers to warm to the product, make the improvement so great that buyers get past their apprehension, or try to eliminate the incumbent product. Firms can also make products that are compatible with incumbent goods, seeking out those who are not yet users of the existing product or finding true believers. Geographic Setting: Burlington, VT; Canada; United States Industry Setting: Automotive industry Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2006 4516 Title: Eager Sellers and Stony Buyers: Understanding the Psychology of NewProduct Adoption (HBR OnPoint Enhanced Edition) Author(s): Gourville, John T. Publication Date: 06/01/2006 Product Type: HBR OnPoint Article Abstract: Companies that introduce new innovations are the most likely to flourish, so they spend billions of dollars making better products. But studies show that new innovations fail at a staggering rate. While many blame these misses on lackluster products, the reality isn't so simple. The goods that consumers dismiss often do offer improvements over existing ones. So why don't people purchase them? And why do companies keep peddling products that buyers are likely to reject? The answer, says the author, can be found in the brain. New products force consumers to change their behavior, and that has a psychological cost. Many products fail because people irrationally overvalue the benefits of the goods they own over those they don't possess. Executives, meanwhile, overvalue their own innovations. This leads to a serious clash. Studies show, in fact, that there is a mismatch of nine to one between what innovators think consumers want and what consumers truly desire. Fortunately, companies can overcome this disconnect. To start, they can determine where their products fall in a matrix with four categories: easy sells, sure failures, long hauls, and smash hits. Each has a different ratio of product improvement to change required from the consumer. Once businesses know where their products fit into this grid, they can manage the resistance to change. For some innovations, major behavior change is a given. In those cases, companies can either wait for consumers to warm to the product, make the improvement so great that buyers get past their apprehension, or try to eliminate the incumbent product. Firms can also make products that are compatible with incumbent goods, seeking out those who are not yet users of the existing product or finding true believers. Subjects: NO SUBJECTS(KEYWORDS) Length: 11p List Price: $6.50 Year New: 2006 591044 Title: Eastern Airlines: The "Fight Back" Campaign Author(s): Greyser, Stephen A.; Klein, Norman Publication Date: 11/01/1990 Product Type: Case (Library) Abstract: Eastern executives have been confronted with a series of safety-related criticisms, leading to a FAA-DOT investigation. In the wake of extensive media coverage, Eastern undertakes a series of long-copy messages to try to overcome negative publicity and reestablish a positive image. Students are encouraged to examine and assess the
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content and presentation in Eastern's campaign. Geographic Setting: United States Industry Setting: Airline industry Company Size: large Subjects: Advertising; Airlines; Management communication; Public relations Length: 15p 904A30 Title: Eastern Bank Ltd. (A) Author(s): Deutscher, Terry H.; Islam, Kaiser Publication Date: 10/13/2005 Revision Date: 11/01/2007 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Eastern Bank Ltd. has taken over the Bangladesh operations of the Bank of Credit and Commerce International after its collapse. The new CEO of Eastern Bank must decide which corporate banking clients to target, how to develop and position the Eastern Bank brand, which products to emphasize and in what price structure, and whether to centralize or decentralize the bank's operations. Geographic Setting: Bangladesh Industry Setting: Banking industry Subjects: Banking; Brand management; Consumer marketing; Decision making; Market segmentation; Marketing strategy; Operations management Length: 19p Supplementary Materials: Supplement (Field), (904A31), 3p, by Terry H. Deutscher, Kaiser Islam Year New: 2005 904A31 Title: Eastern Bank Ltd. (B) Author(s): Deutscher, Terry H.; Islam, Kaiser Publication Date: 10/13/2005 Revision Date: 01/31/2005 Product Type: Supplement (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Supplements the (A) case. Must be used with: (904A30) Eastern Bank Ltd. (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2005 599106 Title: Eastman Kodak Co. Author(s): Dolan, Robert J. Publication Date: 03/02/1999 Product Type: Case (Library) Abstract: Eastman Kodak has suffered significant declines in film market share at the hands of lower-priced branded producers and private label products.
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The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals. A rewritten version of an earlier case. Geographic Setting: United States Industry Setting: Photographic equipment & supplies Company Size: Fortune 500 Gross Revenues: $20 billion revenues Subjects: Brands; Consumer goods; Market segmentation; Marketing management; Pricing strategy; Product lines Length: 6p Year New: 2005 502S03 Title: Eastman Kodak Co.: Funtime Film, Spanish Version Author(s): Dolan, Robert J. Publication Date: 02/25/1994 Revision Date: 05/08/1995 Product Type: LACC Case Abstract: Eastman Kodak has suffered significant declines in film market share at the hands of lower priced branded producers and private-label products. The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals. Geographic Setting: United States Industry Setting: Photographic equipment & supplies Company Size: Fortune 500 Gross Revenues: $20 billion revenues Subjects: Brands; Consumer goods; Market segmentation; Marketing management; Pricing strategy; Product lines Length: 6p 594111 Title: Eastman Kodak Co.: Funtime Film Author(s): Dolan, Robert J. Publication Date: 02/25/1994 Revision Date: 05/08/1995 Product Type: Case (Library) Abstract: Eastman Kodak has suffered significant declines in film market share at the hands of lower priced branded producers and private label products. The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals. Geographic Setting: United States Industry Setting: Photographic equipment & supplies Company Size: Fortune 500 Gross Revenues: $20 billion revenues Subjects: Brands; Consumer goods; Market segmentation; Marketing management; Pricing strategy; Product lines Length: 5p Supplementary Materials: Teaching Note, (597080), 17p, by Robert J. Dolan BESTSELLER 500034 Title: Eddie Bauer, Inc. Author(s): Bell, David E.; Leamon, Ann Publication Date: 10/08/1999 Revision Date: 09/06/2005 Product Type: Case (Field) Abstract: Eddie Bauer has decided to coordinate its merchandising strategy (price, selection) across its stores and catalog. But with e-commerce, is this still sensible? Geographic Setting: Washington Industry Setting: Apparel industry Gross Revenues: $1.5 billion revenues Subjects: Brands; Clothing; Electronic commerce; Merchandising; Retailing Length: 16p Supplementary Materials: Teaching Note, (500077), 8p, by David E. Bell KEL095 Title: Educational Technology Corp.: Crossing the Chasm Author(s): Sawhney, Mohanbir Publication Date: 12/01/2004 Product Type: Case (Field) Abstract: Todd Wilson, manager of partner development at Educational Technology Corp., needed to determine the targeting, positioning, and selling strategy for its innovative Interactive Mathematics software for the college market. This required determining what types of colleges to target and which stakeholders to focus on within institutions. His task was complicated by the unclear objectives of nonprofit institutions and the differing motivations of teachers, students, and college administrators in adopting softwarebased learning technology. Highlights the difficulties in innovation adoption within large nonprofit institutions and the challenges in marketing to institutions with complex decision-making processes, multiple influencers, and conflicting motivations. Geographic Setting: United States Industry Setting: Education industry; Higher education; Software industry Subjects: NO SUBJECTS(KEYWORDS) Length: 24p Year New: 2006 9-503-P01 Title: Egghead to Egghead.com (A), Portuguese Version Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 08/21/2002 Product Type: LACC Case Abstract: Over the course of 12 months in 1997 and 1998, Egghead senior management decided to shut down its 180 brick-and-mortar retail stores and
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move to an electronic store. The case describes the evolution of that process, and the role of its CEO, George Orban, and poses questions on the company's future viability. Geographic Setting: United States Industry Setting: E-commerce Number of Employees: 300 Gross Revenues: $150 million revenues Subjects: Computer industry; Distribution channels; Electronic commerce; Management of change; Retailing Length: 25p 599093 Title: Egghead to Egghead.com (A) Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 02/08/1999 Revision Date: 03/15/2001 Product Type: Case (Field) Abstract: Over the course of 12 months in 1997 and 1998, Egghead senior management decided to shut down its 180 brick-and-mortar retail stores and move to an electronic store. The case describes the evolution of that process, and the role of its CEO George Orban, and poses questions on the company's future viability. Geographic Setting: United States Industry Setting: E-commerce Number of Employees: 300 Gross Revenues: $150 million revenues Subjects: Computer industry; Distribution channels; Electronic commerce; Management of change; Retailing Length: 24p Supplementary Materials: Supplement (Library), (500099), 6p, by V. Kasturi Rangan, Marie Bell; Teaching Note, (500100), 9p, by V. Kasturi Rangan 500099 Title: Egghead to Egghead.com (B) Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 05/11/2000 Revision Date: 06/16/2000 Product Type: Supplement (Library) Abstract: Supplements the (A) case. Must be used with: (599093) Egghead to Egghead.com (A). Industry Setting: Computer industry; Retail industry Subjects: Computer industry; Distribution channels; Electronic commerce; Management of change; Retailing Length: 6p Supplementary Materials: Teaching Note, (500100), 9p, by V. Kasturi Rangan
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503P02 Title: Egghead to Egghead.com (B), Portuguese Version Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 08/21/2002 Product Type: LACC Supplement Abstract: Supplements the (A) case. Must be used with: (9-503-P01) Egghead to Egghead.com (A), Portuguese Version. Industry Setting: Computer industry; Retail industry Subjects: Computer industry; Distribution channels; Electronic commerce; Management of change; Retailing Length: 6p 95A012 Title: Electrohome (A): Projection Systems Division Author(s): Ryans, Adrian B.; Vandenbosch, Mark; Miller, Neil Publication Date: 01/01/1995 Revision Date: 12/11/2000 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The management team at Electrohome's Projection Systems Division must decide what to do in response to a surprise new product introduction by Sony Projection Systems. The new product threatens Electrohome's position at the high end of the market. This case focuses on competitive analysis as three players from three differnet regions of the world vie for profitable positions in the industrial projection systems market. Geographic Setting: Canada Industry Setting: Electronic instruments & controls Company Size: mid-size Subjects: Canada; Competition; Industrial markets; Marketing planning; Marketing strategy Length: 17p Supplementary Materials: Supplement (Field), (95A013), 11p, by Adrian B. Ryans, Mark Vandenbosch, Neil Miller; Supplement (Field), (95A014), 2p, by Adrian B. Ryans, Mark Vandenbosch, Neil Miller; Teaching Note, (895A12), 23p, by Mark Vandenbosch 95A013 Title: Electrohome (B): The Phoenix Project Author(s): Ryans, Adrian B.; Vandenbosch, Mark; Miller, Neil Publication Date: 01/01/1995 Revision Date: 11/01/1999 Product Type: Supplement (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Supplements the (A) case. Must be used with: (95A012) Electrohome (A): Projection Systems Division. Geographic Setting: Canada Subjects: Canada; Competition; Industrial markets; Marketing planning; Marketing strategy Length: 11p Supplementary Materials: Teaching Note, (895A12), 23p, by Mark Vandenbosch 95A014 Title: Electrohome (C): The Marquee Launch Author(s): Ryans, Adrian B.; Vandenbosch, Mark; Miller, Neil Publication Date: 01/01/1995 Revision Date: 11/08/1995 Product Type: Supplement (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Supplements the (A) case. Must be used with: (95A012) Electrohome (A): Projection Systems Division. Geographic Setting: Canada Subjects: Canada; Competition; Industrial markets; Marketing planning; Marketing strategy Length: 2p Supplementary Materials: Teaching Note, (895A12), 23p, by Mark Vandenbosch 503008 Title: Electronic Arts Introduces The Sims Online Author(s): Moon, Youngme Publication Date: 08/23/2002 Revision Date: 08/26/2003 Product Type: Case (Field) Abstract: Electronic Arts (EA), the world's largest independent game publisher, is preparing to launch an online, subscription-based version of the most popular PC game in history: The Sims. The new game is called "The Sims Online" and it differs from the original game in two key respects: the gaming experience and the payment structure. In this context, EA managers must finalize several decisions that they believe are fundamental to the game's success, including target market selection and pricing/payment structure. Geographic Setting: California Industry Setting: Videogame Number of Employees: 1,000 Gross Revenues: $1.7 billion revenues Subjects: Consumer marketing; Customer retention; Distribution; Market selection; Pricing; Product management Length: 32p Supplementary Materials: Teaching Note, (504044), 25p, by Youngme Moon NEW
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504S01 Title: Electronic Arts Introduces The Sims Online, Spanish Version Author(s): Moon, Youngme Publication Date: 08/23/2002 Revision Date: 01/14/2003 Product Type: LACC Case Abstract: Electronic Arts (EA), the world's largest independent game publisher, is preparing to launch an online, subscription-based version of the most popular PC game in history: The Sims. The new game is called "The Sims Online" and it differs from the original game in two key respects: the gaming experience and the payment structure. In this context, EA managers must finalize several decisions that they believe are fundamental to the game's success, including target market selection and pricing/payment structure. Teaching Purpose: Designed to be taught at both a tactical and strategic level. At the tactical level, students explore the role of the target market in the process of diffusion as well as the implications of flat pricing vs. subscription-based pricing. At the strategic level, students examine an example of product management in an industry in which customer tastes are unpredictable and fickle. Geographic Setting: California Industry Setting: Videogame Number of Employees: 1,000 Gross Revenues: $1.7 billion revenues Subjects: Consumer marketing; Customer retention; Distribution; Market selection; Pricing; Product management Length: 33p 507044 Title: Eli Lilly: Developing Cymbalta Author(s): Ofek, Elie Publication Date: 11/27/2006 Revision Date: 07/30/2008 Product Type: Case (Field) Abstract: Anticipating the expiration of its Prozac patent, Eli Lilly has to make tough decisions regarding the development of its next-generation antidepressant drug. In particular, the company needs to decide whether to first establish that once-a-day dosing for Cymbalta (Duloxetine) is effective in treating major depressive disorder and only after launch get FDA approval for treating painful physical symptoms, or to first establish efficacy in treating pain and later get FDA approval for once-aday dosing. The decision needs to take into account how Cymbalta can be differentiated in the marketplace vis-a-vis other antidepressants and the marketing challenges to getting adoption that the new drug will face. Lilly's new antidepressant team making this decision has several market research
Marketing
inputs on physicians and patients at its disposal. Geographic Setting: United States Industry Setting: Pharmaceutical industry Number of Employees: 40,000 Gross Revenues: $10.8 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 28p Supplementary Materials: Teaching Note, (508061), 23p, by Elie Ofek Year New: 2006 KEL014 Title: Eli Lilly: Xigris (A) Author(s): Calkins, Timothy; White, Karen Publication Date: 01/01/2004 Revision Date: 11/02/2004 Product Type: Case (Pub Mat) Format: Windows Abstract: Examines the launch of Xigris, a breakthrough new pharmaceutical product for the treatment of sepsis. The newly appointed head of marketing for Xigris is reviewing the launch plan. Geographic Setting: United States Industry Setting: Pharmaceutical industry Gross Revenues: $10.9 billion revenues (2000) Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Supplementary Materials: Teaching Note, (KEL016), 7p, by Timothy Calkins; Supplement (Pub Mat), (KEL015), 2p, by Timothy Calkins, Karen White Year New: 2005 KEL015 Title: Eli Lilly: Xigris (B) Author(s): Calkins, Timothy; White, Karen Publication Date: 01/01/2004 Revision Date: 08/16/2005 Product Type: Supplement (Pub Mat) Abstract: An abstract is not available for this product. Must be used with: (KEL014) Eli Lilly: Xigris (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Supplementary Materials: Teaching Note, (KEL016), 7p, by Timothy Calkins Year New: 2005 582096 Title: Ellery Corp. (A) Author(s): Corey, E. Raymond Publication Date: 01/26/1982 Product Type: Case (Field) Abstract: Concerns the sales program for the low voltage switch gear department of a company that manufactures electrical products for consumer, industrial, and military markets. Industry Setting: Electric power Company Size: large Subjects: Antitrust laws; Electric industries; Market structure; Pricing; Product planning & policy Length: 23p F0610D Title: Embrace the Dark Side Author(s): Fanuele, Michael J. Publication Date: 10/01/2006 Product Type: Harvard Business Review Article Abstract: Consumers these days prefer authenticity to purity, so brands should capitalize on their flaws, or "shadow" attributes. Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2006 587018 Title: Emergence of the Electronic InHome Shopping Industry Author(s): Albion, Mark S.; Salmon, Walter J. Publication Date: 06/15/1987 Revision Date: 01/01/1988 Product Type: Note Abstract: Describes the different types of electronic in-home shopping retailers, particularly home video shopping ventures, such as Home Shopping Network. The objective is to analyze the form of distribution and shopping behavior to predict the future of this type of shopping and its impact on consumer goods retailers. In addition, new technologies are described for interactive, consumer-controlled, information retrieval via cable TV. Industry Setting: Retail industry; Telecommunications industry Subjects: Consumer behavior; Distribution channels; Retailing; Technological change; Telecommunications Length: 19p SMR129 Title: The Emerging Era of Customer Advocacy Author(s): Urban, Glen L. Publication Date: 12/01/2004 Product Type: SMR Article Abstract: For decades, companies relied on push marketing to sell their products and services. Then, in the 1990s, the emphasis shifted to relationship marketing, as slogans such as "delight your customers" became the mantra of many marketers. But those tactics have been losing their effectiveness, particularly as the power of customers continues to grow. Thanks
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to digital technologies like the Internet, today's increasingly educated consumers expect companies to do more than just delight them. In response, innovative companies are now trying a different approach: They are providing customers with open, honest, and complete information, and then finding the best products for them--even if those offerings are from competitors. In short, they are truly representing their customers' best interests, essentially becoming advocates for them. The strategy is this: If a company advocates for its customers, they will reciprocate with their trust, loyalty, and purchases-either now or in the future. The firm might then command higher prices for its products and services, as many customers will be willing to pay for the extra value. And when people trust a company, they will often tell others about it, helping to reduce the organization's costs for acquiring new customers. Subjects: Customer relations; Innovation; Loyalty; Marketing strategy; Service management Length: 8p Year New: 2005 511044 Title: Emery Air Freight Corp. (B) Author(s): Sultan, Ralph G.M. Publication Date: 09/05/1965 Product Type: Case (Field) Abstract: Decisions concerning 1964 sales promotion strategy for air freight forwarder. Advertising versus personal selling. Industry Setting: Air freight service industry Gross Revenues: $35 million sales Event Year Start: 1963 Event Year End: 1963 Subjects: Advertising; Air freight service; Logistics; Marketing management; Personal selling; Sales management; Sales promotions Length: 42p 83409 Title: End-Game Strategies for Declining Industries Author(s): Harrigan, Kathryn; Porter, Michael E. Publication Date: 07/01/1983 Product Type: Harvard Business Review Article Abstract: In today's world of little or no economic growth and rapid technological change, many companies are faced with declining product demand beyond their control. A study of the strategies of over 95 companies that confronted declining markets suggests that companies can often be very successful if they analyze all the characteristics that shape competition in the end game and act in
Marketing
accordance with their own needs. Strategic alternatives for declining business include leadership; niche; harvest; and quick divestment. Subjects: Competition; Corporate strategy; Market share; Marketing strategy; Product management Length: 9p R0607E Title: Ending the War Between Sales and Marketing Author(s): Kotler, Philip; Rackham, Neil; Krishnaswamy, Suj Publication Date: 07/01/2006 Product Type: Harvard Business Review Article Abstract: Sales departments tend to believe that marketers are out of touch with what's really going on in the marketplace. Marketing people, in turn, believe the sales force is myopic--too focused on individual customer experiences, insufficiently aware of the larger market, and blind to the future. In short, each group undervalues the other's contributions. Both stumble (and organizational performance suffers) when they are out of sync. Yet, few firms seem to make serious overtures toward analyzing and enhancing the relationship between these two critical functions. Curious about the misalignment between Sales and Marketing, the authors interviewed pairs of chief marketing officers and sales vice-presidents to capture their perspectives. They looked in depth at the relationship between Sales and Marketing in a variety of companies in different industries. Their goal was to identify best practices that could enhance the joint performance and increase the contributions of these two functions. Among their findings: The marketing function takes different forms in different companies at different product life cycle stages. Marketing's increasing influence in each phase of an organization's growth profoundly affects its relationship with Sales. The strains between Sales and Marketing fall into two main categories: economic (a single budget is typically divided between Sales and Marketing, and not always evenly) and cultural (the two functions attract very different types of people who achieve success by spending their time in very different ways). In this article, the authors describe the four types of relationships Sales and Marketing typically exhibit. They provide a diagnostic to help readers assess their companies' level of integration, and they offer recommendations for more closely aligning the two functions. Industry Setting: Airline industry; Electronics industry; Energy; Equipment; Financial services; High technology; Insurance industry; Medical equipment & device industry Subjects: NO SUBJECTS(KEYWORDS) Length: 15p Year New: 2006 1014 Title: Ending the War Between Sales and Marketing (HBR OnPoint Enhanced Edition) Author(s): Kotler, Philip; Rackham, Neil; Krishnaswamy, Suj Publication Date: 07/01/2006 Product Type: HBR OnPoint Article Abstract: Sales departments tend to believe that marketers are out of touch with what's really going on in the marketplace. Marketing people, in turn, believe the sales force is myopic--too focused on individual customer experiences, insufficiently aware of the larger market, and blind to the future. In short, each group undervalues the other's contributions. Both stumble (and organizational performance suffers) when they are out of sync. Yet, few firms seem to make serious overtures toward analyzing and enhancing the relationship between these two critical functions. Curious about the misalignment between Sales and Marketing, the authors interviewed pairs of chief marketing officers and sales vice-presidents to capture their perspectives. They looked in depth at the relationship between Sales and Marketing in a variety of companies in different industries. Their goal was to identify best practices that could enhance the joint performance and increase the contributions of these two functions. Among their findings: the marketing function takes different forms in different companies at different product life cycle stages. Marketing's increasing influence in each phase of an organization's growth profoundly affects its relationship with Sales; and the strains between Sales and Marketing fall into two main categories: economic (a single budget is typically divided between Sales and Marketing, and not always evenly) and cultural (the two functions attract very different types of people who achieve success by spending their time in very different ways). In this article, the authors describe the four types of relationships Sales and Marketing typically exhibit. They provide a diagnostic to help readers assess their companies' level of integration, and they offer recommendations for more closely aligning the two functions. Subjects: NO SUBJECTS(KEYWORDS) Length: 14p List Price: $6.50
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7856BC Title: Engagement: Ties That Bind-Leveraging Consumer Participation Author(s): Quelch, John A.; Jocz, Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: Many consumers engage actively with marketers--they talk to market researchers, suggest service improvements, and submit new product ideas. While we tend to think of companies as "producers" and consumers as "receivers," the line between the two is blurred and becoming more so. Just as political democracies are more robust and more representative when citizens engage in public affairs, companies are learning that letting consumers participate in marketing strengthens their competitive position. In a democratizing marketplace, constructive engagement with consumers should be the wave of the future. Subjects: NO SUBJECTS(KEYWORDS) Length: 28p List Price: $6.95 2726BC Title: Enhancing Customer Equity Through Add-On Selling Author(s): Blattberg, Robert C.; Getz, Gary; Thomas, Jacquelyn S. Publication Date: 05/23/2001 Product Type: HBS Press Chapter Abstract: Add-on selling offers a significant growth opportunity, but resources must be allocated carefully and may include marketing communications, database marketing tools, and outsourcing. Tools included here help evaluate which products provide an add-on opportunity, configure how best to market them, and circumnavigate common pitfalls. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine; (2548BC) The Marketing Mix; (267XBC) From Brand Acquisitions to Brand Rationalization; (2661BC) From Market Segments to Strategic Segments; (270XBC) Managing Customer Acquisitions; (2718BC) Managing Customer Retention; (2750BC) Market Research: Listen and Learn; (2688BC) From Declining to Growing Distribution Channels; (2696BC) From Branded Bulldozers to Global Distribution Partners. Subjects: NO SUBJECTS(KEYWORDS) Length: 32p List Price: $6.95
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Year New: 2005 596046 Title: Erox Corp.: Leverage Marketing Author(s): Kosnik, Thomas J.; Frank, Gary Publication Date: 03/01/1996 Product Type: Case (Field) Abstract: Erox Corp. is a biotechnology start-up that creates products containing synthetic human pheromones. It was founded in 1989, went public in 1993, and brought in a turnaround team in 1994. Sales ramped from $110,000 in 1993 to over $1 million in 1994, with prospects for continued hypergrowth. Pheromones are odorless biochemical cues secreted by people and animals to influence the behavior of others of the same species. Biotechnologists have discovered human pheromones, and Erox has patents protecting its use of synthetic human pheromones for men and women in cosmetic products such as perfumes, colognes, and body lotions. Realm is preparing a national U.S. retail launch of its fragrance product lines: Real for women and Realm for Men. Michael Stern, VP marketing and sales, has developed a successful direct-marketing campaign using a 30minute infomercial. His challenge is to develop a leveraged marketing communications campaign to support the launch of Realm in Bloomingdales. Geographic Setting: Silicon Valley Industry Setting: Biotechnology industry; Fragrance industry Company Size: start-up Number of Employees: 25 Gross Revenues: $1 million revenues Subjects: Consumer goods; Consumer marketing; New product marketing; Product positioning; Public relations Length: 16p 593512 Title: Ethics in Marketing, Video Author(s): Quelch, John A. Publication Date: 07/29/1993 Product Type: Case Video Abstract: Compilation of commercials for six marketing case studies included in the book Ethics in Marketing by N. Smith and J.A. Quelch, published by Richard D. Irwin, Homewood, IL. Industry Setting: Advertising industry Subjects: Advertising; Ethics; Marketing management Length: 34 min List Price: $150.00 Supplementary Materials: Video Insights, (593100), 1p, by John A. Quelch 506003 Title: Eureka Forbes Ltd.: Managing the Selling Effort (A) Author(s): Narayandas, Das; Herman, Kerry Publication Date: 07/29/2005 Revision Date: 02/12/2009 Product Type: Case (Field) Abstract: The CEO of EFL (India), a direct sales organization, must decide which changes to the sales compensation systems would better motivate his sales reps and improve their sales performance. Geographic Setting: India Industry Setting: Durable goods Event Year Start: 2004 Event Year End: 2004 Subjects: NO SUBJECTS(KEYWORDS) Length: 22p Supplementary Materials: Case Video, DVD, (506705), 7 min, by Das Narayandas; Case Video, (506707), 7 min, by Das Narayandas; Case Video, Streaming, (1-277-6), 7 min, by Das Narayandas Year New: 2005 506705 Title: Eureka Forbes Ltd.: Managing the Selling Effort, Video (DVD) Author(s): Narayandas, Das Publication Date: 09/01/2005 Product Type: Case Video, DVD Abstract: Presents company sales management tools for recruitment and training of new sales representatives. Must be used with: (506003) Eureka Forbes Ltd.: Managing the Selling Effort (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 7 min Year New: 2005 506707 Title: Eureka Forbes Ltd.: Managing the Selling Effort, Video (VHS) Author(s): Narayandas, Das Publication Date: 09/01/2005 Product Type: Case Video Abstract: Presents company sales management tools for recruitment and training of new sales representatives. Must be used with: (506003) Eureka Forbes Ltd.: Managing the Selling Effort (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 7 min List Price: $150.00 Year New: 2005 594005 Title: European Bank for Reconstruction and Development: Marketing Strategy for the Debut Bond Offering Author(s): Rayport, Jeffrey F. Publication Date: 07/07/1993 Revision Date: 11/05/1993
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Product Type: Case (Field) Abstract: The European Bank for Reconstruction and Development, the first supranational financial institution of the post-Cold War era, is planning its debut in the international capital markets through a bond issuance of $500 million. The bank must determine its marketing strategy for the offering on two levels-positioning of the institution and of the bond offering itself. Integral to the marketing task is the selection of a lead manager, who will determine the marketing mix. The mix decisions involve determining product (currency, maturity, coupon), pricing (yield), promotion (road shows and media relations), and distribution (formation of the syndicate). In addition, the lead manager will need to select appropriate target markets (retail and institutional investors), along with overall positioning for the institution. Geographic Setting: London; Europe, Eastern Industry Setting: Investment banking; Investment banking Subjects: Banking; Bonds; Eastern Europe; International banking; Investment banking; Marketing strategy; Pricing; Social enterprise Length: 22p Supplementary Materials: Teaching Note, (596115), 12p, by Jeffrey F. Rayport U9905B Title: Evaluate Your Company with "Marketing Due Diligence": An Interview with Mark N. Clemente and David S. Greenspan Author(s): Clemente, Mark N.; Greenspan, David S.; Saunders, Rebecca Publication Date: 05/01/1999 Product Type: Harvard Management Update Article Abstract: Marketing due diligence, according to consultants Mark N. Clemente and David S. Greenspan, is a systemic, comprehensive assessment of a company's marketing efforts. It tells a company how a smart buyer evaluates its chances for success in tomorrow's marketplace as well as today's. In this interview, Clemente and Greenspan explain how marketing due diligence differs from a marketing audit and what benefits a company can expect from applying marketing due diligence. Includes a sidebar entitled "Why Snapple Went South," an explanation of Quaker Oats' costly acquisition of Snapple. Subjects: Acquisitions; Interviews; Marketing management; Marketing strategy Length: 3p
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List Price: $4.50 R0705G Title: Even Commodities Have Customers Author(s): Jacques, Francois M. Publication Date: 05/01/2007 Product Type: Harvard Business Review Article Abstract: When Francois Jacques became head of marketing at Lafarge's cement division in late 2001, old-timers told him that there were only two types of customers: those who liked golf and those who liked fishing. Welcome to the front lines of your typical cement company, a hardscrabble world peopled by grizzled salesmen whose pitches are about making friends rather than demonstrating that their products are better than the competition's. It isn't easy to establish a marketing function in a company that doesn't think it needs one. From the start, Jacques tackled the challenge on a number of fronts. First, he formed a three-person steering committee with both his strongest ally and his most vociferous foe in the executive ranks. Then he set right to work applying marketing's most basic and powerful tools--segmentation and pricing strategy--to four carefully chosen pilot projects. To make the value of those efforts quickly apparent, he measured their effectiveness with readily understood metrics. He shared the ongoing results as widely as possible by establishing regional networks of marketing and sales executives. He wove marketing into Lafarge's mainstream management processes by becoming a fixture at the company's strategic-planning, performance, and budgeting discussions. Step by step, over the next four years, Jacques and his team of first temporary, and then permanent, marketers fundamentally transformed Lafarge's commodity mindset. Segmenting customers allowed people to see that they were selling to different groups that required different products, which in many cases could be sold for higher-than-commodity prices. Customer satisfaction surveys led them to improve supply chain execution and, ultimately, to change what they sold, so that their offerings were suited to a range of customer requirements, increasing value both for them and for the division. May be used with: (R0705F) Silo Busting: How to Execute on the Promise of Customer Focus. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2007 191210 Title: Evolution of IBM Personal Computers Author(s): Dhebar, Anirudh Publication Date: 05/16/1991 Product Type: Case (Library) Abstract: Describes the evolution of International Business Machines, Inc.'s personal-computer products. Details the major hardware enhancements and product line extensions during the period 1981-87, and concludes with a description of the PS/2 family (date of introduction: April 1987). A separate exhibit provides a brief overview of a microcomputer. Raises two questions: 1) What are the important dimensions of product change? 2) What is the "appropriate" amount of product and technological change? Industry Setting: Personal computer industry Company Size: Fortune 500 Gross Revenues: $44 billion 1990 sales Subjects: Computer industry; Product lines; Product management; Technological change; Technology Length: 7p 191211 Title: Evolution of Lotus 1-2-3 Author(s): Dhebar, Anirudh Publication Date: 05/16/1991 Product Type: Case (Library) Abstract: Describes the evolution of Lotus Development Corp.'s 1-2-3 spreadsheet software for IBMcompatible personal computers. Changes in hardware requirement and major enhancements in the software are described for the different 1-2-3 releases during the period 1983-90. Raises two questions: 1) What are the important dimensions of product change? 2) What is the "appropriate" amount of product and technological change? Geographic Setting: Massachusetts Industry Setting: Software industry Company Size: large Gross Revenues: $684.5 million 1990 sales Subjects: Computer industry; Product lines; Product management; Software; Technological change Length: 3p 509028 Title: Examining the Adoption of DrugEluting Stents Author(s): Ofek, Elie Publication Date: 09/25/2008 Revision Date: 02/02/2009 Product Type: Case (Library) Abstract: Marketers are often tasked with exploring the factors that impact the long-run adoption of a new product or technology. The new product under consideration here is the drug-eluting
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stent: a device which props open a clogged artery to the heart and then releases medication that reduces the risk of artery re-blockage. In light of recent medical and competitive trends in the market, the case prompts students to examine the future adoption of drugeluting stents as well as to consider the potential marketing actions to be taken by Medtronic for ENDEAVOR--a newly approved stent that will hit the market in 2008. Geographic Setting: United States Industry Setting: Biotechnology industry; Medical equipment & device industry Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 18p Supplementary Materials: Teaching Note, (5-509-053), 17p, by Peter Wickersham, Elie Ofek 7852BC Title: Exchange: A Promise Is a Promise--Understanding the Connections Between Marketing and Political Exchanges Author(s): Quelch, John A.; Jocz, Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: In modern Western societies, marketplace exchanges and political exchanges, and the pursuit of selfinterest and the pursuit of the common good, are inextricably linked. People can use political exchanges--such as supporting politicians who favor antitrust enforcement--to address problems they experience in marketing exchanges. It works both ways, too--boycotting producers and subscribing to political publications are ways to leverage marketing exchanges to achieve social or political goals. Subjects: NO SUBJECTS(KEYWORDS) Length: 28p List Price: $6.95 599048 Title: Executive Health Group Author(s): Chun, Samuel Publication Date: 05/07/1999 Revision Date: 04/03/2003 Product Type: Case (Field) Abstract: Executive Health Group provides in-depth physical exams. Facing stagnant revenues, CEO William Flatley has to reposition his firm, strengthen the brand franchise, and grow share in an increasingly competitive health care environment. Geographic Setting: New York, NY Industry Setting: Health care industry
Marketing
Number of Employees: 100 Gross Revenues: $20 million revenues Subjects: Brand management; Competition; Health care; Market positioning; Marketing management Length: 10p Supplementary Materials: Teaching Note, (500006), 6p, by Samuel Chun 1081CD Title: Executive Presence: How to Intelligently Navigate the Wine List and Order Like a Pro, A Conversation with Mary Ewing-Mulligan, also Featuring Jeffrey Rayport, A Harvard Business School Publishing Virtual Seminar CD, Single User Author(s): Ewing-Mulligan, Mary; Rayport, Jeffrey F. Publication Date: 08/03/2006 Product Type: Conference Audio Abstract: There are many ways to learn to read a financial statement. Companies develop robust professional growth plans for managers and employees. Sales organizations spend millions on training employees to set goals and master the art of closing the sale. Social and entertaining skills can be equally important in interactions with clients and customers--yet most companies do little to help managers hone these abilities. If you are on the front line of any organization, you may have felt the pressure of making a good impression at an important business dinner, but have been hesitant to ask for help. This best practice briefing (part of our virtual seminar series) will provide practical, immediate guidance to exploring wines in a non-intimidating and fun--yet informative--format. Our firstever best practice briefing of this nature will feature Mary Ewing-Mulligan, author of Wine Style: Using Your Senses to Explore and Enjoy Wine and HBSP thought leader (and wine enthusiast) Jeffrey Rayport. This interactive session will focus on a suggested list of wines to sample, as well as general wine knowledge aimed at providing the context in which to begin tasting wine thoughtfully. Peppered with insight from our renowned wine expert and widely respected thought leader, we will discuss and learn more about each style and how to discern between them. A strong finish will include a summary of key takeaways to use at your next meal. Great for the beginner, but rich in content enough for experienced wine drinkers to further discover what you like and to explore more of your preferred style. If the thought of talking to the sommelier makes your palms sweat or if you just need a few extra pointers for your next business dinner, you won't want to miss this. We'll give you the confidence to enjoy wine like a true connoisseur! Subjects: NO SUBJECTS(KEYWORDS) Length: 90 min List Price: $129.00 Year New: 2006 1081SL Title: Executive Presence: How to Intelligently Navigate the Wine List and Order Like a Pro, A Conversation with Mary Ewing-Mulligan, also Featuring Jeffrey Rayport, A Harvard Business School Publishing Virtual Seminar CD, Multiuser Author(s): Ewing-Mulligan, Mary; Rayport, Jeffrey F. Publication Date: 08/03/2006 Product Type: Conference Audio Abstract: There are many ways to learn to read a financial statement. Companies develop robust professional growth plans for managers and employees. Sales organizations spend millions on training employees to set goals and master the art of closing the sale. Social and entertaining skills can be equally important in interactions with clients and customers--yet most companies do little to help managers hone these abilities. If you are on the front line of any organization, you may have felt the pressure of making a good impression at an important business dinner, but have been hesitant to ask for help. This best practice briefing (part of our virtual seminar series) will provide practical, immediate guidance to exploring wines in a non-intimidating and fun--yet informative--format. Our firstever best practice briefing of this nature will feature Mary Ewing-Mulligan, author of Wine Style: Using Your Senses to Explore and Enjoy Wine and HBSP thought leader (and wine enthusiast) Jeffrey Rayport. This interactive session will focus on a suggested list of wines to sample, as well as general wine knowledge aimed at providing the context in which to begin tasting wine thoughtfully. Peppered with insight from our renowned wine expert and widely respected thought leader, we will discuss and learn more about each style and how to discern between them. A strong finish will include a summary of key takeaways to use at your next meal. Great for the beginner, but rich in content enough for experienced wine drinkers to further discover what you like and to explore more of your preferred style. If the thought of talking to the sommelier makes your palms sweat or if you just need a few extra pointers for your next business dinner, you won't want to miss this. We'll give you the confidence to enjoy wine like a true
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509022 Title: Exercise on Estimation Author(s): Gourville, John T.; Riis, Jason Publication Date: 09/10/2008 Product Type: Exercise Abstract: This exercise is meant to assess students' level of confidence around everyday business and general knowledge questions, for the purpose of identifying where they are overconfident and underconfident. Subjects: NO SUBJECTS(KEYWORDS) Length: 3p 5122 Title: The Experience Economy, Audiobook (Cassette) Author(s): Pine, B. Joseph, II; Gilmore, James Publication Date: 10/27/2000 Product Type: HBS Press Audio Medium: Audiotape Abstract: Future economic growth lies in the value of experiences and transformations--good and services are no longer enough. We are on the threshold, say authors Pine and Gilmore, of the Experience Economy, a new economic era in which all businesses must orchestrate memorable events for their customers. This abridged audiobook offers a creative, highly original, and yet eminently practical strategy for companies to script and stage the experiences that will transform the value of what they produce. From America Online to Walt Disney, the authors draw from a rich and varied mix of examples that showcase businesses in the midst of creating personal experiences for both consumers and businesses. The authors urge managers to look beyond traditional pricing factors like time and cost, and consider charging for the value of the transformation that an experience offers. Goods and services, say Pine and Gilmore, are no longer enough. Experiences and transformations are the basis for future economic growth, and The Experience Economy is the script from which managers can begin to direct their own transformations. Subjects: Customer service; Customization; Market analysis; Marketing planning; Marketing strategy; New economy; Pricing; Product development; Services Length: 180 min
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List Price: $18.95 8192 Title: The Experience Economy: Work Is Theatre & Every Business a Stage (Hardcover) Author(s): Pine, B. Joseph, II; Gilmore, James Publication Date: 03/23/1999 Product Type: HBS Press Book Abstract: Future economic growth lies in the value of experiences and transformations--good and services are no longer enough. We are on the threshold, say authors Pine and Gilmore, of the Experience Economy, a new economic era in which all businesses must orchestrate memorable events for their customers. The Experience Economy offers a creative, highly original, and yet eminently practical strategy for companies to script and stage the experiences that will transform the value of what they produce. From America Online to Walt Disney, the authors draw from a rich and varied mix of examples that showcase businesses in the midst of creating personal experiences for both consumers and businesses. The authors urge managers to look beyond traditional pricing factors like time and cost, and consider charging for the value of the transformation that an experience offers. Goods and services, say Pine and Gilmore, are no longer enough. Experiences and transformations are the basis for future economic growth, and The Experience Economy is the script from which managers can begin to direct their own transformations. Subjects: Customer service; Customization; Market analysis; Marketing planning; Marketing strategy; New economy; Pricing; Product development; Services Length: 272p List Price: $29.95 BESTSELLER 88512 Title: Exploit Your Product's Service Life Cycle Author(s): Potts GW Publication Date: 09/01/1988 Product Type: Harvard Business Review Article Abstract: The product life cycle is a standard concept, but the service life cycle is not so well understood. A product that requires periodic maintenance and repair over a fairly long period of time has a service life cycle that lags the product cycle but that may well last long after the product has been taken off the market. Data General Corp. divides the service life cycle for its computers into four stages: rapid product sales growth, transition as product shipments start to decline, maturity as the service cycle peaks and product shipments continue to fall, and end of life after product sales halt and the installed base undergoes attrition. Subjects: Product life cycle; Product management; Service management Length: 4p 65608 Title: Exploit the Product Life Cycle Author(s): Levitt, Theodore Publication Date: 11/01/1965 Product Type: Harvard Business Review Article Abstract: The product life cycle measures the likelihood, character, and timing of competitive and market events. A product strategy that includes some sort of plan for a timed sequence of conditional moves provides an offensive rather than a reactive move. Most successful products pass through certain recognizable stages. Awareness of these stages affects decisions on marketing factors such as pricing, product identity, and sales and distribution networks. New uses and new customers extend the product life cycle. Planning in the early stages for product life extension helps to guide the direction of ongoing technical research in support of the product. Subjects: Marketing strategy; Product life cycle Length: 14p 596093 Title: Exploring Brand-Person Relationships: Three Life Histories Author(s): Fournier, Susan Publication Date: 01/22/1996 Revision Date: 02/13/1997 Product Type: Case (Pub Mat) Abstract: The idea that "relationships" exist between consumers and products has implicitly occupied a central place in brand marketing thought and practice. Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm of the field, explicit theoretical development of these ideas becomes critical. This case presents detailed qualitative data on three women and their relationships with brands. Intended to reveal the deep connections consumers may form with brands across product categories, providing new insights into phenomena such as brand loyalty and brand equity that will inform brand management practice. Subjects: Brands; Consumer behavior; Consumer marketing; Customer relations Length: 21p Supplementary Materials: Teaching
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Note, (597073), 24p, by Susan Fournier 597091 Title: Exploring Brand-Person Relationships: Three Life Histories (Condensed) Author(s): Fournier, Susan Publication Date: 06/05/1997 Revision Date: 05/04/1998 Product Type: Case (Pub Mat) Abstract: The idea that "relationships" exist between consumers and products has implicitly occupied a central place in brand marketing thought and practice. Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm of the field, explicit theoretical development of these ideas becomes critical. This case presents detailed qualitative data on three women and their relationships with brands. Subjects: Brands; Consumer behavior; Consumer marketing; Customer relations Length: 18p Supplementary Materials: Teaching Note, (597073), 24p, by Susan Fournier 580150 Title: Exporting from the United States, Background Note Author(s): Malone, Claudine B. Publication Date: 05/20/1980 Revision Date: 01/23/1981 Product Type: Note Abstract: Discusses the execution of an international marketing plan by a U.S. exporter. Cites the insufficient attention paid to the controls imposed by the exporter's own government and differences between domestic and international marketing in the areas of insurance and finance. May be used with Kenics Corp., which describes the marketing strategy of a high technology firm seeking foreign sales. Subjects: Exports; International marketing; International trade Length: 17p 504005 Title: Eyeblaster: Enabling the Next Generation of Online Advertising Author(s): Ofek, Elie Publication Date: 09/05/2003 Revision Date: 05/22/2006 Product Type: Case (Field) Abstract: Eyeblaster management has to decide on the best course of action to sustain its momentum from enabling online rich media advertising. Pressure from competitors is forcing the company to re-evaluate its previous marketing strategy that focused primarily on getting advertising agencies to advocate use of Eyeblaster's rich media ad management product. Alternatively, more Eyeblaster
Marketing
sales effort, product improvements, and pricing incentives could be diverted to Web site publishers or even to advertisers. CEO Gal Trifon has to decide whether to give the green light to entering two new markets. Such a move would require the company to position itself somewhat differently in the marketplace and offer different pricing schemes. Includes color exhibits. Geographic Setting: United States Industry Setting: Internet & online services industries; Advertising industry Subjects: Advertising; Competition; Internet; Market entry; Market positioning; Marketing strategy; Pricing; Technology Length: 24p Supplementary Materials: Teaching Note, (504091), 23p, by Elie Ofek Year New: 2006 9-508-S15 Title: Eyeblaster: Enabling the Next Generation of Online Advertising, Spanish Version Author(s): Ofek, Elie Publication Date: 09/05/2003 Product Type: LACC Case Abstract: Eyeblaster management has to decide on the best course of action to sustain its momentum from enabling online rich media advertising. Pressure from competitors is forcing the company to re-evaluate its previous marketing strategy that focused primarily on getting advertising agencies to advocate use of Eyeblaster's rich media ad management product. Alternatively, more Eyeblaster sales effort, product improvements, and pricing incentives could be diverted to Web site publishers or even to advertisers. CEO Gal Trifon has to decide whether to give the green light to entering two new markets. Such a move would require the company to position itself somewhat differently in the marketplace and offer different pricing schemes. Includes color exhibits. Geographic Setting: United States Industry Setting: Advertising industry; Internet & online services industries Subjects: NO SUBJECTS(KEYWORDS) Length: 27p 578166 Title: FTC and Listerine Antiseptic Author(s): Greyser, Stephen A.; Young, Robert F. Publication Date: 04/01/1978 Product Type: Case (Library) Abstract: Describes the 1975 FTC decision against Listerine Antiseptic in which corrective advertising negating the basic positioning of the brand has been mandated. Traces the history of the decision, and provides a summary of the FTC's findings. Can be used to raise the issue of the federal government regulation of advertising, and the broad social issues of "truth in advertising." Also contains some interesting applications of marketing research used for policy purposes. Geographic Setting: New York, NY Industry Setting: Personal care products Company Size: large Subjects: Advertising; Consumer goods; Ethics; Government agencies; Market research; Marketing strategy; Regulation Length: 20p 579081 Title: FTC vs. Levi Strauss Author(s): Cady, John F. Publication Date: 10/23/1978 Revision Date: 09/29/1982 Product Type: Case (Library) Abstract: Describes the alternatives available to Levi Strauss and Company after the FTC challenges their traditional pattern of selective distribution. Geographic Setting: United States Industry Setting: Apparel industry Gross Revenues: $1.5 billion sales Subjects: Antitrust laws; Clothing; Distribution planning; Government agencies; Pricing strategy Length: 22p 502S26 Title: Fabtek (A), Spanish Version Author(s): Shapiro, Benson P.; Moriarty, Rowland T., Jr.; Cline, Craig E. Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Concerns the selection and scheduling of orders by a small industrial titanium fabricator that in recent months has been plagued by poor deliveries and a lack of capacity. Four orders are offered, from which the student must select one. Each order represents different order-mix/customer situation issues. The case forces the student to choose among the four orders, given conflicting estimates of capacity available, other business likely to come along, and the requirements of each order. A rewritten version of an earlier case. Geographic Setting: United States Industry Setting: Chemical industry Company Size: small Gross Revenues: $31 million sales Subjects: Competitive bidding; Industrial markets; Metals; Order processing; Pricing; Production scheduling; Purchasing Length: 16p 592095 Title: Fabtek (A)
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Author(s): Shapiro, Benson P.; Moriarty, Rowland T., Jr.; Cline, Craig E. Publication Date: 05/13/1992 Revision Date: 11/02/1992 Product Type: Case (Field) Abstract: Concerns the selection and scheduling of orders by a small industrial titanium fabricator that in recent months has been plagued by poor deliveries and a lack of capacity. Four orders are offered, from which the student must select one. Each order represents different order-mix/customer situation issues. The case forces the student to choose among the four orders, given conflicting estimates of capacity available, other business likely to come along, and the requirements of each order. A rewritten version of an earlier case. Geographic Setting: United States Industry Setting: Chemical industry Company Size: small Gross Revenues: $31 million sales Subjects: Competitive bidding; Industrial markets; Metals; Order processing; Pricing; Production scheduling; Purchasing Length: 16p Supplementary Materials: Supplement (Field), (592096), 2p, by Benson P. Shapiro, Rowland T. Moriarty Jr.; Teaching Note, (593006), 20p, by Benson P. Shapiro 592096 Title: Fabtek (B) Author(s): Shapiro, Benson P.; Moriarty, Rowland T., Jr. Publication Date: 05/13/1992 Product Type: Supplement (Field) Abstract: Presents an urgent order for repair service from an important customer who had purchased an item from a competitor. The item, which TiFab had bid on, went out at a price that TiFab predicted was below the amount necessary to ensure quality manufacture. Now the customer needs to have the unit, part of a much larger production system, repaired and is willing to pay a very high price. The student must choose a price for this order, and decide whether to take it. Should be handed out in class after discussion of the (A) case. A rewritten version of an earlier supplement. Must be used with: (592095) Fabtek (A). Industry Setting: Metals Subjects: Competitive bidding; Industrial markets; Metals; Order processing; Pricing; Production scheduling; Purchasing Length: 2p Supplementary Materials: Teaching Note, (593006), 20p, by Benson P. Shapiro
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BH192 Title: Fail Better! Samuel Beckett's Secrets of Business and Branding Success Author(s): Brown, Stephen Publication Date: 03/15/2006 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Samuel Beckett, the peerless Irish playwright, is widely regarded as the epitome of art for art's sake aestheticism. He hated salesmanship of any kind, famously describing it as "mercantile Gehenna." Yet, despite his anti-business reputation, Beckett is a perfect role model for our paradoxical times. His "fail better" philosophy is very much in keeping with today's creativitydriven, hyper-competitive, warp-speed world of fads, fashions, and here-todaygone-tomorrow consumer crazes. Argues that, in a world where every organization is customer oriented and every executive is au fait with best textbook practice, Beckett's idiosyncratic esthetic encapsulates several salient secrets of business and branding success. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2006 IES036 Title: Farggi Author(s): Renart, Lluis G.; Pares, Francisco Publication Date: 01/01/1995 Revision Date: 10/01/1997 Product Type: Case (Field) Publisher: IESE Business School Abstract: In August 1992, Haagen-Dazs opened its first ice cream parlor in Barcelona. In July 1993, Farggi, a small Spanish family-owned company, opened its own first luxury ice cream store just a few blocks away. This case is an example of how a small local company can compete against a very large multinational corporation. At the beginning of 1995, when Farggi already has 13 exclusive ice cream parlors in Spain, plus some 800 non-exclusive retail outlets, the managers of Farggi are facing a number of strategic dilemmas regarding how to continue successfully competing in the luxury ice cream market segment. Geographic Setting: Spain Industry Setting: Ice cream industry Subjects: Competition; Entrepreneurship; Europe; Family owned businesses; Food; Franchising; Marketing management; Marketing strategy Length: 27p Supplementary Materials: Teaching Note, (IES037), 24p, by Lluis G. Renart 2075 Title: The Fashion Channel: Market Segmentation Author(s): Stahl, Wendy Publication Date: 06/01/2007 Product Type: Case Abstract: The new Senior Vice President of Marketing for The Fashion Channel (TFC), a cable television network dedicated to round-the-clock, fashion-oriented programming, is preparing to recommend a change in the company's traditional marketing approach by introducing a market segmentation program. This program is, in part, a response to the intensifying competitive environment for TFC, and it needs to strengthen the company's brand and positioning with viewers and advertisers. At the same time, the program must maintain consumer and distributor satisfaction with the network. Several segmentation options are being considered, each with pros and cons. Consumer research provides insights but does not give a simple answer regarding the best path to take. The reader must evaluate the research results, calculate financial scenarios, and make a recommendation. Also looks at change management issues. TFC has never done a program like this before, and the Senior Vice President of Marketing is new to the job. In addition to making a recommendation, she must manage the change process to insure that the organization and her leadership team peers are fully aligned. Geographic Setting: Chicago, IL Industry Setting: Cable television industry Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Supplementary Materials: Teaching Note, (2076), 9p, by Wendy Stahl; Supplement (Spreadsheet), (2278), 1p, by Wendy Stahl Year New: 2007 2278 Title: The Fashion Channel: Market Segmentation, Spreadsheet Author(s): Stahl, Wendy Publication Date: 06/01/2007 Product Type: Supplement (Spreadsheet) Abstract: An abstract is not available for this product. Must be used with: (2075) The Fashion Channel: Market Segmentation. Subjects: NO SUBJECTS(KEYWORDS) Length: 1p
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577042 Title: Federal Express (A) Author(s): Lovelock, Christopher H. Publication Date: 10/01/1976 Revision Date: 04/01/1983 Product Type: Case (Field) Abstract: Federal Express is a smallpackage airline operating throughout the United States. After initial heavy losses it is now profitable. Management is examining the services offered by the firm and believes that there is great potential for "Courier Pak", an overnight delivery service with presently limited sales. Is it appropriate to devote special emphasis to Courier Pak? If so, what is the appropriate role of advertising and personal selling? May be used with: (579040) Federal Express (B); (579041) Federal Express (C). Geographic Setting: Tennessee Industry Setting: Air freight service industry Company Size: mid-size Gross Revenues: $75 million annual sales Subjects: Advertising media; Air freight service; Communication strategy; Market definition; Market segmentation; Personal selling; Services Length: 29p Supplementary Materials: Teaching Note, (577189), 10p, by Christopher H. Lovelock 502S19 Title: Federal Express (B), Spanish Version Author(s): Lovelock, Christopher H. Publication Date: 08/08/2002 Product Type: LACC Case Abstract: Federal Express is a smallpackage airline operating throughout the United States. After initial heavy losses, it is now profitable. Management is examining the services offered by the firm and believes that there is great potential for "Courier Pak," an overnight document delivery service with presently limited sales. Emphasizes product line policy and market analysis. Geographic Setting: Tennessee Industry Setting: Air freight service industry Company Size: mid-size Gross Revenues: $75 million annual sales Subjects: Advertising media; Air freight service; Airlines; Communication strategy; Market definition; Market segmentation; Personal selling; Product lines Length: 14p 579040 Title: Federal Express (B)
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Author(s): Lovelock, Christopher H. Publication Date: 11/01/1978 Revision Date: 06/01/1982 Product Type: Case (Field) Abstract: Federal Express is a smallpackage airline operating throughout the United States. After initial heavy losses, it is now profitable. Management is examining the services offered by the firm and believes that there is great potential for "Courier Pak," an overnight document delivery service with presently limited sales. Emphasizes product line policy and market analysis. May be used with: (577042) Federal Express (A); (579041) Federal Express (C). Geographic Setting: Tennessee Industry Setting: Air freight service industry Company Size: mid-size Gross Revenues: $75 million annual sales Subjects: Advertising media; Air freight service; Airlines; Communication strategy; Market definition; Market segmentation; Personal selling; Product lines Length: 14p Supplementary Materials: Teaching Note, (581020), 10p, by Christopher H. Lovelock 504S22 Title: Federal Express (C), Spanish Version Author(s): Lovelock, Christopher H. Publication Date: 11/01/1978 Revision Date: 12/01/1979 Product Type: LACC Case Abstract: The Marketing Director for Federal Express, a fast growing freight airline specializing in small packages, must select a strategy to achieve a big sales increase for one of the company's services. First he must decide on the relative emphasis to place between advertising and personal selling, then he must formulate specific plans to reach the new sales target within six months. Nine pages of exhibits show examples of previous advertising by Federal Express and its competitors, and provide data on print and broadcast advertising costs and audiences. Geographic Setting: Tennessee Industry Setting: Air freight service industry Company Size: mid-size Gross Revenues: $75 million annual sales Subjects: Advertising media; Air freight service; Communication strategy; Market definition; Market segmentation; Personal selling; Services Length: 20p 579041 Title: Federal Express (C) Author(s): Lovelock, Christopher H. Publication Date: 11/01/1978 Revision Date: 12/01/1979 Product Type: Case (Field) Abstract: The Marketing Director for Federal Express, a fast growing freight airline specializing in small packages, must select a strategy to achieve a big sales increase for one of the company's services. First he must decide on the relative emphasis to place between advertising and personal selling, then he must formulate specific plans to reach the new sales target within six months. Nine pages of exhibits show examples of previous advertising by Federal Express and its competitors, and provide data on print and broadcast advertising costs and audiences. May be used with: (577042) Federal Express (A); (579040) Federal Express (B). Geographic Setting: Tennessee Industry Setting: Air freight service industry Company Size: mid-size Gross Revenues: $75 million annual sales Subjects: Advertising media; Air freight service; Communication strategy; Market definition; Market segmentation; Personal selling; Services Length: 18p Supplementary Materials: Teaching Note, (581021), 10p, by Christopher H. Lovelock 503S52 Title: Federated Industries (A), Spanish Version Author(s): Dolan, Robert J. Publication Date: 09/20/1984 Revision Date: 12/01/1992 Product Type: LACC Case Abstract: The market leader in an overcapacity industry with a commodity product is trying to restore industry price levels. Price cutting has hurt overall industry price levels and the leader must determine whether (and how) to bring up price levels or exit the market. Geographic Setting: United States Industry Setting: Capacitors & resistors Company Size: small Gross Revenues: $8 million sales Subjects: Commodity markets; Competitive bidding; Industrial markets; Market signaling; Pricing; Product planning & policy Length: 14p 585104 Title: Federated Industries (A) Author(s): Dolan, Robert J. Publication Date: 09/20/1984 Revision Date: 12/01/1992 Product Type: Case (Gen Exp) Abstract: The market leader in an overcapacity industry with a commodity
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product is trying to restore industry price levels. Price cutting has hurt overall industry price levels and the leader must determine whether (and how) to bring up price levels or exit the market. Geographic Setting: United States Industry Setting: Capacitors & resistors Company Size: small Gross Revenues: $8 million sales Subjects: Commodity markets; Competitive bidding; Industrial markets; Market signaling; Pricing; Product planning & policy Length: 13p Supplementary Materials: Teaching Note, (585105), 15p, by Robert J. Dolan HKU283 Title: Fenix: Diversified Niche Marketing in the Lifestyle Business Author(s): Yim, Bennett; Wong, Monica Publication Date: 07/29/2003 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: Fenix Group's business spans from general merchandise retailing to Italian fashion. The diversity stems from the management's multiniche marketing strategy. Looks at the journeys of two entrepreneurs who started out with a tiny garment trading company and, in the span of 30 years, expanded into a multinational network of manufacturing and retailing with $230 million annual turnover. How did Fenix identify and tap into niches in different markets? What does it take to be successful in niche markets? Also analyzes Fenix's strategy and discusses the critical success factors of its multiniche marketing strategy. Industry Setting: Retail industry Subjects: Manufacturing; Marketing strategy; Networks; Retailing; Strategy implementation Length: 8p Supplementary Materials: Teaching Note, (HKU284), 4p, by Bennett Yim, Monica Wong Year New: 2004 UV0323 Title: Fidelity Incorporated: Pricing the Fidelity Blue Chip Growth Fund Author(s): Wilcox, Ronald T. Publication Date: 05/20/2003 Product Type: Case (Field) Abstract: This case presents an application of conjoint analysis in a financial services setting. It is best used in a course on marketing research. The decision in the case centers on a fund manager's need to generate additional profit from a mutual fund. To do this, he needs to determine a new pricing structure for the fund. The case presents students with the results from a realworld conjoint analysis and requires
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them to work through the pricing and profit implications of that analysis. Industry Setting: Marketing research industry Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Supplementary Materials: Teaching Note, (UV0324), 6p, by Ronald T. Wilcox Year New: 2007 4308 Title: Field Guide to Marketing: A Glossary of Essential Tools and Concepts for Today's Manager (Paperback) Author(s): School Press, Harvard Business; Economist Publication Date: 11/08/2093 Product Type: General Reference Abstract: This book takes the mystique out of marketing with down-to-earth definitions of the most relevant terms and concepts and concise information about today's marketing industry. The main section provides explanations of over 400 carefully selected marketing concepts and topics. Myriad quotations from recognized scholars, business executives, and writers supplement the definitions, provoking deeper thinking-while often reflecting a humorous perspective--about contemporary issues in marketing. Also included are profiles of well-known marketing companies and products, and descriptions of some of the world's most influential advertising agencies. Altogether, Field Guide to Marketing offers a handy primer on today's marketing industry. Subjects: Marketing implementation; Marketing management; Marketing strategy Length: 208p List Price: $16.95 4359 Title: Field Guide to Marketing: A Glossary of Essential Tools and Concepts for Today's Manager (Hardcover) Publication Date: 11/08/1993 Product Type: General Reference Abstract: This book takes the mystique out of marketing with down-to-earth definitions of the most relevant terms and concepts and concise information about today's marketing industry. The main section provides explanations of over 400 carefully selected marketing concepts and topics. Myriad quotations from recognized scholars, business executives, and writers supplement the definitions, provoking deeper thinking-while often reflecting a humorous perspective--about contemporary issues in marketing. Also included are profiles of well-known marketing companies and products, and descriptions of some of the world's most influential advertising agencies. Altogether, Field Guide to Marketing offers a handy primer on today's marketing industry. A paperback version is available: Order No. 4308, $16.95. Subjects: Marketing implementation; Marketing management; Marketing strategy Length: 208p List Price: $29.95 575002 Title: Fieldcrest Division of Fieldcrest Mills, Inc. (A) Author(s): Shapiro, Benson P.; Davis, N.J. Publication Date: 07/01/1974 Revision Date: 06/01/1975 Product Type: Case (Field) Abstract: Details the history of the Fieldcrest Marketing Division and the merchandising and sales organization of the Division as of December 1973. Also includes a section on the bed and bath fashion industry. It is to be used in conjunction with both Fieldcrest Division of Fieldcrest Mills, Inc. (B) and (C). Geographic Setting: United States Industry Setting: Home furnishings; Textile industry Company Size: mid-size Gross Revenues: $167 million sales Subjects: Motivation; Sales management; Textiles Length: 11p 575003 Title: Fieldcrest Division of Fieldcrest Mills, Inc. (B) Author(s): Shapiro, Benson P.; Davis, N.J. Publication Date: 07/01/1974 Product Type: Case (Field) Abstract: Discussion of the various nonfinancial motivators which Fieldcrest uses with its salespeople. These include sales contests, sales meetings, salesletters, videotape programs, a manpower development program, and a miscellaneous category described as the "method of doing business." Key issues are how to determine the effectiveness of these various motivators and, in a period of rising costs, whether (and if so, where) to cut back on these motivators. Geographic Setting: United States Industry Setting: Home furnishings; Textile industry Company Size: mid-size Gross Revenues: $167 million sales Subjects: Motivation; Sales management; Sales promotions; Textiles Length: 20p 575004 Title: Fieldcrest Division of Fieldcrest
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Mills, Inc. (C) Author(s): Shapiro, Benson P.; Davis, N.J. Publication Date: 07/17/1974 Product Type: Case (Field) Abstract: Focuses on a rather complex compensation plan for salesmen which had evolved over the years at Fieldcrest. While complaints about the system have been relatively minor, management feels pressure both to simplify it in order to make it easier to understand and administer and to tailor it more to the needs of each individual salesperson, thereby increasing its complexity. Geographic Setting: United States Industry Setting: Home furnishings; Textile industry Company Size: mid-size Gross Revenues: $167 million sales Subjects: Motivation; Sales compensation; Sales management; Sales promotions; Textiles Length: 14p 587097 Title: Fieldcrest Division of Fieldcrest Mills, Inc.: Compensation System for Field Sales Representatives Author(s): Cespedes, Frank V. Publication Date: 11/17/1986 Revision Date: 06/23/1987 Product Type: Case (Field) Abstract: Focuses on the compensation plan for Fieldcrest sales representatives. Management is reviewing the structure of the plan and must decide how to establish compensation goals and guidelines for the following year so that sales efforts are allocated among products and/or accounts in the best manner. Provides information about the industry, the competitive environment, recent market developments, and the details of the compensation plan as well as comments by managers and salespeople. Geographic Setting: United States Industry Setting: Home furnishings Company Size: mid-size Gross Revenues: $167 million revenues Subjects: Marketing implementation; Marketing management; Marketing organization; Sales compensation; Sales management Length: 20p 581094 Title: Fieldcrest: Cooperative Advertising Author(s): Greyser, Stephen A.; Young, Robert F. Publication Date: 12/30/1980 Revision Date: 02/16/1982 Product Type: Case (Field) Abstract: Describes the tradeoff between expenditures on national media
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advertising and on retailer-supportive cooperative advertising. Through heavy past spending on cooperative advertising, Fieldcrest has successfully built strong trade relations and fashion recognition among customers. The president of the firm is now expressing a concern that a higher proportion of the firm's advertising budget should be used for company-sponsored national media advertising. An analysis of the firm's coop expenditures and their relation to sales volume is shown. Includes extensive discussion by several executives regarding the relative effectiveness of the two alternatives. Illustrates the use of trade support in developing a fashion-oriented brand image and in stimulating consumer demand. Demonstrates the problems encountered in evaluating the effectiveness of marketing expenditures in vehicles other than national media. Geographic Setting: New York, NY Industry Setting: Home furnishings Gross Revenues: $250 million sales Subjects: Advertising strategy; Cooperatives; Marketing management; Sales promotions; Textiles Length: 20p 502061 Title: Fighting AIDS and Pricing Drugs Author(s): Gourville, John T. Publication Date: 02/26/2002 Product Type: Case (Library) Abstract: In early 2001, makers of AIDS drugs were suing to prevent developing countries from violating their patents. The issue was driven by price. The developing countries could not afford the market price for these drugs. At the same time, the drug companies were reluctant to sell drugs at or below cost in one country and at 10 to 20 times cost in another country. Using a series of published articles, this case outlines the pressures facing the drug companies and asks the question, "How should they respond?" Geographic Setting: South Africa Industry Setting: Pharmaceutical industry Subjects: Developing countries; International marketing; Pharmaceuticals; Pricing; South Africa Length: 14p 594018 Title: Filene's Basement Author(s): Bell, David E.; Starr, Dinny Publication Date: 08/24/1993 Revision Date: 04/03/1998 Product Type: Case (Field) Abstract: Filene's Basement is in the process of deciding where, and if, to locate two new stores in its new Chicago area of operations. The existing Chicago area stores have been performing well, however, management is concerned with over saturation of the market. At the time of the case, Filene's Basement has 49 stores in operation. Geographic Setting: Boston, MA Industry Setting: Discount retail; Retail industry Company Size: large Number of Employees: 1,700 Gross Revenues: $529 million revenues Subjects: Department stores; Location of industry; Real estate; Retailing Length: 24p Supplementary Materials: Teaching Note, (594061), 6p, by David E. Bell 6301BC Title: Find the Right Role and Scope: The CMO's New Job Description Author(s): Aaker, David Publication Date: 10/21/2008 Product Type: HBS Press Chapter Abstract: In order to meet the challenge of reducing barriers to silo cooperation, the CMO must take on a new role in the organization. However, there are a variety of roles to choose from, from that of a facilitator to others that are more ambitious. The selection of the right role, which will vary over activities and over time, can be critical to CMO success or even survival. The determination of the country, product, and functional scope of the CMO team will balance and focus scale. Subjects: NO SUBJECTS(KEYWORDS) Length: 29p List Price: $6.95 SMR048 Title: Finding Sustainable Profitability in Electronic Commerce Author(s): de Figueiredo, John M. Publication Date: 07/01/2000 Product Type: SMR Article Abstract: To sustain a competitive advantage, Web retailers must align their strategies with the product characteristics and buying practices of customers in their market segment, according to the author. He divides the dot-com retail market into four segments on the basis of the type of good sold and describes the strategies needed to succeed in each. The first segment is undifferentiated commodity products, such as barrels of oil. Competitive advantage goes to the low-cost provider with economies of scale, low overhead, low-cost production, and efficient distribution. The second segment, quasicommodity products, such as books and toys, has attracted many dot-com retailers. First movers can gain competitive advantage by branding their
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Web site using site-specific loyalty programs, virtual communities, and timely delivery. Late entrants will encounter extreme difficulty. In the third segment, "look and feel" goods, such as clothes, homes, and furniture, are differentiated by their quality and reliability. Customers want to experience them in person before making a purchase. Dot-coms that don't create the products they sell will be forced to compete on price and will find margins difficult to maintain. In the fourth segment, "look and feel" goods with variable quality, such as fresh produce and original artwork, each individual product differs from every other one. Customers want to experience these products to ascertain their quality before buying. Dot-coms that establish a reputation for quality and sell low-priced goods to repeat customers have the best chance of success. Industry Setting: Retail industry Subjects: Competitive advantage; Corporate strategy; Innovation; Market segmentation; Retailing; Technology; World Wide Web Length: 14p Year New: 2005 SMR240 Title: Finding the Right Job for Your Product Author(s): Christensen, Clayton M.; Anthony, Scott D.; Berstell, Gerald; Nitterhouse, Denise Publication Date: 04/01/2007 Product Type: SMR Article Abstract: The way a company views its markets determines what it decides to produce, how it will take those products to market, who it believes its competitors to be, and how large it believes its market opportunities are. Most companies segment along lines defined by the characteristics of their products (category or price) or customers (age, gender, marital status, and income level) since that is the most easily accessible type of data, but product and customer characteristics are poor indicators of customer behavior because that is not how markets are structured from the customer's perspective. Customers simply need to get things done, whether that is fixing their car, staving off boredom, or finding something fun to do with their kids. These situational needs for which customers are looking to "hire" products or services go unnoticed during traditional market research and segmentation. As a result, the true breadth of competition often goes unnoticed too. When companies understand what they are up against in the mind of the customer, they can piece together the real size of the market in
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which they compete. Using examples from the fast food industry, furniture retailing, the automobile industry, and health care, and citing a wide variety of companies and brands, including FedEx, Starbucks, Google, Blackberry, TurboTax, and OnStar, this article describes the benefits that executives can reap when they segment their markets by job (the risk and cost of innovation is minimized), the methods that those involved in marketing and new product development can use to identify the job-based structure of a market (interviews, surveys, observation, empathic and co-evolution techniques), and how the details of business plans can be made more coherent and focused when innovators understand the job to be done. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2007 500043 Title: First USA and Internet Marketing Author(s): Lal, Rajiv; Nelson, Amy H. Publication Date: 03/10/2000 Revision Date: 01/23/2001 Product Type: Case (Field) Abstract: Explores First USA's decision to use the Internet for acquiring customers. Tom Brenner needs to decide on the terms of the deals demanded by the portals and justify the recommendations to his boss. Geographic Setting: Delaware Industry Setting: Financial services Number of Employees: 10,000 Gross Revenues: $10 billion revenues Subjects: Credit; Financial services; Marketing strategy Length: 20p SMR019 Title: First to Market, First to Fail? Real Causes of Enduring Market Leadership Author(s): Tellis, Gerard J.; Golder, Peter N. Publication Date: 12/01/1996 Product Type: SMR Article Abstract: Managers and entrepreneurs frequently adhere to the motto of being first to market. But the authors have discovered that many pioneers fail, while most current leaders are not pioneers. Using a historical method, the authors try to determine why pioneers fail and early leaders succeed. They have found that market leaders embody five factors critical to success: vision, persistence, commitment, innovation, and asset leverage. Subjects: Leadership; Marketing strategy Length: 13p Year New: 2005 502S42 Title: Fisher-Price Toys, Inc., Spanish Version Author(s): Ward, Scott; Diamond, Steven L. Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Reviews new product introduction and pricing decisions for a riding toy designed for preschool children. Designed to provide background in buyer behavior, market analysis, and corporate strategy. Geographic Setting: United States Industry Setting: Toy industry Subjects: Consumer behavior; Corporate strategy; Market analysis; Market research; New product marketing; Pricing strategy; Toy industry Length: 20p 572029 Title: Fisher-Price Toys, Inc. Author(s): Ward, Scott; Diamond, Steven L. Publication Date: 10/01/1971 Revision Date: 06/05/1985 Product Type: Case (Field) Abstract: Reviews new product introduction and pricing decisions for a riding toy designed for preschool children. Designed to provide background in buyer behavior, market analysis, and corporate strategy. Geographic Setting: United States Industry Setting: Toy industry Subjects: Consumer behavior; Corporate strategy; Market analysis; Market research; New product marketing; Pricing strategy; Toy industry Length: 19p Supplementary Materials: Teaching Note, (579053), 7p, by Scott Ward 77111 Title: Fit Products and Channels to Your Markets Author(s): Weigand, Robert Publication Date: 01/01/1977 Product Type: Harvard Business Review Article Abstract: Courts increasingly frown on companies' efforts to keep markets separate. To avoid conflicts and problems that can arise along the channel or in the laws under which a business operates, and understanding of the various possible combinations of markets, channels, and products is essential. Sellers sending their products through both captive and independent outlets may face the problem of discrimination during periods of supply shortages or a possible "price squeeze". A company that uses separate channels to sell the same product to different
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markets must often deal with price differentials and contracts. Suppliers using different types of channels when selling in different geographic regions are subject to government intervention through price controls and tax differences. Subjects: Distribution channels; Distribution planning; Marketing management; Marketing strategy; Product management Length: 8p U9607A Title: Five Keys to Keeping Your Best Customers Author(s): Billington, Jim Publication Date: 07/01/1996 Product Type: Harvard Management Update Article Abstract: Recognizing the importance of retaining loyal customers, this article offers five major recommendations for mastering customer retention: 1) identify core customers; 2) measure key satisfaction indicators; 3) rigorously analyze defections; 4) mass customize to your core market; and 5) learn to address the unspoken needs of your customers. Presents specific examples of how successful firms are able to leverage this important skill to the benefit of the business. Subjects: Customer relations; Customer retention; Customization; Market analysis; Market research; Marketing strategy Length: 4p List Price: $4.50 BESTSELLER 900009 Title: Florida Department of Citrus Author(s): Goldberg, Ray A.; Knoop, Carin-Isabel; Pearcy, Ben Publication Date: 11/17/1999 Revision Date: 03/16/2000 Product Type: Case (Field) Abstract: The Florida Department of Citrus (FDOC) is a state agency responsible for the welfare of the Florida citrus industry. This case describes the FDOC's efforts to turn around grapefruit juice consumption. Using a health message, Dan Santangelo, the FDOC's new director, adopted a marketing-driven rather than supply-driven solution to oversupply and falling demand for grapefruit, . Geographic Setting: Florida Industry Setting: Fruit juice Subjects: Agribusiness; Beverages; Consumer marketing; Food processing industry; Global Research Group; Marketing strategy Length: 31p
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508074 Title: Flying J Author(s): Deshpande, Rohit; Barley, Lauren Publication Date: 04/25/2008 Product Type: Case (Field) Abstract: The largest retailer of diesel fuel in the U.S., Flying J, is rethinking its growth strategy as the economy goes into a recession. Its major customer base, owner-operated truck drivers, are facing increasing costs of doing business. Yet Flying J is considering whether to increase its price of diesel fuel. Geographic Setting: United States Industry Setting: Food services Gross Revenues: $11.4 billion Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 25p Year New: 2008 C0204E Title: Focus on the Benefits Author(s): Sandberg, Kirsten D. Publication Date: 04/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: Focus groups are rarely used effectively, yet they remain one of the most popular ways to gather information about a market. To provide actionable information, they have to be done right. This article provides tips for getting real benefits from focus groups. Accompanying the article is a sidebar, "Support Communications--And Don't Stop at the Top." Subjects: Management communication; Market research Length: 2p List Price: $4.50 591047 Title: Focusing the Concept of Social Marketing Author(s): Rangan, V. Kasturi; Karim, Sohel Publication Date: 05/15/1991 Revision Date: 05/28/1991 Product Type: Note Abstract: Examines those social marketing situations that pose challenges for adoption of conventional marketing principles. In addition to discussing how they differ the note explores underlying reasons and suggests alternate ways of conceptualizing such problems. Subjects: Management of change; Marketing strategy; Nonprofit marketing; Social change; Social enterprise Length: 16p 594059 Title: Food Distribution in Russia: The Harris Group and the LUX Store Author(s): Bell, David E.; Salmon, Walter J.; Starr, Dinny Publication Date: 11/10/1993 Revision Date: 09/12/1994 Product Type: Case (Field) Abstract: Discusses the challenges facing businesses entering the Russian business environment, especially focusing on food retailing and distribution in that country. Highlights one small, entrepreneurial company, The Harris Group, which, with the help of both Russian partners and the SuperValu Corp., has entered the Russian food retailing industry. Geographic Setting: Moscow; United States Industry Setting: Retail industry Subjects: Consumer marketing; Distribution; International marketing; Marketing strategy; Russia; Supermarkets; Wholesaling Length: 20p 577126 Title: Food Marketing: What Role for Nutrition? Author(s): Austin, James E. Publication Date: 02/01/1977 Product Type: Note Abstract: Describes the growing role of nutrition as a factor in food marketing. Industry Setting: Agribusiness; Food industry Subjects: Agribusiness; Food; Health; Marketing management Length: 24p 583018 Title: Food Ranch, Inc. Author(s): Quelch, John A. Publication Date: 07/26/1982 Revision Date: 04/16/1991 Product Type: Case (Gen Exp) Abstract: The director of grocery merchandising at Food Ranch, Inc. must decide which grocery items to feature in his supermarket chain's weekly newspaper advertising. Geographic Setting: United States Industry Setting: Food industry; Retail industry Subjects: Advertising; Consumer marketing; Merchandising; Supermarkets Length: 11p Supplementary Materials: Teaching Note, (583056), 9p, by John A. Quelch 589001 Title: Ford Motor Co.: The Product Warranty Program (A) Author(s): Menezes, Melvyn A.J. Publication Date: 10/05/1988 Revision Date: 05/15/1990
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Product Type: Case (Field) Abstract: Raises powerful issues concerning product warranty policy as a strategic marketing variable. Also raises several exciting issues concerning the role of product policy in competitive battles, product line issues, interfunctional coordination issues, and some ethical issues. Ford Motor Co., America's third largest industrial organization, is faced with the question of how to respond to a major change in the warranty policy and philosophy of its major competitor--General Motors. Ford executives realize that their decision will have implications not only for sales, costs, and profitability, but also for several departments (such as manufacturing, quality assurance, parts and service, and extended service plans) and their dealer network. Geographic Setting: United States Industry Setting: Automotive industry Company Size: Fortune 500 Number of Employees: 382,300 Gross Revenues: $62.7 billion revenues Subjects: Automobiles; Competition; Ethics; Product planning & policy Length: 18p Supplementary Materials: Supplement (Field), (589057), 2p, by Melvyn A.J. Menezes; Teaching Note, (591036), 25p, by Melvyn A.J. Menezes 589057 Title: Ford Motor Co.: The Product Warranty Program (B) Author(s): Menezes, Melvyn A.J. Publication Date: 05/17/1989 Revision Date: 06/15/1990 Product Type: Supplement (Field) Abstract: Raises some exciting issues concerning the role of product warranty as a strategic marketing tool. General Motors, in response to a sharp drop in its market share, makes a dramatic change in its warranty policy. Ford has to decide how best to respond to this change. Must be used with: (589001) Ford Motor Co.: The Product Warranty Program (A). Industry Setting: Automotive industry Subjects: Automobiles; Competition; Ethics; Product planning & policy Length: 2p Supplementary Materials: Teaching Note, (591036), 25p, by Melvyn A.J. Menezes 903A05 Title: Ford Windstar Author(s): Fisher, Robert J.; Sharp, David J.; Jha, Satish Publication Date: 12/02/2003 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO
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Abstract: Ford of Canada is a division of the Ford Motor Co.--one of the "Big Three" automobile manufacturers in North America. The brand manager of the Windstar was concerned that its only brand in the minivan category would not meet its annual sales target. Since the Windstar's launch in the early 1990s, it had become one of the largest selling auto brands in Canada and was synonymous with safety and family travel. During the past few years, the popularity of purchasing a Windstar had declined with a competitive minivan market, the recession, quality problems, and several product recalls. The brand manager must create a promotional strategy that will maintain Windstar sales and profitability and attempt to maintain the brand image. Geographic Setting: Canada Industry Setting: Transportation industry Company Size: large Subjects: Advertising; Automobiles; Brand management; Canada; Product management; Transportation Length: 25p Supplementary Materials: Teaching Note, (803A05), 7p, by Robert J. Fisher, David J. Sharp, Satish Jha Year New: 2004 505062 Title: Forecasting the Adoption of a New Product Author(s): Ofek, Elie Publication Date: 02/15/2005 Revision Date: 05/20/2008 Product Type: Note Abstract: Provides tools and methodologies that allow forecasting demand for innovative new products. Highlights the Bass model--the theory behind it and ways to determine its parameters. Provides a detailed example of how to use the Bass model to forecast demand for satellite radio. Also covers ways to incorporate marketing mix variables and competition and explores the impact of these factors on the adoption and diffusion of an innovation. Finally, illustrates how to construct forecasts when early sales data are available via data-driven forecasting models. Subjects: Forecasting; Innovation; Marketing mixes; Marketing planning Length: 17p 76104 Title: Forget the Product Life Cycle Concept Author(s): Dhalla, Nariman K.; Yuspeh, Sonia Publication Date: 01/01/1976 Product Type: Harvard Business Review Article Abstract: Although the product life cycle (PLC) concept has been the mainstay of marketing strategy for many years, its accuracy and empirical basis are both questionable. In many cases, products do not develop along the traditional stages. The possible variations are so unpredictable that the most effective system employs unique information systems for each product. Product class, product form, and brand are the three stages of PLC, however, the model has little validity for brand life cycles. An effective model predicts sales drops and rises, and it serves as an indicator of the short-term success of strategy. Marketcommunication models greatly improve product life code models because they quantitatively measure the influences on sales, evaluate different opinions, and provide advance warning signals. Subjects: Brands; Marketing strategy; Product life cycle; Product management Length: 10p 580141 Title: Fortress Rubber Co. Author(s): Newton, Derek A.; Mancuso JR Publication Date: 05/08/1980 Product Type: Case (Field) Abstract: Describes process of psychological assessment in selecting salesmen. Based on Plymouth Rubber Co. Geographic Setting: Massachusetts Industry Setting: Rubber industry Company Size: mid-size Gross Revenues: $60 million annual sales Subjects: Personnel management; Personnel selection; Sales management Length: 10p F0405B Title: Found in Translation Author(s): Nunes, Paul F.; Dull, Stephen Publication Date: 05/01/2004 Product Type: Harvard Business Review Article Abstract: Companies struggling to rejuvenate tired brands may want to look east. SoBe beverages, Nissan, and others are exploiting Westerners' fascination with products that are--or merely seem--Asian. Geographic Setting: Asia Subjects: Asia; Brand management; Consumer marketing; Marketing strategy Length: 1p Year New: 2004 4453BC Title: Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities Author(s): Zaltman, Gerald; Zaltman,
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Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter Abstract: This chapter introduces some of the social, psychological, physical, and neurological bases for the deep metaphors that can help managers better understand the hearts and minds of consumers. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors; (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit; (4454BC) Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking; (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking; (4456BC) Journey: How the Meeting of Past, Present, and Future Affects Consumer Thinking; (4457BC) Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking; (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking; (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking; (4460BC) Control: How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking; (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering--Understanding the Minds of Consumers. Subjects: NO SUBJECTS(KEYWORDS) Length: 21p List Price: $6.95 Year New: 2007 502045 Title: Four Products: Predicting Diffusion Author(s): Gourville, John T. Publication Date: 11/15/2001 Revision Date: 09/11/2002 Product Type: Case (Field) Abstract: One of the critical tasks in the marketing of new innovations is predicting demand and rates of diffusion for those products. Focuses on four innovative products from different domains. Although one can speculate on the scope and rate of diffusion for each of these products independently, it's helpful to compare and contrast diffusion across these products. Doing so allows one to focus on the "levers" or product characteristics that influence product diffusion, making one product a star and another a dog. Importantly, looking across products allows one to pick up on things that get lost in discussing a single product. May be used with: (505075) Note on Innovation Diffusion: Rogers' Five Factors.
Marketing
Subjects: Demand analysis; Innovation; Market research; Product introduction; Technology Length: 9p Supplementary Materials: Teaching Note, (504043), 12p, by John T. Gourville 506050 Title: Four Products: Predicting Diffusion (2006) Author(s): Gourville, John T. Publication Date: 01/18/2006 Revision Date: 08/22/2006 Product Type: Case (Field) Abstract: One of the critical tasks in the marketing of new innovations is predicting demand and rates of diffusion for those products. Focuses on four innovative products from different domains. Although one can speculate on the scope and rate of diffusion for each of these products independently, it's helpful to compare and contrast diffusion across these products. Doing so allows one to focus on the "levers" or product characteristics that influence product diffusion, making one product a star and another a dog. Importantly, looking across products allows one to pick up on things that get lost in discussing a single product. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2006 88401 Title: Four Steps to Forecast Total Market Demand Author(s): Barnett, F. William Publication Date: 07/01/1988 Product Type: Harvard Business Review Article Abstract: Forecasting total market demand can be crucial to creating a smart marketing strategy. Some companies--and even whole industries-have learned the hard way that a product's historical demand curve doesn't necessarily predict future demand. An accurate total market demand forecast can yield clues about future product performance. Here are the four steps to creating one: 1) define the market, 2) divide total industry demand into segments, 3) find out what drives demand in each segment and project how those drivers might change, and 4) assess the risks to the forecast and decide which assumptions are most critical to success. Just going through this process can help managers better understand the real world in which they operate. Subjects: Corporate strategy; Demand analysis; Economic analysis; Forecasting; Industry analysis; Market analysis; Market segmentation Length: 7p U9809B Title: The Fourfold Path to Figuring Out What Your Customers Really Want Author(s): Billington, Jim Publication Date: 09/01/1998 Product Type: Harvard Management Update Article Abstract: Purchase-intention surveys are frequently used to predict sales of new products. But current research suggests what many managers have long known: all too often, the intent to purchase does not translate into an actual purchase. Why are customers so difficult to figure out? Is market research no more reliable than reading tea leaves? Not exactly. Nimble marketing minds have learned how to glean insight into customer behavior despite the inherent unpredictability. It requires keen powers of observation, deep listening, and a nuanced appreciation for the various contexts in which customers may use products, as well as a Zen-like watchfulness. Subjects: Consumer behavior; Consumer marketing; Market research Length: 3p List Price: $4.50 CMR209 Title: A Framework for Customer Relationship Management Author(s): Winer, Russell S. Publication Date: 07/01/2001 Product Type: CMR Article Publisher: California Management Review Abstract: The essence of the information technology revolution and, in particular, the World Wide Web is the opportunity afforded companies to choose how they interact with their customers. The web allows companies to build better relationships with customers than has been previously possible in the offline world. This revolution in customer relationship management (CRM) has been referred to as the new "mantra" of marketing. However, a problem is that CRM means different things to different people. This article develops a comprehensive CRM model incorporating seven phases: database creation, analysis of the database, customer selection, customer targeting, relationship marketing, privacy issues, and new metrics necessary for evaluating the CRM effort. Also discusses the implications of CRM for future marketing organizations. Subjects: Customer relations; Electronic commerce; Information technology; Internet; Marketing information systems; Models; World Wide Web
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584083 Title: Framework for Focusing on Legal Aspects of Marketing Author(s): Cady, John F. Publication Date: 02/22/1984 Product Type: Note Abstract: Provides a basis for discussing legal aspects of marketing strategy in an MBA-level marketing strategy course. Focuses on the elements of the marketing mix and the impact of the legal system on marketing decisions. Subjects: Legal aspects of business; Marketing mixes; Marketing strategy; Public policy Length: 28p 81A007 Title: Frank W. Horner Ltd. Author(s): Quelch, John A. Publication Date: 01/01/1981 Revision Date: 01/10/1994 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Mr. Peter McLoughlin, marketing manager for over-the-counter products at the drug company of Frank W. Horner Ltd. of Montreal, is planning his 1978-79 communications strategy for Fevertest. Described by McLoughlin as "our first real consumer-type promotion," Fevertest consisted of a thin plastic strip which, when applied to the forehead, indicated whether or not an individual had a fever. McLoughlin wondered whether he could improve sales by investing in television advertising, an approach that had not been used during the initial promotional campaign. Geographic Setting: Quebec Industry Setting: Chemical industry Company Size: mid-size Subjects: Advertising; Canada; Marketing management; Pharmaceuticals Length: 21p 502S16 Title: FreeMarkets OnLine, Spanish Version Author(s): Rangan, V. Kasturi Publication Date: 08/08/2002 Product Type: LACC Case Abstract: The marketing strategy of an entrepreneurial start-up engaged in electronic purchasing for large manufacturers is described. By creating an electronic bidding platform, the company has been able to cut down procurement costs by about 15%. The case question concerns how this company should now go to scale. Geographic Setting: United States Industry Setting: Industrial goods
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Company Size: start-up Number of Employees: 35 Gross Revenues: $2 million revenues Subjects: Distribution channels; Electronic commerce; Industrial goods; Industrial markets; Marketing strategy; Purchasing Length: 21p 598109 Title: FreeMarkets OnLine Author(s): Rangan, V. Kasturi Publication Date: 02/27/1998 Revision Date: 02/26/1999 Product Type: Case (Field) Abstract: Describes the marketing strategy of an entrepreneurial start-up engaged in electronic purchasing for large manufacturers. By creating an electronic bidding platform, the company has been able to cut down procurement costs by about 15%. The case question concerns how this company should now go to scale. Geographic Setting: United States Industry Setting: Industrial goods Company Size: start-up Number of Employees: 35 Gross Revenues: $2 million revenues Subjects: Distribution channels; Electronic commerce; Industrial goods; Industrial markets; Marketing strategy; Purchasing Length: 20p Supplementary Materials: Teaching Note, (599130), 9p, by V. Kasturi Rangan BESTSELLER 501021 Title: Freeport Studio Author(s): Lal, Rajiv; Weber, James B. Publication Date: 09/05/2000 Revision Date: 02/14/2007 Product Type: Color Case Abstract: Describes the start-up and first-year difficulties of Freeport Studio, a unit of L.L. Bean, founded in 1998 to sell women's clothing by catalog. First-year sales were far below plan, and projected profits did not materialize. Fran Philip must identify the problems and plan what must be done to make the unit profitable by year two. Includes color exhibits. Geographic Setting: Freeport, ME Industry Setting: Catalog industry; Retail industry Number of Employees: 4,000 Gross Revenues: $1 billion revenues Subjects: Demand analysis; Direct marketing; Growth strategy; Market research; Marketing strategy; Retailing Length: 27p Supplementary Materials: Teaching Note, (502087), 9p, by Rajiv Lal 375397 Title: Fried Chicken in Japan Author(s): Tsurumi Y Publication Date: 06/23/1975 Revision Date: 10/17/1975 Product Type: Case (Library) Abstract: Kentucky Fried Chicken is brought to Japan by Mitsubishi Corp. American marketing manuals and knowhow go through drastic adaptations due to changes in socio-economic environment of fast food industry between Japan and the U.S. Geographic Setting: Japan Industry Setting: Fast food industry Company Size: large Subjects: Cross cultural relations; Fast food industry; International marketing; Japan; Marketing mixes; Marketing organization Length: 19p 599035 Title: The Friendly Fenway Program: The Value of Experience Enhancement Author(s): Greyser, Stephen A. Publication Date: 06/17/1999 Revision Date: 08/10/2004 Product Type: Case (Field) Abstract: The marketing head of the Boston Red Sox is reviewing the team's "Friendly Fenway" fan satisfaction program. The program is described in the context of the team's on-the-field performance, the ballpark's character, and team marketing and fan-building in general. The revenue implications of increased customer satisfaction are also raised, within the framework of team economics. Geographic Setting: New England Industry Setting: Baseball Subjects: Brand equity; Consumer marketing; Customer relations; Service management; Sports Length: 10p 577062 Title: Friendly Ice Cream Corp.: Advertising Strategy for New England Author(s): Buzzell, Robert D.; Hanson KS Publication Date: 11/01/1976 Revision Date: 08/23/1984 Product Type: Case (Field) Abstract: The director of marketing, Chuck Porter-Shirley, proposes extension of a Friendly Ice Cream Corp.'s advertising campaign. The ad campaign had been used in new Friendly markets successfully and Porter-Shirley was suggesting it be extended to Friendly's oldest and bestestablished market, New England. Geographic Setting: New England Industry Setting: Restaurant industry Gross Revenues: $154 million sales Subjects: Advertising campaigns;
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Advertising media; Fast food industry; Public relations; Restaurants Length: 27p 906405 Title: Friona Industries: Delivering Better Beef Author(s): Goldberg, Ray A.; Shelman, Mary; Knoop, Carin-Isabel Publication Date: 10/24/2005 Revision Date: 05/03/2007 Product Type: Case (Field) Abstract: CEO James Herring of Friona Industries, a leading U.S. cattle feedlot operator, has a history of leadership in the highly fragmented and often contentious U.S. beef industry. Friona has established relationships up and down the beef production chain to provide high-quality, consistently tender beef that consumer's value. In 2005, Friona is partnering with Cargill, the leading U.S. meatpacker, to produce private-label beef products for grocery retailers such as Harris Teeter and Safeway. Will the introduction of highquality, reasonably priced beef lead to higher sales for the retailer and ultimately stronger margins for Friona? Geographic Setting: United States Industry Setting: Agribusiness; Beef industry Number of Employees: 275 Gross Revenues: $400 million revenues Event Year Start: 2005 Event Year End: 2005 Subjects: NO SUBJECTS(KEYWORDS) Length: 26p 582110 Title: Frito-Lay, Inc. (A) Author(s): Bonoma, Thomas V. Publication Date: 02/18/1982 Revision Date: 11/27/1985 Product Type: Case (Field) Abstract: The president, executive vice president, and vice president of marketing and sales give differing accounts of what makes Frito-Lay, Inc. (FLI) excel at marketing. Overviews the snack industry, FLI's position in it, and the company's market methods. Concludes with a day in the truck with an FLI driver-salesperson. The (A) case may be used alone as an inquiry into marketing excellence, or it may be taught as the first case in the Frito-Lay series (C) and (D). Geographic Setting: Dallas, TX Industry Setting: Snack food industry Gross Revenues: $1.3 billion sales Subjects: Food; Industry analysis; Management philosophy; Marketing implementation Length: 24p Supplementary Materials: Teaching
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Note, (583136), 18p, by Thomas V. Bonoma; Teaching Note, (591087), 12p, by Frank V. Cespedes 582111 Title: Frito-Lay, Inc. (C) Author(s): Bonoma, Thomas V. Publication Date: 02/24/1982 Revision Date: 07/31/1982 Product Type: Case (Field) Abstract: Concerns the preliminary rollout of Grandma's Cookies and Snack Bars. This is FLI's $20 million gamble to play its distribution strengths into a $100 million sweet snack franchise. The initial data show some preliminary problems with the supermarket placements of Grandma's. The decision issue is whether and how to modify the rollout in a new FLI zone. Geographic Setting: Dallas, TX Industry Setting: Snack food industry Gross Revenues: $1.3 billion sales Subjects: Distribution planning; Food; Marketing implementation; Marketing planning; New product marketing Length: 22p Supplementary Materials: Supplement (Field), (582112), 2p, by Thomas V. Bonoma; Teaching Note, (583137), 18p, by Thomas V. Bonoma 582112 Title: Frito-Lay, Inc. (D) Author(s): Bonoma, Thomas V. Publication Date: 02/24/1982 Revision Date: 07/31/1982 Product Type: Supplement (Field) Abstract: Gives three months' additional placement data from the test zones for the students' consideration. Intended to be given out just after they make up their minds on Frito-Lay, Inc. (C). Must be used with: (582111) Frito-Lay, Inc. (C). Industry Setting: Food industry Subjects: Distribution planning; Food; Marketing implementation; Marketing planning; New product marketing Length: 2p Supplementary Materials: Teaching Note, (583137), 18p, by Thomas V. Bonoma 584043 Title: Frito-Lay, Inc.: Grandma's "Ready-to-Eat" Cookies Author(s): Bonoma, Thomas V.; Carlson, Karen A.; Kane, Margaret L. Publication Date: 11/18/1983 Revision Date: 12/31/1984 Product Type: Case (Field) Abstract: Mr. Kenneth Treece, marketing director of Frito-Lay's Grandma's (R) Cookie division has received the final test market figures for the new supermarket line of Grandma's Ready-To-Eat cookies. One set of data, the Kansas City test results, was extremely encouraging; market share was 50% higher than management had projected. Although the results of the Northwest region test were not as positive, they seemed to justify continuing the rollout. In light of these conflicting test figures and the previously less than satisfactory performance of Grandma's in single-serve packages, Mr. Treece wonders how he can change the rollout specifics to better ensure the success of the new packaged Grandma's line. Geographic Setting: Kansas City, KS Industry Setting: Snack food industry Company Size: Fortune 500 Gross Revenues: $1.9 billion sales Subjects: Brands; Consumer marketing; Food; Marketing implementation; New product marketing; Test markets Length: 26p Supplementary Materials: Teaching Note, (585160), 11p, by Thomas V. Bonoma, Shirley M. Spence 267XBC Title: From Brand Acquisitions to Brand Rationalization Author(s): Kumar, Nirmalya Publication Date: 04/01/2004 Product Type: HBS Press Chapter Abstract: Of all the tangible assets that a company owns, brands are perhaps the most prized. The first step to leveraging these assets fully is to assess the brand portfolio. This chapter provides methods of removing marketing support for marginal brands, trimming the supply chain, purging unprofitable products, and reducing organizational complexity and redundancy. Only then will disproportionate investments of resources, talent, and innovation in the surviving brands deliver top-line growth. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine; (2548BC) The Marketing Mix; (2661BC) From Market Segments to Strategic Segments; (270XBC) Managing Customer Acquisitions; (2718BC) Managing Customer Retention; (2726BC) Enhancing Customer Equity Through Add-On Selling; (2750BC) Market Research: Listen and Learn; (2688BC) From Declining to Growing Distribution Channels; (2696BC) From Branded Bulldozers to Global Distribution Partners. Subjects: NO SUBJECTS(KEYWORDS) Length: 34p List Price: $6.95 Year New: 2005 2696BC Title: From Branded Bulldozers to Global Distribution Partners
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Author(s): Kumar, Nirmalya Publication Date: 04/01/2004 Product Type: HBS Press Chapter Abstract: This chapter describes how global retailers often account for more than half of a supplier's business, giving these retailers tremendous negotiating clout over suppliers and prices. As more and more distribution channels consolidate worldwide, manufacturers must develop global retailing and distribution channels, allowing suppliers to get the best stock worldwide at the best prices and better serving their customers and themselves. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine; (2548BC) The Marketing Mix; (2661BC) From Market Segments to Strategic Segments; (267XBC) From Brand Acquisitions to Brand Rationalization; (2688BC) From Declining to Growing Distribution Channels; (270XBC) Managing Customer Acquisitions; (2718BC) Managing Customer Retention; (2726BC) Enhancing Customer Equity Through Add-On Selling. Subjects: NO SUBJECTS(KEYWORDS) Length: 36p List Price: $6.95 Year New: 2005 2688BC Title: From Declining to Growing Distribution Channels Author(s): Kumar, Nirmalya Publication Date: 04/01/2004 Product Type: HBS Press Chapter Abstract: Seeking relief from declining distribution networks, senior executives cannot overlook innovative channels that reach new market segments while significantly cutting costs. But rather than haphazardly reacting to new channels, Kumar argues in this chapter that CEOs should evaluate their own distribution models to be proactive in setting the new competitive standards. Channel migration strategies are included to help executives exploit current innovations while developing new ones. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine; (2548BC) The Marketing Mix; (2661BC) From Market Segments to Strategic Segments; (267XBC) From Brand Acquisitions to Brand Rationalization; (2696BC) From Branded Bulldozers to Global Distribution Partners; (270XBC) Managing Customer Acquisitions; (2718BC) Managing Customer Retention; (2726BC) Enhancing Customer Equity Through Add-On Selling. Subjects: NO
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SUBJECTS(KEYWORDS) Length: 32p List Price: $6.95 Year New: 2005 F00204 Title: From Managing Pills to Managing Brands Author(s): Corstjens, Marcel; Carpenter, Marie Publication Date: 03/01/2000 Product Type: Harvard Business Review Article Abstract: Data show that the top-selling drugs today are not the products of breakthrough science. That's why drug companies need to learn the lessons of marketing that consumer-goods manufacturers know so well. Industry Setting: Pharmaceutical industry Subjects: Brand management; Consumer marketing; Pharmaceuticals industry Length: 2p 2661BC Title: From Market Segments to Strategic Segments Author(s): Kumar, Nirmalya Publication Date: 04/01/2004 Product Type: HBS Press Chapter Abstract: After mastering the "four Ps" that help marketers identify and target market segments, the next step is building the value network--the crossfunctional orchestration of activities that use the firm's individual competences, processes, and assets to increase profit margin. This chapter proposes a "three Vs" approach--valued customer, value proposition, and value network--to help firms realize organizationwide strengths that better leverage products and services. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine; (2548BC) The Marketing Mix; (267XBC) From Brand Acquisitions to Brand Rationalization; (270XBC) Managing Customer Acquisitions; (2718BC) Managing Customer Retention; (2726BC) Enhancing Customer Equity Through Add-On Selling; (2750BC) Market Research: Listen and Learn; (2688BC) From Declining to Growing Distribution Channels; (2696BC) From Branded Bulldozers to Global Distribution Partners. Subjects: NO SUBJECTS(KEYWORDS) Length: 32p List Price: $6.95 Year New: 2005 253XBC Title: From Marketing as a Function to Marketing as a Transformational Engine Author(s): Kumar, Nirmalya Publication Date: 04/01/2004 Product Type: HBS Press Chapter Abstract: This chapter emphasizes that although the marketing function in organizations has declined, the need for marketing has never been greater. However, to rescue themselves from the corporate obscurity that comes from responsibility for implementing tactics-the traditional "four Ps" of product, place, price, and promotion--marketers must start driving overall strategic change. They must help CEOs lead organizationwide transformational initiatives that deliver substantial revenue growth and increased profitability. May be used with: (2548BC) The Marketing Mix; (2661BC) From Market Segments to Strategic Segments; (270XBC) Managing Customer Acquisitions; (2718BC) Managing Customer Retention; (2726BC) Enhancing Customer Equity Through Add-On Selling; (2750BC) Market Research: Listen and Learn; (2688BC) From Declining to Growing Distribution Channels; (267XBC) From Brand Acquisitions to Brand Rationalization; (2696BC) From Branded Bulldozers to Global Distribution Partners. Subjects: NO SUBJECTS(KEYWORDS) Length: 30p List Price: $6.95 Year New: 2005 77605 Title: From Sales Obsession to Marketing Effectiveness Author(s): Kotler, Philip Publication Date: 11/01/1977 Product Type: Harvard Business Review Article Abstract: U.S. companies confuse marketing effectiveness with sales effectiveness. Executives determine whether an organization understands and practices marketing by conducting a marketing effectiveness audit. The audit rates marketing effectiveness in each of five major functions: customer philosophy, integrated marketing organization, adequate marketing information, strategic orientation, and operational efficiency. The resulting score tells where the organization falls on a scale ranging from no marketing effectiveness to superior effectiveness. Subjects: Marketing management; Sales management Length: 8p 576214 Title: Fuji Photo Film Co. Ltd. Author(s): Wiechmann, Ulrich E. Publication Date: 05/03/1976
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Product Type: Case (Field) Abstract: Management has to decide what action to take for a new audio tape cassette. Potentially, the new product could not only significantly improve the company's competitive position in the tape cassette market, but also cannibalize sales of its existing cassette products. Management has to decide how best to position the new product in terms of price. The decision is complicated by the fact that prices for different lengths of tape have to be determined and that competitive lead time is expected to be no longer than one year. Geographic Setting: Japan Industry Setting: Electronics industry Company Size: large Gross Revenues: $500 million sales Subjects: Diversification; Entertainment industry; Japan; Marketing strategy; Pricing; Product introduction; Product lines Length: 16p 587122 Title: Functional Integration: Getting All the Troops to Work Together Author(s): Shapiro, Benson P. Publication Date: 03/26/1987 Revision Date: 11/09/1989 Product Type: Note Abstract: Explains the need for functional integration and the four ways to obtain it. A bibliography is provided. The note is managerial rather than scholarly in tone. Subjects: Careers & career planning; Conflict; Corporate culture; Interdepartmental relations; Organizational structure Length: 14p 86613 Title: Fund-Raising Lessons from HighTech Marketing Author(s): Riggs, Henry E. Publication Date: 11/01/1986 Product Type: Harvard Business Review Article Abstract: The needs of the institution come first in fund raising, but it is also important to understand the reasons why people give. This dual consideration can be compared with what one might encounter at a high-tech company. There the "product" is a blend of the perceived wants of the market (the outside) with the creations of the company's engineers and technicians (the inside). The fund raiser, in this sense, orchestrates on behalf of the organization exterior and interior factors. Subjects: High technology products; Marketing strategy; Nonprofit organizations
Marketing
Length: 3p HKU705 Title: Future of Avon's China: Direct Sales, Retail Sales or Both Author(s): Li, Dongya; Tao, Zhigang; Chan, Isabella Publication Date: 05/26/2007 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: On 9 April 2005, the leading global direct-sales cosmetics company, Avon, gained exclusive rights from the Chinese government to test the directselling model in China. This provided Avon a rare opportunity to expand its business, especially given that the demand for cosmetics in China had skyrocketed in the past decades. Since China banned the direct sales model in 1998, Avon had successfully adopted the traditional sales model of boutique and counter stores. Although the direct sales model had worked well for Avon in almost all other markets in the world, the traditional sales model had proved to be very successful in China. How should Avon exploit this opportunity of direct selling in China? Geographic Setting: China Industry Setting: Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Supplementary Materials: Teaching Note, (HKU706), 8p, by Dongya Li, Zhigang Tao, Isabella Chan Year New: 2007 9535 Title: The Future of Competition: CoCreating Unique Value with Customers Author(s): Prahalad, C. K.; Ramaswamy, Venkatram Publication Date: 12/15/2003 Product Type: HBS Press Book Abstract: In this visionary book, C. K. Prahalad and Venkat Ramaswamy explore why, despite unbounded opportunities for innovation, companies still can't satisfy customers and sustain profitable growth. The explanation for this apparent paradox lies in recognizing the structural changes brought about by the convergence of industries and technologies; ubiquitous connectivity and globalization; and, as a consequence, the evolving role of the consumer from passive recipient to active co-creator of value. Managers need a new framework for value creation. Increasingly, individual customers interact with a network of firms and consumer communities to cocreate value. No longer can firms autonomously create value. Neither is value embedded in products and services per se. Products are but an artifact around which compelling individual experiences are created. As a result, the focus of innovation will shift from products and services to experience environments that individuals can interact with to co-construct their own experiences. These personalized co-creation experiences are the source of unique value for consumers and companies alike. In this emerging opportunity space, companies must build new strategic capital--a new theory on how to compete. This book presents a detailed view of the new functional, organizational, infrastructure, and governance capabilities that will be required for competing on experiences and co-creating unique value. C. K. Prahalad is the Harvey C. Fruehauf Professor of Business Administration at the University of Michigan Business School and co-author of the landmark best seller, Competing for the Future. His research, for over twenty years, has consistently focused on "next" practices. Venkat Ramaswamy is the Michael R. and Mary Kay Hallman Fellow of Electronic Business and Professor of Marketing at the University of Michigan Business School. His research focuses on new frontiers in co-creating value. Subjects: Competitive decision making; Consumer behavior; Consumer marketing; Customer relations; Market research; Marketing strategy; Product development; Values Length: 272p List Price: $39.95 NEW 502025 Title: The Future of Hybrid Electric Vehicles Author(s): Gourville, John T.; Lane, David; Tzou, Alice Publication Date: 02/01/2002 Revision Date: 04/16/2002 Product Type: Case (Library) Abstract: Set in 2002, this case looks at the potential for hybrid electric vehicles in the United States. Looks at the pressures on the automotive industry to produce a commercially viable, environmentally friendly vehicle and the consumer behavior surrounding purchase of those vehicles. Traces efforts over the years to produce electric vehicles, hybrid electric vehicles, and fuel-cell vehicles. Presents the questions of whether and why hybrid electric vehicles will succeed where other alternative-fuel vehicles have failed. Geographic Setting: United States Industry Setting: Automotive industry Subjects: Automobiles; Innovation; Marketing strategy Length: 23p Supplementary Materials: Teaching
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96607 Title: The Future of Interactive Marketing Author(s): Editors Publication Date: 11/01/1996 Product Type: Harvard Business Review Article Abstract: Is interactivity the greatest marketing opportunity of all time? Or does it represent 101 ways to lose money? If it is an opportunity, how will it manifest itself? What will interactive marketing look like, and what will it mean for customers and for companies? Those were some of the questions explored in May 1996 at the Harvard Business School Conference on the Future of Interactive Marketing. HBR's Perspectives, introduced by conference chairman John Deighton, capture some of the highlights of the discussions. Commentator Martin Levin of Microsoft Corp., for example, stresses the importance of making sure a company's use of the Web is appropriate; Patrick Barwise of London Business School discusses security issues; Stephen Haeckel of IBM's Advanced Business Institute notes that surprises are fundamental to progress in exploiting interactive technology; Richard Tedlow of the Harvard Business School takes a skeptical stance with regard to the often dazzling claims made for high-tech interactivity. Eight other commentators from the busness world, academia, and government also offer insights. Subjects: Market segmentation; Marketing implementation; Marketing management; Marketing planning; Marketing strategy Length: 13p 592017 Title: G. Heileman Brewing Co. (A): Power Failure at PowerMaster Author(s): Greyser, Stephen A.; Schille, Wendy Publication Date: 09/01/1991 Revision Date: 12/11/1991 Product Type: Case (Library) Abstract: In June 1991, Heileman announced plans to introduce a highalcohol malt liquor under the name PowerMaster (PM). Although the company claimed PM would be positioned as an upscale product and marketed on the basis of its superior taste, minority advocates and alcohol foes quickly assailed the company for targeting lower-income, inner-city black consumers. In the wake of protests, the Bureau of Alcohol, Tobacco, and Firearms (BATF), which had previously approved the PM product, initiated a
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review of PM and several other highalcohol malt liquor products that BATF considered to be in violation of federal law prohibiting brewers from stating or even implying the alcohol content of their products. Shortly after, BATF requested that Heileman remove the word "power" from PM's label. Heileman cancelled plans to launch the product. The case encompasses both target marketing and ethical issues. Illustrates a problem faced by many American brewers: How can these companies increase beer sales in a slow-growing, increasingly saturated market, which is completely dominated by the Anheuser-Busch companies? Geographic Setting: United States Industry Setting: Beer Company Size: large Subjects: Advertising; Beverages; Consumer marketing; Diversity; Ethics; Regulated industries Length: 12p Supplementary Materials: Supplement (Library), (592018), 3p, by Stephen A. Greyser, Wendy Schille; Supplement (Library), (592049), 6p, by Stephen A. Greyser, Wendy Schille; Teaching Note, (596037), 5p, by Mary Gentile 592018 Title: G. Heileman Brewing Co. (B): The "Nightline" Decision Author(s): Greyser, Stephen A.; Schille, Wendy Publication Date: 11/05/1991 Product Type: Supplement (Library) Abstract: Supplements the (A) case. Must be used with: (592017) G. Heileman Brewing Co. (A): Power Failure at PowerMaster. Industry Setting: Advertising industry; Regulated industries Subjects: Advertising; Beverages; Consumer marketing; Diversity; Ethics; Regulated industries Length: 3p Supplementary Materials: Teaching Note, (596037), 5p, by Mary Gentile 592049 Title: G. Heileman Brewing Co. (C): Public Controversy Over PowerMaster Author(s): Greyser, Stephen A.; Schille, Wendy Publication Date: 11/05/1991 Product Type: Supplement (Library) Abstract: Supplements the (A) case. Designed as an in-class handout. Must be used with: (592017) G. Heileman Brewing Co. (A): Power Failure at PowerMaster. Industry Setting: Advertising industry; Regulated industries Subjects: Advertising; Beverages; Consumer marketing; Diversity; Ethics; Regulated industries Length: 6p Supplementary Materials: Teaching Note, (596037), 5p, by Mary Gentile 585010 Title: G.D. Searle & Co.: Equal LowCalorie Sweetener (A) Author(s): Clarke, Darrel G. Publication Date: 11/08/1984 Product Type: Case (Field) Abstract: Equal low calorie sweetener was held up eight years awaiting FDA approval. When finally approved it had a great cost disadvantage over existing competition. Pricing and advertising policy and the source of business were critical issues in planning the introduction. A BehaviorScan test was begun to obtain this information. Five months into the twelve-month test the product manager wants to introduce the product. May be used with: (585011) G.D. Searle & Co.: Equal Low-Calorie Sweetener (B); (586023) G.D. Searle & Co.: Equal Low-Calorie Sweetener (C). Geographic Setting: Chicago, IL Industry Setting: Food industry Subjects: Advertising; Consumer behavior; Economic analysis; Food; New product marketing; Pricing; Test markets Length: 23p 585011 Title: G.D. Searle & Co.: Equal LowCalorie Sweetener (B) Author(s): Clarke, Darrel G. Publication Date: 11/08/1984 Product Type: Case (Field) Abstract: Twelve months into the BehaviorScan test, Equal has been introduced nationwide. Pricing policy can still be adapted. Advertising still shows no measurable effect on Equal's sales. How should the marketing policy be adjusted? Should the BehaviorScan test be extended? May be used with: (585010) G.D. Searle & Co.: Equal Low-Calorie Sweetener (A); (586023) G.D. Searle & Co.: Equal Low-Calorie Sweetener (C). Geographic Setting: Chicago, IL Industry Setting: Food industry Subjects: Advertising; Consumer behavior; Economic analysis; Food; New product marketing; Pricing; Test markets Length: 26p 586023 Title: G.D. Searle & Co.: Equal LowCalorie Sweetener (C) Author(s): Clarke, Darrel G. Publication Date: 07/23/1985 Product Type: Case (Field) Abstract: Discusses an extension of the BehaviorScan test described in the (A) and (B) cases of the same name. The focus of the additional testing is on promotion response--display, feature,
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and coupon. May be used with: (585010) G.D. Searle & Co.: Equal LowCalorie Sweetener (A); (585011) G.D. Searle & Co.: Equal Low-Calorie Sweetener (B). Geographic Setting: Chicago, IL Industry Setting: Consumer products Company Size: large Subjects: Advertising; Consumer behavior; Economic analysis; Food; Market research; Pricing Length: 21p 505030 Title: G.I. JOE: Marketing an Icon Author(s): McGovern, Gail Publication Date: 09/20/2004 Revision Date: 03/08/2007 Product Type: Color Case Abstract: In the winter of 2003, Billy Lagor, the Hasbro toy company's brand manager for G.I. JOE, faced a set of decisions that would ultimately determine the 2004 marketing plan for the G.I. JOE brand. Under consideration were three different ways to market the military action figure: use traditional media: supplement traditional media with a short, animated DVD; or rely entirely on nontraditional marketing. In evaluating these options, Lagor grappled with a more basic question: What is the nature of the G.I. JOE and Hasbro brands? Should he market G.I. JOE as a short-term fad or as a marquee property akin to the Barbie franchise? Includes color exhibits. Geographic Setting: Providence, RI Industry Setting: Toy industry Subjects: Brand management; Brands; Marketing strategy; Product life cycle; Product positioning; Toy industry Length: 21p Supplementary Materials: Teaching Note, (506012), 15p, by Gail McGovern 582045 Title: GCC Beverages, Inc. Author(s): Goldberg, Ray A.; Coyman D Publication Date: 09/01/1981 Revision Date: 02/11/1982 Product Type: Case (Field) Abstract: Evaluates three proposals for long-term sourcing of high fructose corn sweetener. Objectives are to show: role of contracts in lessening uncertainty of price in a volatile market; influences on pricing of corn and sugar; and how to measure different contracts. Geographic Setting: Massachusetts Industry Setting: Bottling & distribution industry Gross Revenues: $400 million revenues Subjects: Beverages; Contracts; Pricing Length: 30p
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189118 Title: GI Wars: Tums vs. Rolaids-Positioning Over-the-Counter Drugs Author(s): Herzlinger, Regina E.; Benedict, Richard L. Publication Date: 03/27/1989 Revision Date: 08/08/1989 Product Type: Case (Field) Abstract: Warner-Lambert's brand Rolaids is under increasing competition both from its long-standing rival Tums and from drugs which may move from prescription-only status to the over-thecounter market. The case reviews the brand strategies for both Tums and Rolaids, indicates other and potential consumer antacids, and generally reviews recent changes in FDA and consumer attitudes on drugs. Designed both to challenge the student to plot a strategy for the Rolaids brand and to consider the issues involved in selling drugs directly to consumers. Geographic Setting: New York, NY Industry Setting: Consumer products; Pharmaceutical industry Company Size: Fortune 500 Gross Revenues: $3.5 billion sales Subjects: Competition; Marketing strategy; Pharmaceuticals; Product management Length: 20p 509004 Title: GLOBALGAP: Food Safety and Private Standards Author(s): Bell, David E.; Shelman, Mary Publication Date: 01/05/2009 Product Type: Case (Field) Abstract: In response to new laws governing liability and several food safety scares in the 1990s, European retailers drove the creation of a universal production standard based on Good Agricultural Practices (GAP) for fresh fruit and vegetables and a third-party certification system to monitor compliance. By 2008, the GLOBALGAP standard had expanded to cover coffee, tea, livestock, and aquaculture. Over 90,000 producers in 87 countries had been certified. Looking ahead, GLOBALGAP's board and management were discussing a number of questions, including: should GAP include environmental and social aspects beyond food safety; what was GLOBALGAP's role outside of Europe; and how GLOBALGAP as a 'hidden asset' compared to ethical labels such as Fair trade. Industry Setting: Agribusiness; Agriculture industry; Food supply industry; Forestry, fishing & hunting Number of Employees: 10 Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 22p HKU615 Title: GOME Electrical Appliances Holding Limited: The "Tuangou" Challenge Author(s): Yen, Benjamin; Lee, Andrew Publication Date: 12/08/2006 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: GOME, founded by Wong Kwongyu, had grown from merely a 100square-metre store in Beijing in 1987 to the industry leader in electrical and home appliance retailing in China, with 259 traditional stores and 4 digital stores by 2006. Its success stemmed from its low-margin, high-volume strategy, which was complemented by its striving for service quality and innovation. In 2006, GOME faced the new challenge of tuangou, or group purchase. In order to amass bargaining power to demand discounts from retailers, consumers with similar needs in China united through the Internet and showed up en masse at retailers at pre-arranged times and dates. They would put relentless pressure on retailers and would press for greater discounts. This emerging consumer behavior had spread like wildfire in China and retailers had different reactions. Some yielded to the pressure and offered greater discounts, some only entertained tuangou that had been pre-arranged and/or preregistered, while others refused to give in and maintained a fixed-price policy. It was up to GOME to determine how best it could deal with this new phenomenon. Geographic Setting: China Industry Setting: Retail & wholesale Subjects: NO SUBJECTS(KEYWORDS) Length: 13p Supplementary Materials: Teaching Note, (HKU616), 7p, by Benjamin Yen, Andrew Lee Year New: 2006 6281BC Title: Gain Credibility and Buy-In: CMO Strategies for Facilitating Silo Cooperation Author(s): Aaker, David Publication Date: 10/21/2008 Product Type: HBS Press Chapter Abstract: Credibility is the key to CMO success at breaking down silo barriers and fostering cooperation and synergy. Without mutual respect, without an atmosphere where silos include or seek out the CMO's team, progress on crosssilo issues will be slow. This chapter introduces five routes to gaining credibility and buy-in for initiatives.
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605072 Title: Gallardo's Goes to Mexico Author(s): Christensen, Clayton M. Publication Date: 05/20/2005 Revision Date: 09/27/2005 Product Type: Case (Gen Exp) Abstract: The theories of market segmentation and brand building in Chapter 3, What Products Will Customers Want to Buy? in The Innovator's Solution by Clayton Christensen and Michael Raynor suggest that when companies segment markets and build brands in ways that match how the customer sees the market--customers hire products to get jobs done--their success rate in innovation increases. Gallardo's is a privately held firm whose products-salsas, sauces, and seasonings for Latin American dishes--were sold primarily in the southwestern United States. When the company had saturated that geographical market, its CEO decided to invade Mexico. Describes how Gallardo's marketers learned what jobs Mexican housewives hired these products to do. Shows how the company used these market insights to segment the market along different lines than its competitors. Gallardo's products and advertisements ended up spurring significant growth in the market, but most of the growth was captured by its primary competitor. What went wrong? Were Gallardo's branding and segmentation strategies consistent with the jobs-to-be-done model? Does the company have the chance to relaunch its products more successfully? Geographic Setting: Mexico; United States Industry Setting: Food industry Gross Revenues: $200 million revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Year New: 2005 502S29 Title: Gallo Rice, Spanish Version Author(s): Quelch, John A.; Laidler, Nathalie Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Describes a company marketing branded rice products to three different countries--Italy, Argentina, and Poland. Explores the differences and similarities between the countries in terms of consumers, competition, products, and margins. Teaching
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Purpose: Analysis of three different markets and transferability from different geographic markets of marketing mix variables. Geographic Setting: Italy; Argentina; Poland Industry Setting: Agribusiness Subjects: Agribusiness; Brands; International marketing; Product lines Length: 34p 593018 Title: Gallo Rice Author(s): Quelch, John A.; Laidler, Nathalie Publication Date: 03/15/1993 Revision Date: 01/06/1998 Product Type: Case (Field) Abstract: Describes a company marketing branded rice products to three different countries--Italy, Argentina, and Poland. Explores the differences and similarities between the countries in terms of consumers, competition, products, and margins. Geographic Setting: Italy; Argentina; Poland Industry Setting: Agribusiness Subjects: Agribusiness; Brands; International marketing; Product lines Length: 31p Supplementary Materials: Teaching Note, (594096), 7p, by John A. Quelch 577088 Title: Gant Shirtmakers Author(s): Greyser, Stephen A.; Young, Robert F. Publication Date: 01/04/1977 Revision Date: 11/17/1982 Product Type: Case (Field) Abstract: A national branded apparel manufacturer is concerned over the allocation of its total promotion budget between national media advertising and trade promotion. A specific decision must be made regarding cooperative advertising dollars. A secondary issue is the use of the Gant brand name to merchandise boys' wear and a new line of ladies' sportswear. Geographic Setting: New York, NY Industry Setting: Apparel industry Company Size: small Gross Revenues: $27 million sales Subjects: Advertising; Brands; Clothing; Marketing strategy; Retailing; Sales promotions Length: 28p 503S42 Title: The Gap, Inc.: Building a Brand, Spanish Version Author(s): Salmon, Walter J.; Wylie, David Publication Date: 10/13/1992 Revision Date: 07/17/2001 Product Type: LACC Case Abstract: Explores the circumstances under which a specialty store chain can profitably engage in large-scale nonprice advertising. Geographic Setting: San Francisco, CA Industry Setting: Retail industry Company Size: large Gross Revenues: $2.5 billion revenues Subjects: Advertising; Clothing; Retailing Length: 34p 593043 Title: The Gap, Inc.: Building a Brand Author(s): Salmon, Walter J.; Wylie, David Publication Date: 10/13/1992 Revision Date: 07/17/2001 Product Type: Case (Library) Abstract: Explores the circumstances under which a specialty store chain can profitably engage in large-scale nonprice advertising. Geographic Setting: San Francisco, CA Industry Setting: Retail industry Company Size: large Gross Revenues: $2.5 billion revenues Subjects: Advertising; Clothing; Retailing Length: 34p Supplementary Materials: Teaching Note, (594040), 8p, by David E. Bell M305A Title: Gardenburger Advertising Strategy (A) Author(s): Grier, Sonya; Chang, Victoria Publication Date: 04/22/2003 Product Type: Case (Field) Publisher: Stanford University Abstract: In 1997, Lyle Hubbard, CEO of Gardenburger, a producer and marketer of veggie burgers and meat alternative products, had called together his executive team to discuss Gardenburger's advertising strategy, which until then had consisted mainly of print ads in food service trade publications, trade shows, off-invoice promotions with distributors, in-store sampling, and radio advertising. When Hubbard arrived at Gardenburger, he had wanted to create a rapidly growing, highly profitable company by taking veggie burgers from a small health food niche to the consumer mainstream. He believed that key to achieving this strategy was establishing national distribution in the largest channel, the grocery channel (which Gardenburger had only penetrated 30% by the beginning of 1996); innovating with flavor variety (but generally focusing on the veggie patty vs. expanding into other meat alternatives); and creating broad consumer awareness and trial. May be used with: (M305B) Gardenburger Advertising Strategy (B).
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Geographic Setting: Portland, OR Industry Setting: Consumer products; Food & beverage industries; Frozen food industry Number of Employees: 70 Subjects: Advertising; Advertising campaigns; Advertising media; Advertising strategy; Brand management; Business history; Consumer goods; Entrepreneurship; Food; Growth strategy; Marketing strategy Length: 21p Year New: 2004 M305B Title: Gardenburger Advertising Strategy (B) Author(s): Grier, Sonya; Chang, Victoria Publication Date: 04/22/2003 Product Type: Case (Field) Publisher: Stanford University Abstract: In 1997, Lyle Hubbard, CEO of Gardenburger, a producer and marketer of veggie burgers and meat alternative products, had called together his executive team to discuss Gardenburger's advertising strategy, which until then had consisted mainly of print ads in food service trade publications, trade shows, off-invoice promotions with distributors, in-store sampling, and radio advertising. When Hubbard arrived at Gardenburger, he had wanted to create a rapidly growing, highly profitable company by taking veggie burgers from a small health food niche to the consumer mainstream. He believed that key to achieving this strategy was establishing national distribution in the largest channel, the grocery channel (which Gardenburger had only penetrated 30% by the beginning of 1996); innovating with flavor variety (but generally focusing on the veggie patty vs. expanding into other meat alternatives); and creating broad consumer awareness and trial. May be used with: (M305A) Gardenburger Advertising Strategy (A). Industry Setting: Advertising industry; Consumer products; Food industry Subjects: Advertising; Advertising campaigns; Advertising media; Advertising strategy; Brand management; Business history; Consumer goods; Entrepreneurship; Food; Growth strategy; Marketing strategy Length: 26p Year New: 2004 506709 Title: Gary Loveman of Harrah's at Harvard Business School: Harrah's Total Rewards, Video (DVD) Author(s): Deighton, John Publication Date: 02/01/2006
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Product Type: Case Video, DVD Abstract: Gary Loveman discusses Harrah's strategies for customizing its marketing to create customer monogamy. Must be used with: (502011) Harrah's Entertainment, Inc. Subjects: NO SUBJECTS(KEYWORDS) Length: 14 min Year New: 2006 506710 Title: Gary Loveman of Harrah's at Harvard Business School: Harrah's Total Rewards, Video (VHS) Author(s): Deighton, John Publication Date: 02/01/2006 Product Type: Case Video Abstract: Gary Loveman discusses Harrah's strategies for customizing its marketing to create customer monogamy. Must be used with: (502011) Harrah's Entertainment, Inc. Subjects: NO SUBJECTS(KEYWORDS) Length: 14 min List Price: $150.00 Year New: 2006 82512 Title: Gateways to Entry Author(s): Yip, George S. Publication Date: 09/01/1982 Product Type: Harvard Business Review Article Abstract: A study of 793 U.S. and Canadian consumer and industrial markets indicates that barriers to entry are surmountable and that direct entry may be a viable alternative to corporate growth through acquisition and to development of present markets. The entrant faces six major classes of barriers: 1) economies of scale, 2) product differentiation, 3) absolute cost, 4) access to distribution, 5) capital requirement, and 6) incumbent reaction. Direct entrants reduce or avoid barriers by taking one of two strategic approaches: 1) reducing barriers by employing the same competitive strategy as incumbents, or 2) avoiding barriers by using a different strategy altogether. Subjects: Market share; Marketing management; Marketing strategy; Product management Length: 7p 87A001 Title: Gatorade Author(s): Kennedy, John R.; Bandiera, Paul Publication Date: 01/01/1987 Revision Date: 08/06/1995 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Yves Lafortune, new business development officer for Quaker Oats Canada Ltd., has been asked to develop a proposal for the possible introduction of Gatorade into Canada in 1986. He must develop a complete marketing and financial proposal. This case focuses on decisions regarding channels, flavors, pack-types, pack-sizes, retail pricing, trade and company margins, forecast market outcomes, and forecast cash flows. Geographic Setting: Ontario Industry Setting: Beverage industry Company Size: large Subjects: Beverages; Canada; Distribution; Marketing planning; Marketing strategy; Pricing strategy Length: 13p Supplementary Materials: Teaching Note, (887A01), 10p, by John R. Kennedy 592045 Title: GenRad, Inc.--1990 (A): At a Crossroads in Electronic Test Author(s): Shapiro, Benson P.; Carty, Raphael R. Publication Date: 10/23/1991 Revision Date: 09/07/1994 Product Type: Case (Field) Abstract: Bob Anderson, CEO of GenRad, must lead his team in rethinking GenRad's product strategy to respond to massive change in the printed circuit board (PCB) test equipment industry. As GenRad's key customers, U.S. electronic manufacturers, faced tough times in their own markets, their demand for PCB test equipment had stagnated. Moreover, due to advances in integrated circuit (i.e., IC or "chip") design, PCB testing requirements had become more complex at a time when customers were seeking lower-cost testing solutions. Competition among industry players, as a result, was brutal and GenRad's position as market share leader was being assailed by competitive initiatives at both the low end and high end of the market. In implementing changes to GenRad's product strategy, Anderson must work within the context of organizational structure, systems, and culture that reflect a strong technology orientation. In deciding how to change GenRad's organization--yet preserve its legacy of technical excellence-Anderson must confront the question: "What does it mean to be marketoriented in a technology-driven industry?" May be used with: (593005) GenRad, Inc.--1990 (B): The VXIbus Standard. Geographic Setting: Concord, MA Industry Setting: Electronic test & measurement Company Size: mid-size
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Number of Employees: 1,869 Gross Revenues: $188.9 million 1989 revenues Subjects: Competition; High technology products; Implementation; Industrial markets; Market definition; Market segmentation; Strategic market planning; Strategy formulation Length: 29p Supplementary Materials: Teaching Note, (595067), 13p, by V. Kasturi Rangan 593005 Title: GenRad, Inc.--1990 (B): The VXIbus Standard Author(s): Shapiro, Benson P.; Carty, Raphael R. Publication Date: 06/30/1993 Revision Date: 09/07/1994 Product Type: Case (Field) Abstract: Carole Prest, Director of Strategic Marketing and Business Development, must decide between two radically different product development plans to offer products that incorporate a new industry standard instrumentation bus. A key issue is whether incorporating an industry standard into a GenRad PCB automatic test equipment system -which would allow customers to mix and match GenRad products with those of competitors -- is more of an opportunity or threat to GenRad's core business of proprietary PCB automatic test equipment (ATE) systems. Another important issue in approaching the decision is a definition of the market opportunity. May be used with: (592045) GenRad, Inc.--1990 (A): At a Crossroads in Electronic Test. Geographic Setting: Concord, MA Industry Setting: Electronic test & measurement Company Size: mid-size Gross Revenues: $200 million revenues Subjects: Competition; High technology products; Implementation; Industrial markets; Market definition; Market segmentation; Strategic market planning; Strategy formulation Length: 27p 581095 Title: General Electric Co.: Appliance Division Advertising Author(s): Greyser, Stephen A.; Young, Robert F. Publication Date: 12/30/1980 Revision Date: 04/13/1981 Product Type: Case (Field) Abstract: General Electric executives are concerned about the communications effectiveness of the cooperative advertising program. Their particular focus is on the relative roles of national advertising and dealer co-op
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advertising, and the relative expenditures for each. At the time of the case, the executives are reviewing a new merchandising program for the coop. It is anticipated that this new approach will result in retail advertising which would be better coordinated with the firm's overall communications objectives. Geographic Setting: Kentucky Industry Setting: Appliance industry Gross Revenues: $1 billion sales Subjects: Advertising strategy; Appliances; Cooperatives; Marketing management; Merchandising; Sales promotions Length: 17p 582031 Title: General Electric Co.: Clock and Timer Market Strategy Author(s): Cady, John F.; Hunker J Publication Date: 08/28/1981 Revision Date: 05/21/1984 Product Type: Case (Field) Abstract: Describes the decision context facing General Electric Housewares and Audio business management concerning their future participation in the $123 million clock and timer market. A decision must be made on the scope and magnitude of GE's participation in this market. Currently GE is the market leader. Industry Setting: Counters & timers industry Gross Revenues: $23 billion sales Subjects: Household products; Market analysis; Marketing strategy; Multinational corporations; Strategic market planning Length: 16p Supplementary Materials: Supplement (Note), (582151), 27p, by John F. Cady; Teaching Note, (585009), 35p, by John F. Cady 582151 Title: General Electric Co.: Clock and Timer Market Strategy, Planning Exercise Author(s): Cady, John F. Publication Date: 06/14/1982 Revision Date: 05/21/1984 Product Type: Supplement (Note) Abstract: Basis for the development of product market alternatives for the housewares and audio business of the General Electric Corp. Must be used with: (582031) General Electric Co.: Clock and Timer Market Strategy. Industry Setting: Household product industry Subjects: Household products; Market analysis; Marketing strategy; Multinational corporations; Strategic market planning Length: 27p Supplementary Materials: Teaching Note, (585009), 35p, by John F. Cady 587157 Title: General Electric Co.: Component Motor Operation, Distribution Channels for Consumer Aftermarket Motors Author(s): Corey, E. Raymond; Morrison, John E.P. Publication Date: 05/11/1987 Revision Date: 10/12/1989 Product Type: Case (Field) Abstract: The management is concerned about the current cost efficiency and competitive effectiveness of continuing a long-standing relationship with three master distributors who sell small motors, components in consumer appliances, to electrical wholesalers (who in turn sell to repair shops). Studies have been made of alternative distribution schemes but no action has been taken to affect a change. The issue is what action, if any, should be taken in view of heightened competition in the FHP consumer aftermarket and the declining market share positions of the three master distributors. Geographic Setting: Fort Wayne, IN Company Size: Fortune 500 Subjects: Competition; Distribution; Industrial markets; Market share Length: 11p Supplementary Materials: Teaching Note, (588008), 13p, by E. Raymond Corey 585053 Title: General Electric Co.: Major Appliance Business Group (A) Author(s): Quelch, John A.; Collins NA Publication Date: 03/04/1985 Revision Date: 09/24/1986 Product Type: Case (Field) Abstract: The manager of GE's Major Appliance Business Group's dishwasher marketing department is evaluating a proposed $28 million investment to overhaul GE's dishwasher plant. The proposal includes a change from steel to plastic tub material. Consumer research evaluating alternative materials is presented also. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $2 billion sales Subjects: Appliances; Consumer marketing; Manufacturing; Market research; Marketing management; Product planning & policy Length: 19p Supplementary Materials: Teaching Note, (586161), 16p, by John A. Quelch, Cynthia A. Bates
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585054 Title: General Electric Co.: Major Appliance Business Group (B) Author(s): Quelch, John A.; Collins NA Publication Date: 03/04/1985 Product Type: Case (Field) Abstract: Summarizes the manufacturing process and human resource changes associated with the implementation of Project C, a $28 million investment to overhaul GE's Louisville dishwasher assembly plant. Unresolved questions about how the changes will play out in practice are presented at the end of the case. A videotape (9-885-518) is available for use with this case. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $2 billion sales Subjects: Appliances; Automation; Consumer marketing; Human resources management; Marketing management; Production processes; Quality control Length: 7p 585055 Title: General Electric Co.: Major Appliance Business Group (C) Author(s): Quelch, John A.; Collins NA Publication Date: 03/04/1985 Revision Date: 01/22/1986 Product Type: Case (Field) Abstract: The manager of dishwasher marketing planning is renewing the 1983 sales forecast for the GE dishwasher line. Six new models are scheduled for introduction including GE's first Permatuf C dishwashers and three secondgeneration electronic machines. A videotape (9-885-517) is available for use with this case. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $2 billion sales Subjects: Appliances; Consumer marketing; Marketing management; Marketing planning; Product lines Length: 22p Supplementary Materials: Teaching Note, (586162), 13p, by John A. Quelch, Cynthia A. Bates 585076 Title: General Electric Co.: Major Appliance Business Group (D) Author(s): Quelch, John A.; Collins NA Publication Date: 03/04/1985 Revision Date: 11/01/1985 Product Type: Case (Field) Abstract: The dishwasher marketing planning manager is developing the 1983 budget for dishwasher advertising, promotion, and merchandising expenditures. The proposed budget, including new advertising executions and
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point-of-purchase displays is presented for student evaluation. A videotape (9885-517) is available for use with this case. Geographic Setting: United States Industry Setting: Appliance industry Company Size: Fortune 500 Gross Revenues: $1 billion sales Subjects: Advertising; Appliances; Budgeting; Consumer marketing; Marketing management; Sales promotions Length: 27p Supplementary Materials: Teaching Note, (589026), 8p, by John A. Quelch 579184 Title: General Electric Microwave Ovens Author(s): Buzzell, Robert D.; Wiersema, Frederik D. Publication Date: 03/01/1979 Revision Date: 07/31/1984 Product Type: Case (Library) Abstract: Describes G.E.'s position and strategy in the microwave oven market. Should be used in conjunction with Note on the Microwave Oven Industry to evaluate the company's competitive thrust in this growth market. Geographic Setting: United States Industry Setting: Microwave Company Size: large Subjects: Appliances; Competition; Consumer goods; Growth strategy; Marketing strategy Length: 10p Supplementary Materials: Teaching Note, (585125), 9p, by Robert D. Buzzell 505S18 Title: General Electric Plastics: Organizing the Marketing Function, Spanish Version Author(s): Rangan, V. Kasturi; Michael, Steven C. Publication Date: 09/19/1990 Revision Date: 03/22/1993 Product Type: LACC Case Abstract: Describes the rapid growth of General Electric Plastics for over the last decade to a $5 billion (sales) company. The accompanying organizational transitions are described. The task is to design a marketing organization for the coming decade given the anticipated market changes. Geographic Setting: Global Industry Setting: Plastics industry Company Size: Fortune 500 Gross Revenues: $5 billion sales Subjects: Marketing organization; Plastics; Product management Length: 27p 591029 Title: General Electric Plastics: Organizing the Marketing Function Author(s): Rangan, V. Kasturi; Michael, Steven C. Publication Date: 09/19/1990 Revision Date: 03/22/1993 Product Type: Case (Field) Abstract: Describes the rapid growth of General Electric Plastics for over the last decade to a $5 billion (sales) company. The accompanying organizational transitions are described. The task is to design a marketing organization for the coming decade given the anticipated market changes. Geographic Setting: Global Industry Setting: Plastics industry Company Size: Fortune 500 Gross Revenues: $5 billion sales Subjects: Marketing organization; Plastics; Product management Length: 22p Supplementary Materials: Teaching Note, (591094), 12p, by V. Kasturi Rangan, Leslie Mirchin 588059 Title: General Electric: Customer Service Author(s): Cespedes, Frank V. Publication Date: 02/17/1988 Product Type: Case (Field) Abstract: Describes the origins, process, goals, and recommendations of a corporate task force established at GE in 1985 to consider issues involved in improving customer service for the company's industrial businesses. Describes the analyses performed, the actions taken, and the issues raised by those analyses and actions. These issues include measurement systems for business-unit managers, marketing and sales organization, appropriate definitions of customer service, and the company's heritage of operating autonomy for business units versus the need for cross-business coordination in the area of customer service. As well as the specific topic of customer service, the case can be used to discuss more general marketing organization issues, including how things do (and don't) get done in a large, diversified corporation. Geographic Setting: United States Company Size: Fortune 500 Gross Revenues: $25 billion assets Subjects: Customer relations; Customer service; Industrial markets; Marketing management; Marketing organization; Marketing strategy; Sales organization Length: 20p Supplementary Materials: Teaching Note, (590030), 14p, by Frank V. Cespedes 591024 Title: General Foods Corp.: Adapting to the New Electronic Media Author(s): Greyser, Stephen A.; Kopp, Robert J.
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Publication Date: 08/31/1990 Product Type: Case (Field) Abstract: The new electronic media, principally cable TV, have affected U.S. television viewing during the 1980's and consequently the ability of advertisers to reach target audiences efficiently. The director of media of a major food marketer is considering the changes, and particularly their impacts on advertising planning for major General Foods' brands. Geographic Setting: United States Industry Setting: Food industry Company Size: large Subjects: Advertising media; Food Length: 13p 580046 Title: General Foods Corp.: Dessert Toppings Strategy Author(s): Buzzell, Robert D.; Wiersema, Frederik D.; Cline, Craig E. Publication Date: 11/01/1979 Product Type: Case (Field) Abstract: The issue is whether either or both of two GF products (Cool Whip and Dream Whip) should be assigned to a new "strategic classification." The classifications reflect GF's version of "portfolio analysis," in which strategies are based on key strategic characteristics, including market share and growth potential. Geographic Setting: United States Industry Setting: Food processing industry Company Size: large Gross Revenues: $4 billion sales Subjects: Food processing industry; Forecasting; Market definition; Market share; Marketing strategy; Product portfolio management; Strategic market planning; Strategic planning Length: 27p Supplementary Materials: Teaching Note, (585089), 9p, by Robert D. Buzzell 589029 Title: General Foods Corp.: Local Marketing Author(s): Quelch, John A.; Hiller, Tammy Bunn Publication Date: 01/24/1989 Product Type: Case (Field) Abstract: Marketing management is evaluating the costs, benefits, and implementation of local marketing programs at General Foods. The case focuses on a recent local marketing test in the Denver market which involved the sales force's use of a new computerized information tool called supermarket solutions. Geographic Setting: United States Industry Setting: Food industry Company Size: Fortune 500 Gross Revenues: $10 billion revenues
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Subjects: Food; Information systems; Marketing management; Productivity; Sales management Length: 29p Supplementary Materials: Teaching Note, (595015), 8p, by John A. Quelch 575063 Title: General Foods Corp.: Tang Instant Breakfast Drink (A) Author(s): DeBruicker, F. Stewart; Singer, Harvey N. Publication Date: 11/27/1974 Revision Date: 01/15/1979 Product Type: Case (Field) Abstract: Describes the use of two mathematical models to analyze the market response to brand advertising and promotion spending. The brand is thought by some managers to be on the declining portion of the product life cycle, but the models suggest that increased spending on advertising and promotion is justified. Furthermore, the model used by the advertising agency suggests that larger proportions of the budget should go to national media advertising. Which model, if either, is to be believed and used? Geographic Setting: White Plains, NY Industry Setting: Packaged food industry Company Size: large Gross Revenues: $2.5 billion sales Subjects: Advertising strategy; Beverages; Managerial economics; Market research; Models; Planning; Sales promotions Length: 26p 586057 Title: General Foods Corp.: The Product Management System Author(s): Quelch, John A.; Farris, Paul W. Publication Date: 09/11/1985 Product Type: Case (Field) Abstract: The general manager of General Food's Desserts Division is assessing his marketing organization, trimmed in size in recent years. He is also considering the future of the product management system and what he can do to make it work more effectively within the Desserts Division. Geographic Setting: United States Industry Setting: Food industry Company Size: Fortune 500 Gross Revenues: $9 billion sales Subjects: Consumer marketing; Food; Marketing management; Organization; Product management Length: 27p Supplementary Materials: Teaching Note, (587053), 13p, by John A. Quelch 578162 Title: General Foods: Opportunities in the Dog Food Market Author(s): Ward, Scott Publication Date: 04/01/1978 Product Type: Case (Field) Abstract: Illustrates uses of various sources of market and consumer behavior data, including psychographics, product positioning, and market segmentation decisions for a new dog food product. Based on cases by E.T. Popper and L.S. Ward. Geographic Setting: New York, NY Industry Setting: Pet food industry Company Size: large Gross Revenues: $1 billion sales Subjects: Consumer behavior; Food; Market research; Market segmentation; Product introduction; Product positioning Length: 29p Supplementary Materials: Teaching Note, (579049), 7p, by Scott Ward 510008 Title: General Foods: Post Division (A) Author(s): Brown, Milton P.; Wortzel, L.H. Publication Date: 04/08/1964 Revision Date: 01/14/1977 Product Type: Case (Field) Abstract: Involves the early development and testing of a new dog food product. Geographic Setting: White Plains, NY Industry Setting: Food industry Gross Revenues: $1 billion sales Event Year Start: 1959 Event Year End: 1959 Subjects: Food; Market research; Marketing strategy; Product introduction; Test markets Length: 39p 510009 Title: General Foods: Post Division (B) Author(s): Brown, Milton P.; Wortzel, L.H. Publication Date: 04/14/1964 Product Type: Case (Field) Abstract: Involves the development of a marketing strategy for a new product and subsequent product testing. Cannot be used without General Foods: Post Division (A). Geographic Setting: White Plains, NY Industry Setting: Food industry Gross Revenues: $1 billion sales Event Year Start: 1959 Event Year End: 1959 Subjects: Food; Market research; Marketing strategy; Product introduction; Test markets Length: 32p 564001 Title: General Foods: Post Division (C) Author(s): Brown, Milton P.; Wortzel, L.H. Publication Date: 06/01/1964
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Revision Date: 01/14/1977 Product Type: Case (Field) Abstract: Management's use of six months' test marketing of Gainesburgers dog food. Geographic Setting: White Plains, NY Industry Setting: Food industry Gross Revenues: $1 billion sales Event Year Start: 1960 Event Year End: 1960 Subjects: Food; Market research; Marketing strategy; Product introduction; Test markets Length: 38p 579104 Title: General Foods: Powdered Soft Drinks (A) Author(s): Salmon, Walter J.; Palesy, Steven R. Publication Date: 12/14/1978 Revision Date: 11/15/1982 Product Type: Case (Field) Abstract: Involves the development of a new five-year marketing strategy. A division's major product has been "milked" as a source of cash by the old management team. The new strategic business unit (SBU) management team wants to reclassify the business as an investment opportunity. They want to maximize market share in new growth statements of the market. Note on the Boston Consulting Group Concept of Competitive Analysis and Corporate Strategy may assist in the teaching of this case. Geographic Setting: United States Industry Setting: Food industry Company Size: large Gross Revenues: $4.9 billion sales Subjects: Consumer marketing; Market segmentation; Organizational behavior; Organizational design; Product management; Product portfolio management; Strategic market planning; Strategic planning Length: 20p 579105 Title: General Foods: Powdered Soft Drinks (B) Author(s): Salmon, Walter J.; Palesy, Steven R. Publication Date: 01/26/1979 Revision Date: 11/15/1982 Product Type: Case (Field) Abstract: Developing, positioning and pricing a line extension in a manner that is consistent with the overall strategy of the new strategic business unit. Geographic Setting: United States Industry Setting: Food industry Company Size: large Gross Revenues: $5 billion sales Subjects: Consumer marketing; Economic analysis; Food; Pricing strategy; Product lines; Product
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management; Product positioning Length: 17p 586087 Title: General Mills, Inc.: Yoplait Custard-Style Yogurt (A) Author(s): Quelch, John A.; Teopaco, John L. Publication Date: 05/06/1986 Revision Date: 07/28/1995 Product Type: Case (Field) Abstract: Yoplait's director of new product development is evaluating alternative line extensions including custard-style Yoplait. He must determine what additional research to recommend. Options include a mini-market test, a simulated test market and a fully-fledged test market. Must be used with: (586088) General Mills, Inc.: Yoplait Custard-Style Yogurt (B). Geographic Setting: United States Industry Setting: Grocery stores Company Size: Fortune 500 Gross Revenues: $4 billion revenues Subjects: Consumer marketing; Food; Market research; Product development; Product management; Test markets Length: 16p Supplementary Materials: Teaching Note, (592099), 14p, by Robert J. Dolan 586088 Title: General Mills, Inc.: Yoplait Custard-Style Yogurt (B) Author(s): Quelch, John A.; Teopaco, John L. Publication Date: 05/06/1986 Revision Date: 07/02/1992 Product Type: Supplement (Field) Abstract: Yoplait's director of new product development is finalizing plans for the national introduction of custardstyle Yoplait. Based on the results of a mini-market test and a BASES laboratory test market. Must be used with: (586087) General Mills, Inc.: Yoplait Custard-Style Yogurt (A). Geographic Setting: United States Industry Setting: Grocery stores Company Size: Fortune 500 Gross Revenues: $4 billion revenues Subjects: Consumer marketing; Food; Market research; New product marketing; Product management; Test markets Length: 19p Supplementary Materials: Teaching Note, (592099), 14p, by Robert J. Dolan Year New: 2004 586063 Title: General Motors Acceptance Corp. (A) Author(s): Quelch, John A. Publication Date: 11/21/1985 Revision Date: 08/13/1986 Product Type: Case (Field) Abstract: Executives at GMAC were evaluating a proposal to temporarily offer consumers low interest financing on new automobile purchases. If they decide to proceed, they must determine the program details and how to overcome implementation problems including dealer acceptance. Geographic Setting: United States Industry Setting: Automotive industry Company Size: Fortune 500 Gross Revenues: $58 billion sales Subjects: Automobiles; Consumer marketing; Financing; Marketing management; Sales promotions Length: 23p Supplementary Materials: Supplement (Field), (586064), 2p, by John A. Quelch; Teaching Note, (587038), 12p, by John A. Quelch 586064 Title: General Motors Acceptance Corp. (B) Author(s): Quelch, John A. Publication Date: 11/21/1985 Product Type: Supplement (Field) Abstract: Presents the results of the 1981 GMAC 13.8% financing program. Must be used with: (586063) General Motors Acceptance Corp. (A). Industry Setting: Automotive industry Subjects: Automobiles; Consumer marketing; Financing; Marketing management; Sales promotions Length: 2p Supplementary Materials: Teaching Note, (587038), 12p, by John A. Quelch 586116 Title: General Motors Continental N.V.: Netherlands Branch (A) Author(s): Quelch, John A. Publication Date: 06/27/1986 Revision Date: 03/04/1987 Product Type: Case (Field) Abstract: Marketing executives at the Netherlands branch of General Motors Continental are considering whether to implement a low interest automobile financing promotion called Super Saver on Opel passenger cars. Geographic Setting: Netherlands Industry Setting: Automotive industry Gross Revenues: $300 million assets Subjects: Advertising campaigns; Automobiles; Consumer marketing; Marketing management; Pricing; Sales promotions Length: 15p 586117 Title: General Motors Continental N.V.: Netherlands Branch (B) Author(s): Quelch, John A. Publication Date: 06/27/1986 Product Type: Case (Field) Abstract: Marketing executives at the
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Netherlands branch of General Motors Continental are reviewing the sales and profit impact of the Super Saver low interest financing sales promotion offered on Opel passenger cars. Geographic Setting: Netherlands Industry Setting: Automotive industry Gross Revenues: $300 million assets Subjects: Advertising campaigns; Automobiles; Consumer marketing; Marketing management; Pricing; Sales promotions Length: 4p 579135 Title: General Motors Corp.: The Passenger Restraint System Decision Author(s): Ward, Scott; Cline, Craig E. Publication Date: 01/01/1979 Revision Date: 10/01/1979 Product Type: Case (Field) Abstract: Involves computer-assisted case analysis of consumer preference data for several different types of passive passenger restraint systems. Data are related to production planning for various GM lines. The Addendum involves analysis of consumer preference data for several types of passive passenger restraint systems. Data are related to production planning for various General Motors lines. Geographic Setting: Detroit, MI Industry Setting: Automotive industry Gross Revenues: $44.3 billion sales Subjects: Automobiles; Consumer behavior; Forecasting; Market research; Product planning & policy; Product safety Length: 42p 574065 Title: General Motors Malaysia Snd.Bhd.: Introduction of the Basic Transportation Vehicle Author(s): Sorenson, Ralph Z., II; Traupe RL Publication Date: 03/08/1974 Revision Date: 07/10/1981 Product Type: Case (Field) Abstract: Positioning of a new low-cost basic transportation vehicle for sale in developing countries. General Motors has designed a new vehicle that is somewhere between a bicycle and an inexpensive car or pick-up truck. To whom should it be sold? With what marketing strategy? Geographic Setting: Malaysia Industry Setting: Automotive industry Gross Revenues: $25 billion sales Subjects: Automotive supplies; Developing countries; International marketing; Marketing strategy; Product positioning; Southeast Asia Length: 22p
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OIT49 Title: Genomic Health: Launching a Paradigm Shift...and an Innovative New Test Author(s): Zenios, Stefanos; Chess, Robert; Denend, Lyn Publication Date: 02/14/2006 Product Type: Case (Field) Publisher: Stanford University Abstract: In late October 2003, Randy Scott and the Genomic Health team had just received the results of Genomic Health's first pivotal trial. The company's product, Oncotype DX, a first-of-its-kind genomic assay that quantified the likelihood of breast cancer recurrence, had exceeded the standard measures of patient age, tumor size, and tumor grade in predicting recurrence outcomes. The study results would be presented at the 2003 San Antonio Breast Cancer Symposium in December and published in the New England Journal of Medicine in December 2004. Scott and his team now faced the challenge of determining how and when to launch this groundbreaking product. The team was eager to get the product to market as quickly as possible. However, extensive market research performed earlier in the year reveals that it had less than 10% awareness in the physician community and even less among consumers. When asked about what factors would influence their adoption, physicians overwhelmingly cited clinical validation studies--and lots of them. Many skeptics within the oncology field felt that the legitimate use of genomics in making treatment decisions was still 10 to 20 years in the future. Industry Setting: Genomics industry Subjects: NO SUBJECTS(KEYWORDS) Length: 36p Year New: 2006 589111 Title: Georgetown Leather Design Author(s): Salmon, Walter J.; Wylie, David Publication Date: 04/24/1989 Revision Date: 11/29/1993 Product Type: Case (Field) Abstract: Georgetown Leather Design had an expansion plan to increase its number of stores from 13 to 62 over five years. Although most of the plan was ready for implementation, the president had lingering doubts about the character and pace of the proposed roll-out strategy. He wondered how it might be affected by such issues as: 1) continued growth and long term stability of the leather apparel market, 2) applicability of the formula in different markets, 3) evolving competitive forces, 4) the availability of appropriate real estate, and 5) the risk reward ratio implied by the five year plan. Geographic Setting: Northeastern United States Industry Setting: Retail industry Company Size: small Subjects: Business policy; Clothing; Marketing implementation; Product lines; Retailing Length: 23p Supplementary Materials: Teaching Note, (595080), 8p, by Walter J. Salmon, David Wylie 587128 Title: Gervasi Brothers, Inc. Author(s): Corey, E. Raymond Publication Date: 03/11/1987 Revision Date: 10/18/1989 Product Type: Case (Field) Abstract: Concerns bidding on an $81 million fossil fuel power plant for an electric utility customer. Problems with design of the unit and pricing are looked at here. For use in either product planning or pricing sections of marketing courses. Geographic Setting: United States Industry Setting: Electric power; Utilities Company Size: large Subjects: Bids; Electric power; Industrial markets; Pricing; Product planning & policy; Public utilities Length: 15p F0105B Title: Get Emotional Author(s): Robinette, Scott Publication Date: 05/01/2001 Product Type: Harvard Business Review Article Abstract: Most companies seemingly do their best to alienate customers by making them feel like faceless targets of marketing campaigns. The director of Hallmark's Loyalty Marketing Group describes three ways to forge emotional bonds with clients. Subjects: Consumer marketing; Customer relations; Customer retention; Marketing strategy Length: 3p R0105E Title: Get Inside the Lives of Your Customers Author(s): Seybold, Patricia B. Publication Date: 05/01/2001 Product Type: Harvard Business Review Article Abstract: Many companies have become adept at the art of customer relationship management. They've collected mountains of data on preferences and behavior, divided buyers into ever-finer segments, and refined their products, services, and
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marketing pitches. But all too often those efforts are too narrow--they concentrate only on the points where the customer comes into contact with the company. Few businesses have bothered to look at what the author calls the customer scenario--the broad context in which customers select, buy, and use products and services. As a result, consultant Patricia Seybold maintains, they've routinely missed chances to deepen loyalty and expand sales. In this article, the author shows how effective three very different companies have been at using customer scenarios as the centerpiece of their marketing plans. Chip maker National Semiconductor looked beyond the purchasing agents that buy in bulk to find ways to make it easier for engineers to design National's components into their specifications for mobile telephones. By developing a customer scenario that describes how people actually shop for groceries, Tesco learned the importance of decentralizing its Web shopping site and how the extra costs of decentralization could be outweighed by the higher profit margins on-line customers generate. And Buzzsaw.com used customer scenarios as the basis for its entire business. Subjects: Customer relations; Customer retention; Customer service; Internet; Marketing strategy Length: 10p 83101 Title: Get More Out of Your Trade Shows Author(s): Bonoma, Thomas V. Publication Date: 01/01/1983 Product Type: Harvard Business Review Article Abstract: Trade show expenditures are the major form of organized marketing communications activity for many companies outside of efforts by their sales force and distributors. Yet managers are frequently unenthusiastic about shows, despite the opportunities they offer for contact with existing and potential customers. This attitude is primarily due to the difficulty of measuring the success of any given trade show program in effectively and efficiently meeting a company's marketing needs. It is useful to classify trade shows in terms of their function, dividing them roughly into those where the major focus is selling activities and those where satisfaction of nonselling objectives is a likelier consequence of participation. Subjects: Industrial markets; Marketing strategy Length: 7p
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F0610E Title: Get Your Act Together Author(s): Argenti, Paul A.; Haley, Thea S. Publication Date: 10/01/2006 Product Type: Harvard Business Review Article Abstract: Consistent corporate communications depend less on specific organizational structures than on carefully designed strategy. Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Year New: 2006 1006 Title: Get Your Innovations to Market-and Keep Them There (HBR Article Collection) Author(s): Leslie, Mark; Holloway, Charles A.; Chakravorti, Bhaskar; Gourville, John T. Publication Date: 07/01/2006 Product Type: HBR OnPoint Collection Abstract: Ninety percent of new products fail in the marketplace. Why? Companies focus so much on acquiring new customers that they don't address resolve shortfalls in the product--such as flawed features. Firms also get so enamored with their offering that they drastically underestimate resistance to the behavioral changes the new product requires. For instance, few consumers relish mastering new software to edit digital photos. And managers don't realize that consumers won't buy certain innovations unless others in their business or social circles do. A bank, for instance, won't adopt a faster transaction processing system unless other banks with which it communicates also do. To avoid these mistakes, find out how early customers will use your new offering-then adapt the product and start taking orders. Limit the behavioral changes required by new products. And convince other members of your target customers' network that they'll benefit by adopting your innovation. The payoff? New products that score smashing successes in the marketplace. The three Harvard Business Review articles in this collection: "The Sales Learning Curve" (HBR reprint R0607J) by Mark Leslie and Charles A. Holloway; "Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption" (HBR reprint R0606F) by John T. Gourville; and "The New Rules for Bringing Innovations to Market" (HBR reprint R0403D) by Bhaskar Chakravorti. Subjects: NO SUBJECTS(KEYWORDS) Length: 37p List Price: $17.95 Year New: 2006 501025 Title: GetConnected.com Author(s): Lal, Rajiv; Pal, Nilanjana R.; Prins, Jodi Publication Date: 09/28/2000 Revision Date: 11/20/2000 Product Type: Case (Field) Abstract: Describes the situation faced by GCI.com in April 2000, soon after raising $12 million for their new venture. After hiring an advertising agency, management needs to decide on the nature of the advertising campaign to target the right set of customers with the right message. Geographic Setting: Boston, MA Industry Setting: Telecommunications industry Company Size: start-up Number of Employees: 40 Subjects: Business services; Consumer marketing; Entrepreneurship; Market segmentation; Market selection; Marketing strategy; Telecommunications Length: 28p F0703E Title: Getting Attention for Unrecognized Brands Author(s): Goldstein, Daniel G. Publication Date: 03/01/2007 Product Type: Harvard Business Review Article Abstract: People prefer a brand they know over one they don't--even when the familiar one is dangerous. But there are ways for unknown brands to compensate. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2007 R0904K Title: Getting Brand Communities Right Author(s): Fournier, Susan; Lee, Lara Publication Date: 04/01/2009 Product Type: Harvard Business Review Article Abstract: Marketers in a variety of industries are trying to increase customer loyalty, marketing efficiency, and brand authenticity by building communities around their brands. Few companies, however, understand what brand communities require and how they work. Drawing from their research as well as their experience at HarleyDavidson, the authors dispel some common misconceptions about brand communities and offer design principles, cautionary tales, and new approaches to leveraging those communities. For instance, many managers think of a brand community in terms of marketing strategy. In fact, for a community to have
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the greatest impact, it must be framed as a corporate strategy. Realizing this, Harley-Davidson, for example, retooled every aspect of its organization to support building and maintaining its brand community and treated all community-related activities not just as marketing expenses but as a companywide investment. Another common misconception is that a brand community exists to serve the business. An effective brand community exists to serve its members, who participate in order to fulfill many kinds of needs, such as building relationships, cultivating new interests, and contributing to society. Strong communities work to understand people's needs and to engage participants by offering a variety of roles. Finally, managers often think that a brand community must be tightly controlled. In reality, a robust community defies managerial control. Effective brand stewards can, however, create an environment in which a community can thrive--by, for example, designing multiple experiences that appeal to different audiences. The authors offer an online "Community Readiness Audit" that can help you find out if your organization is up to the task of building a brand community. Subjects: NO SUBJECTS(KEYWORDS) Length: 8p 90301 Title: Getting the Most Out of Advertising and Promotion Author(s): Abraham, Magid M.; Lodish, Leonard M. Publication Date: 05/01/1990 Product Type: Harvard Business Review Article Abstract: A new kind of marketing data enable managers to measure incremental sales of a product due to advertising and promotion. Single-source data correlate actual consumer purchases with corresponding television advertising or promotion events. Singlesource data challenge much of the conventional wisdom on advertising. To take advantage of the data, managers must continually examine the appropriate balance between advertising and promotion. Industry Setting: Advertising industry Subjects: Advertising; Consumer marketing; Market research; Marketing management; Marketing strategy; Sales promotions Length: 7p R0407J Title: Getting the Most Out of All Your Customers Author(s): Thomas, Jacquelyn S.;
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Reinartz, Werner; Kumar, V Publication Date: 07/01/2004 Product Type: Harvard Business Review Article Abstract: Companies spend billions of dollars on direct marketing, targeting individual customers with ever more accuracy. Yet despite the power of the myriad data collecting and analytical tools at their disposal, they're still having trouble optimizing their direct marketing investments. Many marketers try to minimize costs by pursuing only those customers who are cheap to find and cheap to keep. Others try to get the most customers they possibly can and keep all of them for as long as they can. But a customer need not be loyal to be highly profitable, and many loyal customers turn out to be highly unprofitable. Companies can get more out of direct marketing if they see it as a single system for generating profits than if they try to maximize performance measures at each stage of the process. This article describes a tool for doing just that. Called ARPRO (Allocating Resources for Profits), the tool is essentially a complex regression analysis that can estimate the impact of a company's direct marketing investments on the profitability of its customer pool. With data that companies already gather, the tool can show managers how much to spend on acquisition vs. retention and even what percentage of their funds they should allocate to the different direct marketing channels. Using the model, companies can easily see that even small deviations from the optimal levels of customer profitability are expensive. The tool can also show that finding the optimal balance between investments in acquisition and retention can be more important than finding the optimum amount to invest overall. Subjects: Customer retention; Direct marketing; Loyalty; Marketing implementation; Marketing strategy; Regression analysis Length: 8p Year New: 2004 590068 Title: Giant Effort to Inform Consumers Author(s): Greyser, Stephen A.; Klein, Norman Publication Date: 12/04/1989 Product Type: Case (Field) Abstract: A major supermarket chain over a 20-year period has developed a series of pro-consumer initiatives as a major element in its positioning. Extensive data on each of three specific nutrition information programs permit analysis of Giant's efforts. Broader consumer data provide insights into changing attitudes toward nutrition/health and their role in supermarket choices. Geographic Setting: District of Columbia Industry Setting: Supermarkets Company Size: large Subjects: Health; Product positioning; Supermarkets Length: 25p 573023 Title: Gilbert Printing Co. Author(s): Shapiro, Benson P.; Nelson WP Publication Date: 11/15/1972 Revision Date: 04/30/1982 Product Type: Case (Field) Abstract: A small printing firm is attempting to increase sales and is wondering if it should hire more sales personnel. A key decision concerns the type to be hired. Contains extensive data on the selling process (which is elusive), on the nature of accounts, and on the performance of the sales representatives. Geographic Setting: Baltimore, MD Industry Setting: Printing industry Gross Revenues: $3.5 million sales Subjects: Marketing strategy; Performance appraisal; Personnel selection; Printing; Sales management Length: 23p 586042 Title: Gillette Co.: Dry Idea Advertising (A), The Creative Problem Author(s): Bonoma, Thomas V.; Spence, Shirley M. Publication Date: 05/20/1986 Revision Date: 01/12/1989 Product Type: Case (Field) Abstract: Presents the first of two cases describing the struggle to solve creative problems on the Dry Idea antiperspirant brand introduced in 1978 by the Gillette Co. and its advertising agency (Batten, Barton, Durstine & Osborne). Provides company and industry background plus a historical brand review, and focuses on the issue facing product manager Carole Johnson in October of 1983: how to get good creativity fast? Geographic Setting: United States Industry Setting: Consumer products Company Size: Fortune 500 Gross Revenues: $2 billion sales Subjects: Advertising; Advertising campaigns; Consumer marketing; Marketing implementation; Marketing management; Product management Length: 13p Supplementary Materials: Teaching Note, (586044), 5p, by Thomas V. Bonoma, Shirley M. Spence; Teaching Note, (588018), 23p, by Thomas V. Bonoma; Case Video, (886513), 7 min, by Thomas V. Bonoma, Shirley M.
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Spence; Case Video, (886512), 25 min, by Thomas V. Bonoma, Shirley M. Spence; Case Video, (886511), 39 min, by Thomas V. Bonoma, Shirley M. Spence 886511 Title: Gillette Co.: Dry Idea Advertising (A), Video Author(s): Bonoma, Thomas V.; Spence, Shirley M. Publication Date: 05/20/1986 Product Type: Case Video Abstract: Presents an audiovisual account of the five year struggle to solve creative problems on the Gillette Co.'s Dry Idea brand antiperspirant. The Dry Idea creative review is divided into three parts: 1) review of early advertising, 2) reenactment of a 1983 meeting attended by Gillette managers and representatives from Dry Idea's advertising agency, and 3) a chronology of 1983 creative exploratory work preliminary results from October copy testing. Must be used with: (586043) Gillette Co.: Dry Idea Advertising (B), The Bake-Off; (586042) Gillette Co.: Dry Idea Advertising (A), The Creative Problem. Industry Setting: Advertising industry Subjects: Advertising; Advertising campaigns; Consumer marketing; Marketing implementation; Marketing management; Product management Length: 39 min List Price: $150.00 Supplementary Materials: Supplement (Note), (586145), 4p, by Thomas V. Bonoma, Shirley M. Spence; Video Transcript, (586147), 32p, by Thomas V. Bonoma, Shirley M. Spence 586145 Title: Gillette Co.: Dry Idea Advertising (A), Video Introduction Author(s): Bonoma, Thomas V.; Spence, Shirley M. Publication Date: 05/20/1986 Revision Date: 08/18/1987 Product Type: Supplement (Note) Abstract: Provides an overview of video contents and three attachments: 1) chart discussed at meeting shown in video, 2) historical Dry Idea copy strategies, and 3) graphic comparison of Dry Idea share trends and airing history. Must be used with: (886511) Gillette Co.: Dry Idea Advertising (A), Video. Industry Setting: Advertising industry Subjects: Advertising; Advertising campaigns; Consumer marketing; Marketing implementation; Marketing management; Product management Length: 4p 586043 Title: Gillette Co.: Dry Idea Advertising
Marketing
(B), The Bake-Off Author(s): Bonoma, Thomas V.; Spence, Shirley M. Publication Date: 05/20/1986 Revision Date: 02/28/1989 Product Type: Case (Field) Abstract: Presents the second of two cases describing the struggle to find "the right advertising" for the Dry Idea antiperspirant brand introduced in 1978 by the Gillette Co. and its advertising agency, Batten, Barton, Durstine & Osborne (BBDO). The case begins with Gillette's November 1983 decision to stage a bake-off placing BBDO in competition with a second agency to "cook up" a breakthrough advertising campaign for Dry Idea. It then proceeds to describe the six-month bake-off implementation period, provide a report of bake-off copy test results, and pose the question facing product manager Carole Johnson late in April of 1984: who won the bake-off? Geographic Setting: United States Industry Setting: Consumer products Company Size: Fortune 500 Gross Revenues: $2 billion sales Subjects: Advertising; Advertising campaigns; Consumer marketing; Marketing implementation; Marketing management; Product management Length: 14p Supplementary Materials: Teaching Note, (586044), 5p, by Thomas V. Bonoma, Shirley M. Spence; Teaching Note, (588018), 23p, by Thomas V. Bonoma; Case Video, (886513), 7 min, by Thomas V. Bonoma, Shirley M. Spence; Case Video, (886512), 25 min, by Thomas V. Bonoma, Shirley M. Spence; Case Video, (886511), 39 min, by Thomas V. Bonoma, Shirley M. Spence 886512 Title: Gillette Co.: Dry Idea Advertising (B), Video Author(s): Bonoma, Thomas V.; Spence, Shirley M. Publication Date: 05/20/1986 Product Type: Case Video Abstract: Presents an audiovisual account of the bake-off competition between Batten, Barton, Durstine & Osborne (BBDO) and a second advertising agency: Ames. The videotape is divided into two parts: 1) interviews with bake-off participants from Gillette and BBDO, and 2) reenactment of BBDO and Ames creative presentations, which show and explain the three bake-off commercials subjected to consumer testing in March/April 1984. Must be used with: (586042) Gillette Co.: Dry Idea Advertising (A), The Creative Problem; (586043) Gillette Co.: Dry Idea Advertising (B), The Bake-Off. Industry Setting: Advertising industry Subjects: Advertising; Advertising campaigns; Consumer marketing; Marketing implementation; Marketing management; Product management Length: 25 min List Price: $150.00 Supplementary Materials: Supplement (Note), (586146), 1p, by Thomas V. Bonoma, Shirley M. Spence; Video Transcript, (586148), 12p, by Thomas V. Bonoma, Shirley M. Spence 586146 Title: Gillette Co.: Dry Idea Advertising (B), Video Introduction Author(s): Bonoma, Thomas V.; Spence, Shirley M. Publication Date: 05/20/1986 Product Type: Supplement (Note) Abstract: Provides an overview of the two-part video: 1) bake-off participant interviews with managers from Gillette and its advertising agency for Dry Idea, and 2) creative presentations by the two bake-off competitors. Must be used with: (886512) Gillette Co.: Dry Idea Advertising (B), Video. Industry Setting: Advertising industry Subjects: Advertising; Advertising campaigns; Consumer marketing; Marketing implementation; Marketing management; Product management Length: 1p 886513 Title: Gillette Co.: Dry Idea Advertising (C), Video Author(s): Bonoma, Thomas V.; Spence, Shirley M. Publication Date: 05/20/1986 Product Type: Case Video Abstract: Designed for use in class as an epilogue to the story of the struggle to solve creative problems on Gillette's Dry Idea antiperspirant. The videotape announces the bake-off competition winner: BBDO. It also shows excerpts from interviews conducted a year and a half later with Gillette and BBDO managers addressing the questions: Was the bake-off a good idea? Was it a success? Must be used with: (586043) Gillette Co.: Dry Idea Advertising (B), The Bake-Off; (586042) Gillette Co.: Dry Idea Advertising (A), The Creative Problem. Industry Setting: Advertising industry Subjects: Advertising; Advertising campaigns; Consumer marketing; Marketing implementation; Marketing management; Product management Length: 7 min List Price: $150.00 Supplementary Materials: Video Transcript, (586149), 4p, by Thomas V.
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580018 Title: Gillette Co.: New Product Development Author(s): Reibstein, David J. Publication Date: 09/01/1979 Product Type: Case (Field) Abstract: Describes the current status of the Gillette Personal Care Division, products available in their portfolio, and a new product planning process. Geographic Setting: United States Industry Setting: Personal care products Subjects: Consumer goods; Industry analysis; Market research; Product development; Product planning & policy Length: 8p 581103 Title: Gillette Co.: Personal Care Division Silkience Shampoo Author(s): Bonoma, Thomas V. Publication Date: 02/01/1981 Revision Date: 07/01/1981 Product Type: Case (Field) Abstract: Illustrates the marketing and managerial issues raised by questions of how brand management should relate to and manage an aggressive advertising agency during a new product introduction. Geographic Setting: United States Industry Setting: Hair care product industry Gross Revenues: $2 billion sales Subjects: Brands; Consumer goods; Consumer marketing; Marketing implementation; New product marketing Length: 32p Supplementary Materials: Teaching Note, (583129), 13p, by Thomas V. Bonoma 504S33 Title: Gillette Indonesia, Spanish Version Author(s): Quelch, John A.; Long, Diane Publication Date: 07/25/1996 Revision Date: 06/15/1998 Product Type: LACC Case Abstract: The country manager of Gillette Indonesia is reviewing his 1996 marketing plan and considering whether the pace of market development and mix of product sales can be impacted by the level and type of Gillette expenditures in the market. Geographic Setting: Indonesia Industry Setting: Consumer products Number of Employees: 33,500 Gross Revenues: $6.8 billion revenues Subjects: Consumer goods; Forecasting; International marketing; Product planning & policy; Southeast Asia
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Length: 18p 597009 Title: Gillette Indonesia Author(s): Quelch, John A.; Long, Diane Publication Date: 07/25/1996 Revision Date: 06/05/1998 Product Type: Case (Field) Abstract: The country manager of Gillette Indonesia is reviewing his 1996 marketing plan and considering whether the pace of market development and mix of product sales can be impacted by the level and type of Gillette expenditures in the market. Geographic Setting: Indonesia Industry Setting: Consumer products Number of Employees: 33,500 Gross Revenues: $6.8 billion revenues Subjects: Consumer goods; Forecasting; International marketing; Product planning & policy; Southeast Asia Length: 15p Supplementary Materials: Teaching Note, (598086), 7p, by John A. Quelch 574060 Title: Gillette International (A) Author(s): Sorenson, Ralph Z., II; Traupe RL Publication Date: 02/01/1974 Product Type: Case (Field) Abstract: Gillette proposes to introduce a new razor blade on an international basis. Issue concerns how the new blade (Platinum Plus) should be positioned in three countries (U.K., Germany, and Brazil), each with different market conditions. Describes company and blade background. Geographic Setting: United Kingdom; Germany; Brazil Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $500 million sales Event Year End: 1969 Subjects: Consumer goods; International marketing; Marketing strategy; Multinational corporations; Product introduction Length: 18p 574061 Title: Gillette International (B) Author(s): Sorenson, Ralph Z., II; Traupe RL Publication Date: 02/01/1974 Product Type: Case (Field) Abstract: Gillette proposes to introduce a new razor blade on an international basis. Issue concerns how the new blade (Platinum Plus) should be positioned in three countries (U.K., Germany, and Brazil), each with different market conditions. Describes the situation in each of the three countries. Geographic Setting: United Kingdom; Germany; Brazil Industry Setting: Blades & razor industry Company Size: Fortune 500 Gross Revenues: $500 million sales Event Year End: 1969 Subjects: Consumer goods; International marketing; Market research; Marketing strategy; Multinational corporations; Product introduction Length: 11p 581078 Title: Gillette International: Platinum Plus Author(s): Malone, Claudine B.; Harrison, Neil Publication Date: 01/01/1981 Product Type: Case (Field) Abstract: Gillette proposes to introduce a new razor blade on an international basis. Issue concerns how the new blade (Platinum Plus) should be positioned in three countries: Brazil, Germany, and the United Kingdom. Also provides the situation in each of the three countries. Based on Gillette International (A) and (B) by R.Z. Sorenson, Babson College. Geographic Setting: Brazil; Germany; United Kingdom Industry Setting: Blades & razor industry Gross Revenues: $20 million sales Event Year End: 1969 Subjects: Advertising; Consumer goods; International marketing; Multinational corporations; New product marketing; Pricing strategy Length: 27p 502S24 Title: Gillette Personal Care Division: Marketing Planning and Control, Spanish Version Author(s): Bonoma, Thomas V.; Clark, Bruce H. Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Bill Ryan, president of the Gillette Co.'s Personal Care Division, is considering changing the division's planning and control system for marketing. White Rain, the division's most recent success, had been launched by taking shortcuts through the system, while other marketing programs the system produced sometimes still faltered. The case examines the components of a planning and control system for marketing, criteria for good systems and good programs, and ways that marketing managers work with a system. Geographic Setting: Boston, MA
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Industry Setting: Consumer products Company Size: Fortune 500 Gross Revenues: $2.4 billion sales Subjects: Consumer goods; Control systems; Marketing information systems; Marketing planning; Planning systems; Product management; Product portfolio management Length: 24p 587099 Title: Gillette Personal Care Division: Marketing Planning and Control Author(s): Bonoma, Thomas V.; Clark, Bruce H. Publication Date: 02/02/1987 Revision Date: 08/31/1988 Product Type: Case (Field) Abstract: Bill Ryan, president of the Gillette Co.'s Personal Care Division, is considering changing the division's planning and control system for marketing. White Rain, the division's most recent success, had been launched by taking shortcuts through the system, while other marketing programs the system produced sometimes still faltered. The case examines the components of a planning and control system for marketing, criteria for good systems and good programs, and ways that marketing managers work with a system. Geographic Setting: Boston, MA Industry Setting: Consumer products Company Size: Fortune 500 Gross Revenues: $2.4 billion sales Subjects: Consumer goods; Control systems; Marketing information systems; Marketing planning; Planning systems; Product management; Product portfolio management Length: 21p Supplementary Materials: Teaching Note, (589086), 15p, by Thomas V. Bonoma 574058 Title: Gillette Safety Razor Division: Blank Cassette Project Author(s): Star, Stephen H. Publication Date: 01/01/1974 Revision Date: 01/30/1987 Product Type: Case (Field) Abstract: Gillette is trying to decide whether to enter the fast-growing blank recording cassette business. The vice president of new business development is charged with developing a marketing plan to be used as the basis for a go/no go decision. In part, the issue is whether Gillette can transfer its distinct competence to a new but related market. The problem is compounded by the rapid changes characteristic of a market early in its life cycle. Geographic Setting: United States Industry Setting: Consumer products
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Company Size: Fortune 500 Gross Revenues: $600 million sales Subjects: Consumer goods; Market analysis; Market research; Marketing strategy; Product lines; Sales promotions Length: 11p 591023 Title: Giovanni Buton: International Marketing Strategy Author(s): Buzzell, Robert D.; Smith, Geoffrey W. Publication Date: 08/21/1990 Product Type: Case (Field) Abstract: Describes the situation confronting Giovanni Buton, an Italian distiller and beverage distributor, in 1989. The market for distilled spirits was declining and the spirits industry was consolidating via mergers and acquisitions on a worldwide basis. "Global brands" such as Dewar's Scotch were gaining share at the expense of local products. The process of market integration in the EC was scheduled to be completed by the end of 1992. In the face of these changes in the marketplace, what should Buton's strategy be for improving its position in Europe? Geographic Setting: Europe Industry Setting: Liquor Gross Revenues: 151.6 billion lire sales Subjects: Beverages; Europe; International marketing; Marketing strategy; Multinational corporations; Product positioning Length: 13p Supplementary Materials: Teaching Note, (591058), 7p, by Robert D. Buzzell F0607E Title: Give Me That Old-Time Motivation Author(s): Friedman, Walter A. Publication Date: 07/01/2006 Product Type: Harvard Business Review Article Abstract: People remember the salesman, but rarely is the sales manager recognized in the history books. Still, some old-time sales leadership techniques may hold the key to present-day success. Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2006 901M03 Title: Glegg Water Co. and the E-Cell: Securing the Adoption of a Superior Technology Author(s): Bansal, Pratima; Maund, Ryan Publication Date: 10/03/2002 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Glegg Water Co. is an international company that specializes in customizing premanufactured components into full industrial water treatment systems. In the early 1990s, the water treatment industry had introduced a process that removes charged particles from water used in industrial applications. This technology was superior to resin technology because it was more environmentally sound and more reliable. However, its applications were limited to low water flows. Glegg, through its development of the E-Cell, refined the technology, making it available to high water flow operations. Despite the clear technological superiority, Glegg was finding it difficult penetrating the market. The CEO must develop a strategy and marketing plan that will make E-Cell the industry standard. Geographic Setting: Canada Industry Setting: Water, sewage & other systems Company Size: mid-size Subjects: Competition; Competitive advantage; Industrial markets; Marketing planning; Marketing strategy; Values Length: 11p Supplementary Materials: Teaching Note, (801M03), 14p, by Pratima Bansal, Ryan Maund NEW BH032 Title: Global Advertising and the World Wide Web Author(s): Kassaye, W. Wossen Publication Date: 05/15/1997 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: The potential to reach so many diverse markets makes the Web immensely attractive for global advertising. This prospect notwithstanding, compared to television and radio, there are lots of things about the Web that fit into the category of "at least not yet." High expectations have caused hype to overtake reality. Decisions about a WWW presence must address such questions as: In what ways is the Web different from traditional media? Is it appropriate for every firm? If it is to be used, how can the Web complement other aspects of a firm's marketing strategy? An evaluation matrix analyzes Web potential according to brand equity, global presence, and consumer characteristics. Overall, the focus should be on how to integrate Web advertising with existing media activities. While the Web does change the way companies prepare ads and handle
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customers' queries, it tends to serve only a few distinct groups and not all customers, and is not about to replace customer service or other media advertising--at least not yet. Subjects: Advertising media; Advertising strategy; Internet; Marketing management; Marketing strategy; World Wide Web Length: 10p 599063 Title: Global Beer Author(s): Arnold, David J.; Hirschfeld, A. Barry, Jr. Publication Date: 11/02/1998 Revision Date: 06/15/2001 Product Type: Case (Field) Abstract: Two young American entrepreneurs working in Japan have rapidly established an importing business to take advantage of new regulations permitting microbrewers and brewpubs. Options for further growth include an international brewpub franchise, alliances with Japanese trading houses, or an innovative green tea beer. Geographic Setting: Japan; United States Industry Setting: Beef industry Company Size: start-up Number of Employees: 12 Gross Revenues: $3 million revenues Subjects: Beverages; Entrepreneurial management; Imports; International marketing; Japan Length: 15p R0306Z Title: The Global Brand Face-Off (Commentary for HBR Case Study) Author(s): Raman, Anand P.; Thompson, Peter M.; Aaker, Jennifer L.; Manwani, Harish; Clift, Simon; Kotabe, Masaaki "Mike" Publication Date: 06/01/2003 Product Type: Harvard Business Review Article Abstract: Espoir Cosmetics has received a tantalizing offer: sponsorship of the sequel to the Hollywood hit Diana's She Devils. For Natasha Singh, the U.S.-based company's global marketing officer, the movie is an ideal vehicle for global brand building. As the film is released in each country, Espoir can launch tie-in lipsticks and nail polishes. But some of Espoir's regional executives don't see it that way. One of them--Vasylko Mazur, the head of Eastern European operations and Tasha's old friend--is particularly upset. "Tasha," he says, "you don't realize how different Eastern Europe is from the rest of the world. Movie-based promotions won't do anything for my sales." Tasha understands his point of view. When she
Marketing
was Espoir's marketing head in India, she had to fight for her unconventional local initiatives. But she has come to believe that tastes are changing rapidly all over the world. From Eastern Europe to the smallest towns in India, customers want the products they see on TV, in the movies, and in international magazines. Should Espoir take its new branding initiative global? May be used with: (R0306X) The Global Brand Face-Off (HBR Case Study). Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2005 R0306A Title: The Global Brand Face-Off (HBR Case Study and Commentary) Author(s): Raman, Anand P.; Thompson, Peter M.; Aaker, Jennifer L.; Manwani, Harish; Clift, Simon; Kotabe, Masaaki "Mike" Publication Date: 06/01/2003 Product Type: Harvard Business Review Article Abstract: Espoir Cosmetics has received a tantalizing offer: sponsorship of the sequel to the Hollywood hit Diana's She Devils. For Natasha Singh, the U.S.-based company's global marketing officer, the movie is an ideal vehicle for global brand building. As the film is released in each country, Espoir can launch tie-in lipsticks and nail polishes. But some of Espoir's regional executives don't see it that way. One of them--Vasylko Mazur, the head of Eastern European operations and Tasha's old friend--is particularly upset. "Tasha," he says, "you don't realize how different Eastern Europe is from the rest of the world. Movie-based promotions won't do anything for my sales." Tasha understands his point of view. When she was Espoir's marketing head in India, she had to fight for her unconventional local initiatives. But she has come to believe that tastes are changing rapidly all over the world. From Eastern Europe to the smallest towns in India, customers want the products they see on TV, in the movies, and in international magazines. Should Espoir take its new branding initiative global? Subjects: Brand management; Brands; Globalization; HBR Case Discussions; International business; Marketing strategy; Product positioning Length: 9p NEW R0306X Title: The Global Brand Face-Off (HBR Case Study) Author(s): Raman, Anand P. Publication Date: 06/01/2003 Product Type: Harvard Business Review Article Abstract: Espoir Cosmetics has received a tantalizing offer: sponsorship of the sequel to the Hollywood hit Diana's She Devils. For Natasha Singh, the U.S.-based company's global marketing officer, the movie is an ideal vehicle for global brand building. As the film is released in each country, Espoir can launch tie-in lipsticks and nail polishes. But some of Espoir's regional executives don't see it that way. One of them--Vasylko Mazur, the head of Eastern European operations and Tasha's old friend--is particularly upset. "Tasha," he says, "you don't realize how different Eastern Europe is from the rest of the world. Movie-based promotions won't do anything for my sales." Tasha understands his point of view. When she was Espoir's marketing head in India, she had to fight for her unconventional local initiatives. But she has come to believe that tastes are changing rapidly all over the world. From Eastern Europe to the smallest towns in India, customers want the products they see on TV, in the movies, and in international magazines. Should Espoir take its new branding initiative global? May be used with: (R0306Z) The Global Brand Face-Off (Commentary for HBR Case Study). Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Year New: 2005 900A19 Title: The Global Branding of Stella Artois Author(s): Beamish, Paul W.; Goerzen, Anthony Publication Date: 10/19/2000 Revision Date: 08/29/2006 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Interbrew had developed into the world's 4th largest brewer by acquiring and managing a large portfolio of national and regional beer brands in markets around the world. Recently, senior management had decided to develop one of their premium beers, Stella Artois, as a global brand. The early stages of Interbrew's global branding strategy and tactics are examined. Geographic Setting: Global Industry Setting: Beer Company Size: large Subjects: Beverages; Brands; International marketing Length: 23p Supplementary Materials: Teaching Note, (800A19), 7p, by Paul W.
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902A23 Title: Global Healthcare Exchange Canada: Trade Exchange Adoption Author(s): Deutscher, Terry H.; Gruber, Dana Publication Date: 12/09/2002 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Global Healthcare Exchange Canada is a business-to-business exchange that connects hospitals and their major suppliers through an electronic procurement process. Founded as a subsidiary of its global parent, the exchange has become the leading health-care exchange in the country, but it is still far short of breakeven. To drive adoption among hospitals and suppliers to the target levels, Global Healthcare must develop a compelling value proposition. This requires overcoming considerable inertia among hospitals that are often reluctant to change their frequently inefficient purchasing processes. Despite the major benefits to be realized from automating supply chain operations in the industry, the adoption decision process among hospitals is highly complex and idiosyncratic. In confronting these challenges, the exchange must also reexamine its own business model, in particular its pricing strategy for both suppliers and hospitals. Geographic Setting: Canada Industry Setting: Health care industry Company Size: mid-size Subjects: Automation; Canada; Health services; Marketing planning; Marketing strategy; Pricing strategy; Purchasing; Suppliers; Supply chain Length: 17p Supplementary Materials: Teaching Note, (802A23), 15p, by Terry H. Deutscher, Dana Gruber Year New: 2004 591084 Title: Global Marketing Management, Video Index Author(s): Quelch, John A. Publication Date: 06/03/1991 Product Type: Supplement Abstract: Designed for use with Global Marketing Management, Video (9-891511). Must be used with: (891511) Global Marketing Management, Video. Industry Setting: Advertising industry Subjects: Advertising; Marketing management; Multinational corporations Length: 1p 503S57 Title: Glossary of Marketing Terms, Spanish Version
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Author(s): Tedlow, Richard S. Publication Date: 09/01/1981 Revision Date: 07/30/1987 Product Type: LACC Note Abstract: Provides definitions of marketing terms. Subjects: Marketing mixes Length: 24p 582044 Title: Glossary of Marketing Terms Author(s): Tedlow, Richard S. Publication Date: 09/01/1981 Revision Date: 07/30/1987 Product Type: Note Abstract: Provides definitions of marketing terms. Subjects: Marketing mixes Length: 24p 594014 Title: Glossary of Retail Terms Author(s): Bell, David E.; Starr, Dinny Publication Date: 08/09/1993 Product Type: Miscellaneous Educational Material Abstract: Presents a glossary of terms commonly used when discussing retailing practices. Industry Setting: Retail industry; Retail industry Subjects: Retailing Length: 7p 585077 Title: Glossary of Technical Terms for Personal Computers Author(s): Quelch, John A.; Collins NA Publication Date: 08/30/1984 Product Type: Supplement (Note) Abstract: Glossary of personal computer terms. To be used with Rainbow Systems, Inc. (A) and Note on the Personal Computer Industry (January 1983). Must be used with: (584090) Rainbow Systems, Inc. (A); (584092) Note on the Personal Computer Industry (January 1983). Industry Setting: Computer industry Subjects: Competition; Computer industry; Consumer marketing; Development stage enterprises; Distribution planning; Market selection; Product positioning Length: 4p 508023 Title: Go Mobile Author(s): Lal, Rajiv; Ross, Catherine Publication Date: 03/14/2008 Product Type: Color Case Abstract: An abstract is not available for this product. Geographic Setting: India Industry Setting: Cellphone; Retail industry; Telecommunications industry Event Year Start: 2006 Event Year End: 2007 Subjects: NO SUBJECTS(KEYWORDS) Length: 25p Year New: 2008 507026 Title: Go Red For Women: Raising Heart Health Awareness Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 09/21/2006 Revision Date: 09/12/2007 Product Type: Color Case Abstract: In 2003, the $654 million American Heart Association (AHA) approached Cone, Inc. (a brand and communications agency) to develop a corporate sponsorship strategy that would raise $75 million over three years. Within 12 months, the AHA launched the highly successful Go Red For Women campaign to help women understand their risk for heart disease. But Go Red became more than a fundraising vehicle. It energized the AHA and its 22 million volunteers, and potentially sparked a long-term movement focused on women and their prevention of heart disease. Traces the development of the relationship between Cone and the AHA and the development of the Go Red For Women campaign. Challenges students to assess the success of Go Red and its impact on the AHA and its goals. Concludes by summarizing three of the AHA's other health initiatives and questions the appropriate role for the AHA and cause marketing. Geographic Setting: United States Industry Setting: Nonprofit Gross Revenues: $654 million revenues Event Year Start: 2004 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 21p Supplementary Materials: Teaching Note, (5-509-017), 12p, by Marie Bell, V. Kasturi Rangan 202X Title: Going to Market: Distribution Systems for Industrial Products (Hardcover) Author(s): Corey, E. Raymond; Cespedes, Frank V.; Rangan, V. Kasturi Publication Date: 01/01/1988 Product Type: HBS Press Book Abstract: Culminating a multiyear research project involving more than 60 companies, this is an authoritative book on the management of business-tobusiness distribution channels. Here is valuable advice on such key issues as: basic channel design; minimizing interand intrachannel competition, managing
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incongruent pricing structures; protecting a channel's network from competitive attack; and gray markets. May be used with Going to Market, Course Module. Subjects: Distribution channels; Industrial markets; Marketing management Length: 500p List Price: $39.95 503S83 Title: Going to Market, Spanish Version Author(s): Dolan, Robert J. Publication Date: 01/06/1999 Revision Date: 10/30/2000 Product Type: LACC Note Abstract: Describes the major issues in deciding how to reach the market. Covers issues of channel design and channel management. Subjects: Distribution channels; Marketing management Length: 10p 599078 Title: Going to Market Author(s): Dolan, Robert J. Publication Date: 01/06/1999 Revision Date: 10/30/2000 Product Type: Note Abstract: Describes the major issues in deciding how to reach the market. Covers issues of channel design and channel management. Subjects: Distribution channels; Marketing management Length: 10p HKU757 Title: Goldlion: Winning over Hong Kong's Hip Generation Author(s): Chan, Isabella; Zhou, Kevin Publication Date: 03/10/2008 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: In 2007, Goldlion, one of Hong Kong's oldest menswear brands, opens the first Goldlion Accessories store in the city as part of its plan to rejuvenate its brand image. The company aims to promote Goldlion as a youthful and trendy brand by creating a fresh, chic and elegant appearance while maintaining its sophisticated image. By rejuvenating its brand image, Goldlion hopes to regain its Hong Kong market, especially the younger segment. This case illustrates the rise and fall of a Hong Kong-born apparel brand. It can be used to teach students to identify the types of marketing information needed to help a company answer its doubts and devise a viable strategy in order to achieve its goals. The case can also be used as a learning tool for designing an appropriate ad-hoc market research plan.
Marketing
Geographic Setting: China; Europe; Hong Kong; Malaysia; Singapore Industry Setting: Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Supplementary Materials: Teaching Note, (HKU758), 8p, by Isabella Chan, Kevin Zhou F99503 Title: Good Cause, Good Business Author(s): Welsh, Jerry C. Publication Date: 09/01/1999 Product Type: Harvard Business Review Article Abstract: A lot of companies have launched marketing campaigns tied to charitable causes. But according to Jerry Welsh, one of the pioneers of causerelated marketing, most of the programs fail to create real benefits for either the companies or the charities. Subjects: Consumer marketing; Marketing strategy Length: 2p 83611 Title: Good Product Support Is Smart Marketing Author(s): Lele, Miland M.; Karmarkar, Uday Publication Date: 11/01/1983 Product Type: Harvard Business Review Article Abstract: When making purchases, customers have expectations about the level of post-purchase support. Companies need to have an explicit support strategy. They should centralize responsibility for product support, factor support needs into product design early, and consider what is important to customers. Subjects: Customer relations; Customer service; Marketing strategy; Product management; Product planning & policy Length: 9p 503S56 Title: Goodyear: The Aquatred Launch, Spanish Version Author(s): Quelch, John A.; Isaacson, Bruce Publication Date: 07/23/1993 Revision Date: 09/07/1994 Product Type: LACC Case Abstract: After many years of R&D, Goodyear has developed the Aquatred, an innovative new tire. However, the tire industry has matured and evolved, raising questions concerning the Aquatred's ability to gain support from Goodyear's independent tire dealers. Students must use information on channel evolution and consumer behavior to make two decisions: whether to launch the Aquatred and whether to expand Goodyear's distribution network. Also explores issues involved in managing a complex distribution structure during a time of rapid change. Geographic Setting: Akron, OH Industry Setting: Tire industry Company Size: Fortune 500 Number of Employees: 105,000 Gross Revenues: $10.9 billion revenues Subjects: Distribution channels; Distribution planning; Marketing implementation; Marketing management; Marketing strategy; New product marketing; Tire industry Length: 23p 594106 Title: Goodyear: The Aquatred Launch Author(s): Quelch, John A.; Isaacson, Bruce Publication Date: 07/23/1993 Revision Date: 09/07/1994 Product Type: Case (Field) Abstract: After many years of R&D, Goodyear has developed the Aquatred, an innovative new tire. However, the tire industry has matured and evolved, raising questions concerning the Aquatred's ability to gain support from Goodyear's independent tire dealers. Students must use information on channel evolution and consumer behavior to make two decisions: whether to launch the Aquatred and whether to expand Goodyear's distribution network. Also explores issues involved in managing a complex distribution structure during a time of rapid change. Geographic Setting: Akron, OH Industry Setting: Tire industry Company Size: Fortune 500 Number of Employees: 105,000 Gross Revenues: $10.9 billion revenues Subjects: Distribution channels; Distribution planning; Marketing implementation; Marketing management; Marketing strategy; New product marketing; Tire industry Length: 23p Supplementary Materials: Teaching Note, (595016), 14p, by John A. Quelch BESTSELLER 500039 Title: Goodyear: The Aquatred Launch (Condensed) Author(s): Chun, Samuel Publication Date: 11/03/1999 Revision Date: 11/09/1999 Product Type: Case (Field) Abstract: Goodyear is planning to launch an innovative new tire in a price sensitive and highly competitive category. The case deals with channel
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conflicts and management issues arising in mature product categories. Geographic Setting: Akron, OH Industry Setting: Tire industry Company Size: Fortune 500 Gross Revenues: $2 billion revenues Subjects: Distribution channels; Distribution planning; Marketing implementation; Marketing management; Marketing strategy; New product marketing; Tire industry Length: 13p Supplementary Materials: Teaching Note, (500044), 9p, by Samuel Chun BH249 Title: Got Slogan? Guidelines for Creating Effective Slogans Author(s): Kohli, Chiranjeev; Leuthesser, Lance; Suri, Rajneesh Publication Date: 09/15/2007 Product Type: Case (Field) Publisher: Business Horizons/Indiana University Abstract: Slogans are a key element of a brand's identity and contribute to a brand's equity. In today's marketplace, almost all brands employ slogans; they enhance a brand's image, aid in its recognition and recall, and help create brand differentiation in consumers' minds. While there is general consensus on the importance of the device itself, little agreement exists as to what constitutes a successful slogan. Although marketing managers use slogans extensively, they are often at a loss when it comes to creating them. In turn, this leads to ineffective use of slogans and, ultimately, the possibility of a surprisingly poor linkage between a brand and its slogan, even among the most well known brands. To explore this phenomenon, surveys articles from a variety of academic streams related to slogans, and also looks at industry publications for relevant case studies. Proposes a series of guidelines for the strategy behind slogans, and on creation and utilization of effective slogans. Subjects: NO SUBJECTS(KEYWORDS) Length: 8p Year New: 2007 571071 Title: Gould, Inc.: Graphics Division Author(s): Sorenson, Ralph Z., II; Wiechmann, Ulrich E. Publication Date: 04/01/1971 Revision Date: 02/29/1984 Product Type: Case (Field) Abstract: Describes the decision of a battery manufacturer to diversify into the computer field through acquisition and the development of a new product. Among the issues to be discussed are the company product fit, phases in new
Marketing
product introduction, product positioning, and distribution strategy. Geographic Setting: Midwestern United States Industry Setting: Computer industry Gross Revenues: $370 million sales Event Year End: 1969 Subjects: Acquisitions; Computer industry; Distribution channels; Diversification; Marketing strategy; Product introduction; Product lines; Product positioning Length: 19p 504040 Title: Grafica, Inc.: Winning the New Jersey Lottery (A) Author(s): McGovern, Gail Publication Date: 09/15/2003 Revision Date: 09/09/2004 Product Type: Case (Field) Abstract: Debra Taeschler, CEO of Grafica, is considering how to structure her agency's bid for the New Jersey Lottery account. The Lottery is facing declining sales in all major categories and plans to slash its 1999 marketing budget by 32%. Taeschler is debating whether to take a conservative approach and submit a bid that builds on the Lottery's current product-focused marketing strategy or take a riskier approach and advocate an entirely new umbrella branding campaign. May be used with: (504046) Grafica, Inc.: Winning the New Jersey Lottery (B). Geographic Setting: New Jersey Industry Setting: Advertising industry Number of Employees: 50 Subjects: Advertising; Bids; Consumer marketing; Customer relations; Market segmentation; Marketing mixes; Marketing planning Length: 12p Supplementary Materials: Supplement (Field), (504047), 3p, by Gail McGovern; Teaching Note, (507023), 13p, by Gail McGovern Year New: 2004 504046 Title: Grafica, Inc.: Winning the New Jersey Lottery (B) Author(s): McGovern, Gail Publication Date: 09/15/2003 Revision Date: 09/09/2004 Product Type: Color Case Abstract: An abstract is not available for this product. May be used with: (504040) Grafica, Inc.: Winning the New Jersey Lottery (A). Subjects: Advertising; Bids; Consumer marketing; Customer relations; Market segmentation; Marketing mixes; Marketing planning Length: 8p Supplementary Materials: Teaching Note, (507023), 13p, by Gail McGovern Year New: 2004 504047 Title: Grafica, Inc.: Winning the New Jersey Lottery (C) Author(s): McGovern, Gail Publication Date: 09/15/2003 Revision Date: 09/09/2004 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. Must be used with: (504040) Grafica, Inc.: Winning the New Jersey Lottery (A). Subjects: Advertising; Bids; Consumer marketing; Customer relations; Market segmentation; Marketing mixes; Marketing planning Length: 3p Supplementary Materials: Teaching Note, (507023), 13p, by Gail McGovern Year New: 2004 575124 Title: Grafton Industries (A) Author(s): Shapiro, Benson P. Publication Date: 06/01/1975 Product Type: Case (Gen Exp) Abstract: Harry Oats has been appointed a district sales manager. This case contains material on the district, its eight salespeople, and their territories. Focuses on deployment. Geographic Setting: United States Industry Setting: Hand tools & power tools Company Size: mid-size Gross Revenues: $270 million sales Subjects: Sales management; Sales strategy; Tools Length: 13p Supplementary Materials: Supplement (Gen Exp), (575125), 2p, by Benson P. Shapiro; Supplement (Gen Exp), (575126), 2p, by Benson P. Shapiro; Supplement (Gen Exp), (575127), 6p, by Benson P. Shapiro; Supplement (Gen Exp), (575128), 3p, by Benson P. Shapiro 575125 Title: Grafton Industries (B) Author(s): Shapiro, Benson P. Publication Date: 06/01/1975 Product Type: Supplement (Gen Exp) Abstract: Provides background opinion on the eight salesmen introduced in the (A) case. Must be used with: (575124) Grafton Industries (A). Industry Setting: Tool Subjects: Sales management; Tools Length: 2p 575126 Title: Grafton Industries (C) Author(s): Shapiro, Benson P. Publication Date: 06/01/1975 Product Type: Supplement (Gen Exp)
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Abstract: Raises the issue of how a new district sales manager should handle his first monthly sales meeting. Must be used with: (575124) Grafton Industries (A). Industry Setting: Tool Subjects: Sales management; Tools Length: 2p 575127 Title: Grafton Industries (D) Author(s): Shapiro, Benson P. Publication Date: 06/01/1975 Revision Date: 05/01/1976 Product Type: Supplement (Gen Exp) Abstract: Presents four typical field sales management problems including the lazy salesman, alcoholic salesman, prematurely retired salesman, and older salesman. Must be used with: (575124) Grafton Industries (A). Industry Setting: Tool Subjects: Sales management; Tools Length: 6p 575128 Title: Grafton Industries (E) Author(s): Shapiro, Benson P. Publication Date: 06/01/1975 Product Type: Supplement (Gen Exp) Abstract: The new district manager is called upon to: 1) recommend salary changes, 2) prepare for performance appraisals, 3) set quotas, and 4) develop an evaluation format. Must be used with: (575124) Grafton Industries (A). Industry Setting: Tool Subjects: Performance appraisal; Sales compensation; Sales management; Tools Length: 3p 508036 Title: Grand Central Publishing (A) Author(s): Elberse, Anita Publication Date: 08/31/2007 Revision Date: 07/14/2008 Product Type: Case (Field) Abstract: In April 2007, Grand Central's publisher Jamie Raab and editor Karen Kosztolnyik were involved in a frantic bidding war for a proposed book on the life of cat Dewey, billed as the feline answer to the best-selling "Marley & Me: Life and Love with the World's Worst Dog." Literary agent Peter McGuigan, who represented the author and ghost writer, had just notified them that a second publisher seeking to close the deal was "shadowing" Grand Central's every move and a preemptive offer of well over a million dollars would be required to secure the acquisition--an exceedingly high amount for a book by a first-time author. Should Grand Central continue to bid for Dewey, wait for the scheduled auction with several interested publishers, or pull out of the
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race? Allows for an in-depth examination of new-product acquisition, development, and launch strategies in the context of the book publishing industry. Provides rich insights into how media and entertainment firms aim to replicate success, and how they find, foster, and sell potential blockbuster products. Also illustrates how similar efforts by competitors increase each firm's dependence on a handful of hits. Contains detailed unique economic data that illustrate the high level of concentration in the distribution of sales and profits across products. By enabling an analysis of the book acquisition, development, and marketing process from the perspective of the publisher, author, and agent, serves as a vehicle for contrasting different approaches to the new product development process. Geographic Setting: United States Industry Setting: Publishing industry Number of Employees: 7,000 Gross Revenues: $2.6 billion revenues Event Year Start: 2007 Event Year End: 2007 Subjects: NO SUBJECTS(KEYWORDS) Length: 20p Supplementary Materials: Teaching Note, (508089), 16p, by Anita Elberse Year New: 2007 590056 Title: Grand Metropolitan ... Adding Value to Foods Author(s): Goldberg, Ray A.; Shaner, Janet Publication Date: 11/27/1989 Revision Date: 12/15/1989 Product Type: Case (Field) Abstract: Grand Metropolitan is a British company that has focused its business in three specific sectors: food, drink, and retailing. In implementing this strategy they acquired Pillsbury in December 1988. The case focuses on Grand Met's implementation of the strategy in this acquisition. Illustrates four specific trends in the food industry: globalization, low cost production, technology to develop new products, and the importance of building brands. Geographic Setting: Global Industry Setting: Food & beverage industries Company Size: large Gross Revenues: $15 billion revenues Subjects: Acquisitions; Food; Strategy implementation Length: 30p 500049 Title: Granny's Goodies, Inc. Author(s): Korman, Kathy; Narayandas, Das Publication Date: 11/25/1999 Revision Date: 02/09/2000 Product Type: Case (Field) Abstract: The young entrepreneurs of Granny's Goodies, Inc., a corporate gift package specialist, face the challenge of finding ways to create consistent revenue streams and reduce sales costs. Outside of a few long-term contracts, the two founders have had to work very hard for each sale. Using extensive customer information that the firm has diligently collected over the previous two years, students need to develop a plan that covers market selection, product policy, and relationship management strategy for the firm. Company Size: start-up Number of Employees: 10 Gross Revenues: $2 million revenues Subjects: Entrepreneurial management; Market segmentation; Marketing strategy Length: 21p IMD073 Title: Grasse Fragrances SA Author(s): Hayes, Michael Publication Date: 01/01/1989 Revision Date: 03/06/2003 Product Type: Case (Field) Publisher: IMD - International Institute for Management Development Abstract: Provides background on a number of sales force management issues facing the firm as it modifies its strategy to reflect changes in the fragrances industry and its customers' buying practices. Can be used to sensitize students to the issues facing MNCs and/or to require them to develop or consider options to deal with the issues. Geographic Setting: France Industry Setting: Fragrance industry Subjects: Consumer goods; France; Sales management; Strategic market planning Length: 14p Supplementary Materials: Teaching Note, (IMD074), 8p, by Michael Hayes NEW 88403 Title: Gray Markets: Causes and Cures Author(s): Cespedes, Frank V.; Corey, E. Raymond; Rangan, V. Kasturi Publication Date: 07/01/1988 Product Type: Harvard Business Review Article Abstract: Gray markets may be the result of natural forces like maturity in a product life cycle (when price emerges as the key factor in purchases) or dislocations in foreign exchange rates. Gray markets are also convenient channels for distributors and producers, and so represent opportunities. Subjects: Distribution; Distribution
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502S43 Title: Great American Knitting Mills: Gold Toe Socks, Spanish Version Author(s): Marshall, Cheri T. Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Gold Toe has an exclusive distribution policy. Its men's socks are sold only through one department store per city. Executives are trying to decide whether, and how, to widen distribution and to determine what impact broader distribution would have on the nature of the business. Key teaching issues: distribution channel management; links between distribution strategy, competitive strategy, and cost structure; nature and replicability of branding; and the appropriateness of high-profit goal in face of increasing competition. Geographic Setting: New York, NY Industry Setting: Hosiery Gross Revenues: $18 million sales Subjects: Brands; Clothing; Distribution channels; Distribution planning; Marketing strategy; Retailing Length: 19p Year New: 2008 581144 Title: Great American Knitting Mills: Gold Toe Socks Author(s): Marshall, Cheri T. Publication Date: 09/01/1981 Revision Date: 04/30/1984 Product Type: Case (Field) Abstract: Gold Toe has an exclusive distribution policy. Its men's socks are sold only through one department store per city. Executives are trying to decide whether, and how, to widen distribution and to determine what impact broader distribution would have on the nature of the business. Key teaching issues: distribution channel management; links between distribution strategy, competitive strategy, and cost structure; nature and replicability of branding; and the appropriateness of high-profit goal in face of increasing competition. Geographic Setting: New York, NY Industry Setting: Hosiery Gross Revenues: $18 million sales Subjects: Brands; Clothing; Distribution channels; Distribution planning; Marketing strategy; Retailing Length: 16p Supplementary Materials: Teaching Note, (585111), 8p, by Robert J. Dolan 603011 Title: Great Dakota Bank: Online Banking Author(s): Frei, Frances X.; Moon,
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Youngme; Rodriguez-Farrar, Hanna Publication Date: 08/07/2002 Revision Date: 06/13/2006 Product Type: Case (Gen Exp) Abstract: In 2002, Great Dakota Bank's retail division is considering how heavily it should be promoting the company's online banking service. A recent promotional campaign appears to have significantly increased enrollments in online banking, but it is unclear whether the bank should continue to trade promotional incentives for online subscriptions. Contains data that force students to consider the impact of adding a new low-cost channel (the Internet) on consumer behavior; this analysis raises questions about whether the new channel does, in fact, lower the cost to serve customers. Industry Setting: Banking industry Subjects: Banking; Consumer behavior; Consumer marketing; Customer relations; Financial services; High technology products; Innovation; Internet Length: 17p NEW 1735 Title: Greater Good: How Good Marketing Makes for Better Democracy (Hardcover) Author(s): Quelch, John A.; Jocz, Katherine Publication Date: 12/28/2007 Product Type: HBS Press Book Abstract: Marketing has a greater purpose, and marketers, a higher calling, than simply selling more widgets, according to John Quelch and Katherine Jocz. In "Greater Good", the authors contend that marketing performs an essential societal function--and does so democratically. They maintain that people would benefit if the realms of politics and marketing were informed by one another's best principles and practices. Quelch and Jocz lay out the six fundamental characteristics that marketing and democracy share: (1) exchange of value, such as goods, services, and promises, (2) consumption of goods and services, (3) choice in all decisions, (4) free flow of information, (5) active engagement of a majority of individuals, and (6) inclusion of as many people as possible. Without these six traits, both marketing and democracy would fail, and with them, society. Drawing on current and historical examples from economies around the world, this landmark work illuminates marketing's critical role in the development, growth, and governance of societies. It reveals how good marketing practices improve the political process and--in turn--the practice of democracy itself. Subjects: NO SUBJECTS(KEYWORDS) Length: 344p List Price: $35.00 Year New: 2008 594047 Title: Green Marketing at Rank Xerox Author(s): Rayport, Jeffrey F.; VanThiel, Joep Publication Date: 06/29/1994 Product Type: Case (Field) Abstract: Xerox Corp. is on the verge of launching a new line of photocopiers made largely from refurbished or recycled parts. In spite of this reclaimed content, the company intends to position the machines as "new." The move is a response to growing environmental pressures in Western Europe and throughout the world. The challenge is how to bring the new line to market, especially with respect to pricing and promotion. Geographic Setting: Europe Industry Setting: Copier industry Company Size: Fortune 500 Subjects: Environmental protection; Industrial markets; Office equipment; Product introduction Length: 31p Supplementary Materials: Teaching Note, (595091), 7p, by Jeffrey F. Rayport UV0787 Title: Green Ox Author(s): Moore, Marian C.; Henderson, Geraldine R.; Wilcox, Ronald T. Publication Date: 07/11/2007 Product Type: Case (Field) Abstract: Ever find yourself looking for the perfect case for an exam or midterm? They can be quite rare. "Green Ox" was written specifically for a midterm exam in an MBA Marketing Management class. Rather than focus on one particular concept or issue (e.g., segmentation, product line depth), the case challenges students to develop a marketing strategy for a food and beverage manufacturer's new line of sports beverages that contain beneficial antioxidants. Focal decisions include choosing a segmentation scheme(s), choosing a specific target segment(s), and articulating a positioning statement(s) for the new product--in light of market trends, customer information, and competitor positions. Students must also make recommendations regarding the product name, number of products in the line, and the price (including a breakeven analysis). Distribution and promotion issues are downplayed, yet there is sufficient information to determine whether students'
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recommendations on the larger issues account for the necessary integration of the 4Ps. Subjects: NO SUBJECTS(KEYWORDS) Length: 11p Supplementary Materials: Teaching Note, (UV0788), 11p, by Marian C. Moore, Geraldine R. Henderson, Ronald T. Wilcox Year New: 2008 75AX10 Title: Grenadier Chocolate Co. Ltd.: Milkmate Author(s): Nourse, Robert E.M. Publication Date: 01/01/1975 Revision Date: 10/24/1994 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: A Canadian businessman with extensive experience in consumer packaged goods marketing for a large U.S.-owned multinational decides to start his own company. After an extensive search, he selects a product to compete in the milk-modifying market with Nestle, Hershey, and Cadbury. The new product has several attribute advantages, and consumer panel test data are included. Students are asked to prepare a marketing program within the constraints of available financial resources. Withdrawn 01/23/97 per Ivey School of Business. Geographic Setting: Canada Industry Setting: Consumer products Company Size: small Subjects: Canada; Consumer goods; Consumer marketing; Development stage enterprises; Marketing planning; Product introduction Length: 9p 579012 Title: Grey Advertising/Canada Dry Account Author(s): Ward, Scott; Cline, Craig E. Publication Date: 08/01/1978 Revision Date: 10/01/1979 Product Type: Case (Field) Abstract: After taking over Canada Dry's mixers account in 1966, Grey Advertising assembled a successful ad campaign that increased ginger ale sales significantly. But Canada Dry's market share for ginger ale and its other mixer products had remained the same or declined during this period. A consumer research study, using psychographics and various demographic and attitudinal techniques, is commissioned by Canada Dry as a prelude to a $2 million ad campaign designed to arrest the market share trend. Various consumer behavior, research, and managerial issues are raised by the study. Grey Advertising
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must now develop a strategy based on the results of this study. Geographic Setting: New York, NY Industry Setting: Soft drink industry Company Size: mid-size Gross Revenues: $100 million sales Event Year Start: 1968 Event Year End: 1968 Subjects: Advertising campaigns; Advertising strategy; Beverages; Demographics; Market research; Polls & surveys Length: 26p Supplementary Materials: Teaching Note, (579047), 7p, by Scott Ward 99A014 Title: Grey China Author(s): Hulland, John S.; Everatt, Donna Publication Date: 10/27/1999 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Grey China is a subsidiary of Grey Advertising, based in New York. Established in 1917, Grey Advertising offered a variety of marketing and corporate services through its 377 branches in 88 countries, which employed 10,000 people. This case provides an overview of how an advertising agency functions, as well as illustrates timely advertising industry issues, such as specialization and globalization. The CEO of Grey China must decide whether to launch an interactive services department to capitalize on the potential for a firstmover advantage. Many marketing managers in Hong Kong and China were unaware of how interactive marketing could be integrated into their marketing communications programs. Grey China had the daunting task of building primary market demand for interactive marketing communications. Geographic Setting: Hong Kong; China Industry Setting: Service industries Company Size: mid-size Number of Employees: 10,000 Subjects: Advertising; Asia; Corporate strategy; Market analysis; Marketing mixes Length: 18p Supplementary Materials: Teaching Note, (899A14), 10p, by Donna Everatt HKU164 Title: Grey Worldwide: Strategic Repositioning Through CRM Author(s): Yu, Julie; Farhoomand, Ali F.; Khan, Shamza; McCauley, Marissa Publication Date: 11/09/2001 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: Discusses how Grey Worldwide Hong Kong and China (Grey WW-HK/China) is repositioning itself through defined e-marketing and CRM strategies for the Asian market. Examines how integral its customer relationship group is in building a CRM strategy to deliver client value proposition. Grey WW-HK/China has very strong umbrella brand equity, but the brand capital has to be invigorated through a renewed e-marketing focus. Constrained by changing market conditions, particularly industry pressure on commission margins, Grey WWHK/China needs to differentiate itself and is assessing CRM's value in developing loyal and lifetime customers. However, in a growing Asian market, Grey WW-HK/China is in heated competition with other players, including management consultants, traditional agencies, and pure on-line players who are actively pursuing a CRM business focus. Grey WW-HK/China's CRM team is in the process of developing an Asiaspecific CRM blueprint for its internal management, something that is transferable to Grey's clients. Grey WWHK/China is considering merging technology with traditional marketing philosophy, and the team is expected to deliver a proposal that outlines the CRM tools that Grey WW-HK/China should use to reposition its brand and build customer loyalty. Geographic Setting: Hong Kong Industry Setting: Communications industry Subjects: Brand equity; China; Communications industry; Customer relations; Implementation; Knowledge management; Market positioning Length: 18p Supplementary Materials: Teaching Note, (HKU165), 13p, by Julie Yu, Ali F. Farhoomand, Shamza Khan, Marissa McCauley BH200 Title: The Greydollarfella: An Endangered Species or a Market Opportunity? Author(s): Ogden-Barnes, Stephen; Minahan, Stella Publication Date: 07/15/2006 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Identifies an ignored and endangered species: the mature male shopper--the Greydollarfella. Based on current research and interviews, the Greydollarfella, unlike younger men, appears not to like shopping and, so, is often ignored by retailers or excluded from the retail environment. We argue that the Greydollarfella should be included in, not sidelined from, retail and
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marketing considerations. He is much wealthier and less time-poor than younger men and deserves a retail environment that suits his preferences and consumer requirements. The Greydollarfella--not well understood, undervalued, and often marginalized by retail marketing strategies--offers great value for marketers and retailers willing to take the time to understand his psyche, product and service needs, and views on the retail experience. Industry Setting: Marketing research industry; Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 6p Year New: 2006 586015 Title: Griffin Corp. Author(s): Bonoma, Thomas V.; Spence, Shirley M. Publication Date: 11/22/1985 Revision Date: 08/25/1987 Product Type: Case (Field) Abstract: Management of the Griffin Corp., a small manufacturer and seller of a broad line of agricultural chemicals that had acquired the Kocide Chemical Co., an $18 million agrichemical company, decided to leave the two firms' domestic sales and marketing organization intact. Should Griffin and Kocide sales forces be merged, and if so, how? To place that decision in context, the case provides an overview of the agricultural chemicals industry, gives background information on Griffin and Kocide, and documents the steps taken to date to integrate the acquired company into Griffin's organization. Written for use in first year marketing, the classroom objective is to expose students to some of the implementational issues that arise when a company makes a major marketing acquisition. Geographic Setting: United States Industry Setting: Agricultural chemical industry Gross Revenues: $64 million sales Subjects: Acquisitions; Agribusiness; Chemicals; Marketing organization; Marketing planning; Sales management Length: 23p 596054 Title: Groupe Danone Prepares for the Next Century Author(s): Goldberg, Ray A.; Ashcroft, Elizabeth Publication Date: 10/03/1995 Product Type: Case (Field) Abstract: Danone is the largest food company in France and is in the top ten in the world, but most of its activity is in France, Spain, and Italy. How does it become a global company? Should it?
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How does it leverage its leadership in yogurt, biscuits, and mineral water? Geographic Setting: Global Industry Setting: Food & beverage industries Number of Employees: 68,000 Gross Revenues: 76.8 billion French francs Subjects: Beverages; Food; France; International marketing Length: 36p 83116 Title: Growing Ventures Can Anticipate Marketing Stages Author(s): Tyebjee, Tyzoon T.; Bruno, Albert V.; McIntyre, Shelby H. Publication Date: 01/01/1983 Product Type: Harvard Business Review Article Abstract: A growing business evolves by adapting to changes in its environment through its marketing function. Usually this function goes through four stages: entrepreneurial marketing; opportunistic marketing; responsive marketing; and diversified marketing. Subjects: Marketing organization; Marketing strategy; Organizational development; Small business Length: 4p 509025 Title: Grupo Bimbo: Growth and Social Responsibility Author(s): Garcia-Cuellar, Regina; Rangan, V. Kasturi Publication Date: 01/13/2009 Revision Date: 02/23/2009 Product Type: Color Case Abstract: Bimbo, headquartered in Mexico with 2008 sales of $7 billion, was one of the largest bakery companies in the world. Even as it had grown spectacularly in the last several decades, the company had earned a stellar reputation for its Corporate Social Responsibility. As the company set its sights on international expansion, its third generation CFO, Daniel Servitje, wondered how to keep its growth and CSR objectives neatly aligned. Geographic Setting: Mexico Industry Setting: Food industry; Retail industry Number of Employees: 100,000 Gross Revenues: $7 billion Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 22p 502039 Title: Grupo Elektra Author(s): Arnold, David J.; Herrero, Gustavo A.; Monteiro, Luiz Felipe Publication Date: 11/05/2001 Revision Date: 06/27/2003 Product Type: Case (Field) Abstract: Grupo Elektra is Latin America's largest consumer finance company based on credit sales in its hard goods retail outlets. It has started to internationalize in Latin America but now must to decide whether to enter the U.S. Hispanic market and which of its two core businesses (retail and finance) to emphasize. Geographic Setting: Mexico Industry Setting: Retail industry Number of Employees: 3,000 Gross Revenues: $1.5 billion revenues Subjects: International marketing; Mexico; Retailing Length: 28p Supplementary Materials: Teaching Note, (503109), 8p, by David J. Arnold, Alexandra de Royere 503S39 Title: Grupo Elektra, Spanish Version Author(s): Arnold, David J.; Herrero, Gustavo A.; Monteiro, Luiz Felipe Publication Date: 11/05/2001 Product Type: LACC Case Abstract: Grupo Elektra is Latin America's largest consumer finance company based on credit sales in its hard goods retail outlets. It has started to internationalize in Latin America but now has to decide whether to enter the U.S. Hispanic market and which of its two core businesses (retail and finance) to emphasize. Teaching Purpose: To examine the growth options facing an emerging market retailer with a dominant position in its domestic Mexican market. Geographic Setting: Mexico Industry Setting: Retail industry Number of Employees: 3,000 Gross Revenues: $1.5 billion revenues Subjects: International marketing; Mexico; Retailing Length: 29p 504S24 Title: Grupo Televisa S.A. de C.V., Spanish Version Author(s): Quelch, John A.; Ginns, Jonathan J. Publication Date: 06/08/1993 Revision Date: 07/07/1995 Product Type: LACC Case Abstract: Top management of Univisa, the North American subsidiary of the Mexican media conglomerate Televisa, meet to determine how to pursue opportunities to serve the Spanishspeaking population in North America. They must determine how to relate Univisa's market penetration strategy in North America to the broader global expansion strategy of Televisa. Geographic Setting: Mexico
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Industry Setting: Telecommunications industry Company Size: large Gross Revenues: $1 billion revenues Subjects: Advertising; Communications industry; International marketing; Mexico Length: 20p 595021 Title: Guinness PLC Author(s): Goldberg, Ray A.; Kelley, Grant; Travis, Quintus Publication Date: 09/23/1994 Revision Date: 10/20/1994 Product Type: Case (Field) Abstract: Changing demographics, new types of competition, and new attitudes toward alcoholic beverages force the company to rethink priorities. Geographic Setting: Global Industry Setting: Beef industry; Liquor Gross Revenues: $9 billion revenues Subjects: Beverages; Consumer marketing; Corporate strategy; Demographics; Marketing strategy; United Kingdom Length: 37p 501005 Title: Guru.com Author(s): Lal, Rajiv; Leamon, Ann Publication Date: 09/15/2000 Product Type: Case (Field) Abstract: An online resource for independent professionals must create a marketing plan to build brand awareness. Along with the tone and message of the ads, the executives must choose from several different treatments and media, keeping within their budget. Geographic Setting: San Francisco, CA Industry Setting: Staffing Number of Employees: 40 Subjects: Electronic commerce; Marketing planning Length: 30p 502053 Title: H-E-B Own Brands Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 02/05/2002 Revision Date: 12/17/2003 Product Type: Color Case Abstract: H-E-B is a $9 billion grocery chain located in Southwest Texas. This case focuses on H-E-B's private label strategy, a product category that accounts for 19% of H-E-B's sales and one that earns gross margins 50% higher than national brands. A leader in its markets, H-E-B is faced with increasing competition, especially from Wal-Mart, which has aggressively entered the Texas markets with a series of "supercenters." Although the case specifically focuses on H-E-B's Own Brands (private label), it more broadly
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raises important strategic questions regarding H-E-B's ability to compete effectively in this new market environment. Includes color exhibits. Geographic Setting: Texas Industry Setting: Grocery stores; Retail industry Number of Employees: 33,000 Gross Revenues: $9 billion revenues Subjects: Brands; Competition; Customer service; Retailing; Supermarkets Length: 23p Supplementary Materials: Teaching Note, (503006), 8p, by V. Kasturi Rangan 569011 Title: H.J. Heinz Co. (A) Author(s): Marshall, Martin V.; Kurtz, Ronald Publication Date: 02/01/1969 Revision Date: 10/19/1987 Product Type: Case (Field) Abstract: A new product manager develops strategy to reverse a downward sales trend for Heinz Ketchup. Industry Setting: Condiment & sauce industry; Food industry Event Year Start: 1964 Event Year End: 1964 Subjects: Advertising strategy; Distribution channels; Food; Pricing strategy; Sales promotions Length: 27p 569012 Title: H.J. Heinz Co. (B) Author(s): Marshall, Martin V.; Kurtz, Ronald Publication Date: 02/01/1969 Product Type: Case (Field) Abstract: A product manager prepares an annual marketing plan for Heinz Ketchup. Industry Setting: Condiment & sauce industry; Food industry Event Year Start: 1964 Event Year End: 1964 Subjects: Advertising strategy; Distribution channels; Food; Pricing strategy; Sales promotions Length: 21p 569013 Title: H.J. Heinz Co. (C) Author(s): Marshall, Martin V.; Kurtz, Ronald Publication Date: 02/01/1969 Product Type: Case (Field) Abstract: A review of previous year's performance and the preparation of a second annual marketing plan for Heinz Ketchup. Industry Setting: Condiment & sauce industry; Food industry Event Year Start: 1965 Event Year End: 1965 Subjects: Advertising strategy; Distribution channels; Food; Pricing strategy; Sales promotions Length: 19p 586035 Title: H.J. Heinz Co.: Plastic Bottle Ketchup (A) Author(s): Quelch, John A.; Teopaco, John L. Publication Date: 09/04/1985 Revision Date: 09/01/1987 Product Type: Case (Field) Abstract: The Heinz Ketchup product manager must decide whether or not to launch a new plastic bottle and, if so, what marketing program and support to place behind it. Geographic Setting: United States Industry Setting: Packaged food industry Company Size: Fortune 500 Gross Revenues: $3.7 billion sales Subjects: Consumer marketing; Market research; Packaging; Product lines; Product management Length: 25p Supplementary Materials: Teaching Note, (587132), 10p, by John A. Quelch; Case Video, (886527), 4 min, by John A. Quelch 586036 Title: H.J. Heinz Co.: Plastic Bottle Ketchup (B) Author(s): Quelch, John A.; Teopaco, John L. Publication Date: 09/18/1985 Product Type: Case (Field) Abstract: The Heinz Ketchup product manager discovers she does not have sufficient finished inventory and production capacity to meet trade demand for a new plastic bottle ketchup. Alternatives include cancelling promotion events and putting the trade on allocation. Geographic Setting: United States Industry Setting: Packaged food industry Company Size: Fortune 500 Gross Revenues: $3.7 billion sales Subjects: Consumer marketing; Distribution; Marketing management; Packaging; Product lines; Product management Length: 7p Supplementary Materials: Teaching Note, (595023), 7p, by John A. Quelch 586067 Title: H.J. Heinz Co.: Plastic Bottle Ketchup (C) Author(s): Quelch, John A.; Teopaco, John L. Publication Date: 11/18/1985 Product Type: Case (Field)
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Abstract: The Heinz Ketchup product manager is rolling out a new plastic bottle. The demand is exceeding manufacturing 's ability to supply product. The product manager must decide whether or not to put the trade on allocation or what other action to take. Geographic Setting: United States Industry Setting: Packaged food industry Company Size: Fortune 500 Subjects: Consumer marketing; Marketing management; Packaging; Product management; Production planning Length: 7p Supplementary Materials: Teaching Note, (595024), 8p, by John A. Quelch 886527 Title: H.J. Heinz Co.: Plastic Bottle Ketchup, Video of Commercials Author(s): Quelch, John A. Publication Date: 12/10/1985 Product Type: Case Video Abstract: Presents commercials to accompany the case, in which the product manager is deciding on the marketing program for a new plastic bottle. Must be used with: (586035) H.J. Heinz Co.: Plastic Bottle Ketchup (A). Industry Setting: Advertising industry Subjects: Advertising; Consumer marketing; Packaging; Product management; Sales promotions Length: 4 min List Price: $150.00 10115 Title: HBR Case Studies: Marketing Through Minefields Author(s): HBSP, Harvard Business School Publishi Publication Date: 01/05/2009 Product Type: HBS Press Book Abstract: Marketers today face growing expectations, but face the same basic questions: how can you offer customers what they really want? Is your brand strong enough to compete globally? How can you satisfy different customers without appearing to play favorites? See how leading marketing experts weigh in on these and other crucial questions and find answers to your toughest challenges in this collection of the most popular Harvard Business Review cases. The HBR Case Studies series: Every day, managers face challenges that put them to the test. When it comes to the thorniest dilemmas, there's never just one right answer. Get the guidance you need from our new HBR Case Studies series. Straight from the pages of the Harvard Business Review, each book breaks down your most familiar--and formidable--business problems. You'll get six engaging scenarios, each with
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several detailed solutions by today's leading experts. Read the cases, gain more perspective, and hone your instincts--so you can finalize your plan and move forward more successfully. Subjects: NO SUBJECTS(KEYWORDS) Length: 208p List Price: $12.95 593051 Title: HBS Publishing Group: The Case of the (Electronic) Case Author(s): Dhebar, Anirudh Publication Date: 11/09/1992 Revision Date: 06/22/1994 Product Type: Case (Field) Abstract: The HBS Publishing Group, a newly formed publishing organization responsible for supporting and extending the educational mission of the Harvard Business School, is considering the possibility of delivering the "case study"-the mainstay of HBS's case method of business-management education--in electronic multimedia form. The new form is radically different from traditional print-on-paper cases. How will it affect the authors, the students, the case method of study, and the casepublishing activity? Geographic Setting: Boston, MA Industry Setting: Education industry; Publishing industry Gross Revenues: $40 million revenues Subjects: Product design; Product development; Publishing industry Length: 12p 500021 Title: HP Consumer Products Business Organization: Distributing Printers via the Internet Author(s): Lal, Rajiv; Prescott, Edith D.; Kalyanam, Kirthi Publication Date: 10/08/1999 Revision Date: 03/22/2000 Product Type: Case (Field) Abstract: In spring 1998, Pradeep Jotwani, vice president and general manager of the Consumer Products Business Organization of the HewlettPackard Co. (HP), was contemplating the increasing success of e-commerce and its implications for his division. The consumer products group had started selling refurbished printers through an Internet outlet center in December 1997, but Jotwani was now considering a move to sell new printers directly to consumers via this new channel. If he were to make such a move, he wondered which products to sell online at what prices, and how to communicate this strategy to the channel partners without damaging the existing distribution structure. Geographic Setting: United States Industry Setting: Computer peripherals Company Size: Fortune 500 Number of Employees: 122,000 Gross Revenues: $43 billion revenues Subjects: Computer industry; Distribution channels; Electronic commerce; Internet; Marketing strategy; Pricing; Retailing Length: 12p Supplementary Materials: Teaching Note, (501081), 10p, by Robert J. Dolan; Teaching Note, (503025), 7p, by Rajiv Lal 502S32 Title: HP Consumer Products Business Organization: Distributing Printers via the Internet, Spanish Version Author(s): Lal, Rajiv; Prescott, Edith D.; Kalyanam, Kirthi Publication Date: 08/09/2002 Product Type: LACC Case Abstract: In spring 1998, Pradeep Jotwani, vice president and general manager of the Consumer Products Business Organization of the HewlettPackard Co. (HP), was contemplating the increasing success of e-commerce and its implications for his division. The consumer products group had started selling refurbished printers through an Internet outlet center in December 1997, but Jotwani was now considering a move to sell new printers directly to consumers via this new channel. If he were to make such a move, he wondered which products to sell online at what prices, and how to communicate this strategy to the channel partners without damaging the existing distribution structure. Teaching Purpose: To have students understand manufacturers' difficulties in managing channel partner relationships in the face of emerging technology. Geographic Setting: United States Industry Setting: Computer peripherals Company Size: Fortune 500 Number of Employees: 122,000 Gross Revenues: $43 billion revenues Subjects: Computer industry; Distribution channels; Electronic commerce; Internet; Marketing strategy; Pricing; Retailing Length: 12p Year New: 2006 908A17 Title: HSBC Credit Card Rewards Program Author(s): Fisher, Robert J. Publication Date: 09/17/2008 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Around 1994, competition in the credit card market was based on price (i.e., interest rates and annual
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fees). After Chase and American Express launched bonus point programs in 1993, HSBC was forced to follow in 1994. The original program was targeted at high-income consumers as with luxury brand redemption items. Competition reacted and consumers quickly learned to expect a points program as a standard feature. Again, HSBC differentiated their credit card products by adding a wider range of redemption items, and lowering redemptions levels. Problems emerged in 1997-1998 as the program became a source of complaints because of operational difficulties in fulfillment and a lack of competitive advantage in the marketplace. In 1999, HBSC's credit card was rated poorly, largely because of the problems with the bonus point system. Research was used to understand consumers and revitalize the program. Significant changes were made in the features, improved operations and an improved selection of redemption items. By 2002, the program was rated as one of the best in the industry. The challenge is, "Where does HSBC go from here?" Geographic Setting: Hong Kong Industry Setting: Banking industry; Credit industry Subjects: NO SUBJECTS(KEYWORDS) Length: 22p Supplementary Materials: Teaching Note, (808A17), 6p, by Robert J. Fisher 503101 Title: Habitat for Humanity International: Brand Valuation Author(s): Quelch, John A.; Laidler, Nathalie Publication Date: 06/30/2003 Revision Date: 10/27/2003 Product Type: Case (Field) Abstract: Habitat for Humanity underwent a brand valuation study and found that its brand was worth $1.8 billion, equivalent to Starbucks. Senior management reviews the issues facing the organization; students are afforded insights into what drives brand value for a major nonprofit and what is critical for building and protecting brand value. Geographic Setting: Global Gross Revenues: $162 million revenues Subjects: Brand management; Brands; International marketing; Marketing strategy; Nonprofit organizations Length: 27p Supplementary Materials: Video, (505703), 5 min, by John A. Quelch; Teaching Note, (505027), 10p, by John A. Quelch, Nathalie Laidler NEW
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HKU680 Title: Haier: How to Turn a Chinese Household Name into a Global Brand Author(s): Mottahedeh, Kasra; Bushihri, M Publication Date: 09/25/2007 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: "We don't need more production capability. What we need is a higher design level and a bigger sales network", said the CEO of Haier, China's largest white goods manufacturer and one of the world's fastest growing white goods companies. Haier began its efforts to go global in 1999 by tapping into the US market with niche products. In 2006, Haier announced that it planned to launch a new global development strategy to bolster its global brand awareness. It hoped to sell bigger and technologically-rich white goods in the overseas markets and differentiate itself from other Chinese commodity players. This case study explores Haier's roadmap in transforming itself from a Chinese household name to a global brand, and examines the effectiveness of its product diversification and design strategy in its global expansion. Geographic Setting: China Industry Setting: Telecommunications industry Subjects: NO SUBJECTS(KEYWORDS) Length: 32p Supplementary Materials: Teaching Note, (HKU681), 14p, by Kasra Mottahedeh, M Bushihri Year New: 2007 505005 Title: Hale and Dorr (A) Author(s): Godes, David B. Publication Date: 06/08/2005 Revision Date: 11/30/2005 Product Type: Case (Field) Abstract: Highlights how word-of-mouth is crucial in the acquisition of new customers. Specifically, it shows the existence of both internal (to the firm) and external markets for customer leads. Geographic Setting: Boston, MA Industry Setting: Legal services Number of Employees: 1,000 Gross Revenues: $300 million revenues Event Year Start: 2003 Event Year End: 2003 Subjects: NO SUBJECTS(KEYWORDS) Length: 16p Supplementary Materials: Supplement (Field), (505070), 4p, by David B. Godes; Teaching Note, (5-508-117), 20p, by David B. Godes Year New: 2005 505070 Title: Hale and Dorr (B) Author(s): Godes, David B. Publication Date: 06/08/2005 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (505005) Hale and Dorr (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Supplementary Materials: Teaching Note, (5-508-117), 20p, by David B. Godes Year New: 2005 579196 Title: Handyman Author(s): Salmon, Walter J.; Parpia, Manu; Publication Date: 05/01/1979 Revision Date: 10/18/1984 Product Type: Case (Field) Abstract: Handyman, a subsidiary of Edison Brothers with a well-established position in home centers on the West Coast and Texas, is faced with a decision on what to do with its four stores in Chicago, a particularly difficult market. Geographic Setting: Chicago, IL Industry Setting: Building materials industries Company Size: mid-size Subjects: Household products; Retailing; Strategic planning Length: 34p 574011 Title: Harlan Chemical Corp. Author(s): Corey, E. Raymond Publication Date: 09/01/1973 Revision Date: 06/21/1983 Product Type: Case (Field) Abstract: The company established a new division in 1952 to sell a miners' product. In 1958, the problem arises whether to sell this operation or to continue it with improvements. Geographic Setting: East Coast Industry Setting: Chemical industry Event Year Start: 1958 Event Year End: 1958 Subjects: Chemicals; New product marketing; Product development; Product lines Length: 17p Supplementary Materials: Supplement (Note), (582009), 2p, by Barbara B. Jackson; Teaching Note, (583095), 9p, by E. Raymond Corey 582009 Title: Harlan Chemical Corp., Addendum Author(s): Jackson, Barbara B. Publication Date: 07/01/1981 Product Type: Supplement (Note)
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Abstract: Contains numerical exhibits. Must be used with: (574011) Harlan Chemical Corp. Industry Setting: Chemical industry Subjects: Chemicals; New product marketing; Product development; Product lines Length: 2p 505S16 Title: Harlequin Romances--Poland (A), Spanish Version Author(s): Quelch, John A.; Laidler, Nathalie Publication Date: 07/22/1993 Revision Date: 06/05/2000 Product Type: LACC Case Abstract: Harlequin Enterprises, the world's leading publisher of series romances, has been particularly successful in Poland. The case explores some of the challenges/opportunities of doing business in Eastern Europe and the marketing mix elements for success. Teaching Purpose: Demonstrates the importance of the marketing mix elements in building a brand in Eastern Europe and the importance of local leadership. Geographic Setting: Poland Industry Setting: Publishing industry Subjects: Consumer marketing; Direct marketing; Eastern Europe; International marketing; Marketing mixes; Publishing industry Length: 27p 594017 Title: Harlequin Romances--Poland (A) Author(s): Quelch, John A.; Laidler, Nathalie Publication Date: 07/22/1993 Revision Date: 06/05/2000 Product Type: Case (Field) Abstract: Harlequin Enterprises, the world's leading publisher of series romances, has been particularly successful in Poland. The case explores some of the challenges/opportunities of doing business in Eastern Europe and the marketing mix elements necessary for success. Geographic Setting: Poland Industry Setting: Publishing industry Subjects: Consumer marketing; Direct marketing; Eastern Europe; International marketing; Marketing mixes; Publishing industry Length: 26p Supplementary Materials: Teaching Note, (595068), 11p, by John A. Quelch; Supplement (Field), (599022), 3p, by David J. Arnold 599022 Title: Harlequin Romances--Poland (B) Author(s): Arnold, David J. Publication Date: 09/18/1998
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Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (594017) Harlequin Romances--Poland (A). Geographic Setting: Europe, Eastern Industry Setting: Publishing industry Subjects: Consumer marketing; Direct marketing; Eastern Europe; International marketing; Marketing mixes; Publishing industry Length: 3p 584077 Title: Harley-Davidson Motor Co.: A New Beginning? Author(s): Buzzell, Robert D. Publication Date: 01/16/1984 Revision Date: 05/20/1985 Product Type: Case (Library) Abstract: This case, prepared from material that has been published, is a sequel to Harley-Davidson: Marketing Strategy for Motorcycles--1977. It summarizes events in the company and its industry from 1978 up to late 1983, including the leveraged buyout of Harley-Davidson by its executives from AMF and the imposition of a 49% tariff on large motorcycles by the United States in 1983. Geographic Setting: United States Industry Setting: Motorcycle Company Size: Fortune 500 Gross Revenues: $300 million sales Subjects: Competition; Imports; Industry analysis; Leveraged buyouts; Motorcycles; Product planning & policy; Regulation Length: 6p 584032 Title: Harley-Davidson: Marketing Strategy for Motorcycles--1977 Author(s): Buzzell, Robert D. Publication Date: 09/08/1983 Product Type: Case (Library) Abstract: Incorporates material on AMF, Harley-Davidson's parent company. This information is designed to permit analysis of Harley-Davidson in the context of AMF's corporate strategy and overall business portfolio. A rewritten version of two earlier cases. May be used with: (578210) Note on the Motorcycle Industry--1975. Industry Setting: Motorcycle Company Size: Fortune 500 Subjects: Competition; Corporate strategy; Market structure; Marketing planning; Motorcycles Length: 17p Supplementary Materials: Teaching Note, (585175), 6p, by Robert D. Buzzell SMR276 Title: Harnessing the Power of the OhSo-Social Web Author(s): Bernoff, Josh; Li, Charlene Publication Date: 04/01/2008 Product Type: Case (Field) Abstract: Thanks to a variety of online social applications--including blogs, social networking sites like MySpace, user-generated content sites like YouTube and countless communities across the Web--people are increasingly connecting with and drawing power from one other. In fact, customers are now beginning to define their own perspective on companies and brands, a view that's often at odds with the image a business wants to project. But organizations need not be on the defensive. Indeed, some savvy executives have already been turning this groundswell of customer power to their advantage. To investigate how, the authors interviewed managers and employees at over 100 companies that were rolling out social applications. From this research, they developed a strategic framework that businesses can use to implement social applications in a number of departments, including research and development, marketing, sales, customer support and operations. Copyright Holder: MIT Sloan Management Review Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2008 504S28 Title: Harper Chemical Co., Inc., Spanish Version Author(s): Corey, E. Raymond Publication Date: 08/10/1989 Revision Date: 12/15/1998 Product Type: LACC Case Abstract: A company acquires the rights to a mineral with potential uses in the ceramic and paint industries. After many years, sales are still far below expectations and the company considers selling the whole operation to a potential customer. Rewritten version of an earlier case. Geographic Setting: United States Industry Setting: Chemical industry Company Size: large Gross Revenues: $945 million sales Subjects: Chemicals; Industrial markets; Market segmentation; Marketing strategy; New product marketing; Purchasing Length: 25p 590027 Title: Harper Chemical Co., Inc. Author(s): Corey, E. Raymond Publication Date: 08/10/1989 Revision Date: 12/15/1998 Product Type: Case (Field) Abstract: A company acquires the rights to a mineral with potential uses in the
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ceramic and paint industries. After many years, sales are still far below expectations and the company considers selling the whole operation to a potential customer. Rewritten version of an earlier case. Geographic Setting: United States Industry Setting: Chemical industry Company Size: large Gross Revenues: $945 million sales Subjects: Chemicals; Industrial markets; Market segmentation; Marketing strategy; New product marketing; Purchasing Length: 25p Supplementary Materials: Supplement (Field), (590028), 2p, by E. Raymond Corey; Teaching Note, (590029), 8p, by E. Raymond Corey 590028 Title: Harper Chemical Co., Inc., Addendum Author(s): Corey, E. Raymond Publication Date: 08/10/1989 Revision Date: 07/20/1993 Product Type: Supplement (Field) Abstract: Provides additional quantitative exhibits, including a pro forma income statement and break-even calculations for the operation and makes assumptions about marketing strategy. A rewritten version of an earlier case. Must be used with: (590027) Harper Chemical Co., Inc. Industry Setting: Chemical industry Subjects: Chemicals; Industrial markets; Market segmentation; Marketing strategy; New product marketing; Purchasing Length: 2p 502011 Title: Harrah's Entertainment, Inc. Author(s): Lal, Rajiv; Carrolo, Patricia Martone Publication Date: 10/25/2001 Revision Date: 06/14/2004 Product Type: Case (Field) Abstract: Describes a situation facing Philip Satre, chairman and CEO of Harrah's Entertainment, Inc. Satre was reading a May 2000 Wall Street Journal story that discussed the company's marketing success in targeting low rollers, the 100% growth in stock price and profits in the year to December 1999, and the revenue growth of 50%, which significantly outpaced the industry. The exciting articles aroused Satre's desire to know more about the activities of his then COO, Gary Loveman, and his team of "propeller heads" with respect to their database marketing efforts and the Total Reward Program. Satre was interested in two questions: He wanted to know how much these marketing efforts had contributed to Harrah's
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overall performance and whether these marketing results were a one-shot event or could be achieved year after year, especially as the competition introduced similar programs. May be used with: (R0202J) Avoid the Four Perils of CRM. Geographic Setting: Las Vegas, NV Industry Setting: Casino Gross Revenues: $3 billion revenues Subjects: Customer relations; Entertainment industry; Loyalty; Service management Length: 27p Supplementary Materials: Teaching Note, (502091), 10p, by Rajiv Lal; Case Video, (506710), 14 min, by John Deighton; Case Video, DVD, (506709), 14 min, by John Deighton; Case Video, Streaming, (1-180-3), 14 min, by John Deighton 503S69 Title: Harrah's Entertainment, Inc., Spanish Version Author(s): Lal, Rajiv; Carrolo, Patricia Martone Publication Date: 10/25/2001 Revision Date: 05/22/2002 Product Type: LACC Case Abstract: Philip Satre, chairman and CEO of Harrah's Entertainment, was reading a May 2000 Wall Street Journal story that discussed the company's marketing success in targeting low rollers, the 100% growth in stock price and profits in the year to December 1999, and the revenue growth of 50%, which significantly outpaced the industry. The exciting article aroused Satre's desire to know more about the activities of his then COO, Gary Loveman, and his team of "propeller heads" with respect to their database marketing efforts and the Total Reward Program. Satre was interested in two questions: how much these marketing efforts had contributed to Harrah's overall performance, and whether these marketing results were a one-shot event or could be achieved year after year, especially as the competition introduced similar programs. Geographic Setting: Las Vegas, NV Industry Setting: Casino Gross Revenues: $3 billion revenues Subjects: Customer relations; Entertainment industry; Loyalty; Service management Length: 27p 3258 Title: Harrington Collection: Sizing Up the Active-Wear Market Author(s): Tedlow, Richard S.; Beckham, Heather Publication Date: 09/26/2008 Product Type: Case Abstract: In the wake of slumping sales and sagging profit margins, a leading manufacturer and retailer of high-end women's apparel, Harrington Collection, must evaluate an opportunity to expand into the high-growth active-wear market. Sara Huey, Vice President of Strategic Planning, calls on two of her colleagues to help perform a comprehensive market evaluation. They must analyze the financial implications of the opportunity, assess trade and competitor reactions, consider the risks, and determine whether the Vigor division of the company will be able to successfully launch and manage the new product line. Geographic Setting: United States Subjects: NO SUBJECTS(KEYWORDS) Length: 14p Supplementary Materials: Teaching Note, (3259), 9p, by Richard S. Tedlow, Heather Beckham 582134 Title: Hart Schaffner & Marx: The Market for Separately Ticketed Suits Author(s): Tedlow, Richard S. Publication Date: 04/23/1982 Revision Date: 06/28/1993 Product Type: Case (Field) Abstract: Calls for a decision on whether Hart Schaffner & Marx, the nation's leading manufacturer of high quality, branded suits, should expand its product line by marketing suits that are separately ticketed (i.e., the coat, vest, and slacks are sold from individual hangers and priced separately by the retailer rather than being sold and priced as an ensemble). Serves as a vehicle for discussing product policy issues in the context of a fragmented, mature, and highly competitive industry. Related issues of channel management, pricing, and advertising also must be analyzed. Demands skilled quantitative analysis of a complex breakeven situation. Geographic Setting: Chicago, IL Industry Setting: Apparel industry Gross Revenues: $800 million sales Subjects: Breakeven analysis; Clothing; Marketing strategy; Merchandising; Product design; Product lines; Product planning & policy Length: 17p Supplementary Materials: Teaching Note, (585056), 17p, by Richard S. Tedlow 572044 Title: Hartford Locomotive Co. (D): New Markets for Diesel-Electric Components Author(s): Corey, E. Raymond Publication Date: 12/28/1971 Product Type: Case (Field) Abstract: The problem is to choose between two new market opportunities for an existing product line and then to
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develop a total marketing program for the selected market. The existing line consists of components for dieselelectric locomotives. The two new market applications that are being considered are marine propulsion and oil well drillings. Geographic Setting: United States Industry Setting: Industrial goods, machinery & equipment industries Company Size: large Event Year Start: 1965 Event Year End: 1965 Subjects: Distribution channels; Industrial markets; Machinery; Market selection; Pricing; Product planning & policy Length: 15p 582097 Title: Hartford Locomotive Co.: Planning in the Light Locomotive Section Author(s): Corey, E. Raymond Publication Date: 02/22/1982 Product Type: Case (Field) Abstract: Presents a system for coordinated sales forecasting and operations planning for the light locomotive product line within a large company. The product manager's doubts as to its adequacy are discussed. Geographic Setting: United States Industry Setting: Railroad Gross Revenues: $93 million assets Subjects: Forecasting; Industrial markets; Market research; Operations management; Planning systems; Product lines; Production planning Length: 24p 577064 Title: Hartmann Luggage Co. Author(s): Star, Stephen H.; Davis, N.J. Publication Date: 11/22/1976 Product Type: Case (Field) Abstract: Hartmann, a very successful manufacturer of prestige luggage, has a policy of selective distribution through high-quality department and specialty stores. At the time of the case, Hartmann is considering expanding this distribution structure to include catalog showrooms and/ or general merchandise chains. Geographic Setting: United States Industry Setting: Accessories industry Company Size: small Gross Revenues: $10 million sales Subjects: Distribution channels; Market research; Personal selling; Retailing Length: 53p 502S04 Title: Hartmann Luggage Co.: Price Promotion Policy, Spanish Version Author(s): Quelch, John A.; Merliss, Penny Pittman Publication Date: 08/07/2002 Product Type: LACC Case
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Abstract: The president and the marketing vice president are reviewing past Hartmann price promotions in order to decide whether to run one or more promotions in 1981-82. Geographic Setting: United States Industry Setting: Accessories industry Gross Revenues: $30 million sales Subjects: Marketing management; Marketing strategy; Pricing; Pricing strategy Length: 20p 581068 Title: Hartmann Luggage Co.: Price Promotion Policy Author(s): Quelch, John A.; Merliss, Penny Pittman Publication Date: 07/01/1981 Revision Date: 06/01/1987 Product Type: Case (Field) Abstract: The president and the marketing vice president are reviewing past Hartmann price promotions in order to decide whether to run one or more promotions in 1981-82. Geographic Setting: United States Industry Setting: Accessories industry Gross Revenues: $30 million sales Subjects: Marketing management; Marketing strategy; Pricing; Pricing strategy Length: 19p Supplementary Materials: Teaching Note, (582074), 18p, by John A. Quelch; Case Video, (882509), 10 min, by John A. Quelch 882509 Title: Hartmann Luggage, Video Author(s): Quelch, John A. Publication Date: 06/06/1982 Product Type: Case Video Abstract: The company president describes current strategy, and the decisions made in response to the problems. Must be used with: (581068) Hartmann Luggage Co.: Price Promotion Policy. Industry Setting: Consumer products Subjects: Consumer goods; Marketing management; Marketing strategy; Pricing; Pricing strategy Length: 10 min List Price: $150.00 6304ES Title: Harvard Business Essentials: Marketer's Toolkit--A Harvard Business Press Book Summary in Partnership with getAbstract Author(s): HBSP, Harvard Business School Publishi Publication Date: 02/20/2006 Product Type: HBS Press Book Summary Abstract: Don't bother registering for Marketing 101. Instead, read this book. As part of the Harvard Business Essentials series, it serves as an introduction and overview of marketing in today's business environment. It provides the marketing tools you'll need to build your marketing plan, develop your marketing mix, differentiate your product, and position your brand. It explains different pricing strategies, touches on utlizing the Internet, deals with crafting the best media mix for your message, and discusses how to innovate and create new products. Marketing is no longer just advertising; it includes every function that affects the customer directly or indirectly and, therefore, permeates the entire company. Subjects: NO SUBJECTS(KEYWORDS) Length: 5p 7626 Title: Harvard Business Essentials: Marketer's Toolkit: The 10 Strategies You Need to Succeed (Paperback) Publication Date: 02/20/2006 Product Type: HBS Press Book Abstract: Effective marketing can mean the difference between runaway successes and costly flops. Covering everything from customer programs to ad campaigns to sales promotions, this is every marketer's hands-on guide to turning opportunities into profits. Subjects: NO SUBJECTS(KEYWORDS) Length: 256p List Price: $24.95 Year New: 2006 1445 Title: Harvard Business Review on Brand Management (Paperback) Publication Date: 07/01/2099 Product Type: HBS Press Book Abstract: With the increasing globalization of brands, effective brand management in differentiating products has become even more essential. This helpful volume provides the latest strategies for maximizing the value of your brands and products. Articles include: Building Brands Without Mass Media by Erich Joachimsthaler and David A. Aaker; Brands vs. Private Labels: Fighting to Win by John A. Quelch and David Harding; How Do You Grow a Premium Brand? by Regina Fazio Maruca; Should You Take Your Brand to Where the Action Is? by David A. Aaker; Extend Profits, Not Product Lines by John A. Quelch and David Kenny; The Logic of Product-Line Extensions, Perspectives from the Editors; Can This Brand Be Saved by Regina Fazio Maruca; and Your Brand's Best Strategy by Vijay Vishwanath and
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Jonathan Mark. The Harvard Business Review Paperback Series is designed to bring today's managers and professionals the fundamental information they need to stay competitive in a fast-moving world. Here are the landmark ideas that have established the Harvard Business Review as required reading for ambitious businesspeople in organizations around the globe. Subjects: Brand equity; Brand management; Brands; Product lines; Product planning & policy; Product positioning Length: 224p List Price: $22.00 6994 Title: Harvard Business Review on Customer Relationship Management (Paperback) Publication Date: 11/20/2001 Product Type: HBS Press Book Abstract: This collection of cutting-edge articles will help organizations understand how to build customer loyalty through unique relationship-building strategies such as partnerships, branding, and superlative customer service. Contents include: Co-opting Customer Competence by C.K. Prahalad and Venkatram Ramaswamy; Get Inside the Lives of Your Customers by Patricia B. Seybold; The Old Pillars of New Retailing by Leonard L. Berry; Want to Perfect Your Company's Service?: Use Behavioral Science by Richard B. Chase and Sriram Dasu; Don't Homogenize, Synchronize by Mohanbir Sawhney; Firing Up the Front Line by Jon R. Katzenbach and Jason A. Santamaria; Preventing the Premature Death of Relationship Marketing by Susan Fournier, Susan Dobscha, and David Glen Mick; and See Your Brands Through Your Customers' Eyes by Chris Lederer and Sam Hill. Subjects: Customer relations Length: 208p List Price: $19.95 8040 Title: Harvard Business Review on Marketing (Paperback) Publication Date: 03/06/2002 Product Type: HBS Press Book Abstract: The Harvard Business Review paperback series is designed to bring today's managers and professionals the fundamental information they need to stay competitive in a fast-moving world. Here are the landmark ideas that have established the Harvard Business Review as required reading for ambitious businesspeople in organizations around the globe. Each volume contains a specially selected set of articles from Harvard Business Review and is
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designed to help you master an important management topic. Articles include: Brand Report Card by Kevin Keller; Bringing a Dying Brand Back to Life by Manny Jackson; How to Fight a Price War by Akshay Rao, Mark E. Bergen, and Scott Davis; Contextual Marketing by David Kenny and John Marshall; The Lure of Global Branding by David Aaker and Erich Joachimsthaler; Are the Strategic Stars Aligned for Your Corporate Brand? by Mary Jo Hatch and Majken Schultz; Torment Your Customers (They'll Love It) by Stephen Brown; and Boost Your Marketing ROI with Experimental Design by Eric Almquist and Gordon Wyner. Subjects: Marketing implementation; Marketing strategy Length: 224p List Price: $22.00 1879 Title: The Harvard Business School Guide to Careers in Marketing--1999 Edition (Paperback) Author(s): Bearman, Lynda, ed. Publication Date: 05/21/1999 Product Type: Career Publication Abstract: An indispensable resource for anyone considering a job search in marketing or strategic planning. Based on the research and experiences of Harvard Business School graduates, students, and faculty, this all-in-one career guide describes career opportunities and provides guidance on the recruiting process. Also included are profiles of firms that hire MBAs for marketing positions, a mailing list of recruiting contacts, advice on career self-assessment, and a selective bibliography of relevant books and directories compiled by the Harvard Business School Career Resources librarian. Subjects: Careers & career planning; Marketing management Length: 88p List Price: $22.95 3251 Title: The Harvard Business School Guide to Careers in Marketing--2001 Edition (Paperback) Publication Date: 06/05/2000 Product Type: Career Publication Abstract: The 2001 edition of the Harvard Business School Guide to Careers in Marketing is an indispensable resource for anyone considering a job search in marketing or strategic planning. Based on the research and experiences of Harvard Business School graduates, students, and faculty, this allin-one career guide describes career opportunities and provides guidance on the recruiting process. Also included are profiles of firms that hire MBAs for marketing positions, a mailing list of recruiting contacts, advice on career self-assessment, and a selected bibliography by the Harvard Business School career resources librarian. Subjects: Careers & career planning; Marketing management; Recruitment Length: 96p List Price: $22.95 505059 Title: The Harvard Graduate Student Housing Survey Author(s): Wathieu, Luc Publication Date: 01/25/2005 Revision Date: 06/13/2005 Product Type: Case (Field) Abstract: Harvard Real Estate Services executives need to design the 2005 Graduate Student Housing Survey for maximum impact in anticipation of Harvard's long-term expansion project in Allston. Students are challenged to help executives in charge to (1) draw the lessons from their earlier survey experience: what survey data had most--or least--impact and why? and (2) imagine what survey data--accounting for the power and limits of survey research--could be most useful for the Allston initiative. Provides a complete template for survey research, while at the same time raises critical issues-technical issues as well as more managerial questions related to the proactive management of market research in organizations. May be used with: (F0205A) How Surveys Influence Customers. Geographic Setting: Massachusetts Industry Setting: Education industry Subjects: Consumer behavior; Demand analysis; Education; Housing; Market research; Nonprofit marketing Length: 33p Supplementary Materials: Teaching Note, (506070), 7p, by Luc Wathieu Year New: 2005 C01120 Title: Harvard Management Communication Letter, December 2001, Volume 4, Number 12 Publication Date: 12/15/2001 Product Type: Harvard Management Communication Letter Issue Abstract: Includes these articles: "Transforming Negotiation," "When to Ignore Your Readers," "Impromptu Speaking," and "How to Coach Your Employees." Also includes these Quick Research Takes: "High-speed Internet Connections on the Rise," "Effective Email Revisited," "Tips for Better 360Degree Feedback," and "Physical Touch in the Workplace." Subjects: Conflict; Negotiations;
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C02020 Title: Harvard Management Communication Letter, February 2002, Volume 5, Number 2 Publication Date: 02/15/2002 Product Type: Harvard Management Communication Letter Issue Abstract: Includes these articles: "Is Your Audience Ready to Hear You?" "Coming Soon to a Conference Room Near You," "The Art of Moderation: Why Panels Need a Leader," "Communication Technology That's Worth a Second Look," and "When One Style Does Not Fit All." Also includes these Quick Research Takes: "Strengthen Your Organization's Lateral Knowledge Sharing," "When Times Are Tough, Don't Cut Communications," "How Communication Affects the Bottom Line," and "Become a Real Employer of Choice." Subjects: Technology Length: 12p List Price: $10.95 C02010 Title: Harvard Management Communication Letter, January 2002, Volume 5, Number 1 Publication Date: 01/15/2002 Product Type: Harvard Management Communication Letter Issue Abstract: Includes these articles: "When Words Matter Most," "Kicking the Tires of Corporate Reputation," "Why Your News Releases Aren't Making News," "Are You Getting the Best Solutions for Your Problems?" and "How to Make Your Case in 30 Seconds or Less." Also includes these Quick Research Takes: "Making Your Verbal Message Stick," "Boost Performance Through Empowerment," "Employee Communications 101," and "Employees Can Be Your Best Brand Builders." Subjects: Leadership; Personal strategy & style Length: 12p List Price: $10.95 C00110 Title: Harvard Management Communication Letter, November 2000, Volume 3, Number 11 Publication Date: 11/15/2000 Product Type: Harvard Management Communication Letter Issue Abstract: Includes these articles: "Coping with Conflict," "Presentations 101," "The Ten Commandments of Writing," "Communicating in the Chaordic Age," and "Mind Mapping." Also includes these Quick Research
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Takes: "Listening to Complaints from Your Best Customers," "Electric Monitoring in the Workplace," "Just How Wide--and Accessible--Is the World Wide Web?" and "Should You Consider Online Printing Services for Your Print Promotional Needs?" Subjects: Conflict; Group behavior; Interpersonal behavior; Management communication Length: 12p List Price: $10.95 C99090 Title: Harvard Management Communication Letter, September 1999, Volume 2, Number 9 Author(s): Aaron, Marjorie Corman; Plotkin, Hal; Wreden, Nick; Smith, Douglas K. Publication Date: 09/15/1999 Product Type: Harvard Management Communication Letter Issue Abstract: Includes these articles: "The Right Frame: Managing Meaning and Making Proposals," "A Nine-Step Guide to Fast, Effective Business Writing," "Mapping the Frontiers of E-mail Marketing," and "Zeroing in on What Customers Really Want." Also includes these Quick Research Takes: "It's Tougher to Counter a Negative Ad Than You Think," "Speaking of Creativity...," "All You Wannabe Geniuses, Read This," and "How to Change: Three Roles." Subjects: Communication; Communication in organizations; Customer relations; Customer retention; Marketing management; Motivation; Negotiations; Personal strategy & style; Technology Length: 12p List Price: $10.95 586048 Title: Harvard Review Author(s): Albion, Mark S.; Davis CM Publication Date: 04/10/1986 Revision Date: 05/09/1986 Product Type: Case (Field) Abstract: Involves the startup of the nonprofit Harvard magazine. Issues include the use of direct mail campaigns, telethons, and newstands; also considers premiums, pricing level, and target audience. Involves the use of financial sensitivity analysis, based on understanding of consumer response/behavior. Geographic Setting: Cambridge, MA Industry Setting: Magazine publishing industry Gross Revenues: $75,000 seed money Subjects: Communication strategy; Communications industry; Consumer behavior; Nonprofit organizations; Publishing industry; Small business Length: 22p 505046 Title: Hasbro Games: POX (A) Author(s): Godes, David B.; Ofek, Elie Publication Date: 12/20/2004 Revision Date: 03/23/2006 Product Type: Case (Field) Abstract: Hasbro's newest toy is so unique it requires a unique launch strategy. Comparing traditional media (TV, print) with a non-traditional viral campaign, Matt Collins must weigh the risks and benefits of doing things the way they've always been done or blazing a new path in the marketing of toys. May be used with: (505047) Hasbro Games: POX (B). Geographic Setting: United States Industry Setting: Toy industry Number of Employees: 6,900 Gross Revenues: $500 million revenues Subjects: Advertising; Consumer marketing; Innovation; Marketing implementation; Marketing strategy; New product marketing; Product introduction Length: 19p Supplementary Materials: Teaching Note, (5-508-112), 22p, by Elie Ofek, David Godes Year New: 2005 9-508-706 Title: Hasbro Games: POX (A) and (B), Supporting Video, DVD Author(s): Ofek, Elie Publication Date: 05/01/2008 Product Type: Case Video, DVD Abstract: The video contains advertisements and media related clips regarding the launch of Hasbro's POX handheld game. Number of Employees: 23,000 Gross Revenues: $3.3 billion revenues Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 6 min Year New: 2007 9-508-707 Title: Hasbro Games: POX (A) and (B), Supporting Video, VHS Author(s): Ofek, Elie Publication Date: 05/01/2008 Product Type: Case Video Abstract: The video contains advertisements and media related clips regarding the launch of Hasbro's POX handheld game. Number of Employees: 23,000 Gross Revenues: $3.3 billion revenues Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS)
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505047 Title: Hasbro Games: POX (B) Author(s): Godes, David B.; Ofek, Elie Publication Date: 12/20/2004 Product Type: Color Case Abstract: An abstract is not available for this product. May be used with: (505046) Hasbro Games: POX (A). Subjects: Advertising; Consumer marketing; Innovation; Marketing implementation; Marketing strategy; New product marketing; Product introduction Length: 10p Supplementary Materials: Teaching Note, (5-508-112), 22p, by Elie Ofek, David Godes Year New: 2005 F0510F Title: The Hazards of Hounding Author(s): Dholakia, Paul M. Publication Date: 10/01/2005 Product Type: Harvard Business Review Article Abstract: Customers who buy your product because they want to--not because you make them--are the most loyal, says Rice University's Paul M. Dholakia. Industry Setting: Automotive industry; Fast food industry; Financial services Subjects: NO SUBJECTS(KEYWORDS) Length: 1p Year New: 2005 HKU406 Title: Healthcare Destinations in Asia Author(s): Yim, Bennett; Ho, Phoebe Publication Date: 06/10/2005 Product Type: Note Publisher: University of Hong Kong Abstract: In addition to spas, theme parks, and palm beaches, health care tourism is emerging as a growing source of revenue in tourist destinations in Asia. Thailand, Singapore, Malaysia, and India have identified health care tourism as one of the fastest growing segments in their respective tourist markets and are launching aggressive marketing plans for the next few years. The target markets are customers from developed countries, mostly from Europe, North America, and Japan, with over-crowded and expensive medical services at home. As part of the health care package, customers receive the bonus of vacationing and sightseeing in a foreign country and an exotic culture. Provides a survey of the development of health care tourism in select Asian countries. Emphasizes the marketing efforts employed by the various countries in positioning their
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services and developing this promising market segment. Compares and contrasts the respective roles of the public and private sectors and highlights issues and challenges for other countries in their destination marketing efforts. Geographic Setting: Asia Industry Setting: Health care industry; Tourism industry Event Year Start: 2005 Event Year End: 2005 Subjects: NO SUBJECTS(KEYWORDS) Length: 13p Year New: 2005 2410 Title: Hearing the Voice of the Market: Competitive Advantage Through Creative Use of Market Information (Hardcover) Author(s): Barabba, Vincent P.; Zaltman, Gerald Publication Date: 01/01/1991 Product Type: HBS Press Book Abstract: Provides a detailed plan that enables managers throughout the organization to make more frequent and better use of market information. Shows managers how to develop the two capabilities that distinguish the successful, market-oriented firm-competent curiosity, and competent knowledge use. The two are closely linked: inadequate information cannot be used well, and sound information is wasted if it is utilized poorly. Includes experiences and insights of the many managers and researchers cited in the text. Readers will learn how to create an environment in which managers are inquisitive about their markets, are able to satisfy their curiosity with real market information, and can make knowledgebased decisions that lead to success. Subjects: Knowledge management; Market analysis; Market research; Marketing information systems; Marketing planning Length: 250p List Price: $39.95 9-709-436 Title: Hearts on Fire--Brand Development Manager Author(s): Cespedes, Frank V.; Shapiro, Benson P. Publication Date: 09/20/2008 Product Type: Case (Field) Abstract: Hearts On Fire, a successful branded diamond producer, established the position of Brand Development Manager (BDM) to build the company's presence, sales, and relationships with its retail customers. After 1 year, the CEO, CFO and President must evaluate the impact of the BDM on retail customers, the type of person required to be successful in this position, internal coordination issues with the company's sales force, and the financial returns versus other uses of capital for the company. The case raises issues in aligning business strategy and sales management systems, motivating and managing resellers, people selection, and financial analysis of alternatives. Geographic Setting: United States Gross Revenues: $490 million Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 23p 579084 Title: Hecht Co. Author(s): Takeuchi, Hirotaka Publication Date: 10/01/1978 Revision Date: 11/15/1991 Product Type: Case (Field) Abstract: The group manager of the domestics department of Hecht Company in Washington, D.C. has to decide what to do with the bedsheets department which is not up to par with other departments. At the same time, the bedsheets buyer has to decide what merchandising mix he will need for the following season. Both decisions center around a new revolutionary product called comfortcale which has more cotton than any other bedsheets. Geographic Setting: District of Columbia Industry Setting: Retail industry Subjects: Department stores; Household products; Product lines; Profitability analysis; Purchasing; Retailing Length: 25p Supplementary Materials: Teaching Note, (579162), 14p, by Hirotaka Takeuchi; Teaching Note, (592025), 5p, by Walter J. Salmon, David Wylie R0305F Title: Hedging Customers Author(s): Dhar, Ravi; Glazer, Rashi Publication Date: 05/01/2003 Product Type: Harvard Business Review Article Abstract: You are a marketing director with $5 million to invest in customer acquisition and retention. Which customers do you acquire, and which do you retain? Up to a point, the choice is obvious: Keep the consistent big spenders and lose the erratic small ones. But what about the erratic big spenders and the consistent small ones? It's often unclear whether you should acquire or retain them and at what cost. Businesses have begun dealing with unpredictable customer behavior by
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following the practices of sophisticated investors who own portfolios comprising dozens of stocks with different, indeed divergent, histories and prospects. Each portfolio is diversified so as to produce the investor's desired returns at the particular level of uncertainty he or she can tolerate. Customers, too, are assets--risky assets. As with stocks, the cost of acquiring them is supposed to reflect the cash-flow values they are likely to generate. The authors explain how to construct a portfolio based on the notion that a customer's risk-adjusted lifetime value depends on its anticipated effect on the riskiness of the group it is joining. The concept of risk-adjusted lifetime value has a transforming power: For companies that rely on it, product managers will be replaced by customer managers, and the current method of accounting for profit and loss--which is by product--will be replaced by one that determines each customer's P&L. Once adjusted for risk, those P&Ls will become the firm's key performance and operational metric. Subjects: Customer retention; Marketing planning; Marketing strategy Length: 6p NEW IMD067 Title: Heineken N.V.: Buckler NonAlcoholic Beer Author(s): Vandermerwe, Sandra; Henderson, James Publication Date: 01/01/1991 Revision Date: 02/25/2003 Product Type: Case (Field) Publisher: IMD - International Institute for Management Development Abstract: Buckler Beer was Heineken's first attempt at launching a PanEuropean nonalcoholic brand. The company was concerned about how to organize its efforts and how to react to local competition. Should the company drop its prices locally and risk parallel importing, or should it change the taste of the beer, which was enjoyed in all other parts of Europe? A 1993 ECCH award winner. Geographic Setting: Europe Industry Setting: Beef industry Subjects: Beverages; Brands; Competition; Europe; Marketing strategy; New product marketing Length: 25p Supplementary Materials: Teaching Note, (IMD068), 6p, by Sandra Vandermerwe NEW 503S51 Title: Heineken N.V.: Global Branding and Advertising, Spanish Version Author(s): Quelch, John A.
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Publication Date: 10/11/1995 Revision Date: 01/05/1998 Product Type: LACC Case Abstract: Heineken managers are evaluating the results of the research projects designed to identify the values of the Heineken brand and to translate these into effective advertising messages. Geographic Setting: Amsterdam; Netherlands Industry Setting: Beef industry Subjects: Advertising; Beverages; Brands; Consumer behavior; International marketing; Market segmentation Length: 15p 596015 Title: Heineken N.V.: Global Branding and Advertising Author(s): Quelch, John A. Publication Date: 10/11/1995 Revision Date: 01/05/1998 Product Type: Case (Field) Abstract: Heineken managers are evaluating the results of the research projects designed to identify the values of the Heineken brand and to translate these into effective advertising messages. Geographic Setting: Amsterdam; Netherlands Industry Setting: Beef industry Subjects: Advertising; Beverages; Brands; Consumer behavior; International marketing; Market segmentation Length: 13p Supplementary Materials: Teaching Note, (598080), 8p, by John A. Quelch BESTSELLER 580047 Title: Heinz Ketchup Author(s): Farris, Paul W. Publication Date: 10/23/1979 Product Type: Case (Field) Abstract: Describes the media planning problems of Heinz Ketchup, the market leader in a large but stagnant industry. On the basis of company marketing objectives, competitive forces, and some shifts in demand, students must formulate and defend a media plan. Market research data on users, competition, and sales trends are included. Should be used with a media planning model as part of an 8-hour exercise. Geographic Setting: United States Industry Setting: Food industry Company Size: Fortune 500 Gross Revenues: $2.1 billion sales Subjects: Advertising media; Food; Market research; Models; Strategic market planning Length: 26p 577179 Title: Heinz U.S.A. (B): Packaging Redesign Proposal Author(s): Corey, E. Raymond; Bennett, Roger C. Publication Date: 05/23/1977 Product Type: Case (Field) Abstract: Describes a proposal to alter the shape of ketchup bottles in order to reduce bottle costs and costs on the filling line. Focuses on the involvement of purchasing, marketing, manufacturing, and control in deciding whether to make this change, which was proposed by the company's major supplier of bottles. Geographic Setting: Pittsburg, PA Industry Setting: Packaged food industry Subjects: Food; Packaging; Product design; Purchasing Length: 11p 585099 Title: Henkel Corp. (A) Author(s): Dolan, Robert J. Publication Date: 09/06/1984 Product Type: Case (Field) Abstract: Corporate headquarters wishes to expand sales of a sealant product currently sold only in the West German market. Regional affiliates, operating on a profit center basis, are not enthusiastic about taking on the new product. The case describes the company's standardization plan in which the same product would be marketed with a standardized strategy throughout Europe. Geographic Setting: Europe Industry Setting: Adhesives & sealants industry Gross Revenues: $3 billion assets Subjects: Decentralization; International marketing; Marketing implementation; Marketing strategy; Multinational corporations; New product marketing; Product management; Profit centers Length: 15p Supplementary Materials: Teaching Note, (585117), 11p, by Robert J. Dolan 585100 Title: Henkel Corp. (B) Author(s): Dolan, Robert J. Publication Date: 09/06/1984 Product Type: Case (Field) Abstract: Describes the outcome of implementation of the standardized plan described in Henkel (A). Geographic Setting: Europe Industry Setting: Adhesives & sealants industry Gross Revenues: $3 billion assets Subjects: Decentralization; International marketing; Marketing implementation; Marketing strategy; Multinational
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corporations; New product marketing; Product management; Profit centers Length: 6p 585185 Title: Henkel Group: Umbrella Branding and Globalization Decisions Author(s): Dolan, Robert J. Publication Date: 06/27/1985 Product Type: Case (Field) Abstract: Henkel's adhesive group is considering a major change in the international selling of its two major adhesives products for households. The proposed strategy is based on two concepts: umbrella branding and global standardization. Geographic Setting: Germany Industry Setting: Adhesives & sealants industry Gross Revenues: $2 billion assets Subjects: Brands; Household products; International marketing; Multinational corporations; Product management Length: 17p Supplementary Materials: Teaching Note, (592056), 10p, by Robert J. Dolan; Teaching Note, (587164), 16p, by Robert D. Buzzell 502019 Title: Henkel KGaA: Detergents Division Author(s): Arnold, David J. Publication Date: 09/28/2001 Revision Date: 06/18/2003 Product Type: Case (Field) Abstract: Henkel has to decide whether to replace its strong local detergent brands in Italy and Spain with its leading international brand, Persil. It faces pressure from retailers for international brand standardization. Its competitors, including P&G and Unilever, are consolidating their portfolios around a few global "power brands." Geographic Setting: Europe; Germany Industry Setting: Soap & detergent industry Number of Employees: 56,000 Gross Revenues: 11.36 billion eurodollars revenues Subjects: Brands; Consumer goods; Europe; Germany; International marketing Length: 21p Supplementary Materials: Teaching Note, (503110), 13p, by David J. Arnold 574059 Title: Hero Machine Co., Inc. Author(s): Shapiro, Benson P. Publication Date: 02/01/1974 Revision Date: 04/01/1976 Product Type: Case (Gen Exp) Abstract: A company which sells parts and equipment to the chemical specialty industry is reviewing its sales
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compensation plan. It has eight sales people and is considering going from a salary-plus-expenses system to a system including incentive compensation. Three alternatives are proposed. Geographic Setting: United States Industry Setting: Chemical industry Company Size: small Gross Revenues: $4.7 million sales Subjects: Incentives; Machinery; Sales compensation; Sales management Length: 14p 582126 Title: Hertz Corp.: Guaranteed Pricing Author(s): Bonoma, Thomas V.; Carlson, Karen A. Publication Date: 03/22/1982 Revision Date: 04/30/1982 Product Type: Case (Field) Abstract: The Hertz Corp., a $1.3 billion subsidiary of RCA, has instituted a "no mileage charge, ever" price program in response to competitive pressures. Pro forma revenue and profit projections, however, show the firm to be even further away from its corporate plan than before the move. The president asks for a contingency plan to go back to timeplus-mileage charges, just in case. Geographic Setting: New York, NY Industry Setting: Car & truck rental industry Gross Revenues: $1.3 billion revenues Subjects: Automobiles; Leasing; Marketing implementation; Marketing planning; Pricing; Services Length: 12p Supplementary Materials: Teaching Note, (583133), 14p, by Thomas V. Bonoma 586030 Title: Hess's Department Stores Author(s): Salmon, Walter J.; Olson LB Publication Date: 02/22/1986 Revision Date: 10/13/1993 Product Type: Case (Field) Abstract: Concerns whether a rapidly expanding department store company should modify substantially its logistical arrangements and buying organization in order to tailor inventories better to the requirements of individual stores and relieve buyers of excess workloads. Geographic Setting: Allentown, PA Industry Setting: Retail industry Company Size: mid-size Gross Revenues: $250 million sales Subjects: Department stores; Expansion; Inventory management; Merchandising; Retailing Length: 26p Supplementary Materials: Teaching Note, (592029), 6p, by Walter J. Salmon, David Wylie 577176 Title: Hess's, Inc. Author(s): Buzzell, Robert D.; Hanson KS Publication Date: 05/19/1977 Product Type: Case (Field) Abstract: Hess's department store had almost saturated its hometown market of Allentown, Pennsylvania. With five stores in the immediate area and several additional stores within the 20-30 mile perimeter of Allentown, the Lehigh Valley area would no longer be the market for most of Hess's expansion. Hess's had already opened stores in Doylestown, Harrisburg, and Scranton, and it intended to move further out into Central Pennsylvania. Would Williamsport be the correct location for the new prototype store? Geographic Setting: Allentown, PA; Williamsport, PA Industry Setting: Retail industry Company Size: mid-size Gross Revenues: $109 million sales Subjects: Department stores; Expansion; Location of industry; Marketing strategy; Retailing Length: 37p 505065 Title: Hewlett-Packard (A) Author(s): Deshpande, Rohit; Schulman, Seth Publication Date: 02/25/2005 Revision Date: 11/06/2006 Product Type: Case (Field) Abstract: Since its controversial merger with Compaq, Hewlett-Packard had been under pressure by analysts and some stockholders to divest itself of its low-margin PC business. For CEO Carly Fiorina and others on HP's management team, however, PCs seemed integral to the company's broader strategy of becoming more customer focused. In May 2004, with HP's stock substantially undervalued, Mike Winkler, HP's chief marketing officer, was asked to weigh in on the company's PC strategy going forward. Could HP serve its customers better with PCs or without them? And if HP stayed in PCs, how should the company price them? Geographic Setting: United States Industry Setting: Advertising industry; Computer industry; Consumer electronics; IT industry Number of Employees: 142,000 Gross Revenues: $73 billion Event Year Start: 2004 Event Year End: 2004 Subjects: Advertising; Computer industry; Consumer marketing; Customer relations; Diversification; Information technology; Marketing management; Pricing; Product portfolio management
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Length: 16p Supplementary Materials: Supplement (Library), (507036), 5p, by Rohit Deshpande, Seth Schulman Year New: 2005 507036 Title: Hewlett-Packard (B) Author(s): Deshpande, Rohit; Schulman, Seth Publication Date: 10/19/2006 Product Type: Supplement (Library) Abstract: An abstract is not available for this product. Must be used with: (505065) Hewlett-Packard (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Year New: 2007 593080 Title: Hewlett-Packard Imaging Systems Division: Sonos 100 C/F Introduction Author(s): Cespedes, Frank V.; Bell, Marie Publication Date: 02/22/1993 Revision Date: 09/06/1994 Product Type: Case (Field) Abstract: The marketing manager for the Imaging Systems business unit (ISY) at Hewlett-Packard Medical Products Group is considering channel strategy and channel management issues raised by the upcoming introduction of a new cardiac imaging product. Product marketing's plans call for the use of indirect distribution channels to enter a new segment; important managers in ISY's direct sales force disagree. Geographic Setting: United States; Europe Industry Setting: Medical supplies Company Size: Fortune 500 Gross Revenues: $185 million revenues Subjects: Distribution channels; Industrial markets; Marketing organization; Marketing strategy; Medical supplies; New product marketing; Product management; Sales management Length: 19p Supplementary Materials: Teaching Note, (595017), 13p, by Frank V. Cespedes 500064 Title: Hewlett-Packard--Computer Systems Organization: Selling to Enterprise Customers Author(s): Narayandas, Das; Dudley, Robert C. Publication Date: 03/29/2000 Revision Date: 02/14/2005 Product Type: Case (Field) Abstract: In late 1996, Manuel Diaz, head of Worldwide Sales for HewlettPackard's (HP) Computer Systems
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Organization (CSO), is reviewing the results of an audit of HP's enterprise customer management approach with the objective of identifying market and organizational opportunities that might provide HP the next wave of growth while further reducing sales and support costs. HP's current customer management approach, although successful, had involved structural changes that had forced a deep-rooted overhaul of HP's traditional regional sales approach. The new recommendations would necessitate another round of drastic changes in the way HP manages relationships with its large enterprise customers. Diaz does not want to put the sales organization through another round of changes unless he is sure they are necessary. He has to figure out if the organization is ready for more change, and whether the benefits outweigh the costs of implementation. The case provides a detailed review of the audit process and the findings. May be used with: (503071) Managing a Customer Relationship over Time. Industry Setting: Computer industry Company Size: Fortune 500 Number of Employees: 730,000 Gross Revenues: $20 billion revenues Subjects: Business marketing; Computer industry; Customer relations; High technology; Sales management; Sales strategy Length: 19p Supplementary Materials: Teaching Note, (502071), 10p, by Das Narayandas 9-502-S17 Title: Hewlett-Packard--Computer Systems Organization: Selling to Enterprise Customers, Spanish Version Author(s): Narayandas, Das; Dudley, Robert C. Publication Date: 08/08/2002 Product Type: LACC Case Abstract: In late 1996, Manuel Diaz, head of Worldwide Sales for HewlettPackard's (HP) Computer Systems Organization (CSO), is reviewing the results of an audit of HP's enterprise customer management approach with the objective of identifying market and organizational opportunities that might provide HP the next wave of growth while further reducing sales and support costs. HP's current customer management approach, although successful, had involved structural changes that had forced a deep-rooted overhaul of HP's traditional regional sales approach. The new recommendations would necessitate another round of drastic changes in the way HP manages relationships with its large enterprise customers. Diaz does not want to put the sales organization through another round of changes unless he is sure they are necessary. He has to figure out if the organization is ready for more change, and whether the benefits outweigh the costs of implementation. The case provides a detailed review of the audit process and the findings. Teaching Purpose: To illustrate a strategic sales approach to managing large customers in high technology markets. Industry Setting: Computer industry Company Size: Fortune 500 Number of Employees: 730,000 Gross Revenues: $20 billion revenues Subjects: Business marketing; Computer industry; Customer relations; High technology; Sales management; Sales strategy Length: 20p 587101 Title: Hewlett-Packard: Manufacturing Productivity Division (A) Author(s): Shapiro, Benson P.; Levine, Lawrence B. Publication Date: 12/12/1986 Revision Date: 11/01/1989 Product Type: Case (Field) Abstract: In late summer 1986, the management of the Manufacturing Productivity Division (MPD) of HewlettPackard (HP) was in the process of making major market selection and product policy decisions. MPD is a small division which develops and markets manufacturing productivity software (materials management, MRP, etc.). The product policy decisions included degree of product customization and choice of operating systems (UNIX or not?). The relationship between the marketing and research and development functions is a major issue. May be used with: (587102) Hewlett-Packard: Manufacturing Productivity Division (B); (587103) Hewlett-Packard: Manufacturing Productivity Division (C). Geographic Setting: United States Industry Setting: Software industry Company Size: Fortune 500 Gross Revenues: $15 million sales Subjects: Computer industry; Interdepartmental relations; Product development; Product lines; Research & development; Software Length: 30p Supplementary Materials: Supplement (Other), (588043), 2p, by Benson P. Shapiro; Teaching Note, (588042), 6p, by Benson P. Shapiro; Case Video, (890511), 26 min, by Benson P. Shapiro, Barbara Feinberg, Dolores Mullin 890511 Title: Hewlett-Packard: Manufacturing
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Productivity Division (A) (Condensed), Video Author(s): Shapiro, Benson P.; Feinberg, Barbara; Mullin, Dolores Publication Date: 11/17/1989 Product Type: Case Video Abstract: A shortened more focused version of Hewlett-Packard (A), Video (9887-515). Must be used with: (587101) Hewlett-Packard: Manufacturing Productivity Division (A). Industry Setting: Computer industry Subjects: Computer industry; Interdepartmental relations; Product development; Product lines; Research & development; Software Length: 26 min List Price: $150.00 587159 Title: Hewlett-Packard: Manufacturing Productivity Division (A), (B), and (C), Video Viewing Guide Author(s): Shapiro, Benson P.; Levine, Lawrence B. Publication Date: 05/21/1987 Revision Date: 12/17/1987 Product Type: Supplement (Other) Abstract: Designed to help students who will view the video. Must be used with: (887517) Hewlett-Packard: Manufacturing Productivity Division (C), Video; (887515) Hewlett-Packard: Manufacturing Productivity Division (A), Video; (887516) Hewlett-Packard: Manufacturing Productivity Division (B), Video. Industry Setting: Computer industry Subjects: Computer industry; Interdepartmental relations; Product development; Product lines; Research & development Length: 2p 587102 Title: Hewlett-Packard: Manufacturing Productivity Division (B) Author(s): Shapiro, Benson P.; Levine, Lawrence B. Publication Date: 12/12/1986 Revision Date: 12/21/1987 Product Type: Case (Field) Abstract: Asks where in the HewlettPackard (HP) network of groups and sectors the Manufacturing Productivity Division should be placed. Provides a great deal of background regarding marketing, sales, and engineering at HP. It is thus possible to expand and broaden the discussion of the integration of the sales, marketing, and engineering functions at the division, group, sector, and corporate levels. May be used with: (587101) Hewlett-Packard: Manufacturing Productivity Division (A); (587103) Hewlett-Packard: Manufacturing Productivity Division (C). Geographic Setting: United States
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Industry Setting: Computer industry; Electronic instruments & controls Company Size: Fortune 500 Gross Revenues: $7 billion sales Subjects: Computer industry; Interdepartmental relations; Product development; Product lines; Research & development Length: 17p Supplementary Materials: Supplement (Other), (588043), 2p, by Benson P. Shapiro; Teaching Note, (588042), 6p, by Benson P. Shapiro; Case Video, (887516), 36 min, by Benson P. Shapiro, Lawrence B. Levine 587103 Title: Hewlett-Packard: Manufacturing Productivity Division (C) Author(s): Shapiro, Benson P.; Levine, Lawrence B. Publication Date: 12/12/1986 Revision Date: 01/25/1988 Product Type: Case (Field) Abstract: Focuses on the development of a "market driven" culture at HewlettPackard (HP); the conflict between autonomous, well integrated divisions making products responsive to their own markets and a greater degree of systems integration at the corporate level; and the integration of the sales, marketing, and research and development functions. May be used with: (587101) Hewlett-Packard: Manufacturing Productivity Division (A); (587102) Hewlett-Packard: Manufacturing Productivity Division (B). Geographic Setting: United States Industry Setting: Computer industry; Electronic instruments & controls Company Size: Fortune 500 Gross Revenues: $7 billion sales Subjects: Computer industry; Interdepartmental relations; Product development; Product lines; Research & development Length: 19p Supplementary Materials: Supplement (Other), (588043), 2p, by Benson P. Shapiro; Teaching Note, (588042), 6p, by Benson P. Shapiro; Case Video, (887517), 41 min, by Benson P. Shapiro, Lawrence B. Levine 588043 Title: Hewlett-Packard: Manufacturing Productivity Division (D), Glossary Author(s): Shapiro, Benson P. Publication Date: 12/22/1987 Product Type: Supplement (Other) Abstract: Supplements the (A), (B), and (C) cases. A glossary of terms. Must be used with: (587102) Hewlett-Packard: Manufacturing Productivity Division (B); (587103) Hewlett-Packard: Manufacturing Productivity Division (C); (587101) Hewlett-Packard: Manufacturing Productivity Division (A). Industry Setting: Computer industry Subjects: Computer industry; Interdepartmental relations; Product development; Product lines; Research & development; Software Length: 2p Supplementary Materials: Teaching Note, (588042), 6p, by Benson P. Shapiro 589117 Title: Hi Tech Industries (A): Negotiating Corporate Contracts Author(s): Corey, E. Raymond Publication Date: 06/06/1989 Revision Date: 10/12/1989 Product Type: Case (Field) Abstract: Tracks the evolving procurement strategy of a major company, sourcing its annual requirements for computer room furniture. Intended to develop an understanding of buyer behavior under centralized purchasing. A rewritten version of an earlier case by the same author. Geographic Setting: United States Company Size: large Subjects: Purchasing Length: 12p Supplementary Materials: Supplement (Field), (589118), 2p, by E. Raymond Corey; Teaching Note, (590074), 7p, by E. Raymond Corey 589118 Title: Hi Tech Industries (B): SecondStage Negotiations Author(s): Corey, E. Raymond Publication Date: 06/06/1989 Revision Date: 10/04/1989 Product Type: Supplement (Field) Abstract: Tells how the issues were resolved. Must be used with: (589117) Hi Tech Industries (A): Negotiating Corporate Contracts. Subjects: Purchasing Length: 2p Supplementary Materials: Teaching Note, (590074), 7p, by E. Raymond Corey F0206C Title: Hidden Minds Author(s): Zaltman, Gerald; Morse, Gardiner Publication Date: 06/01/2002 Product Type: Harvard Business Review Article Abstract: What do your customers really think? Harvard Business School professor Gerald Zaltman discusses his novel market-research method for revealing consumers' unconscious thoughts about everything from fabric sprays to the Internet. Subjects: Consumer marketing;
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Interviews; Market research; Marketing implementation; Marketing strategy Length: 2p F0703C Title: Hidden Wealth in B2B Brands Author(s): Gregory, James R.; Sexton, Donald E. Publication Date: 03/01/2007 Product Type: Harvard Business Review Article Abstract: Managers consistently skimp on B2B brand building. That's an expensive mistake. Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2007 999002 Title: The High Impact Salesforce: The Investment You Can't Afford Not to Make Author(s): Shapiro, Benson P. Publication Date: 05/22/1998 Product Type: Note Abstract: Presents a call to manage the sales force actively in today's intensely competitive world. Suggests five steps that are necessary to make the sales force effective, beginning with clear specification of the sales task to be achieved. Subjects: Marketing strategy; Sales compensation; Sales management; Sales organization; Sales strategy Length: 4p 92406 Title: High-Performance Marketing: An Interview with Nike's Phil Knight Author(s): Knight, Phil; Willigan, Geraldine E. Publication Date: 07/01/1992 Product Type: Harvard Business Review Article Abstract: Behind Nike's catchy slogans and flashy TV commercials is the vision of founder, chairman, and CEO Phil Knight. Knight has taken Nike from a small-time distributor of Japanese track shoes to the top of the athletic shoe and apparel market. He has transformed his technology company into a marketing company whose product is its most important marketing tool. Knight learned how to build brands and understand consumers, and then how to split those brands into sub-brands to help keep the company growing. That approach brought Nike to a broader range of consumers while preserving the customer base. To create an emotional tie with the consumer, Nike started advertising on TV. "Sports is at the heart of American culture," Knight says. "You can't explain much in 60 seconds, but when you show Michael Jordan, you don't have to. It's that simple."
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Industry Setting: Advertising industry; Footwear industry Subjects: Advertising; Brands; Consumer marketing; Footwear; Interviews; Leadership; Product lines Length: 10p R0103H Title: High-Tech the Old-Fashioned Way: An Interview with Tom Siebel of Siebel Systems Author(s): Siebel, Tom; Fryer, Bronwyn Publication Date: 03/01/2001 Product Type: Harvard Business Review Article Abstract: There is a growing awareness among corporations that the quality of the customer experience they provide directly affects their bottom line. Many are turning to high-flying software maker Siebel Systems for help in managing those relationships. The young company holds a leadership position in an explosive market--enterprise application software. But customer satisfaction, not dot-com chic, is foremost on the mind of Siebel Systems' founder, chairman, and CEO, Tom Siebel. The buttoned-down Siebel rejects the freewheeling management style and culture that characterize many Silicon Valley companies. As the former CEO of Gain Technology and a former executive at Oracle, Siebel believes in putting customers ahead of technology, discipline ahead of inspiration. In this interview, conducted at the company's San Mateo, California, headquarters, Siebel describes how this obsessive focus on customer satisfaction has been the driving force behind the company's success. He talks about how the organization remains true to its core values: a deep commitment to providing customer satisfaction; responsible fiscal practices that have created a cashpositive business amid today's cashnegative dot-coms; and general professionalism. Siebel Systems rejects the concept of going to war with rivals; instead, the CEO says, the company has forged an ecosystem of partnerships that allows it to support and integrate its own systems with other companies' software products and ultimately ease the customer's software installations. Indeed, Siebel says, the CEO's most important job is to understand what customers need and deliver that. Subjects: Customer relations; Customer service; Enterprise systems; Internet; Interviews Length: 8p BESTSELLER 588012 Title: High-Tech vs. Low-Tech Marketing: Where's the Beef? Author(s): Moriarty, Rowland T., Jr.; Kosnik, Thomas J. Publication Date: 10/14/1987 Product Type: Note Abstract: Intended to demystify the notion of high-tech marketing. Its first objective is to clarify the definition of high-tech marketing. Second, it provides a new framework for evaluating the question: "How is high-tech marketing different from traditional marketing practice?" Third, it discusses the implications of these differences--where they exist--for marketers in high-tech settings. Finally, it identifies some important marketing concepts often overlooked in all the hoopla about hightech. Subjects: High technology products; Industrial markets; Technology Length: 18p 598019 Title: Hikma Pharmaceuticals Author(s): Quelch, John A.; Root, Robin Publication Date: 11/05/1997 Revision Date: 02/12/1998 Product Type: Case (Field) Abstract: The president of a Jordanian pharmaceutical company is contemplating how to further penetrate the U.S. market, either through its own manufacturing and sales efforts, or as a supplier to a third party Geographic Setting: Jordan; Portugal; United States Industry Setting: Pharmaceutical industry Number of Employees: 500 Gross Revenues: $55 million revenues Subjects: Expansion; International marketing; Middle East; Pharmaceuticals Length: 11p Supplementary Materials: Teaching Note, (598102), 5p, by John A. Quelch 577024 Title: Hills Department Stores Author(s): Buzzell, Robert D.; Durham SF Publication Date: 09/01/1976 Revision Date: 04/18/1984 Product Type: Case (Field) Abstract: The management of Hills is considering taking over an abandoned W.T. Grant store. The market appears to be too small to support a standard 80,000-sq. ft. unit, so they must evaluate the feasibility of operating stores of different sizes. Geographic Setting: United States Industry Setting: Retail industry Subjects: Capacity planning; Department stores; Location of industry; Merchandising; Retailing Length: 33p
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589099 Title: Hills Department Stores, Inc. Author(s): Salmon, Walter J.; Wylie, David Publication Date: 06/27/1989 Revision Date: 09/13/1993 Product Type: Case (Field) Abstract: Discusses what changes in strategy Hills should pursue. Geographic Setting: United States Industry Setting: Discount retail; Retail industry Company Size: large Gross Revenues: $2 billion sales Subjects: Credit; Department stores; Logistics; Organization; Retailing; Strategic planning Length: 17p Supplementary Materials: Teaching Note, (591116), 7p, by Walter J. Salmon, David Wylie IMD018 Title: Hilti France: Strategy Implementation (A) Author(s): Meehan, Sean; Shaner, Janet Publication Date: 01/01/2000 Revision Date: 12/17/2002 Product Type: Case (Field) Publisher: IMD - International Institute for Management Development Abstract: Hilti France has the challenge to increase its sales and profitability as part of Hilti's Champion 3C strategy. It has three key market segments: upper, middle, and lower. Alain Baumann, the managing director, must decide how to prioritize his opportunities. Geographic Setting: France Industry Setting: Hand tools & power tools Gross Revenues: CHF 2.2 billion revenues Subjects: Decision making; Distribution channels; France; Market segmentation; Marketing strategy Length: 7p Supplementary Materials: Teaching Note, (IMD020), 15p, by Sean Meehan, Janet Shaner; Supplement (Field), (IMD019), 5p, by Sean Meehan, Janet Shaner NEW IMD019 Title: Hilti France: Strategy Implementation (B) Author(s): Meehan, Sean; Shaner, Janet Publication Date: 01/01/2000 Revision Date: 12/17/2002 Product Type: Supplement (Field) Publisher: IMD - International Institute for Management Development Abstract: Supplements the (A) case. Must be used with: (IMD018) Hilti France: Strategy Implementation (A).
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Geographic Setting: France Subjects: Decision making; Distribution channels; France; Market segmentation; Marketing strategy Length: 5p Supplementary Materials: Teaching Note, (IMD020), 15p, by Sean Meehan, Janet Shaner NEW 501010 Title: Hilton HHonors Worldwide: Loyalty Wars Author(s): Deighton, John; Shoemaker, Stowe Publication Date: 10/12/2000 Revision Date: 11/08/2005 Product Type: Case (Field) Abstract: Hilton Hotels regards the frequent guest program as the industry's most important marketing tool, directing marketing efforts at the heavy user. What is Hilton to do then, when a competitor ups the ante? This case illustrates the economics of frequency marketing in industries with a very distinct "heavy half" to their customer base, and lets students debate what to do when Sheraton and Westin seemingly overdo a good thing. Geographic Setting: California Industry Setting: Lodging industry Gross Revenues: $1 billion revenues Subjects: Customer relations; Customer retention; Hotels & motels Length: 18p Supplementary Materials: Teaching Note, (501059), 14p, by John Deighton BESTSELLER 503S28 Title: Hilton HHonors Worldwide: Loyalty Wars, Spanish Version Author(s): Deighton, John; Shoemaker, Stowe Publication Date: 10/12/2000 Product Type: LACC Case Abstract: Hilton Hotels regards the frequent guest program as the industry's most important marketing tool, directing marketing efforts at the heavy user. What is Hilton to do then, when a competitor ups the ante? This case illustrates the economics of frequency marketing in industries with a very distinct "heavy half" to their customer base and lets students debate what to do when Sheraton and Westin seemingly overdo a good thing. Geographic Setting: California Industry Setting: Lodging industry Gross Revenues: $1 billion revenues Subjects: Customer relations; Customer retention; Hotels & motels Length: 20p 513136 Title: Hoffman Breweries Ltd. (A) Author(s): Buzzell, Robert D.; Nourse, Robert E.M. Publication Date: 05/23/1969 Revision Date: 12/20/1982 Product Type: Case (Field) Abstract: Application of a mathematical model for predicting market share in the beer industry. Geographic Setting: Ohio Industry Setting: Beef industry Company Size: large Gross Revenues: 4 million BBLS. sales Event Year Start: 1961 Event Year End: 1962 Subjects: Beverages; Information systems; Market research; Market share; Market structure; Models Length: 26p R0506Z Title: Holding Fast (Commentary for HBR Case Study) Author(s): Lutz, Robert A.; Christensen, Clayton M.; Wittes, Jason; Galakatos, Nick; Gourville, John T. Publication Date: 06/01/2005 Product Type: Harvard Business Review Article Abstract: CEO Peter Walsh faces a classic innovator's dilemma. His company, Crescordia, produces highquality metal plates, pins, and screws that orthopedic surgeons use to repair broken bones. In fact, because of the company's long-standing commitment to quality, some orthopedic surgeons use nothing but Crescordia hardware. And now these customers have begun to clamor for the next-generation technology: resorbable hardware. Resorbables offer clear advantages over the traditional hardware. Like dissolving sutures, resorbable plates and screws are made of biodegradable polymers. They hold up long enough to support a healing bone, then gradually and harmlessly disintegrate in the patient's body. The new products, however, are not yet reliable; they fail about 8% of the time. That's why Crescordia has delayed launching a line using the new technology. But time is running out. A few competitors have begun to sell resorbables, despite their imperfections, and these companies are picking up market share. Should Crescordia join the fray and risk tarnishing its brand? Or should the company sit tight until it can offer a perfect product? May be used with: (R0506X) Holding Fast (HBR Case Study). Industry Setting: Gene therapy; Medical equipment & device industry Subjects: HBR Case Discussions Length: 4p Year New: 2005
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R0506A Title: Holding Fast (HBR Case Study and Commentary) Author(s): Lutz, Robert A.; Christensen, Clayton M.; Wittes, Jason; Galakatos, Nick; Gourville, John T. Publication Date: 06/01/2005 Product Type: Harvard Business Review Article Abstract: CEO Peter Walsh faces a classic innovator's dilemma. His company, Crescordia, produces highquality metal plates, pins, and screws that orthopedic surgeons use to repair broken bones. In fact, because of the company's long-standing commitment to quality, some orthopedic surgeons use nothing but Crescordia hardware. And now these customers have begun to clamor for the next-generation technology: resorbable hardware. Resorbables offer clear advantages over the traditional hardware. Like dissolving sutures, resorbable plates and screws are made of biodegradable polymers. They hold up long enough to support a healing bone, then gradually and harmlessly disintegrate in the patient's body. The new products, however, are not yet reliable; they fail about 8% of the time. That's why Crescordia has delayed launching a line using the new technology. But time is running out. A few competitors have begun to sell resorbables, despite their imperfections, and these companies are picking up market share. Should Crescordia join the fray and risk tarnishing its brand? Or should the company sit tight until it can offer a perfect product? Industry Setting: Gene therapy; Medical equipment & device industry Subjects: HBR Case Discussions Length: 9p Year New: 2005 R0506X Title: Holding Fast (HBR Case Study) Author(s): Gourville, John T. Publication Date: 06/01/2005 Product Type: Harvard Business Review Article Abstract: CEO Peter Walsh faces a classic innovator's dilemma. His company, Crescordia, produces highquality metal plates, pins, and screws that orthopedic surgeons use to repair broken bones. In fact, because of the company's long-standing commitment to quality, some orthopedic surgeons use nothing but Crescordia hardware. And now these customers have begun to clamor for the next-generation technology: resorbable hardware. Resorbables offer clear advantages over the traditional hardware. Like dissolving sutures, resorbable plates and screws are made of biodegradable polymers.
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They hold up long enough to support a healing bone, then gradually and harmlessly disintegrate in the patient's body. The new products, however, are not yet reliable; they fail about 8% of the time. That's why Crescordia has delayed launching a line using the new technology. But time is running out. A few competitors have begun to sell resorbables, despite their imperfections, and these companies are picking up market share. Should Crescordia join the fray and risk tarnishing its brand? Or should the company sit tight until it can offer a perfect product? May be used with: (R0506Z) Holding Fast (Commentary for HBR Case Study). Industry Setting: Gene therapy; Medical equipment & device industry Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Year New: 2005 505072 Title: Home Video Games: Generation Seven Author(s): Ofek, Elie Publication Date: 03/31/2005 Product Type: Note Abstract: Discusses the issues facing firms in the seventh generation of home video game platforms. In particular, Sony and Microsoft plan to launch new game consoles in the 2005 to 2006 time frame. Each firm seems to be following a different strategy. Microsoft wants to launch before Sony. Sony for its part is trying to develop a superior processor for its Playstation 3. Forces students to grapple with the issue of digital convergence in content and in hardware functionality. May be used with: (9-508076) Sony PlayStation 3: Game Over?. Geographic Setting: Global Industry Setting: Home entertainment equipment; Videogame Subjects: Home entertainment equipment; Marketing strategy; Product introduction; Strategy implementation Length: 6p Year New: 2005 574075 Title: Homestead's Author(s): Salmon, Walter J.; Baydin LD Publication Date: 05/10/1974 Revision Date: 05/02/1990 Product Type: Case (Field) Abstract: Focuses on a single-store food emporium. Despite heavy preopening expenses, after the first four months of operation the operating loss has been greatly reduced and the store is about to break even. Key issues concern future marketing strategy for the store. To what kind of customer does the food emporium appeal and where is he or she coming from? What sort of indicators are there for future success? Should additional stores patterned along the same line be opened in the same trading area? Includes a brief history of the evolution of the superstore with specific descriptions of the family center, hypermarche, and grand bazaar. Industry Setting: Supermarkets Company Size: small Gross Revenues: $9 million sales Subjects: Marketing strategy; Retailing; Supermarkets Length: 29p SPM8 Title: Honda Performance Development: CART vs. IRL--Who Has the Inside Track? Author(s): Foster, George; Hoyt, David W.; Covington, Tom; Moskowitz, Jake Publication Date: 11/03/2003 Product Type: Case (Library) Publisher: Stanford University Abstract: In 2001, Honda supplied engines to the Championship Auto Racing Teams (CART) series, the most technically sophisticated racing series in North America. In 1996, a rival series had broken off from CART--the Indy Racing League (IRL). The owner of the Indianapolis Motor Speedway controlled the IRL, which centered around the Indy 500. Since its founding, the IRL had become well established and threatened CART's future. Honda had many reasons to be unhappy with CART, including uncertainties surrounding future engine specifications. A large part of Honda's motivation for racing was to train its engineers and to compete at the most technically sophisticated level. The IRL's lower tech engines did not offer the technical challenge that Honda sought. However, Honda's most important rival, Toyota, announced that it would move to the IRL, and it appeared that some of the most powerful race teams might also make that move. At the end of the 2001 season, Honda needed to decide on the direction of its auto racing future. Provides an overview of the business of auto racing. Geographic Setting: North America Industry Setting: Automotive industry; Racing Subjects: Advertising strategy; Automobile industry; Decision making; Marketing strategy; Sports Length: 21p Year New: 2004 575047 Title: Honeywell Information Systems Author(s): Shapiro, Benson P. Publication Date: 01/01/1975 Revision Date: 06/01/1975
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Product Type: Case (Field) Abstract: Addresses two primary issues: 1) how should the Honeywell information salesforce be deployed with regard to product and industry? and 2) how should the deployment policy be implemented? Of major interest to management is an apparent overemphasis on the sale of large systems. Geographic Setting: United States Industry Setting: Computer industry Company Size: Fortune 500 Gross Revenues: $600 million sales Subjects: Computer industry; Computer systems; Industry structure; Sales management; Sales strategy Length: 27p 587071 Title: Honeywell Information Systems (A): The Indirect Sales Operation Author(s): Corey, E. Raymond Publication Date: 08/15/1986 Revision Date: 05/31/1989 Product Type: Case (Field) Abstract: Throughout most of its history, Honeywell Information Systems had sold its line of computers directly to customers through its own sales force. Beginning in 1978, however, it began to develop reseller networks (VARs and MRs) to sell its minicomputer line to small/medium sized customers. The new strategy generates significant internal dissension as well as competition in the market between Honeywell's direct sales and its reseller channels. Geographic Setting: Waltham, MA Industry Setting: Computer industry Company Size: Fortune 500 Gross Revenues: $1.2 billion sales Subjects: Distribution channels; Marketing organization; Sales management Length: 12p Supplementary Materials: Teaching Note, (589078), 10p, by E. Raymond Corey 587072 Title: Honeywell Information Systems (B) Author(s): Corey, E. Raymond Publication Date: 08/15/1986 Revision Date: 05/31/1989 Product Type: Case (Field) Abstract: In a move to cope with both internal conflict and competition between its direct sales and reseller networks, Honeywell's management completely reorganizes its marketing operations. Geographic Setting: Waltham, MA Industry Setting: Computer industry Company Size: Fortune 500 Gross Revenues: $1.2 billion sales Subjects: Distribution channels; Marketing organization; Sales management
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Length: 5p Supplementary Materials: Teaching Note, (589078), 10p, by E. Raymond Corey 575102 Title: Honeywell Information Systems: 1974 Advertising Program (A) Author(s): Star, Stephen H.; Bass M; Davis, N.J. Publication Date: 04/15/1975 Revision Date: 10/23/1979 Product Type: Case (Field) Abstract: In the fall of 1973, executives at Honeywell Information Systems were considering alternative plans for the 1974 advertising campaign. Introduction of a new product line was scheduled for 1974, and there was some disagreement among Honeywell's marketing executives about how much emphasis should be placed on this new line. Allows students to evaluate Honeywell's two alternative plans, to consider the functions of advertising to different segments of the computer market, and the relationship between advertising and personal selling in the computer industry. Geographic Setting: Waltham, MA Industry Setting: Computer industry Gross Revenues: $1,777 billion 1973 sales Subjects: Advertising; Advertising media; Computer industry; Industrial markets; Personal selling; Product introduction Length: 26p 576050 Title: Honeywell, Inc.: EDP Division Author(s): Abell, Derek F.; Craig, John Publication Date: 09/01/1975 Product Type: Case (Field) Abstract: Describes a decision to introduce a new line of computers. At issue is whether or not the existing line can be extended for a few years more, and if not, which market segments the new line should target. Geographic Setting: United States Industry Setting: Computer industry Company Size: Fortune 500 Gross Revenues: $1.5 billion sales Subjects: Computer industry; Market segmentation; Marketing strategy; Product introduction; Product lines; Strategic market planning Length: 34p Supplementary Materials: Teaching Note, (578180), 19p, by Derek F. Abell 589042 Title: Honeywell, Inc.: International Organization for Commercial Avionics (A) Author(s): Cespedes, Frank V.; King, Jon E. Publication Date: 09/13/1988 Revision Date: 11/03/1989 Product Type: Case (Field) Abstract: In 1986 Honeywell acquired Sperry's aerospace business, including its avionics division. This division's product line complemented Honeywell's own commercial aviation business. Management is eager to integrate the two groups' international businesses in one organization, and a task force has been established to recommend the appropriate organizational structure. However, the Sperry and Honeywell units have long and consistently followed different marketing strategies and organizational forms in their international markets. Mr. J. Verrant, head of the task force, must decide whether the avionics business is "global," the marketing implications of that decision, how to structure a combined international avionics business, and how to implement any recommendations in a complex organizational context. May be used with Honeywell, Inc.: International Organization for Commercial Avionics (B). Geographic Setting: United States Industry Setting: Aerospace industry; Avionics Company Size: Fortune 500 Gross Revenues: $1 billion revenues Subjects: Aerospace industry; International marketing; Management of change; Marketing implementation; Marketing organization; Marketing strategy; Sales organization Length: 28p Supplementary Materials: Teaching Note, (591070), 15p, by Frank V. Cespedes 589043 Title: Honeywell, Inc.: International Organization for Commercial Avionics (B) Author(s): Cespedes, Frank V. Publication Date: 09/13/1988 Product Type: Case (Field) Abstract: Explains what the task force headed by Mr. Verrant recommended concerning organizational structure for the international avionics business, and what structure and process was implemented. Also contains a brief memo, written six months after the new organization was put in place, by the head of Honeywell's European business units. The memo raises a number of issues concerning the organization and management of the international avionics business. Intended to be used in conjunction with Honeywell, Inc.: International Organization for Commercial Avionics (A). Geographic Setting: United States Industry Setting: Aerospace industry;
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Avionics Company Size: Fortune 500 Gross Revenues: $1 billion revenues Subjects: Aerospace industry; International marketing; Management of change; Marketing implementation; Marketing organization; Marketing strategy; Sales organization Length: 5p Supplementary Materials: Teaching Note, (591070), 15p, by Frank V. Cespedes HKU251 Title: Hongkong Land Holdings Ltd.: Strategic Repositioning of Real Estate Assets Author(s): Pretorius, Frederik; Ho, Mary Publication Date: 02/10/2003 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: Hongkong Land Holdings Ltd. (HKL), the property arm of the Jardine Matheson Group, is a leading property investment, management, and development company with a major portfolio in Hong Kong and other property and infrastructure interests in Asia. In early 2000, HKL was faced with significant changes in its business environment in the Central District in Hong Kong, where it was the leading landlord of Grade A retail and office real estate. It had commissioned a report from consultants to inform the company on developments in the Grade A retail and office markets and the influence it might have on the company's operations. One of the major issues was how to reposition the company's aging properties to achieve optimal returns in a competitive market. Geographic Setting: Hong Kong Subjects: Asia; Brand management; Market analysis; Marketing strategy; Strategic planning; Strategy formulation Length: 28p Supplementary Materials: Teaching Note, (HKU252), 8p, by Frederik Pretorius, Mary Ho NEW 577065 Title: Hood College Author(s): Lovelock, Christopher H. Publication Date: 01/04/1976 Product Type: Case (Field) Abstract: Hood College, a four-year liberal arts women's college, has reversed a serious enrollment decline through curriculum and other changes, as well as a carefully planned recruiting program. Under a new president and a new admissions director, decisions must be made on planning recruiting strategy for the future. Exhibits include statistics on Hood applications and admissions, and data on competing institutions.
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Geographic Setting: Maryland Industry Setting: Higher education Subjects: Academic administration; Higher education; Market segmentation; Marketing strategy; Nonprofit organizations; Recruitment Length: 32p 582102 Title: Hoover: Multinational Product Planning Author(s): Shapiro, Benson P.; Buzzell, Robert D. Publication Date: 02/23/1982 Revision Date: 08/01/1987 Product Type: Case (Field) Abstract: Involves multinational product planning for a line of washing machines. The student is asked to decide between a standard line for all countries or a line customized to the needs of each country. Geographic Setting: Europe Industry Setting: Appliance industry Subjects: Appliances; International marketing; Multinational corporations; Product design; Product lines; Product planning & policy; Product positioning Length: 16p Supplementary Materials: Teaching Note, (584131), 17p, by Benson P. Shapiro F0504F Title: How Big Is "Tall"? Author(s): Krishna, Aradhna Publication Date: 04/01/2005 Product Type: Harvard Business Review Article Abstract: Consumers make clear and consistent distinctions among sizes. Subjects: Consumer marketing; Human behavior Length: 1p Year New: 2005 7745 Title: How Brands Become Icons: The Principles of Cultural Branding (Hardcover) Author(s): Holt, Douglas B. Publication Date: 09/15/2004 Product Type: HBS Press Book Abstract: Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School. Geographic Setting: United States Industry Setting: Advertising industry; Automotive industry; Beer; Cable television industry; Motorcycle; Soft drink industry Subjects: Advertising; Advertising campaigns; Beverages; Brand management; Brands; Business history; Marketing strategy; Product positioning Length: 288p List Price: $29.95 8261 Title: How Customers Think: Essential Insights into the Mind of the Market (Hardcover) Author(s): Zaltman, Gerald Publication Date: 01/13/2003 Product Type: HBS Press Book Abstract: Despite the time and money spent on market research, 60% to 80% of new offerings fail. Why do consumers often say one thing to marketers--yet act differently in the market? Industry innovator Gerald Zaltman argues that the answer lies in how the mind works. When it comes to buying, 95% of our decision making takes place in the subconscious mind, yet traditional marketing methods barely scratch the surface of this information gold mine. Zaltman introduces a new mindset and tools for digging deeper into what he calls the "mind of the market"--the complex interplay between consumer and marketer thinking that determines the fate of every product launch. Building on research from disciplines including neurology, sociology, and cognitive science, Zaltman offers rich insights into how people really create meaning.
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Through compelling examples from his work with Coca-Cola, Procter & Gamble, General Motors, and others, he illustrates how leading companies are transforming this new knowledge into unprecedented value for customers. An intriguing look at how the mind, body, and environment interact to drive our buying decisions, this book opens the door to the next source of competitive advantage. Subjects: Consumer behavior; Market research; Marketing strategy; Product development Length: 352p List Price: $32.95 NEW SMR060 Title: How Do They Know Their Customers So Well? Author(s): Davenport, Thomas H.; Harris, Jeanne G.; Kohli, Ajay K. Publication Date: 12/01/2001 Product Type: SMR Article Abstract: Many firms know about their customers, but few know the customers themselves or how to get new ones. Leaders in customer knowledge management go beyond transaction data, using a mix of techniques, and they aren't afraid to tackle difficult problems. The authors report results from interviews with 24 leading firms and describe seven practices that the leaders share. The companies interviewed-including Harley-Davidson, Procter & Gamble, and Wachovia Bank--have undertaken specific and successful initiatives centered around the management of customer knowledge. Within the practices, two results stand out: First, firms are beginning to rely more on data from actual interactions, such as sales and service. They are seeking creative ways to turn data from these interactions into knowledge. Second, even the most ambitious firms are keeping data from different approaches separate. They are not accepting the notion of an integrated data repository. The authors go on to present the practices of the leaders in customer knowledge management. Subjects: Customer relations; Information systems; Knowledge management; Marketing strategy Length: 13p Year New: 2005 95501 Title: How Do You Know When the Price Is Right? Author(s): Dolan, Robert J. Publication Date: 09/01/1995 Product Type: Harvard Business Review Article Abstract: Too often when managers
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think about pricing, the first question they ask is, What should the price be? In fact, what they should be asking is, Have we addressed all the considerations that will determine the correct price? Robert J. Dolan describes two broad qualities of an effective pricing process and provides eight steps to enable managers to develop and use such a process. The pricing scorecard included at the end of the article will allow managers to evaluate how well their pricing practices meet these guidelines. Subjects: Consumer marketing; Cost benefit analysis; Industrial markets; Market research; Marketing strategy; Pricing; Pricing strategy; Sales strategy Length: 8p BESTSELLER 99409 Title: How E-Commerce Will Trump Brand Management Author(s): Sealey, Peter Publication Date: 07/01/1999 Product Type: Harvard Business Review Article Abstract: At a time when other areas of business are undergoing dramatic improvements in productivity, marketing seems to be getting more expensive and less effective. Marketing has seen no great advances since the advent of brand management and network television after World War II. Reviewer Peter Sealey looks for solutions in three new books. Competing on Value, by Stan Maklan and Simon Knox, advises companies to look beyond specific products and provide value by enlisting the entire organization in satisfying consumer needs. Radical Marketing, by Sam Hill and Glenn Rifkin, tells how niche companies such as Boston Beer won share in competitive markets by carefully studying their customers and bringing their own passions to bear. While these two books offer real improvements to marketing, they don't offer a conceptual breakthrough that enables companies to get beyond the limitations of brand management. Seth Godin's Permission Marketing, by contrast, tells marketers to replace basic brand strategies with full-fledged dialogues with consumers. For Godin, the Internet is tailor-made to host such dialogues; it allows marketers to integrate all their interactions with customers into one medium and permits companies to discover and exploit the individual interests of the target audience. Sealey agrees that the Internet offers the technology for innovation in marketing, but he goes further than Godin, saying that the Internet will lead companies all the way to customer-driven marketing. Customers will actively engage companies and aggressively seek information, allowing marketers to drastically reduce their often wasted efforts to capture consumer attention. Industry Setting: Advertising industry Subjects: Advertising; Consumer marketing; Customer relations; Electronic commerce; Internet; Marketing management; Marketing strategy Length: 5p R0409D Title: How Global Brands Compete Author(s): Holt, Douglas B.; Quelch, John A.; Taylor, Earl L. Publication Date: 09/01/2004 Product Type: Harvard Business Review Article Abstract: It's time to rethink global branding. More than two decades ago, Harvard Business School professor Theodore Levitt argued that corporations should grow by selling standardized products all over the world. But consumers in most countries had trouble relating to generic products, so executives instead strove for global scale on backstage activities such as production while customizing product features and selling techniques to local tastes. Such "global" strategies now rule marketing. Global branding has lost more luster recently because transnational companies have been under siege, with brands like Coca-Cola and Nike becoming lightning rods for antiglobalization protests. The instinctive reaction of most transnational companies has been to try to fly below the radar. But global brands can't escape notice. In a research project involving 3,300 consumers in 41 countries, the authors found that most people choose one global brand over another because of differences in the brands' global qualities. Rather than ignore the global characteristics of their brands, it's critical for firms to manage those characteristics, because future growth for most companies will likely come from foreign markets. Consumers base preferences on three dimensions of global brands--quality (signaled by a company's global stature); the cultural myths that brands author; and firms' efforts to address social problems. The authors also found that it didn't matter to consumers whether the brands they bought were American--a remarkable finding considering that the study was conducted when anti-American sentiment in many nations was on the rise. May be used with: (83308) The Globalization of Markets; (793035) Crown Cork & Seal in 1989; (R0411D) Bringing Customers into the Boardroom.
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Subjects: Brand management; Competition; Globalization; Marketing strategy; Multinational corporations Length: 8p Year New: 2004 SMR053 Title: How Increasing Value to Customers Improves Business Results Author(s): Vandermerwe, Sandra Publication Date: 10/01/2000 Product Type: SMR Article Abstract: Companies such as LEGO, British Petroleum, Baxter, Virgin, and Unilever are reversing the law of diminishing returns by redefining what business they are in and then practicing a powerful kind of customer focus. The author defines customer focus as obtaining value for customers (even if you sometimes help them buy from your competitors) and from customers (who voluntarily continue to patronize your company because of that value). To achieve a high level of customer focus, LEGO, for example, must see itself as being in the "edutainment" business, not the construction toy business. Focusing on what customers want in the edutainment market space, LEGO can find numerous growth opportunities. Traditionally, businesses have concentrated on getting more market share and moving more products and services at the maximum margins. But that approach is too easy for competitors to emulate, and cost advantages eventually diminish. The author delves into the six vital components for a successful strategy based on customer focus: giving power to the customer, getting customers to choose a particular business over its competitors, articulating new market spaces, delivering an integrated experience, taking advantage of abundant and reusable resources such knowledge and information, and creating reinforcing interactions. Subjects: Consumer marketing; Corporate strategy; Customer relations; Marketing strategy Length: 13p Year New: 2005 4850BC Title: How Is Cultural Branding Different? Author(s): Holt, Douglas B. Publication Date: 09/15/2004 Product Type: HBS Press Chapter Abstract: While conventional models may work for some branding initiatives, they do not build iconic brands, which, according to the author, have been guided by a set of strategic principles called the cultural branding model. This chapter uses the cases of Corona, Coke,
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and Snapple to contrast cultural branding with the branding models that dominate business practice today. Subjects: NO SUBJECTS(KEYWORDS) Length: 33p List Price: $6.95 Year New: 2007 R0604Z Title: How Low Will You Go? (Commentary for HBR Case Study) Author(s): Mobley, Mary Edie; Humphreys, John; Brown, John; Frank, Katherine; Narayandas, Das; Rousseau, Denise Publication Date: 04/01/2006 Product Type: Harvard Business Review Article Abstract: No question, Galen McDowell knew how to sell. He quickly hooked a big-league outfit, Kinan Motors, as a potential customer. He invited their representatives to come take a tour of the company and, while they were in town, visit the Red Ruby Club. The Red Ruby? That's a strip club. Galen assured CEO Bob Carlton that it was upscale and full of businesspeople. He said his reps had often made use of the club to woo important accounts away from rivals. As if to prove his point, Kinan quickly signed a multimillion-dollar contract with OptiMotors after the visit. Then April Hartley, Bob's first salesperson, quit. She had tried to build relationships with customers, but the really big accounts, it seemed, were looking for "more exciting stuff" than she could give them. Now Joan Warren-another saleswoman, and one who would happily close a deal anywhere she got the chance--is complaining because Galen won't let her go to the club with him. "I won't stand by and be disadvantaged simply because I'm a woman," she says. When does client entertainment cross the line? May be used with: (R0604X) How Low Will You Go? (HBR Case Study). Industry Setting: Automotive parts & accessories Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Year New: 2006 R0604A Title: How Low Will You Go? (HBR Case Study and Commentary) Author(s): Mobley, Mary Edie; Humphreys, John; Brown, John; Frank, Katherine; Narayandas, Das; Rousseau, Denise Publication Date: 04/01/2006 Product Type: Harvard Business Review Article Abstract: No question, Galen McDowell knew how to sell. He quickly hooked a big-league outfit, Kinan Motors, as a potential customer. He invited their representatives to come take a tour of the company and, while they were in town, visit the Red Ruby Club. The Red Ruby? That's a strip club. Galen assured CEO Bob Carlton that it was upscale and full of businesspeople. He said his reps had often made use of the club to woo important accounts away from rivals. As if to prove his point, Kinan quickly signed a multimillion-dollar contract with OptiMotors after the visit. Then April Hartley, Bob's first salesperson, quit. She had tried to build relationships with customers, but the really big accounts, it seemed, were looking for "more exciting stuff" than she could give them. Now Joan Warren-another saleswoman, and one who would happily close a deal anywhere she got the chance--is complaining because Galen won't let her go to the club with him. "I won't stand by and be disadvantaged simply because I'm a woman," she says. When does client entertainment cross the line? Industry Setting: Automotive parts & accessories Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2006 R0604X Title: How Low Will You Go? (HBR Case Study) Author(s): Mobley, Mary Edie; Humphreys, John Publication Date: 04/01/2006 Product Type: Harvard Business Review Article Abstract: No question, Galen McDowell knew how to sell. He quickly hooked a big-league outfit, Kinan Motors, as a potential customer. He invited their representatives to come take a tour of the company and, while they were in town, visit the Red Ruby Club. The Red Ruby? That's a strip club. Galen assured CEO Bob Carlton that it was upscale and full of businesspeople. He said his reps had often made use of the club to woo important accounts away from rivals. As if to prove his point, Kinan quickly signed a multimillion-dollar contract with OptiMotors after the visit. Then April Hartley, Bob's first salesperson, quit. She had tried to build relationships with customers, but the really big accounts, it seemed, were looking for "more exciting stuff" than she could give them. Now Joan Warren-another saleswoman, and one who would happily close a deal anywhere she got the chance--is complaining because Galen won't let her go to the
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club with him. "I won't stand by and be disadvantaged simply because I'm a woman," she says. When does client entertainment cross the line? May be used with: (R0604Z) How Low Will You Go? (Commentary for HBR Case Study). Industry Setting: Automotive parts & accessories Subjects: NO SUBJECTS(KEYWORDS) Length: 6p Year New: 2006 F0509L Title: How Markets Help Marketers Author(s): Elberse, Anita Publication Date: 09/01/2005 Product Type: Harvard Business Review Article Abstract: Stock market simulations can help you determine optimal marketing strategies for products prior to launch. Industry Setting: Film industry Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Year New: 2005 576057 Title: How Mass Communications Work Author(s): Ward, Scott Publication Date: 09/27/1975 Revision Date: 10/25/1979 Product Type: Note Abstract: Explains various theories about how mass communications work in the context of marketing management problems. Industry Setting: Advertising industry; Communications industry Subjects: Advertising; Communications industry; Consumer behavior; Marketing management; Sales promotions Length: 10p 707458 Title: How Media Choices are Changing Online Advertising Author(s): Bradley, Stephen P.; Bartlett, Nancy Publication Date: 10/13/2006 Revision Date: 02/13/2007 Product Type: Note Abstract: What is the response by advertisers as media consumption moves to the digital medium? Provides an overview of online advertising in mid2006 and discusses the impact of an increasingly fractured media landscape and its accompanying expanding advertising options. Subjects: NO SUBJECTS(KEYWORDS) Length: 34p Year New: 2006
Marketing
F0512C Title: How Not to Extend Your Luxury Brand Author(s): Reddy, Mergen; Terblanche, Nic Publication Date: 12/01/2005 Product Type: Harvard Business Review Article Abstract: Don't extend your premium brands into other product categories-unless they are adjacent to your core categories. Industry Setting: Fashion industry Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2005 79606 Title: How Prices, Ad Expenditures, and Profits Are Linked Author(s): Farris, Paul W.; Reibstein, David J. Publication Date: 11/01/1979 Product Type: Harvard Business Review Article Abstract: Coordination between advertising and price strategies may lead to higher profits. Analyses of data from 227 businesses show the priceadvertising relationship. The results show that companies with higher advertising budgets charge premium prices; consumers are willing to pay more for a perceived "high quality" product; and the association between advertising expenditures and price is strongest in the last stage of the product cycle. The price-advertising consistency principle is important for attaining a substantial return on investment. Industry Setting: Advertising industry Subjects: Advertising; Consumer behavior; Pricing strategy; Product life cycle Length: 12p R0607D Title: How Right Should the Customer Be? Author(s): Anderson, Erin; Onyemah, Vincent Publication Date: 07/01/2006 Product Type: Harvard Business Review Article Abstract: If your salespeople aren't sure who their boss is--the district manager? the regional manager? the customer?--it could be a sign that your company's sales force controls are working at cross-purposes and that your sales function is in trouble. Sales force controls are the policies and practices that govern the way you train, supervise, motivate, and evaluate your sales staff. They include the types of compensation you offer your people and the criteria your sales managers use to evaluate the reps' performance. These controls let salespeople know which trade-offs the company would prefer them to make when the inevitable conflicts arise between what they want to do (spend lots of time and money to get a sale) and what they actually can do (use limited resources and still get the sale). When sales force controls aren't aligned-when, say, the system simultaneously encourages reps to be entrepreneurial but also to file detailed call reports and check in frequently with their bosses-individuals become discouraged and unproductive, and they eventually leave the company. The authors' research suggests there are significant differences between the control systems of companies that encourage salespeople to put the customer first-outcome control (OC) systems--and those that encourage reps to put their managers first--behavior control (BC) systems. In this article, they list the characteristics of OC and BC systems, describe the potential fallout from conflicts within these systems, and explain how you can tell which control system is appropriate for your firm. In most cases, the right choice will be a consistent system somewhere in the middle of the OC-BC continuum. Geographic Setting: Africa, Western; France; Germany; Global Industry Setting: Banking industry; Health care industry; Health services; Insurance industry Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2006 1001 Title: How Right Should the Customer Be? (HBR OnPoint Enhanced Edition) Author(s): Anderson, Erin; Onyemah, Vincent Publication Date: 07/01/2006 Product Type: HBR OnPoint Article Abstract: If your salespeople aren't sure who their boss is--the district manager? the regional manager? the customer?--it could be a sign that your company's sales force controls are working at cross-purposes and that your sales function is in trouble. Sales force controls are the policies and practices that govern the way you train, supervise, motivate, and evaluate your sales staff. They include the types of compensation you offer your people and the criteria your sales managers use to evaluate the reps' performance. These controls let salespeople know which trade-offs the company would prefer them to make when the inevitable conflicts arise between what they want to do (spend lots of time and money to get a sale) and
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what they actually can do (use limited resources and still get the sale). When sales force controls aren't aligned-when, say, the system simultaneously encourages reps to be entrepreneurial but also to file detailed call reports and check in frequently with their bosses-individuals become discouraged and unproductive, and they eventually leave the company. The authors' research suggests there are significant differences between the control systems of companies that encourage salespeople to put the customer first--outcome control (OC) systems--and those that encourage reps to put their managers first--behavior control (BC) systems. In this article, they list the characteristics of OC and BC systems, describe the potential fallout from conflicts within these systems, and explain how you can tell which control system is appropriate for your firm. In most cases, the right choice will be a consistent system somewhere in the middle of the OC-BC continuum. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p List Price: $6.50 Year New: 2006 R0201C Title: How Snapple Got Its Juice Back Author(s): Deighton, John Publication Date: 01/01/2002 Product Type: Harvard Business Review Article Abstract: In 1993, Quaker Oats paid $1.7 billion for the rapidly growing Snapple brand. In 1997, it sold the brand to Triarc for a mere $300 million. In 2000, Triarc sold it to Cadbury Schweppes for an estimated $1 billion. How could so much value be lost and regained so quickly? John Deighton's answer to these questions is one that many marketing professionals are likely to resist: There is a vital interplay, he says, between the challenges that a brand faces and the culture of the corporation that owns it. Quaker's textbook marketing approach backfired, whereas Triarc's revival of Snapple's original anything-goes attitude worked. Success in brand management stems from the quality of strategy execution, and successful execution is a matter of temperament. Some strategies are best entrusted to managers with cautious, prudent temperaments; others flourish in the hands of risk takers. So before you commit to a deal, don't just consider a brand's sales. Also give some thought to its soul and how it fits with yours. Industry Setting: Agribusiness Subjects: Agribusiness; Beverages; Brand management; Brands; Corporate
Marketing
culture; Marketing implementation; Marketing strategy; Strategy implementation Length: 6p SMR194 Title: How Social-Cause Marketing Affects Consumer Perceptions Author(s): Bloom, Paul N.; Hoeffler, Steve; Keller, Kevin L.; Basurto Meza, Carols E. Publication Date: 01/01/2006 Product Type: SMR Article Abstract: Case studies suggest that companies, including Avon, Stonyfield Farm, and Starbucks, have benefited from marketing initiatives associating the company with a socially beneficial cause. But how should managers allocate dollars between social-cause marketing and other types of marketing programs? The authors use a marketresearch technique called "conjoint analysis" to help managers evaluate the relative benefits of various types of affinity marketing programs, including sponsorship of social causes, sports, or entertainment events. Conjoint analysis involves creating a variety of hypothetical brand profiles that contain combinations of brand attributes; by asking consumers to rank the profiles, researchers can gain insights into how different brand attributes affect consumer preferences. For some of the products studied, affiliations with social causes had more positive effects on consumer rankings than affiliations with sports or entertainment events. However, this was not always true; for example, it was not the case for the milk brands studied, suggesting that the effect of social-cause marketing initiatives may vary by industry. Also discusses how brand managers can use conjoint analysis to compare potential marketing initiatives. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2006 F0205A Title: How Surveys Influence Customers Author(s): Dholakia, Paul M.; Morwitz, Vicki G. Publication Date: 05/01/2002 Product Type: Harvard Business Review Article Abstract: Surveying contented customers just once can increase profitability over the course of a year, surprising new research finds. That may be tempting news to marketers, but beware: Surveying unhappy customers could have the opposite effect. May be used with: (505059) The Harvard Graduate Student Housing Survey; (590015) Questionnaire Design and Development. Industry Setting: Financial services Subjects: Customer retention; Marketing strategy Length: 2p SMR254 Title: How To Reap Higher Profits with Dynamic Pricing Author(s): Sahay, Arvind Publication Date: 07/01/2007 Product Type: SMR Article Abstract: Dynamic pricing, in which prices respond to supply and demand pressures in real time or near-real time, has long been used by airlines and hotels. Now dynamic pricing is making inroads in many different sectors, including apparel, automobiles, consumer electronics, personal services, telecommunications, and second-hand goods. These companies are making use of new findings on dynamic pricing and of increases in data processing power to raise their average realized prices, thereby increasing revenues and profits. There are two mechanisms for dynamic pricing: posted prices that customers can see; and price-discovery mechanisms, in which customers determine prices through their own actions. These two mechanisms are employed in seven different forms: yield management (commonly used by airlines), demand-based pricing, three types of auctions, group buying, and negotiations. Describes eight situations for using the various forms of dynamic pricing. An important constraint in employing dynamic pricing is consumers' Latitude of Price Acceptance, which varies for different products and situations and which can be discovered through observation, surveys, or analysis of demand elasticities. Customer participation in the pricing process decreases the chances of a consumer backlash. Customers also tend to embrace dynamic pricing in the following situations: where the price reflects intensity of demand for the product, there is communication between the seller and the consumer, and the price difference is explained by a difference in perceived value across channels through which the transaction occurred. The more the seller understands the buying cycles and habits of the customer, the more he is able to manage price margins to the rhythm of the customer's shopping, to segment customers, and to develop price discrimination. Subjects: NO SUBJECTS(KEYWORDS) Length: 10p
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R0710J Title: How Valuable Is Word of Mouth? Author(s): Kumar, V; Petersen, J. Andrew; Leone, Robert P. Publication Date: 10/01/2007 Product Type: Harvard Business Review Article Abstract: The customers who buy the most from you are probably not your best marketers. What's more, your best marketers may be worth far more to your company than your most enthusiastic consumers. Those are the conclusions of professors Kumar and Petersen at the University of Connecticut and professor Leone at Ohio State University, who analyzed thousands of customers in research focused on a telecommunications company and a financial services firm. In this article, the authors present a straightforward tool that can be used to calculate both customer lifetime value (CLV), the worth of your customers' purchases, and customer referral value (CRV), the value of their referrals. Knowing both enables you to segment your customers into four constituent parts: those that buy a lot but are poor marketers (which they term Affluents); those that don't buy much but are very strong salespeople for your firm (Advocates); those that do both well (Champions); and those that do neither well (Misers). In a series of one-year experiments, the authors demonstrated the effectiveness of this segmentation approach. Offering purchasing incentives to Advocates, referral incentives to Affluents, and both to Misers, they were able to move significant proportions of all three into the Champions category. Both companies reaped returns on their marketing investments greater than 12fold--more than double the normal marketing ROI for their industries. The power of this tool is its ability to help marketers decide where to focus their efforts. Rather than waste funds encouraging big spenders to spend slightly more while overlooking the power of customer evangelists who don't buy enough to seem important, you can reap much higher rewards by nudging big spenders to make referrals and urging enthusiastic proponents of your wares to buy a bit more. Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2007 R0403H Title: How You Slice It: Smarter Segmentation for Your Sales Force Author(s): Wasser, Ernest; Dahneke, Marshall; Pekkarinen, Michael; Weissel,
Marketing
Michael Publication Date: 03/01/2004 Product Type: Harvard Business Review Article Abstract: Three years ago, 70-year-old Hill-Rom Inc. was in a position familiar to many mature businesses: The company was strong but needed to be stronger. It was a top producer of hospital beds and specialty mattresses--its core product lines. It also had competitive, complementary lines of stretchers, furniture, and architectural equipment. Its customer base was extensive and had a respected sales force and solid profit margins. But by the time Ernest Waaser took over as chief executive in early 2001, revenue growth had been slowing, and competition was on the rise. To secure Hill-Rom's place in the market, Waaser focused first on the sales organization. The CEO took several steps to restructure the sales force. The company changed its customer segments to reflect customers' demands and financial status better, ultimately targeting two main groups: key and prime customers. It then changed the overall structure of the sales organization so it could tailor its approach to these two segments; key customers received more specialized service than prime customers. Finally, Hill-Rom adjusted the sales force after the company took an in-depth look at historical data on products and services and sales completed. Reasons for staffing changes were carefully communicated to the sales force. Because of Hill-Rom's initiatives, the cost of sales is down, short-term revenue growth is up, the outlook for long-term revenue growth looks bright, sales and profit margins are up, and customer satisfaction has increased. Subjects: Customer relations; Customer retention; Market segmentation; Restructuring; Sales organization Length: 7p Year New: 2004 R00305 Title: How to Acquire Customers on the Web Author(s): Hoffman, Donna L.; Novak, Thomas P. Publication Date: 05/01/2000 Product Type: Harvard Business Review Article Abstract: Most retailers on the Web spend more to acquire customers than they will ever get back in revenue from them. Many think that sky-high spending on marketing is necessary to stake out their share of Internet space. But is it really? How do retailers know how much to pay? Consider CDnow, which has developed a multifaceted customeracquisition strategy that reflects a clear understanding of the economics of an on-line business. At the heart of its strategy is affiliate marketing, a concept the company pioneered. Under its BuyWeb program, anyone can put a link to CDnow on his or her Web site, and if a customer uses that link to arrive at CDnow and make a purchase, the referring site owner gets a percentage of the sale. CDnow pays no money if no sale is made, which makes the marketing program completely efficient. But CDnow didn't stop there. Being a Web store, it had complete data on the number of visitors to its site and what they bought, which it used to work out the lifetime value of an average customer. CDnow used that figure to determine how much to wager on the expensive and risky world of traditional advertising to reach a wider audience that wasn't already on-line. CDnow's experience, still a work in progress, contradicts John Wanamaker's oftquoted lament: "I know half the money I spend on advertising is wasted, but I can never find out which half." As the CDnow example demonstrates, there is a way to find out which half really works. Industry Setting: Advertising industry; Retail industry Subjects: Advertising; Customer relations; Electronic commerce; Marketing mixes; Marketing planning; Marketing strategy; New economy; Retailing; World Wide Web Length: 6p BESTSELLER SMR016 Title: How to Address the Gray Market Threat Using Price Coordination Author(s): Assmus, Gert; Wiese, Carsten Publication Date: 04/01/1995 Product Type: SMR Article Abstract: Gray market goods are brand name products sold through unauthorized channels. Gray markets have recently become more threatening to multinational companies as a result of the increasing number of global products available and easily accessible price information about them. The authors present a framework to select the right approach to the gray market threat by coordinating price-setting decisions based on the subsidiary's local resources and the complexity of the product's market. Through examples from their sample of companies that have dealt with gray markets, the authors show how price coordination methods have been implemented. Subjects: Brands; Corporate strategy; Marketing strategy; Pricing Length: 13p
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C0112D Title: How to Coach Your Employees Author(s): Craumer, Martha Publication Date: 12/01/2001 Product Type: Harvard Management Communication Letter Article Abstract: Managerial coaching is a way to get the most out of your people by showing them that you respect and value them. Rather than trying to improve an employee's weaknesses, overlook those weaknesses and instead focus on what he or she does well naturally. The result is not a group of people who think and act alike but, instead, a group of individuals with specific talents. This article offers tips on initiating and developing a coaching relationship with your employees. Subjects: Employee development; Management of professionals Length: 3p List Price: $4.50 U9704A Title: How to Customize for the Real World Author(s): Billington, Jim Publication Date: 04/01/1997 Product Type: Harvard Management Update Article Abstract: Theoretically, information technology should allow businesses to mass customize products and services for their customers at a reasonable cost. In truth, experts think you can mass customize effectively for only about 20% of your customers. The key to success is making sure that this 20% represents the buyers who are the most loyal and offer the biggest opportunity for future profit. Four different types of customization are described: 1) collaborative customization--dialogues with individual customers to help them articulate their needs as the basis for designing and manufacturing customized products, 2) adaptive customization--standard but customizable product that users can alter to suit their wishes, 3) cosmetic customization--changing only the presentation of the product for specific customers, and 4) transparent customization--providing individual customers with tailored goods or services without their necessarily realizing it. The article further elaborates how to align a company's products and processes with customer needs. Industry Setting: Merchandising Subjects: Customization; Innovation; Marketing strategy; Product design; Product development; Product management Length: 3p
Marketing
List Price: $4.50 CMR328 Title: How to Delight Your Customers Author(s): Berman, Barry Publication Date: 11/01/2005 Product Type: CMR Article Publisher: California Management Review Abstract: While many researchers have made contributions to the now extensive literature on service quality, there is much less research on what constitutes delight in service quality and how organizations can delight customers. Examines the differences between customer satisfaction and customer delight, notably the benefits of delighting rather than merely satisfying customers. Describes how to delight customers and outlines how to implement a successful customer delight program as well as how to measure customer delight. Also discusses the potential pitfalls of doing so. Subjects: NO SUBJECTS(KEYWORDS) Length: 24p Year New: 2006 R00208 Title: How to Fight a Price War Author(s): Rao, Akshay R.; Bergen, Mark E.; Davis, Scott Publication Date: 03/01/2000 Product Type: Harvard Business Review Article Abstract: Price wars are a fact of life, whether we're talking about the fastpaced world of knowledge products, the marketing of Internet appliances, or the staid, traditional sales of aluminum castings. If you're a manager and you're not in battle currently, you probably will be soon, so it's never too early to prepare. The authors describe the causes and characteristics of price wars and explain how companies can fight them, flee them--or even start them. The authors say the best defense in a pricing battle isn't to simply match price cut for price cut; they emphasize other options for protecting market share. For instance, companies can compete on quality instead of price; they can alert customers to the risks and negative consequences of choosing a low-priced option. Companies can reveal their strategic intentions and capabilities; just the threat of a major price action might hold rivals' pricing moves in check. And, finally, companies can seek support from interested third parties--governments, customers, and vendors, for instance--to help avert a price war. If a company chooses to compete on price, the authors suggest using complex pricing actions, cutting prices in certain channels, or introducing new products or flanking brands--each of which lets companies selectively target only those segments of the market that are under competitive threat. A simple tit-for-tat price move should be the last resort-and managers should act swiftly and decisively so competitors will know that any revenue gains will be short-lived. Subjects: Competition; Marketing strategy; Pricing; Pricing strategy Length: 10p BESTSELLER 472X Title: How to Fight a Price War (HBR OnPoint Enhanced Edition) Author(s): Rao, Akshay R.; Bergen, Mark E.; Davis, Scott Publication Date: 09/01/2000 Product Type: HBR OnPoint Article Abstract: Price wars are a fact of life, whether we're talking about the fastpaced world of knowledge products, the marketing of Internet appliances, or the staid, traditional sales of aluminum castings. If you're a manager and you're not in battle currently, you probably will be soon, so it's never too early to prepare. The authors describe the causes and characteristics of price wars and explain how companies can fight them, flee them--or even start them. The authors say the best defense in a pricing battle isn't to simply match price cut for price cut; they emphasize other options for protecting market share. For instance, companies can compete on quality instead of price; they can alert customers to the risks and negative consequences of choosing a low-priced option. Companies can reveal their strategic intentions and capabilities; just the threat of a major price action might hold rivals' pricing moves in check. And, finally, companies can seek support from interested third parties--governments, customers, and vendors, for instance--to help avert a price war. If a company chooses to compete on price, the authors suggest using complex pricing actions, cutting prices in certain channels, or introducing new products or flanking brands--each of which lets companies selectively target only those segments of the market that are under competitive threat. A simple tit-for-tat price move should be the last resort-and managers should act swiftly and decisively so competitors will know that any revenue gains will be short-lived. Subjects: Competition; Marketing strategy; Pricing; Pricing strategy Length: 14p List Price: $6.50 C0203B Title: How to Lie with Formatting
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Author(s): Clayton, John Publication Date: 03/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: We know that statistics can be used to deceive, but how aware are we of design's ability to bend the truth? An annual report's stunning photos and elegant layout can camouflage weak content. Text and background may be in such vivid, clashing colors that processing the words is difficult, or they may be so close in color that they're hard to distinguish. Excessive color use can lead to a sensory overload that distracts readers from focusing on the message. English speakers typically scan a spread in a Z pattern; a particularly arresting image in the lower right-hand corner may be there to encourage readers to skip what's placed in the middle of the spread. These are but some of the design strategies employed to highlight favorable news and downplay bad. When you read, pay attention to what the design does--and doesn't--want you to see. Subjects: Ethics; Management communication Length: 2p List Price: $4.50 C0201E Title: How to Make Your Case in 30 Seconds or Less Author(s): Wreden, Nick Publication Date: 01/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: If you ran into Warren Buffet on the street, would you know what to say? Having an "elevator speech" ready to go at a moment's notice will enable you to make the most of once-in-alifetime communication opportunities. The elevator pitch gets its name from the 30-second opportunity to tell--and sell-your story during a short elevator ride. Thirty seconds is also the typical amount of time you get to capture someone's attention. The purpose of an elevator speech is not to close a deal, but to pique your listener's attention enough to agree to move to the next level of commitment. And it's not just for funding requests--job interviews, networking events, PR opportunities, presentations to executives, and sales all demand the ability to deliver a quick and concise explanation of your case. Here, we present eight tips for being prepared with a winning pitch. Subjects: Management communication; Personal strategy & style Length: 2p List Price: $4.50
Marketing
C0210B Title: How to Make a Picture Worth a Thousand Words Author(s): Clayton, John Publication Date: 10/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: For your next big report, don't forget that there is an art to choosing the right graphic, just as there is to choosing the right words. By conveying your message both verbally and visually, you increase your chances of it being received and remembered--and responded to. Learn how you can devise a visual strategy for your next important report. Subjects: Communication; Communication strategy Length: 3p List Price: $4.50 R0904D Title: How to Market in a Downturn Author(s): Quelch, John A.; Jocz, Katherine E. Publication Date: 04/01/2009 Product Type: Harvard Business Review Article Abstract: Because no two recessions are exactly alike, marketers find themselves in poorly charted waters every time one occurs. But guidance is available, say Quelch and Jocz, who have studied marketing successes (by Smucker, Procter & Gamble, AnheuserBusch, and others) as well as failures throughout past recessions and identified patterns in consumer and company behavior that strongly affect performance. Understanding consumers' changing psychology and habits, the authors argue, will enable firms to hone their strategies so they can both survive the current downturn and prosper afterward. Consumers in a recession can be divided into four groups: The slam-on-the-brakes segment, which feels the hardest hit, reduces all types of spending. Pained-but-patient consumers, who constitute the largest segment, also economize in each area, though less aggressively. Comfortably well-off individuals consume at nearprerecession levels but become a little more selective (and less conspicuous) about their purchases. Live-for-today consumers pretty much carry on as usual, responding to the recession mainly by extending their timetables for making major purchases. People may switch segments if their economic situations change for the worse. All groups prioritize consumption by sorting products and services into the following categories: essentials (central to survival or well-being), treats (justifiable), postponables (can be put off), and expendables (unnecessary or unjustifiable). As firms manage their marketing investments, they must simultaneously assess their brands' opportunities, allocate resources for the long term, and balance their budgets. Many make the mistake of cutting costs indiscriminately, which can jeopardize long-term performance. Instead, firms should streamline their product portfolios, improve the affordability of their offerings, and bolster customers' trust. Subjects: NO SUBJECTS(KEYWORDS) Length: 8p SMR285 Title: How to Market to Generation M(obile) Author(s): Rohm, Andrew; Sultan, Fareena Publication Date: 07/01/2008 Product Type: Case (Field) Abstract: For many teenagers and young adults, cell phones, personal digital assistants and other handheld devices have become a necessity of everyday life. That fact has not escaped the attention of companies that have had great difficulty reaching young consumers through traditional marketing approaches. In theory, the mobile platform provides the perfect mechanism for reaching young consumers. A large retailer might, for example, send a group of teenagers who are at a shopping mall various electronic coupons on their phones to promote special discounts. Many global corporations, including Burger King, MTV, Procter & Gamble and Ford, have initiated programs that enable consumers to search for the nearest restaurant location using their cell phones, receive electronic coupons or participate in other mobile marketing activities. Such campaigns have generated click-through rates up to 10 times those of traditional Internet banner ads, and recent forecasts for global mobile marketing spending range from $9 billion to $19 billion by 2011. That said, several brands, including Budweiser, ESPN, Sprite and adidas, have launched mobile marketing efforts only to see some successes amidst an equal number of disappointments. To investigate what truly influences whether young consumers will participate in mobile marketing activities, the authors recently conducted a survey in the United States and Pakistan. The study looked at the relative importance of a number of factors, including consumers' personal attachment to their cell phones, their concerns for privacy and their willingness to "opt in" and accept permission-based marketing. An
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analysis of the results uncovered important insights in consumer behavior. Such results hold a number of important implications for companies developing mobile advertising campaigns across global markets. Industry Setting: Cellphone Subjects: NO SUBJECTS(KEYWORDS) Length: 9p 78410 Title: How to Pay Your Sales Force Author(s): Steinbrink, John P. Publication Date: 07/01/1978 Product Type: Harvard Business Review Article Abstract: A survey of 380 companies in 34 industries throughout the United States and Canada examined the three basic kinds of compensation plans and found: 1) Salary plans pay fixed rates of compensation and are appropriate when measurements of performance are difficult to ascertain. 2) Commission plans pay salespeople in direct proportion to their sales and are appropriate for maximizing incentives or for predicting sales costs in direct relationship to sales volume. 3) A combination plan includes all variations of salary plans plus other monetary incentive plans. This plan is more complex to administer; however, it allows for greater incentive and flexibility. Subjects: Incentives; Sales compensation; Sales management Length: 11p 278X Title: How to Price Your Products and Services (Paperback) Author(s): HBR Publication Date: 07/01/1990 Product Type: HBS Press Book Abstract: Even experienced marketing people can suffer a queasy feeling in the pit of their stomachs when they make a pricing decision. The distress arises from seemingly nebulous decision criteria and the competitive consequences. This collection of Harvard Business Review articles does not offer formulaic answers but provides ways of framing the pricing question for consumer and industrial markets. The last section of the book considers the thorny problem of setting equitable transfer prices. HBR paperbacks are regularly revised with recent articles. Subjects: Pricing; Pricing strategy; Product lines; Product management Length: 125p List Price: $19.95 84312 Title: How to Segment Industrial Markets
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Author(s): Shapiro, Benson P.; Bonoma, Thomas V. Publication Date: 05/01/1984 Product Type: Harvard Business Review Article Abstract: The difficulty of segmenting industrial markets has dissuaded companies from trying, despite the benefits they lose in terms of market analysis and selection. The problem is to identify the most useful variables. One way to do this is to arrange the five general segmentation criteria of demographics, operating variables, customer purchasing approaches, situational factors, and personal buyer characteristics, into a nested hierarchy. The segmentation criteria of the largest, outermost nest are general characteristics about industries and companies. Innermost nests are specific, subtle, and hard-to-assess traits. Subjects: Industrial markets; Market segmentation Length: 7p 4452BC Title: How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit Author(s): Zaltman, Gerald; Zaltman, Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter Abstract: This chapter identifies a deficit in deep thinking among managers and discusses some factors contributing to this deficit, particularly managers' tendencies to overemphasize surfacelevel differences among consumers and to neglect the deep metaphors that enable us to observe such differences in the first place. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors; (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities; (4454BC) Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking; (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking; (4456BC) Journey: How the Meeting of Past, Present, and Future Affects Consumer Thinking; (4457BC) Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking; (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking; (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking; (4460BC) Control: How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking; (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering--Understanding the Minds of Consumers. Subjects: NO SUBJECTS(KEYWORDS) Length: 32p List Price: $6.95 Year New: 2007 C0012C Title: How to Use Clip Art Author(s): Clayton, John Publication Date: 12/01/2000 Product Type: Harvard Management Communication Letter Article Abstract: Is clip art a useful visual communication tool--or just a hokey gimmick? Most graphic designers and communications experts shy away from clip art, saying clip art is crude and too vague to be useful. But there are some people, such as Robert E. Horn, author of "Visual Language: Global Communication for the 21st Century," who consider clip art to be the key to communicating visually in the future. Horn points to the widespread use of pictograms and icons, and predicts that as clip art improves in quality and becomes easier to get, it will become an essential part of business communication rather than an annoying distraction. Subjects: Communication Length: 2p List Price: $4.50 597021 Title: Howard, Shea & Chan Asset Management (A) Author(s): Shapiro, Benson P. Publication Date: 08/15/1996 Revision Date: 10/25/1996 Product Type: Case (Field) Abstract: A medium-sized investment management firm is attempting to decide whether to try to grow, and if so, how. It is a complicated decision because the managing partner and her colleagues have significantly different views. This case provides the background on the industry, firm, and situation. May be used with: (597022) Howard, Shea & Chan Asset Management (B); (597023) Howard, Shea & Chan Asset Management (C); (597024) Howard, Shea & Chan Asset Management (D): Sales Presentation. Geographic Setting: United States Industry Setting: Securities & investing Company Size: mid-size Number of Employees: 28 Gross Revenues: $21 million revenues Subjects: Investment management; Marketing strategy; Pricing strategy; Recruitment; Sales management Length: 13p
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597022 Title: Howard, Shea & Chan Asset Management (B) Author(s): Shapiro, Benson P. Publication Date: 08/15/1996 Product Type: Case (Field) Abstract: Continues the plot about growth and sales strategies, and adds interesting pricing and sales compensation elements. The partners' meeting sharpens the disagreements among the five partners, and forces Anne Howard, the managing partner, to develop a clear action plan. May be used with: (597021) Howard, Shea & Chan Asset Management (A); (597023) Howard, Shea & Chan Asset Management (C); (597024) Howard, Shea & Chan Asset Management (D): Sales Presentation. Geographic Setting: United States Industry Setting: Securities & investing Company Size: mid-size Number of Employees: 28 Gross Revenues: $21 million revenues Subjects: Investment management; Marketing strategy; Pricing strategy; Recruitment; Sales management Length: 4p 597023 Title: Howard, Shea & Chan Asset Management (C) Author(s): Shapiro, Benson P. Publication Date: 08/15/1996 Revision Date: 10/25/1996 Product Type: Case (Field) Abstract: Goes to the heart of the sales strategy issues by asking discussion participants to: 1) develop a salesperson recruiting process, 2) choose among four resumes, and 3) develop a sales compensation approach. May be used with: (597021) Howard, Shea & Chan Asset Management (A); (597022) Howard, Shea & Chan Asset Management (B); (597024) Howard, Shea & Chan Asset Management (D): Sales Presentation. Geographic Setting: United States Industry Setting: Securities & investing Company Size: mid-size Number of Employees: 28 Gross Revenues: $21 million revenues Subjects: Investment management; Marketing strategy; Pricing strategy; Recruitment; Sales management Length: 13p 597024 Title: Howard, Shea & Chan Asset Management (D): Sales Presentation Author(s): Shapiro, Benson P. Publication Date: 08/14/1996 Revision Date: 10/23/1996 Product Type: Case (Field) Abstract: Provides the context and hard copy material to accompany a video
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sales presentation. Participants are asked to develop criteria for evaluating a sales presentation and then to apply the criteria to the video presentation. May be used with: (597021) Howard, Shea & Chan Asset Management (A); (597022) Howard, Shea & Chan Asset Management (B); (597023) Howard, Shea & Chan Asset Management (C). Geographic Setting: United States Industry Setting: Securities & investing Company Size: mid-size Number of Employees: 28 Gross Revenues: $21 million revenues Subjects: Investment management; Marketing strategy; Pricing strategy; Recruitment; Sales management Length: 32p Supplementary Materials: Case Video, (597501), 33 min, by Benson P. Shapiro 597501 Title: Howard, Shea & Chan Asset Management (D): Sales Presentation, Video Author(s): Shapiro, Benson P. Publication Date: 09/25/1996 Product Type: Case Video Abstract: Presents a sales presentation, allowing students and executive participants to develop a set of criteria for such a presentation and apply them to a real one. Must be used with: (597024) Howard, Shea & Chan Asset Management (D): Sales Presentation. Subjects: Investment management; Marketing strategy; Pricing strategy; Recruitment; Sales management Length: 33 min List Price: $150.00 M283 Title: Hudson's Bay Co. Author(s): Lal, Rajiv; Okun, Doug Publication Date: 02/01/1996 Product Type: Case (Field) Publisher: Stanford University Abstract: News that Wal-Mart, the biggest, most powerful retailer in the world, was entering the Canadian market with an instant presence by buying 122 Woolco stores caused pandemonium at Hudson's Bay Co. (HBC) and its Zellers discount chain. Faced with the perception that Wal-Mart would "come-in and mow everyone down," HBC's CEO George Kosich and Zeller's President Paul Walters had to decide how to withstand the assault, continue to grow, and remain Canada's largest retailer. Geographic Setting: Canada Industry Setting: Retail industry Gross Revenues: $2.2 billion revenues Subjects: Canada; Competition; Market entry; Marketing strategy; Retailing Length: 21p HKU716 Title: Huella Online Travel: Gaining Market Insight Into Hong Kong Consumers Author(s): Chan, Isabella; Zhou, Kevin Publication Date: 02/18/2008 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: In April 2007, Huella Online Travel Ltd, a Malaysian-based online travel portal targeting Asia, including Greater China, announced its results for the financial year 2006. Its market share for Hong Kong had been hovering just under 5% since the launch of its local site in 2000 and was performing worse in this than in other markets. A qualitative market research study conducted earlier had revealed that low awareness of the Huella brand and the general risk-averseness of Hong Kong consumers towards online travel purchases appeared to be the key reasons behind this. These findings were also echoed by market intelligence and industry reports, both of which suggested that online travel had not picked up in Hong Kong, despite the city's high internet usage penetration rate and the techno-savvy nature of its population, especially that of young people. Indeed, Hong Kong's adoption rate for online flight purchases was among the lowest in the world. In order to confirm previous findings and to test their representativeness, Huella decided to conduct a quantitative study. The company's goals were to devise a viable marketing strategy to ease Hong Kong consumers' concerns towards online travel purchases and ultimately to increase its market share in the city. This case illustrates the types of information needed by a company for its specific marketing objectives and examines how different types of market research can help it attain its goals. Geographic Setting: China; Hong Kong Industry Setting: Airline industry; Online information services; Tourism industry Subjects: NO SUBJECTS(KEYWORDS) Length: 24p Supplementary Materials: Teaching Note, (HKU717), 7p, by Isabella Chan, Kevin Zhou Year New: 2008 IES079 Title: Hugo Boss AG Author(s): Joachimsthaler, Erich; Bumm, Veerena Publication Date: 12/01/1995 Product Type: Case (Field) Publisher: IESE Business School Abstract: In 1993, Boss AG, Germany's biggest men's apparel and textile
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company, changed its name to Hugo Boss AG, the name of its original founder. The company also introduced two more brands, Hugo and Baldessarini. The two new brands enveloped the flagship brand, Boss, which had been the company's only brand until 1993. The corporate brand umbrella, Hugo Boss, firmly and prominently towered over the three individual brands. Geographic Setting: Europe Industry Setting: Textile industry Subjects: Brands; Clothing; EC single market; Europe; Germany; Market research; Marketing management Length: 9p Supplementary Materials: Teaching Note, (IES080), 2p, by Erich Joachimsthaler 88208 Title: Humanize Your Selling Strategy Author(s): Mackay, Harvey B. Publication Date: 03/01/1988 Product Type: Harvard Business Review Article Abstract: Mackay Envelope Corp. of Minneapolis has gained steadily in sales and market share by stressing salesmanship and focusing on the individual customers. Through building personal relationships and through research, Mackay develops elaborate files on customers and potential customers - not only business data but also information on each contact's education, family, particular interests, and life-style. The goal is to focus on the individual across the table. Such attention to detail requires well-trained, alert salespeople. Harvey Mackay himself spends evenings with candidates and their spouses and tests them with long telephone conversations. Once hired, they routinely take Dale Carnegie and Toastmasters courses. The company rewards top performers for collaborative work as well as for landing big contracts. Subjects: Employee training; Market share; Sales management; Sales strategy Length: 6p 500030 Title: Hunter Business Group: TeamTBA Author(s): Narayandas, Das; Caputo, Elizabeth Publication Date: 12/01/1999 Revision Date: 03/08/2002 Product Type: Case (Field) Abstract: The Hunter Business Group (HBG), a direct marketing consulting firm specializing in reorganizing the sales and marketing efforts of industrial firms, uses integrated customer contact
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technologies (including field sales, telephone, and mail) as a means of "revolutionizing the face of business-tobusiness (b2b) direct marketing." The firm operates under the theory that a seller's communications provide genuine value to a customer, and that successful direct marketing programs result in solid relationships, high retention rates, and increased profitability for the customer. This case highlights, in detail, HBG's implementation of its approach for Star Oil's tire, battery, and accessory (TBA) business that has been facing declining market share and profitability in the face of ever-increasing competition. Geographic Setting: Milwaukee, WI Number of Employees: 30 Gross Revenues: $20 million revenues Subjects: Communication; Customer relations; Direct marketing; Marketing strategy; Service management Length: 16p Supplementary Materials: Teaching Note, (502066), 13p, by Das Narayandas 9-507-S10 Title: Hunter Business Group: TeamTBA, Spanish Version Author(s): Narayandas, Das; Caputo, Elizabeth Publication Date: 12/01/1999 Product Type: LACC Case Abstract: The Hunter Business Group (HBG), a direct marketing consulting firm specializing in reorganizing the sales and marketing efforts of industrial firms, uses integrated customer contact technologies (including field sales, telephone, and mail) as a means of "revolutionizing the face of business-tobusiness (b2b) direct marketing." The firm operates under the theory that a seller's communications provide genuine value to a customer, and that successful direct marketing programs result in solid relationships, high retention rates, and increased profitability for the customer. This case highlights, in detail, HBG's implementation of its approach for Star Oil's tire, battery, and accessory (TBA) business that has been facing declining market share and profitability in the face of ever-increasing competition. Geographic Setting: Milwaukee, WI Number of Employees: 30 Gross Revenues: $20 million revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 17p 588019 Title: Hurricane Island Outward Bound School Author(s): Bonoma, Thomas V.; Clark, Bruce H. Publication Date: 10/09/1987 Revision Date: 09/23/1992 Product Type: Case (Field) Abstract: Hurricane Island Outward Bound, a small, nonprofit school that helped pioneer experiential education in the United States, has recently recovered from a financial crisis. Students take the role of the school's new marketing manager, who is preparing his first marketing plan for the organization. Faced with a tight marketing budget, students must choose among several marketing programs by evaluating their past performance and further potential. Alternately, students may shift pricing or the course mix to generate additional marketing funds. Case explores appropriateness of marketing tactics relative to strategy, appropriateness of strategy, pricing and service mix issues, and marketing's management of demand in an extremely seasonal business. Geographic Setting: Rockland, ME Industry Setting: Education industry Company Size: small Gross Revenues: $5 million sales Subjects: Marketing planning; Nonprofit organizations; Performance measurement; Pricing strategy; Product planning & policy; Services; Social enterprise Length: 19p Supplementary Materials: Teaching Note, (589049), 21p, by Thomas V. Bonoma BESTSELLER HKU633 Title: Hyundai and Kia: Automobile Branding in China Author(s): Tang, Amy; Kim, Paul Y.J. Publication Date: 03/01/2007 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: Beijing Hyundai Motor Corporation and Dongfeng Yueda Kia Motors were both troubled by the problematic sales trend of their locally branded cars. At the same time, a Brand Power Research Study conducted by Hyundai and Kia in China showed that both companies still had significant room for improvement in strengthening the power of their corporate branding to induce consumer purchases. Illustrates the importance of global branding when companies expand overseas and allows students an opportunity to evaluate corporate and car branding at both international and local levels. Geographic Setting: China Industry Setting: Automotive industry Subjects: NO SUBJECTS(KEYWORDS) Length: 37p Supplementary Materials: Teaching Note, (HKU634), 12p, by Amy Tang,
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F0411A Title: I Am My Own Database Author(s): Watson, Richard T. Publication Date: 11/01/2004 Product Type: Harvard Business Review Article Abstract: By allowing consumers to control data about their purchases and preferences, says business and technology professor Richard T. Watson, companies can get a better sense of what their customers want to buy. Subjects: Consumer behavior; Consumer marketing; Customer relations; Information technology; Marketing strategy; Value of information Length: 2p Year New: 2004 599037 Title: I Lost My Volvo in New Haven: Tennis Event Sponsorship Author(s): Greyser, Stephen A.; Harris, Brian; Truwit, Mitchell Publication Date: 02/18/1999 Revision Date: 08/10/2004 Product Type: Case (Field) Abstract: Focuses on event management and sponsorship from the perspective of the event owner (rather than that of the sponsorship company). Describes in depth the search by one of the tennis tournaments on the professional circuit for a principal sponsor. Detailed economics of tournament management are included, as well as information on the linkage between tournament sponsorship and television. Students must decide among several specific interested companies as the best sponsor for the tournament. The event owner must also consider how, if at all, his tournament can be differentiated from the many others on the calendar. Geographic Setting: United States Industry Setting: Professional sports teams & organizations Subjects: Consumer marketing; Sports Length: 14p 304012 Title: I've Got Rhythm: Selling Cardiac Rhythm Management Devices Author(s): Herzlinger, Regina E.; Lagor, William; Perry, Christopher; St. Germain, Scott Publication Date: 08/14/2003 Revision Date: 08/14/2006 Product Type: Case (Field) Abstract: The head of sales and marketing in a large medical devices firm must decide how to assign his sales force. He compares selling in the pharma, specialty pharma, and device
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industries and analyzes the reasons for the differences. Industry Setting: Medical equipment & device industry Gross Revenues: $1billion revenues Event Year Start: 2003 Event Year End: 2003 Subjects: Health care; Industry analysis; Medical supplies; Pharmaceuticals; Sales management; Sales strategy; Technology Length: 30p Year New: 2004 UV0023 Title: I.M.A.G.E. International Author(s): Spekman, Robert E.; Newton, Derek A.; Ranson, Alexandra Publication Date: 10/12/1993 Revision Date: 07/15/2004 Product Type: Case (Field) Abstract: Furthers understanding of, and familiarity with, nonfinancial incentives. Describes major elements that go into making a high-performance sales force; the practices, policies, and philosophies that are revealed about ways to motivate people provide a basis for discussion. Also gives the instructor an opportunity to teach students about the unexciting but necessary side of managing a sales force with its quotas, contests, and sales standings. Geographic Setting: New York Industry Setting: Office supplies industry Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Supplementary Materials: Teaching Note, (UV0048), 7p, by Derek A. Newton Year New: 2007 588060 Title: IBM Marketing Organization (A): Changes in Structure Author(s): Cespedes, Frank V. Publication Date: 02/26/1988 Product Type: Case (Field) Abstract: Describes the major reorganization in IBM's U.S. marketing organization between 1966 and 1988 as well as the reasons for each change. During this period, IBM's field marketing efforts were organized, first, with a product-line focus, then in terms of account size, and then geographically. Thus, the case provides an opportunity to discuss the strengths and weaknesses of three major forms of marketing organization, as well as the issues posed by the addition of indirect channels of distribution. May be used with IBM Marketing Organization (B): Process. A rewritten version of an earlier case. Geographic Setting: United States Industry Setting: Computer industry Company Size: Fortune 500 Gross Revenues: $50 billion sales Event Year Start: 1966 Subjects: Computer industry; Marketing implementation; Marketing management; Marketing organization; Marketing strategy; Sales management; Sales organization Length: 23p Supplementary Materials: Teaching Note, (589067), 33p, by Frank V. Cespedes 588061 Title: IBM Marketing Organization (B): Process Author(s): Cespedes, Frank V. Publication Date: 02/26/1988 Product Type: Case (Field) Abstract: Throughout the changes in structure described in IBM Marketing Organization (A): Changes in Structure, certain field processes and systems remained relatively constant features of IBM's marketing programs. These included the role of the branch manager, compensation and recognition systems for field marketing reps, an emphasis on industry specialization, and attention to "leadership" accounts. This case describes these processes, which should be considered in the context of the structural changes described in the (A) case. A rewritten version of an earlier case. Geographic Setting: United States Industry Setting: Computer industry Company Size: Fortune 500 Gross Revenues: $50 billion sales Event Year Start: 1966 Subjects: Computer industry; Marketing implementation; Marketing management; Marketing organization; Marketing strategy; Sales management; Sales organization Length: 11p Supplementary Materials: Teaching Note, (589067), 33p, by Frank V. Cespedes 504103 Title: IBM On Demand Community Author(s): Quelch, John A. Publication Date: 05/21/2004 Revision Date: 08/06/2004 Product Type: Case (Field) Abstract: The vice-president of IBM Corporate Community Relations is developing the launch program for IBM On Demand Community, a suite of 140 technology tools designed to enable IBM employees to assist nonprofit community organizations and schools worldwide. Geographic Setting: Global Industry Setting: Computer industry Number of Employees: 315,000 Gross Revenues: $88 billion revenues Event Year Start: 2003
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Event Year End: 2003 Subjects: Community relations; Computer systems; New product marketing; Nonprofit organizations; Product introduction; Social enterprise Length: 15p Supplementary Materials: Teaching Note, (505028), 6p, by John A. Quelch Year New: 2004 593122 Title: IBM: A Product for Managing Local Area Networks (A) Author(s): Dhebar, Anirudh Publication Date: 06/30/1993 Revision Date: 06/17/1994 Product Type: Case (Field) Abstract: IBM must decide how to respond to some large, multi-facility, cutting-edge customers' local-area network (LAN) management needs. While several groups are working on a strategic architectural solution, there are no definite product plans. Meanwhile, the customers' needs are immediate. This case describes typical LAN and LAN management needs and challenges and why coming up with a strategic product was especially difficult in the IBM multiproduct group context. In the end, a decision is taken to form a separate organization to develop a tactical LAN management product in the shortest possible time. There would eventually be a strategic product, but the tactical product will meet the customers' immediate needs. Given multiple product groups and plans for an eventual strategic product, does it make sense to establish a separate organization and charge it with the responsibility of developing and marketing a tactical product? Industry Setting: Computer industry Company Size: Fortune 500 Number of Employees: 383,000 Gross Revenues: $62.7 billion revenues Subjects: Computer industry; Product development; Product planning & policy Length: 8p Supplementary Materials: Supplement (Field), (593123), 4p, by Anirudh Dhebar 593123 Title: IBM: A Product for Managing Local Area Networks (B) Author(s): Dhebar, Anirudh Publication Date: 06/30/1993 Revision Date: 06/17/1994 Product Type: Supplement (Field) Abstract: Presents a continuation of the (A) case. Must be used with: (593122) IBM: A Product for Managing Local Area Networks (A). Industry Setting: Computer industry Subjects: Computer industry; Product development; Product planning & policy
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Length: 4p 592066 Title: IBM: Assistant General Manager of Marketing (A) Author(s): Cespedes, Frank V.; Goode, Laura Publication Date: 01/15/1992 Revision Date: 06/03/1994 Product Type: Case (Field) Abstract: First in a two-case series focusing on a new position established in late 1988 by IBM to facilitate coordination between its product and field sales units. Describes the origins and goals of the AGMM position, information concerning historical relations between product and marketing/sales units at IBM, various perspectives on the AGMM, and representative issues. Students must consider 1) the relative usefulness of this approach to managing product sales linkages, and 2) the nature of the boundary role inherent in the AGMM's responsibilities. Outlines many core issues that typically arise at the Product Management-Field Sales interface in firms (e.g., the impact of past product decisions, measurement issues, and market segmentation processes), as well as the tension between decentralizing responsibility in a large multi-product organization while still providing integrated product-sales-service solutions at the customer interface. May be used with IBM: Assistant General Manager of Marketing (B). Geographic Setting: United States Industry Setting: Computer services industries Company Size: Fortune 500 Number of Employees: 350,000 Gross Revenues: $60 billion revenues Subjects: Computer industry; Interdepartmental relations; Marketing implementation; Marketing organization; Marketing planning; Marketing strategy; Product management; Sales management Length: 19p Supplementary Materials: Teaching Note, (593055), 27p, by Frank V. Cespedes 592067 Title: IBM: Assistant General Manager of Marketing (B) Author(s): Cespedes, Frank V.; Goode, Laura Publication Date: 01/15/1992 Product Type: Case (Field) Abstract: Focuses on AGMM units in two divisions (mainframe computers and mid-range systems) where IBM's product development process, competition, distribution channels, and field marketing requirements differ significantly. Describes the organization and representative activities of each AGMM unit as of early 1991. Students must consider: 1) What is the best allocation of available time and resources among the various groups that each AGMM must deal with? 2) How can each AGMM build the necessary connections and influence required to manage interactions with other groups at IBM? 3) What mix of experience and skills should guide staffing decisions in each AGMM unit? Considers daily implementation issues in two AGMM units. Illustrates how the "same" marketing position is defined and managed differently. Also illustrates the kinds of negotiations, limitations, and informal sources of influence available to AGMMs as they perform their boundary-role activities between product and sales units in the firm. May be used with IBM: Assistant General Manager of Marketing (A). Geographic Setting: United States Industry Setting: Computer services industries Company Size: Fortune 500 Number of Employees: 350,000 Gross Revenues: $60 billion revenues Subjects: Computer industry; Interdepartmental relations; Marketing implementation; Marketing organization; Marketing planning; Marketing strategy; Product management; Sales management Length: 26p Supplementary Materials: Teaching Note, (593055), 27p, by Frank V. Cespedes 588044 Title: IDS Financial Services Author(s): Bonoma, Thomas V.; Drumwright, Minette E. Publication Date: 12/08/1987 Revision Date: 09/19/1995 Product Type: Case (Field) Abstract: Scarce managerial talent, sales force turnover, and client attrition were potential problems underlying IDS' disappointing performance at mid-year 1987. The marketing vice president had three potential "fixes": 1) increasing or decreasing the $35 million budget for marketing programs, 2) accelerating the expansion of the 6,746-person sales force numerically, and 3) emphasizing the strategic geographical expansion of the sales force. The teaching objective is to show the intricacies of planning, organizing, and budgeting as a threeway interaction which impacts results. Company Size: large Gross Revenues: $2.9 billion sales Subjects: Corporate culture; Financial services; Growth strategy; Organizational structure; Sales management
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Length: 20p Supplementary Materials: Teaching Note, (589010), 20p, by Minette E. Drumwright 504S37 Title: IDS Financial Services (Condensed), Spanish Version Author(s): Deighton, John Publication Date: 08/23/1995 Revision Date: 10/02/1996 Product Type: LACC Case Abstract: Highlights the decision that must be made on balancing customer acquisition and retention and deemphasizing the structural issues involved in administering the independent contractor sales force. Company Size: large Gross Revenues: $2.9 billion sales Subjects: Corporate culture; Financial services; Growth strategy; Organizational structure; Sales management Length: 14p 596045 Title: IDS Financial Services (Condensed) Author(s): Deighton, John Publication Date: 08/23/1995 Revision Date: 10/02/1996 Product Type: Case (Field) Abstract: Highlights the decision that must be made on balancing customer acquisition and retention and deemphasizing the structural issues involved in administering the independent contractor sales force. Company Size: large Gross Revenues: $2.9 billion sales Subjects: Corporate culture; Financial services; Growth strategy; Organizational structure; Sales management Length: 14p Supplementary Materials: Teaching Note, (596061), 12p, by John Deighton 504094 Title: IKEA Invades America Author(s): Moon, Youngme Publication Date: 04/27/2004 Revision Date: 09/14/2004 Product Type: Case (Library) Abstract: In 2002, the IKEA Group is the world's top furniture retailer, with 154 stores worldwide. In the United States, IKEA operates 14 stores, all of which have been enormously popular despite their self-service requirements. The company's goal is to have 50 stores in operation in the United States by 2013. Explores various options for managing this growth strategy. Geographic Setting: Asia; Europe; North America; Scandanavia; Sweden Industry Setting: Furniture industry;
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Home furnishings; Retail industry Number of Employees: 70,000 Gross Revenues: $12.2 billion sales Event Year Start: 1926 Event Year End: 2003 Subjects: Consumer marketing; Furniture; Growth strategy; Market positioning; Marketing strategy Length: 13p Supplementary Materials: Teaching Note, (504095), 18p, by Youngme Moon Year New: 2004 505S08 Title: IKEA Invades America, Spanish Version Author(s): Moon, Youngme Publication Date: 04/27/2004 Revision Date: 09/14/2004 Product Type: LACC Case Abstract: In 2002, the IKEA Group is the world's top furniture retailer, with 154 stores worldwide. In the United States, IKEA operates 14 stores, all of which have been enormously popular despite their self-service requirements. The company's goal is to have 50 stores in operation in the United States by 2013. Explores various options for managing this growth strategy. Teaching Purpose: To explore several nontraditional positioning strategies, specifically, how a company was able to fashion together a unique--and heretofore unheard of-combination of benefits that ultimately ended up creating a distinctive brand experience for American consumers. Also, to illustrate the advantages associated with establishing a market position that is highly differentiated from the competition. Geographic Setting: United States; Sweden Industry Setting: Furniture industry Number of Employees: 70,000 Gross Revenues: $12.2 billion revenues Subjects: Consumer marketing; Furniture; Growth strategy; Market positioning; Marketing strategy Length: 14p 99A010 Title: ING Bank of Canada (A): Launch of a Direct Bank Author(s): Ryans, Adrian B. Publication Date: 07/28/1999 Revision Date: 02/08/2000 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The management team at ING Bank of Canada was preparing to launch Canada's first discount bank. Initially, the bank planned to serve its customers using mail and telephone. Later, it planned to supplement the telephone banking service with an interactive voice response system and an Internet-based service. ING hoped to attract customers by offering significantly higher interest rates on its savings products than any of its competitors. There was some skepticism about the viability of the proposed business model. At the time of the case, the president and CEO of ING Bank was reviewing the proposed launch strategy. May be used with: (901A24) ING Bank of Canada (B): The First Two Years. Geographic Setting: Canada Industry Setting: Banking industry Company Size: small Subjects: Banking; Canada; Commercial banking; Financial institutions; Market entry; Marketing strategy Length: 23p Supplementary Materials: Teaching Note, (899A10), 10p, by Adrian B. Ryans 901A24 Title: ING Bank of Canada (B): The First Two Years Author(s): Ryans, Adrian B. Publication Date: 05/09/2002 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: In its first two years as a direct-response retail bank in Canada, ING Bank of Canada attracted more than 160,000 customers and assets of $1.6 million. Several other direct banks have entered the marketplace with similar services, and the management team needs to consider the company's next strategic move. The team must decide whether to recommend an alliance that would place ING automated banking machines in Canadian Tire stores nationwide. May be used with: (99A010) ING Bank of Canada (A): Launch of a Direct Bank. Geographic Setting: Canada Industry Setting: Banking industry Company Size: small Subjects: Banking; Canada; Commercial banking; Financial institutions; Market entry; Marketing strategy Length: 19p NEW 806006 Title: Icebreaker: The US Entry Decision Author(s): Heath, Dan; Lassiter, Joseph B., III Publication Date: 07/15/2005 Revision Date: 07/17/2006 Product Type: Case (Field) Abstract: Jeremy Moon, CEO of Icebreaker, merino wool, outdoor apparel manufacturer, believed the company could be a big hit in the United
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States, despite the presence of entrenched rivals. But Icebreaker clearly needed a new distribution approach. One option was to position Icebreaker as a brand selling fashionable sportswear. A second option was to mirror the strategy that had been effective in New Zealand--distributing through outdoor and snow sports retailers. A final option was to delay U.S. retail distribution and sell exclusively over the Internet, using direct-to-customer advertising. Geographic Setting: New Zealand Industry Setting: Apparel industry Number of Employees: 50 Gross Revenues: $21 million revenues Event Year Start: 2003 Event Year End: 2003 Subjects: NO SUBJECTS(KEYWORDS) Length: 16p Supplementary Materials: Teaching Note, (807038), 12p, by Joseph B. Lassiter III Year New: 2005 806005 Title: Idea Village (A) Author(s): Heath, Dan; Lassiter, Joseph B., III Publication Date: 07/06/2005 Revision Date: 04/13/2006 Product Type: Case (Field) Abstract: Andy Khubani, the CEO of Idea Village, a company that markets to consumers via direct-response TV ads, must decide whether to launch a campaign touting a hair removal product for women. Explains the direct-response industry and contrasts its methodology with traditional consumer goods marketing. Geographic Setting: New Jersey Number of Employees: 15 Gross Revenues: $25 million revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 16p Supplementary Materials: Supplement (Field), (806008), 4p, by Dan Heath, Joseph B. Lassiter III; Supplement (Field), (806009), 2p, by Dan Heath, Joseph B. Lassiter III Year New: 2005 806008 Title: Idea Village (B) Author(s): Heath, Dan; Lassiter, Joseph B., III Publication Date: 07/06/2005 Revision Date: 04/13/2006 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (806005) Idea Village (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 4p
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Year New: 2005 806009 Title: Idea Village (C) Author(s): Heath, Dan; Lassiter, Joseph B., III Publication Date: 07/06/2005 Revision Date: 04/13/2006 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (806005) Idea Village (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Supplementary Materials: Teaching Note, (807115), 9p, by Paul Marshall Year New: 2005 R0707H Title: If Brands Are Built over Years, Why Are They Managed over Quarters? Author(s): Lodish, Leonard M.; Mela, Carl F. Publication Date: 07/01/2007 Product Type: Harvard Business Review Article Abstract: Brands are on the wane. Many consumer goods companies blame the big-box discount retailers, but the Wharton School's Leonard Lodish and the Fuqua School's Carl Mela have a different explanation. Their research suggests that companies have damaged their brands by investing too much in short-term price promotions and too little in long-term brand building. To rescue their brands and increase profitability, corporate managers must arm themselves with long-term measures of brand performance and use them to make smarter marketing decisions. Several factors explain the shortsightedness of brand management: the increased availability of weekly, or even hourly, scanner data, which show a clear link between discounts and immediate boosts in sales; the relative difficulty of measuring the effects of advertising, new product development, and distribution--all of which can contribute to a brand's long-term health; the short tenure of most brand managers; and the near-term orientation of Wall Street analysts. Although discounts do increase sales in the short term, they ultimately lower profit margins. If a product is often discounted, consumers learn to buy it only when it's on sale. Moreover, when one firm increases its discounts, others usually follow suit, lowering everyone's margins. Executives can monitor a brand's long-term performance by watching a dashboard of measures. Only after examining such measures, for example, did managers at Clorox discover that the company's heavy discounting and decreased advertising had caused a steady decline in overall bleach sales and profit margins. In response, Clorox reduced discounting and increased television advertising, moves that ultimately strengthened the brand and reversed the firm's downward trends. Subjects: NO SUBJECTS(KEYWORDS) Length: 11p Year New: 2007 F0511J Title: If You Want to Lead, Blog Author(s): Schwartz, Jonathan Publication Date: 11/01/2005 Product Type: Harvard Business Review Article Abstract: Sun Microsystems President and COO Jonathan Schwartz explains how blogging has enhanced public perception of his company and fostered loyalty within. Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Year New: 2005 502052 Title: Imagicast Author(s): Gourville, John T.; Wagonfeld, Alison Berkley Publication Date: 04/25/2002 Revision Date: 07/09/2002 Product Type: Case (Field) Abstract: Imagicast has brought to market an interactive, multimedia retail kiosk designed to increase product sales. In spite of promising projections by industry analysts and detailed demand forecasts by Imagicast management, the company has yet to sell a single kiosk. Time and money are running out and the company has to decide what to do next. Geographic Setting: United States Industry Setting: Retail industry Number of Employees: 20 Gross Revenues: $10 million revenues Subjects: Forecasting; Retailing; Technology Length: 19p 504S04 Title: Imagicast, Spanish Version Author(s): Gourville, John T.; Wagonfeld, Alison Berkley Publication Date: 04/25/2002 Revision Date: 07/09/2002 Product Type: LACC Case Abstract: Imagicast has brought to market an interactive, multimedia retail "kiosk" designed to increase product sales. In spite of promising projections by industry analysts and detailed demand forecasts by Imagicast management, the company has yet to
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sell a single kiosk. Time and money are running out and the company has to decide what to do next. Teaching Purpose: Provides a real-world example of how demand forecasting can go astray. Students are asked to analyze critically what went wrong with Imagicast's forecasts and to project future demand. Geographic Setting: United States Industry Setting: Retail industry Number of Employees: 20 Gross Revenues: $10 million revenues Subjects: Forecasting; Retailing; Technology Length: 19p IES155 Title: Imaginarium Author(s): Berasategui, Laureano; Pares, Francisco; Renart, Lluis G. Publication Date: 10/08/2004 Revision Date: 03/13/2006 Product Type: Case (Field) Publisher: IESE Business School Abstract: In early March 2001, the president of Imaginarium was mulling over the decisions facing him regarding his company's commercial strategy. Imaginarium is a chain of 161 toy stores, of which 53 are its own and 108 are franchised. Of these, 112 are in Spain and 49 are spread across nine other countries. The issues are: the chain's internationalization and development program; the launch of a new Web page offering the possibility of online sales; and the related further development of Club Imaginarium. The company has almost 400,000 families registered as club members, but does not have anything like a loyalty card to allow it to determine, with any certainty, memberfamilies' annual expenditure on toys. The company is considering the pros and cons of launching a loyalty card and whether it should be an exclusive card or a multiclient one. Winner of the EFMD Case Writing Competition 2004 Award in the Marketing category. Geographic Setting: France; Italy; Portugal; Spain Industry Setting: Sporting goods & equipment industry; Toy industry Subjects: NO SUBJECTS(KEYWORDS) Length: 37p Supplementary Materials: Teaching Note, (IES156), 31p, by Lluis G. Renart Year New: 2006 598005 Title: Imedia Corp.: The Pricing Decision Author(s): Kosnik, Thomas J.; Kempel, Doron Publication Date: 08/11/1997 Revision Date: 09/25/1997
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Product Type: Case (Field) Abstract: Efi Arazi, the president of a start-up called Imedia, must determine an appropriate pricing strategy for an innovation that will change the basis of competition in the cable TV industry. Geographic Setting: San Francisco, CA Industry Setting: Cable television industry Company Size: start-up Number of Employees: 9 Subjects: Communications industry; Entrepreneurship; Marketing strategy; Pricing strategy Length: 29p U9702E Title: The Imperative to Reinvent Brands Author(s): Dru, Jean-Marie; Biolos, Jim Publication Date: 02/01/1997 Product Type: Harvard Management Update Article Abstract: Presents an interview with BDDP Group Chairman Jean-Marie Dru. Mr. Dru believes that although the number of brands on the market has increased 10 times in recent years, brands remain one of the company's most valuable assets. What has changed is how you manage a brand. Customers come to an individual brand because of what that brand knows, much more than its name or the specific product benefits. Brands should constantly change to keep in touch with their customers' needs, through a process Mr. Dru calls "disruption," where the conventions about a brand, whether held by customers, the company, or any other actors in the marketing mix, are identified and challenged by creating out-of-the-box ideas. The goal is to identify and demonstrate how a brand will enhance your customers' experience as it relates to your product or service. In using the World Wide Web in promotion, a successful brand must create a culture or community, and a knowledge base about a particular topic, related to one's product. The brand will become the channel that customers come to for this particular knowledge, experience, and need. Subjects: Brand equity; Brand management; Brands; Interviews; Marketing management; Product management Length: 2p List Price: $4.50 587118 Title: Imperial Distributors, Inc. (A) Author(s): Cespedes, Frank V. Publication Date: 02/03/1987 Revision Date: 07/15/1988 Product Type: Case (Field) Abstract: In 1986 the president of a small, privately held firm that distributes and sells health and beauty aids and general merchandise to retailers is reviewing the firm's marketing strategy and specific aspects of sales and service operations. Market changes, the entry of a new and formidable competitor, and the firm's first unprofitable year in some time motivate this review. The case focuses on analyzing the sales and service process, raising issues of organization deployment, compensation, training, and general motivation. As well as a decision-oriented case, the Imperial material is also a valuable background note on an important but often overlooked aspect of consumermarketing distribution channels. May be used with Imperial Distributors, Inc. (B). Geographic Setting: United States Gross Revenues: $50 million sales Subjects: Marketing management; Marketing organization; Marketing strategy; Sales management; Sales organization; Services Length: 28p Supplementary Materials: Teaching Note, (591090), 20p, by Frank V. Cespedes 588024 Title: Imperial Distributors, Inc. (B) Author(s): Cespedes, Frank V. Publication Date: 10/01/1987 Revision Date: 06/21/1989 Product Type: Case (Field) Abstract: The president of a regional service-merchandiser firm is reviewing a possible reorganization of the company's marketing and field sales/service function. Case provides a detailed recommendation for restructuring sales and service, as well as the president's initial response to the recommendations. Students must decide whether to adopt these recommendations and, if so, how to implement them. Suitable for use in marketing management, sales management, marketing organization, consumer marketing, or management of small business courses. Imperial Distributors, Inc. (A) provides background information. Geographic Setting: New England Company Size: mid-size Gross Revenues: $60 million sales Subjects: Marketing management; Marketing organization; Marketing strategy; Sales management; Sales organization; Services Length: 15p Supplementary Materials: Teaching Note, (591091), 14p, by Frank V. Cespedes 502043 Title: Implicit Predictors of Consumer Behavior Author(s): Zaltman, Gerald; Braun,
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Kathryn; Puccinelli, Nancy; Mast, Fred Publication Date: 10/19/2001 Revision Date: 03/14/2002 Product Type: Note Abstract: An important distinction is drawn in psychology between explicit and implicit knowledge. Explicit knowledge refers to consciously held beliefs about an individual or object that often draws on the remembering of experiences in the past. In contrast, implicit knowledge refers to the cognitive associations a consumer holds between two constructs that exist outside his or her conscious awareness. Although it is possible that explicit and implicit knowledge correspond, the exciting opportunity for marketers is that often there is a discrepancy; that is, what a consumer believes explicitly may have no bearing on his or her actual behavior. Subjects: Consumer behavior; Consumer marketing; Market research Length: 9p Year New: 2004 C0112C Title: Impromptu Speaking Author(s): Wiles, Cheryl Publication Date: 12/01/2001 Product Type: Harvard Management Communication Letter Article Abstract: A lot can go wrong when speaking spontaneously before an audience. What if you get off message? How will you remember everything you want to say? How will you deal with trick questions that are meant to embarrass you, or worse, lead you to make a mistake? Here's a little-known secret: The key to impromptu speaking is preparation. Impromptu speaking is about packaging information that you've already thought through. Here are some tips for being prepared to sound off, defend a stance, or make a pitch at a moment's notice. Subjects: Personal strategy & style Length: 2p List Price: $4.50 77211 Title: Improve Distribution with Your Promotional Mix Author(s): Shapiro, Benson P. Publication Date: 03/01/1977 Product Type: Harvard Business Review Article Abstract: Marketers of industrial and consumer goods can improve the management of their complex distribution channels by using various promotional techniques known as the "promotional mix". Marketers can use sales promotion to move merchandise through the distribution pipeline by carefully organizing the channels of distribution, selling through and not to
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distributors and dealers, and determining product objectives. This concept has a focused scope that is highly costeffective and applicable to a wide range of products and situations. Subjects: Distribution channels; Distribution planning; Marketing strategy; Sales promotions Length: 8p 78402 Title: Improved Payoffs from Transnational Advertising Author(s): Killough J Publication Date: 07/01/1978 Product Type: Harvard Business Review Article Abstract: A strong advertising concept developed in one country can be a critical factor in sales success in others. Advertising campaigns must avoid cultural, communicative, legislative, competitive, and executional problems, in order to be transnationally effective. The goal is to produce concrete expressions of product benefits to use in various executional settings. Industry Setting: Advertising industry Subjects: Advertising; International business; International marketing; Marketing strategy Length: 9p F0803B Title: In E-Commerce, More Is More Author(s): Eisingerich, Andreas B. ; Kretschmer, Tobias Publication Date: 03/01/2008 Product Type: Harvard Business Review Article Abstract: Most managers believe that filling their websites with a broad array of information diverts attention from their company's core offerings. A new global study, however, has revealed just the opposite: that such information increases customer engagement. The research also shows that exploiting consumers' desire for engagement is the strongest predictor of superior shareholder value for e-commerce companies. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2007 R0903C Title: In a Downturn, Provoke Your Customers Author(s): Lay, Philip; Moore, Geoffrey; Hewlin, Todd Publication Date: 03/01/2009 Product Type: Harvard Business Review Article Abstract: Even as discretionary budgets are drying up, some B2B vendors have found a way to reach their customers' resource owners and motivate them to buy. They do this by identifying a thorny issue in the customer's company or industry and developing an original, compelling point of view about it. They pitch this point of view to a carefully chosen line executive in one crucial meeting and then prove its worth with a short diagnostic study. This is the essence of what the authors, all managing directors at TCG Advisors, call provocation-based selling. Sybase, a data management and mobility company, was successful with this approach in the summer of 2008, as it tried to pry business out of financial services clients that were severely cutting their operating costs. Instead of probing for what those clients thought they might need, Sybase salespeople pointed out what they should be worried about: an industrywide failure to manage risk comprehensively. By revealing the scale of the threat and the opportunity, Sybase was able to sell its Risk Analytics Platform, a new tool for integrating risk management. Provocation-based selling doesn't align with the customer's outlook; it provides a new angle on the situation. It doesn't identify and respond to the customer's "pain points"; it outlines a problem the customer hasn't yet put a name to. Framing a provocation creates a readiness to listen, and a diagnostic study converts the dialogue into a contract. The provocation-based sales cycle is resource intensive but appreciably shorter than that for solution-based selling--and it leads to significant business opportunities. Subjects: NO SUBJECTS(KEYWORDS) Length: 11p 503096 Title: In-N-Out Burger Author(s): Moon, Youngme; Herman, Kerry; Cummings, Lucy; Thakarar, Sam; Sampat, Sonali Publication Date: 06/30/2003 Product Type: Case (Library) Abstract: In-N-Out Burger is a fast-food chain with 171 company-owned locations in three states--California, Nevada, and Arizona. It has an extremely hardcore customer base and the company appears to be in good financial health. The primary issue in this case concerns expansion: how quickly should the company expand and should that growth occur regionally or nationally? A secondary issue involves the question of brand stewardship, namely, who is in the best position to steward the brand as it continues to grow over the next decade? Geographic Setting: California
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Industry Setting: Fast food industry Number of Employees: 3,584 Gross Revenues: $77.7 million revenues Event Year Start: 2003 Event Year End: 2003 Subjects: Brands; Consumer behavior; Distribution; Expansion; Fast food industry; Loyalty Length: 15p NEW 82506 Title: Incline of Quality Author(s): Leonard, Frank S.; Sasser, W. Earl, Jr. Publication Date: 09/01/1982 Product Type: Harvard Business Review Article Abstract: Interviews in more than 30 U.S. corporations and the results of a questionnaire sent to executives at many Fortune "500" companies show that quality improves only if it becomes a company's central concern. The design and production of high-quality goods and services is a company-wide managerial problem. Companies that improve quality work through product design, process design, manufacturing and operations, and sales and service. These companies link the constant supplies of their vendors and the input of customers with their improvement process. Subjects: Product design; Product management; Quality control; Total quality Length: 9p 7857BC Title: Inclusion: The More the Merrier-Why It's Important in Marketing and Politics Author(s): Quelch, John A.; Jocz, Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: For a very long time, there have been those who have been excluded from full political participation-universal suffrage has been a fairly recent development in human history. In contrast, and in spite of personal prejudices, marketing has been highly inclusive. Today, the challenge for marketers is to become more inclusive world-wide. The global economy has become increasingly interconnected, and developing countries are attractive to companies in many ways. Participating in developing markets raises sensitive ethical issues, but there are examples of viable new marketing systems that have markedly improved human welfare. Subjects: NO SUBJECTS(KEYWORDS) Length: 28p
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List Price: $6.95 557002 Title: Indian Head Mills, Inc. Author(s): Brown, Milton P.; Combs, E.E. Publication Date: 03/01/1957 Product Type: Case (Field) Abstract: Advertising program for Indian head cloth. Industry Setting: Cotton Event Year Start: 1956 Event Year End: 1956 Subjects: Advertising campaigns; Marketing strategy; Textiles Length: 25p M249N Title: Individual Selling Techniques: A Quick Rundown Author(s): Davis, Robert T.; Bestor, Jennifer; Urban, Roger Publication Date: 01/01/1987 Product Type: Note Publisher: Stanford University Abstract: Describes a number of useful techniques and skills, and lists several tools available to the salesforce to make a product more attractive. Subjects: Personal selling; Sales strategy Length: 6p 502S20 Title: Industrial Buyer Behavior, Spanish Version Author(s): Corey, E. Raymond Publication Date: 08/08/2002 Product Type: LACC Note Abstract: May be used as background material for courses in industrial marketing and industrial procurement. Surveys the economic, behavioral, and organizational influences that shape buying decision-making in corporations and other institutions. Also describes the kinds of strategies purchasing groups formulate for dealing with their suppliers and supply environments. Subjects: Industrial markets; Purchasing; Suppliers Length: 31p Year New: 2006 582117 Title: Industrial Buyer Behavior Author(s): Corey, E. Raymond Publication Date: 03/16/1982 Revision Date: 04/04/1989 Product Type: Note Abstract: May be used as background material for courses in industrial marketing and industrial procurement. Surveys the economic, behavioral, and organizational influences that shape buying decision-making in corporations and other institutions. Also describes the kinds of strategies purchasing groups formulate for dealing with their suppliers and supply environments. Subjects: Industrial markets; Purchasing; Suppliers Length: 19p 589101 Title: Industrial Distribution Systems Author(s): Corey, E. Raymond Publication Date: 03/31/1989 Product Type: Note Abstract: A comprehensive description of industrial distribution systems. Written from the perspective of industrial products manufacturers, concerned about building and managing channels systems for taking products from point of manufacture to point of use. Covers: 1) channels design options, 2) factors influencing design choices, 3) producerreseller relationships, 4) distribution costs, 5) intrachannel and interchannel conflict, and 6) coping with change. Subjects: Distribution channels; Industrial goods Length: 22p 83210 Title: Industrial Distributors - When, Who, and How? Author(s): Hlavacek, James D.; McCuistion, Tommy J. Publication Date: 03/01/1983 Product Type: Harvard Business Review Article Abstract: Companies increasingly rely on industrial distributors to sell their products. Products suitable for distributors usually: 1) have a large potential customer base, 2) are stockable, 3) are sold in small quantities, 4) are bought by people who are at low levels in their organizations, and 5) require rapid delivery and service. Companies should select distributors that serve the market segment, not just the geographic area, and are suited to where the product is in its life cycle. Subjects: Distribution channels; Marketing strategy; Product management; Sales management Length: 5p 592010 Title: Industrial Market Research: Beta Test Site Management Author(s): Dolan, Robert J. Publication Date: 08/23/1991 Product Type: Note Abstract: Describes the role of BETA tests in the new product development process and presents guidelines for effective test program development. Subjects: Industrial markets; Market research; Product introduction
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580002 Title: Industrial Market Segmentation Author(s): Corey, E. Raymond Publication Date: 09/01/1979 Product Type: Note Abstract: Concerns the first step in product/market selection, segmenting industrial markets, and the key considerations that are relevant in making choices. Subjects: Industrial markets; Market segmentation Length: 7p 582119 Title: Industrial Market Selection and Product Planning Author(s): Corey, E. Raymond Publication Date: 03/15/1982 Revision Date: 04/07/1989 Product Type: Note Abstract: Intended as a background note for courses in marketing strategy, especially for industrial marketing courses. Develops a conceptual scheme for approaching problems in market selection and product planning. Features two case situations to illustrate ways of thinking about issues of industrial product/market positioning. Subjects: Industrial markets; Market segmentation; Market selection; Marketing strategy; Product planning & policy; Product positioning Length: 30p 589102 Title: Industrial Marketing Strategy--An Overview Author(s): Corey, E. Raymond Publication Date: 03/31/1989 Revision Date: 10/08/1996 Product Type: Note Abstract: Provides an integrated discussion of the basic elements of industrial marketing strategy and develops a strategic marketing planning model. May be used as either an introductory or a summary reading for an industrial marketing course or course segment. Subjects: Distribution; Market selection; Pricing; Product planning & policy; Strategic planning Length: 12p 76611 Title: Industrial Marketing with a Flair Author(s): Van Leer, R. Karl Publication Date: 11/01/1976 Product Type: Harvard Business Review Article Abstract: A case history illustrates how a supplier cut into the sales of his competitors' identical products by
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devising a new promotional strategy. Advertising expenditures should be directed toward helping the customer to sell his end products. Successful implementation requires: selection of the right product, product manager, and customer; careful marketing research; and an adequate budget based on new account and volume goals. By spending time and money to help customers sell finished products, managers effectively market even the most prosaic industrial commodities. Subjects: Bids; Industrial markets; Marketing strategy; Purchasing; Sales promotions Length: 6p 78609 Title: Industrial Pricing to Meet Consumer Needs Author(s): Shapiro, Benson P.; Jackson, Barbara B. Publication Date: 11/01/1978 Product Type: Harvard Business Review Article Abstract: Industrial marketers should set prices according to their customers' perceptions of product benefits and costs. Because price defines a product market, price should be seen as one of the product's several critical performance attributes. Industrial marketers must manage product planning and pricing simultaneously, taking maximum advantage of the company's cost structure and building on the company's competitive competence. Subjects: Industrial markets; Pricing; Product management; Product planning & policy Length: 9p 85212 Title: Industrial Selling: Beyond Price and Persistence Author(s): Reichard, Clifton J. Publication Date: 03/01/1985 Product Type: Harvard Business Review Article Abstract: Buyers need to be sold first on the selling company and on the salesperson before a sale can be made, says this industrial sales executive. He introduces a planned sales approach that can cover a period of years and he details creative selling techniques that have succeeded for his group. The author believes companies should be customer-driven and all areas should get behind the sales effort. Subjects: Industrial markets; Packaging; Sales management Length: 6p 598035 Title: Industry.Net (B1) Author(s): Narayandas, Das; Steinman, Christine Publication Date: 08/26/1997 Product Type: Supplement (Library) Abstract: Supplements the (A) case. Must be used with: (598034) Industry.Net (A). Industry Setting: Computer services industries Subjects: Industrial markets; Marketing strategy Length: 1p Supplementary Materials: Teaching Note, (598118), 16p, by Das Narayandas 598036 Title: Industry.Net (B2) Author(s): Narayandas, Das; Steinman, Christine Publication Date: 08/26/1997 Product Type: Supplement (Library) Abstract: Supplements the (A) case. Must be used with: (598034) Industry.Net (A). Industry Setting: Computer services industries Subjects: Industrial markets; Marketing strategy Length: 1p Supplementary Materials: Teaching Note, (598118), 16p, by Das Narayandas 598037 Title: Industry.Net (C) Author(s): Narayandas, Das; Steinman, Christine Publication Date: 08/26/1997 Product Type: Supplement (Library) Abstract: Supplements the (A) case. Must be used with: (598034) Industry.Net (A). Industry Setting: Computer services industries Subjects: Industrial markets; Marketing strategy Length: 1p Supplementary Materials: Teaching Note, (598118), 16p, by Das Narayandas 598038 Title: Industry.Net (D) Author(s): Narayandas, Das; Steinman, Christine Publication Date: 08/26/1997 Product Type: Supplement (Library) Abstract: Supplements the (A) case. Must be used with: (598034) Industry.Net (A). Industry Setting: Computer services industries Subjects: Industrial markets; Marketing strategy Length: 1p Supplementary Materials: Teaching Note, (598118), 16p, by Das
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2492 Title: The Infinite Asset: Managing Brands to Build New Value (Hardcover) Author(s): Hill, Sam; Lederer, Chris Publication Date: 08/29/2001 Product Type: HBS Press Book Abstract: As never before, marketers and CEOs urgently need tools to manage vast groups of brands--not as individual elements or collections under one corporate roof--but as complex systems that transcend corporate boundaries. The Infinite Asset is the first book to provide such a model and a proven toolkit to effect it. The authors, Hill and Lederer, use in-depth case studies--3M, Cadillac, PING, and Miller Beer--to illustrate how brands add both economic and strategic value to companies, especially during economic downturns when one brand's setback can devalue another otherwise hardy brand within the same system. They discuss in detail how a robust brand system enables a company to create, grow, and replenish its brands regularly, for products and services in both consumer and business-to-business markets, and to hedge against everpresent market risks. The book effectively provides top executives with the first ever strategic approach to resolving tough questions on whether to umbrella brand, the right number of brands, strategic alliance strategy and the role of the brand manager in the 21st century. Early reviewers have called it "important" and "groundbreaking." Industry Setting: Asset management Subjects: Asset management; Brand management; Brands; Market positioning; Marketing strategy; Strategic market planning Length: 256p List Price: $27.50 576257 Title: Information Bank Author(s): Star, Stephen H.; Davis, N.J. Publication Date: 06/21/1976 Revision Date: 02/23/1979 Product Type: Case (Field) Abstract: The Information Bank is a computerized system for the storage and retrieval of general information drawn from 60 publications. It is a subsidiary of the New York Times Company. Development of the bank began in 1966, but not until December 1974 did a major marketing effort get underway when the bank hired a new marketing vice president. He changed the sales compensation system, sales territories, and methods of procuring hardware, but the major issue raised in the case is how he should price the system.
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Geographic Setting: United States Industry Setting: Information systems Company Size: small Gross Revenues: $250,000 1974 revenues Subjects: Information systems; Marketing strategy; Personal selling; Pricing; Product introduction; Sales compensation Length: 22p 583053 Title: Information Resources, Inc. (A) Author(s): Clarke, Darrel G. Publication Date: 11/01/1982 Revision Date: 11/07/1984 Product Type: Case (Field) Abstract: Information Resources, Inc. (IRI) is a small but rapidly growing marketing research firm. IRI's major product, BehaviorScan, provides the most completely controllable and measurable marketing program testing facility in the world. It includes UPC electronic scanning at all cash registers in four towns, individually targetable households for TV advertising; and longitudinal data on households. The case concerns new product development and marketing program planning for the company. May be used with: (584044) Information Resources, Inc. (B). Geographic Setting: Midwestern United States Company Size: small Gross Revenues: $14 million sales Subjects: Market analysis; Market research; Polls & surveys; Product development; Product introduction; Product lines Length: 22p 584044 Title: Information Resources, Inc. (B) Author(s): Clarke, Darrel G. Publication Date: 10/25/1983 Revision Date: 07/30/1984 Product Type: Case (Field) Abstract: The company's plans are revealed. A stock offering has produced $20 million to be used for development. May be used with: (583053) Information Resources, Inc. (A). Geographic Setting: Chicago, IL Company Size: small Gross Revenues: $12 million sales Subjects: Information systems; Market research; Polls & surveys; Product introduction; Product lines; Test markets Length: 22p 7855BC Title: Information: Knowledge Is Power--Leveraging Information in the Consumer and Political Marketplaces Author(s): Quelch, John A.; Jocz, Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: The free flow of information is essential to well-functioning democracies and consumer marketplaces since both politicians and marketers need to make their cases through information and rhetoric rather than coercion. It is not always simple-there are privacy issues, government regulations, and lack of access for many people. However, many see the democratization of information as offering possibilities for new forms of citizen engagement and empowerment that will give the people a greater voice in government and markets. Subjects: NO SUBJECTS(KEYWORDS) Length: 30p List Price: $6.95 905A01 Title: Infosys: The Challenge of Global Branding Author(s): Saperstein, Jeff; Murty, Padmini; Desai, Viren Publication Date: 07/18/2005 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Information technologies outsourcing is one of the emergent fastgrowth industries in the global high-tech economy. India is the leading country for IT outsourcing and Infosys is the largest Indian company in this sector. The branding challenge for Infosys is to leverage its reputation for predictable excellent results for IT outsourcing. Management identified overall company top-line revenue growth as a way to achieve 30%-40% annual increases, but allocated only a negligible budget for marketing communications. The key to the global brand strategy would not be through brand image advertising, but through communications of product strategy developments to large global IT outsourcing companies. The goal for Infosys is to be on the shortlist of providers for the large, most sophisticated for IT services assignments. Geographic Setting: India Industry Setting: Business services Event Year Start: 2004 Event Year End: 2004 Subjects: NO SUBJECTS(KEYWORDS) Length: 28p Supplementary Materials: Teaching Note, (805A01), 8p, by Jeff Saperstein Year New: 2006 589121 Title: Ingersoll-Rand (A): Managing Multiple Channels--1985
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Author(s): Rangan, V. Kasturi; Corey, E. Raymond Publication Date: 06/01/1989 Revision Date: 01/17/1992 Product Type: Case (Field) Abstract: James Clabough, marketing vice president at Ingersoll-Rand, has to decide on the distribution policy for a new product. The decision has marketing as well as organizational ramifications. Geographic Setting: United States Industry Setting: Compressor Company Size: Fortune 500 Gross Revenues: $200 million sales Subjects: Distribution channels; Marketing management; Organization; Product introduction; Sales management Length: 15p Supplementary Materials: Supplement (Field), (589122), 3p, by V. Kasturi Rangan; Supplement (Field), (589123), 4p, by V. Kasturi Rangan; Teaching Note, (589009), 16p, by V. Kasturi Rangan 589122 Title: Ingersoll-Rand (B): Managing Multiple Channels--1986 Author(s): Rangan, V. Kasturi Publication Date: 06/01/1989 Revision Date: 11/19/1991 Product Type: Supplement (Field) Abstract: Peter Baldwin takes over Clabough's job and is charged with the responsibility to improve sales force morale, control expenses, and improve market share. Must be used with: (589121) Ingersoll-Rand (A): Managing Multiple Channels--1985. Subjects: Distribution channels; Marketing management; Organization; Product introduction; Sales management Length: 3p Supplementary Materials: Teaching Note, (589009), 16p, by V. Kasturi Rangan 589123 Title: Ingersoll-Rand (C): Managing Multiple Channels--1987 Author(s): Rangan, V. Kasturi Publication Date: 06/01/1989 Revision Date: 11/05/1991 Product Type: Supplement (Field) Abstract: Describes the actions taken by Peter Baldwin to address the issues. Must be used with: (589121) IngersollRand (A): Managing Multiple Channels-1985. Subjects: Distribution channels; Marketing management; Organization; Product introduction; Sales management Length: 4p Supplementary Materials: Teaching Note, (589009), 16p, by V. Kasturi Rangan
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587045 Title: Ingersoll-Rand: Channel Selection and Management Author(s): Corey, E. Raymond; Rangan, V. Kasturi Publication Date: 08/06/1986 Revision Date: 05/31/1989 Product Type: Case (Field) Abstract: Ingersoll-Rand (I-R), the leading firm in the stationary air compressor industry with a market share of 30%, marketed three types of compressors sold by the company sales force to original equipment manufacturers and user-customers and also through a network of independent distribution and captive I-R branches (air centers). In addition, small compressors were sold through manufacturers' reps to retail chains and catalogue houses. With its broad product line and multiplicity of channels, the management of I-R's Stationary Air Compressor Division had been confronted periodically since 1960 with issues regarding what air compressor types and sizes should be marketed through which channels. Against this background, in 1985, the company developed a new model air compressor. A decision had to be made as to whether this model should be marketed through the I-R sales force or through the distributor network. Subjects: Distribution channels; Marketing management; Sales management Length: 19p 587134 Title: Inland Steel Co. Product Policy (A): Changing Markets and Technology Author(s): Shapiro, Benson P.; Levine, Lawrence B. Publication Date: 03/20/1987 Revision Date: 05/02/1988 Product Type: Case (Field) Abstract: Provides background about the production of steel; changes in markets, technology, and competition; and the history of Inland Steel. To be used with the (B) case. Geographic Setting: United States Industry Setting: Steel industry Company Size: Fortune 500 Gross Revenues: $3.2 billion sales Subjects: Industrial markets; Interdepartmental relations; Manufacturing policy; Product lines; Steel; Technological change Length: 28p Supplementary Materials: Supplement (Field), (587136), 4p, by Benson P. Shapiro, Lawrence B. Levine, Stephen X. Doyle; Supplement (Field), (590019), 2p, by Benson P. Shapiro; Supplement (Field), (592044), 2p, by Benson P. Shapiro; Case Video, (887538), 30 min, by Benson P. Shapiro, Lawrence B. Levine; Case Video, (887539), 27 min, by Benson P. Shapiro, Lawrence B. Levine 587135 Title: Inland Steel Co. Product Policy (B): Inland's Approach Author(s): Shapiro, Benson P.; Levine, Lawrence B. Publication Date: 03/30/1987 Revision Date: 05/26/1988 Product Type: Case (Field) Abstract: Explains Inland's approaches to marketing, sales, inside sales support, sales forecasting, production scheduling, technical service, etc. It raises important issues of interfunctional coordination. To be used with Inland Steel Co. Product Policy (A) and (C)-(R). Geographic Setting: United States Industry Setting: Steel industry Company Size: Fortune 500 Gross Revenues: $3.2 billion sales Subjects: Industrial markets; Interdepartmental relations; Manufacturing policy; Product lines; Steel Length: 36p Supplementary Materials: Supplement (Field), (590019), 2p, by Benson P. Shapiro; Supplement (Field), (592044), 2p, by Benson P. Shapiro; Case Video, (887538), 30 min, by Benson P. Shapiro, Lawrence B. Levine; Case Video, (887539), 27 min, by Benson P. Shapiro, Lawrence B. Levine 587136 Title: Inland Steel Co. Product Policy (C): The Zincrometal Event Author(s): Shapiro, Benson P.; Levine, Lawrence B.; Doyle, Stephen X. Publication Date: 04/09/1987 Product Type: Supplement (Field) Abstract: Concerns a delivery problem complicated by the use of an outside processor for the final production step. Raises important issues of customer relations and interfunctional coordination. One of six short tactical cases on interfunctional coordination in this series. To be used with Inland Steel Co. Product Policy (A) and (B). Must be used with: (587134) Inland Steel Co. Product Policy (A): Changing Markets and Technology. Industry Setting: Steel industry Subjects: Customer relations; Industrial markets; Interdepartmental relations; Product lines; Production scheduling; Steel Length: 4p Supplementary Materials: Supplement (Field), (590019), 2p, by Benson P. Shapiro; Supplement (Field), (592044), 2p, by Benson P. Shapiro; Case Video, (887541), 30 min, by Benson P. Shapiro, Lawrence B. Levine, Stephen X. Doyle;
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Case Video, (887542), 24 min, by Benson P. Shapiro, Lawrence B. Levine 587137 Title: Inland Steel Co. Product Policy (D): The Varrick Claim Author(s): Shapiro, Benson P.; Levine, Lawrence B.; Doyle, Stephen X. Publication Date: 04/08/1987 Revision Date: 05/02/1988 Product Type: Supplement (Field) Abstract: Deals with a customer claim for "defective" steel. Shows relationships among various Inland functions concerning customer relationships and claims. One of six short tactical cases on interfunctional coordination in this series. To be used with Inland Steel Co. Product Policy (A) and (B). Industry Setting: Steel industry Subjects: Customer relations; Industrial markets; Interdepartmental relations; Product lines; Quality control; Steel Length: 3p Supplementary Materials: Supplement (Field), (590019), 2p, by Benson P. Shapiro; Supplement (Field), (592044), 2p, by Benson P. Shapiro; Case Video, (887542), 24 min, by Benson P. Shapiro, Lawrence B. Levine; Case Video, (887541), 30 min, by Benson P. Shapiro, Lawrence B. Levine, Stephen X. Doyle 587138 Title: Inland Steel Co. Product Policy (E): Galvanize Rejects at Indiana Motors Author(s): Shapiro, Benson P.; Levine, Lawrence B. Publication Date: 04/08/1987 Revision Date: 05/02/1988 Product Type: Supplement (Field) Abstract: Relates to important issues of product quality and customer relations. One of six short tactical cases on interfunctional coordination in this series. To be used with Inland Steel Co. Product Policy (A) and (B). Industry Setting: Steel industry Subjects: Customer relations; Industrial markets; Interdepartmental relations; Product lines; Quality control; Steel Length: 4p Supplementary Materials: Supplement (Field), (590019), 2p, by Benson P. Shapiro; Supplement (Field), (592044), 2p, by Benson P. Shapiro; Case Video, (887541), 30 min, by Benson P. Shapiro, Lawrence B. Levine, Stephen X. Doyle; Case Video, (887542), 24 min, by Benson P. Shapiro, Lawrence B. Levine 587139 Title: Inland Steel Co. Product Policy (F): Quality Scheduling Author(s): Shapiro, Benson P.; Levine, Lawrence B. Publication Date: 03/31/1986
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Revision Date: 03/20/1991 Product Type: Supplement (Field) Abstract: Deals with a major new approach to production scheduling at Inland. Batches of orders needing similar processing were to be gathered together and processed together to improve quality. This would decrease setup efforts and process condition changes but would also change customer relations and ordering patterns as well as inventory policy. One of six short tactical cases on interfunctional coordination in this series. To be used with Inland Steel Co. Product Policy (A) and (B). Industry Setting: Steel industry Subjects: Interdepartmental relations; Manufacturing policy; Product lines; Production controls; Quality control; Steel Length: 10p Supplementary Materials: Supplement (Field), (590019), 2p, by Benson P. Shapiro; Supplement (Field), (592044), 2p, by Benson P. Shapiro; Case Video, (887541), 30 min, by Benson P. Shapiro, Lawrence B. Levine, Stephen X. Doyle; Case Video, (887542), 24 min, by Benson P. Shapiro, Lawrence B. Levine 587140 Title: Inland Steel Co. Product Policy (G): Small Melts Author(s): Shapiro, Benson P.; Levine, Lawrence B. Publication Date: 04/09/1987 Revision Date: 05/02/1988 Product Type: Supplement (Field) Abstract: Concerns a product which has been ordered in a batch size which is below normal manufacturing scale. The issues involve customer relationships and cooperation between the customer service and production scheduling operations. One of six short tactical cases on interfunctional coordination in this series. To be used with Inland Steel Co. Product Policy (A) and (B). Industry Setting: Steel industry Subjects: Customer relations; Customer service; Industrial markets; Interdepartmental relations; Product lines; Production scheduling; Steel Length: 8p Supplementary Materials: Supplement (Field), (590019), 2p, by Benson P. Shapiro; Supplement (Field), (592044), 2p, by Benson P. Shapiro; Case Video, (887542), 24 min, by Benson P. Shapiro, Lawrence B. Levine; Case Video, (887541), 30 min, by Benson P. Shapiro, Lawrence B. Levine, Stephen X. Doyle 587141 Title: Inland Steel Co. Product Policy (H): Fred Lerner--Inventory Planning and Control Author(s): Shapiro, Benson P.; Levine, Lawrence B.; Doyle, Stephen X. Publication Date: 04/09/1987 Revision Date: 05/18/1987 Product Type: Supplement (Field) Abstract: Concerns inventory planning and control, focusing on the need to coordinate customer delivery requirements and manufacturing performance. Shows the complex, intimate relationships between the customer service function and the production scheduling operation in a business with many conflicting customer demands and a complex, inflexible manufacturing process. One of six short tactical cases on interfunctional coordination in this series. To be used with Inland Steel Co. Product Policy (A) and (B). Industry Setting: Steel industry Subjects: Customer service; Industrial markets; Interdepartmental relations; Inventory management; Organizational problems; Product lines; Steel Length: 5p Supplementary Materials: Supplement (Field), (590019), 2p, by Benson P. Shapiro; Supplement (Field), (592044), 2p, by Benson P. Shapiro; Case Video, (887541), 30 min, by Benson P. Shapiro, Lawrence B. Levine, Stephen X. Doyle; Case Video, (887542), 24 min, by Benson P. Shapiro, Lawrence B. Levine; Case Video, (887544), 10 min, by Benson P. Shapiro, Lawrence B. Levine, Stephen X. Doyle 587142 Title: Inland Steel Co. Product Policy (I): The Strategic Planning Process and the Capital Budget--Fall 1986 Author(s): Shapiro, Benson P.; Levine, Lawrence B. Publication Date: 03/31/1987 Revision Date: 03/08/1989 Product Type: Case (Field) Abstract: Describes a new planning/capital budgeting approach at Inland which attempted to bring a greater market orientation to the company and its capital budgeting process. To be used with Inland Steel (A) and (B). Geographic Setting: United States Industry Setting: Steel industry Company Size: Fortune 500 Gross Revenues: $3.2 billion sales Subjects: Capital budgeting; Interdepartmental relations; Planning; Product lines; Steel; Strategic planning Length: 22p Supplementary Materials: Supplement (Field), (587143), 1p, by Benson P. Shapiro, Lawrence B. Levine; Supplement (Field), (590019), 2p, by Benson P. Shapiro; Supplement (Field), (592044), 2p, by Benson P. Shapiro;
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Case Video, (887543), 30 min, by Benson P. Shapiro, Lawrence B. Levine 587143 Title: Inland Steel Co. Product Policy (J): Walking Beam Furnaces Author(s): Shapiro, Benson P.; Levine, Lawrence B. Publication Date: 04/09/1987 Product Type: Supplement (Field) Abstract: One of seven caselets describing individual capital projects at Inland Steel. The Inland (I) case introduces the caselets, and Inland (A) and (B) describe the background to the company and situation. Should also be used with the Inland (K-P) cases. Must be used with: (587142) Inland Steel Co. Product Policy (I): The Strategic Planning Process and the Capital Budget--Fall 1986. Industry Setting: Steel industry Subjects: Capital budgeting; Facilities; Interdepartmental relations; Product lines; Steel; Technological change Length: 1p Supplementary Materials: Supplement (Field), (590019), 2p, by Benson P. Shapiro; Supplement (Field), (592044), 2p, by Benson P. Shapiro 587144 Title: Inland Steel Co. Product Policy (K): Vacuum Degassing Author(s): Shapiro, Benson P.; Levine, Lawrence B. Publication Date: 04/09/1987 Revision Date: 05/02/1988 Product Type: Supplement (Field) Abstract: One of seven caselets describing individual capital projects at Inland Steel. The Inland (I) case introduces the caselets, and Inland (A) and (B) describe the background to the company and situation. Should also be used with the Inland (J) and (L-P) cases. Industry Setting: Steel industry Subjects: Capital budgeting; Facilities; Interdepartmental relations; Product lines; Steel; Technological change Length: 2p Supplementary Materials: Supplement (Field), (590019), 2p, by Benson P. Shapiro; Supplement (Field), (592044), 2p, by Benson P. Shapiro 587145 Title: Inland Steel Co. Product Policy (L): Closed Loop Shape Control Author(s): Shapiro, Benson P.; Levine, Lawrence B. Publication Date: 04/09/1987 Product Type: Supplement (Field) Abstract: One of seven caselets describing individual capital projects at Inland Steel. The Inland (I) case introduces the caselets, and Inland (A) and (B) describe the background to the
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company and situation. Should also be used with the Inland (J), (K), and (M-P) cases. Industry Setting: Steel industry Subjects: Capital budgeting; Facilities; Interdepartmental relations; Product lines; Steel; Technological change Length: 1p Supplementary Materials: Supplement (Field), (590019), 2p, by Benson P. Shapiro; Supplement (Field), (592044), 2p, by Benson P. Shapiro 587146 Title: Inland Steel Co. Product Policy (M): Humidity-Controlled Inventory Storage in No. 3 Cold Mill Author(s): Shapiro, Benson P.; Levine, Lawrence B. Publication Date: 04/09/1987 Revision Date: 05/29/1987 Product Type: Supplement (Field) Abstract: One of seven caselets describing individual capital projects at Inland Steel. The Inland (I) case introduces the caselets, and Inland (A) and (B) describe the background to the company and situation. Should also be used with the Inland (J-L) and (N-P) cases. Industry Setting: Steel industry Subjects: Capital budgeting; Facilities; Interdepartmental relations; Product lines; Steel; Technological change Length: 1p Supplementary Materials: Supplement (Field), (590019), 2p, by Benson P. Shapiro; Supplement (Field), (592044), 2p, by Benson P. Shapiro 587147 Title: Inland Steel Co. Product Policy (N): 80-Inch Hot Rolling Mill Upgrade Package Author(s): Shapiro, Benson P.; Levine, Lawrence B. Publication Date: 04/10/1987 Revision Date: 05/27/1987 Product Type: Supplement (Field) Abstract: One of seven caselets describing individual capital projects at Inland Steel. The Inland (I) case introduces the caselets and Inland (A) and (B) describe the background to the company and situation. Should also be used with the Inland (J-M), (O), and (P) cases. Industry Setting: Steel industry Subjects: Capital budgeting; Facilities; Interdepartmental relations; Product lines; Steel; Technological change Length: 1p Supplementary Materials: Supplement (Field), (590019), 2p, by Benson P. Shapiro; Supplement (Field), (592044), 2p, by Benson P. Shapiro 587148 Title: Inland Steel Co. Product Policy (O): Upgrades of the No. 3 and No. 5 Galvanize Lines Author(s): Shapiro, Benson P.; Levine, Lawrence B. Publication Date: 04/09/1987 Revision Date: 05/29/1987 Product Type: Supplement (Field) Abstract: One of seven caselets describing individual capital projects at Inland Steel. The Inland (I) case introduces the caselets, and Inland (A) and (B) describe the background to the company and situation. Should also be used with the Inland (J-N) and (P) cases. Industry Setting: Steel industry Subjects: Capital budgeting; Facilities; Interdepartmental relations; Product lines; Steel; Technological change Length: 1p Supplementary Materials: Supplement (Field), (590019), 2p, by Benson P. Shapiro; Supplement (Field), (592044), 2p, by Benson P. Shapiro 587149 Title: Inland Steel Co. Product Policy (P): Embossed Temper Mill Author(s): Shapiro, Benson P.; Levine, Lawrence B. Publication Date: 04/09/1987 Revision Date: 05/29/1987 Product Type: Supplement (Field) Abstract: One of seven caselets describing individual capital projects at Inland Steel. The Inland (I) case introduces the caselets, and Inland (A) and (B) describe the background to the company and situation. Should also be used with the Inland (J-O) cases. Industry Setting: Steel industry Subjects: Capital budgeting; Facilities; Interdepartmental relations; Product lines; Steel; Technological change Length: 2p Supplementary Materials: Supplement (Field), (590019), 2p, by Benson P. Shapiro; Supplement (Field), (592044), 2p, by Benson P. Shapiro 587150 Title: Inland Steel Co. Product Policy (Q): Pruning the Capital Budget Author(s): Shapiro, Benson P.; Levine, Lawrence B. Publication Date: 03/31/1987 Product Type: Supplement (Field) Abstract: Asks students to prune an already tight capital budget discussed in the Inland Steel Co. (I) case. Should be distributed in class after the (J-P) cases. Industry Setting: Steel industry Subjects: Industrial markets; Interdepartmental relations; Manufacturing policy; Product lines; Steel; Technological change Length: 1p
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Supplementary Materials: Supplement (Field), (590019), 2p, by Benson P. Shapiro; Supplement (Field), (592044), 2p, by Benson P. Shapiro 587151 Title: Inland Steel Co. Product Policy (R): Darnall's Thoughts Author(s): Shapiro, Benson P.; Levine, Lawrence B. Publication Date: 03/31/1987 Revision Date: 05/29/1987 Product Type: Supplement (Field) Abstract: Raises broad issues of interfunctional team building. Must be used with Inland Steel Co. Product Policy (A-Q). Industry Setting: Steel industry Subjects: Industrial markets; Interdepartmental relations; Manufacturing policy; Product lines; Steel; Technological change Length: 2p Supplementary Materials: Supplement (Field), (590019), 2p, by Benson P. Shapiro; Supplement (Field), (592044), 2p, by Benson P. Shapiro 590019 Title: Inland Steel Co. Product Policy (S): Organization of Inland Steel Co.-1989 Author(s): Shapiro, Benson P. Publication Date: 07/26/1989 Product Type: Supplement (Field) Abstract: Provides an organizational chart that shows the reorganization of Inland Steel from a purely functional organization to a combination of product and functional organization. Must be used with: (587149) Inland Steel Co. Product Policy (P): Embossed Temper Mill; (587150) Inland Steel Co. Product Policy (Q): Pruning the Capital Budget; (587151) Inland Steel Co. Product Policy (R): Darnall's Thoughts; (587142) Inland Steel Co. Product Policy (I): The Strategic Planning Process and the Capital Budget--Fall 1986; (587143) Inland Steel Co. Product Policy (J): Walking Beam Furnaces; (587141) Inland Steel Co. Product Policy (H): Fred Lerner--Inventory Planning and Control; (587144) Inland Steel Co. Product Policy (K): Vacuum Degassing; (587145) Inland Steel Co. Product Policy (L): Closed Loop Shape Control; (587146) Inland Steel Co. Product Policy (M): Humidity-Controlled Inventory Storage in No. 3 Cold Mill; (587147) Inland Steel Co. Product Policy (N): 80Inch Hot Rolling Mill Upgrade Package; (587148) Inland Steel Co. Product Policy (O): Upgrades of the No. 3 and No. 5 Galvanize Lines; (587138) Inland Steel Co. Product Policy (E): Galvanize Rejects at Indiana Motors; (587139) Inland Steel Co. Product Policy (F):
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Quality Scheduling; (587140) Inland Steel Co. Product Policy (G): Small Melts; (587135) Inland Steel Co. Product Policy (B): Inland's Approach; (587134) Inland Steel Co. Product Policy (A): Changing Markets and Technology; (587136) Inland Steel Co. Product Policy (C): The Zincrometal Event; (587137) Inland Steel Co. Product Policy (D): The Varrick Claim. Industry Setting: Steel industry Subjects: Customer relations; Industrial markets; Interdepartmental relations; Product lines; Quality control; Steel Length: 2p Supplementary Materials: Supplement (Field), (592044), 2p, by Benson P. Shapiro 592044 Title: Inland Steel Co. Product Policy (T): 1991 General Organization Author(s): Shapiro, Benson P. Publication Date: 10/23/1991 Product Type: Supplement (Field) Abstract: Shows the June 1991 organization chart and raises issues about how the latest organization structure impacts the issues raised. To be used with the (A) through (S) cases. Two videotapes (9-887-538 and 9-887539) and a viewing guide (9-587-158) are available for use with this case. Must be used with: (590019) Inland Steel Co. Product Policy (S): Organization of Inland Steel Co.--1989; (587149) Inland Steel Co. Product Policy (P): Embossed Temper Mill; (587150) Inland Steel Co. Product Policy (Q): Pruning the Capital Budget; (587151) Inland Steel Co. Product Policy (R): Darnall's Thoughts; (587142) Inland Steel Co. Product Policy (I): The Strategic Planning Process and the Capital Budget--Fall 1986; (587143) Inland Steel Co. Product Policy (J): Walking Beam Furnaces; (587141) Inland Steel Co. Product Policy (H): Fred Lerner--Inventory Planning and Control; (587144) Inland Steel Co. Product Policy (K): Vacuum Degassing; (587145) Inland Steel Co. Product Policy (L): Closed Loop Shape Control; (587146) Inland Steel Co. Product Policy (M): Humidity-Controlled Inventory Storage in No. 3 Cold Mill; (587147) Inland Steel Co. Product Policy (N): 80Inch Hot Rolling Mill Upgrade Package; (587148) Inland Steel Co. Product Policy (O): Upgrades of the No. 3 and No. 5 Galvanize Lines; (587138) Inland Steel Co. Product Policy (E): Galvanize Rejects at Indiana Motors; (587139) Inland Steel Co. Product Policy (F): Quality Scheduling; (587140) Inland Steel Co. Product Policy (G): Small Melts; (587135) Inland Steel Co. Product Policy (B): Inland's Approach; (587134) Inland Steel Co. Product Policy (A): Changing Markets and Technology; (587136) Inland Steel Co. Product Policy (C): The Zincrometal Event; (587137) Inland Steel Co. Product Policy (D): The Varrick Claim. Industry Setting: Steel industry Subjects: Industrial markets; Interdepartmental relations; Manufacturing policy; Product lines; Steel; Technological change Length: 2p 587158 Title: Inland Steel Co. Product Policy, Video 1-6 Viewing Guide Author(s): Shapiro, Benson P.; Levine, Lawrence B. Publication Date: 05/21/1987 Product Type: Supplement (Gen Exp) Abstract: Viewing guide to accompany videotapes. Must be used with: (887538) Inland Steel Co. Product Policy, Video 1: Changing Technology and Markets; (887539) Inland Steel Co. Product Policy, Video 2: Sales and Manufacturing; (887541) Inland Steel Co. Product Policy, Video 3: Customer and Technical Services; (887543) Inland Steel Co. Product Policy, Video 5: Strategy and Capital Budgeting; (887542) Inland Steel Co. Product Policy, Video 4: The Sales Manufacturing Interface; (887544) Inland Steel Co. Product Policy, Video 6: Fred Lerner -- Inventory Planning and Control. Industry Setting: Steel industry Subjects: Industrial markets; Interdepartmental relations; Manufacturing policy; Product lines; Purchasing; Steel Length: 2p SM172 Title: Innovation at HP: The Role of the Innovation Program Office (IPO) Author(s): Burgelman, Robert A.; Meza, Philip E. Publication Date: 06/19/2008 Product Type: Case (Field) Publisher: Stanford University Abstract: This case describes the work of the Innovation Program Office (IPO) within the Personal Systems Group (PSG) at technology company HewlettPackard (HP). It shows how this group solicits, qualifies and develops ideas for new products and services. Geographic Setting: United States Subjects: NO SUBJECTS(KEYWORDS) Length: 14p 502083 Title: Inside Intel Inside Author(s): Moon, Youngme; Darwall, Christina Publication Date: 06/05/2002
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Revision Date: 10/12/2005 Product Type: Case (Field) Abstract: In early 2002, Pamela Pollace, vice president and director of Intel's worldwide marketing operations, is debating whether the company should extend its "Intel Inside" branding campaign to non-PC product categories, such as cell phones and PDAs. The "Intel Inside" campaign has been one of the most successful branding campaigns in history. However, the campaign is more than ten years old, and growth in the PC market appears to be stagnating. In contrast, sales of portable digital devices--such as PDAs and cell phones--appear to be growing at a healthy rate. Pollace is debating whether the "Intel Inside" campaign will work in these other product categories, even though Intel doesn't dominate these other markets like it does the PC market, and it isn't clear that consumers will associate Intel with these other markets. May be used with: (505708) Intel Commercials, Video; (R00104) The Brand Report Card. Geographic Setting: California Industry Setting: Semiconductor industry Number of Employees: 83,000 Gross Revenues: $26 billion revenues Subjects: Advertising; Brands; Direct marketing; Semiconductors Length: 24p Supplementary Materials: Teaching Note, (504093), 16p, by Youngme Moon NEW 504S03 Title: Inside Intel Inside, Spanish Version Author(s): Moon, Youngme; Darwall, Christina Publication Date: 06/05/2002 Revision Date: 12/16/2002 Product Type: LACC Case Abstract: In early 2002, Pamela Pollace, vice president and director of Intel's worldwide marketing operations, is debating whether the company should extend its "Intel Inside" branding campaign to non-PC product categories, such as cell phones and PDAs. The "Intel Inside" campaign has been one of the most successful branding campaigns in history. However, the campaign is more than ten years old, and growth in the PC market appears to be stagnating. In contrast, sales of portable digital devices--such as PDAs and cell phones--appear to be growing at a healthy rate. Pollace is debating whether the "Intel Inside" campaign will work in these other product categories, even though Intel doesn't dominate these other markets like it does the PC market, and it isn't clear that consumers will
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associate Intel with these other markets. Teaching Purpose: Traces the history of the "Intel Inside" branding campaign, thus allowing students to examine the logic and implications of an ingredient branding strategy. In the process, the case facilitates a discussion of some fundamental questions about branding, such as: Why do companies build brands? What does a brand buy you? What are the necessary and sufficient conditions for a successful branding campaign? How extensible are brands? Geographic Setting: California Industry Setting: Semiconductor industry Number of Employees: 83,000 Gross Revenues: $26 billion revenues Subjects: Advertising; Brands; Direct marketing; Semiconductors Length: 24p 504S12 Title: Integrated Marketing Communications, Spanish Version Author(s): Dolan, Robert J. Publication Date: 02/16/1999 Revision Date: 06/01/2000 Product Type: LACC Note Abstract: Describes the major communication vehicles and the process via which they can be brought together in an integrated marketing communications plan. Industry Setting: Advertising industry Subjects: Advertising; Communication; Marketing management; Sales promotions Length: 16p 599087 Title: Integrated Marketing Communications Author(s): Dolan, Robert J. Publication Date: 02/16/1999 Revision Date: 06/01/2000 Product Type: Note Abstract: Describes the major communication vehicles and the process via which they can be brought together in an integrated marketing communications plan. Industry Setting: Advertising industry Subjects: Advertising; Communication; Marketing management; Sales promotions Length: 14p BESTSELLER 2637BC Title: Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation Publication Date: 11/21/2005 Product Type: HBS Press Chapter Abstract: Innovative marketing communications is a strategic branding process through which customers are moved to purchase one company's products or services based on multiple communications to which the customers have been exposed. This chapter evaluates the various communications vehicles that are used and proposes steps to allocate financial resources in support of the brand and the complementary messages aimed at customer development. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy; (2564BC) Creating a Marketing Plan: An Overview; (2572BC) Competitive Analysis: Understand Your Opponents; (2580BC) Market Customization: Market Segmentation, Targeting, and Positioning; (2599BC) Developing New Products and Services: The Marketer's Role; (2602BC) Branding: Differentiation that Customers Value; (2610BC) The Right Customers: Acquisition, Retention, and Development; (2629BC) Pricing It Right: Strategies, Applications, and Pitfalls; (2645BC) Interactive Marketing: New Channel, New Challenge; (2653BC) Marketing Across Borders: It's a Big, Big World. Subjects: NO SUBJECTS(KEYWORDS) Length: 15p List Price: $6.95 Year New: 2006 BH171 Title: Integrated Marketing as Management of Holistic Consumer Experience Author(s): Tsai, Shu-Pei Publication Date: 09/15/2005 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: In a bid to combine the two major perspectives (strategic communications and strategic brand management) of integrated marketing communications (IMC), this article proposes a holistic consumer experience management framework. According to the framework, the key mission of IMC is to manage effectively the mediated impression of and direct encounter with the brand so that synergism ensues among all the interrelated elements of IMC, including research and development, manufacturing, price formulation, channel arrangement, consumer service management, marketing message construction, and communication program execution. As such, IMC is capable of enhancing the holistic consumer experience and creating a holistic brand value structure, which can unite the consumer's sensory,
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emotional, social, and intellectual experiences in a new and positive way. Subjects: NO SUBJECTS(KEYWORDS) Length: 11p Year New: 2005 588050 Title: Integrated Product Line Management: Course Description, Requirements, and Assignments Spring 1991 Author(s): Shapiro, Benson P. Publication Date: 01/19/1988 Revision Date: 07/01/1991 Product Type: Miscellaneous Educational Material Abstract: Describes the material, themes, and requirements for the course Integrated Product Line Management taught at HBS, Spring 1989. While much information is specific to the HBS course, it may be of interest to those teaching similar courses elsewhere. Subjects: Interdepartmental relations; Product lines Length: 21p 505708 Title: Intel Commercials, Video Author(s): Moon, Youngme; Darwall, Christina Publication Date: 01/01/2005 Product Type: Video Medium: Videotape Format: 1/2-inch V Abstract: Presents 14 Intel television commercials. Must be used with: (502083) Inside Intel Inside. Industry Setting: Advertising industry; Semiconductor industry Subjects: Advertising; Brands; Direct marketing; Semiconductors Length: 7 min List Price: $100.00 Year New: 2005 593096 Title: Intel Corp.: Going into OverDrive Author(s): Dhebar, Anirudh Publication Date: 03/25/1993 Revision Date: 06/22/1994 Product Type: Case (Field) Abstract: In May 1992, Intel Corp., the leading supplier of microprocessors for IBM-compatible personal computers, announced the retail availability of OverDrive processors, a new line of performance upgrades for the Intel 486 series of microprocessors. The case chronicles the evolution of Intel microprocessors and math coprocessors. Next, it describes the genesis of the "speed-doubling" technique that is employed in the OverDrive Processor and it details the important implementation issues. The central questions are the following: How
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does a firm manage a product line in the context of rapid technological change? What are the consequences--for the end users, and hence the system and component manufacturers--of rapid product change? How does product upgradability help mitigate some of these consequences? How should Intel develop the OverDrive business? And how will this affect the company's mainline microprocessor business? Geographic Setting: Folsom, CA; Santa Clara, CA Industry Setting: Semiconductor industry; Microprocessor; Computer industry Company Size: Fortune 500 Number of Employees: 24,600 Gross Revenues: $4.7 billion revenues Subjects: Computer industry; High technology products; Product lines; Product management; Silicon Valley Length: 19p Supplementary Materials: Teaching Note, (594020), 17p, by Anirudh Dhebar 505061 Title: Intelliseek Author(s): Wathieu, Luc; Friedman, Allan Publication Date: 02/15/2005 Revision Date: 05/09/2005 Product Type: Case (Field) Abstract: Intelliseek harvests, filters, and mines the content of messages posted by consumers online and on discussion boards and blogs. For any specified consumer product brand, Intelliseek measures the volume of workof-mouth and its valence (proportion of positive and negative comments) and produces organized sets of quotes in the manner of a focus group report. This "marketing intelligence" company has been successful selling its reports to the car industry, but finds it difficult to achieve client retention in other areas. New initiatives are suggested: (1) to arrange data in problem-specific templates so that it is more "actionable" and (2) to develop industry benchmark metrics against which the metrics can be compared in a more informative manner. The CEO of the company believes that the key to success is a streamlined, standardized approach to the metrics developed for client brands. The CMO believes that Intelliseek should go much further to capitalize on the opportunity to understand customers emerging from what he calls "consumer-generated media." Geographic Setting: Ohio Number of Employees: 60 Gross Revenues: $7 million Event Year Start: 2004 Event Year End: 2004 Subjects: Consumer marketing; Knowledge management; Market research Length: 22p Supplementary Materials: Teaching Note, (506071), 9p, by Luc Wathieu, Allan Friedman Year New: 2005 584129 Title: Inter-Footwear Ltd. Author(s): Bonoma, Thomas V.; Kane, Margaret L. Publication Date: 04/17/1984 Product Type: Case (Field) Abstract: Mr. Frank van Wezel, the president and owner of an athletic and leisure shoe company in the United Kingdom, is considering how to complete the company's change in brand names. In 1982, the company lost its Inter brand name in a legal dispute with a sister company and began to market shoes with the name Hi-Tec. In August 1983, many retailers have substantial inventories of Inter stock, and Mr. van Wezel wants to encourage them to sell off the Inter shoes without jeopardizing retail relations. In addition, he wonders if the last stages of the brand changeover provide some major repositioning opportunities with regard to the company's distribution channels. Also raises issues of managing distributors, retailers, and customers during the establishment of a new brand name in an industry where brand name recognition is a critical factor for product acceptance. Geographic Setting: Great Britain Industry Setting: Footwear industry Company Size: small Gross Revenues: $17.6 million sales Subjects: Brands; Consumer marketing; Distribution channels; Footwear; Marketing implementation; Retailing; United Kingdom Length: 23p 500103 Title: Interactive Data: The Internet Challenge Author(s): Sarvary, Miklos Publication Date: 06/07/2000 Revision Date: 09/21/2000 Product Type: Case (Field) Abstract: Interactive Data sells financial information for the "back office" of financial institutions. Small Internet players challenge the "one-stop-shop" proposition of the company. How to respond to this threat and how to explore opportunites on the Internet is the question discussed. Teaching Purpose: How an information provider can use the interactive medium. Geographic Setting: United States Industry Setting: Financial services Number of Employees: 1,200
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Gross Revenues: $230 million revenues Subjects: Competition; Financial services; Information services; Internet; Marketing strategy; Product planning & policy Length: 8p SMR004 Title: Interactive Marketing: Exploiting the Age of Addressability Author(s): Blattberg, Robert C.; Deighton, John Publication Date: 10/01/1991 Product Type: SMR Article Abstract: It's a marketer's dream--the ability to develop interactive relationships with individual customers. Technology, in the form of the database, is making this dream a reality. Now companies can keep track of customer preferences and tailor advertising and promotions to those needs. For instance, a grocery store system could note that you recently purchased a sample size of dishwashing detergent and could offer you a coupon to buy the large size. Explores the impact of this development on marketing practices and gives practical advice on designing a marketing database and staffing an interactive marketing department. Also addresses customer fears and the public debate over marketing and privacy. Subjects: Consumer marketing; Marketing strategy Length: 12p Year New: 2005 2645BC Title: Interactive Marketing: New Channel, New Challenge Publication Date: 11/21/2005 Product Type: HBS Press Chapter Abstract: E-mail and Web-based merchandising are the key forms of Internet marketing. E-mail campaigns build customer relationships, drive sales, and begin valuable customer service when purchases have been made. Web site merchandising gives vendors a direct link with customers, eradicating the retail middlemen and retail overhead. And although snares do exist in Internet marketing, this chapter focuses on how to capitalize fully on Web-based options. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy; (2564BC) Creating a Marketing Plan: An Overview; (2572BC) Competitive Analysis: Understand Your Opponents; (2580BC) Market Customization: Market Segmentation, Targeting, and Positioning; (2599BC) Developing New Products and Services: The Marketer's Role; (2602BC) Branding: Differentiation that Customers Value;
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(2610BC) The Right Customers: Acquisition, Retention, and Development; (2629BC) Pricing It Right: Strategies, Applications, and Pitfalls; (2637BC) Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation; (2653BC) Marketing Across Borders: It's a Big, Big World. Subjects: NO SUBJECTS(KEYWORDS) Length: 18p List Price: $6.95 Year New: 2006 599101 Title: Interactive Technologies and Relationship Marketing Strategies Author(s): Moon, Youngme Publication Date: 03/27/1999 Revision Date: 01/19/2000 Product Type: Note Abstract: Outlines the role of interactive technologies in the development of relationship marketing strategies. Subjects: Customer relations; Direct marketing; Electronic commerce; Internet; Marketing strategy Length: 12p 507S14 Title: Interactive Technologies and Relationship Marketing Strategies, Spanish Version Author(s): Moon, Youngme Publication Date: 03/27/1999 Product Type: LACC Note Abstract: Outlines the role of interactive technologies in the development of relationship marketing strategies. Subjects: NO SUBJECTS(KEYWORDS) Length: 15p 999011 Title: Interep National Radio Sales, Inc. Author(s): Shapiro, Benson P.; Doyle, Stephen X.; Myers, Wade Publication Date: 04/24/1999 Revision Date: 09/13/1999 Product Type: Case (Field) Abstract: Interep must mobilize sales information technology, organizational structures, and sales management processes to protect and enhance its strong position as a radio advertising sales firm. Opportunities and risks are high in this complex, rapidly changing sales agency business. May be used with: (R0407N) Staple Yourself to an Order (HBR Classic); (2963) Staple Yourself to an Order (HBR OnPoint Enhanced Edition). Geographic Setting: New York, NY Industry Setting: Radio; Advertising industry Number of Employees: 600 Gross Revenues: $87 million revenues Subjects: Advertising; Information technology; Internet; Sales management; Sales organization; Sales strategy Length: 28p 577157 Title: International Business Machines (D): Negotiations with a Single-Source Supplier Author(s): Corey, E. Raymond; Bennett, Roger C. Publication Date: 05/01/1977 Product Type: Case (Field) Abstract: Presents part of a series written at IBM and three other major companies to provide basic data for a research study on procurement strategy, organization, and decision-making processes. May also be used in class for illustrative as opposed to problemsolving purposes. Describes negotiations with a single-source supplier without benefit of cost data and in a situation where product quality standards were being continually upgraded and the buyer's requirements with regard to volume were uncertain. Geographic Setting: New York, NY Industry Setting: Computer industry Company Size: Fortune 500 Gross Revenues: $16 billion sales Subjects: Competition; Computer industry; Decision making; Negotiations; Purchasing Length: 10p 578076 Title: International Business Machines (D1) Author(s): Shapiro, Benson P. Publication Date: 03/01/1978 Revision Date: 03/01/1979 Product Type: Case (Field) Abstract: Part of a series written at IBM and three other major companies to provide basic data for a research study on procurement strategy, organization, and decision-making processes. May be used in class for illustrative as opposed to problem solving purposes. Describes negotiations with a single-source supplier without benefit of cost data and in a situation where product quality standards were continually being upgraded and the buyer's requirements with regard to volume were uncertain. Based on International Business Machines (D) by R.E. Bennett and E.R. Corey. Geographic Setting: New York, NY Industry Setting: Computer industry Company Size: Fortune 500 Gross Revenues: $16 billion 1976 sales Subjects: Computer industry; Negotiations; Purchasing Length: 8p Supplementary Materials: Supplement
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(Field), (578077), 1p, by Benson P. Shapiro; Supplement (Field), (578078), 3p, by Benson P. Shapiro; Supplement (Field), (578079), 1p, by Benson P. Shapiro 578077 Title: International Business Machines (D1), Supplement 1 Author(s): Shapiro, Benson P. Publication Date: 03/01/1978 Revision Date: 04/26/1988 Product Type: Supplement (Field) Abstract: Designed as a class hand-out after discussion of the (D1) case. Must be used with: (578076) International Business Machines (D1). Industry Setting: Computer industry Subjects: Computer industry; Negotiations; Purchasing Length: 1p 578078 Title: International Business Machines (D1), Supplement 2 Author(s): Shapiro, Benson P. Publication Date: 03/01/1978 Revision Date: 04/26/1988 Product Type: Supplement (Field) Abstract: Designed as a class hand-out after discussion of the (D1) case. Must be used with: (578076) International Business Machines (D1). Industry Setting: Computer industry Subjects: Computer industry; Negotiations; Purchasing Length: 3p 578079 Title: International Business Machines (D1), Supplement 3 Author(s): Shapiro, Benson P. Publication Date: 03/01/1978 Revision Date: 04/26/1988 Product Type: Supplement (Field) Abstract: Designed as a class hand-out after discussion of the (D1) case. Must be used with: (578076) International Business Machines (D1). Industry Setting: Computer industry Subjects: Computer industry; Negotiations; Purchasing Length: 1p 577158 Title: International Business Machines (E): Negotiating with Electronics Components Suppliers Author(s): Corey, E. Raymond; Bennett, Roger C. Publication Date: 05/01/1977 Product Type: Case (Field) Abstract: Describes preparations for and negotiations with competing vendors, based on market process. May be used with: (577159) International Business Machines (F): Contracting for
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the Development and Manufacture of a New Machine. Geographic Setting: New York, NY Industry Setting: Computer industry Company Size: Fortune 500 Gross Revenues: $16 billion sales Subjects: Competition; Computer industry; Decision making; Negotiations; Purchasing Length: 10p Supplementary Materials: Teaching Note, (583115), 2p, by E. Raymond Corey 577159 Title: International Business Machines (F): Contracting for the Development and Manufacture of a New Machine Author(s): Corey, E. Raymond; Bennett, Roger C. Publication Date: 05/01/1977 Revision Date: 10/11/1989 Product Type: Case (Field) Abstract: Describes vendor selection, contract negotiations and evolving buyer/seller relationships on a contract to build a prototype of a new machine and subsequent production qualities. May be used with: (577158) International Business Machines (E): Negotiating with Electronics Components Suppliers. Geographic Setting: New York, NY Industry Setting: Computer industry Company Size: Fortune 500 Gross Revenues: $16 billion sales Subjects: Competition; Computer industry; Decision making; Negotiations; Purchasing Length: 9p Supplementary Materials: Teaching Note, (583116), 2p, by E. Raymond Corey; Teaching Note, (590075), 5p, by E. Raymond Corey 581051 Title: International Business Machines Corp. (A): Industry Background Note Author(s): Schubert LA Publication Date: 11/05/1980 Revision Date: 07/14/1982 Product Type: Case (Field) Abstract: This is the initial background case in a series of five cases. Describes the competitive position, organizational structure, and marketing strategy of the Data Processing Division--International Business Machines from 1970-1978, with special emphasis on the 1977-1978 time period. Of significance is a description of IBM's System/370 product line. Computer product jargon and computer financing terminology are usefully explicated. The case facilitates industry and competitive analysis and discussion of the relationship between field sales management and product line strategy in a high tech industry. To be used with International Business Machines Corp. (B) and (C). May also be used with (D)-(F). Geographic Setting: United States Industry Setting: Computer industry Gross Revenues: $22 billion revenues Subjects: Computer industry; Data processing; High technology products; Industry analysis; Industry structure; Marketing strategy; Organizational structure; Sales management Length: 29p Supplementary Materials: Teaching Note, (583113), 9p, by John F. Cady 581052 Title: International Business Machines Corp. (B): Applitronics Account Strategy Author(s): Schubert LA Publication Date: 11/05/1980 Product Type: Case (Field) Abstract: Contains a clinical study of IBM's relationship with a major Fortune 500 customer over a nine-year period. Specifically, the case describes how an IBM marketing account team transformed a relatively modest and tenuous account relationship into one generating several millions of dollars in per annum revenue. The case is a discussion vehicle for consideration of a wide range of sales force implementation issues: account planning, account management, sales force organization and management, and the role of personal selling. Students examine how value is added to a product via the communication and channel policies incorporated in a marketing mix. On a second level, the case affords students an opportunity to understand industrial buying behavior for complex, high ticket, high technology, long selling cycle products. Finally, asks students to analyze critically the field implementation of marketing strategy formulated for a dynamic product line within the context of a dynamic competitive environment. To be used with International Business Machines (A) and (C). Geographic Setting: United States Industry Setting: Computer industry Gross Revenues: $22 billion revenues Subjects: Business conditions; Computer industry; Data processing; High technology products; Marketing strategy; Personal selling; Sales management Length: 27p 581053 Title: International Business Machines Corp. (C): The 4300 Announcement Author(s): Schubert LA Publication Date: 11/05/1980 Revision Date: 01/01/1981 Product Type: Case (Library)
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Abstract: Includes excerpts from a trade news release describing IBM's 4300 Series, the last computer products in the System/370 line. Integral to the teaching of International Businesss Machines (A) and (B), this case is designed for inclass distribution. Facilitates student formulation of a revised field marketing program that takes into account changes in corporate strategy and the competitive environment. Geographic Setting: United States Industry Setting: Computer industry Gross Revenues: $22 billion revenues Subjects: Business conditions; Computer industry; Corporate strategy; Data processing; High technology products; Marketing strategy; New product marketing; Sales management Length: 5p 582064 Title: International Business Machines Corp. (D): Marketing to the State of Ajax Author(s): Schubert LA Publication Date: 04/09/1982 Product Type: Case (Field) Abstract: Shows the IBM account team working in anticipation of a serious and rapidly approaching hardware capacity shortfall at Ajax. Account strategy formulation is made especially difficult due to a wide range of management/operational/acquisition problems at Ajax, including top managers' ignorance of computer systems and their impending hardware requirements. Facilitates discussion of complex account strategy formulation peculiar to big ticket, high-tech products--complexity compounded by the highly political nature of both customer and competitive environment. Data permit the opportunity to select, defend, and structure field account strategy options. Discussion will provide insights into 1) public sector purchase behavior, 2) meshing dynamic customer needs against dynamic technological solutions, and 3) value added to high tech products through the marketing function. Although IBM (D-F) or (D) alone can be taught as a stand-alone unit, discussion is improved by student knowledge information in IBM (A). IBM (D-F) comprise a sequential, three-case study of the actual relationship with a government account. Geographic Setting: United States Industry Setting: Information services; Computer industry Gross Revenues: $330,000 sales Subjects: Computer industry; Computer systems; Information systems; Marketing implementation; Marketing strategy; Sales management; Sales promotions Length: 23p Supplementary Materials: Teaching
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Note, (583114), 5p, by John F. Cady 582065 Title: International Business Machines Corp. (E): Marketing to the State of Ajax--RFP Response Author(s): Schubert LA Publication Date: 04/09/1982 Product Type: Case (Field) Abstract: Advances the Ajax account saga from August 1977, through early May 1978. Ajax rejects the product solutions advanced in fall 1977 and moves into an RFP mode requesting additional bids from IBM and selected PCM vendors. Computer acquisition procedures are illuminated. Affords a special opportunity to examine the product/market environment supporting a viable PCM marketing strategy. Geographic Setting: United States Industry Setting: Information services; Computer industry Gross Revenues: $330,000 sales Subjects: Computer industry; Computer systems; Information systems; Marketing implementation; Marketing strategy; Sales management; Sales promotions Length: 9p Supplementary Materials: Teaching Note, (583118), 3p, by John F. Cady 582066 Title: International Business Machines Corp. (F): Marketing to the State of Ajax--Bid and Post Mortem Author(s): Schubert LA Publication Date: 04/09/1982 Product Type: Case (Field) Abstract: Describes IBM's response to Ajax's RFP, the awarding of Ajax's order to Amdahl, and the terms of the Amdahl bid subsequently made public to IBM. Provides details of competitor strategy and, more importantly, insight into the motivations and constraints affecting purchase decisions of a public sector customer. The richness of these cases (A) and (D-F) easily sustains important and multifaceted discussion over three class periods. Useful comparison and contrast discussions of corporate versus public sector account profiles, buying behavior, and implementing account management strategies are possible when IBM (D-F) follow previous examination of IBM (B): Applitronics Account Strategy and IBM (C): The 4300 Announcement. Geographic Setting: United States Industry Setting: Information services; Computer industry Gross Revenues: $330,000 sales Subjects: Computer industry; Computer systems; Information systems; Marketing implementation; Marketing strategy; Sales management; Sales promotions Length: 5p Supplementary Materials: Teaching Note, (583119), 4p, by John F. Cady 587182 Title: International Business Machines Corp.: Supplies Distribution Author(s): Corey, E. Raymond Publication Date: 06/11/1987 Revision Date: 08/30/1989 Product Type: Case (Field) Abstract: Concerned about rising expense-to-sales ratios, the manager of IBM's data processing and copier supplies product marketing undertakes an analysis of selling costs associated with this product line. Costs are analyzed by type of channel (direct sales, telephone orders, dealer channels), by size of customer firm, and by size of order. Revenue sales expense and profit data are also reviewed over a 15-year period. The IBM product manager is charged with recommending actions for increasing supplies revenues and reducing sales-to-expense ratios or for disposing of this business. Geographic Setting: United States Industry Setting: Computer supplies Company Size: Fortune 500 Subjects: Cost analysis; Data processing; Distribution; Industrial markets Length: 22p Supplementary Materials: Teaching Note, (589070), 9p, by E. Raymond Corey 588037 Title: International Business Machines: Changes in Marketing Organization Author(s): Cespedes, Frank V. Publication Date: 11/09/1987 Product Type: Case (Field) Abstract: Describes major changes in the structure of IBM's U.S. marketing organization over a 20-year period: 1966-86. During that period, IBM U.S. marketing was organized with a product orientation, then in terms of account size, and then geographically. Reviews the issues raised by each organizational structure and the reasons for each major reorganization. Also describes certain processes that remained relatively constant features of field sales management at IBM throughout this period: compensation systems, the role of the branch manager, different forms of recognition and motivational events, and attention to major account management and industry specialization. Thus, the case is a vehicle for discussing and analyzing issues in structure and process in marketing organization. Geographic Setting: United States Industry Setting: Computer industry Company Size: Fortune 500 Gross Revenues: $50 billion revenues
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Event Year Start: 1966 Subjects: Computer industry; Marketing management; Marketing organization; Marketing strategy; Organizational structure; Sales organization Length: 31p 583035 Title: International Business Machines: Store Systems Distribution Strategy Author(s): Cady, John F. Publication Date: 03/09/1983 Revision Date: 07/01/1984 Product Type: Case (Field) Abstract: Should IBM sell its retail pointof-sale products through third party distributors? Whether the company should adopt this policy to augment its direct sales force selling efforts provides the focus for this case. Includes substantial information on the market's products, competitors, customers and technology of the point-of-sale business. Geographic Setting: United States Industry Setting: Information services Company Size: Fortune 500 Gross Revenues: $30 billion assets Subjects: Distribution planning; Information systems; Strategic market planning Length: 28p Supplementary Materials: Teaching Note, (585006), 14p, by John F. Cady 503059 Title: International Federation of Red Cross and Red Crescent Societies Author(s): Quelch, John A.; Laidler, Nathalie Publication Date: 05/13/2003 Product Type: Case (Field) Abstract: Didier Cherpitel, CEO of the International Federation of Red Cross and Red Crescent Societies (IFRC), is implementing a new strategy that will fundamentally change the role of its International Secretariat. The organization is in the early stages of implementing a best practice tool called the National Society Self-Assessment and Cherpitel's challenge is to move forward with the implementation of this tool, while ensuring that the International Secretariat takes the necessary actions to strengthen IFRC's brand and image. Geographic Setting: Global Gross Revenues: $18 billion revenues Event Year End: 2003 Subjects: Brands; Globalization; Nonprofit organizations; Strategy implementation Length: 38p Supplementary Materials: Teaching Note, (505045), 6p, by John A. Quelch NEW BH225 Title: International Marketing Research:
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A Global Project Management Perspective Author(s): Young, Robert B.; Javalgi, Rajshekhar G. Publication Date: 03/15/2007 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: As organizations continue to pursue more global strategies, the need to be able to understand consumers in far away places is increasing. Marketing research is the primary mechanism through which companies understand their current, as well as potential, customers. As companies contemplate the global marketplace, they must consider how domestic market research differs when conducted in international markets. In an effort to help internal client side marketing, research managers design and implement improved international research studies. Briefly discusses the context for international market research and provides a framework for conducting international market research projects. Additionally, presents several factors that should be considered by marketers who engage in global market research studies. These factors represent the variety of challenges that must be addressed in order to conduct research across national borders. Particular attention is paid to the nuances related to primary data collection and questionnaire construction. Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2007 580071 Title: International Marketing, Background Material Author(s): Malone, Claudine B.; Lorenzo B Publication Date: 01/04/1980 Product Type: Note Abstract: Discusses the selection of sales and distribution channels of selling overseas--direct and indirect selling. Subjects: Distribution channels; International marketing; International trade; Multinational corporations; Sales management Length: 8p 580069 Title: International Marketing: An Introductory Note Author(s): Malone, Claudine B.; Harrison, Neil Publication Date: 12/18/1979 Revision Date: 07/23/1981 Product Type: Note Abstract: Provides background material for discussing specific marketing situations, identifies the important role international marketing plays in the world economy and the influence various factors have on the economy's growth. Raises marketing, organizational, political, financial, and legal issues confronting the international marketing executive. To be used as an introductory discussion. Subjects: Distribution channels; International marketing; Legal aspects of business; Marketing organization; Marketing strategy; Multinational corporations; Politics Length: 41p 578182 Title: International Systems, Inc.: CT Scanners Author(s): Abell, Derek F.; Purkayastha, Dev Publication Date: 04/27/1978 Revision Date: 01/02/1992 Product Type: Case (Field) Abstract: Deals with a company contemplating entry into "cat" scanners-three-dimensional x-ray devices with computerized analysis. Cat scanners, together with traditional x-ray, ultrasound, and nuclear devices, make up the so-called imaging diagnostics market. The key questions are how the business and market should be defined, and how the company should enter if at all. An additional important question is how public policy, with respect to high cost medical technology, will influence the market. May be used with Docutel Corp. (Condensed). Geographic Setting: United States Industry Setting: CT scanner Company Size: large Gross Revenues: $4 billion sales Subjects: Market analysis; Marketing management; Medical supplies; Strategic planning Length: 28p 598057 Title: Internet Commerce: Brief Reports on Four Industries Author(s): Rangan, V. Kasturi; Liebowitz, Joshua Publication Date: 11/12/1997 Revision Date: 03/10/1998 Product Type: Case (Library) Abstract: Describes the distribution changes in four industries caused by the availability of the Internet as a commercial distribution channel-personal computer software, compact discs, automobiles, and real estate. Teaching Purpose: To force students to think through the impact of the Internet and its evolution on distribution channels. Withdrawn 11/15/00. Geographic Setting: United States
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Industry Setting: Internet & online services industries; E-commerce Gross Revenues: $500 million revenues Subjects: Distribution channels; Distribution planning; Marketing strategy Length: 30p 599071 Title: An Internet Strategy Task Force Author(s): Dolan, Robert J. Publication Date: 12/09/1998 Product Type: Case (Gen Exp) Abstract: Examine the possibility of shared learning across business units within a company. Industry Setting: Food industry Subjects: Business & society; Ethics; Food; Interdepartmental relations; Marketing management Length: 1p 505705 Title: Interview with Christine Day-Starbucks, Video Author(s): Quelch, John A. Publication Date: 08/01/2004 Product Type: Case Video Medium: Videotape Abstract: Interview with case protagonist, Starbucks' chief administrative officer. Must be used with: (504016) Starbucks: Delivering Customer Service. Subjects: Beverages; Customer retention; Customer service; Market research Length: 10 min List Price: $150.00 Year New: 2004 505710 Title: Interview with Christine Day-Starbucks, Video (DVD) Author(s): Quelch, John A. Publication Date: 08/01/2004 Product Type: Case Video, DVD Abstract: Interview with case protagonist, Starbucks' chief administrative officer. Must be used with: (504016) Starbucks: Delivering Customer Service. Subjects: NO SUBJECTS(KEYWORDS) Length: 10 min Year New: 2005 505703 Title: Interview with Dennis Bender-Habitat for Humanity International, Video Author(s): Quelch, John A. Publication Date: 07/01/2004 Product Type: Video Abstract: Interview with Dennis Bender of Habitat for Humanity International. Must be used with: (503101) Habitat for Humanity International: Brand
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Valuation. Subjects: Brand management; Brands; Globalization; International marketing; Marketing strategy; Nonprofit organizations Length: 5 min List Price: $100.00 Year New: 2004 504800 Title: Interview with Professor Theodore Levitt, Video (DVD) Author(s): Quelch, John A.; Greyser, Stephen A. Publication Date: 02/01/2004 Product Type: Case Video, DVD Abstract: After 20 years, Professor Levitt looks back at the arguments presented in his 1983 HBR article "Customizing Global Marketing." Must be used with: (86312) Customizing Global Marketing. Subjects: NO SUBJECTS(KEYWORDS) Length: 19 min Year New: 2005 504801 Title: Interview with Professor Theodore Levitt Author(s): Quelch, John A.; Greyser, Stephen A. Publication Date: 02/01/2004 Product Type: Video Abstract: After 20 years, Professor Levitt looks back at the arguments presented in his 1983 HBR article "Customizing Global Marketing." Must be used with: (86312) Customizing Global Marketing. Subjects: Globalization; International marketing; Marketing strategy Length: 19 min List Price: $150.00 Year New: 2004 503801 Title: Interview with Stelios HajiIoannou, Chairman of EasyGroup plc Author(s): Quelch, John A. Publication Date: 09/01/2002 Product Type: Case Video Abstract: Following EasyGroup's acquisition of GO, a rival low-cost airline, the chairman, Stelios Haji-Ioannouis, is interviewed. Subjects: Acquisitions; Airlines; Brand management; Corporate strategy; Pricing Length: 21 min List Price: $150.00 507709 Title: Interview with William Amelio, CEO, Lenovo, Video (DVD) Author(s): Quelch, John A. Publication Date: 03/01/2007 Product Type: Case Video, DVD Abstract: An abstract is not available for this product. Must be used with: (507014) Lenovo: Building a Global Brand. Subjects: NO SUBJECTS(KEYWORDS) Length: 11 min Year New: 2007 507710 Title: Interview with William Amelio, CEO, Lenovo, Video (VHS) Author(s): Quelch, John A. Publication Date: 03/01/2007 Product Type: Case Video Abstract: An abstract is not available for this product. Must be used with: (507014) Lenovo: Building a Global Brand. Subjects: NO SUBJECTS(KEYWORDS) Length: 11 min List Price: $150.00 Year New: 2007 503015 Title: Introducing ... The XFL! Author(s): Fournier, Susan; Greyser, Stephen A.; Schulman, Seth M. Publication Date: 07/15/2002 Product Type: Case (Library) Abstract: When the XFL professional football league debuted on February 3, 2001, it generated a Nielsen rating of 10.1, higher than any nationally televised program in a Saturday evening time slot. The next week, ratings plummeted, and by week nine the XFL game earned the title as the lowest rated sports event in television history. Co-owners WWFE and NBC officially disbanded the XFL on May 10, 2001. What went wrong? How could two seasoned and respected figures in entertainment--WWFE's Vince McMahon and NBC's Dick Ebersol--have miscalculated so badly? Geographic Setting: United States Industry Setting: Professional sports teams & organizations Subjects: Advertising; Brands; Consumer behavior; Marketing strategy; Product introduction; Public relations; Sports Length: 20p Supplementary Materials: Teaching Note, (503009), 9p, by Susan Fournier 503S41 Title: Introducing ... The XFL!, Spanish Version Author(s): Fournier, Susan; Greyser, Stephen A.; Schulman, Seth M. Publication Date: 07/15/2002 Product Type: LACC Case Abstract: When the XFL professional football league debuted on February 3, 2001, it generated a Nielsen rating of
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10.1, higher than any nationally televised program in a Saturday evening time slot. The next week, ratings plummeted, and by week nine the XFL game earned the title as the lowest rated sports event in television history. Co-owners WWFE and NBC officially disbanded the XFL on May 10, 2001. What went wrong? How could two seasoned and respected figures in entertainment--WWFE's Vince McMahon and NBC's Dick Ebersol--have miscalculated so badly? Geographic Setting: United States Industry Setting: Professional sports teams & organizations Subjects: Advertising; Brands; Consumer behavior; Marketing strategy; Product introduction; Public relations; Sports Length: 23p BH184 Title: Introducing E-MARKPLAN: A Practical Methodology to Plan eMarketing Activities Author(s): Krishnamurthy, Sandeep Publication Date: 01/15/2006 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Although e-marketing is highly prevalent, there is currently no template for managers who wish to use the Internet/Web and related information technologies to market their products and services. Provides managers with a comprehensive, actionable, and practical methodology (E-MARKPLAN) to plan, enact, and analyze e-marketing activities. Uses five case studies to illustrate the diversity of e-marketing actions. E-MARKPLAN consists of five parts: goals, actors (i.e., those who take e-marketing actions), spaces (i.e., theaters of engagement), actions, and outcomes. The E-MARKPLAN methodology is versatile and is not limited to companies with e-commerce operations. Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2006 500067 Title: Introducing New Coke Author(s): Fournier, Susan Publication Date: 12/17/1999 Revision Date: 10/31/2001 Product Type: Color Case Abstract: On April 23, 1985, the CocaCola Co. announced a decision that would rock the world. The old Coke formula would be taken off the market and replaced with a smoother, sweeter taste. The reaction of the American people was immediate and violent,
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causing three months of unrelenting protest against the loss of Coke. Was the marketing research at fault? The launch strategy? Or did Coke "just not get it"? This case explores marketing's most famous public disaster to reveal deep lessons about managing the brand. Includes color exhibits. Geographic Setting: United States Industry Setting: Beverage industry Subjects: Boycotts; Brand equity; Brand management; Consumer behavior; Marketing management Length: 36p Supplementary Materials: Teaching Note, (502095), 13p, by Susan Fournier 592092 Title: Introduction of FM Radio (A): Finally, A "Staticless" Radio Author(s): Dhebar, Anirudh Publication Date: 03/26/1992 Revision Date: 06/13/1995 Product Type: Case (Library) Abstract: Describes the evolution of radio technology and business from the initial days of wireless telegraphy to the advent, growth, and establishment of amplitude-modulated (AM) radio manufacturing and broadcasting. Begins and ends with a description of a decision the Radio Corp. of America (RCA) has to make with respect to the introduction of a new, incompatible frequencymodulation (FM) technology. Illustrates the full spectrum of interests and obstacles a new and incompatible technology and/or product concept has to overcome before it can be accepted. Also useful for discussing how product concepts get established, how patent law works, how industries develop, and the role played by individuals with differing visions, tenacity, and ambitions. Geographic Setting: New York, NY Industry Setting: Radio Company Size: large Event Year Start: 1894 Event Year End: 1933 Subjects: Communications equipment; Electronics; Innovation; New product marketing; Product lines; Product planning & policy; Technological change Length: 16p Supplementary Materials: Supplement (Library), (592093), 3p, by Anirudh Dhebar; Supplement (Library), (592094), 3p, by Anirudh Dhebar; Teaching Note, (594072), 14p, by Anirudh Dhebar Year New: 2004 592093 Title: Introduction of FM Radio (B): FM Takes to the Air Author(s): Dhebar, Anirudh Publication Date: 03/26/1992 Revision Date: 02/16/1995 Product Type: Supplement (Library) Abstract: Illustrates organizational and industry-wide inertia to a change that threatens the status quo. Also reinforces the message that those most willing to encourage change are either the proponents of change or those who are locked out from the existing system. Must be used with: (592092) Introduction of FM Radio (A): Finally, A "Staticless" Radio. Industry Setting: Communications equipment; Electronics industry Subjects: Communications equipment; Electronics; Innovation; New product marketing; Product lines; Product planning & policy; Technological change Length: 3p Supplementary Materials: Teaching Note, (594072), 14p, by Anirudh Dhebar 592094 Title: Introduction of FM Radio (C): The Empires Strike Back Author(s): Dhebar, Anirudh Publication Date: 03/26/1992 Revision Date: 02/16/1995 Product Type: Supplement (Library) Abstract: Describes the concluding and bitter fight between Armstrong and the established radio manufacturing and broadcasting industry over the new, incompatible, and yet irrepressible FM technology. Illustrates the struggle between a corporation and an established system and individual champions of change. In addition, underscores the tensions that can arise in the context of personal ambitions, uncompromising attitudes, personal relationships, and corporate interests. Must be used with: (592092) Introduction of FM Radio (A): Finally, A "Staticless" Radio. Industry Setting: Communications equipment; Electronics industry Subjects: Communications equipment; Electronics; Innovation; New product marketing; Product lines; Product planning & policy; Technological change Length: 3p Supplementary Materials: Teaching Note, (594072), 14p, by Anirudh Dhebar 594097 Title: Introduction of Telepoint Services in Britain (A): The Decision Context Author(s): Dhebar, Anirudh Publication Date: 02/07/1994 Revision Date: 06/17/1994 Product Type: Case (Library) Abstract: In January 1989, Britain's Department of Trade and Industry awarded licenses to four consortia to establish telepoint services--mobile telephone communications in which subscribers use a specialized calculatorsized handset to make telephone calls from any point within a 200-meter radius
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of a telepoint base-station. The case series examines the licensees' decisions with respect to 1) product positioning (in relations to the subscribers' other two options, cellular and public telephones), 2) the pace at which to establish basestations (the greater the number of basestations, the more attractive the service), and 3) prices for handsets, network subscription, and service usage. This case describes the decision context. Geographic Setting: United Kingdom Industry Setting: Telecommunications industry Subjects: Marketing management; New product marketing; Pricing; Telecommunications; United Kingdom Length: 2p Supplementary Materials: Supplement (Library), (594098), 4p, by Anirudh Dhebar; Supplement (Library), (594099), 3p, by Anirudh Dhebar 594098 Title: Introduction of Telepoint Services in Britain (B): A Stylized Model Author(s): Dhebar, Anirudh Publication Date: 02/07/1994 Revision Date: 06/17/1994 Product Type: Supplement (Library) Abstract: Supplements the (A) case. Must be used with: (594097) Introduction of Telepoint Services in Britain (A): The Decision Context. Geographic Setting: United Kingdom Industry Setting: Telecommunications industry Subjects: Marketing management; New product marketing; Pricing; Telecommunications; United Kingdom Length: 4p 594099 Title: Introduction of Telepoint Services in Britain (C): Post Mortem Author(s): Dhebar, Anirudh Publication Date: 02/07/1994 Revision Date: 06/17/1994 Product Type: Supplement (Library) Abstract: Supplements the (A) case. Must be used with: (594097) Introduction of Telepoint Services in Britain (A): The Decision Context. Geographic Setting: United Kingdom Industry Setting: Telecommunications industry Subjects: Marketing management; New product marketing; Pricing; Telecommunications; United Kingdom Length: 3p 584124 Title: Introduction to Marketing Author(s): Shapiro, Benson P. Publication Date: 06/13/1984 Revision Date: 09/29/1986 Product Type: Note Abstract: A brief introduction to the
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nature and scope of marketing. Subjects: Marketing management Length: 5p 587124 Title: Introduction to Marketing--1987 Author(s): Bonoma, Thomas V. Publication Date: 03/02/1987 Revision Date: 07/31/1987 Product Type: Note Abstract: Outlines the core elements of marketing thought and provides an introduction to the First Year Marketing course. The marketing mix, market participants, and marketing process are discussed. This is a rewritten version of an earlier note by B.P. Shapiro. Subjects: Marketing management Length: 6p 7791BC Title: Introduction: Marketing and Democracy--How They Can Work Together Author(s): Quelch, John A.; Jocz, Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: Marketing performs an essential societal function--and does so democratically. People would benefit if the political and public realms were guided by the best of marketing, and vice versa. By assessing marketing's accomplishments, its shortcomings, and its achievements, it's possible to shed light on ways marketing can support strong, vibrant, democratic societies and contribute to the greater good. Subjects: NO SUBJECTS(KEYWORDS) Length: 27p List Price: $6.95 7795BC Title: Introduction: The New CMO-Why? Author(s): Aaker, David Publication Date: 10/21/2008 Product Type: HBS Press Chapter Abstract: Most organizations are rightly proud of the decentralized structures that keep managers close to customers and markets, ahead of competitors, and accountable for results. However, relying on unfettered decentralized organizations with highly autonomous silo units is no longer competitively viable. The world has changed. There is too much at stake to allow silo interests to inhibit or prevent the effort toward achieving strong brands and effective marketing. This chapter outlines the specific problems or missed opportunities that are created or worsened by the silo structure and the new role that the CMO must play in conquering these problems. Subjects: NO SUBJECTS(KEYWORDS) Length: 27p List Price: $6.95 501054 Title: Intuit QuickBooks Author(s): Lal, Rajiv; Kochikar, Purnima Publication Date: 11/27/2000 Revision Date: 07/30/2001 Product Type: Case (Field) Abstract: Internet QuickBooks, a successful product with a strong brand and an 85% share of retail sales, was faced with the challenge of meeting market growth expectations in a mature, slowing market segment. Generating recurring revenues by providing valueadded online services that complement the desktop software was viewed as an attractive solution by QuickBook's management. Intuit now had to decide the best way to provide these services-i.e. build them in house or acquire them through partnerships. In doing so, the company had to evaluate ways to capture value in the Intuit QuickBooks brand without damaging it. Teaching purpose: Taught in the first-year marketing course to bring out the issues related to capturing value. Geographic Setting: California Industry Setting: Software industry Subjects: Brands; Business services; Marketing implementation; Marketing organization; Partnerships; Product development; Resource allocation; Software Length: 16p UV0313 Title: Intuit: Quickbooks Upgrade Author(s): Pfeifer, Phillip E. Publication Date: 01/03/1997 Product Type: Case (Field) Abstract: This case describes an innovative response-modeling project at INTUIT. The case can help students understand the basics of (and the issues surrounding) response modeling, an important tactic in data-base marketing. Subjects: NO SUBJECTS(KEYWORDS) Length: 7p Supplementary Materials: Teaching Note, (UV0314), 5p, by Phillip E. Pfeifer; Supplement (Spreadsheet), (UV0373), 0p, by Phillip E. Pfeifer Year New: 2007 UV0373 Title: Intuit: Quickbooks Upgrade, Spreadsheet Supplement Author(s): Pfeifer, Phillip E. Publication Date: 01/03/2009 Product Type: Supplement (Spreadsheet) Abstract: An abstract is not available for
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this product. Must be used with: (UV0313) Intuit: Quickbooks Upgrade. Subjects: NO SUBJECTS(KEYWORDS) Length: 0p 106016 Title: Inventec Corp. Author(s): Palepu, Krishna G.; Vargas, Ingrid Publication Date: 11/02/2005 Product Type: Case (Field) Abstract: Inventec Corp., with $4.5 billion in annual revenues, was one of Taiwan's leading original design manufacturers (ODMs). Inventec designed and manufactured electronic products such as computers, servers, MP3 players, PDAs, and cellular telephones for client companies that marketed the products globally. Inventec moved production to mainland China to lower costs in this highly competitive, low-margin business. But with its competitors also setting up shop in China, Inventec had to find another way to remain profitable. Could Inventec break its dependence on powerful clients by branding and marketing its products in China and other Asian markets? Was there a way for Inventec to separate and market the software that it designed for use with its hardware products. Geographic Setting: China; India; Taiwan Industry Setting: Electronics industry; Manufacturing industries Gross Revenues: $4.5 billion revenues Event Year Start: 2005 Event Year End: 2005 Subjects: NO SUBJECTS(KEYWORDS) Length: 23p Supplementary Materials: Teaching Note, (707484), 4p, by Krishna G. Palepu Year New: 2006 905A30 Title: InvestorSoft Author(s): Ritchie, Robin; Merali, Alim Publication Date: 11/29/2005 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: InvestorSoft is preparing to launch its one and only product, a subscription-based software service that will make it convenient and economical for companies to manage the investor relations portion of their Web sites. The company's founder faces an uphill battle in establishing InvestorSoft as a credible supplier to buyers who prefer dealing with large, reputable firms. His immediate challenge is to settle on a set of target customers and determine whether InvestorSoft would be better off
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selling to them directly or through resellers who would bundle the software with other services. He must also develop pricing and promotional strategies that will secure a strong base of customers early on, to position the company for future growth. Geographic Setting: Canada Industry Setting: Business services Event Year Start: 2005 Event Year End: 2005 Subjects: NO SUBJECTS(KEYWORDS) Length: 23p Supplementary Materials: Teaching Note, (805A30), 12p, by Robin Ritchie Year New: 2006 KEL032 Title: Invisalign: Orthodontics Unwired Author(s): Coughlan, Anne; Hennessy, Julie; Najjar, Andrei Publication Date: 01/01/2004 Product Type: Case (Field) Abstract: Align Inc. is a start-up company with a revolutionary, patentprotected new technology for straightening teeth called Invisalign. Invisalign is a set of invisible plastic aligners made to each patient's specific needs that substitute for metal or ceramic braces in adults (it is not sold for children's orthodontic needs). The company has created tremendous consumer awareness and affect for its product, yet sales results are dismal. Requires the reader to analyze the reasons for such poor sales and what to do to remedy the problem. Geographic Setting: United States Industry Setting: Dental industry Subjects: NO SUBJECTS(KEYWORDS) Length: 18p Supplementary Materials: Teaching Note, (KEL033), 6p, by Anne Coughlan Year New: 2005 KEL135 Title: Iridium Global Satellite Phone System: Lost in Space? Author(s): Schieffer, Robert; Chen, Min Publication Date: 10/01/2004 Revision Date: 07/07/2005 Product Type: Case (Pub Mat) Abstract: The spin-off of Iridium, a global telecommunications system, represented a significant business risk for Motorola, as many talented Motorola executives joined the venture in the late 1990s. This bold technology gamble suffered from numerous marketing missteps, which led to Iridium's bankruptcy in August 1999. Geographic Setting: Global; United States Industry Setting: Telecommunications industry Gross Revenues: $5 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 16p Supplementary Materials: Teaching Note, (KEL136), 7p, by Robert Schieffer, Min Chen Year New: 2005 C0204C Title: The Iron Lady's Sterling Rhetoric Author(s): Morgan, Nick Publication Date: 04/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: Although she's now largely out of the political spotlight, Margaret Thatcher has a lot to teach anyone who seeks to move, inspire, and persuade an audience. Step by step, this article examines the rhetorical strategies employed by Thatcher in three of her greatest speeches. Subjects: Management communication Length: 2p List Price: $4.50 C0202A Title: Is Your Audience Ready to Hear You? Author(s): Robbins, Stever Publication Date: 02/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: There are some situations in which people are primed to receive messages: when there's uncertainty about which direction to take, when something personal is at stake, when they are accountable for a certain outcome, and when there is a crisis. At all other times, you need to wage a battle against all the other information out there vying for your listeners' attention. Some tips to help you succeed: Use the personal touch whenever possible, frame your message in terms of your listeners' potential, tie your message to your listeners' concerns, and speak to them with language they are comfortable with. Subjects: Management communication Length: 3p List Price: $4.50 F99602 Title: Is Your Brand at Risk? Author(s): Maruca, Regina Fazio Publication Date: 11/01/1999 Product Type: Harvard Business Review Article Abstract: Companies facing attacks from competitors with copycat products often find they have little legal recourse. Two researchers suggest preemptive measures for protecting brand identity. Subjects: Brand equity; Brands; Intellectual property; Legal aspects of
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99107 Title: Is Your Company Ready for Oneto-One Marketing? Author(s): Peppers, Don; Rogers, Martha; Dorf, Bob Publication Date: 01/01/1999 Product Type: Harvard Business Review Article Abstract: The idea of one-to-one marketing (also called "relationship marketing") is simple: accommodating a customer based on your knowledge of that customer, as well as the customer's input. This Manager's Tool Kit includes exhibits designed to help managers understand one-to-one marketing and provide guidance for those who may be interested in implementing their program. One-to-one marketing promises to increase the value of your customer base by establishing a learning relationship with each customer. Although the theory behind one-to-one marketing is simple, implementation is complex. The authors offer practical advice for implementing a one-to-one marketing program correctly. They describe four key steps: identifying your customers, differentiating among them, interacting with them, and customizing your product or service to meet each customer's needs. This tool kit will help you determine what type of program your company can implement now, what you need to do to position your company for a large-scale initiative, and how to set priorities. Subjects: Consumer marketing; Customer relations; Customization; Marketing implementation; Marketing planning; Marketing strategy Length: 10p 8954 Title: Is Your Company Ready for Oneto-One Marketing? (HBR OnPoint Enhanced Edition) Author(s): Peppers, Don; Rogers, Martha; Dorf, Bob Publication Date: 02/01/2001 Product Type: HBR OnPoint Article Abstract: The idea of one-to-one marketing (also called "relationship marketing") is simple: accommodating a customer based on your knowledge of that customer, as well as the customer's input. This Manager's Tool Kit, by Don Peppers and Martha Rogers, partners, and Bob Dorf, president, of Peppers and Rogers Group, a management consulting firm in Stamford, Connecticut, provides guidance for those who may be interested in implementing their program. One-to-one marketing promises to increase the value of your customer
Marketing
base by establishing a learning relationship with each customer. The customer tells you of some need, and you customize your product or service to meet it. Although the theory behind oneto-one marketing is simple, implementation is complex. Too many companies mistakenly understand it as an excuse to badger customers with excessive telemarketing and direct mail campaigns. The authors describe four key steps: identifying your customers, differentiating among them, interacting with them, and customizing your product or service to meet each customer's needs. And they provide activities and exercises, to be administered to employees and customers, that will help you identify your company's readiness to launch a one-to-one initiative. This tool kit will help you determine what type of program your company can implement now, what you need to do to position your company for a large-scale initiative, and how to set priorities. Subjects: Consumer marketing; Customer relations; Customization; Marketing implementation; Marketing planning; Marketing strategy Length: 14p List Price: $6.50 99107L Title: Is Your Company Ready for Oneto-One Marketing? (Logo Product) Author(s): Peppers, Don; Rogers, Martha; Dorf, Bob Publication Date: 04/01/1999 Product Type: Harvard Business Review Article Abstract: The idea of one-to-one marketing (also called "relationship marketing") is simple: accommodating a customer based on your knowledge of that customer, as well as the customer's input. This Manager's Tool Kit includes exhibits designed to help managers understand one-to-one marketing and provide guidance for those who may be interested in implementing their program. One-to-one marketing promises to increase the value of your customer base by establishing a learning relationship with each customer. Although the theory behind one-to-one marketing is simple, implementation is complex. The authors offer practical advice for implementing a one-to-one marketing program correctly. They describe four key steps: identifying your customers, differentiating among them, interacting with them, and customizing your product or service to meet each customer's needs. This tool kit will help you determine what type of program your company can implement now, what you need to do to position your company for a large-scale initiative, and how to set priorities. This is a special logo product. Subjects: Consumer marketing; Customer relations; Customization; Marketing implementation; Marketing planning; Marketing strategy Length: 12p 500027 Title: Issues of Product Policy Author(s): Sarvary, Miklos Publication Date: 08/31/1999 Revision Date: 11/16/2000 Product Type: Note Abstract: Explores the basic vocabulary and issues related to product policy within a firm. Subjects: Product planning & policy Length: 10p 591067 Title: It Matters to Me Author(s): Greyser, Stephen A.; Teopaco, John L. Publication Date: 05/16/1991 Product Type: Supplement (Field) Abstract: Marketing executives are evaluating the results of the first year of a prospective three-year $40 million advertising campaign to help the U.S.textile/apparel industry convince consumers and retailers to buy U.S.made apparel products. Extensive research information from consumers and retailers is available. Must be used with: (587110) Crafted with Pride in U.S.A. Council. Geographic Setting: United States Industry Setting: Apparel & textile industries Company Size: large Subjects: Advertising; Consumer marketing; Textiles Length: 12p 83314 Title: It's Time to Make Trade Promotion More Productive Author(s): Quelch, John A. Publication Date: 05/01/1983 Product Type: Harvard Business Review Article Abstract: Consumer product manufacturers extend trade promotions, in the form of temporary price reductions, to retailers and wholesalers to encourage them to increase purchase commitments and build inventories. Recently, trade promotion productivity has fallen as a result of increased costs and excessive, improper use. Promotion deals are a valuable, flexible technique but managers must view them as an integral element of their marketing strategy and improve their design. Industry Setting: Retail industry Subjects: Marketing strategy; Retailing; Sales management
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502S39 Title: Ito Yokado, Spanish Version Author(s): Salmon, Walter J.; Furukawa, Kosei; Wylie, David Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Describes the means by which management has empowered the sales clerks and part time employees of this chain of 131 department stores. They are responsible for all sales and inventory management. This empowerment has led to fewer stockouts, higher sales, lower inventory levels, less inventory loss, higher profits, higher quality, and higher commitment levels on the part of employees. Also describes how their innovative management has overcome inefficiencies in the Japanese distribution system. Geographic Setting: Japan Industry Setting: Retail industry Company Size: large Gross Revenues: $16 billion revenues Subjects: Department stores; International marketing; Japan; Marketing implementation; Marketing information systems; Merchandising; Organizational design; Retailing Length: 29p 589116 Title: Ito Yokado Author(s): Salmon, Walter J.; Furukawa, Kosei; Wylie, David Publication Date: 06/19/1989 Revision Date: 07/14/1994 Product Type: Case (Field) Abstract: Describes the means by which management has empowered the sales clerks and part time employees of this chain of 131 department stores. They are responsible for all sales and inventory management. This empowerment has led to fewer stockouts, higher sales, lower inventory levels, less inventory loss, higher profits, higher quality, and higher commitment levels on the part of employees. Also describes how their innovative management has overcome inefficiencies in the Japanese distribution system. Geographic Setting: Japan Industry Setting: Retail industry Company Size: large Gross Revenues: $16 billion revenues Subjects: Department stores; International marketing; Japan; Marketing implementation; Marketing information systems; Merchandising; Organizational design; Retailing Length: 26p Supplementary Materials: Teaching Note, (592001), 6p, by Walter J. Salmon,
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David Wylie 505048 Title: Ito-Yokado: The Challenge of Apparel Author(s): Lal, Rajiv; Han, Arar Publication Date: 03/09/2005 Revision Date: 05/11/2005 Product Type: Case (Field) Abstract: Ito-Yokado, the 16th largest retail conglomerate in the world, has struggled with the declining performance in the apparel division of its superstores for over a decade. Apparel sales are slipping, eating hard-won gains in the retailer's food division. CEO Toshifumi Suzuki has already instituted a number of revolutionary changes to sourcing and merchandising. What should he try next? May be used with: (506002) Tanpin Kanri: Retail Practice at Seven-Eleven Japan. Geographic Setting: Japan Industry Setting: Retail industry Number of Employees: 42,000 Gross Revenues: $34 billion revenues Event Year Start: 2005 Event Year End: 2005 Subjects: Clothing; Conglomerates; Japan; Restructuring; Retailing Length: 34p Year New: 2005 500051 Title: J & B Author(s): McCracken, Grant Publication Date: 05/16/2000 Product Type: Case (Field) Abstract: Michael Stoner finds himself called upon to reposition a once venerable and highly profitable brand of Scotch whisky. He must find a cultural trend. Geographic Setting: New York, NY Subjects: Beverages; Brands; Consumer marketing; Product positioning Length: 19p 503S36 Title: J & B, Spanish Version Author(s): McCracken, Grant Publication Date: 05/16/2000 Product Type: LACC Case Abstract: Michael Stoner finds himself called upon to reposition a once venerable and highly profitable brand of Scotch whisky. He must find a cultural trend. Teaching Purpose: To encourage students to think about the connections between culture and consumers, and more specifically, to use this knowledge to build brands. Geographic Setting: New York, NY Subjects: Beverages; Brands; Consumer marketing; Product positioning Length: 20p 582056 Title: J.B. Robinson Jewelers Author(s): Takeuchi, Hirotaka; Merliss, Penny Pittman Publication Date: 11/01/1981 Revision Date: 07/01/1986 Product Type: Case (Field) Abstract: J.B. Robinson, recently acquired by W.R. Grace, has developed a sales force training program which has worked successfully in Cleveland. However, the company had a temporary setback in Houston, and is now considering expanding to Florida. The key issue is whether Larry Robinson can continue to implement his successful human resources program as the company expands. Geographic Setting: Cleveland, OH; Houston, TX Industry Setting: Jewelry industry; Retail industry Gross Revenues: $450 million sales Subjects: Employee training; Expansion; Human resources management; Retailing; Sales management; Small business Length: 26p 513162 Title: J.M. Smucker Co. Author(s): Levitt, Theodore; Gale C Publication Date: 02/19/1964 Revision Date: 07/15/1983 Product Type: Case (Field) Abstract: An independent national manufacturer of jams and jellies decides to add ketchup, packaged in a widemouthed jar, to the line. Geographic Setting: Ohio Industry Setting: Packaged food industry Gross Revenues: $16 million sales Event Year Start: 1963 Event Year End: 1963 Subjects: Food; Marketing strategy; Packaging; Pricing; Product lines; Product planning & policy Length: 34p 564002 Title: J.M. Smucker Co. (Condensed) Author(s): Levitt, Theodore; Gale C Publication Date: 06/01/1964 Revision Date: 07/08/1983 Product Type: Case (Field) Abstract: The maker of a wide line of jellies and preserves, added ketchup to its retail product line. The product was introduced in one retailing area on a test marketing basis. Discusses the evaluation of plans for this product in a highly competitive market. Alternate version of J.M. Smucker Co. Geographic Setting: Ohio Industry Setting: Food industry
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Gross Revenues: $15.8 million 1962 sales Event Year Start: 1963 Event Year End: 1963 Subjects: Advertising strategy; Competition; Food; Packaging; Product introduction; Test markets Length: 25p 509021 Title: JBS Swift & Co. Author(s): Bell, David E.; Ross, Catherine Publication Date: 12/12/2008 Product Type: Case (Field) Abstract: Brazilian meat packer JBS surprised many in the U.S. beef industry when it acquired Swift & Co.--a company more than five times its size--in 2007, then moved to acquire the U.S.'s fourth and fifth largest beef producers in 2008. The new JBS Swift slashed costs and restructured, turning around a quarterly loss of $99 million to a gain of $140 million within 6 months. JBS aimed to position itself to supply beef markets around the world, but it faced a perfect storm of rising feed and fuel prices, a global credit crisis and industry analysts skeptical about the company's debt load. Geographic Setting: Brazil; Colorado Industry Setting: Agribusiness; Beef industry; Meat industries Gross Revenues: $22 billion Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 21p UV0305 Title: James R. Steiner Author(s): Spekman, Robert E.; Ranson, Alexandra; Newton, Derek A. Publication Date: 10/23/1993 Revision Date: 07/14/2004 Product Type: Case (Field) Abstract: A medical supplies sales representative discusses how to identify potential managers and what he considers to be an organization's responsibility for developing its people. This interview offers students an intimate view of how an outstanding salesman thinks and feels about himself, his job, his company, and what motivates him. Subjects: NO SUBJECTS(KEYWORDS) Length: 13p Supplementary Materials: Teaching Note, (UV0306), 3p, by Robert E. Spekman Year New: 2007 504S27 Title: Jamestown Co., Spanish Version Author(s): Shapiro, Benson P.; Hoff, Edward J.
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Publication Date: 08/29/1983 Revision Date: 05/20/1985 Product Type: LACC Case Abstract: In May 1983 Ms. Katherine O'Brien, vice president of marketing, was deciding whether Jamestown should discontinue the use of independent representatives in favor of a direct company salesforce. Jamestown sold informal stoneware dinnerware through department and gift stores. A rewritten version of an earlier case. Geographic Setting: United States Industry Setting: Dinnerware industry Company Size: small Gross Revenues: $11 million sales Subjects: Consumer goods; Distribution channels; Sales management; Sales organization Length: 22p 584017 Title: Jamestown Co. Author(s): Shapiro, Benson P.; Hoff, Edward J. Publication Date: 08/29/1983 Revision Date: 05/20/1985 Product Type: Case (Field) Abstract: In May 1983 Ms. Katherine O'Brien, vice president of marketing, was deciding whether Jamestown should discontinue the use of independent representatives in favor of a direct company salesforce. Jamestown sold informal stoneware dinnerware through department and gift stores. A rewritten version of an earlier case. Geographic Setting: United States Industry Setting: Dinnerware industry Company Size: small Gross Revenues: $11 million sales Subjects: Consumer goods; Distribution channels; Sales management; Sales organization Length: 18p Supplementary Materials: Teaching Note, (584058), 9p, by Benson P. Shapiro 586133 Title: Jamestown Co., Software Case Author(s): Shapiro, Benson P. Publication Date: 05/14/1986 Product Type: Software Case Abstract: In May 1983 Katherine O'Brien, vice president of marketing, was deciding whether Jamestown should discontinue the use of independent representatives in favor of a direct company salesforce. Jamestown sold informal stoneware dinnerware through department and gift stores. THe Lotus 12-3 worksheet contains data from Table D, Exhibit 1, and Exhibit 5. This version of the case by B.P. Shapiro and E.J. Hoff has been written to provide information on its use with software available on Diskette No. 9 (9-086-009). Requires: Lotus 1-2-3 Release 1A; Category: Exhibit Template. Industry Setting: Consumer products Subjects: Consumer goods; Distribution channels; Sales management; Sales organization Length: 23p 905A09 Title: Jewellworld.com--Online Jewelry Shopping in China Author(s): Makino, Shigefumi; Fong, Anthony Publication Date: 05/16/2005 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The marketing manager of Jewellworld.com was faced with the problem of a saturated Hong Kong market, and has to consider ways in which to expand the business. In a meeting with the marketing director, who was responsible for the development of the Hong Kong and Chinese jewelry markets, one of the main topics was the expansion of the online shopping strategy into the B2C area in China; however, the staff of the marketing department held different views. The immediate question was whether Jewellworld.com should move into the B2C area at full speed or wait and see how other competitors fared in the China online market. The other issue was the segmentation that Jewellworld should employ if they decide to enter the B2C market in China. A competitor had established retail stores across China. The question was whether Jewellworld should aim to cover all market segments and product lines, or target young people who tend to use the Internet more frequently. Geographic Setting: China; Hong Kong Industry Setting: Accessories industry; Apparel industry Subjects: NO SUBJECTS(KEYWORDS) Length: 22p Supplementary Materials: Teaching Note, (805A09), 6p, by Shigefumi Makino, Anthony Fong Year New: 2006 579121 Title: Jim Thompson for Governor Author(s): Farris, Paul W.; Edelman, Richard W.; Patterson, Don E. Publication Date: 11/30/1978 Revision Date: 12/18/1981 Product Type: Case (Field) Abstract: Includes extensive market research data reporting voter opinions and intentions. These have to be analyzed, together with the costs of various media to formulate a sensible advertising plan. In addition, students
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must wrestle with the problems of campaign timing and coordination of all of the above with fund-raising activities. Geographic Setting: Illinois Industry Setting: Government & regulatory Subjects: Advertising strategy; Market research; Politics; Polls & surveys; State government Length: 29p 80505 Title: Job Matching for Better Sales Performance Author(s): Greenberg, Herbert M.; Greenberg, Jeanne Publication Date: 09/01/1980 Product Type: Harvard Business Review Article Abstract: The prevalent hiring tenets for salespeople are myths. A survey of 18,000 individuals and a control group of equal size shows that age, sex, race, experience, and educational criteria are irrelevant in deciding who will make the best salespeople. What is significant is matching a candidate's personality dynamics with the job. The survey indicates that the job-matching approach is far superior to standard ways of hiring. Subjects: Recruitment; Sales management Length: 6p 588051 Title: John Hancock Financial Services: Sports Sponsorship Author(s): Greyser, Stephen A.; Teopaco, John L. Publication Date: 12/17/1987 Product Type: Case (Field) Abstract: Senior corporate communications executives of a major financial services firm are reviewing the company's sports sponsorship program and are considering expanding it. Hancock already is the corporate sponsor of the Boston Marathon and has the opportunity to sponsor the Sun Bowl (football game). Major questions include the role and evaluation of sports sponsorship as part of Hancock's image enhancement initiatives. May be used with: (592057) Magic Johnson: Endorsements "After"...?. Geographic Setting: Boston, MA Industry Setting: Financial services Company Size: large Subjects: Advertising; Communication strategy; Financial services; Public relations Length: 30p 599027 Title: John Hancock Sports Sponsorship: 1993-2000 and Beyond Author(s): Greyser, Stephen A.; Teopaco, John L.
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Publication Date: 12/30/1998 Product Type: Case (Field) Abstract: Examines sports sponsorship at John Hancock through 1998 and prospectively beyond. From its early sponsorship of the legendary Boston Marathon, the company had expanded its activities substantially. It was one of the worldwide "Top Sponsor" companies of the Olympics, a very significant expenditure. The company also sponsors the U.S. Tour of World Gymnastics Champions and Figure Skating Champions. Students must analyze the company's activities in the context of benefits to John Hancock and its constituencies. Considerable description is included of ways the company tries to "leverage" its sponsorships. The company's principles of sports sponsorships are included. Geographic Setting: United States Industry Setting: Financial services Company Size: large Subjects: Advertising; Insurance; Sports Length: 10p 598130 Title: Johnson & Johnson Merck Consumer Pharmaceuticals Co.: The Launch and Rise of Pepcid AC Author(s): King, Charles; Silk, Alvin J.; Berndt, Ernst; Klein, Lisa R. Publication Date: 03/12/1998 Revision Date: 07/29/1998 Product Type: Case (Field) Abstract: Beating the early odds, Pepcid AC has not only won the race to be first in the OTC market but done so in record time. With the product having just reached retail shelves, management turns to the competitive threat posed by the launch of Tagamet, which looms only weeks away. Teaching Purpose: Nature and significance of first mover advantage in switching a pharmaceutical brand from the prescription to the OTC market. Withdrawn 07/02/03 use (500073). Geographic Setting: United States Industry Setting: Over-the-counter products Gross Revenues: $500 million revenues Subjects: Brands; Competition; Market entry; Pharmaceuticals industry Length: 10p 503S68 Title: Johnson & Johnson: The Tylenol Tragedy, Spanish Version Author(s): Greyser, Stephen A. Publication Date: 10/12/1982 Revision Date: 05/26/1992 Product Type: LACC Case Abstract: In October 1982, Johnson & Johnson was confronted with a major crisis when seven deaths were attributed to poisoned Tylenol. The case reviews the facts as known a week after the incident occurred, and raises a wide range of questions regarding consumer behavior, corporate responsibility, and competitive reaction. Geographic Setting: United States Industry Setting: Pharmaceutical industry Company Size: Fortune 500 Subjects: Consumer behavior; Corporate responsibility; Management of crises; Pharmaceuticals; Product recalls; Product safety Length: 3p 583043 Title: Johnson & Johnson: The Tylenol Tragedy Author(s): Greyser, Stephen A. Publication Date: 10/12/1982 Revision Date: 05/26/1992 Product Type: Case (Library) Abstract: In October 1982, Johnson & Johnson was confronted with a major crisis when seven deaths were attributed to poisoned Tylenol. The case reviews the facts as known a week after the incident occurred, and raises a wide range of questions regarding consumer behavior, corporate responsibility, and competitive reaction. Geographic Setting: United States Industry Setting: Pharmaceutical industry Company Size: Fortune 500 Subjects: Consumer behavior; Corporate responsibility; Management of crises; Pharmaceuticals; Product recalls; Product safety Length: 3p 582094 Title: Johnson Chemical Corp. Author(s): Corey, E. Raymond Publication Date: 01/26/1982 Product Type: Case (Field) Abstract: A manufacturer of polyvinyl chloride resin bids against its own customers on a vinyl film contract. The incident forces a decision on an effective sales policy in this area. Geographic Setting: United States Industry Setting: Plastics industry Company Size: large Subjects: Customer relations; Marketing management; Plastics; Product planning & policy; Sales management Length: 8p 583046 Title: Johnson Wax: Enhance (A) Author(s): Clarke, Darrel G. Publication Date: 10/25/1982 Revision Date: 08/02/1999 Product Type: Case (Field) Abstract: Johnson Wax has produced a new hair conditioner for problem hair.
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Before committing themselves to test market, they analyze the new product using a field based, pretest-market procedure called ASSESSOR. The testing reveals product positioning, advertising, and promotion insights which are important in the repositioning of the product. Geographic Setting: Midwestern United States Industry Setting: Personal care products Company Size: large Subjects: Consumer goods; Market research; New product marketing; Product development; Product positioning; Test markets Length: 29p Supplementary Materials: Teaching Note, (592101), 12p, by Robert J. Dolan 586138 Title: Johnson Wax: Enhance (A), Software Case Author(s): Clarke, Darrel G. Publication Date: 05/19/1986 Product Type: Software Case Abstract: Johnson Wax has produced a new hair conditioner for problem hair. Before committing themselves to test market, they analyze the new product using a field based, pretest-market procedure called ASSESSOR. After the initial ASSESSOR indicated problems in formulation, product position, and advertising copy, Enhance was modified and retested. Enhance is well below predicted share. Is the fault in the product, strategy, or execution of the plan? The software provides an alternative planning model to facilitate comparison of alternate marketing plans that affect the level of advertising and sampling based trial and repeat. This version of the case has been written to provide information on its use with software available on Diskette No. 9 (9086-009). Requires: Lotus 1-2-3 Release 1A; Category: Caseware. Industry Setting: Consumer products Subjects: Consumer goods; Market research; New product marketing; Product development; Product positioning; Test markets Length: 45p 584009 Title: Johnson Wax: Enhance (B) Author(s): Clarke, Darrel G. Publication Date: 07/18/1983 Revision Date: 09/11/1986 Product Type: Case (Field) Abstract: After the initial ASSESSOR indicated problems in formulation, product position, and advertising copy, Enhance was modified and retested using ASSESSOR. Compares the new results as well as presenting teaching
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study data. Enhance is well below predicted share. Is the fault in the product, strategy, or execution of the plan? Geographic Setting: Midwestern United States Industry Setting: Personal care products Company Size: large Subjects: Consumer goods; Market research; Market share; New product marketing; Test markets Length: 24p Supplementary Materials: Teaching Note, (592101), 12p, by Robert J. Dolan 586139 Title: Johnson Wax: Enhance (B), Software Case Author(s): Clarke, Darrel G. Publication Date: 05/19/1986 Product Type: Software Case Abstract: Enhance is well below predicted share. Is the fault in the product, strategy, or execution of the plan? The pro forma model is intended for use in developing a 12 month marketing plan for the introduction of Enhance. Advertising, price, sampling, and distribution plans are required, as are estimates of awareness, trial and repeat. The field-reconciliation worksheet is a summary of the marketing research results in the case. This version of the case has been written to provide information on its use with software available on Diskette No. 9 (9-086-009). Requires: Lotus 1-2-3 Release 1A; Category: Caseware. Industry Setting: Consumer products Subjects: Consumer goods; Market research; New product marketing; Product development; Product positioning; Test markets Length: 28p 582149 Title: Jordan Marsh Co.: Merchandising Men's Tailored Clothing Author(s): Tedlow, Richard S. Publication Date: 02/15/1982 Revision Date: 08/21/1984 Product Type: Case (Field) Abstract: Centers on the problem of how the largest department store in New England can more profitably merchandise men's tailored clothing--a product line which is particularly difficult to manage. Calls upon the student to analyze trends in the department store business in general and in the suit business specifically. The student must master both the complex costs involved and also the qualitative problems posed by selling an expensive item that has both a functional and a fashion component. Geographic Setting: New England Industry Setting: Retail industry; Apparel industry Subjects: Clothing; Department stores; Marketing management; Marketing strategy; Product lines; Retailing Length: 28p 4456BC Title: Journey: How the Meeting of Past, Present, and Future Affects Consumer Thinking Author(s): Zaltman, Gerald; Zaltman, Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter Abstract: How we frame time and unfolding events--the essence of "journey" as a deep metaphor-influences such consumer decisions as home buying, financial planning, charitable giving, health care, snacks, vacations, and many more. This chapter looks at what journeys reveal about consumers. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors; (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit; (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities; (4454BC) Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking; (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking; (4457BC) Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking; (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking; (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking; (4460BC) Control: How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking; (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering--Understanding the Minds of Consumers. Subjects: NO SUBJECTS(KEYWORDS) Length: 21p List Price: $6.95 Year New: 2007 9270 Title: Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage (Hardcover) Author(s): Fallon, Pat; Senn, Fred Publication Date: 07/18/2006 Product Type: HBS Press Book Abstract: Too many companies think creativity means throwing money into marketing efforts and giving lip service to
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"out of the box" thinking. But such efforts rarely have a positive impact on the bottom line. Pat Fallon and Fred Senn argue that leaders have more creativity within their organizations than they realize--but they inadvertently stifle it or channel it in ineffective ways. Juicing the Orange outlines a disciplined approach to building creativity actively into the organizational culture and leveraging that creativity into campaigns that deliver measurable results. Drawing from 25 years of successful marketing and acclaimed, award-winning work, the authors show that bankable, creative ideas come from zeroing in on the one key business problem that must be solved and then rigorously unearthing insights that will lead to a spectacular solution. Behind-the-scenes stories of successful and failed campaigns for companies in diverse industries reveal the core secrets of training for creativity: develop a proprietary brand emotion, offer big ideas without a big budget, and get customers to seek out your message. Illustrating the link between creativity and profits, Juicing the Orange helps industry players measure their success at the cash register. Subjects: NO SUBJECTS(KEYWORDS) Length: 240p List Price: $26.95 Year New: 2006 BR0607 Title: July-August 2006 Issue of the Harvard Business Review Publication Date: 07/01/2006 Product Type: HBR Issue Abstract: The July-August 2006 issue features: "How Right Should the Customer Be?" "Ending the War Between Sales and Marketing," "Match Your Sales Force Structure to Your Business Life Cycle," "Leading Change from the Top Line: The HBR Interview," "Better Sales Networks," "The Sales Learning Curve," and "The Ultimately Accountable Job: Leading Today's Sales Organization." Industry Setting: Pharmaceutical industry Subjects: NO SUBJECTS(KEYWORDS) List Price: $16.95 Year New: 2006 504S09 Title: Jurassic Park, Spanish Version Author(s): Quelch, John A. Publication Date: 11/20/1995 Revision Date: 03/28/2000 Product Type: Case (Field) Abstract: Managers at MCA/Universal Merchandising are reviewing worldwide merchandising and licensing
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arrangements for the movie Jurassic Park. Teaching Purpose: To review the development of a global merchandising and licensing program for an entertainment property. Geographic Setting: Global Industry Setting: Entertainment industry Gross Revenues: $1 billion revenues Subjects: Entertainment industry; International marketing; Licensing; Merchandising Length: 19p 596014 Title: Jurassic Park Author(s): Quelch, John A. Publication Date: 11/20/1995 Revision Date: 03/28/2000 Product Type: Case (Field) Abstract: Managers at MCA/Universal Merchandising are reviewing worldwide merchandising and licensing arrangements for the movie Jurassic Park. Geographic Setting: Global Industry Setting: Entertainment industry Gross Revenues: $1 billion revenues Subjects: Entertainment industry; International marketing; Licensing; Merchandising Length: 18p Supplementary Materials: Teaching Note, (596081), 9p, by John A. Quelch F0504J Title: Just My Type Author(s): Henderson, Pamela W. Publication Date: 04/01/2005 Product Type: Harvard Business Review Article Abstract: Your choice of typeface tells customers whether your brand is attractive, innovative, dishonest, or unpleasant. Industry Setting: Advertising industry Subjects: Advertising; Brands; Communication; Consumer marketing Length: 2p Year New: 2005 511045 Title: K-B Products Corp. Author(s): Cardozo, Richard N. Publication Date: 12/01/1965 Revision Date: 01/01/1981 Product Type: Case (Field) Abstract: Discusses whether a manufacturer of canned mushrooms can develop a brand preference and command a premium price for his products. Geographic Setting: Hudson, NY Industry Setting: Canned food industry Event Year Start: 1965 Event Year End: 1965 Subjects: Brands; Food; Marketing strategy; Pricing; Sales promotions Length: 23p 577136 Title: KCTS: Channel 9, Seattle Author(s): Lovelock, Christopher H.; Wilkinson LH Publication Date: 03/01/1977 Revision Date: 07/01/1980 Product Type: Case (Field) Abstract: The director of programming at Channel 9, Seattle's principal public television station, is making selections for next autumn's program schedule. He must evaluate findings of an audience poll and other research studies, making tradeoffs between audience preferences, programming hours available, and financial constraints. Exhibits include details of KCTS and competitive programming, plus data from research studies. Geographic Setting: Seattle, WA Industry Setting: Broadcasting industry Subjects: Communications industry; Market research; Nonprofit marketing; Polls & surveys; Product lines; Scheduling Length: 25p Supplementary Materials: Teaching Note, (578063), 11p, by Christopher H. Lovelock 501070 Title: KONE: The MonoSpace Launch in Germany Author(s): Narayandas, Das; Swartz, Gordon Publication Date: 05/21/2001 Revision Date: 02/25/2005 Product Type: Case (Field) Abstract: Focuses on the launch of a new elevator product in Germany. In 1996, global construction slumps and low differentiation among competitive offerings has led to significant price competition and margin erosion in the elevator industry. In these circumstances, KONE, one of the global players in this industry, has developed the Monospace elevator product that uses revolutionary technologies. This new product is expected to have a significant impact on the current product lines of KONE and its competitors. The firm has test marketed the product in three European country markets to varying degrees of success. The firm is now planning to launch the new product in Germany, the largest country market in Europe and vital to KONE's overall success. With little room for error and the future of the firm at stake, KONE's German subsidiary needs to develop a detailed launch plan for Monospace in Germany. Geographic Setting: Germany; Europe Industry Setting: Elevator industry
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Number of Employees: 20,000 Gross Revenues: $2 billion revenues Subjects: Business marketing; Europe; Germany; Marketing planning; Marketing strategy; New product marketing; Product management; Scandinavia Length: 21p Supplementary Materials: Teaching Note, (503068), 22p, by Das Narayandas 503S07 Title: KONE: The MonoSpace Launch in Germany, Spanish Version Author(s): Narayandas, Das; Swartz, Gordon Publication Date: 05/21/2001 Product Type: LACC Case Abstract: Focuses on the launch of a new elevator product in Germany. In 1996, global construction slumps and low differentiation among competitive offerings has led to significant price competition and margin erosion in the elevator industry. In these circumstances, KONE, one of the global players in this industry, has developed the Monospace elevator product that uses revolutionary technologies. This new product is expected to have a significant impact on the current product lines of KONE and its competitors. The firm has test marketed the product in three European country markets to varying degrees of success. The firm is now planing to launch the new product in Germany, the largest country market in Europe and vital to KONE's overall success. With little room for error and the future of the firm at stake, KONE's German subsidiary needs to develop a detailed launch plan for Monospace in Germany. Geographic Setting: Germany; Europe Industry Setting: Elevator industry Number of Employees: 20,000 Gross Revenues: $2 billion revenues Subjects: Business marketing; Europe; Germany; Marketing planning; Marketing strategy; New product marketing; Product management; Scandinavia Length: 22p 501003 Title: Kana Communications Author(s): Sarvary, Miklos Publication Date: 09/12/2000 Revision Date: 04/10/2001 Product Type: Case (Field) Abstract: Kana is a young Internet software company wondering how it should react to the rapid emergence of Application Service Providers (ASPs), firms that host software applications for customers who can reach those via the Internet. ASPs may be a new channel of distribution for software vendors. Issues of channel design, channel conflict, and
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resource allocation are all addressed. Geographic Setting: United States Industry Setting: Internet & online services industries; Software industry Number of Employees: 400 Gross Revenues: $6-10 million revenues Subjects: Distribution channels; Internet; Product planning & policy; Software Length: 16p Supplementary Materials: Teaching Note, (501036), 9p, by Miklos Sarvary 106006 Title: Kansai Digital Phone: Zutto, Gaining Japanese Loyalty Author(s): Martinez-Jerez, F. Asis; Dillon, James R. Publication Date: 07/19/2005 Revision Date: 03/27/2007 Product Type: Case (Field) Abstract: Ted Katagi, marketing strategy manager of Kansai Digital Phone (KDP), utilizes customer lifetime value as a key metric to prioritize initiatives in an emergency plan to turn around the company. KDP is a regional phone company in Japan with less than stellar performance. Katagi is sent from the U.S. partner, Airtouch (later Vodafone), to assemble a team to design and implement a plan that improves company to performance. Katagi must quickly prioritize actions and then assess the expected economic impact. Geographic Setting: Japan Industry Setting: Mobile phone Gross Revenues: 56 billion yen revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 15p Supplementary Materials: Teaching Note, (107064), 26p, by F. Asis Martinez-Jerez Year New: 2005 591012 Title: Kao Corp. Author(s): Quelch, John A.; Stern, Aimee L.; Kameda, Noriko Publication Date: 09/18/1990 Revision Date: 11/04/1994 Product Type: Case (Field) Abstract: As the Japanese diaper market expands, Kao management must determine its response to new product introductions by its two major competitors. Options include launching a new premium priced brand or a new low priced brand, or increasing advertising and promotion expenditures for Kao's current diaper line. Geographic Setting: Japan Industry Setting: Disposable paper product industry Gross Revenues: 369 billion Yen Subjects: Distribution; Japan; Marketing strategy; Product development; Product management Length: 17p Supplementary Materials: Teaching Note, (591138), 9p, by John A. Quelch, Elisa M. Palter 580144 Title: Kearney & Trecker Corp. (B) Author(s): Shapiro, Benson P.; Sherman, Jeffrey J. Publication Date: 05/01/1980 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Designed as an in class hand-out. Must be used with: (580143) Kearney & Trecker Corp. (A). Industry Setting: Engineering; Machine tool industry; Tool Subjects: Engineering; Industry structure; Machine tools; Pricing strategy; Product development; Product lines; Tools Length: 4p 3336 Title: Keeping Customers (Hardcover) Author(s): Sviokla, John J.; Shapiro, Benson P. Publication Date: 04/09/1993 Product Type: HBS Press Book Abstract: The 1990s are being coined "the decade of the customer," implying that greater attention to the customer's needs and perceptions is necessary to stay competitive. But Keeping Customers clearly illustrates that being customer-oriented is a more complex matter than simply beefing up customer service. It is a dynamic process that requires a set of interconnected management actions, implemented over time, to continually build and enhance relationships with customers as their demands evolve. A leading group of Harvard Business Review authors, including practitioners and analysts, illuminates key principles in building quality and service into a competitive package that increases value for the customer without sacrificing company profits. The book provides a provocative and comprehensive approach to an increasingly vital topic, and together with its companion volume, Seeking Customers, offers invaluable guidelines for achieving long-term profitability. Subjects: Customer relations; Customer retention; Customer service; Loyalty; Marketing implementation Length: 416p List Price: $45.00 R0304Z Title: Keeping to the Fairway (Commentary for HBR Case Study)
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Author(s): Waite, Thomas J.; Zyman, Sergio; Murphy, James E.; SkildumReid, Kim; Argenti, Paul A. Publication Date: 04/01/2003 Product Type: Harvard Business Review Article Abstract: Sandy Michaels, chief marketing officer of financial services giant Pace Sterling, faces a tough dilemma now that the high-profile golf tournament her company sponsors has been tainted with controversy. The Dover Hill country club, where the prestigious Champions invitational is played, accepts only men as members. This year, a powerful women's organization has decided to make a bigger issue of that exclusivity. Under pressure from the Women's Rights Organization (WRO) to withdraw its support, Pace Sterling must think about the marketing value it gets from the sponsorship and how much that value might be diminished--or heightened--by the controversy. CEO Cal Buckley enlists the help of Michaels and other senior executives in the company to determine just that. Michaels firmly believes that Pace Sterling should stay the course and sponsor the event. Michaels is unwavering--that is, until the day she comes across this newspaper headline: "Tommy Ward Should Boycott Dover Hill." Ward is the undisputed king of the golf world and the odds-on favorite to win the Champions. The WRO is clearly turning up the volume. Should Pace Sterling proceed with its sponsorship? May be used with: (R0304X) Keeping to the Fairway (HBR Case Study). Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2005 R0304A Title: Keeping to the Fairway (HBR Case Study and Commentary) Author(s): Waite, Thomas J.; Zyman, Sergio; Murphy, James E.; SkildumReid, Kim; Argenti, Paul A. Publication Date: 04/01/2003 Product Type: Harvard Business Review Article Abstract: Sandy Michaels, chief marketing officer of financial services giant Pace Sterling, faces a tough dilemma now that the high-profile golf tournament her company sponsors has been tainted with controversy. The Dover Hill country club, where the prestigious Champions invitational is played, accepts only men as members. This year, a powerful women's organization has decided to make a bigger issue of that exclusivity. Under pressure from the Women's Rights
Marketing
Organization (WRO) to withdraw its support, Pace Sterling must think about the marketing value it gets from the sponsorship and how much that value might be diminished--or heightened--by the controversy. CEO Cal Buckley enlists the help of Michaels and other senior executives in the company to determine just that. Michaels firmly believes that Pace Sterling should stay the course and sponsor the event. Michaels is unwavering--that is, until the day she comes across this newspaper headline: "Tommy Ward Should Boycott Dover Hill." Ward is the undisputed king of the golf world and the odds-on favorite to win the Champions. The WRO is clearly turning up the volume. Should Pace Sterling proceed with its sponsorship? Subjects: Brand management; Brands; HBR Case Discussions; Marketing planning; Marketing strategy Length: 8p NEW R0304X Title: Keeping to the Fairway (HBR Case Study) Author(s): Waite, Thomas J. Publication Date: 04/01/2003 Product Type: Harvard Business Review Article Abstract: Sandy Michaels, chief marketing officer of financial services giant Pace Sterling, faces a tough dilemma now that the high-profile golf tournament her company sponsors has been tainted with controversy. The Dover Hill country club, where the prestigious Champions invitational is played, accepts only men as members. This year, a powerful women's organization has decided to make a bigger issue of that exclusivity. Under pressure from the Women's Rights Organization (WRO) to withdraw its support, Pace Sterling must think about the marketing value it gets from the sponsorship and how much that value might be diminished--or heightened--by the controversy. CEO Cal Buckley enlists the help of Michaels and other senior executives in the company to determine just that. Michaels firmly believes that Pace Sterling should stay the course and sponsor the event. Michaels is unwavering--that is, until the day she comes across this newspaper headline: "Tommy Ward Should Boycott Dover Hill." Ward is the undisputed king of the golf world and the odds-on favorite to win the Champions. The WRO is clearly turning up the volume. Should Pace Sterling proceed with its sponsorship? May be used with: (R0304Z) Keeping to the Fairway (Commentary for HBR Case Study). Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2005 580148 Title: Kendall-Vetmat Author(s): Reibstein, David J.; Webster, Elizabeth N. Publication Date: 05/01/1980 Product Type: Case (Field) Abstract: Discusses the role of market research in a product manager's decision process. Traces the development of market research information for the introduction of a new product, and presents a manager's dilemma of receiving market data that are inconsistent with expectations and plans. How should the product manager merge this information with the decision? Geographic Setting: United States Industry Setting: Veterinary Company Size: large Gross Revenues: $650 million sales Subjects: Forecasting; Market research; Medical supplies; New product marketing; Product management; Research & development Length: 31p Supplementary Materials: Teaching Note, (580160), 6p, by David J. Reibstein, Elizabeth N. Webster 574036 Title: Kenics Corp. Author(s): Sorenson, Ralph Z., II; Frederick, Kenneth Publication Date: 11/01/1973 Revision Date: 11/25/1985 Product Type: Case (Field) Abstract: At what point in the early development of a high technology firm should it begin to look for foreign sales? Having decided to expand internationally, what basic marketing strategy should be followed, especially in Europe? Geographic Setting: Europe; United States Company Size: small Gross Revenues: $5 million sales Subjects: Expansion; Industrial markets; International marketing; Marketing strategy; Multinational corporations Length: 24p Supplementary Materials: Teaching Note, (584141), 24p, by Benson P. Shapiro 513151 Title: Kennedy Capacitor (A) Author(s): Sultan, Ralph G.M. Publication Date: 02/20/1967 Revision Date: 10/21/1975 Product Type: Case (Field) Abstract: Discusses policies and
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strategies in the electrical equipment market. Three objectives: obtain more profitable price levels, restore Kennedy's historical market share, and obtain more stable prices. Geographic Setting: United States Industry Setting: Capacitors & resistors Event Year Start: 1964 Event Year End: 1964 Subjects: Machinery; Marketing strategy; Pricing strategy; Sales management Length: 27p 9-408-057 Title: Kenny Kahn at Muzak (A) Author(s): Stecker, Emily A.; Hill, Linda A. Publication Date: 05/12/2008 Revision Date: 06/18/2009 Product Type: Case (Field) Abstract: Founded in 1934, Muzak pioneered the industry of background music. Equipped with propriety technology and a vast music library, over the ensuing decades the Muzak franchise organization expanded geographically. Despite a history of innovation, by the late 1990s Muzak had anemic financials and low employee morale. When new CEO Bill Boyd took the helm in 1997, he assembled a new management team. The new VP of Marketing, Kenny Kahn, worked with design firm Pentagram to re-brand the company, not just for customers but to spark organizational change. But because Muzak was a franchise organization, Kahn had to convince independent affiliates to pay for what turned out to be an extensive rebranding. This case can be used to teach how branding can be used as a tool for spearheading culture change; not to exercise influence without authority and how businesspeople can effectively work with a design firm. Gross Revenues: $200 million Subjects: NO SUBJECTS(KEYWORDS) Length: 23p Year New: 2008 9-408-069 Title: Kenny Kahn at Muzak (B) Author(s): Stecker, Emily A.; Hill, Linda A. Publication Date: 05/12/2008 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. Subjects: NO SUBJECTS(KEYWORDS) Length: 14p Year New: 2008 KEL021 Title: Keurig at Home
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Author(s): Anderson, Eric T. Publication Date: 02/28/2005 Product Type: Case (Field) Abstract: In February 2003, President and CEO Nick Lazaris faces critical decisions on Keurig's launch of a new consumer coffee brewing system. Keurig has successfully sold single-cup brewing systems through commercial distribution channels and is now expanding to the lucrative consumer segment. However, a meeting with key strategic partners six months prior to launch raised questions about the product design. This prompted the Keurig management team to revisit its decisions on product design, pricing, and the marketing plan. With six months to launch, what should the company do? Geographic Setting: United States Industry Setting: Beverage industry Event Year Start: 2003 Event Year End: 2003 Subjects: NO SUBJECTS(KEYWORDS) Length: 19p Supplementary Materials: Teaching Note, (KEL137), 14p, by Eric T. Anderson Year New: 2005 590054 Title: Key Interfaces Author(s): Cespedes, Frank V. Publication Date: 10/31/1989 Product Type: Note Abstract: Written as an introduction to a module dealing with marketing organization in relation to other functional areas in a firm for the secondyear MBA course, Marketing Implementation. Discusses the boundary-spanning role of marketing in the organization, issues that typically accompany such a role, and a framework for assessing marketing's interactions with other functional areas. Subjects: Marketing management; Marketing organization; Sales organization Length: 8p 75502 Title: Key Options in Market Selection and Product Planning Author(s): Corey, E. Raymond Publication Date: 09/01/1975 Product Type: Harvard Business Review Article Abstract: The success of Crown Cork and Seal in the beer can and aerosol container markets is attributable to their concentration on specialized design and manufacturing for those two specific high growth markets. While competitors diversified and lost container market shares to former customers engaged in self manufacture, Crown Cork's careful market strategy paid off. Market choice demands a long range commitment in terms of customer base, competition and required resources. Horizontal and vertical product-market choices allow a company to concentrate marketing where it has an advantage over competitors. Choice of product/market position at the beginning or the end of the market depends on company commitment to manufacturing, quality control and service. Subjects: Industrial markets; Market research; Marketing strategy; Product planning & policy Length: 8p C0201B Title: Kicking the Tires of Corporate Reputation Author(s): Sandberg, Kirsten D. Publication Date: 01/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: Can corporate rankings give you a real understanding of what a company is like on the inside? Corporate reputation is the consensus of perceptions about how a firm will behave in any given situation, based on what people know about it, including financial performance. But reputation is not about likeability--messages must have real content backed by real performance. This article covers how to use stock price as an indicator of reputation and cautions companies always to remember their core ideology by reinforcing and rewarding behavior that supports the core. Subjects: Public relations; Valuation Length: 2p List Price: $4.50 504067 Title: Kikkoman Corp.: Consumer Focused Innovation Author(s): Deshpande, Rohit; Hogan, Hal Publication Date: 01/05/2004 Revision Date: 08/15/2005 Product Type: Case (Field) Abstract: In May 2003, the president and CEO of Kikkoman Corp. sat in his Tokyo office weighing various options for strengthening the company's long-term growth. Kikkoman was the world's largest producer of soy sauce, largely due to its pioneering role since the 1950s as the leading promoter of the product, particularly in non-Asian markets. But times had changed. The domestic Japanese market was saturated, competition had increased, and Kikkoman needed to think of innovative ways to increase revenue. Geographic Setting: Japan; United States Industry Setting: Food industry
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Number of Employees: 4,200 Event Year Start: 2003 Event Year End: 2003 Subjects: Food; Global Research Group; Innovation; International marketing; Japan; Marketing strategy; Product positioning Length: 35p R0312G Title: Kill a Brand, Keep a Customer Author(s): Kumar, Nirmalya Publication Date: 12/01/2003 Product Type: Harvard Business Review Article Abstract: Most brands don't make much money. Year after year, businesses generate 80% to 90% of their profits from less than 20% of their brands. Yet most companies tend to ignore lossmaking brands, unaware of the hidden costs they incur. That's because executives believe it's easy to erase a brand; they have only to stop investing in it, they assume, and it will die a natural death. But they're wrong. When companies drop brands clumsily, they antagonize loyal customers: Research shows that seven times out of eight, when firms merge two brands, the market share of the new brand never reaches the combined share of the two original ones. It doesn't have to be that way. Smart companies use a four-step process to kill brands methodically. First, CEOs make the case for rationalization by getting groups of senior executives to conduct joint audits of the brand portfolio. Next, executives need to decide how many brands will be retained, which they do either by setting broad parameters that all brands must meet or by identifying the brands they need to cater to all the customer segments in their markets. Third, executives must dispose of the brands they've decided to drop, deciding in each case whether it is appropriate to merge, sell, milk, or just eliminate the brand outright. Finally, it's critical that executives invest the resources they've freed to grow the brands they've retained. Subjects: Brand management; Customer retention; Divestiture; Growth strategy; Market segmentation Length: 10p NEW IMD155 Title: Kimura K.K.: Can This Customer Be Saved? Author(s): Turpin, Dominique Publication Date: 01/01/2001 Revision Date: 05/20/2003 Product Type: Case (Pub Mat) Publisher: IMD - International Institute for Management Development
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Abstract: Pramtex, an Australian company established in 1985, was one of the emerging star players in optical disk production equipment. Known for its high-quality products, the company had a solid presence in all key Asian markets. So far, Pramtex had stayed ahead of its competitors by concentrating on production line technology for emerging disk formats. However, the company was becoming increasingly vulnerable to competition as the industry matured. John Reef, product manager at Pramtex, had reason for concern when he learned that one of their major Japanese customers, Kimura K.K., had decided against purchasing three machines from Pramtex for a new factory in Taiwan. This was the second Japanese customer Pramtex had lost in a single week. Geographic Setting: Japan; Australia Industry Setting: Computer storage device; High technology Subjects: Asia; Australia; Customer relations; Customer retention; Electronics; High technology; High technology products; International business; Japan; Marketing strategy; Sales management; Technology Length: 14p Supplementary Materials: Teaching Note, (IMD156), 9p, by Dominique Turpin NEW BH006 Title: The King Is Dead Author(s): Muskin, Jerold B. Publication Date: 09/15/1998 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Consumers rule with divine right in the marketplace. However, the "customer" in business-to-business relationships has no such right. Asserting and enforcing such a right makes the customer-king a villain, because it yields inferior performance of the value chain of which the "customer" is incidentally one part. The performance of a value chain depends on how activities are allocated among its members; the efficiency, creativity, and market responsiveness with which those activities are accomplished; and, most important, the extent to which the activities are integrated. Performance must be analyzed in terms of the profitability effects on the total chain. With unification, reorganizing and coordinating business functions in the chain can be expected to reduce costs, lower asset investments, and improve sales volume and revenues. But rejecting the idea that the members of the value chain dance to the customer's tune is a necessary condition for the unified value chain to exist. Subjects: Customer relations; Marketing management; Marketing strategy Length: 6p 592048 Title: King Island Dairies, Pty. Ltd. Author(s): Goldberg, Ray A.; Jones DF Publication Date: 11/05/1991 Product Type: Case (Field) Abstract: King Island Dairy developed specialty cheese products. Case discusses how to position this company in Australia given import and domestic market changes. Geographic Setting: Australia Industry Setting: Dairy industry Company Size: small Number of Employees: 150 Subjects: Agribusiness; Australia; Exports; Food; Marketing strategy Length: 25p 595013 Title: The King-Size Co. Author(s): Bell, David E.; Starr Gordon, Dinny Publication Date: 07/12/1994 Revision Date: 08/11/1998 Product Type: Case (Field) Abstract: King-Size is a mail-order company specializing in apparel for big and tall men. The case describes their operations in some detail. Issues include appropriate marketing decisions and expansion strategy. Industry Setting: Apparel industry; Retail industry Subjects: Clothing; Direct marketing; Retailing Length: 23p Supplementary Materials: Teaching Note, (595053), 7p, by David E. Bell 506020 Title: Kingsford Charcoal Author(s): Narayandas, Das; Wagonfeld, Alison Berkley Publication Date: 09/19/2005 Revision Date: 07/20/2006 Product Type: Case (Field) Abstract: Since the 1980s, Kingsford had continued to enjoy steady, moderate growth of 1% to 3% in revenues each year. During most of this time, the charcoal category as a whole grew as well. However, the summer of 2000 represented the first softening in the category in several years. Forces students to step into the brand manager's shoes, analyze the reasons for the current situation, and come up with recommendations related to pricing, branding and advertising, and merchandising and promotion of the Kingsford brand.
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Geographic Setting: North America Industry Setting: Consumer products Gross Revenues: $4 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 19p Supplementary Materials: Teaching Note, (507013), 12p, by Das Narayandas Year New: 2005 506024 Title: Kinko's Author(s): McGovern, Gail; Schulman, Seth Publication Date: 10/05/2005 Product Type: Color Case Abstract: Over the decades, Kinko's had forged a deep emotional bond with consumers by easing their anxiety and helping them solve pressing document processing problems. By 2003, however, consumer research revealed that a confusing retail experience had eroded some of this good will. Challenged to increase revenues for this segment and the company as a whole, Kinko's CEO and president faced a momentous decision: Should he radically overhaul the retail business, or should he shift resources to Kinko's healthier commercial business, "harvesting" the retail business for short-term profit? Geographic Setting: United States Industry Setting: Printing industry Number of Employees: 21,000 Gross Revenues: $2 billion revenues Event Year Start: 2003 Event Year End: 2003 Subjects: NO SUBJECTS(KEYWORDS) Length: 23p Supplementary Materials: Teaching Note, (507011), 15p, by Gail McGovern Year New: 2005 IMD075 Title: Kirin Brewery Co. Ltd. (A) Author(s): Turpin, Dominique; Miller, Joyce Publication Date: 01/01/1990 Revision Date: 05/03/2004 Product Type: Case (Field) Publisher: IMD - International Institute for Management Development Abstract: With more than 60% of the beer market in Japan, Kirin Brewery was recently challenged by the No. 3 player, Asahi Brewery, with a new beer--Super Dry. The management has reviewed the beer market in 1987 and must decide what actions to take, if any. Geographic Setting: Japan Industry Setting: Beer Gross Revenues: $31 billion Japanese yen revenues Subjects: Beverages; Competition; Industry analysis; Japan; Marketing
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strategy Length: 25p Supplementary Materials: Teaching Note, (IMD078), 14p, by Dominique Turpin; Supplement (Field), (IMD076), 12p, by Dominique Turpin, Joyce Miller; Supplement (Pub Mat), (IMD077), 2p, by Dominique Turpin, Rebecca Chung; Supplement (Field), (IMD226), 2p, by Dominique Turpin, Rebecca Chung Year New: 2005 IMD076 Title: Kirin Brewery Co. Ltd. (B) Author(s): Turpin, Dominique; Miller, Joyce Publication Date: 01/01/1998 Revision Date: 05/03/2004 Product Type: Supplement (Field) Publisher: IMD - International Institute for Management Development Abstract: An abstract is not available for this product. Must be used with: (IMD075) Kirin Brewery Co. Ltd. (A). Subjects: Beverages; Competition; Industry analysis; Japan; Marketing strategy Length: 12p Supplementary Materials: Teaching Note, (IMD078), 14p, by Dominique Turpin Year New: 2005 IMD077 Title: Kirin Brewery Co. Ltd. (C) Author(s): Turpin, Dominique; Chung, Rebecca Publication Date: 01/01/1990 Revision Date: 05/03/2004 Product Type: Supplement (Pub Mat) Publisher: IMD - International Institute for Management Development Abstract: An abstract is not available for this product. Must be used with: (IMD075) Kirin Brewery Co. Ltd. (A). Subjects: Beverages; Competition; Industry analysis; Japan; Marketing strategy Length: 2p Supplementary Materials: Teaching Note, (IMD078), 14p, by Dominique Turpin Year New: 2005 IMD226 Title: Kirin Brewery Co. Ltd. (D) Author(s): Turpin, Dominique; Chung, Rebecca Publication Date: 05/03/2004 Product Type: Supplement (Field) Publisher: IMD - International Institute for Management Development Abstract: Supplements the (A) case. Must be used with: (IMD075) Kirin Brewery Co. Ltd. (A). Geographic Setting: Japan Subjects: Beverages; Competition; Industry analysis; Japan; Marketing strategy Length: 2p Supplementary Materials: Teaching Note, (IMD078), 14p, by Dominique Turpin Year New: 2005 R0603J Title: Knowing What to Sell, When, and to Whom Author(s): Kumar, V; Venkatesan, Rajkumar; Reinartz, Werner Publication Date: 03/01/2006 Product Type: Harvard Business Review Article Abstract: Despite an abundance of data, most companies do a poor job of predicting the behavior of their customers. In fact, the authors' research suggests that even companies that take the greatest trouble over their predictions about whether a particular customer will buy a particular product are correct only around 55% of the time--a result that hardly justifies the costs of having a customer relationship management (CRM) system in the first place. Businesses usually conclude from studies like this that it's impossible to use the past to predict the future, so they revert to the timeworn marketing practice of inundating their customers with offers. But as the authors explain, the reason for the poor predictions is not any basic limitation of CRM systems or the predictive power of past behavior, but rather of the mathematical methods that companies use to interpret the data. The authors have developed a new way of predicting customer behavior, based on the work of the Nobel Prize-winning economist Daniel McFadden, that delivers vastly improved results. Indeed, the methodology increases the odds of successfully predicting a specific purchase by a specific customer at a specific time to about 85%, a number that will have a major impact on any company's marketing ROI. What's more, using this methodology, companies can increase revenues while reducing their frequency of customer contact--evidence that overcommunication with customers may actually damage a company's sales. Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2006 574046 Title: Knox Chemical Corp. Author(s): Corey, E. Raymond; Winslow D; Publication Date: 01/01/1974 Revision Date: 01/01/1977 Product Type: Case (Field) Abstract: Concerns the pricing decision
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that should be taken in an industry that has five large producers and significant excess capacity. The product is isopropenol, a chemical used to make a wide range of other products--plastics, synthetic fibers, pharmaceuticals, agricultural chemicals, and coatings. Geographic Setting: United States Industry Setting: Chemical industry Company Size: large Subjects: Chemicals; Industrial markets; Pricing; Production capacity Length: 19p Supplementary Materials: Teaching Note, (583105), 7p, by E. Raymond Corey 507S11 Title: Koc Holding: Arcelik White Goods, Spanish Version Author(s): Quelch, John A.; Root, Robin Publication Date: 09/03/1997 Product Type: LACC Case Abstract: Management is considering its options for future international expansion. Koc is the dominant supplier of white goods (kitchen appliances) in Turkey and has been increasing its export efforts. As lower import tariffs invite foreign competitors to enter Turkey, Koc must decide how to balance defense of its domestic market share against further foreign expansion. Geographic Setting: Turkey Industry Setting: Appliance industry Number of Employees: 36,000 Gross Revenues: $15 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 22p 598033 Title: Koc Holding: Arcelik White Goods Author(s): Quelch, John A.; Root, Robin Publication Date: 09/03/1997 Revision Date: 09/29/1997 Product Type: Case (Field) Abstract: Management is considering its options for future international expansion. Koc is the dominant supplier of white goods (kitchen appliances) in Turkey and has been increasing its export efforts. As lower import tariffs invite foreign competitors to enter Turkey, Koc must decide how to balance defense of its domestic market share against further foreign expansion. Geographic Setting: Turkey Industry Setting: Appliance industry Company Size: large Number of Employees: 36,000 Gross Revenues: $15 billion revenues Subjects: Appliances; Corporate strategy; Expansion; International banking; Marketing management; Middle East Length: 19p
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Supplementary Materials: Teaching Note, (598079), 11p, by John A. Quelch 591015 Title: Kodak and Polaroid: Consumer Compensation Author(s): Quelch, John A.; Smith, N. Craig Publication Date: 03/22/1991 Product Type: Case (Library) Abstract: Ethical situation in which losing party to patent infringement lawsuit must determine fair compensation to customers who purchased the now obsolete equipment. Geographic Setting: United States Industry Setting: Photographic equipment & supplies Company Size: Fortune 500 Subjects: Consumer marketing; Ethics; Legal aspects of business; Patents; Sales promotions Length: 5p Supplementary Materials: Teaching Note, (591118), 6p, by John A. Quelch, Elisa M. Palter 906A19 Title: Kraft Foods: The Coffee Pod Launch (A) Author(s): Ritchie, Robin; Visram, Aleem Publication Date: 11/03/2006 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The product manager for coffee development at Kraft Canada must decide whether to introduce the company's new line of single-serve coffee pods or await results from the United States. Key strategic decisions include which target market to focus on and what value proposition to signal. Important questions are also raised as to how the new product should be branded, which flavors to offer, whether Kraft should use traditional distribution channels or direct-to-store delivery, and what forms of advertising and promotion to use. Must be used with: (906A26) Kraft Foods: The Coffee Pod Launch (B). Geographic Setting: Canada Industry Setting: Food industry Subjects: NO SUBJECTS(KEYWORDS) Length: 22p Year New: 2006 906A26 Title: Kraft Foods: The Coffee Pod Launch (B) Author(s): Ritchie, Robin; Visram, Aleem Publication Date: 09/22/2006 Product Type: Supplement (Field) Publisher: Richard Ivey School of Business/UWO Abstract: An abstract is not available for this product. Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Supplementary Materials: Case (Field), (906A19), 22p, by Robin Ritchie, Aleem Visram Year New: 2007 589041 Title: Kraft Foodservice Author(s): Quelch, John A.; Shelman, Mary L. Publication Date: 01/09/1989 Revision Date: 02/02/1989 Product Type: Case (Field) Abstract: Managers of Kraft's foodservice operation in Australia are meeting in 1985 to decide on the marketing strategy of the unit. Specifically, they must determine whether Kraft should remain as a manufacturer of foodservice products selling through independent distributors or become a superdistributor as Kraft has become in the U.S. Geographic Setting: United States; Australia Industry Setting: Food industry Company Size: large Gross Revenues: $770 million revenues Subjects: Australia; Distribution; Food; Logistics; Marketing strategy; Services Length: 20p Supplementary Materials: Teaching Note, (593025), 13p, by John A. Quelch, Elisa M. Palter 580125 Title: Kramer Pharmaceuticals, Inc. Author(s): Newton, Derek A. Publication Date: 03/01/1980 Revision Date: 02/01/1984 Product Type: Case (Field) Abstract: The 12-year career of Mr. Bob Marsh is traced, from recruitment to termination. Data on Kramer's sales management, performance evaluation, compensation, and sales training systems are given. Geographic Setting: United States Industry Setting: Pharmaceutical industry Company Size: mid-size Gross Revenues: $400 million annual sales Subjects: Performance appraisal; Pharmaceuticals; Sales compensation; Sales management; Terminations Length: 8p Supplementary Materials: Teaching Note, (583130), 10p, by Thomas V. Bonoma
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502S05 Title: L'Oreal of Paris: Bringing "Class to Mass" with Plenitude, Spanish Version Author(s): Dolan, Robert J. Publication Date: 08/08/2002 Product Type: LACC Case Abstract: L'Oreal's strategy is to "trickle down" technology over time from highend outlets like department stores to mass markets, such as drugstores. The mass market brand Plenitude has become the market leader in France, but sales in the United States have been such that even eight years after introduction the product continues to lose money. The case presents qualitative market research data to enable students to diagnose the problem and develop an action plan. Geographic Setting: France; United States Industry Setting: Cosmetic Gross Revenues: $1 billion revenues Subjects: Consumer behavior; Cosmetics; Distribution channels; France; International business; Market research; Pricing; Product positioning Length: 38p 598056 Title: L'Oreal of Paris: Bringing "Class to Mass" with Plenitude Author(s): Dolan, Robert J. Publication Date: 10/23/1997 Product Type: Color Case Abstract: L'Oreal's strategy is to "trickle down" technology over time from highend outlets like department stores to mass-markets, such as drugstores. The mass market brand Plenitude has become the market leader in France, but even eight years after introduction in the United States, the product continues to lose money. The case presents qualitative market research data to enable students to diagnose the problem and develop an action plan. Includes color exhibits. Geographic Setting: France; United States Industry Setting: Cosmetic Gross Revenues: $1 billion revenues Subjects: Consumer behavior; Cosmetics; Distribution channels; France; International business; Market research; Pricing; Product positioning Length: 37p Supplementary Materials: Teaching Note, (599017), 15p, by Robert J. Dolan BESTSELLER 575065 Title: L'eggs Products, Inc. (A) Author(s): DeBruicker, F. Stewart; Singer, Harvey N. Publication Date: 12/01/1974 Product Type: Case (Field)
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Abstract: Having nearly achieved national distribution of L'eggs products branded hosiery products, the management group is evaluating alternative programs for their first national promotion. The brand is facing strong competition in its retail outlets for the first time, and there is wide variation in local competitive situations. Can a single national promotion be justified in view of the prevailing local situations? Can the alternatives be implemented? Students must evaluate four possible promotions and recommend suitable action for the management group to take. Geographic Setting: Winston-Salem, NC Industry Setting: Hosiery Company Size: mid-size Gross Revenues: $100 million sales Subjects: Clothing; Marketing management; Planning; Product lines; Sales management; Sales promotions Length: 24p 575066 Title: L'eggs Products, Inc. (B) Author(s): DeBruicker, F. Stewart; Singer, Harvey N. Publication Date: 12/01/1974 Product Type: Case (Field) Abstract: In considering its first national promotion for its line of L'eggs branded hosiery products, management conducted a series of tests involving four alternative programs. The student must evaluate the tests and make a recommendation as to which program best accomplishes the objectives of the promotional strategy. Geographic Setting: Winston-Salem, NC Industry Setting: Hosiery Company Size: mid-size Gross Revenues: $100 million sales Subjects: Clothing; Market research; Planning; Sales promotions; Test markets Length: 24p 506S03 Title: L'eggs Products, Inc. (Condensed), Spanish Version Author(s): Star, Stephen H. Publication Date: 03/01/2075 Revision Date: 04/29/1985 Product Type: LACC Case Abstract: Describes designing an advertising or promotion program to sustain the momentum on L'eggs successful market entry. Geographic Setting: United States Industry Setting: Hosiery Subjects: NO SUBJECTS(KEYWORDS) Length: 19p 575090 Title: L'eggs Products, Inc. (Condensed) Author(s): Star, Stephen H. Publication Date: 03/03/1975 Revision Date: 04/29/1985 Product Type: Case (Field) Abstract: Describes designing an advertising or promotion program to sustain the momentum on L'eggs successful market entry. Geographic Setting: United States Industry Setting: Hosiery Company Size: mid-size Subjects: Advertising strategy; Clothing; Market research; Sales promotions; Test markets Length: 19p 805084 Title: L. Londell McMillan (A) Author(s): Bagley, Constance E.; Williams, DD Publication Date: 02/22/2005 Product Type: Case (Field) Abstract: On the plane back to New York City, L. Londell McMillan focused on the music on his headphones, the latest offering from his friend and longtime client, Prince Rogers Nelson--the artist known as "Prince." McMillan and Prince had spent several days contemplating a strategy for the release of Musicology, Prince's newest albumlength recording. As McMillan reflected on their discussions, the infectious music on his headphones underscored the enormous commercial potential of this project. To realize the full value of that potential, however, McMillan would have to work with Prince to craft and execute a carefully developed plan to market and distribute the album. Geographic Setting: New York, NY Industry Setting: Entertainment industry Number of Employees: 20 Subjects: Contracts; Distribution planning; Entertainment industry; Legal aspects of business; Marketing planning Length: 11p Supplementary Materials: Teaching Note, (806144), 6p, by Constance E. Bagley Year New: 2006 581159 Title: L.L. Bean, Inc.: Corporate Strategy Author(s): Takeuchi, Hirotaka; Merliss, Penny Pittman Publication Date: 06/01/1981 Revision Date: 05/18/1988 Product Type: Case (Field) Abstract: L.L. Bean, Inc., a Mainebased manufacturer and mail-order retailer of sporting goods and apparel, has grown from $3 million in sales (1967) to over $120 million (1980).
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Current projections predict an annual compounded growth of 25% through 1985. Management must decide how to achieve this growth: through mail order, by opening more retail stores, by increasing manufacturing operations, or by going international. In managing growth, the company president is determined to maintain the highly personal service, excellent product quality, and friendly, informal working environment which he considers key to the company's popularity with customers and employees. Geographic Setting: United States Industry Setting: Mail order; Sporting goods & equipment industry; Retail industry Gross Revenues: $120 million sales Subjects: Direct marketing; Distribution planning; Growth strategy; Recreational equipment; Retailing; Strategic planning Length: 26p Supplementary Materials: Teaching Note, (591086), 10p, by Walter J. Salmon, David Wylie 598054 Title: LSG/Sky Chefs and Meal Solutions Author(s): Goldberg, Ray A.; Clay, Tom Publication Date: 12/01/1997 Product Type: Case (Field) Abstract: The food industry is moving to become more consumer oriented and to provide "meal solutions" to busy customers on the run. Can an airplane catering service convert or partner to participate in this broader industry? If so, how? Teaching Purpose: To understand the home meal replacement market and Sky Chef's potential position in it. Geographic Setting: United States Industry Setting: Food processing industry Gross Revenues: $775 million revenues Subjects: Food; Market entry; Marketing strategy Length: 25p 504S08 Title: Land Rover North America, Inc., Spanish Version Author(s): Fournier, Susan Publication Date: 09/01/1995 Revision Date: 08/30/1996 Product Type: LACC Case Abstract: Charles Hughes, President and CEO of Land Rover North America, Inc., is debating product positioning options for the new Land Rover Discovery. The positioning decision must consider the role of the Discovery vis-avis other vehicles in the LRNA line, the brand's strengths and weaknesses versus competition, and the positioning of the Land Rover umbrella brand in the
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U.K. An allocation of marketing funds across brands and mix elements must also be determined and decisions on the company's innovative retailing strategy and experience marketing initiatives made. The case contains rich consumer behavior data. Teaching Purpose: 1) Demonstrates the process of turning consumer research data into sound brand and line positioning recommendations; 2) Exposes students to concepts of brand personality and brand equity and shows how these shape and contain management decisions; 3) Explores difficulties of managing brand equity on global basis. Geographic Setting: United States Industry Setting: Automotive industry Number of Employees: 80 Subjects: Advertising; Automobiles; Brands; Market research; Marketing mixes; Product management; Product positioning Length: 34p Year New: 2007 596036 Title: Land Rover North America, Inc. Author(s): Fournier, Susan Publication Date: 09/01/1995 Revision Date: 08/30/1996 Product Type: Color Case Abstract: Charles Hughes, president and CEO of Land Rover North America, Inc., is debating product positioning options for the new Land Rover Discovery. The positioning decision must consider the role of the Discovery vis-`avis other vehicles in the LRNA line, the brand's strengths and weaknesses versus competition, and the positioning of the Land Rover umbrella brand in the U.K. An allocation of marketing funds across brands and mix elements must also be determined and decisions on the company's innovative retailing strategy and experience marketing initiatives made. The case contains rich consumer behavior data. Includes color exhibits. Geographic Setting: United States Industry Setting: Automotive industry Number of Employees: 80 Subjects: Advertising; Automobiles; Brands; Market research; Marketing mixes; Product management; Product positioning Length: 32p Supplementary Materials: Case Video, (598501), 7 min, by Land Rover North America; Teaching Note, (597043), 20p, by Susan Fournier; Case Video, DVD, (598500), 7 min, by Land Rover North America BESTSELLER 598500 Title: Land Rover North America, Inc., Video (DVD) Author(s): Land Rover North America Publication Date: 11/04/1997 Product Type: Case Video, DVD Abstract: Contains the following TV advertising: 1) introductory spots Range Rover, 2) introductory spots Defender, 3) round one introductory spots Discovery, 4) round two Discovery spots, and 5) LRNA master brand advertising. To be used as illustration of past advertising, and to reveal advertising produced after decisions presented in the case. Must be used with: (596036) Land Rover North America, Inc. Industry Setting: Advertising industry; Automotive industry Subjects: NO SUBJECTS(KEYWORDS) Length: 7 min Year New: 2005 598501 Title: Land Rover North America, Inc., Video Author(s): Land Rover North America Publication Date: 11/04/1997 Product Type: Case Video Abstract: Contains the following TV advertising: 1) introductory spots Range Rover, 2) introductory spots Defender, 3) round one introductory spots Discovery, 4) round two Discovery spots, and 5) LRNA master brand advertising. To be used as illustration of past advertising, and to reveal advertising produced after decisions presented in the case. Must be used with: (596036) Land Rover North America, Inc. Industry Setting: Advertising industry; Automotive industry Subjects: Advertising; Automobiles; Brands; Market research; Marketing mixes; Product management; Product positioning Length: 7 min List Price: $150.00 98A025 Title: The Launch of MBANX Author(s): Barclay, Donald Publication Date: 09/02/1998 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: From a strategic perspective, the Bank of Montreal, a major Canadian bank, has committed to entering the "virtual banking" marketplace in Canada. There is also the potential to launch later in the United States and Mexico. They plan to do this in a preemptive fashion to gain first mover advantage. This means no extensive pilots and a short time to launch. The decision makers are charged with developing a complete launch strategy. They have two years of tentative ideas to work with, but a number of major decisions on product
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line, pricing, communications, salesforce, and so on must still be made. To date, this case has been successfully used to set the stage for marketing management courses and to kick off marketing management modules in executive development programs. Geographic Setting: Canada Industry Setting: Banking industry Company Size: large Subjects: Banking; Canada; Consumer marketing; Electronic commerce; Market entry; Marketing strategy; New product marketing Length: 22p Supplementary Materials: Teaching Note, (898A25), 11p, by Donald Barclay 502S27 Title: Launching the BMW Z3 Roadster, Spanish Version Author(s): Fournier, Susan; Dolan, Robert J. Publication Date: 08/09/2002 Product Type: LACC Case Abstract: James McDowell, vice president of marketing at BMW North America, must design Phase II communication strategies for the launch of the new BMW Z3 Roadster. The program follows an "out-of-the-box" prelaunch campaign centered on the placement of the product in the November 1996 James Bond hit movie, GoldenEye, and including other "nontraditional" elements such as a product appearance on Jay Leno's Tonight Show, an offering of a Bond Edition Roadster in the Neiman Marcus Christmas Catalog, and large-scale public relations activities. McDowell must assess the effectiveness of the prelaunch activities and design marketing tactics that can sustain product excitement until product availability in March. Industry Setting: Automotive industry Subjects: Automobiles; Brands; Communication strategy; New product marketing; Product positioning; Public relations Length: 25p 597002 Title: Launching the BMW Z3 Roadster Author(s): Fournier, Susan; Dolan, Robert J. Publication Date: 02/14/1997 Revision Date: 01/08/2002 Product Type: Color Case Abstract: James McDowell, vice president of marketing at BMW North America, Inc., must design Phase II communication strategies for the launch of the new BMW Z3 Roadster. The program follows an "out-of-the-box" prelaunch campaign centered on the placement of the product in the
Marketing
November 1996 James Bond hit movie, "GoldenEye", and including other "nontraditional" elements such as a product appearance on Jay Leno's Tonight Show, an offering of a Bond Edition Roadster in the Neiman Marcus Christmas Catalog, and large-scale public relations activities. McDowell must assess the effectiveness of the prelaunch activities and design marketing tactics that can sustain product excitement until product availability in March. Includes color exhibits. Industry Setting: Automotive industry Subjects: Automobiles; Brands; Communication strategy; New product marketing; Product positioning; Public relations Length: 25p Supplementary Materials: Teaching Note, (500025), 32p, by Susan Fournier, Andrea Wojnicki; Case Video, (500502), 32 min, by Susan Fournier, Robert J. Dolan; Case Video, DVD, (500501), 32 min, by Susan Fournier, Robert J. Dolan; Case Video, Streaming, (1-179-4), 32 min, by Susan Fournier, Robert J. Dolan BESTSELLER 500501 Title: Launching the BMW Z3 Roadster, Video (DVD) Author(s): Fournier, Susan; Dolan, Robert J. Publication Date: 05/01/2000 Product Type: Case Video, DVD Abstract: Contains two BMW Z3 television commercials used at launch, a Jay Leno Tonight Show segment, a Bryant Gumbel Today Show segment, Central Park PR event coverage, and Go: An American Road Story (promotional video from BMW). Must be used with: (597002) Launching the BMW Z3 Roadster. Industry Setting: Automotive industry Subjects: NO SUBJECTS(KEYWORDS) Length: 32 min Year New: 2005 500502 Title: Launching the BMW Z3 Roadster, Video Author(s): Fournier, Susan; Dolan, Robert J. Publication Date: 05/01/2000 Product Type: Case Video Abstract: Contains two BMW Z3 television commercials used at launch, a Jay Leno Tonight Show segment, a Bryant Gumbel Today Show segment, Central Park PR event coverage, and Go: An American Road Story (promotional video from BMW). Must be used with: (597002) Launching the BMW Z3 Roadster. Industry Setting: Automotive industry Subjects: Automobiles; Brands; Communication strategy; New product marketing; Product positioning; Public relations Length: 32 min List Price: $150.00 505020 Title: Launching the New MINI Author(s): Holt, Douglas B.; Quelch, John A. Publication Date: 11/01/2004 Revision Date: 02/09/2005 Product Type: Multimedia Case Medium: Videotape Abstract: Focuses on how strategy is transformed into creative branding materials. Reports on the development of a wide variety of brand communication materials produced to support the MINI launch in the United States. MINI USA executives worked with their ad agency Crispin Porter & Bogusky to develop these materials to address a variety of challenging strategic issues. Asks students to reverseengineer the brand strategy from these documents. Geographic Setting: New Jersey; United States Industry Setting: Automotive industry Number of Employees: 65 Gross Revenues: $400 million revenues Event Year Start: 2003 Event Year End: 2003 Subjects: Automobiles; Brands; Creativity; Marketing strategy; New product marketing; Product development Supplementary Materials: Teaching Note, (505040), 7p, by Douglas B. Holt, John A. Quelch Year New: 2005 580124 Title: Lawford Electric Co. Author(s): Newton, Derek A. Publication Date: 03/01/1980 Product Type: Case (Field) Abstract: Observes a salesman in a complex selling situation. Geographic Setting: New York, NY Industry Setting: Electronic instruments & controls Company Size: mid-size Gross Revenues: $200 million annual sales Subjects: Competition; Electric industries; Sales management Length: 9p 583082 Title: Lawford Electric Co.: Distribution Transformer Pricing Author(s): Jackson, Barbara B. Publication Date: 11/29/1982 Product Type: Case (Field)
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Abstract: Prices for distribution transformers are unsettled and low. Lawford faces a soft market, plus changes in the ways utilities evaluate prices. Any pricing actions must also make sense in light of the electrical equipment industry's history of price fixing violations. A Brief Note on Pricing in the Electrical Equipment Industry provides material that may be used with this case. Geographic Setting: United States Industry Setting: Electronic instruments & controls Subjects: Antitrust laws; Electric industries; Industrial markets; Machinery; Pricing Length: 13p 9-509-050 Title: LeBron James Author(s): Elberse, Anita; McCall, Jeff Publication Date: 01/31/2009 Product Type: Case (Field) Abstract: In 2005, to the astonishment of many sports industry insiders, superstar basketball player LeBron James fired his agent and established his own firm, LRMR, to handle all aspects of his business ventures and marketing activities and named his childhood friend Maverick Carter as the CEO. LRMR is tasked with turning James into a global icon as well as help him reach his personal goal of becoming basketball's first billionaire. In late 2008, James has entered various lucrative endorsement deals, and is considering three exclusive videogame endorsement opportunities from Electronic Arts, 2K Games, and Xbox Live to add to his portfolio. Allows for a rich discussion about how superstar athletes and other celebrities can create and capture value from their brands as well as what role talent agencies and other intermediaries play in that process. Provides in-depth information on three endorsement opportunities that each represent a common way in which talent can (choose to) get compensated: through a fixed-fee payment, a bonus payment structure, or a revenue-sharing agreement. Industry Setting: Arts, entertainment & sports; Basketball; Home entertainment equipment; Professional sports teams & organizations Subjects: NO SUBJECTS(KEYWORDS) Length: 4p 1075 Title: Open Enterprise Publication Date: 02/10/2011 Product Type: Other Abstract: An abstract is not available for this product.
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Subjects: NO SUBJECTS(KEYWORDS) Length: 256p List Price: 0 Year New: 2008 96210 Title: Learning from Customer Defections Author(s): Reichheld, Frederick F. Publication Date: 03/01/1996 Product Type: Harvard Business Review Article Abstract: U.S. corporations lose half their customers every five years. But most managers fail to address that fact head-on by striving to learn why those defectors left. They are making a mistake, because a climbing defection rate is a sign that a business is in trouble. By analyzing the causes of defection, managers can learn how to stem the decline and build a successful enterprise. The longer customers stay with a company, the more they are worth. The key to customer loyalty is value creation. The key to value creation is organizational learning. And the key to organizational learning, says the author, is grasping the value of failure. Subjects: Customer relations; Customer retention; Loyalty; Market research; Organizational learning Length: 14p BESTSELLER 89307 Title: Learning from Losing a Customer Author(s): Green, David Publication Date: 05/01/1989 Product Type: Harvard Business Review Article Abstract: For a long time VideoStar Connections, Inc. had supplied Digital Equipment Corp. with temporary satellite networks for private TV programs. When a Digital contract for a permanent TV installation went to a new competitor, VideoStar was forced to take a fresh look at its business. Self-examination revealed the importance of the customer's perception of the business, the product, and its own needs. VideoStar's response was to determine what business to aim for, to summon help from customers and suppliers, and to build long-term relationships through its sales force to garner operational support and maintenance contracts. Industry Setting: Communications industry Subjects: Communications industry; Competition; Corporate strategy; Customer relations; Sales management Length: 4p 500038 Title: Lees Supermarkets: Customer Loyalty Programs Author(s): Bell, David E.; Lal, Rajiv; Leamon, Ann Publication Date: 11/15/1999 Product Type: Case (Field) Abstract: Albert Lees is trying to redesign his grocery store's loyalty program. In reviewing his data, he wonders if he should continue to charge lower prices to his most profitable customers, as conventional wisdon would have it, or reward them in other ways. If so, what could work? And what should he do about the less-profitable customers who still are loyal buyers? Teaching Purpose: To introduce students to loyalty marketing and to decile analysis. Geographic Setting: Massachusetts Industry Setting: Food industry; Retail industry Number of Employees: 100 Gross Revenues: $15 million revenues Subjects: Loyalty; Marketing strategy; Retailing; Supermarkets Length: 17p 579008 Title: Legal Issues in Distribution Strategy (I): Vertical Restrictions on Distributors Author(s): Cady, John F. Publication Date: 08/02/1978 Revision Date: 10/02/1978 Product Type: Note Abstract: Describes and discusses the current legal state of manufacturer's restrictions on independent distributors and the implications for management. Subjects: Antitrust laws; Competition; Distribution; Legal aspects of business; Regulation Length: 9p 579078 Title: Legal Issues in Distribution Strategy (II): Dealings with Distributors Author(s): Cady, John F. Publication Date: 10/16/1978 Revision Date: 12/01/1978 Product Type: Note Abstract: Discusses the legal issues which are frequently encountered by manufacturers in their dealings with independent distributors. Exclusive dealing, tying arrangements, refusing to deal, and distributor termination are examined. Subjects: Antitrust laws; Distribution planning; Legal aspects of business Length: 11p 588009 Title: Legal Restrictions on Marketing Management, Introduction Author(s): Kaufmann, Patrick J. Publication Date: 07/29/1987 Revision Date: 01/29/1993
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Product Type: Note Abstract: Reviews several key areas in the marketing manager's legal environment and is organized around the marketing mix variables. In the pricing section it covers price fixing, resale price maintenance, discriminatory pricing, and predatory pricing. In the distribution section it covers tying; exclusive dealing; and territory, location, and customer restrictions. In the promotion section it covers unfair acts and practices and deceptive acts and practices. In the product section it covers patents, trademarks, copyrights, warranties, product liability, and product safety regulation. This note is not a complete survey of the law on the subjects covered, but is rather an introduction to the complexities of the marketing manager's legal environment. Subjects: Antitrust laws; Distribution channels; Legal aspects of business; Marketing management; Pricing; Product liability Length: 16p 585007 Title: Legal and Ethical Aspects of Marketing Author(s): Shapiro, Benson P. Publication Date: 07/18/1984 Revision Date: 06/27/1985 Product Type: Note Abstract: Presents a simple framework for understanding the legal and regulatory aspects of marketing. Reviews the legal aspects of each part of the marketing mix. Ends with a discussion of dilemmas in ethical decision making and provides an ethical charter. Subjects: Ethics; Legal aspects of business; Marketing management; Regulation Length: 10p 509717 Title: Lenovo 2006-2008 Advertising Clips, Video (DVD) Author(s): Quelch, John A. Publication Date: 08/29/2008 Product Type: Video Abstract: A series of eight ad clips reinforcing brand recognition from the period 2006-2008 of Lenovo Computers leading up to the 2008 Beijing Olympics. Geographic Setting: China Event Year Start: 2006 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 5 min List Price: $150.00 9-509-718 Title: Lenovo 2006-2008 Advertising Clips, Video (VHS)
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Author(s): Quelch, John A. Publication Date: 08/29/2008 Product Type: Video Abstract: A series of eight ad clips reinforcing brand recognition from the period 2006-2008 of Lenovo Computers leading up to the 2008 Beijing Olympics. Geographic Setting: China Event Year Start: 2006 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 5 min List Price: $150.00 9-509-711 Title: Lenovo Chief Marketing Officer and Senior VP E-Commerce, Deepak Advani, Interviewed by John Quelch, Video Supplement (DVD) Author(s): Quelch, John A. Publication Date: 08/29/2008 Product Type: Video Abstract: Professor John Quelch interviewed Lenovo CMO, Deepak Advani, regarding Lenovo's buy-out of IBM's personal computer business, and Lenovo's marketing strategy leading up to the 2008 Summer Olympics in Beijing, China. Geographic Setting: China Industry Setting: Personal computer industry Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 9 min List Price: $150.00 9-509-712 Title: Lenovo Chief Marketing Officer and Senior VP E-Commerce, Deepak Advani, Interviewed by Professor John Quelch, Video Supplement (VHS) Author(s): Quelch, John A. Publication Date: 08/29/2008 Product Type: Video Abstract: Professor John Quelch interviewed Lenovo CMO, Deepak Advani, regarding Lenovo's buy-out of IBM's personal computer business, and Lenovo's marketing strategy leading up to the 2008 Summer Olympics in Beijing, China. Geographic Setting: China Industry Setting: Personal computer industry Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 9 min List Price: $150.00 508703 Title: Lenovo: Building a Global Brand Author(s): Quelch, John A.; Knoop, Carin-Isabel; Habeeb, David Publication Date: 02/11/2008 Product Type: Multimedia Case Abstract: Announced in December 2004, the $1.75 billion acquisition of IBM's PC division by Lenovo, China's largest PC maker, made headlines around the world. A relative upstart in the business, Lenovo acquired the division of IBM that invented the PC in 1981. While Lenovo was arguably the best-known brand in China, it was virtually unknown in the rest of the world. In 2004, over 90% of Lenovo's revenues came from China, but with this major deal, Lenovo aimed to become a global technology giant. As a new multinational with 20,000 employees operating in 138 countries, Lenovo needed a global marketing and branding strategy to extent its global reach. This meant determining what Lenovo stood for and designing products that supported that claim. In January 2006, 13 months after the deal was announced and eight months after it closed, Lenovo is preparing for the intense limelight that would come with its sponsorship of the February 2006 Turin Winter Olympics. There, it plans to introduce a Lenovobranded product line designed from the bottom up for the small to medium enterprise space--a move considered very bold and risky by many observers. Geographic Setting: China; Global Number of Employees: 20,000 Gross Revenues: $3.2 billion revenues Event Year Start: 2004 Event Year End: 2004 Subjects: NO SUBJECTS(KEYWORDS) Length: 2 hours Supplementary Materials: Teaching Note, (508059), 13p, by John A. Quelch, Carin-Isabel Knoop Year New: 2008 507014 Title: Lenovo: Building a Global Brand Author(s): Quelch, John A.; Knoop, Carin-Isabel Publication Date: 07/19/2006 Revision Date: 10/19/2006 Product Type: Color Case Abstract: Announced in December 2004, the $1.75 billion acquisition of IBM's PC division by Lenovo, China's largest PC maker, made headlines around the world. A relative upstart in the business, Lenovo acquired the division of IBM that invented the PC in 1981. While Lenovo was arguably the best-known brand in China, it was virtually unknown in the rest of the world. In 2004, over 90% of Lenovo's revenues came from China, but with this major deal, Lenovo aimed to become a global technology giant. As a new multinational
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with 20,000 employees operating in 138 countries, Lenovo needed a global marketing and branding strategy to extend its global reach. This meant determining what Lenovo stood for and designing products that supported that claim. In January 2006, 13 months after the deal was announced and eight months after it closed, Lenovo is preparing for the intense limelight that would come with its sponsorship of the February 2006 Turin Winter Olympics. There, it plans to introduce a Lenovobranded product line designed from the bottom up for the small to medium enterprise space--a move considered very bold and risky by many observers. Geographic Setting: China; Global Industry Setting: IT industry Number of Employees: 20,000 Gross Revenues: $12 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 28p Supplementary Materials: Teaching Note, (507053), 12p, by John A. Quelch; Teaching Note, (508059), 13p, by John A. Quelch, Carin-Isabel Knoop; Video, (9-509-711), 9 min, by John A. Quelch; Video, (9-509-712), 9 min, by John A. Quelch Year New: 2006 9-507-S20 Title: Lenovo: Building a Global Brand, Spanish Version Author(s): Quelch, John A.; Knoop, Carin-Isabel Publication Date: 07/19/2006 Revision Date: 10/19/2006 Product Type: LACC Case Abstract: Announced in December 2004, the $1.75 billion acquisition of IBM's PC division by Lenovo, China's largest PC maker, made headlines around the world. A relative upstart in the business, Lenovo acquired the division of IBM that invented the PC in 1981. While Lenovo was arguably the best-known brand in China, it was virtually unknown in the rest of the world. In 2004, over 90% of Lenovo's revenues came from China, but with this major deal, Lenovo aimed to become a global technology giant. As a new multinational with 20,000 employees operating in 138 countries, Lenovo needed a global marketing and branding strategy to extend its global reach. This meant determining what Lenovo stood for and designing products that supported that claim. In January 2006, 13 months after the deal was announced and eight months after it closed, Lenovo is preparing for the intense limelight that would come with its sponsorship of the February 2006 Turin Winter Olympics. There, it plans to introduce a Lenovo-
Marketing
branded product line designed from the bottom up for the small to medium enterprise space--a move considered very bold and risky by many observers. Geographic Setting: China; Global Industry Setting: IT industry Number of Employees: 20,000 Gross Revenues: $12 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 30p Year New: 2006 507713 Title: Lenovo: Building a Global Brand, Video (DVD) Author(s): Quelch, John A.; Knoop, Carin-Isabel Publication Date: 03/01/2007 Product Type: Case Video, DVD Abstract: An abstract is not available for this product. Must be used with: (507014) Lenovo: Building a Global Brand. Subjects: NO SUBJECTS(KEYWORDS) Length: 11 min Year New: 2007 507714 Title: Lenovo: Building a Global Brand, Video (VHS) Author(s): Quelch, John A.; Knoop, Carin-Isabel Publication Date: 03/01/2007 Product Type: Case Video Abstract: An abstract is not available for this product. Must be used with: (507014) Lenovo: Building a Global Brand. Subjects: NO SUBJECTS(KEYWORDS) Length: 11 min List Price: $150.00 Year New: 2007 507715 Title: Lenovo: Building a Global Brand-6 Ad Clips for ThinkPad, Video (DVD) Author(s): Quelch, John A.; Knoop, Carin-Isabel Publication Date: 03/01/2007 Product Type: Case Video, DVD Abstract: An abstract is not available for this product. Must be used with: (507014) Lenovo: Building a Global Brand. Subjects: NO SUBJECTS(KEYWORDS) Length: 4 min Year New: 2007 507716 Title: Lenovo: Building a Global Brand-6 Ad Clips for ThinkPad, Video (VHS) Author(s): Quelch, John A.; Knoop, Carin-Isabel Publication Date: 03/01/2007 Product Type: Case Video Abstract: An abstract is not available for this product. Must be used with: (507014) Lenovo: Building a Global Brand. Subjects: NO SUBJECTS(KEYWORDS) Length: 4 min List Price: $150.00 Year New: 2007 571076 Title: Leo's Foodland Author(s): Applebaum W Publication Date: 04/30/1971 Revision Date: 08/30/1974 Product Type: Case (Field) Abstract: A very successful supermarket chain with a high quality and high price image--and no trading stamps--considers introducing discount merchandising but is concerned whether customer credibility can be established. Geographic Setting: United States Industry Setting: Food industry; Retail industry Gross Revenues: $120 million sales Event Year End: 1969 Subjects: Consumer behavior; Customer relations; Merchandising; Present value; Pricing; Supermarkets Length: 19p F0505H Title: Lessons from the Egg Master Author(s): Butman, John Publication Date: 05/01/2005 Product Type: Harvard Business Review Article Abstract: Faberge perfected the concept of the artisan brand, says author John Butman. Subjects: Brand management; Brands; Creativity; Marketing strategy Length: 1p Year New: 2005 BH274 Title: Lessons learned from renewable electricity marketing attempts: A case study Author(s): Rundle-Thiele, Sharon; Paladino, Angela; Apostol, Sergio Antonio G. Publication Date: 05/15/2008 Product Type: Case (Field) Publisher: Business Horizons/Indiana University Abstract: The choice of subscribing to renewable electricity has been available to Australian households for more than a decade, yet consumer uptake remains low for some green marketers. This case study uses a retailer's perspective to examine the implementation of a green marketing program for a renewable electricity retailer. Based on interviews,
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internal company documentation, and secondary research, findings show that effective differentiation for renewable energy is required to increase consumer involvement levels and the likelihood of consideration. While consumers lack understanding of, and interest in, renewable energy, the marketing program relied on customers to seek information. It was apparent the success of green marketing programs depends on the integration of education into a carefully targeted marketing program emphasizing functional and emotional values to differentiate renewable energy and simplify consumer decision-making processes. Subjects: NO SUBJECTS(KEYWORDS) Length: 10p 4853BC Title: Leveraging Cultural and Political Authority: A Cultural Model of Brand Equity Author(s): Holt, Douglas B. Publication Date: 09/15/2004 Product Type: HBS Press Chapter Abstract: For iconic brands, the brand is a symbol so equity is a collective phenomenon rather than a product of a brand's hold on individual customers. The brand becomes renowned for telling certain kinds of stories that are useful in addressing certain social desires and anxieties. Therefore, identity brands succeed when their managers draw on two important assets: cultural authority and political authority. Subjects: NO SUBJECTS(KEYWORDS) Length: 40p List Price: $6.95 Year New: 2007 R0607B Title: Leveraging the Psychology of the Salesperson: A Conversation with Psychologist and Anthropologist G. Clotaire Rapaille Author(s): Rapaille, G. Clotaire; Coutu, Diane L. Publication Date: 07/01/2006 Product Type: Harvard Business Review Article Abstract: We have to admire salespeople's resilience in the face of endless rejection, their certainty that things will work out in the end. At the same time, we're repelled by what their job can do to them. (Think Death of a Salesman and Glengarry Glen Ross, dramatic portraits of hollowness and moral capitulation.) Just what type of person goes into sales, and how do salespeople cope with their jobs? For insight into these questions, HBR approached G. Clotaire Rapaille, a
Marketing
psychologist, anthropologist, and marketing guru who researches the impact of culture on business and markets. In particular, he studies archetypes--the underlying patterns in psychology that illuminate the human condition--and shows organizations how to use those patterns to sharpen their sales and marketing efforts. He points out, for instance, that a keen understanding of the Great Mother archetype has helped Procter & Gamble achieve great success with Pantene hair products. By promoting nutrition--and reminding consumers that hair must be nurtured--the Pantene brand appeals to the maternal instinct. Rapaille says that salespeople have their own archetype: They are Happy Losers who relish rejection and actually seek out jobs that provide opportunities to be turned down. That, of course, has implications for how they should be managed. Rapaille's research shows that the leading motivator in sales is not money; it's the thrill of the chase. "Hold huge company meetings where you give a salesperson the gold medal of rejection," he advises. "Jonathan sold 500,000 computers last month, but he was rejected 5 million times! It may sound ludicrous, but this is the way to get fire in the belly of your sales force--particularly in America, where beating the odds is highly prized." Geographic Setting: France; Japan; Nicaragua; United States Industry Setting: Airline industry; Hair care product industry; Pharmaceutical industry Subjects: NO SUBJECTS(KEYWORDS) Length: 11p Year New: 2006 93510 Title: Leveraging to Beat the Odds: The New Marketing Mind-Set Author(s): Slywotzky, Adrian J.; Shapiro, Benson P. Publication Date: 09/01/1993 Product Type: Harvard Business Review Article Abstract: When it comes to marketing, concentrating on the four Ps - product development, price determination, place of distribution, and promotion - no longer ensures competitiveness. Relying on short-term thinking, many companies base their marketing budgets on annual sales forecasts and then demand immediate results based on dollars spent. These companies are confusing cause and effect. They don't realize that developing a "quality" customer base loyal customers who yield high profits can take many years. And quality is what matters for long-term success. Companies would do better treating marketing expenditures the same way they treat capital outlays: as investments that drive revenue over time. Many industry giants - Ivory Soap, Heinz Tomato Ketchup, and Ritz Crackers, to name a few - got that way through cumulative investment of years and even decades. Newcomers can leverage to beat the odds, however, and, with a shrewd strategy, turbocharge their returns. Subjects: Customer relations; Market analysis; Market research; Market share; Marketing strategy Length: 11p 572021 Title: Levi Strauss & Co. Author(s): Shapiro, Benson P. Publication Date: 09/01/1971 Revision Date: 03/27/1985 Product Type: Case (Field) Abstract: A large producer of apparel is faced with developing a program for its boys' wear operation, which has been neglected by the firm. Issues involve product policy, advertising, and channels of distribution and their relationships. Useful for a discussion of product policy, consumer behavior, or marketing programs. Geographic Setting: San Francisco, CA Industry Setting: Apparel industry Gross Revenues: $328 million sales Subjects: Advertising strategy; Clothing; Consumer behavior; Distribution channels; Marketing strategy; Product lines; Sales promotions Length: 15p 904A07 Title: Levi Strauss Canada Holding an Ember: The GWG (R) Brand Author(s): Pearce, Michael R.; Mark, Ken; Mitchell, Jordan Publication Date: 04/28/2004 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The director of marketing for Levi Strauss Canada needs to decide the fate of the GWG brand, a fallen giant in the Canadian jeans market. For the last three years, GWG has been licensed to a small manufacturer, who has failed to meet the requirements in the license agreement. Although the director wants to use some of the latent brand equity in GWG, Levi's and Dockers brands come first and she cannot divert marketing dollars toward the brand's revival. Also, she must be careful to manage her small but powerful portfolio of brands in the five main channels without cannibalizing the already declining volumes of the Levi's brand. Geographic Setting: Canada
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Industry Setting: Apparel industry Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Supplementary Materials: Teaching Note, (804A07), 16p, by Michael R. Pearce, Ken Mark, Jordan Mitchell Year New: 2005 M276 Title: Levi Strauss Japan K.K. Author(s): Montgomery, David B.; Carducci, Elizabeth; Horikawa, Akiko Publication Date: 05/11/2094 Revision Date: 06/13/2006 Product Type: Case (Field) Publisher: Stanford University Abstract: As a result of a coordinated strategy to establish Levi's as the original, premium American jean, Levi Strauss Japan K.K. has become the leader in Japan. Japan's jeans market is changing: the market is contracting, competition is increasing, and structural changes are occurring in the distribution channel. The issue for Levi is to develop a strategy for success given these changes in Japan. Geographic Setting: Japan Subjects: International marketing; Japan; Marketing mixes; Marketing strategy Length: 37p Supplementary Materials: Teaching Note, (M276T), 9p, by David B. Montgomery, Elizabeth Carducci, Akiko Horikawa 996063 Title: Leviton Manufacturing Co., Inc.: Universal Design Marketing Strategy Author(s): Ingols, Cynthia A.; Mueller, James L. Publication Date: 04/02/1997 Product Type: Case (Field) Publisher: Design Management Institute Abstract: This case addresses the new opportunities and challenges in design and marketing to customers who are elderly or have disabilities. A product manager learns that Leviton's wall switches are favored over less expensive competitive products by homeowners with limited vision or dexterity. With the help of a federal center on disability research, she convinces her managers to develop a marketing program to promote these features to this large and growing market segment. Leviton's in-house marketing department prepares a promotional campaign modeled on a previous successful niche marketing program. The research center staff warns that treating elders and people with disabilities as a niche market will cause the program to fail. They recommend emphasis on the "universal design"
Marketing
appeal of Leviton's products to children as well as elders, able-bodied as well as disabled. The product manager must choose a direction for the program based on either the research center's experience with this new market or her own company's marketing expertise. Geographic Setting: United States Industry Setting: Electric power Subjects: Business & society; Consumer marketing; Design management; Electric industries; Marketing strategy; Product design; Product development; Product management Length: 18p Supplementary Materials: Supplement (Field), (996064), 2p, by Cynthia A. Ingols, James L. Mueller; Teaching Note, (996065), 6p, by Cynthia A. Ingols, James L. Mueller 996064 Title: Leviton Manufacturing Co., Inc.: Universal Design Marketing Strategy, Epilogue Author(s): Ingols, Cynthia A.; Mueller, James L. Publication Date: 04/02/1997 Product Type: Supplement (Field) Publisher: Design Management Institute Abstract: Supplements the case. Must be used with: (996063) Leviton Manufacturing Co., Inc.: Universal Design Marketing Strategy. Industry Setting: Electric power Subjects: Business & society; Consumer marketing; Design management; Electric industries; Marketing strategy; Product design; Product development; Product management Length: 2p Supplementary Materials: Teaching Note, (996065), 6p, by Cynthia A. Ingols, James L. Mueller 2844 Title: Levitt on Marketing (Paperback) Author(s): Levitt, Theodore Publication Date: 12/01/1990 Product Type: HBS Press Book Abstract: Few individuals have had such a dramatic impact on the conceptual basis of modern marketing as Theodore Levitt. This paperback offers a selection of Levitt's most influential essays published in the Harvard Business Review. From the classic "Marketing Myopia" to "The Globalization of Markets," the ideas of Theodore Levitt belong in the repertoire of all marketing professionals. HBR paperbacks are regularly revised with recent articles. Subjects: Customer relations; International marketing; Marketing management; Marketing strategy Length: 110p List Price: $19.95 595127 Title: Lexus and the USTR Author(s): Quelch, John A. Publication Date: 06/07/1995 Revision Date: 10/17/1996 Product Type: Case (Library) Abstract: Lexus executives and dealers in the United States are debating how to respond to the U.S. Trade Representative's announcement of 100% tariffs on 13 models of Japanese luxury imported cars. Geographic Setting: United States Industry Setting: Automotive industry Gross Revenues: $400 million revenues Subjects: Automobiles; International marketing; International trade; Pricing Length: 7p Supplementary Materials: Teaching Note, (596069), 18p, by John A. Quelch, Christine Steinman 507024 Title: Li Ning--Anything is Possible Author(s): Wathieu, Luc; Wang, Gao; Samant, Medha Publication Date: 02/26/2007 Revision Date: 03/19/2007 Product Type: Color Case Abstract: A leading sporting goods company in China competes aggressively against global brands Nike and Adidas, with marketing strategies adapted to geographic segments. In the main cities, where competition takes place at a very conceptual level, Li Ning has chosen to adopt a very controversial "oriental theme" for its brand, while becoming at the same time a major sponsor of international athletes of the highest caliber. Geographic Setting: China Industry Setting: Sporting goods & equipment industry Number of Employees: 6,000 Gross Revenues: 2.5 billion RMB Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 14p Supplementary Materials: Case Video, DVD, (507711), 3 min, by Luc Wathieu, Gao Wang; Case Video, (507712), 3 min, by Luc Wathieu, Gao Wang Year New: 2007 507711 Title: Li Ning--Anything is Possible, Video (DVD) Author(s): Wathieu, Luc; Wang, Gao Publication Date: 03/01/2007 Product Type: Case Video, DVD
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Abstract: An abstract is not available for this product. Must be used with: (507024) Li Ning--Anything is Possible. Subjects: NO SUBJECTS(KEYWORDS) Length: 3 min Year New: 2007 507712 Title: Li Ning--Anything is Possible, Video (VHS) Author(s): Wathieu, Luc; Wang, Gao Publication Date: 03/01/2007 Product Type: Case Video Abstract: An abstract is not available for this product. Must be used with: (507024) Li Ning--Anything is Possible. Subjects: NO SUBJECTS(KEYWORDS) Length: 3 min List Price: $150.00 Year New: 2007 R0212Z Title: License to Overkill (Commentary for HBR Case Study) Author(s): Nunes, Paul F.; McCracken, Grant; Soden, Jack; Rothwell, Timothy; Griffith, Bill Publication Date: 12/01/2002 Product Type: Harvard Business Review Article Abstract: Sheldon Bloomfield, senior vice-president of character properties for Multi-Media Worldwide, has a hit with Baby Ruby. Originally a children's book character, Ruby has become the fastest growing kids' show on television. In fact, Bloomfield's starting to wonder whether Baby Ruby is his evergreen property-the one that will generate licensing income for years to come. Bloomfield has many offers on the table, including one from the nation's leading fast-food franchiser to make Baby Ruby its next kids' meal tie-in. But the fact is, no one wants to risk making a big financial commitment to a relatively new property, and most of the companies are demanding exclusives--which would eat away at Bloomfield's profits even more. The pressure is on. If Bloomfield doesn't make these deals, he may not get another chance. But if he does make the deals, and Baby Ruby ends up on everything from T-shirts to collectible spoons, the public may lose all interest in her. May be used with: (R0212X) License to Overkill (HBR Case Study). Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2005 R0212A Title: License to Overkill (HBR Case Study and Commentary) Author(s): Nunes, Paul F.; McCracken,
Marketing
Grant; Soden, Jack; Rothwell, Timothy; Griffith, Bill Publication Date: 12/01/2002 Product Type: Harvard Business Review Article Abstract: Sheldon Bloomfield, senior vice-president of character properties for Multi-Media Worldwide, has a hit with Baby Ruby. Originally a children's book character, Ruby has become the fastest growing kids' show on television. In fact, Bloomfield's starting to wonder whether Baby Ruby is his evergreen property-the one that will generate licensing income for years to come. Bloomfield has many offers on the table, including one from the nation's leading fast-food franchiser to make Baby Ruby its next kids' meal tie-in. But the fact is, no one wants to risk making a big financial commitment to a relatively new property, and most of the companies are demanding exclusives--which would eat away at Bloomfield's profits even more. The pressure is on. If Bloomfield doesn't make these deals, he may not get another chance. But if he does make the deals, and Baby Ruby ends up on everything from T-shirts to collectible spoons, the public may lose all interest in her. Subjects: HBR Case Discussions; Licensing; Market entry; Market positioning; Market selection Length: 8p R0212X Title: License to Overkill (HBR Case Study) Author(s): Nunes, Paul F. Publication Date: 12/01/2002 Product Type: Harvard Business Review Article Abstract: Sheldon Bloomfield, senior vice-president of character properties for Multi-Media Worldwide, has a hit with Baby Ruby. Originally a children's book character, Ruby has become the fastest growing kids' show on television. In fact, Bloomfield's starting to wonder whether Baby Ruby is his evergreen property-the one that will generate licensing income for years to come. Bloomfield has many offers on the table, including one from the nation's leading fast-food franchiser to make Baby Ruby its next kids' meal tie-in. But the fact is, no one wants to risk making a big financial commitment to a relatively new property, and most of the companies are demanding exclusives--which would eat away at Bloomfield's profits even more. The pressure is on. If Bloomfield doesn't make these deals, he may not get another chance. But if he does make the deals, and Baby Ruby ends up on everything from T-shirts to collectible spoons, the public may lose all interest in her. May be used with: (R0212Z) License to Overkill (Commentary for HBR Case Study). Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2005 599029 Title: Life as a Minor League CEO: Frank Burke and the Chattanooga Lookouts Author(s): Greyser, Stephen A.; Goldman, Kirk Publication Date: 02/17/1999 Revision Date: 07/29/2004 Product Type: Case (Field) Abstract: A "slice of life" depiction of the range of issues and activities experienced by Frank Burke (HBS MBA 1987), the president of a minor league baseball team (the Chattanooga Lookouts). Raises questions of the applicability of MBA skills in this role and the "quotient of contentment" an HBS MBA can have in this situation. The similarities and differences of minor league versus major league operations are an important analytic component. Among the specific issues Burke confronts are finding additional revenue streams, considering ticket price increases, and the pros and cons of a new stadium. May be used with: (599030) Marketing and Minor League Baseball. Geographic Setting: United States Industry Setting: Baseball Subjects: Consumer marketing; Entrepreneurship; Leadership; Sports Length: 12p 898099 Title: LifeSavers Co.: www.candystand.com Author(s): Rayport, Jeffrey F.; Louie, Dickson L. Publication Date: 02/10/1998 Revision Date: 04/08/1998 Product Type: Case (Field) Abstract: Sharon Fordham, president of Lifesavers, is faced with the challenge of how to use her company's web site, candystand.com, to help build awareness for her brands and increase the company's sales. Fordham foresees that the Internet will become like television in increasing consumer promotion. Geographic Setting: Parsippany, NJ Industry Setting: Candy & confectionary industry Gross Revenues: $600 million revenues Subjects: Brand management; Consumer marketing; Food; Internet; Service management; World Wide Web
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502S22 Title: LifeSpan Inc.: Abbott Northwestern Hospital, Spanish Version Author(s): Menezes, Melvyn A.J. Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Raises the powerful issues of measuring marketing performance in a not-for-profit services setting. Also raises several interesting ethical issues. LifeSpan Inc., a Minneapolis based notfor-profit organization is the parent holding company of three hospitals and several health services corporations. Abbott Northwestern, LifeSpan's premier hospital, adopted a very market oriented approach to increase its share of a business that was both shrinking in size and becoming increasingly competitive. The company initiated a telemarketing advertising campaign which resulted in a flood of inquiries. The marketing group would like to nearly double the advertising budget; the board of directors would like some evidence that advertising, phone calls, inquiries, and other programs lead to filled beds and increased business. Geographic Setting: Minnesota Industry Setting: Health care industry Company Size: mid-size Gross Revenues: $211 million revenues Subjects: Advertising; Ethics; Health services; Marketing planning; Nonprofit organizations; Performance measurement; Productivity; Social enterprise Length: 21p Year New: 2008 587104 Title: LifeSpan Inc.: Abbott Northwestern Hospital Author(s): Menezes, Melvyn A.J. Publication Date: 12/30/1986 Revision Date: 08/31/1988 Product Type: Case (Field) Abstract: Raises the powerful issues of measuring marketing performance in a not-for-profit services setting. Also raises several interesting ethical issues. LifeSpan Inc., a Minneapolis based notfor-profit organization is the parent holding company of three hospitals and several health services corporations. Abbott Northwestern, LifeSpan's premier hospital, adopted a very market oriented approach to increase its share of a business that was both shrinking in size and becoming increasingly competitive. The company initiated a telemarketing advertising campaign which resulted in a flood of inquiries. The marketing group would like to nearly double the advertising budget; the board of
Marketing
directors would like some evidence that advertising, phone calls, inquiries, and other programs lead to filled beds and increased business. Geographic Setting: Minnesota Industry Setting: Health care industry Company Size: mid-size Gross Revenues: $211 million revenues Subjects: Advertising; Ethics; Health services; Marketing planning; Nonprofit organizations; Performance measurement; Productivity; Social enterprise Length: 20p Supplementary Materials: Teaching Note, (589047), 24p, by Melvyn A.J. Menezes E272 Title: LightFull Foods Author(s): Wheeler, S. Christian Publication Date: 11/30/2007 Product Type: Case (Field) Publisher: Stanford University Press Abstract: The protagonists are Lara Jackle and Lynn Graham, CEO and VP Marketing for LifghtFull Foods respectively. LightFull is a beverage start-up based in Northern California that is struggling with a major strategic decision which centers around its use and possible replacement of an ingredient called Stevia (an all natural, zero calorie plant derivative which is often used as a sweetener by consumers and companies) with an artificial sweetener. Jackle and Graham like Stevia for its inherent qualities that play to the company's and product's strengths: all-natural ingredients, low calorie, nutritious and tasty snackreplacement satisfaction. Some board members argue, however, that replacing Stevia with an artificial sweetener will not negatively impact the brand, and may in fact appeal to a larger audience in more mainstream channels (e.g., WalMart vs. Whole Foods, the latter of which does not allow artificially sweetened food items on its shelves). While approved by the FDA for use as a dietary supplement, Stevia has not yet been approved as a sugar substitute, food additive or sweetener. In fact, companies are overtly barred from using Stevia as anything but a dietary supplement and inclusion of the ingredient necessitates that the company classify the entire product (in this case a beverage) as a nutritional supplement, not a food. Industry Setting: Beverage industry Subjects: NO SUBJECTS(KEYWORDS) Length: 27p Supplementary Materials: Teaching Note, (E272TN), 4p, by S. Christian Wheeler 508028 Title: Lincoln Financial Group (A) Author(s): Godes, David; Lane, David Publication Date: 02/15/2008 Revision Date: 05/15/2008 Product Type: Case (Field) Abstract: LFG reorganizes its business in order to improve customer intimacy. However, to implement the strategy, they need to effect significant changes in the skills of their salespeople. This case series straddles human resource management, corporate strategy, and sales management by exploring the link between a shift in the firm's overall strategy (customer intimacy), the structural implementation of this strategy in the form of the creation of a new distribution company and, finally, the transformation of the selling approach through skills assessment and development. The (A) case describes the firm's strategic position as the "manufacturer" of three primary product lines--annuities, insurance, and mutual funds--which they sell to banks, broker/dealers, and independent planners. Most of their customers have just one of these products 'on the shelf.' In 2000, they create Lincoln Financial Distributors (LFD) which will be responsible for the wholesaling of all of these products. The case ends by asking the students to (a) react to this idea and (b) formulate a plan for its implementation. Simply taking salespeople away from their product group and housing them side-by-side with other salespeople selling other products is unlikely to create true customer intimacy. Wes Thompson, LFD's President and Kim Miner, the Human Resources VP, undertake a sweeping effort in which they create a "competency model," denoting precisely what they want their salespeople to be good at, assessing the sales force on these dimensions, and then hiring or training in order to get where they want to be. The (B) case provides rich detail of the model, the assessment approach and the results of the assessments. As the (C) case lays out, the results are stunning in terms of their relationships as well as from a financial perspective. The (C) then ends by offering a strategy for "Act II'" significantly expanding the number of salespeople at LFD. Number of Employees: 6,000 Gross Revenues: $7 billion Subjects: NO SUBJECTS(KEYWORDS) Length: 21p Supplementary Materials: Supplement (Field), (508029), 14p, by David Godes, David Lane; Supplement (Field),
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(508030), 11p, by David Godes, David Lane; Teaching Note, (508083), 30p, by David Godes Year New: 2008 508029 Title: Lincoln Financial Group (B): Making LFD a Reality Author(s): Godes, David; Lane, David Publication Date: 02/15/2008 Revision Date: 02/22/2008 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. Must be used with: (508028) Lincoln Financial Group (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 14p Supplementary Materials: Teaching Note, (508083), 30p, by David Godes Year New: 2008 508030 Title: Lincoln Financial Group (C) Author(s): Godes, David; Lane, David Publication Date: 02/15/2008 Revision Date: 05/15/2008 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. Must be used with: (508028) Lincoln Financial Group (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 11p Supplementary Materials: Teaching Note, (508083), 30p, by David Godes Year New: 2008 573056 Title: Linde Division: Union Carbide Corp. Author(s): Shapiro, Benson P. Publication Date: 04/01/1973 Revision Date: 04/07/1982 Product Type: Case (Field) Abstract: Describes the Linde Division's marketing and sales approach for its Unox Waste Water Treatment System. Division management is concerned about the loss of a particular sale and about the time-consuming nature of the selling process. Details the buying process in both the municipal and industrial markets, and can be used for discussion of a wide range of buying process/selling approach issues such as risk reduction, team selling, multilevel selling, etc. Geographic Setting: United States Industry Setting: Water, sewage & other systems; Water, sewage & other systems Gross Revenues: $3 billion sales Subjects: Local government; Marketing strategy; Personal selling; Sales strategy Length: 18p
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BH047 Title: Linking Advertising and Brand Value Author(s): Ryans, John K., Jr.; Aggarwal, Raj; Herremans, Irene Publication Date: 05/15/2000 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Brand equity is one of a firm's most important assets. Unfortunately, such intangible assets have received little attention from the financial and accounting communities. This view may now be changing. The focus of the research is on valuating the effect of advertising on brand equity, not only for external reporting but also for internal management and control. Pros and cons of various brand valuation models are examined. Brand asset measurements should address the success of the firm in creating a product, providing marketing support, retaining customers, building brand value, and reducing return volatility. The authors use a calculation called "advertising turnover" to describe the relationship between advertising expenditures and brand value. It indicates how efficiently the firm converts advertising dollars into brand value, and is similar to methods used in financial analysis for determining the productivity of capital assets or receivables. Plotting this calculation over time can distinguish between highefficiency brand enhancers, lowefficiency brand enhancers, unknown brand future, and brand deterioration. Brand ROI can be broken down into "brand turnover" and "return on sales." Kellogg's brand performance is used as an example of applying the model to evaluate the ability of advertising and market share to enhance brand value. Subjects: Advertising strategy; Brands; Marketing management; Marketing strategy Length: 8p SMR287 Title: Linking Customer Loyalty to Growth Author(s): Keiningham, Timothy L.; Aksoy, Lerzan; Johannessen, Tor Askild Aase; Cooil, Bruce Publication Date: 07/01/2008 Product Type: Case (Field) Abstract: In recent years, researchers and consultants have advanced a number of customer metrics to explain the connections between customer behavior and growth. But these efforts have generated more smoke than heat. Despite claims to the contrary, the authors argue that the most popular metrics have shown only modest correlations to growth. None of them appear to be universally effective across all competitive environments. Early customer metrics tried to explain why people buy. To many companies, it came down to marketing. Yet, as the authors explain, the issues that affect customer loyalty are complex and go beyond standard marketing. This gave rise to a new category of metrics aimed at understanding customer experience. Although managers have learned a lot about the components of service quality (including reliability, responsiveness and empathy), the approach doesn't point managers to specific actions t. Beginning in the 1990s, many managers began paying closer attention to customer retention--in particular, understanding dissatisfaction and satisfaction. But as the authors note, the linkages among satisfaction, customer behavior and positive financial outcomes have been modest. Today's most popular metric, the Net Promoter Score, focuses on how customer word of mouth--both negative and positive--can advance growth. Developed by Bain & Company Inc. consultant Fred Reichheld, it claims the ability to predict future growth from customer replies to one question: "How likely is it that you would recommend this company to a friend or colleague?" The authors found that the linkage between the NPS and subsequent customer behavior was modest at best; models based on multiple variables consistently outperformed models based on NPS. The authors are skeptical that there can be a single metric that reduces complex, multifaceted constructs to one or two dimensions; if there is, they write, "there's a good chance it will ignore one or more important aspects of the equation." Subjects: NO SUBJECTS(KEYWORDS) Length: 9p 573060 Title: Listerine Antiseptic (A) Author(s): Greyser, Stephen A.; Reece BB Publication Date: 02/02/1973 Revision Date: 06/26/1973 Product Type: Case (Field) Abstract: Brand managers must decide whether to drop a successful television advertising campaign in favor of a new strategy. The recommendation from the advertising agency calls for the use of two different copy approaches aimed at different segments of the market. Geographic Setting: Canada Industry Setting: Communications industry; Pharmaceutical industry Subjects: Advertising campaigns;
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574062 Title: Listerine Lozenges Author(s): Greyser, Stephen A.; Reece BB Publication Date: 02/22/1974 Product Type: Case (Field) Abstract: Executives must decide which of several proposed advertising campaigns should be pursued in light of brand repositioning. Marketing history of the brand is provided along with information on creative options. Geographic Setting: Canada Industry Setting: Throat lozenge Company Size: large Subjects: Advertising; Advertising campaigns; Brands; Canada; Merchandising; Pharmaceuticals Length: 24p F0410C Title: The Littlest Sales Force Author(s): Liautaud, Bernard Publication Date: 10/01/2004 Product Type: Harvard Business Review Article Abstract: Software CEO Bernard Liautaud explains how he's kept growth manageable by building his global sales force incrementally. Subjects: Globalization; Growth management; Models; Sales management; Sales organization; Software Length: 1p Year New: 2004 579181 Title: Litton Microwave Ovens Author(s): Buzzell, Robert D.; Wiersema, Frederik D. Publication Date: 03/01/1979 Revision Date: 07/31/1984 Product Type: Case (Library) Abstract: Describes Litton's position and strategies in the microwave oven market. Should be used in conjunction with the Note on the Microwave Oven Industry to evaluate the company's competitive thrust in this growth market. Geographic Setting: United States Industry Setting: Microwave Company Size: large Subjects: Appliances; Competition; Consumer goods; Growth strategy; Marketing strategy Length: 10p Supplementary Materials: Teaching Note, (585125), 9p, by Robert D. Buzzell 903A18 Title: Living.Dupont.ca: Virtual
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Business, Real Money Author(s): Antia, Kersi; Frolov, Ilia; Sud, Bharat Publication Date: 05/06/2003 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: DuPont Canada manufactures and sells the raw materials that are used to produce brand name home renovation and home decorating products, including fabrics, carpets, countertops, and paints. To develop relationships with consumers and acquire information on their purchasing needs and purchasing patterns, the company launched a web site that offered decorating idea and product information through a virtual home. After 12 months, the company's project team must decide whether the project was a worthwhile investment and whether they should invest in the second phase. In making their decision, they need to identify the performance metrics to use in estimating the return on investment. They also need to determine whether to pursue revenue generation through the sale of advertising space or online sales through the web site. Finally, the project team must assess whether their value chain partners would be willing to invest in the second phase of the project. Geographic Setting: Canada Industry Setting: Furniture industry Company Size: large Subjects: Canada; Consumer marketing; Furniture; Internet; Market research; Marketing management; Marketing strategy; Performance measurement; Return on investment Length: 16p Supplementary Materials: Teaching Note, (803A18), 6p, by Kersi Antia, Bharat Sud Year New: 2004 597010 Title: Liz Claiborne, Inc. Author(s): Salmon, Walter J.; Blasberg, Jeanne M. Publication Date: 12/02/1996 Revision Date: 05/05/1997 Product Type: Case (Field) Abstract: Liz Claiborne's future success was closely tied to the success of its primary distribution channel, the department store. It was crucial for the company to develop partnerships with its major customers. Several of these customers were reluctant to participate in the program Liz Claiborne had developed to replenish basic merchandise and were even more opposed to strategic partnerships on fashion merchandise. The case illustrates the issues surrounding the adoption of Quick Response in the fashion apparel business and explains whether and how these problems can be overcome. Teaching Purpose: To illustrate the importance of strategic partnering in an industry that competes intensely against more vertically integrated specialty stores. Withdrawn 05/05/03. Geographic Setting: New York, NY; New Jersey Industry Setting: Apparel industry Number of Employees: 8,000 Gross Revenues: $2 billion revenues Subjects: Clothing; Department stores; Inventory management; Merchandising; Retailing; Suppliers Length: 28p 583054 Title: Loblaw Companies Ltd. Author(s): Goldberg, Ray A.; Murphy, Kevin X. Publication Date: 12/09/1982 Product Type: Case (Field) Abstract: Describes the turnaround of North America's seventh largest food distribution company (Canada's largest) from 1973 to 1982, and positioning of the firm for the 1980s. Geographic Setting: Canada; North America Industry Setting: Supermarkets; Retail industry Gross Revenues: $6 billion sales Subjects: Agribusiness; Canada; Distribution; Supermarkets; Wholesaling Length: 46p 590051 Title: Loblaw Companies Ltd. President's Choice G.R.E.E.N.: Something Can Be Done Author(s): Goldberg, Ray A.; Shaner, Janet Publication Date: 11/08/1989 Revision Date: 12/11/1989 Product Type: Case (Field) Abstract: A supermarket expands its store label to include environmentally friendly products. Geographic Setting: Canada; North America Industry Setting: Supermarkets Gross Revenues: $8 billion revenues Subjects: Brands; Canada; Consumer goods; Environmental protection; Supermarkets Length: 33p 588039 Title: Loblaw Companies Ltd.--1987 Author(s): Goldberg, Ray A.; Shelman, Mary L. Publication Date: 11/19/1987 Revision Date: 02/16/1988 Product Type: Case (Field) Abstract: Loblaw Companies is the leading Canadian supermarket chain.
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Through unique sourcing capabilities they were able to develop a private label brand, President's Choice, which has strong consumer loyalty. "No Name" generic program is also successful. This case illustrates the shift in power from the national brand manufacturer to the retailer. Questions facing Loblaw's include how do they exploit this power. Options are buying/selling "concept" and acting as distribution agent or building their own stores, including a super centre unit which is over 100,000 square feet and includes general merchandise. Geographic Setting: Canada; North America Industry Setting: Retail industry Company Size: large Gross Revenues: $6 billion sales Subjects: Agribusiness; Canada; Distribution; Supermarkets Length: 37p 596030 Title: Loblaw Companies Ltd.: Differentiation in the 90s and Beyond Author(s): Goldberg, Ray A.; Urban, Thomas N., III Publication Date: 09/27/1995 Revision Date: 10/18/1995 Product Type: Case (Field) Abstract: Loblaw wants to develop longterm relationships with its customers and is testing a variety of strategies to do this. Geographic Setting: North America Industry Setting: Food industry; Retail industry Gross Revenues: $8 billion sales Subjects: Customer relations; Marketing strategy; Supermarkets Length: 40p 593033 Title: Loblaw Companies Ltd.: Food Distribution in the 1990s Author(s): Goldberg, Ray A.; Willis, Vincent N.; O'Keefe, Edmund Publication Date: 09/30/1992 Revision Date: 12/01/1992 Product Type: Case (Field) Abstract: Richard Currie has led Loblaw for the past 15 years, turning a company losing money to the most profitable food retailer in Canada. 1992 finds Canada and the United States in a recession. How does Currie handle short-term pressures as he develops a new longterm strategy for his firm? Geographic Setting: Canada; North America Industry Setting: Supermarkets Gross Revenues: $8 billion revenues Subjects: Brands; Canada; Consumer goods; Environmental protection; Recessions; Supermarkets Length: 42p
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581066 Title: Loctite Corp.: Industrial Products Group Author(s): Quelch, John A. Publication Date: 12/01/1980 Revision Date: 07/15/1991 Product Type: Case (Field) Abstract: A new product introduction strategy covering all elements of the marketing mix must be planned for equipment designed to dispense industrial adhesives. The equipment and adhesives are manufactured by the same company. Geographic Setting: United States Industry Setting: Adhesives & sealants industry Gross Revenues: $150 million sales Subjects: Communication strategy; Industrial markets; Marketing mixes; New product marketing; Pricing strategy Length: 18p Supplementary Materials: Teaching Note, (582075), 25p, by John A. Quelch; Case Video, (882549), 10 min, by John A. Quelch 503S55 Title: Loctite Corp.: Industrial Products Group, Spanish Version Author(s): Quelch, John A. Publication Date: 12/01/1980 Revision Date: 07/15/1991 Product Type: LACC Case Abstract: A new product introduction strategy covering all elements of the marketing mix must be planned for equipment designed to dispense industrial adhesives. The equipment and adhesives are manufactured by the same company. Geographic Setting: United States Industry Setting: Adhesives & sealants industry Gross Revenues: $150 million sales Subjects: Communication strategy; Industrial markets; Marketing mixes; New product marketing; Pricing strategy Length: 19p 506S06 Title: Loctite Corp.: International Distribution, Spanish Version Author(s): Quelch, John A.; Arnold, David J. Publication Date: 09/28/2093 Revision Date: 12/01/1997 Product Type: LACC Case Abstract: Loctite Corp., dissatisfied with the sales growth achieved by its independent distributor in Hong Kong, is considering whether to find a new distributor or acquire a controlling interest in a wholly owned subsidiary covering Hong Kong and possibly other markets. Loctite has a varied portfolio of international distribution arrangements and experience on which to base this decision. Geographic Setting: Asia; Global Industry Setting: Adhesives & sealants industry Number of Employees: 3,700 Gross Revenues: $608 million revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 20p 594021 Title: Loctite Corp.: International Distribution Author(s): Quelch, John A.; Arnold, David J. Publication Date: 09/28/1993 Revision Date: 12/01/1997 Product Type: Case (Field) Abstract: Loctite Corp., dissatisfied with the sales growth achieved by its independent distributor in Hong Kong, is considering whether to find a new distributor or acquire a controlling interest in a wholly owned subsidiary covering Hong Kong and possibly other markets. Loctite has a varied portfolio of international distribution arrangements and experience on which to base this decision. Geographic Setting: Asia; Global Industry Setting: Adhesives & sealants industry Number of Employees: 3,700 Gross Revenues: $608 million revenues Subjects: Asia; Distribution; Distribution planning; Industrial goods; Industrial markets; International marketing Length: 20p Supplementary Materials: Teaching Note, (598104), 11p, by David J. Arnold, E. Raymond Corey 882549 Title: Loctite Corp.: Interview with Jeffrey J. Fox, Video Author(s): Quelch, John A. Publication Date: 06/07/1982 Product Type: Case Video Abstract: The company vice president of marketing describes the decisions made in response to problems presented in the case. A new product introduction strategy covering all elements of the marketing mix had to be planned for equipment designed to dispense industrial adhesives. Must be used with: (581066) Loctite Corp.: Industrial Products Group. Subjects: Communication strategy; Industrial markets; Marketing planning; Pricing strategy; Product introduction Length: 10 min List Price: $150.00 89311 Title: The Logic of Electronic Markets
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Author(s): Malone, Thomas W.; Yates, JoAnne; Benjamin, Richard I. Publication Date: 05/01/1989 Product Type: Harvard Business Review Article Abstract: American Hospital Supply's order-entry system represents a trend toward "electronic markets," networks that allow customers to compare and order from competing suppliers. By cutting transaction costs, electronic markets make it cheaper to buy than to make many products and will lead to more market activity and fewer vertically integrated companies. Customers like the efficiency and convenience of electronic sales channels but want to choose among different vendors. Business can take advantage of the trend by creating electronic markets alone or as part of an industry group. Subjects: Distribution channels; Distribution planning; Information systems; Marketing strategy; Sales management Length: 4p 94607 Title: The Logic of Product-Line Extensions Author(s): Editors Publication Date: 11/01/1994 Product Type: Harvard Business Review Article Abstract: In the last ten years, products have proliferated in every category of consumer goods and services, and the deluge shows few signs of letting up. Most companies are pursuing product expansion strategies--in particular, line extensions--full steam ahead. But as John Quelch and David Kenny argue in "Extend Profits, Not Product Lines" (September-October 1994), evidence indicates that such aggressive tactics can be hazardous. Quelch and Kenny offer several guidelines for avoiding the pitfalls of wanton line extensions and sharpening product line strategies: improve cost accounting, allocate resources to popular products, research consumer behavior, coordinate marketing efforts, work with channel partners, and foster a climate in which product-line deletions are encouraged. In this issue's Perspectives section, nine experts offer their views on product-line management and the logic of line extensions. Subjects: Brands; Consumer marketing; Product lines; Product management Length: 7p 92A012 Title: Logitech Author(s): Ryans, Adrian B.; Smith, J. Brock Publication Date: 07/31/1992
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Revision Date: 01/10/1996 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Logitech was one of three companies that dominated the global market for pointing devices for computers. While Logitech had captured a large share of the Original Equipment Manufacturer mouse market, Microsoft was the clear leader in terms of industry standards and dollar share of the retail market. KYE, with a stong presence in Europe, was poised to compete aggressively in North America. Faced with the intensifying competition and eroding margin, Logitech was considering the introduction of an innovative line of ergonomic mice, which promised to change the competitive dynamics of the industry. Geographic Setting: Global Industry Setting: Service industries Company Size: large Subjects: Computer industry; Market segmentation; Marketing strategy Length: 20p Supplementary Materials: Teaching Note, (892A12), 15p, by Mark Vandenbosch 903A02 Title: Logitech: Launching a Digital Pen Author(s): Vandenbosch, Mark; Mark, Ken Publication Date: 01/24/2003 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Logitech is an international company that designs and manufactures computer peripheral products. The retail pointing devices unit director is thinking about the development of the next generation of his device, the Logitech io digital pen. With less than two months until launch time, the director is still unsure which features are valuable to potential users, who these potential users are, and for which applications the digital pen can be used. Geographic Setting: United States Industry Setting: Computer peripherals Company Size: large Subjects: International business; New product marketing; Product development; Product introduction Length: 12p Supplementary Materials: Teaching Note, (803A02), 8p, by Mark Vandenbosch, Ken Mark Year New: 2004 576096 Title: Londontown Corp. Author(s): Star, Stephen H.; Davis, N.J. Publication Date: 02/02/1976 Product Type: Case (Field) Abstract: The London Fog Division of Londontown Corp. experienced serious problems between 1968 and 1970 when it did not respond rapidly enough to the trend toward fashion in outerwear garments. By 1974 it had built unit sales to the 1968 level, two million units, and dollar sales were substantially higher. However, the company was now faced with how to go beyond the two million barrier. The case looks at the company's sales, advertising, pricing, styling and distribution policies, as well as significant trends in the outer-garment industry. Geographic Setting: United States Industry Setting: Apparel industry Company Size: mid-size Gross Revenues: $69.188 million 1974 sales Subjects: Advertising; Clothing; Competition; Consumer behavior; Marketing strategy; Pricing; Product lines; Sales promotions Length: 26p 587078 Title: Lotus Development Corp. Channel Choice: Direct vs. Distribution Author(s): Rangan, V. Kasturi; Scott, Douglas R. Publication Date: 09/22/1986 Revision Date: 11/14/1994 Product Type: Case (Field) Abstract: Lotus Development Corp., the number one microsoftware firm has traditionally sold to its customers through a distributor-retail dealer network. In early 1986, the company is considering the option of selling direct to large corporate customers. Students are expected to analyze the pros and cons of such a change in making their decisions. Geographic Setting: United States Industry Setting: Software industry Company Size: mid-size Gross Revenues: $225 million sales Subjects: Computer industry; Distribution channels; Distribution planning; Retailing; Sales management; Software Length: 17p Supplementary Materials: Teaching Note, (588007), 12p, by V. Kasturi Rangan HKU368 Title: Louis Vuitton Moet Hennessy: Expanding Brand Dominance in Asia Author(s): Pan, Yigang; McCauley, Marissa Publication Date: 01/26/2005 Revision Date: 08/01/2007 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: Explores the predicament Louis Vuitton Moet Hennessy (LVMH), one of the world's leading luxury
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products makers, faces with respect to brand management while expanding operations in China. LVMH, a $13 billion group of companies with operations across the world--1,500 retail stores in about 60 countries--had conquered the luxury goods market successfully in Europe, the United States, and some parts of Asia. In the early 1990s, LVMH decided to expand its operations in China and South Korea. A decade later, LVMH made its entry into India. In 2004, Asia accounted for about 40% of the sales of LVMH. LVMH is determined to capture the growing Asian market. However, it faces several challenges in its expansion plans in Asia; one of its major concerns is protecting its brand against dilution. Although China is a huge market, phony branding is endemic there. In addition, LVMH's expansion plans in Asia introduced the issue of private ownership vs. franchising with regard to the profitability of companies in the luxury goods industry. Geographic Setting: Asia Industry Setting: Luxury goods Event Year Start: 2004 Event Year End: 2004 Subjects: NO SUBJECTS(KEYWORDS) Length: 19p Supplementary Materials: Teaching Note, (HKU369), 12p, by Yigang Pan, Marissa McCauley Year New: 2005 F0607F Title: Love Your Customers: Joe Girard on Becoming the World's Greatest Salesperson Author(s): Girard, Joe; Peebles, M. Ellen Publication Date: 07/01/2006 Product Type: Harvard Business Review Article Abstract: Joe Girard, the world's greatest salesperson, reveals the secret to his unparalleled achievement. Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2006 F0506H Title: The Low Value of Virtue Author(s): Vogel, David Publication Date: 06/01/2005 Product Type: Harvard Business Review Article Abstract: Most consumers don't care where, how, or by whom products are made, says David Vogel at Berkeley's Haas School of Business. Subjects: Innovation Length: 1p Year New: 2005
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R0607M Title: Low-Pressure Selling (HBR Classic) Author(s): Bursk, Edward C. Publication Date: 07/01/2006 Product Type: Harvard Business Review Article Abstract: Traditional, high-pressure selling techniques were intended to talk the buyer into making a purchase--which often meant driving him to a decision rather than allowing him to reach it freely and independently. In this classic article from 1947, HBR editor Edward C. Bursk makes the case for replacing highpressure selling with a milder approach, in which the salesperson does not so much "sell" the prospect as let him follow his natural inclinations to buy. Bursk draws from his own business experience to support his points. He begins with a discussion of the advantages of lowpressure selling, the heart of which is the seller's sincerity. He then analyzes the reasons for the method's effectiveness. It's most clearly demonstrated by the customer-problem approach, in which the salesperson learns about the buyer's problems and, in effect, helps him solve them. Bursk concludes by addressing the practical questions facing sales managers, who bear the brunt of implementing the new technique. Lowpressure selling requires salespeople who are intelligent, analytical, subtle, and flexible--qualities rarely found in practitioners of the high-pressure selling method. Managers must not only craft a compensation plan that balances stability of income with strong incentives, but select and train low-pressure salespeople with care. Subjects: NO SUBJECTS(KEYWORDS) Length: 14p Year New: 2006 590013 Title: Lowe's Author(s): Salmon, Walter J.; Wylie, David Publication Date: 04/17/1990 Revision Date: 05/21/1997 Product Type: Case (Field) Abstract: Lowe's chain of 306 stores was anticipating fierce competition from their major market rival, Home Depot. As they reformulated the size of their new prototype stores and the mix of their merchandise, what would be the ultimate format? What impact would it have on their advertising strategy? How could they retain their contractor business which had been the mainstay of their operation since the 1950s. In addition, how should they emphasize in their advertising: wide selection, good service, and everyday attractive prices. Geographic Setting: Southeastern United States Industry Setting: Retail industry Company Size: large Gross Revenues: $2.5 billion revenues Subjects: Advertising strategy; Retailing Length: 31p Supplementary Materials: Teaching Note, (595081), 6p, by Walter J. Salmon, David Wylie 586018 Title: Lowe's Companies, Inc. Author(s): Salmon, Walter J.; Olson LB Publication Date: 07/18/1985 Revision Date: 06/30/1986 Product Type: Case (Field) Abstract: Identifies success factors and directions for future growth of an outstanding retailer to consumers and contractors of lumber, building supplies, and hardware. Geographic Setting: Southeastern United States; Southwestern United States Industry Setting: Lumber & wood; Building materials industries; Retail industry Company Size: large Gross Revenues: $1.7 billion sales Subjects: Building materials industry; Expansion; Marketing planning; Retailing; Strategic planning Length: 35p 3595CF Title: The Loyalty-Profitability Link: Understanding the Ultimate Question, Featuring Fred Reichheld, Director Emeritus and Fellow at Bain & Co., A Harvard Business School Publishing Virtual Seminar Author(s): Reichheld, Frederick F. Publication Date: 02/09/2006 Product Type: Previous Conference Abstract: Do you know how many of your customers would recommend you to a friend? If not, you are not alone. You are also in danger of undertaking initiatives that may boost short-term performance, but will torpedo you in the long term. Too many executives think that all profits are "good" profits and that all growth is "true" growth. Not so says loyalty expert Fred Reichheld. Acquisitions, gimmicky promotions, and other "corporate steroids" may boost short-term results to meet aggressive growth targets, but too often they result in customer aggravation, dissatisfaction, and desertion. So, how can you tell which activities are brilliant moves and which are long-term losers? The answer is in a question that companies must ask their customers: Would you recommend us to a friend? In this practical, interactive, 90-minute virtual seminar, Reichheld will explain how the answer to
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this deceptively simple question is the key indicator of your organization's ability to grow. Among the topics he will explore are: The difference between customers who are promoters and those who are detractors; how to track promoters and detractors to measure your organization's success through your customers' eyes, and how to measure rigorously "net promoter" statistics and improve them. If you are faced with the challenges of creating profitable growth, you and your team need to attend this virtual seminar. Who should attend? Leaders who must drive profitable growth in their organizations, managers who seek more meaningful measures of customer loyalty and its link to growth and profitability, and marketers and frontline managers with customer experience roles and responsibilities. Subjects: NO SUBJECTS(KEYWORDS) Length: 90 min List Price: $349.00 Year New: 2005 560003 Title: Ludlow Corp. Author(s): Brown, Milton P.; Isaacson, H.L. Publication Date: 05/01/1960 Product Type: Case (Field) Abstract: Development of a marketing program for a new textile product designed to combat soil erosion. Industry Setting: Agriculture industry Event Year Start: 1960 Event Year End: 1960 Subjects: Agriculture; Distribution channels; Marketing strategy; Product introduction; Sales promotions Length: 20p 99601 Title: The Lure of Global Branding Author(s): Aaker, David A.; Joachimsthaler, Erich Publication Date: 11/01/1999 Product Type: Harvard Business Review Article Abstract: As more and more companies begin to see the world as their market, brand builders look with envy upon those businesses that appear to have created global brands--brands whose positioning, advertising strategy, personality, look, and feel are in most respects the same from one country to another. Attracted by such high-profile examples of success, these companies want to globalize their own brands. But that's a risky path to follow, according to David Aaker and Erich Joachimsthaler. Why? Because creating strong global brands takes global brand leadership. It can't be done simply by edict from on high. Specifically, companies must use
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organizational structures, processes, and cultures to allocate brand-building resources globally, to create global synergies, and to develop a global brand strategy that coordinates and leverages country brand strategies. Aaker and Joachimsthaler offer four prescriptions for companies seeking to achieve global brand leadership. First, companies must stimulate the sharing of insights and best practices across countries--a system in which "it won't work here" attitudes can be overcome. Second, companies should support a common global brandplanning process, one that is consistent across markets and products. Third, they should assign global managerial responsibility for brands in order to create cross-country synergies and to fight local bias. And fourth, they need to execute brilliant brand-building strategies. Before stampeding blindly toward global branding, companies need to think through the systems they have in place. Otherwise, any success they achieve is likely to be random--and that's a fail-safe recipe for mediocrity. Subjects: Brands; Globalization; International marketing; Marketing management; Marketing planning; Marketing strategy; Multinational corporations Length: 8p R0304C Title: Luxury for the Masses Author(s): Silverstein, Michael J.; Fiske, Neil Publication Date: 04/01/2003 Product Type: Harvard Business Review Article Abstract: There is a new class of American consumer and a new category of products and services has sprung into being to cater to it: new luxury. America's middle-market consumers are trading up to higher levels of quality and taste than ever before. Members of the middle market (those earning $50,000 and above annually) collectively have around $3.5 trillion of disposable income. And they will pay premiums of 20% to 200% for well-designed, wellengineered, and well-crafted goods that can't be found in the mass middle market and that have the artisanal touches of traditional luxury items. Supply-side forces are essential to the rise of new luxury. Like the consumers of their goods, entrepreneurs are better educated and more sophisticated about their customers than ever before. In addition, global sourcing, falling trade barriers and transportation costs, and rising offshore manufacturing standards are making possible the economical production of alluring products of high quality. Unlike old-luxury goods, newluxury products can generate high volumes despite their relatively high prices. As a result, companies at the new-luxury forefront are achieving levels of profitability and growth beyond the reach of their conventional competitors. Industry Setting: Consumer products Subjects: Consumer marketing; Marketing planning; Marketing strategy Length: 10p NEW 587116 Title: MCI Communications Corp.: National Accounts Program Author(s): Cespedes, Frank V. Publication Date: 01/14/1987 Revision Date: 03/06/1987 Product Type: Case (Field) Abstract: Jonathan Crane has been vice president for a relatively new National Accounts Program (NAP) at MCI, a telecommunications firm that has traditionally competed as a discount long-distance voice provider but increasingly finds it necessary to penetrate the market for advanced voice and data services among large corporate accounts. After six months on the job, Crane is preparing for a review of NAP with MCI's senior management and is also attempting to handle a variety of specific account problems. Among the issues are: 1) coordination of field sales efforts by MCI's divisions with NAP marketing efforts, 2) sales strategy for major accounts, and 3) management of resource-allocation procedures for NAP efforts. More generally, the case concerns issues raised in managing a company-wide marketing program in the context of a decentralized organization. Geographic Setting: United States Industry Setting: Telecommunications industry Company Size: large Gross Revenues: $2.5 billion revenues Subjects: Marketing implementation; Marketing management; Marketing organization; Marketing strategy; Sales management; Sales strategy; Telecommunications Length: 26p Supplementary Materials: Teaching Note, (591059), 17p, by Frank V. Cespedes 593044 Title: MCI Communications Corp.: National Accounts Program (Condensed) Author(s): Cespedes, Frank V. Publication Date: 10/16/1992 Revision Date: 10/28/1993 Product Type: Case (Field) Abstract: Concerns the early stages of a major-account program at MCI, a
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telecommunications firm seeking to penetrate the corporate-account market. Among the issues are: 1) coordination of field sales efforts with national account selling efforts; 2) sales strategy for major accounts; and 3) core salesmanagement decisions: the selection of account teams, demarcation of account responsibilities, compensation plans, and training issues. Geographic Setting: United States Industry Setting: Telecommunications industry Company Size: large Gross Revenues: $2.5 billion revenues Subjects: Marketing management; Marketing organization; Marketing strategy; Organizational problems; Sales management; Sales organization; Sales strategy; Telecommunications Length: 18p 582106 Title: MCI Telecommunications Corp. (A): Corporate and Marketing Strategy Author(s): Cady, John F.; Cespedes, Frank V. Publication Date: 02/23/1982 Revision Date: 05/20/1992 Product Type: Case (Field) Abstract: Describes MCI's marketing strategy for competing in the fastgrowing, long distance sector of the telecommunications market. The firm has doubled in size and profits each year from 1979 to 1981. In 1982, sales are projected to double and profits triple. A principal issue addressed in the case is how MCI can best develop new services to continue its exceptional performance. May be used with: (582108) MCI Telecommunications Corp. (B): Customer Service Strategy and Organization; (585097) MCI Telecommunications Corp. (C): Data Communications Market Opportunity Assessment. Geographic Setting: United States Industry Setting: Telecommunications industry Gross Revenues: $250 million assets Subjects: Marketing strategy; Telecommunications Length: 19p Supplementary Materials: Supplement (Field), (582107), 3p, by John F. Cady, Frank V. Cespedes; Supplement (Library), (582139), 3p, by John F. Cady, Frank V. Cespedes; Supplement (Note), (584085), 2p, by John F. Cady; Teaching Note, (584057), 12p, by John F. Cady 582107 Title: MCI Telecommunications Corp. (A1) Author(s): Cady, John F.; Cespedes, Frank V. Publication Date: 02/23/1982
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Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (582106) MCI Telecommunications Corp. (A): Corporate and Marketing Strategy. Industry Setting: Telecommunications industry Subjects: Antitrust laws; Competition; Marketing strategy; Regulation; Strategic market planning; Telecommunications Length: 3p 582139 Title: MCI Telecommunications Corp. (A2) Author(s): Cady, John F.; Cespedes, Frank V. Publication Date: 05/13/1982 Product Type: Supplement (Library) Abstract: Supplements the (A) case. Must be used with: (582106) MCI Telecommunications Corp. (A): Corporate and Marketing Strategy. Industry Setting: Regulated industries; Telecommunications industry Subjects: Marketing strategy; Regulated industries; Strategic market planning; Telecommunications Length: 3p 584085 Title: MCI Telecommunications Corp. (A3) Author(s): Cady, John F. Publication Date: 02/24/1984 Product Type: Supplement (Note) Abstract: Supplements the (A) case. Must be used with: (582106) MCI Telecommunications Corp. (A): Corporate and Marketing Strategy. Industry Setting: Telecommunications industry Subjects: Deregulation; Marketing strategy; Strategic market planning; Telecommunications Length: 2p 582108 Title: MCI Telecommunications Corp. (B): Customer Service Strategy and Organization Author(s): Cady, John F.; Cespedes, Frank V. Publication Date: 02/23/1982 Product Type: Case (Field) Abstract: Describes MCI's explosive growth in the residential segment of the long distance telecommunication market. Focuses on two related issues: the relative emphasis MCI put on customer service and sales, and the organizational structure for customer service. May be used with: (582106) MCI Telecommunications Corp. (A): Corporate and Marketing Strategy; (585097) MCI Telecommunications Corp. (C): Data Communications Market Opportunity Assessment. Geographic Setting: United States Industry Setting: Telecommunications industry Gross Revenues: $250 million assets Subjects: Customer service; Marketing organization; Marketing strategy; Sales organization; Strategic market planning; Telecommunications Length: 28p Supplementary Materials: Teaching Note, (585004), 23p, by John F. Cady 588069 Title: MCI Telecommunications Corp.: VNET (B) Author(s): Cespedes, Frank V.; King, Jon E. Publication Date: 04/20/1988 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (588068) MCI Telecommunications Corp.: VNET (A). Industry Setting: Telecommunications industry Subjects: Industrial markets; Management accounting; Marketing implementation; Marketing management; Sales management; Sales strategy; Telecommunications Length: 2p Supplementary Materials: Teaching Note, (591064), 12p, by Frank V. Cespedes 588070 Title: MCI Telecommunications Corp.: VNET (C) Author(s): Cespedes, Frank V.; King, Jon E. Publication Date: 04/20/1988 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (588068) MCI Telecommunications Corp.: VNET (A). Industry Setting: Telecommunications industry Subjects: Industrial markets; Management accounting; Marketing implementation; Marketing management; Sales management; Sales strategy; Telecommunications Length: 4p Supplementary Materials: Teaching Note, (591064), 12p, by Frank V. Cespedes 592083 Title: MCI Vision (A) Author(s): Cespedes, Frank V.; Goode, Laura Publication Date: 02/10/1992 Revision Date: 12/11/1992 Product Type: Case (Field) Abstract: This case series focuses on divisional marketing and sales efforts concerning Vision, a new telecommunication product intended for the small business marketplace. Vision
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represents both a significant opportunity, and different field marketing requirements, for MCI. This case concerns a division's attempts to improve Vision's sales in 1991. Options being considered range from revised pricing policies to new customer and salesforce promotions. Illustrates issues concerning the nature of inter-product competition for field sales time and attention, and the coordination issues that arise between corporate and field marketing units. More generally, the cases are a good vehicle for discussing 1) product-sales-service linkages in a rapidly changing business and in a company with few formal barriers between these functions, and 2) issues involved in introducing new products and new selling strategies where field applications development is a key task. Geographic Setting: United States Industry Setting: Telecommunications industry Company Size: large Gross Revenues: $7 billion revenues Subjects: Marketing implementation; Marketing management; Marketing strategy; Organizational design; Product management; Sales management; Telecommunications Length: 24p Supplementary Materials: Supplement (Field), (592084), 3p, by Frank V. Cespedes, Laura Goode; Supplement (Field), (592085), 2p, by Frank V. Cespedes, Laura Goode; Teaching Note, (593066), 18p, by Frank V. Cespedes 594057 Title: MCI Vision (A) (Condensed) Author(s): Cespedes, Frank V. Publication Date: 10/27/1993 Revision Date: 02/17/1995 Product Type: Case (Field) Abstract: Concerns the development, introduction, and first-year sales performance of Vision, a telecommunications service aimed at small- and medium-sized businesses. Introduced in 1990, Vision surpassed goals in that year, but was significantly below target in the first quarter of 1991. A divisional vice president must analyze the situation and recommend appropriate actions. Geographic Setting: United States Industry Setting: Telecommunications industry Company Size: large Number of Employees: 22,000 Gross Revenues: $7 billion revenues Subjects: Marketing implementation; Marketing management; Marketing strategy; Organizational design; Product management; Sales management; Telecommunications
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Length: 21p Supplementary Materials: Teaching Note, (593066), 18p, by Frank V. Cespedes 592084 Title: MCI Vision (B) Author(s): Cespedes, Frank V.; Goode, Laura Publication Date: 02/10/1992 Revision Date: 12/03/1992 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Designed as an in-class handout. Must be used with: (592083) MCI Vision (A). Industry Setting: Telecommunications industry Subjects: Marketing implementation; Marketing management; Marketing strategy; Organizational design; Product management; Sales management; Telecommunications Length: 3p Supplementary Materials: Teaching Note, (593066), 18p, by Frank V. Cespedes 592085 Title: MCI Vision (C) Author(s): Cespedes, Frank V.; Goode, Laura Publication Date: 02/10/1992 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Designed as an in-class handout. Must be used with: (592083) MCI Vision (A). Industry Setting: Telecommunications industry Subjects: Marketing implementation; Marketing management; Marketing strategy; Organizational design; Product management; Sales management; Telecommunications Length: 2p Supplementary Materials: Teaching Note, (593066), 18p, by Frank V. Cespedes HKU034 Title: MD Motors Author(s): Yu, Julie; Cascales, Maria J. Publication Date: 01/01/1999 Product Type: Case (Library) Publisher: University of Hong Kong Abstract: In July 1998, Holger Grossmann, managing director of MD Motors, was both surprised and concerned. He had just learned that although Volkswagen AG had recently bought Rolls-Royce Motor Cars Ltd. in the United Kingdom, Bayerische Motoren Werke AG in Germany had acquired exclusive rights to the RollsRoyce brand name. In the future, MD Motors, the exclusive agent in Hong Kong for Rolls-Royce and Bentley motor cars, faced the possibility that it would no longer be able to market the RollsRoyce brand with its imposing radiator grille and elegant Flying Lady hood ornament. Grossmann knew he would have to carefully develop a new strategic marketing plan to reposition MD Motors. Geographic Setting: Hong Kong Industry Setting: Automotive industry Subjects: Asia; Automobiles; Brand management; Loyalty; Market positioning; Market segmentation; Restructuring Length: 14p Supplementary Materials: Teaching Note, (HKU035), 9p, by Julie Yu, Maria J. Cascales 503S13 Title: MEM Co., Inc., Spanish Version Author(s): Quelch, John A. Publication Date: 05/01/1981 Revision Date: 05/14/1985 Product Type: LACC Case Abstract: The President of MEM Co., Inc. is assessing the proposed introduction of a new line of men's toiletries. He also must determine the best distribution channels and the size of the product's advertising budget. Geographic Setting: New Jersey Industry Setting: Personal care products Gross Revenues: $60 million sales Subjects: Consumer goods; Marketing management; New product marketing Length: 16p 581154 Title: MEM Co., Inc. Author(s): Quelch, John A. Publication Date: 05/01/1981 Revision Date: 05/14/1985 Product Type: Case (Field) Abstract: The President of MEM Co., Inc. is assessing the proposed introduction of a new line of men's toiletries. He also must determine the best distribution channels and the size of the product's advertising budget. Geographic Setting: New Jersey Industry Setting: Personal care products Gross Revenues: $60 million sales Subjects: Consumer goods; Marketing management; New product marketing Length: 16p Supplementary Materials: Teaching Note, (583014), 13p, by John A. Quelch; Case Video, (882550), 16 min, by John A. Quelch 882550 Title: MEM Co., Inc.: Interview with Gay Meyer, Video Author(s): Quelch, John A. Publication Date: 06/07/1982 Product Type: Case Video Abstract: The company president describes the decisions he made in
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response to the problems presented in the case, in which the introduction of a new line of men's toiletries is considered. Must be used with: (581154) MEM Co., Inc. Industry Setting: Consumer products Subjects: Advertising strategy; Consumer goods; Marketing management; Marketing planning; New product marketing Length: 16 min List Price: $150.00 502S30 Title: MEM Co., Inc.: English Leather, Spanish Version Author(s): Cespedes, Frank V.; Goode, Laura Publication Date: 08/09/2002 Product Type: LACC Case Abstract: In 1992, the president of MEM (a producer of personal care products, including men's fragrances) is considering a redeployment of field sales efforts and changes in sales compensation policies. Any changes, moreover, must be made in the context of strategic decisions concerning English Leather, the firm's major product line. The case provides data concerning consumer behavior and attitudes in the product category, as well as information concerning how changes in competition and distribution channels affect the brand. Teaching Purpose: A decisionoriented case, MEM is a good vehicle for discussing factors altering marketing and sales tasks at many consumer goods firms. Factors relevant to the decisions in this case include: concentration of key trade channels, revised buying criteria in important channels, and their impact on required marketing-sales interaction at MEM. Geographic Setting: United States Industry Setting: Personal care products Company Size: mid-size Gross Revenues: $58 million revenues Subjects: Consumer goods; Marketing implementation; Marketing management; Marketing organization; Marketing strategy; Product management; Sales management Length: 27p 593035 Title: MEM Co., Inc.: English Leather Author(s): Cespedes, Frank V.; Goode, Laura Publication Date: 09/28/1992 Revision Date: 07/07/1994 Product Type: Case (Field) Abstract: In 1992, the president of MEM (a producer of personal care products, including men's fragrances) considered a redeployment of field sales efforts and changes in sales compensation policies.
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Any changes, moreover, must consider the context of strategic decisions concerning English Leather, the firm's major product line. The case provides data concerning consumer behavior and attitudes in the product category, as well as information concerning how changes in competition and distribution channels affect the brand. Geographic Setting: United States Industry Setting: Personal care products Company Size: mid-size Gross Revenues: $58 million revenues Subjects: Consumer goods; Marketing implementation; Marketing management; Marketing organization; Marketing strategy; Product management; Sales management Length: 27p Supplementary Materials: Teaching Note, (593119), 18p, by Frank V. Cespedes 508041 Title: MINI USA: Finding a New Advertising Agency (A) Author(s): Godes, David B. Publication Date: 12/07/2007 Revision Date: 07/31/2008 Product Type: Case (Field) Abstract: Selling an intangible like advertising services is a difficult task. The first step is to understand how brands buy these services. What are they looking for? What do they need to learn? How do they go about assessing things like creativity, trust, and loyalty? This set of cases puts the students into the roles of the seller (an advertising agency named Butler, Shine, Stern and partners) and the buyer (MINI USA) and asks them to develop a sales strategy for advertising services. As outlined in the (B) case, the agency developed an intriguing and original approach to assessing the intangibles and students are asked to react to it from a sales perspective and to attempt to generalize the approach to other sales domains. May be used with: (508042) MINI USA: Finding a New Advertising Agency (B); (9-508-043) Butler, Shine, Stern & Partners. Industry Setting: Automotive industry Number of Employees: 106,000 Gross Revenues: 49 B Euros Event Year Start: 2005 Event Year End: 2005 Subjects: NO SUBJECTS(KEYWORDS) Length: 21p Year New: 2007 508042 Title: MINI USA: Finding a New Advertising Agency (B) Author(s): Godes, David B. Publication Date: 12/07/2007 Revision Date: 07/31/2008 Product Type: Case (Field) Abstract: Selling an intangible like advertising services is a difficult task. The first step is to understand how brands buy these services. What are they looking for? What do they need to learn? How do they go about assessing things like creativity, trust, and loyalty? This set of cases puts the students into the roles of the seller (an advertising agency named Butler, Shine, Stern and Partners) and the buyer (MINI USA) and asks them to develop a sales strategy and a buying strategy for advertising services. As outlined in the (B) case, the agency developed an intriguing and original approach to assessing the intangibles and students are asked to react to it from a sales perspective and to attempt to generalize the approach to other sales domains. May be used with: (9-508-043) Butler, Shine, Stern & Partners; (508041) MINI USA: Finding a New Advertising Agency (A). Industry Setting: Automotive industry Number of Employees: 106,000 Gross Revenues: 49 B Euros Event Year Start: 2005 Event Year End: 2005 Subjects: NO SUBJECTS(KEYWORDS) Length: 8p Year New: 2007 KEL099 Title: MRT Micro: The CardioScope Author(s): Sawhney, Mohanbir; Hill, Benjamin; Miller, John; Nylund, Peter; Robbins, West; Wharton, Richard; BorutZaslavoglou, Severine Publication Date: 01/01/1996 Product Type: Case (Field) Abstract: Jan Bakke, founder and chairman of Norway-based MRT, was planning the U.S. market entry strategy for CardioScope--its electrocardiograph system. How could MRT get a foothold in the U.S. market against competitors who had been around for 50 years? How could he ensure that MRT would be able to defend itself once it entered the market? What segments should it target, and how should it position itself? Geographic Setting: Norway; United States Industry Setting: Health care industry; Medical equipment & device industry Subjects: NO SUBJECTS(KEYWORDS) Length: 21p Year New: 2006 590069 Title: MSA: The Software Company-Planning the AMAPs Product Line Author(s): Dolan, Robert J.
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Publication Date: 01/19/1990 Revision Date: 02/15/1990 Product Type: Case (Field) Abstract: MSA has commissioned a major market research study to assess demand potential for a computer software system designed for aerospace and defense contractors. Students must evaluate the results of the study (including a conjoint analysis) to assess whether MSA should invest in R&D to upgrade the technology or build a sales organization. Geographic Setting: United States Industry Setting: Software industry Company Size: mid-size Gross Revenues: $250 million revenues Subjects: Market analysis; Market research; Models; Product design; Product introduction; Software; Tradeoff analysis Length: 31p Supplementary Materials: Teaching Note, (592102), 12p, by Robert J. Dolan HKU722 Title: MTR: Strategic Challange of Entrenching Locally While Expanding Globally Author(s): Farhoomand, Ali; Ho, Emily Publication Date: 11/23/2005 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: The MTR Corporation Limited, the semi-privatised railway company in Hong Kong, was transforming itself from a local transportation company to become a global player. Despite MTR's proven rail-property model in Hong Kong, the company was faced with a new set of economic, cultural, regulatory and operational challenges abroad, particularly in China and Europe where it was expanding into. This case illustrated the growth model of a local company during internationalisation and analysed the trade-offs of different strategic decisions when entering into new markets. Geographic Setting: Hong Kong Industry Setting: Railroad Subjects: NO SUBJECTS(KEYWORDS) Length: 32p Supplementary Materials: Teaching Note, (HKU723), 12p, by Ali Farhoomand, Emily Ho Year New: 2008 585101 Title: Macon Prestressed Concrete Co., Inc. (A, B, & C Condensed) Author(s): Bonoma, Thomas V.; Spence, Shirley M. Publication Date: 10/10/1984 Product Type: Case (Field) Abstract: This condensed version of the
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Macon Prestressed Concrete Co. series is intended for use in the marketing systems and policies section of a marketing implementation course. It provides background information on the prestressed concrete industry, describes a sales and marketing audit conducted by a consulting firm, and a follow-up study by the same consulting firm to design a new marketing and sales control system for Macon. Geographic Setting: Southeastern United States Industry Setting: Cement industry Company Size: small Gross Revenues: $20 million sales Subjects: Building materials industry; Consulting; Cost accounting; Information systems; Marketing implementation; Marketing information systems; Sales management Length: 37p Supplementary Materials: Teaching Note, (585161), 15p, by Thomas V. Bonoma, Shirley M. Spence 579102 Title: Macy's California Author(s): Malone, Claudine B.; Parpia, Manu Publication Date: 11/01/1978 Revision Date: 12/13/1989 Product Type: Case (Field) Abstract: Discusses the issues pro and con eliminating the home furnishings department from the Macy's store now under construction in Reno. Geographic Setting: San Francisco, CA; Reno, NV Industry Setting: Retail industry Company Size: large Gross Revenues: $1.66 billion sales Subjects: Department stores; Furniture; Product lines; Retailing Length: 25p Supplementary Materials: Teaching Note, (591113), 6p, by Walter J. Salmon, David Wylie R0711Z Title: Mad About Plaid (Commentary for HBR Case Study) Author(s): Kirby, Julia; Ferguson, Niall; Thomas, Dana; Seidman, Dov; Corkindale, Gill Publication Date: 11/01/2007 Product Type: Harvard Business Review Article Abstract: Castlebridge & Company, a maker of high-quality outerwear, is a century-old British institution. Its headquarters remain in London, but most of its manufacturing has moved offshore. With the last domestic factory slated to close, the firm's executives struggle to preserve the "Britishness" of the brand. For historian Niall Ferguson, the plant closure is a logical step. The British public has been down this road, as have foreign consumers of British products. The real risk to the brand, Ferguson asserts, is the potential loss of its high-class cachet--not its national identity. Fashion reporter Dana Thomas argues that by broadening their markets beyond the super wealthy, luxury brands have made themselves vulnerable to economic fluctuations. Cutting costs by moving production offshore is inevitable, so Castlebridge should, with characteristic British candor, come clean about it. If the firm shines light on its native roots and its international production, it could establish a winning reputation as a truly modern, global brand. Dov Seidman, CEO of LRN, takes issue with how Castlebridge has gone about the shift to offshore production. In a world where reputation matters more than ever, the firm can't just outperform competitors. It must "outbehave" them, by keeping its promises and acting in a principled manner. Seidman advises the company to rediscover and recommit to the core values that have brought it this far. Writer and consultant Gill Corkindale looks inside Castlebridge, focusing on the staff that will stay on as the company restructures. She recommends a trustbuilding people strategy, modeled by the CEO, which emphasizes forthright communication from management, as well as genuine solicitation of, and response to, the opinions of employees. May be used with: (R0711X) Mad About Plaid (HBR Case Study). Geographic Setting: Great Britain; Japan Industry Setting: Luxury goods Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Year New: 2007 R0711A Title: Mad About Plaid (HBR Case Study and Commentary) Author(s): Kirby, Julia; Ferguson, Niall; Thomas, Dana; Seidman, Dov; Corkindale, Gill Publication Date: 11/01/2007 Product Type: Harvard Business Review Article Abstract: Castlebridge & Company, a maker of high-quality outerwear, is a century-old British institution. Its headquarters remain in London, but most of its manufacturing has moved offshore. With the last domestic factory slated to close, the firm's executives struggle to preserve the "Britishness" of the brand. For historian Niall Ferguson, the plant closure is a logical step. The British public has been down this road, as have foreign consumers of British
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products. The real risk to the brand, Ferguson asserts, is the potential loss of its high-class cachet--not its national identity. Fashion reporter Dana Thomas argues that by broadening their markets beyond the super wealthy, luxury brands have made themselves vulnerable to economic fluctuations. Cutting costs by moving production offshore is inevitable, so Castlebridge should, with characteristic British candor, come clean about it. If the firm shines light on its native roots and its international production, it could establish a winning reputation as a truly modern, global brand. Dov Seidman, CEO of LRN, takes issue with how Castlebridge has gone about the shift to offshore production. In a world where reputation matters more than ever, the firm can't just outperform competitors. It must "outbehave" them, by keeping its promises and acting in a principled manner. Seidman advises the company to rediscover and recommit to the core values that have brought it this far. Writer and consultant Gill Corkindale looks inside Castlebridge, focusing on the staff that will stay on as the company restructures. She recommends a trustbuilding people strategy, modeled by the CEO, which emphasizes forthright communication from management, as well as genuine solicitation of, and response to, the opinions of employees. Geographic Setting: Great Britain; Japan Industry Setting: Luxury goods Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2007 R0711X Title: Mad About Plaid (HBR Case Study) Author(s): Kirby, Julia Publication Date: 11/01/2007 Product Type: Harvard Business Review Article Abstract: Castlebridge & Company, a maker of high-quality outerwear, is a century-old British institution. Its headquarters remain in London, but most of its manufacturing has moved offshore. With the last domestic factory slated to close, the firm's executives struggle to preserve the "Britishness" of the brand. For historian Niall Ferguson, the plant closure is a logical step. The British public has been down this road, as have foreign consumers of British products. The real risk to the brand, Ferguson asserts, is the potential loss of its high-class cachet--not its national identity. Fashion reporter Dana Thomas argues that by broadening their markets beyond the super wealthy, luxury brands have made themselves vulnerable to
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economic fluctuations. Cutting costs by moving production offshore is inevitable, so Castlebridge should, with characteristic British candor, come clean about it. If the firm shines light on its native roots and its international production, it could establish a winning reputation as a truly modern, global brand. Dov Seidman, CEO of LRN, takes issue with how Castlebridge has gone about the shift to offshore production. In a world where reputation matters more than ever, the firm can't just outperform competitors. It must "outbehave" them, by keeping its promises and acting in a principled manner. Seidman advises the company to rediscover and recommit to the core values that have brought it this far. Writer and consultant Gill Corkindale looks inside Castlebridge, focusing on the staff that will stay on as the company restructures. She recommends a trustbuilding people strategy, modeled by the CEO, which emphasizes forthright communication from management, as well as genuine solicitation of, and response to, the opinions of employees. May be used with: (R0711Z) Mad About Plaid (Commentary for HBR Case Study). Geographic Setting: Great Britain; Japan Industry Setting: Luxury goods Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Year New: 2007 592057 Title: Magic Johnson: Endorsements "After"...? Author(s): Greyser, Stephen A.; Schille, Wendy Publication Date: 11/11/1991 Product Type: Case (Library) Abstract: On Thursday, November 7, 1991, Los Angeles Lakers star Earvin "Magic" Johnson announced his retirement from basketball in the wake of having tested positive for HIV, the virus that causes AIDS. Magic Johnson was one of the most popular figures in sports, both nationally and internationally. Among the many affected by Johnson's sudden retirement were his commercial sponsors, a group of companies comprising both sporting goods and other consumer products. The case looks at the situation through the lens of the sponsors. Should they retain their association with Johnson? If so, for how long and in what ways? Provides students with the opportunity to put themselves in the shoes of a marketing director, faced with the sudden reversal of fortune of one of the company's key endorsers. Allows for role playing from various perspectives: that of the MD of a sporting goods company compared to the MD of some other consumer product for example. May be used with: (588051) John Hancock Financial Services: Sports Sponsorship. Geographic Setting: United States Industry Setting: Sports industry Subjects: Consumer marketing; Health; Management of crises; Marketing management; Marketing strategy Length: 2p 588006 Title: The Magic Matrix: Products and Accounts Author(s): Shapiro, Benson P. Publication Date: 11/16/1987 Product Type: Note Abstract: Describes an interfunctional approach to product mix management and account selection. The approach uses a matrix of products and accounts. Also describes the concepts and implementation of the approach. Subjects: Control systems; Customer relations; Interdepartmental relations; Marketing planning; Product management; Profitability analysis Length: 12p 503S77 Title: Maison Bouygues, Spanish Version Author(s): Quelch, John A.; Conley, Greg Publication Date: 01/06/1992 Revision Date: 03/10/1993 Product Type: LACC Case Abstract: The vice president of marketing is reviewing the 1991 marketing plan and budget for Maison Bouygues, the leading builder of new single family homes in France. Due to recession, the company's sales are forecast to be flat and adjustments may need to be made in the marketing and selling mix. Geographic Setting: France Industry Setting: Construction industry; Housing industry Company Size: mid-size Gross Revenues: $300 million revenues Subjects: Brands; Construction; Direct marketing; France; Marketing planning Length: 24p 592059 Title: Maison Bouygues Author(s): Quelch, John A.; Conley, Greg Publication Date: 01/06/1992 Revision Date: 03/10/1993 Product Type: Case (Field) Abstract: The vice president of marketing is reviewing the 1991 marketing plan and budget for Maison
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Bouygues, the leading builder of new single family homes in France. Due to recession, the company's sales are forecast to be flat and adjustments may need to be made in the marketing and selling mix. Geographic Setting: France Industry Setting: Construction industry; Housing industry Company Size: mid-size Gross Revenues: $300 million revenues Subjects: Brands; Construction; Direct marketing; France; Marketing planning Length: 21p Supplementary Materials: Teaching Note, (594073), 12p, by John A. Quelch 599121 Title: Major League Baseball--1999 Author(s): Greyser, Stephen A.; Smyth, Elizabeth E. Publication Date: 06/25/1999 Product Type: Case (Library) Abstract: Major League Baseball (MLB) has experienced a very positive 1998 season and must assess its situation and consider new initiatives for 1999. The latter include building, a fan base, television coverage, etc. Geographic Setting: United States Industry Setting: Sports industry Subjects: Consumer marketing; Sports Length: 3p 599023 Title: Major League Soccer--1996-98: Now, Later...Never? Author(s): Greyser, Stephen A.; Goldman, Kirk Publication Date: 12/16/1998 Revision Date: 08/17/2004 Product Type: Case (Library) Abstract: Major League Soccer (MLS) has entered the U.S. "big league" sports arena. This case reviews its first several years. Students must determine the basic business model of MLS in the context of changes in the fan acceptance of soccer in the United States. A comparison should be made with the experience of the North American Soccer League. Students must assess the progress made by MLS in each of its early seasons. Several new (1998) issues for MLS are included for further student discussion. The ultimate question is whether MLS can be successful long-term. Geographic Setting: United States Industry Setting: Professional sports teams & organizations; Soccer Subjects: Marketing management; Marketing strategy; Sports Length: 11p Year New: 2004
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82305 Title: Major Sales: Who Really Does the Buying? Author(s): Bonoma, Thomas V. Publication Date: 05/01/1982 Product Type: Harvard Business Review Article Abstract: Seemingly well-planned, wellexecuted selling strategies may fail if management does not understand the human side of selling. Marketing managers can get at the human factors of purchasing decisions by answering four questions: who is in the buying center; who are the powerful buyers; what does each buying-center member want; and how do they perceive us? Sales managers should listen to the sales force, emphasize homework and details, and make productive sales calls the norm. May be used with: (596112) SaleSoft, Inc. (A). Subjects: Sales management; Sales strategy Length: 10p R0607P Title: Major Sales: Who Really Does the Buying? (HBR Classic) Author(s): Bonoma, Thomas V. Publication Date: 07/01/2006 Product Type: Harvard Business Review Article Abstract: When is a buyer not really a buyer? How can the best product at the lowest price turn off buyers? Are there anonymous leaders who make the actual buying decisions? As these questions suggest, the reality of buying and selling is often not what it seems. What's more, salespeople often overlook the psychological and emotional factors that figure strongly in buying and selling. By failing to observe these less tangible aspects of selling, a vendor can lose sales without understanding why. In this article, first published in 1982, Thomas V. Bonoma sets up a procedure for analyzing buying decisions and tells sellers how to apply the resulting framework to specific situations. Steps in the procedure include the following. First, identify the actual decision makers. Though it may come as a surprise, power does not correlate perfectly with organizational rank. The author outlines five bases of power and offers six behavioral clues for identifying the real decision makers. Second, determine how buyers view their self-interest. All buyers act selfishly, but they sometimes miscalculate. As a result, diagnosing motivation is one of the most difficult management tasks to do accurately. The author suggests several techniques to determine how buyers choose their own self-interest. Third, gather and apply psychological intelligence. There is no formula for placing sound psychological analyses magically in the sales staff's hands. However, the author offers three guidelines--make sure that sales calls are highly productive and informative, listen to the sales force, and reward rigorous fact gathering, analysis, and execution--to help managers increase sales effectiveness. Industry Setting: Computer industry; Telecommunications industry Subjects: NO SUBJECTS(KEYWORDS) Length: 13p Year New: 2006 1004 Title: Major Sales: Who Really Does the Buying? (HBR OnPoint Enhanced Edition) Author(s): Bonoma, Thomas V. Publication Date: 07/01/2006 Product Type: HBR OnPoint Article Abstract: When is a buyer not really a buyer? How can the best product at the lowest price turn off buyers? Are there anonymous leaders who make the actual buying decisions? As these questions suggest, the reality of buying and selling is often not what it seems. What's more, salespeople often overlook the psychological and emotional factors that figure strongly in buying and selling. By failing to observe these less tangible aspects of selling, a vendor can lose sales without understanding why. In this article, first published in 1982, Bonoma sets up a procedure for analyzing buying decisions and tells sellers how to apply the resulting framework to specific situations. Steps in the procedure include the following. First, identify the actual decision makers. Though it may come as a surprise, power does not correlate perfectly with organizational rank. The author outlines five bases of power and offers six behavioral clues for identifying the real decision makers. Second, determine how buyers view their self-interest. All buyers act selfishly, but they sometimes miscalculate. As a result, diagnosing motivation is one of the most difficult management tasks to do accurately. The author suggests several techniques to determine how buyers choose their own self-interest. Third, gather and apply psychological intelligence. There is no formula for placing sound psychological analyses magically in the sales staff's hands. However, the author offers three guidelines--make sure that sales calls are highly productive and informative, listen to the sales force, and reward rigorous fact gathering, analysis, and execution--to help managers increase sales effectiveness. Subjects: NO
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3447 Title: Make Sure All Your Products Are Profitable, 2nd Edition (HBR Article Collection) Author(s): Christensen, Clayton M.; Cook, Scott; Hall, Taddy; Quelch, John A.; Kenny, David; Gottfredson, Mark; Aspinall, Keith; Rust, Roland T.; Thompson, Debora Viana; Hamilton, Rebecca W. Publication Date: 02/01/2006 Product Type: HBR OnPoint Collection Abstract: Most new products don't generate the expected profits. Why? We develop them to suit the "needs" of statistically average customers--not real human beings--so consumers reject them. We also expect new products to expand category demand. But people don't eat more or shampoo more frequently just because they have more product choices. Increasing the number of offerings also introduces costly complexity into our operations, shrinking margins. Finally, to boost revenues, we keep adding features to products-making them so difficult to use that customers return them and take their business elsewhere. Here's a better way: Ask real people what jobs they want to get done. Then develop offerings they'll "hire" for those jobs. Build market share for offerings that account for most of your sales. You'll enjoy healthier margins. Introduce product variety only if the resulting costs won't outweigh new revenues. And provide a variety of simpler, easier-to-use products--each tailored to a particular customer segment. Subjects: NO SUBJECTS(KEYWORDS) Length: 49p List Price: $17.95 Year New: 2006 85104 Title: Make Sure Your Customers Keep Coming Back Author(s): DeBruicker, F. Stewart; Summe, Gregory L. Publication Date: 01/01/1985 Product Type: Harvard Business Review Article Abstract: During a product's evolution to maturity, corporate customers inevitably change from inexperienced generalists to experienced specialists. The benefits customers seek change as well. Anticipating the patterns of evolution in customer decision making is as vital to success as is the most technically sophisticated product development
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program. Subjects: Customer relations; Product management; Sales strategy Length: 7p 96206 Title: Make Your Dealers Your Partners Author(s): Fites, Donald V. Publication Date: 03/01/1996 Product Type: Harvard Business Review Article Abstract: A decade ago, many observers predicted Caterpillar's demise. Yet today the company's overall share of the world market for construction and mining equipment is the highest in its history. And the biggest reason for the turnaround, writes Caterpillar's chairman and CEO Donald Fites, has been the company's system of distribution and product support and the close customer relationships it fosters. The backbone of that system is Caterpillar's 186 independent dealers around the world. They have played a central role in helping the company build close relationships with customers and gain insights into how it can improve products and services. Industry Setting: Machinery industry Subjects: Customer relations; Customer service; Distribution planning; Logistics; Machinery; Sales strategy Length: 12p IMD040 Title: Make Yourself Heard: Ericsson's Global Brand Campaign Author(s): Kashani, Kamran Publication Date: 01/01/1998 Revision Date: 01/06/2003 Product Type: Case (Field) Publisher: IMD - International Institute for Management Development Abstract: Ericsson, the Swedish telecommunications products and systems company, is embarking on a first-ever global advertising campaign for its brand of mobile phones. The idea for consumer brand building, new to an otherwise technology-oriented, industrial company, has come about as a result of developments in the worldwide market for cellular phones: fast growth, entry of new consumer segments, declining product differentiation, and the growing pressure on prices and margins. The expensive campaign, aiming to cement a relationship with consumers, is notable for a total absence of product-related communication. Under the slogan "Make yourself heard," the ads feature a gallery of faces and a range of situations demonstrating the spirit of communication between people around the world. Some of the issues the case raises are: How do you build a strong brand for a product that is increasingly difficult to differentiate? Can pure brand values stand on their own merits without any references to products? What criteria should you use to evaluate advertising execution? A 2001 ECCH award winner. Geographic Setting: Europe; Global Industry Setting: Telephone industry Company Size: large Subjects: Advertising campaigns; Brands; Communication; Europe; Globalization; Scandinavia; Telecommunications Length: 20p Supplementary Materials: Teaching Note, (IMD041), 7p, by Kamran Kashani, Janet Shaner NEW 83615 Title: Make the Sales Task Clear Author(s): Shapiro, Benson P.; Doyle, Stephen X. Publication Date: 11/01/1983 Product Type: Harvard Business Review Article Abstract: A sales task is clear if sales result from a salesperson's efforts to sell, if performance feedback is timely, and if that feedback is accurate. Management has four areas in which it must try to be clear--deployment, account management, information systems, and field sales management. The more specific the account coverage, the better. Hence, limiting the number of accounts for each salesperson is recommended. Field sales managers can use management by objectives, performance appraisal, and monthly reviews to encourage their salespeople to do their work effectively. Subjects: Management by objectives; Motivation; Sales management Length: 3p F0306D Title: Making Cool Brands Hot Author(s): Blasberg, John; Vishwanath, Vijay Publication Date: 06/01/2003 Product Type: Harvard Business Review Article Abstract: Consumer-product consultants have analyzed the revenue growth of more than 500 major national brands and conclude that any brand, regardless of its competitive position, can outperform the average for its category through aggressive innovation and promotion. Subjects: Brand equity; Brand management; Brands; Innovation; Marketing strategy; Product positioning Length: 2p 96302Z Title: Making Local Knowledge Global
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(Commentary on HBR Case Study) Author(s): Cerny, Keith; Goeser, Louise; Davenport, Thomas H.; Harrington, Barry; Goldsmith, George; O'Dea, G. Kelly Publication Date: 05/01/1996 Product Type: Harvard Business Review Article Abstract: David Martin, chief operating officer of Lexington Labs, was apprehensive about the upcoming meeting with his senior sales executives. Just a few years earlier, when the pharmaceutical company enjoyed extraordinary success, gatherings with the sales force had seemed like celebrations. But in the past 18 months, sales had begun to fall, as had earnings. And most of the top sales personnel had begun to focus on their own businesses as major changes swept through the health care industry. Martin sensed that the solution was a system to facilitate the flow of knowledge across borders. Sales executives needed to share vital information about products, customers, competitors, and selling techniques. But what kind of system would work best? Unfortunately, Martin's apprehensions were justified. The meeting only emphasized how fragmented the company had become. How can Martin get Lexington to function as one global company? May be used with: (96302X) Making Local Knowledge Global (HBR Case Study). Industry Setting: Pharmaceutical industry Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2005 96302 Title: Making Local Knowledge Global (HBR Case Study and Commentary) Author(s): Cerny, Keith; Goeser, Louise; Davenport, Thomas H.; Harrington, Brooke; Goldsmith, George; O'Dea, G. Kelly Publication Date: 05/01/1996 Product Type: Harvard Business Review Article Abstract: David Martin, chief operating officer of Lexington Labs, was apprehensive about the upcoming meeting with his senior sales executives. Just a few years earlier, when the pharmaceutical company enjoyed extraordinary success, gatherings with the sales force had seemed like celebrations. But in the past 18 months, sales had begun to fall, as had earnings. And most of the top sales personnel had begun to focus on their own businesses as major changes swept through the health care industry. Martin sensed that the solution was a system to facilitate the
Marketing
flow of knowledge across borders. Sales executives needed to share vital information about products, customers, competitors, and selling techniques. But what kind of system would work best? Unfortunately, Martin's apprehensions were justified. The meeting only emphasized how fragmented the company had become. How can Martin get Lexington to function as one global company? Industry Setting: Pharmaceutical industry Subjects: HBR Case Discussions; Leadership; Pharmaceuticals; Sales management Length: 12p 96302X Title: Making Local Knowledge Global (HBR Case Study) Author(s): Cerny, Keith Publication Date: 05/01/1996 Product Type: Harvard Business Review Article Abstract: David Martin, chief operating officer of Lexington Labs, was apprehensive about the upcoming meeting with his senior sales executives. Just a few years earlier, when the pharmaceutical company enjoyed extraordinary success, gatherings with the sales force had seemed like celebrations. But in the past 18 months, sales had begun to fall, as had earnings. And most of the top sales personnel had begun to focus on their own businesses as major changes swept through the health care industry. Martin sensed that the solution was a system to facilitate the flow of knowledge across borders. Sales executives needed to share vital information about products, customers, competitors, and selling techniques. But what kind of system would work best? Unfortunately, Martin's apprehensions were justified. The meeting only emphasized how fragmented the company had become. How can Martin get Lexington to function as one global company? May be used with: (96302Z) Making Local Knowledge Global (Commentary on HBR Case Study). Industry Setting: Pharmaceutical industry Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2005 4002 Title: Making Local Knowledge Global (HBR OnPoint Enhanced Edition) Author(s): Cerny, Keith Publication Date: 02/01/2000 Product Type: HBR OnPoint Article Abstract: David Martin, chief operating officer of Lexington Labs, was apprehensive about the upcoming meeting with his senior sales executives. Just a few years earlier, when the pharmaceutical company enjoyed extraordinary success, gatherings with the sales force had seemed like celebrations. But in the past 18 months, sales had begun to fall, as had earnings. And most of the top sales personnel had begun to focus on their own businesses as major changes swept through the health care industry. Martin sensed that the solution was a system to facilitate the flow of knowledge across borders. Sales executives needed to share vital information about products, customers, competitors, and selling techniques. But what kind of system would work best? Unfortunately, Martin's apprehensions were justified. The meeting only emphasized how fragmented the company had become. How can Martin get Lexington to function as one global company? Five experts offer their opinions on the issues raised by this HBR case study. Industry Setting: Pharmaceutical industry Subjects: HBR Case Discussions; Leadership; Pharmaceuticals; Sales management Length: 16p List Price: $6.50 79410 Title: Making Money Through Marketing Author(s): Shapiro, Benson P. Publication Date: 07/01/1979 Product Type: Harvard Business Review Article Abstract: Companies achieve marketing success by being active in profitable markets, concentrating on doing important tasks well, and doing these tasks well consistently. The identification of points of leverage in a market depends on the relationship between manufacturing and marketing. The degree of product customization directly influences the manufacturing, inventory, and sales functions. Consistency of purpose and strategy in the product, pricing, communication, and marketing channels yields a synchronized effort which results in a successful production/marketing effort. Subjects: Manufacturing strategy; Marketing strategy; Product management Length: 7p 84614 Title: Making Money with Proactive Pricing Author(s): Ross, Elliot B. Publication Date: 11/01/1984 Product Type: Harvard Business Review Article
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Abstract: The most profitable industrial companies are successful not because they have the lowest costs but because they outmaneuver their competitors on price. These companies analyze the way pricing works in their industries. With this information, these companies design pricing policies that result in extra earnings of millions of dollars. The normal frequency distribution curve that emerges from comparison of orders for a product to its price is called the price band. A series of steps to shift the price band is a pricing strategy. Subjects: Marketing management; Marketing strategy; Pricing strategy Length: 11p F00205 Title: Making Sense of Scanner Data Author(s): Rossi, Peter; DeLurgio, Phil; Kantor, David Publication Date: 03/01/2000 Product Type: Harvard Business Review Article Abstract: A new statistical technique, called Bayesian shrinkage, can help manufacturers better analyze retail sales data and target marketing programs. Subjects: Market research; Statistical analysis Length: 2p 84201 Title: Making Your Marketing Strategy Work Author(s): Bonoma, Thomas V. Publication Date: 03/01/1984 Product Type: Harvard Business Review Article Abstract: Most companies are able to forge a marketing strategy, but have difficulty implementing it. Marketing practice has two components: structural and human. There are four levels in the structural hierarchy--functions, programs, systems, and policy directives--and each has its pitfalls. Of 32 companies sampled, those best at marketing practice have a strong sense of identity and direction, appeal to customers (including distributors) in unusual ways, have marketing managers who are willing to substitute skills for the formal structure, and see the executives as more important than the execution structure. Subjects: Marketing implementation; Marketing management; Marketing strategy Length: 8p 76209 Title: Making the Major Sale Author(s): Shapiro, Benson P.; Posner, Ronald S. Publication Date: 03/01/1976 Product Type: Harvard Business
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Review Article Abstract: In the last 15 years salesmanship has changed, especially when one business sells industrial or consumer goods and services to another. One-of-a-kind, non repetitive sales have increased as mergers and acquisitions, sales of parts of companies and corporate financing have become more prevalent. "Strategic selling" has become a meticulously planned, total process, requiring coordination between the buyer and seller that identifies the customer's needs and relates the product to those requirements. Often the selling process requires new organizational techniques, such as setting up a special sales force, regional sales managers, national account groups, or separate divisions. Subjects: Sales management; Sales organization; Sales strategy Length: 9p R0607L Title: Making the Major Sale (HBR Classic) Author(s): Shapiro, Benson P.; Posner, Ronald S. Publication Date: 07/01/2006 Product Type: Harvard Business Review Article Abstract: Many companies today are faced with large, complex selling situations--they sell expensive equipment that affects many parts of a customer's company, they work on sales that may take several years to consummate, or they arrange mergers with other organizations. These major sales need special handling: They are more complex than smaller transactions, their potential profit is larger, and they have a more lasting effect on both buyer and seller. In this article, first published in 1976, the authors develop a systematic approach that companies can use not only to facilitate the sale but also to ensure the long-term account relationship. Their eight-step procedure shows how to open a contact, "separate the suspects from the prospects," develop a profile of a company's needs and key personnel, justify the purchase to the buyer, make the sales pitch, coordinate company resources, close the sale, and maintain the account. Before they can engage in strategic selling, most companies will have to revise the makeup of their sales forces according to the kind of sales they want to make, which may include different types of nonrecurring sales. To help solve these more complicated selling problems, the authors provide organizational guidelines for companies to use in their specific operations. Among these are creating a senior sales force to service a multitude of major accounts, assigning a field sales manager to one or two accounts for regional sales management, and having top executives take charge of the large sales. Industry Setting: Chemical industry; Consumer products Subjects: NO SUBJECTS(KEYWORDS) Length: 11p Year New: 2006 2302 Title: Making the Sale Author(s): Lessons, Fifty Publication Date: 05/14/2008 Product Type: HBS Press Book Abstract: The Lessons Learned Series: Wondering how the most accomplished leaders from around the globe have tackled their toughest challenges? Now you can find out--with Lessons Learned. Concise and engaging, each volume in this new series offers twelve to fourteen insightful essays by top leaders in business, the public sector, and academia on the most pressing issues they've faced. A crucial resource for today's busy executive, Lessons Learned gives you instant access to the wisdom and expertise of the world's most talented leaders. Featuring interviews with: Doug Elix, IBM; Dave Balter, BzzAgent; Richard Santulli, NetJets; and David Bell, Interpublic Group. Subjects: NO SUBJECTS(KEYWORDS) Length: 112p List Price: $9.95 Year New: 2007 587076 Title: Manac Systems International Ltd. Author(s): Kosnik, Thomas J. Publication Date: 10/08/1986 Revision Date: 01/31/1991 Product Type: Case (Field) Abstract: Manac Systems International is confronting a decision about how best to market one of its computer software product lines to small law firms. In the past, Manac has focused on traditional personal selling approaches to market software products that ran on IBM minicomputers. With the advent of increasingly powerful microcomputers, they now have the opportunity to market a new software product line and must decide how to market it. Should they rely on personal selling in the channels or invest heavily in a different marketing program, with advertising, a toll-free telephone line, and a money-back guarantee to get small law firms to order the software direct from Manac? Geographic Setting: Canada; United
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States Industry Setting: Software industry Company Size: small Subjects: Canada; High technology products; Industrial markets; Marketing management; Personal selling; Product lines; Product management Length: 18p Supplementary Materials: Teaching Note, (589073), 17p, by Thomas J. Kosnik 584037 Title: Manac Systems: Selling Legal Software Systems (A) Author(s): Bonoma, Thomas V.; Kane, Margaret L. Publication Date: 10/12/1983 Revision Date: 12/31/1984 Product Type: Case (Field) Abstract: Ms. Lynne Verchere, president and founder of Manac Systems International Ltd., a small company that produced and sold software to law firms, needs to formulate a method to successfully sell the software. Manac's systems are high quality; 50 systems have been sold to date. But, sales are successful only when Ms. Verchere has had direct involvement in the selling process. The company has had consistent employee turnover in the sales and marketing areas, and so far only these individuals have been unable to sell the software systems. Raises issues of how to sell a product with a lengthy buying process to organizations that are often resistant to change, and allows a detailed "win/loss" analysis to be done on the factors involved in successful and unsuccessful sales attempts. Geographic Setting: Montreal, QC Industry Setting: Software industry Gross Revenues: $800,000 revenues Subjects: Computer systems; Information services; Marketing implementation; Marketing management; Sales management Length: 26p 87513 Title: Manage Customers for Profits (Not Just Sales) Author(s): Shapiro, Benson P.; Rangan, V. Kasturi; Moriarty, Rowland T., Jr.; Ross, Elliot B. Publication Date: 09/01/1987 Product Type: Harvard Business Review Article Abstract: Many companies have found that high sales volume does not automatically mean high profits. Among the factors that do affect customer profitability are geography, order size, and extra attention to keep the account. Some customers simply cost more to serve. Others will pay any price to get a
Marketing
certain product. If companies want profits and not just sales, they should start by understanding the differences among their customers. Careful analysis of customers and products will steer sellers into more profitable markets. Sellers should: know the exact amount and origin of costs; understand their profitability dispersion and set prices according to the value customers place on each product; focus strategy according to their knowledge of customers and their own strengths; install information and other systems to support a chosen strategy; and analyze profit dispersion and rethink strategy continually. May be used with: (103021) Internet Customer Acquisition Strategy at Bankinter. Subjects: Customer relations; Marketing strategy; Sales management Length: 8p 96402 Title: Manage Marketing by the Customer Equity Test Author(s): Blattberg, Robert C.; Deighton, John Publication Date: 07/01/1996 Product Type: Harvard Business Review Article Abstract: Managers have recently begun to think of good marketing as good conversation, as a process of drawing customers into progressively more satisfying relationships with a company. And just as the art of conversation follows two steps--first striking up a conversation with a likely partner and then maintaining the flow-so the new marketing naturally divides itself into the work of customer acquisition and the work of customer retention. But how can managers determine the optimal balance between spending on acquisition and spending on retention? The authors use decision calculus to approach the large, complex problem through several smaller, more manageable questions on the same topic. Subjects: Customer relations; Marketing management Length: 9p BESTSELLER 591098 Title: Manage Orders, Satisfy Customers, Make Money Author(s): Shapiro, Benson P.; Sviokla, John J.; Rangan, V. Kasturi Publication Date: 03/01/1991 Revision Date: 10/25/1991 Product Type: Note Abstract: Describes the total order management system with emphasis on: 1) symptoms of poor performance, 2) definition of the order management system, and 3) how problems arise. Concludes with specific suggestions on how to improve the order management system. Subjects: Interdepartmental relations; Order processing; Pricing; Product lines; Production scheduling; Profitability analysis Length: 18p 75205 Title: Manage Your Sales Force as a System Author(s): Henry, Porter Publication Date: 03/01/1975 Product Type: Harvard Business Review Article Abstract: Systems analysis may increase the productivity of a sales department by revealing the right combination of products, the right promotional methods, and the right locations. Sales managers implement the system by setting improvement objectives and then applying output and input variables to determine which control variables need changing. Five methods of measuring efficiency are: contribution to profit; return on assets; sales cost ratio; market share; and achievement of company marketing goals. Subjects: Sales management; Systems analysis Length: 10p 74512 Title: Manage the Customer, Not Just the Sales Force Author(s): Shapiro, Benson P. Publication Date: 09/01/1974 Product Type: Harvard Business Review Article Abstract: Effective sales management achieves a balance among four key areas: defining the role of personal selling, deploying the sales force, managing the accounts, and understanding the selling costs. Because sales depend on the customer, management's overall concern should be managing the customer, not the sales force. Subjects: Customer relations; Personal selling; Sales management Length: 8p 4854BC Title: Managing Brand Loyalty as a Social Network Author(s): Holt, Douglas B. Publication Date: 09/15/2004 Product Type: HBS Press Chapter Abstract: This chapter uses the case of ESPN to describe the three interdependent constituencies of an iconic brand, and the distinctive network model of brand loyalty that holds such
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CMR150 Title: Managing Brands for the Long Run: Effective Brand Reinforcement and Revitalization Strategies Author(s): Keller, Kevin L. Publication Date: 04/01/1999 Product Type: CMR Article Publisher: California Management Review Abstract: Effective brand management requires taking a long-term view of marketing decisions. Managing brands for the long run involves reinforcing brands or, if necessary, revitalizing brands. Reinforcing brands involves ensuring innovation in product design, manufacturing, and merchandising and ensuring relevance in user and usage imagery. Another critical consideration in reinforcing brands is the consistency of the marketing support that the brand receives, both in terms of the amount and nature of that support. Revitalizing a brand, on the other hand, requires either that lost sources of brand equity are recaptured ("a back to basics" approach) or that new sources of brand equity are identified and established. Two general approaches are possible: expanding the depth and/or breadth of brand awareness by improving brand recall and recognition of consumers during purchase or consumption settings; and improving the strength, favorability, and uniqueness of brand associations making up the brand image (either in terms of existing or new brand associations). Subjects: Brand equity; Brand management; Marketing planning; Marketing strategy Length: 24p BH080 Title: Managing Co-Branding Strategies: Global Brands into Local Markets Author(s): Abratt, Russell; Motlana, Patience Publication Date: 09/15/2002 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Co-branding is an important strategy for the transition of brands. For multinational companies with global brands, it raises the chances of success in local markets. For local firms with strong brands, it secures their future through foreign investment and access to technology while maintaining
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consumer franchise and loyalty. In this review of co-branding and its relationship to consumer choice behavior, two case studies in the food industry lead to a set of guidelines for managers who want to use a cobranding strategy in brand transitions. Subjects: Brands; Marketing management; Marketing strategy Length: 8p NEW 270XBC Title: Managing Customer Acquisitions Author(s): Blattberg, Robert C.; Getz, Gary; Thomas, Jacquelyn S. Publication Date: 05/23/2001 Product Type: HBS Press Chapter Abstract: All elements of the acquisition process--from the creation of customer expectations through advertising or promotions to post-purchase customer service--have long-term implications for the customer-firm relationship. This chapter provides strategies to help manage these and evaluate how successful the firm is in achieving longterm customer acquisition. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine; (2548BC) The Marketing Mix; (267XBC) From Brand Acquisitions to Brand Rationalization; (2661BC) From Market Segments to Strategic Segments; (2718BC) Managing Customer Retention; (2726BC) Enhancing Customer Equity Through Add-On Selling; (2688BC) From Declining to Growing Distribution Channels; (2696BC) From Branded Bulldozers to Global Distribution Partners. Subjects: NO SUBJECTS(KEYWORDS) Length: 36p List Price: $6.95 Year New: 2005 2718BC Title: Managing Customer Retention Author(s): Blattberg, Robert C.; Getz, Gary; Thomas, Jacquelyn S. Publication Date: 05/23/2001 Product Type: HBS Press Chapter Abstract: Although initial promotions may lead to first-time purchases, a crucial factor in determining customer retention is the difference between customers' expectations and the perceived quality of the product and continued customer service. This chapter discusses determinants of customer retention and strategies with which to manage them. May be used with: (2548BC) The Marketing Mix; (253XBC) From Marketing as a Function to Marketing as a Transformational Engine; (267XBC) From Brand Acquisitions to Brand Rationalization; (2661BC) From Market Segments to Strategic Segments; (270XBC) Managing Customer Acquisitions; (2726BC) Enhancing Customer Equity Through Add-On Selling; (2750BC) Market Research: Listen and Learn; (2688BC) From Declining to Growing Distribution Channels; (2696BC) From Branded Bulldozers to Global Distribution Partners. Subjects: NO SUBJECTS(KEYWORDS) Length: 28p List Price: $6.95 Year New: 2005 R0709G Title: Managing Global Accounts Author(s): Yip, George S.; Bink, Audrey J. M. Publication Date: 09/01/2007 Product Type: Harvard Business Review Article Abstract: Global account management (GAM)--which treats a multinational customer's operations as one integrated account, with coherent terms for pricing, product specifications, and service--has proliferated over the past decade. Yet according to the authors' research, only about a third of the suppliers that have offered GAM are pleased with the results. The unhappy majority may be suffering from confusion about when, how, and to whom to provide it. Yip, the director of research and innovation at Capgemini, and Bink, the head of marketing communications at Uxbridge College, have found that GAM can improve customer satisfaction by 20% or more and can raise both profits and revenues by at least 15% within a few years of its introduction. They provide guidelines to help companies achieve similar results. The first steps are determining whether your products or services are appropriate for GAM, whether your customers want such a program, whether those customers are crucial to your strategy, and how GAM might affect your competitive advantage. If moving forward makes sense, the authors' exhibit, "A Scorecard for Selecting Global Accounts," can help you target the right customers. The final step is deciding which of three basic forms to offer: coordination GAM (in which national operations remain relatively strong), control GAM (in which the global operations and the national operations are fairly balanced), and separate GAM (in which a new business unit has total responsibility for global accounts). Given the difficulty and expense of providing multiple varieties, the vast majority of companies should initially customize just one--and they
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should be careful not to start with a choice that is too ambitious for either themselves or their customers to handle. Subjects: NO SUBJECTS(KEYWORDS) Length: 11p Year New: 2007 90605 Title: Managing Hybrid Marketing Systems Author(s): Moriarty, Rowland T., Jr.; Moran, Ursula H. Publication Date: 11/01/1990 Product Type: Harvard Business Review Article Abstract: Companies are creating new hybrid marketing systems that promise to become the dominant marketing design. These systems offer greater coverage and reduced costs, but they are also hard to manage. Managers can make the task easier with a "hybrid grid," a map that illustrates the combination of channels and tasks that will optimize cost and coverage. Another tool, a marketing and sales productivity (MSP) system, can help managers create customized channels and service for specific customer segments. Subjects: Information systems; Marketing management; Marketing strategy Length: 10p 590046 Title: Managing Major Accounts Author(s): Cespedes, Frank V. Publication Date: 10/26/1989 Product Type: Note Abstract: Written as an introduction to a module in the second-year MBA course, Marketing Implementation. Discusses issues encountered in the selling and management of major accounts. The topics covered include: 1) reasons for the increasing importance of major account management in sales management and marketing strategy, 2) a framework for account selection, 3) a review of concepts useful in analyzing buying behavior in major-account sales situations, 4) an overview of stages in the development of buyer-seller relationships, and 5) key issues in sales coordination. Subjects: Industrial markets; Marketing implementation; Marketing management; Marketing organization; Sales management Length: 11p 591088 Title: Managing Marginal New Products Author(s): Rangan, V. Kasturi; Lal, Rajiv; Publication Date: 02/11/1991 Product Type: Note
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Abstract: Marginal new products are not central to a company's business strategy, neither are they a good fit with existing products (like many product enhancements are). These are products that the company's engineers and R&D scientists discovered while pursuing other more central projects. Alternatively, these are products that the company's sales force thought would serve some of the unmet needs of its existing customers. Either way, these products do not require heavy up-front developmental expenditure, but address untapped new markets and customer segments. Unfortunately, however, many such marginal new products are frequently mismanaged. In this case, we identify the causes for such management failures and identify ways to better manage their launch. Subjects: Industrial markets; Marketing management; New product marketing; Product development; Product management Length: 13p 594119 Title: Managing Market Complexity: A Three-Ring Circus Author(s): Rangan, V. Kasturi Publication Date: 05/10/1994 Product Type: Note Abstract: Proposes models of organization that address the various product-market environments posed by the product life cycle. Frames these changes along the two dimensions of uncertainty and diversity. Offers three sets of organizational characteristics to reflect the three stages of market development: entrepreneurship and innovation for stage 1, efficiency and dedication for stage 2, and expansion and coordination for stage 3. Contrary to current wisdom, argues that form (or structure) is as important as process. Concludes with illustrative case examples. Subjects: Marketing organization; Product life cycle; Uncertainty Length: 14p 583069 Title: Managing Marketing -- Exercise I Author(s): Bonoma, Thomas V.; Carlson, Karen A. Publication Date: 11/16/1982 Revision Date: 08/13/1984 Product Type: Note Abstract: Designed to be used in the last third of the Marketing Implementation course. Students are asked to select two cases from the ones they have completed which most clearly show excellence in marketing execution. They are asked to isolate the factors in management's behavior which they believe produced that excellence, and then to "grade" each of their other cases against these "excellence yardsticks," specifying why each management/case was judged positively or negatively. Subjects: Management performance; Managerial skills; Market research; Marketing implementation Length: 10p 583162 Title: Managing Marketing -- Exercise II Author(s): Bonoma, Thomas V.; Carlson, Karen A. Publication Date: 06/22/1983 Revision Date: 08/13/1984 Product Type: Note Abstract: Part of a series of exercises, used at various points in the Marketing Implementation course, to help students in isolating the key factors that determine good marketing practice. They also serve as individual study guides. Subjects: Management performance; Managerial skills; Market research; Marketing implementation Length: 10p 583163 Title: Managing Marketing -- Exercise III Author(s): Bonoma, Thomas V.; Carlson, Karen A. Publication Date: 06/23/1983 Revision Date: 08/13/1984 Product Type: Note Abstract: Part of a series of exercises, used at various points in the Marketing Implementation course to help students in isolating the key factors that determine good marketing practice. They also serve as individual study guides. Subjects: Management performance; Managerial skills; Market research; Marketing implementation Length: 11p 584007 Title: Managing Marketing -- Textual Note 6 Author(s): Bonoma, Thomas V. Publication Date: 07/15/1983 Product Type: Note Abstract: Explains key aspects of marketing implementation problems and how they can be diagnosed. Also discusses various execution problems that arise as marketing strategies are translated into management acts. Tactics for increasing the effectiveness of marketing practices are recommended. Subjects: Marketing implementation; Marketing strategy Length: 16p
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583158 Title: Managing Marketing Programs, Introductory Note -- Textual Note 3 Author(s): Bonoma, Thomas V. Publication Date: 06/23/1983 Revision Date: 02/29/1984 Product Type: Note Abstract: Introduces the marketing programs module of the Marketing Implementation course. Defines marketing programs, explores several cases to be discussed during the module, and relates these to the course framework. Industry Setting: Academic administration Subjects: Academic administration; Marketing implementation; Marketing information systems; Marketing mixes; Marketing organization Length: 14p 583159 Title: Managing Marketing Systems and Policies, Introductory Note -- Textual Note 4 Author(s): Bonoma, Thomas V. Publication Date: 06/30/1983 Revision Date: 02/29/1984 Product Type: Note Abstract: Introduces some concepts useful to the study of marketing systems and policies in the marketing implementation course. Marketing systems are defined and explained, as are marketing policies. Raises many issues involved in analyzing systems and policies in several cases used in the module. Industry Setting: Academic administration Subjects: Academic administration; Marketing implementation; Marketing information systems; Marketing organization Length: 15p 583160 Title: Managing Marketing, Integration and Conclusion -- Textual Note 5 Author(s): Bonoma, Thomas V. Publication Date: 06/23/1983 Revision Date: 02/29/1984 Product Type: Note Abstract: Introduces the final module of the marketing implementation course, the integrative case discussed there and the last administrations of the "excellence exercise." Industry Setting: Academic administration Subjects: Academic administration; Marketing implementation; Marketing management Length: 2p 503029 Title: Managing Markets Module Note
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Author(s): Narayandas, Das Publication Date: 09/05/2002 Revision Date: 03/28/2003 Product Type: Note Abstract: Provides an overview of the managing markets module in the Business Marketing course taught at HBS. Subjects: Business marketing Length: 5p NEW 8266C Title: Managing Markets, Segments, and Customers Author(s): Narayandas, Das Publication Date: 05/01/2005 Product Type: Faculty Seminar Video Medium: CD-ROM Abstract: Marketing is the management of markets, segments, and customers. Professor Das Narayandas asks you to examine how you manage each entity to produce a result that is beneficial to both you and the customer. He discusses visioning and market fit and explains why it is important to communicate the benefits to your customer and to link those benefits to the members of the decision-making unit. Subjects: NO SUBJECTS(KEYWORDS) Length: 42 min Year New: 2005 8266F Title: Managing Markets, Segments, and Customers (Faculty Lecture CDROM for Group Use) Author(s): Narayandas, Das Publication Date: 05/01/2005 Product Type: Faculty Seminar Video Medium: CD-ROM Abstract: Marketing is the management of markets, segments, and customers. Professor Das Narayandas asks you to examine how you manage each entity to produce a result that is beneficial to both you and the customer. He discusses visioning and market fit and explains why it is important to communicate the benefits to your customer and to link those benefits to the members of the decision-making unit. The Faculty Seminar Series brings you inside the classroom for the most dynamic talks from business visionaries at Harvard Business School and Stanford Graduate School of Business. Also available for individual use (8266C). Subjects: NO SUBJECTS(KEYWORDS) Length: 42 min Year New: 2005 92507 Title: Managing Price, Gaining Profit Author(s): Marn, Michael V.; Rosiello, Robert L. Publication Date: 09/01/1992 Product Type: Harvard Business Review Article Abstract: Managers miss out on significant profits because they shy away from pricing decisions for fear that they will alienate their customers. But if management isn't controlling its pricing policies, the customers probably are. Two basic principles, the pocket price waterfall and the pocket price band, show managers how to control the pricing puzzle. The pocket price waterfall reveals how price erodes between a company's invoice figure and the actual amount paid by the customer--the transaction price. It tracks volume purchase discounts, early payment bonuses, and frequent customer incentives that squeeze a company's profits. The pocket price band plots the range of pocket prices over which any given unit volume of a single product sells. Wide price bands are common, with many manufacturer's transaction prices ranging over 60%. Using the pocket price bank enables a manager to control the price range to greater profits. Subjects: Pricing; Pricing strategy; Quantitative analysis; Sales management Length: 10p BESTSELLER 2771 Title: Managing Product Life Cycles: From Start to Finish (Paperback) Author(s): HBR Publication Date: 07/01/1990 Product Type: HBS Press Book Abstract: Keep pace with the newest ideas in product quality, service life cycle, and the product development process. This paperback collection of Harvard Business Review articles gives special emphasis to collaborative product design and also addresses the management of the complete product life cycle. HBR paperbacks are regularly revised with recent articles. Subjects: Product design; Product development; Product life cycle; Product management Length: 120p List Price: $19.95 592068 Title: Managing Sales Interfaces: An Introduction Author(s): Cespedes, Frank V. Publication Date: 01/14/1992 Product Type: Note Abstract: Concerns issues involved in coordinating sales efforts with product management and customer service activities. First, discusses environmental factors that increase integration
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requirements among these groups, and why these factors make the field sales force a crucial crossroad in organizing and implementing marketing efforts. Second, outlines some common roles, responsibilities, and interdependencies among product, sales, and service groups in the marketing organization. Subjects: Marketing implementation; Marketing management; Marketing organization; Organization; Product management; Sales management Length: 21p 593047 Title: Managing Sales Interfaces: Developments in Practice Author(s): Cespedes, Frank V. Publication Date: 10/23/1992 Product Type: Note Abstract: Examines what some firms are doing to manage sales interfaces. Topics include: formal liaison units, field marketing specialists, multifunctional account teams, career paths, training programs, and changes in the role of market research. Also suggests frameworks and diagnostic questions useful for managers concerned with improving linkages among these marketing groups. May be used with Managing Sales Interfaces: Organizational Factors. Subjects: Customer service; Marketing implementation; Marketing management; Marketing organization; Organization; Product management; Sales management Length: 29p 593001 Title: Managing Sales Interfaces: Organizational Factors Author(s): Cespedes, Frank V. Publication Date: 07/09/1992 Product Type: Note Abstract: Concerns the coordination of sales efforts with product management and service activities. Based on field research in different industries, considers three related organizational factors: 1) the alignment of priorities that characterizes each group; 2) measurement systems that help to enforce these priorities; and 3) information flows that affect the measurement systems and each unit's priorities. Indicates for managers and students the issues that often generate "competency traps" in marketing organizations and impede coherence in customer-related activities. May be used with Managing Sales Interfaces: Developments in Practice. Subjects: Marketing implementation; Marketing management; Marketing organization; Organization; Product management; Sales management
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Length: 24p 590043 Title: Managing Selling and the Salesperson Author(s): Cespedes, Frank V. Publication Date: 10/26/1989 Revision Date: 11/16/2006 Product Type: Note Abstract: Written for a module in the Marketing Implementation course (a second-year elective in the MBA program). Provides a brief introduction to common issues involved in recruiting, training, compensating, and evaluating field salespeople. Also offers questions to consider concerning these topics in case analysis. Subjects: Consumer marketing; Industrial markets; Marketing implementation; Marketing management; Marketing organization; Sales management Length: 5p 505S03 Title: Managing the New Product Development Process, Spanish Version Author(s): Dolan, Robert J. Publication Date: 08/16/1991 Product Type: LACC Note Abstract: Describes how the new product development program is most efficiently managed. Teaching Purpose: to make student aware of resource options and develop skills in trade-off of costs/benefit of each. Subjects: Cost benefit analysis; Product design; Product development; Product introduction; Product management Length: 7p 592011 Title: Managing the New Product Development Process Author(s): Dolan, Robert J. Publication Date: 08/16/1991 Product Type: Note Abstract: Describes how the new product development program is most efficiently managed. Subjects: Cost benefit analysis; Product design; Product development; Product introduction; Product management Length: 6p SMR082 Title: Managing the Total Customer Experience Author(s): Berry, Leonard L.; Carbone, Lewis P.; Haeckel, Stephan H. Publication Date: 04/01/2002 Product Type: SMR Article Abstract: Offering products or services alone is no longer enough: Organizations must provide their customers with satisfactory experiences. Competing on this dimension means orchestrating all the clues that people detect in the buying process. Customers always have an experience--good, bad, or indifferent--whenever they purchase a product or service from a company. The quality of the experience lies in how effectively the company manages it--in all its facets and from beginning to end. Organizations that simply tweak design elements or focus on improving isolated pockets of the customer experience--by providing a quick hit of entertainment, for example--will be disappointed in the results. An organization's first step toward managing the total customer experience is recognizing what the authors call clues: the signals or messages given off by everything involved in the buying process. Clues can include the product itself (Does it work as advertised?), the layout of a retail outlet (Are the signs easy to follow?), the salesperson's tone of voice (Did he really mean it when he said, "Have a nice day"?), and so on. Organizations that orchestrate the sum total of all the clues can create an optimal experience for their patrons. Addressing the clues that speak to emotions is especially important. Emotional bonds between companies and customers are difficult for competitors to sever. The internalized meaning and value that the clues assume can create a deep-seated preference for a particular experience-and, thus, for one company's product or service over another's. Discusses the tools that are available to help organizations rethink the signals they are sending to customers. Presents two case studies in which organizations dramatically improved their customers' experiences. Subjects: Customer relations; Customer service; Human behavior; Marketing strategy; Service management Length: 7p Year New: 2005 C9909C Title: Mapping the Frontiers of E-mail Marketing Author(s): Wreden, Nick Publication Date: 09/01/1999 Product Type: Harvard Management Communication Letter Article Abstract: E-mail campaigns can be a great addition to your company's marketing plan. Many leading companies such as The Gap, HewlettPackard, and Preview Travel are successfully using e-mail marketing to develop their brands and boost sales. But if e-mail marketing sounds good for your company, proceed with caution: most direct marketing rules do not apply
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to e-mail. One wrong step and you may find yourself spending far more money than you thought, or worse, having your efforts branded as "spam"--the unsolicited commercial e-mail sent blindly to all e-mail subscribers. This article tells you what you can expect from your e-mail marketing campaigns-and how to avoid common pitfalls. Subjects: Internet; Marketing strategy Length: 3p List Price: $4.50 507065 Title: Maria Sharapova: Marketing a Champion (A) Author(s): Elberse, Anita; Golod, Margarita Publication Date: 05/23/2007 Revision Date: 06/04/2008 Product Type: Case (Field) Abstract: In July 2004, a then 17-yearold Maria Sharapova won Wimbledon, arguably the most prestigious tennis tournament in the world. Max Eisenbud, Sharapova's agent at International Management Group (IMG), knew the championship would lead to a flood of new opportunities. What would be the best approach to the management and marketing of a champion like Maria Sharapova? Which of the various endorsement offers would be worthwhile to pursue? And how could Eisenbud best leverage the resources available to him at IMG? Allows for an in-depth examination of marketing issues and, more specifically, sports endorsement opportunities in the context of a worldclass athlete. (As of 2006, Sharapova is one of the world's most recognized sports figures, and its highest compensated female athlete.) Provides unique insights into the world of "team Sharapova," consisting of Sharapova and her advisors at IMG, a leading sports, media, and entertainment agency. Contains rich data on the way in which IMG structures its sales process, and can serve to illustrate best practices and key trade-offs in sports or entertainment marketing initiatives. Geographic Setting: United States Industry Setting: Entertainment industry; Sports industry Number of Employees: 2,500 Gross Revenues: $1.26 billion revenues Event Year End: 2004 Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Supplementary Materials: Supplement, (507066), 7p, by Anita Elberse, Margarita Golod; Teaching Note, (5-508087), 15p, by Anita Elberse Year New: 2007
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507066 Title: Maria Sharapova: Marketing a Champion (B) Author(s): Elberse, Anita; Golod, Margarita Publication Date: 06/04/2007 Revision Date: 06/04/2008 Product Type: Supplement Abstract: An abstract is not available for this product. Must be used with: (507065) Maria Sharapova: Marketing a Champion (A). Geographic Setting: United States Industry Setting: Entertainment industry; Sports industry Subjects: NO SUBJECTS(KEYWORDS) Length: 7p Year New: 2007 573058 Title: Marie Thumas S.A. Author(s): Sorenson, Ralph Z., II Publication Date: 06/02/1973 Revision Date: 07/20/1981 Product Type: Case (Field) Abstract: The largest manufacturer of canned vegetables in Belgium is considering a basic change in its export marketing strategy to Germany. In Belgium, Marie Thumas sells premium priced, branded products that are heavily backed by advertising and promotion and sold through a strong direct sales force. To Germany, Marie Thumas exports nonadvertised products on the basis of low price. The German exports are only marginally profitable. Issue: Should Marie Thumas change its German strategy to bring it more in line with its Belgian strategy? Geographic Setting: Belgium Industry Setting: Canned food industry Gross Revenues: $20 million sales Subjects: Belgium; Exports; Food; Germany; International marketing; Marketing strategy Length: 35p M297 Title: Marine Stewardship Council Author(s): Grier, Sonya; Masserang, Susan; Tinter, Jonathan Publication Date: 06/01/1999 Revision Date: 11/16/2001 Product Type: Case (Field) Publisher: Stanford University Abstract: In April 1999, John Gummer, chairman of the Marine Stewardship Council (MSC), an independent, global nonprofit organization, was charged with implementing an eco-labeling program for seafood products harvested in a sustainable manner. Through the program, MSC hoped to harness consumer purchasing power and thereby reverse the decline in the world's fisheries. This case describes traditional approaches to environmental problems and recent innovative strategies, provides examples of eco-labeling for a variety of products, and explores consumer attitudes toward the environment and consumer purchase behavior. Recent crises--the dolphinsafe tuna controversy and the swordfish boycott--provide evidence of the level of public interest that MSC's broad ecolabeling plan could tap into in the council's effort to reverse the decline in the world's fisheries. Because both of the earlier campaigns were tangible and focused on specific issues, it wasn't clear to Gummer that consumers would respond the same way to a more general label applied to all seafood products. Gummer wonders how the council could get customers to start shopping for labeled products and how the MSC should approach the industry to get seafood producers, processors, and retailers all on board. Geographic Setting: United States Industry Setting: Seafood industry Gross Revenues: $20 billion revenues Subjects: Alliances; Consumer behavior; Environmental protection; Food processing industry; Marketing strategy; Nonprofit marketing Length: 33p 576056 Title: Market Analysis Author(s): Lovelock, Christopher H. Publication Date: 09/01/1975 Product Type: Note Abstract: Describes the nature and purposes of market analysis. Among topics briefly discussed are primary and selective demand, determinants of demand, market segmentation, the product life cycle, and temporal or cyclical demand variations. Intended as background reading in an introductory marketing course using case materials. Subjects: Demand analysis; Market analysis; Market research; Market segmentation; Product life cycle Length: 5p 2580BC Title: Market Customization: Market Segmentation, Targeting, and Positioning Publication Date: 11/21/2005 Product Type: HBS Press Chapter Abstract: This chapter shows that market segmentation is required for firms to most effectively reach a customer base likely to purchase goods and services that are positioned to attract them. Demographics, income level, behavior, interests, affiliation, and occupation are among the most common factors of segmentation, although multifactor segmentation homes in on
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the customer base most deserving of marketing resources. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy; (2564BC) Creating a Marketing Plan: An Overview; (2572BC) Competitive Analysis: Understand Your Opponents; (2599BC) Developing New Products and Services: The Marketer's Role; (2602BC) Branding: Differentiation that Customers Value; (2610BC) The Right Customers: Acquisition, Retention, and Development; (2629BC) Pricing It Right: Strategies, Applications, and Pitfalls; (2637BC) Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation; (2645BC) Interactive Marketing: New Channel, New Challenge; (2653BC) Marketing Across Borders: It's a Big, Big World. Subjects: NO SUBJECTS(KEYWORDS) Length: 17p List Price: $6.95 Year New: 2006 592034 Title: Market Research Author(s): Dolan, Robert J. Publication Date: 10/08/1991 Product Type: Note Abstract: Describes the major classes of market research. Provides students with an overview of methods available enabling them to select the proper set for their purposes. Subjects: Market research; Polls & surveys Length: 17p 90103 Title: The Market Research Encyclopedia Author(s): Barabba, Vincent P. Publication Date: 01/01/1990 Product Type: Harvard Business Review Article Abstract: From the head of market research at GM comes a guide, in the form of a series of foldout tables, to help managers determine the dimensions of the task, resources needed, data required, and other key elements. The research effort comprises five major stages: assess the market information needs; measure the market place; store, retrieve, and display the data; describe and analyze market information; and evaluate the research and assess its usefulness. Augmenting the tables are a glossary of technical terms and a list of references. Subjects: Market research; Marketing management Length: 9p
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87303 Title: Market Research the Japanese Way Author(s): Johansson, Johny K.; Nonaka, Ikujiro Publication Date: 05/01/1987 Product Type: Harvard Business Review Article Abstract: A major reason why Japanese corporations succeed in global markets is the informed, hands-on market research they practice. When Japanese managers want information on customer needs or market response to a new product, they don't depend on market research professionals and the so-called scientific methods favored in the United States and Europe. Instead, they meet and talk directly with retailers, wholesalers, distributors, and brokers so that they can gain deep knowledge of their channels. Geographic Setting: Japan Subjects: Japan; Market research Length: 5p 2750BC Title: Market Research: Listen and Learn Publication Date: 11/21/2005 Product Type: HBS Press Chapter Abstract: This chapter assesses both informal and formal methods of market research and asserts that experienced marketers will use both. Decision makers who listen directly to dissatisfied or lapsed customers and pair those conversations with formal data will develop a more visceral idea of what their customers seek, resulting in more dynamic marketing campaigns. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine; (2548BC) The Marketing Mix; (2661BC) From Market Segments to Strategic Segments; (267XBC) From Brand Acquisitions to Brand Rationalization; (2718BC) Managing Customer Retention; (2726BC) Enhancing Customer Equity Through Add-On Selling; (2688BC) From Declining to Growing Distribution Channels; (2696BC) From Branded Bulldozers to Global Distribution Partners; (270XBC) Managing Customer Acquisitions. Subjects: NO SUBJECTS(KEYWORDS) Length: 25p List Price: $6.95 Year New: 2006 506019 Title: Market Segmentation, Target Market Selection, and Positioning Author(s): Sarvary, Miklos; Elberse, Anita Publication Date: 09/09/2005 Revision Date: 04/17/2006 Product Type: Note Abstract: Elaborates on the prerequisites for designing a successful marketing strategy: market segmentation, target market selection, and product positioning. Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Year New: 2005 581107 Title: Market Selection and Direction: Role of Product Portfolio Planning Author(s): Yip, George S. Publication Date: 03/01/1981 Revision Date: 11/30/1984 Product Type: Note Abstract: Discusses alternative approaches to product portfolio planning, including those of the Boston Consulting Group, General Electric/McKinsey, and the PIMS Program. Examines how portfolio planning can be used in the processes of market selection and setting of business direction within a market. Subjects: Market definition; Market segmentation; Market selection; Market share; Product portfolio management Length: 17p 75103 Title: Market Share - A Key to Profitability Author(s): Buzzell, Robert D.; Gale, Bradley T.; Sultan, Ralph G.M. Publication Date: 01/01/1975 Product Type: Harvard Business Review Article Abstract: Evidence from an ongoing study of 57 companies to determine the profit impact of market strategies (PIMS) shows that one of the main indicators of business profitability is market share. By presenting evidence on the nature, importance, and implications of the connection between market share and profit performance, a group of business experts attempt to answer such questions as why market share is profitable; what the observed differences between low- and high-share businesses are; and what implications the profitability/market share links have for strategic planning. Subjects: Market share; Marketing strategy Length: 9p 81503 Title: Market Success Can Breed "Marketing Inertia" Author(s): Bonoma, Thomas V. Publication Date: 09/01/1981 Product Type: Harvard Business Review Article
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Abstract: Management's failure to react to changed market conditions results in "marketing inertia." A gradual but substantial shift in customer preferences, competitive behavior, or government directives constitute "market drift," a precondition of inertia. To control potential inertia, management should refine products, reexamine prices, and reconsider the adequacy of distribution channels. Subjects: Market research; Marketing management; Marketing strategy Length: 7p 584031 Title: Marketing 1995: A Scenario Author(s): Buzzell, Robert D. Publication Date: 09/01/1983 Revision Date: 05/16/1986 Product Type: Note Abstract: Depicts a "scenario" of marketing practices and systems in 1995. Using as an example the introduction of a new electronic photography system, shows how marketing managers, research personnel, and consumers may use new electronic systems for collecting, recording, communicating, and analyzing information. These systems include decision support systems, electronic work stations, two-way cable TV, electronic point-of-sale and order entry systems, laser video discs, teleconferencing, and others. The scenario is presented on videotape (9884-504) as well. A narrator describes the events, using this note as a script. Industry Setting: Advertising industry; Telecommunications industry Subjects: Advertising; Market research; Marketing management; Product introduction; Telecommunications Length: 6p U9901D Title: Marketing 202: What the Gurus Are Telling Us Today Author(s): Billington, Jim Publication Date: 01/01/1999 Product Type: Harvard Management Update Article Abstract: Listen to the leading lights of marketing these days and you come away with two distinct and seemingly contradictory messages. The first can be described by the phrase "keep it simple, stupid." Companies should do one thing well--and tell people about it all the time. The other message is one of constant change--companies must constantly adapt to what customers want today. Fortunately, this is not an either-or proposition, and there are ideas common to both schools. Figuring out the right mix for your company and your marketplace requires sifting through
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what the sages are saying and assembling a package of ideas that are right for you. HMU presents advice from some of the leading names in marketing: Jack Trout, Michael Treacy and Fred Wiersema, Regis McKenna, Don Peppers, and Martha Rogers. Subjects: Marketing management; Marketing mixes; Marketing strategy Length: 2p List Price: $4.50 KEL189 Title: Marketing @ Microsoft: The Value of Customer Perception Author(s): Jeffery, Mark; Aoyagi, Ichiro; Kalletta, Ed Publication Date: 01/01/2006 Product Type: Case (Field) Abstract: Quantifying the efficacy of marketing is an age-old challenge. As John Wanamaker said a century ago, "Half the money I spend on advertising is wasted; the trouble is I don't know which half." The big difference today, however, is that the Internet enables detailed tracking of marketing campaigns in real time, or near time. Exemplifies how to leverage the Internet to dramatically improve the efficacy of marketing. Centers upon the Microsoft Security Guidance marketing campaign, which was designed to change IT professionals' perception of Microsoft's software product security. The integrated marketing campaign involved print media, analyst relations, and online advertising. The advertising was designed to drive IT professionals to a Web site on security guidance, then sign them up for free in-person security training classes. Illustrates two important best practices for marketing in the Internet age: first, the campaign was designed to be measured, and second, agility was specifically designed into the campaign. In addition to tracking weekly click-through data from the print and online advertising, the campaign also used online pop-up customer perception surveys. Analyzing the click-though data, Microsoft realized it had a problem at the end of the first week of the campaign-there were far fewer signups for the training sessions than anticipated. By the end of the second week the campaign was changed, resulting in a huge improvement in efficacy. Creates a scorecard illustrating the pros and cons of the Microsoft approach compared to a more traditional campaign. Illustrates how, rather than creating big-bang campaigns, high-performing marketing organizations today are continually experimenting. They build flexibility into campaigns and design them to be measured. Geographic Setting: United States Industry Setting: High technology; IT industry; Security industry; Software industry Subjects: NO SUBJECTS(KEYWORDS) Length: 22p 2653BC Title: Marketing Across Borders: It's a Big, Big World Publication Date: 11/21/2005 Product Type: HBS Press Chapter Abstract: Rather than adapting products to access a global market, firms should adapt the marketing mix instead, offering global product platforms with varying promotions budgets. Another key element in global marketing is the distribution network; though dealing through a trading company is the simplest solution, the chapter discusses other options. Firms need to determine where to make decisions regarding pricing, product design, distributions, and promotion. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy; (2564BC) Creating a Marketing Plan: An Overview; (2572BC) Competitive Analysis: Understand Your Opponents; (2580BC) Market Customization: Market Segmentation, Targeting, and Positioning; (2599BC) Developing New Products and Services: The Marketer's Role; (2602BC) Branding: Differentiation that Customers Value; (2610BC) The Right Customers: Acquisition, Retention, and Development; (2629BC) Pricing It Right: Strategies, Applications, and Pitfalls; (2637BC) Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation; (2645BC) Interactive Marketing: New Channel, New Challenge. Subjects: NO SUBJECTS(KEYWORDS) Length: 17p List Price: $6.95 Year New: 2006 583157 Title: Marketing Actions: Managing Marketing's Subfunctions -- Textual Note 2 Author(s): Bonoma, Thomas V. Publication Date: 06/22/1983 Revision Date: 10/16/1984 Product Type: Note Abstract: Introduces the actions level of the Marketing Implementation course. It synopsizes many of the cases taught there, and gives a comparison matrix for students' use. Industry Setting: Academic administration Subjects: Academic administration;
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Marketing implementation; Marketing management; Marketing organization Length: 11p 502055 Title: Marketing Antidepressants: Prozac and Paxil Author(s): Moon, Youngme; Herman, Kerry Publication Date: 05/14/2002 Revision Date: 10/12/2005 Product Type: Case (Library) Abstract: Describes 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. Geographic Setting: United States Industry Setting: Pharmaceutical industry Subjects: Advertising; Innovation; Pharmaceuticals; Product positioning Length: 27p Supplementary Materials: Teaching Note, (505009), 21p, by Youngme Moon F99606 Title: Marketing Breakthrough Products Author(s): Waite, Thomas J.; Cohen, Allan L.; Buday, Robert Publication Date: 11/01/1999 Product Type: Harvard Business Review Article Abstract: Products without precedent are a tough sell; consumers stick with the goods they understand. The key to marketing breakthrough products is to educate the public before making any sales pitches. Subjects: Disruptive technologies; Marketing strategy; New product marketing Length: 1p UV0404 Title: Marketing Economics Author(s): Farris, Paul W.; Wilcox, Ronald T.; Moore, Marian; Mentus, Ron; Johnson, Richard Publication Date: 08/07/2001 Product Type: Case (Field) Abstract: The purpose of this note is to prepare the student for a series of exercises in making Marketing Economics calculations. These calculations are not replacements for spreadsheets or more detailed economic calculations such as net present value or return on investment. They are "back of the envelope" estimates that can easily be communicated to others to buttress arguments about what a company should or should not do in a decision
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situation. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2007 6727C Title: Marketing Essentials for Managers (Performance Support CD-ROM) Publication Date: 05/25/2004 Product Type: Performance Support Program Medium: CD-ROM Abstract: Designed for the nonmarketing professional, this handson CD-ROM program covers three topic modules to help you better understand essential marketing concepts and the importance of customer focus to enhance employee and customer satisfaction, retention, and business profitability. The three modules were all developed with the guidance of worldrenowned marketing experts: Philip Kotler and Bruce Wrenn on Marketing Essentials; James Heskett on Focusing on Your Customer; and Harry Mills on Persuading Others. Each module brings you background concepts and tactical advice relevant to the topic and includes tips, a self-test, tools, and interactive audio-enhanced exercises to help you practice and apply what you've learned. Tools include a range of documents, such as a sample marketing plan and a calculator to estimate the lifetime value of a customer. Also included in each topic is a relevant, full-text article from Harvard Business Review or a Harvard Business School Publishing newsletter. Subjects: Communication; Customer relations; Customer retention; Management communication; Managerial skills; Marketing strategy Year New: 2004 CMR234 Title: Marketing Financial Services to the African-American Consumer: A Comparative Analysis of Investment Portfolio Composition Author(s): Stevenson, Thomas H.; Plath, D. Anthony Publication Date: 07/01/2002 Product Type: CMR Article Publisher: California Management Review Abstract: This study profiles the changing demographics and unique consumption patterns of the AfricanAmerican consumer segment of the financial services market. When it comes to the selection and purchase of financial products and services, African-American consumers differ markedly from their white counterparts. This is especially apparent in the case of relatively highrisk, high-return financial assets, resulting in a diminished rate of wealth accumulation over time in AfricanAmerican households. This article offers suggestions to marketers seeking to render more effective service to this attractive and growing segment of the financial services marketplace. For example, promotional materials should reflect the key role of African-American women in determining household consumption patterns. Moreover, successful marketing to AfricanAmerican households requires a strong educational component. Subjects: Demographics; Financial services; Marketing strategy Length: 27p 585024 Title: Marketing Implementation Author(s): Quelch, John A. Publication Date: 08/13/1984 Revision Date: 10/07/1992 Product Type: Note Abstract: Describes a framework for evaluating marketing implementation problems and assesses the interfaces between marketing strategy and implementation. Subjects: Implementation; Marketing implementation; Marketing strategy Length: 7p Supplementary Materials: Teaching Note, (585025), 5p, by John A. Quelch 589018 Title: Marketing Implementation, Course Overview Author(s): Cespedes, Frank V. Publication Date: 08/17/1988 Product Type: Note Abstract: Describes the themes and emphases of the Marketing Implementation course in the secondyear program at Harvard Business School. Provides an overview of the topics covered in the course, a conceptual framework concerning their relationship to each other in the course, and an explanation why these are important topics in a course dealing with implementation issues in marketing. Subjects: Marketing implementation Length: 12p 583156 Title: Marketing Implementation, Introductory Note and Course Structure -- Textual Note 1 Author(s): Bonoma, Thomas V. Publication Date: 06/22/1983 Revision Date: 02/29/1984 Product Type: Note Abstract: Introduces the central concepts and structure of the marketing implementation course. Industry Setting: Academic administration
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Subjects: Academic administration; Marketing implementation; Marketing information systems; Marketing management; Marketing planning Length: 8p 582128 Title: Marketing Implementation: The Basics Author(s): Bonoma, Thomas V. Publication Date: 04/05/1982 Revision Date: 10/06/1986 Product Type: Note Abstract: Describes the major skills of marketing implementation, or execution of marketing strategies, plans, programs, and budgets, and the levels at which they are applied. Subjects: Marketing implementation Length: 6p 581153 Title: Marketing Inertia Author(s): Bonoma, Thomas V. Publication Date: 05/01/1981 Product Type: Note Abstract: Describes a kind of value rigidity which can affect top marketing management. The rigidity is often brought on by repeated marketplace success or emulation of others, and can encourage management to maintain elements of its marketing strategy long after they have become obsolete. Subjects: Marketing implementation; Marketing management; Marketing strategy Length: 25p 3298 Title: Marketing Information Revolution (Hardcover) Author(s): Little, John D.C., ed.; Blattberg, Robert C.; Glazer, Rashi Publication Date: 12/16/1993 Product Type: HBS Press Book Abstract: The future belongs to organizations that have the best information and know how to use it. Although many companies have invested heavily in information technology, their ability to acquire data has often outstripped their capacity to use the information for competitive advantage. This book shows marketing executives how to derive value from the massive amounts of information available today with the help of relevant analytical and decision-making tools. Marketing and information technology experts discuss the types of information available, demonstrate how huge quantities of data can be managed and transformed into usable information, examine how to use expert systems and decision support systems, describe how organizational needs can be modified to take full advantage of information, and
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address the future of the strategic use of information technology from the perspective of marketing professionals and managers. Subjects: NO SUBJECTS(KEYWORDS) Length: 384p List Price: $39.95 508090 Title: Marketing Input and Innovation Strategy Author(s): Ofek, Elie Publication Date: 03/27/2008 Product Type: Note Abstract: This note develops a framework for considering the challenges of incorporating marketing input when setting innovation strategy. The framework lays out the possible innovation opportunities a firm can entertain and describes how the customer knowledge gained from conducting market research at the front end of NPD affects which of these opportunities the firm should pursue. Pitfalls in analyzing the customer data are described, along with guidelines on how to overcome them. The impact of competition in the context of setting innovation strategy under market uncertainty is also addressed. Subjects: NO SUBJECTS(KEYWORDS) Length: 16p Year New: 2008 81306 Title: Marketing Intangible Products and Product Intangibles Author(s): Levitt, Theodore Publication Date: 05/01/1981 Product Type: Harvard Business Review Article Abstract: Rather than distinguishing between the marketing of services or goods, it is more useful to identify companies according to whether they sell intangibles such as travel or tangibles such as automobiles. Companies that sell tangibles emphasize intangible benefits, including status and comfort, to enhance their products. Tangibilizing intangible products presents more difficulties because of their people-intensive production and delivery which increase the chances for personal discretion and error. Subjects: Marketing strategy; Product positioning Length: 8p 91108 Title: Marketing Is Everything Author(s): McKenna, Regis Publication Date: 01/01/1991 Product Type: Harvard Business Review Article Abstract: Today technology is creating greater customer choice, and choice is altering the marketplace. Six principles define the new marketing: marketing is a way of doing business that pervades the entire company; companies must dispel their limiting market-share mentality; programmable technology promises to open up almost limitless choice for customers; a feedback loop is making advertising's one-way communication obsolete; the line between services and products is eroding; and the marriage of marketing and technology is inevitable. Industry Setting: Advertising industry Subjects: Advertising; Consumer marketing; Customization; Marketing strategy; Technological change; Technology Length: 9p BESTSELLER 505029 Title: Marketing James Patterson Author(s): Deighton, John Publication Date: 08/10/2004 Revision Date: 02/06/2006 Product Type: Case (Field) Abstract: Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses advertising with great success to build his stature as a crime fiction writer. Further, he applies his experience at managing the advertising creative process to employ co-authors on a "literary assembly line," turning out more product than any other best-selling author. Now he considers whether book clubs can be used to systematically build buzz for his new releases. Is it time for a shift to direct mail and one-to-one marketing, or is fame in the book business only won in the limelight of publicity and broadcast marketing? Geographic Setting: New York, NY; Florida Industry Setting: Book publishing Number of Employees: 5 Gross Revenues: $120 million revenues Event Year Start: 2004 Event Year End: 2004 Subjects: Advertising; Brands; Creativity; Direct marketing; Distribution; Market research; Marketing mixes; Publishing industry Length: 16p Supplementary Materials: Teaching Note, (505033), 6p, by John Deighton Year New: 2004 R0512D Title: Marketing Malpractice: The Cause and the Cure
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Author(s): Christensen, Clayton M.; Cook, Scott; Hall, Taddy Publication Date: 12/01/2005 Product Type: Harvard Business Review Article Abstract: Ted Levitt used to tell his Harvard Business School students, "People don't want a quarter-inch drill-they want a quarter-inch hole." But 35 years later, marketers are still thinking in terms of products and ever-finer demographic segments. The structure of a market, as seen from customers' point of view, is very simple. When people need to get a job done, they hire a product or service to do it for them. The marketer's task is to understand what jobs periodically arise in customers' lives for which they might hire products the company could make. One job, the "Ineed-to-send-this-from-here-to-therewith-perfect-certainty-as-fast-aspossible" job, has existed practically forever. Federal Express designed a service to do precisely that--and do it wonderfully again and again. The FedEx brand began popping into people's minds whenever they needed to get that job done. Most of today's great brands-Crest, Starbucks, Kleenex, eBay, and Kodak, to name a few--started out as just this kind of purpose brand. When a purpose brand is extended to products that target different jobs, it becomes an endorser brand. But, over time, the power of an endorser brand will surely erode unless the company creates a new purpose brand for each new job, even as it leverages the endorser brand as an overall marker of quality. Different jobs demand different purpose brands. New growth markets are created when an innovative company designs a product and then positions its brand on a job for which no optimal product yet exists. In fact, companies that historically have segmented and measured markets by product categories generally find that when they instead segment by job, their market is much larger (and their current share much smaller) than they had thought. This is great news for smart companies hungry for growth. Industry Setting: Automotive industry; Fast food industry; Toothpaste Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2005 2386 Title: Marketing Malpractice: The Cause and the Cure (HBR OnPoint Enhanced Edition) Author(s): Christensen, Clayton M.; Cook, Scott; Hall, Taddy Publication Date: 12/01/2005 Product Type: HBR OnPoint Article
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Abstract: Ted Levitt used to tell his Harvard Business School students, "People don't want a quarter-inch drill-they want a quarter-inch hole." But 35 years later, marketers are still thinking in terms of products and ever-finer demographic segments. The structure of a market, as seen from customers' point of view, is very simple. When people need to get a job done, they hire a product or service to do it for them. The marketer's task is to understand what jobs periodically arise in customers' lives for which they might hire products the company could make. One job, the "Ineed-to-send-this-from-here-to-therewith-perfect-certainty-as-fast-aspossible" job, has existed practically forever. Federal Express designed a service to do precisely that--and do it wonderfully again and again. The FedEx brand began popping into people's minds whenever they needed to get that job done. Most of today's great brands-Crest, Starbucks, Kleenex, eBay, and Kodak, to name a few--started out as just this kind of purpose brand. When a purpose brand is extended to products that target different jobs, it becomes an endorser brand. But, over time, the power of an endorser brand will surely erode unless the company creates a new purpose brand for each new job, even as it leverages the endorser brand as an overall marker of quality. Different jobs demand different purpose brands. New growth markets are created when an innovative company designs a product and then positions its brand on a job for which no optimal product yet exists. In fact, companies that historically have segmented and measured markets by product categories generally find that when they instead segment by job, their market is much larger (and their current share much smaller) than they had thought. This is great news for smart companies hungry for growth. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p List Price: $6.50 Year New: 2005 593099 Title: Marketing Management--1993, Video Index Author(s): Quelch, John A. Publication Date: 05/27/1993 Product Type: Video Insights Abstract: A listing of 13 sets of commercials included on the video (9593-511). Must be used with: (593511) Marketing Management--1993, Video. Industry Setting: Advertising industry Subjects: Advertising; Marketing management Length: 1p 593017 Title: Marketing Massachusetts Author(s): Quelch, John A.; Smith, Susan P. Publication Date: 10/14/1992 Revision Date: 12/30/1992 Product Type: Case (Library) Abstract: Massachusetts State Government officials are meeting to discuss marketing communications programs that will attract business investment to the state and promote exports. Geographic Setting: Massachusetts Subjects: Communication strategy; Marketing strategy; State government Length: 33p IES042 Title: Marketing Metamorphosis: From Products to Brand to Consumers Author(s): Joachimsthaler, Erich Publication Date: 01/01/1994 Revision Date: 02/01/1997 Product Type: Note Publisher: IESE Business School Abstract: Describes how the balance of power has shifted from the manufacturer to the retailer and to the consumer over the last 50 years. As a consequence of this change in the balance of power, there is a need for a complete transformation of the practice of marketing. Subjects: Brands; Consumer marketing; Globalization; Marketing management; Marketing strategy; Multinational corporations Length: 12p 2115 Title: Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers Author(s): Zaltman, Gerald; Zaltman, Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Book Abstract: Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a groundbreaking book that reveals how to overcome this "depth deficit" and find the universal drivers of human behavior so vital to a firm's success. Marketing Metaphoria reveals the powerful unconscious viewing lenses--called "deep metaphors"--that shape what people think, hear, say, and do. Drawing on thousands of one-on-one interviews in more than thirty countries, Gerald Zaltman and Lindsay Zaltman describe
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how some of the world's most successful companies as well as small firms, notfor-profits, and social enterprises have successfully leveraged deep metaphors to solve a wide variety of marketing problems. Marketing Metaphoria should convince you that everything consumers think and do is influenced at unconscious levels--and it will give you access to those deeper levels of thinking. Subjects: NO SUBJECTS(KEYWORDS) Length: 256p List Price: $29.95 Year New: 2008 2548BC Title: The Marketing Mix Author(s): Blattberg, Robert C.; Getz, Gary; Thomas, Jacquelyn S. Publication Date: 05/23/2001 Product Type: HBS Press Chapter Abstract: In contrast to the traditional marketing paradigm of segmentation, targeting, and positioning, this chapter proposes a new tactic by which the equity of the customer is determined by an ARA approach--acquisition, retention, and add-on selling--focusing on retaining a company's customer base rather than devoting resources to target new market segments. This marketing mix acquires and retains customer loyalty, leading to more sustainable customer equity. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine; (267XBC) From Brand Acquisitions to Brand Rationalization; (2661BC) From Market Segments to Strategic Segments; (2718BC) Managing Customer Retention; (2726BC) Enhancing Customer Equity Through Add-On Selling; (2750BC) Market Research: Listen and Learn; (2688BC) From Declining to Growing Distribution Channels; (2696BC) From Branded Bulldozers to Global Distribution Partners. Subjects: NO SUBJECTS(KEYWORDS) Length: 18p List Price: $6.95 Year New: 2005 584125 Title: The Marketing Mix Author(s): Shapiro, Benson P. Publication Date: 06/28/1984 Revision Date: 04/02/1992 Product Type: Note Abstract: Reviews important concepts related to the marketing mix, and summarizes key relationships within the mix and between the mix and other parts of the company's marketing approach. Subjects: Marketing management;
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Marketing mixes Length: 7p 6005 Title: Marketing Moves: A New Approach to Profits, Growth, and Renewal (Hardcover) Author(s): Kotler, Philip; Jain, Dipak C.; Maesincee, Suvit Publication Date: 02/25/2002 Product Type: HBS Press Book Abstract: Forget the tired argument about "old" versus "new" economy say internationally renowned marketer Philip Kotler and his coauthors Dipak C. Jain and Suvit Maesincee. The Internet, globalization, and hypercompetition are forcing companies to redefine their markets, market offerings, and marketing operations so that they can compete successfully in both the old and the new economies. The scarcity of customers, not products, calls for making marketing the primary driver of strategic planning and infrastructure effectiveness. Marketing can no longer create value by being seen only as a department whose main charge is to dispose of the company's products and services. The authors urge companies to broaden the marketing concept into a holistic framework, one in which companies and their collaborators become proficient at identifying new value creation opportunities and capable of delivering products, services, and experiences that more precisely match individual customer requirements. Thought provoking and comprehensive, this book shows how to build a complete marketing platform around the exploration, creation, and delivery of superior value to customers, collaborators, and the company itself. Subjects: Business marketing; Corporate strategy; Marketing management; Marketing planning; Marketing strategy Length: 208p List Price: $38.00 506022 Title: Marketing New York City Author(s): Rangan, V. Kasturi; Elberse, Anita; Bell, Marie Publication Date: 04/27/2006 Revision Date: 10/27/2008 Product Type: Color Case Abstract: New York City is a pioneer in the emerging field of municipal marketing. The city's first chief marketing officer must develop a marketing organization with a self-funded business model that creates value for the city by leveraging the city's assets, including physical property and media opportunities. Although an independent corporation, the marketing organization must work with city government agencies to create value. Traces the appointment of the chief marketing officer and the objectives of marketing New York City. Summarizes the city's corporate partnerships (with Snapple and The History Channel, among others), media, and licensing activities to date. Challenges students to evaluate the marketing model and recommend strategies going forward, defining what activities create the most value for the city. Additionally, exposes students to the challenges of an entrepreneurial organization operating within the confines of a government structure. Geographic Setting: New York, NY Industry Setting: Government & regulatory Gross Revenues: $52 billion revenues Event Year Start: 2005 Event Year End: 2005 Subjects: NO SUBJECTS(KEYWORDS) Length: 24p Supplementary Materials: Teaching Note, (508035), 17p, by V. Kasturi Rangan, Anita Elberse, Marie Bell Year New: 2006 89503 Title: Marketing Performance - What Do You Expect? Author(s): Bonoma, Thomas V. Publication Date: 09/01/1989 Product Type: Harvard Business Review Article Abstract: Senior management's expectations before launching a particular product program directly affects whether they see the product as performing well or poorly. Optimism and enthusiasm are essential for making any project work, but being realistic is important too. Therefore, program and brand managers should not overpromise their marketing plans to senior management. For their part, senior managers should ask marketing subordinates to make confidence levels explicit. To ensure this, management can link bonuses to the accuracy of marketing forecasts. Subjects: Bonuses; Marketing management; Marketing strategy; Product management; Project management Length: 4p 2038 Title: Marketing Performance Assessment (Hardcover) Author(s): Bonoma, Thomas V.; Clark, Bruce H. Publication Date: 01/01/1988 Product Type: HBS Press Book Abstract: Bonoma and Clark set forth an experimental model for marketing
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performance assessment. A thorough review of marketing productivity literature gives the reader a solid background in the subject before the MPA model is presented. Appended are: cases involving Gillette Personal Care Division, LifeSpan, Inc., and Outward Bound; a questionnaire on assessing marketing performance; and an annotated bibliography on marketing productivity. Subjects: Marketing planning; Performance measurement Length: 400p List Price: $19.95 585106 Title: Marketing Planning and Organization Author(s): Dolan, Robert J. Publication Date: 09/20/1984 Revision Date: 03/05/1993 Product Type: Note Abstract: Presents guidelines for effective marketing planning. Provides a general outline of the contents of a typical marketing plan, the process by which the plan is developed, and considers the benefits successful firms reap from their planning efforts and the problems that mark the efforts of the notso-successful users of marketing planning. Provides a framework for examining the relationship between a firm's strategy and the design of its marketing organization. Discusses how marketing organizations are structured and some basic principles of organization design. Subjects: Consumer marketing; Marketing planning; Planning Length: 14p Year New: 2005 582127 Title: Marketing Planning, Programming, and Budgeting Author(s): Shapiro, Benson P. Publication Date: 03/30/1982 Revision Date: 08/08/1985 Product Type: Note Abstract: Briefly presents the key issues and decisions involved in marketing planning, programming, and budgeting. Subjects: Budgeting; Marketing management; Marketing planning; Planning Length: 10p 584146 Title: The Marketing Process Author(s): Shapiro, Benson P. Publication Date: 06/13/1984 Revision Date: 07/18/1985 Product Type: Note Abstract: Describes and explains the marketing process and its six phases: implementation, programming, allocating and budgeting, analysis and research,
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marketing planning, strategy formulation, and monitoring and auditing. Subjects: Market research; Marketing implementation; Marketing management; Marketing planning; Marketing strategy Length: 6p 585184 Title: Marketing Process--1987 Author(s): Bonoma, Thomas V. Publication Date: 06/26/1985 Revision Date: 07/31/1987 Product Type: Note Abstract: Describes and explains the marketing process and its phases: implementation; programming; allocating and budgeting; analysis and research; marketing planning; strategy formulation; and monitoring and auditing. This is a newer version of a note by B.P. Shapiro. Subjects: Market research; Marketing implementation; Marketing management; Marketing planning; Marketing strategy Length: 9p 585026 Title: Marketing Programming, Budgeting, and Allocating Author(s): Quelch, John A. Publication Date: 08/13/1984 Revision Date: 09/29/1986 Product Type: Note Abstract: Describes how marketing managers develop programs, set budgets, and allocate resources. Subjects: Budgeting; Marketing management; Marketing planning; Product development; Resource allocation Length: 4p Supplementary Materials: Teaching Note, (585027), 3p, by John A. Quelch 506028 Title: Marketing Promotions Author(s): Wosinska, Marta Publication Date: 10/24/2005 Revision Date: 10/14/2006 Product Type: Note Abstract: Introduces the major communication vehicles and the process by which they can be brought together in an integrated marketing communications plan. Subjects: NO SUBJECTS(KEYWORDS) Length: 8p Year New: 2005 592013 Title: Marketing Research Author(s): Sultan, Fareena Publication Date: 08/29/1991 Product Type: Note Abstract: Summarizes and synthesizes materials in the following notes: Marketing Situation Assessment, Marketing Research: An Overview of Research Methods, and Research Methods in Marketing: Survey Research. Subjects: Market research Length: 13p 583048 Title: Marketing Research Services: 100 Major Commercial U.S. Suppliers of 1980-81 Author(s): Clarke, Darrel G.; Moult WH Publication Date: 10/26/1982 Product Type: Note Abstract: Describes the results of a survey of major marketing research firms. The largest 100 marketing research suppliers are listed, described, and cross-classified by services offered. Subjects: Market research; Polls & surveys; Services Length: 99p 2763 Title: Marketing Research the Right Way (Paperback) Author(s): HBR Publication Date: 07/01/1990 Product Type: HBS Press Book Abstract: Discover how to get the market research you need efficiently, accurately, and economically. In this collection of Harvard Business Review articles, experts in the field provide a comprehensive protocol for research, perform studies that are truly useful for new product development, give guidelines for test marketing, and more. HBR paperbacks are regularly revised with recent articles. Subjects: Market analysis; Market definition; Market research; Marketing implementation Length: 73p List Price: $19.95 585039 Title: Marketing Research: An Overview of Research Methods Author(s): Dolan, Robert J. Publication Date: 09/14/1984 Product Type: Note Abstract: Broadly describes the scope of marketing research, and describes experiments, non-survey methods, and internal data. Subjects: Market research; Marketing management; Research & development Length: 9p BH156 Title: Marketing Research: Cui Bono? Author(s): Guo, Chiquan Publication Date: 09/15/2004 Product Type: Business Horizons Article
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Publisher: Business Horizons/Indiana University Abstract: There is a rising concern that marketing research is drifting away from the practical. With an ever-widening gap between business and academia, people are asking: What do practitioners want from marketing research? What do the researchers provide? Do the two coincide? In the short-term, parochial point of view, practitioners will never get what they are looking for in academic research. However, in the long term, research increases knowledge crucial to educating future marketing managers and enhancing their scientific decision making. Its essence is to level the playing field and intensify competitiveness among all firms, with the result of improved market efficiency and benefits to consumers and society as a whole. Subjects: NO SUBJECTS(KEYWORDS) Length: 6p Year New: 2005 F0102F Title: Marketing Rules Author(s): Aufreiter, Nora; Ouillet, Pierre-Yves; Scott, Mary-Kate Publication Date: 02/01/2001 Product Type: Harvard Business Review Article Abstract: New research shows that the top-performing dot-coms aren't necessarily the ones with the best business models--they're the ones with the quickest, most responsive marketing. Subjects: Electronic commerce; Marketing management; Marketing strategy; New economy Length: 2p M247N Title: Marketing Strategy Author(s): Davis, Robert T. Publication Date: 01/01/1987 Product Type: Note Publisher: Stanford University Abstract: A generalized definition of marketing strategy, useful in the classroom to establish a common vocabulary and to generate discussion. Discusses relationship to corporate strategic planning and describes a number of approaches including the BCG matrix. Subjects: Marketing strategy Length: 22p 590001 Title: Marketing Strategy Formulation Author(s): Drumwright, Minette E.; Kosnik, Thomas J. Publication Date: 07/27/1989 Revision Date: 11/16/1992 Product Type: Note
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Abstract: Identifies the elements of marketing strategy and introduces frameworks for strategic marketing decisions. The frameworks deal with market definition and selection, positioning and differentiation, and market entry/exit decisions. Other topics discussed include selecting and articulating the marketing vision and values, anticipating and responding to competitors' marketing strategies, and determining the appropriate degrees of flexibility and focus in marketing strategy formulation. Subjects: Market definition; Market segmentation; Market selection; Marketing strategy; Strategy formulation Length: 21p 9055 Title: Marketing Strategy, Business Fundamentals Series Author(s): Dolan, Robert J.; Dobscha, Susan; Fournier, Susan; Moon, Youngme; Mick, David Glen; Rangan, V. Kasturi Publication Date: 01/04/2002 Product Type: Business Fundamentals Abstract: Business Fundamentals are collections of Harvard Business School background materials, reflecting HBS courses and supplemented by self-study aids. This collection of background notes (plus one article from Harvard Business Review) addresses basic concepts, issues, and terminology in the field of marketing strategy. The collection ranges widely over the field and covers both consumer and industrial marketing. The most recently published items are emphasized. For each item there is a summary, outline, learning objectives, and a set of questions and exercises. Included are: "Note on Marketing Strategy," "Note on Low-Tech Marketing Math," "Product Policy Decisions," "Going to Market," "Designing Channels of Distribution," "Integrated Marketing Communications," "Pricing: A ValueBased Approach," "Pricing and Market Making on the Internet," and "Preventing the Premature Death of Relationship Marketing." Subjects: Consumer marketing; Industrial markets; Marketing implementation; Marketing management; Marketing strategy; Product development; Product introduction; Product management; Strategic market planning Length: 132p List Price: $34.95 500005 Title: Marketing Strategy--An Overview Author(s): Corey, E. Raymond Publication Date: 07/01/1999 Revision Date: 03/07/2003 Product Type: Note Abstract: An elementary treatment of all aspects of marketing strategy. Intended as a supplement to case discussions in the early stages of an introductory marketing course. A rewritten version of an earlier note. Subjects: Consumer marketing; Industrial markets; Marketing strategy Length: 21p BESTSELLER 579054 Title: Marketing Strategy--An Overview Author(s): Corey, E. Raymond Publication Date: 09/01/1978 Revision Date: 11/17/1992 Product Type: Note Abstract: An elementary treatment of all aspects of marketing strategy. Intended as a supplement to case discussions in the early stages of an introductory marketing course. Withdrawn 07/15/99 use 500-005. Subjects: Consumer marketing; Industrial markets; Marketing strategy Length: 19p 2556BC Title: Marketing Strategy: How it Fits with Business Strategy Publication Date: 11/21/2005 Product Type: HBS Press Chapter Abstract: This chapter emphasizes that successful business strategies are those in which each employee can recite the mission statement and understands how his or her job duties affect it--one cohesive unit in action. Once that is internalized, it follows that marketers must be involved in every stage in the product life cycle, the stages being defined here in relation to the marketer's role in each. May be used with: (2564BC) Creating a Marketing Plan: An Overview; (2572BC) Competitive Analysis: Understand Your Opponents; (2580BC) Market Customization: Market Segmentation, Targeting, and Positioning; (2599BC) Developing New Products and Services: The Marketer's Role; (2602BC) Branding: Differentiation that Customers Value; (2610BC) The Right Customers: Acquisition, Retention, and Development; (2629BC) Pricing It Right: Strategies, Applications, and Pitfalls; (2637BC) Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation; (2645BC) Interactive Marketing: New Channel, New Challenge; (2653BC) Marketing Across Borders: It's a Big, Big World. Subjects: NO SUBJECTS(KEYWORDS) Length: 21p List Price: $6.95
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86604 Title: Marketing Subversives Author(s): Bonoma, Thomas V. Publication Date: 11/01/1986 Product Type: Harvard Business Review Article Abstract: Most U.S. companies have developed fairly rigid marketing structures to achieve certain and predictable results, when the business climate is equally certain and predictable. But such engines of efficiency have a price. As top executives come to rely on routinized marketing structures instead of management imagination, they neglect managers' marketing skills. Companies can nourish such constructive subversion by seeking out "hungry" managers, rewarding good performance, and making creative rule breaking possible. Subjects: Creativity; Management styles; Marketing management; Marketing organization; Marketing strategy Length: 6p 80107 Title: Marketing Success Through Differentiation - Of Anything Author(s): Levitt, Theodore Publication Date: 01/01/1980 Product Type: Harvard Business Review Article Abstract: Marketers can differentiate any product or service, even commodities which seem to differ only in price from competitors' offerings. Products almost always combine a tangible entity with an intangible promise of user satisfaction. The expected product, which includes the generic product, represents the customer's minimal purchase conditions. These purchase conditions include variables such as delivery, terms, support efforts and new ideas. The sale of the generic product depends on how well the customer's wider expectations are met. Subjects: Marketing strategy; Product management Length: 8p R0805J Title: Marketing When Customer Equity Matters Author(s): Hanssens, Dominique M.; Thorpe, Daniel; Finkbeiner, Carl Publication Date: 05/01/2008 Product Type: Harvard Business Review Article Abstract: Measuring the effectiveness of marketing investments can be frustrating--especially if a company focuses on a long-term outcome like
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increasing customer equity. Though there are decision-support models to help marketers allocate their budgets, until recently such models aimed to maximize near-term sales, which aren't always consistent with long-term brand health. Now, however, Wachovia has created a model that helps it make customer-equity-driven marketing-mix decisions. The model's architects-Hanssens, a professor at UCLA; Thorpe, a senior vice president at Wachovia; and Finkbeiner, an executive VP at TNS--began by parsing customer equity, or the lifetime value of customers, into three measurable components: customer acquisition, customer retention, and share of wallet. They then assembled data on past marketing activities and changes in the components--a daunting task, given the decentralized nature of previous investments. Once the database was created, a model of how investments affected outcomes could be built and used to design equations focusing on marketing-mix questions. Wachovia now has, for example, an equation to estimate how an increase in cable TV advertising will affect customer acquisition in a market. Just as important, the model highlights how much factors beyond the control of marketing, such as economic swings, affect outcomes. After Wachovia began using the model, it found, as suspected, that a marketing mix with maximum short-term impact would not achieve the biggest increase in customer equity. Wachovia learned that it was overinvesting in traditional channels and underinvesting in emerging ones. The introduction of this decision-making tool has also supported a broader cultural shift at the company toward competing on analytics. Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2007 77607 Title: Marketing When Things Change Author(s): Levitt, Theodore Publication Date: 11/01/1977 Product Type: Harvard Business Review Article Abstract: A review of the operating strategies of IBM, Revlon, Allegheny Ludlum Steel, Chevrolet, and Exxon illustrates the flexibility of the marketing concept and shows how it incorporates seemingly product-oriented operating strategies. The examples illustrate four major components of marketing concept logic: an organization's principal marketing strategies affect that organization's principal overall corporate strategies; overall corporate strategies depend upon serious marketing considerations; various stages in market evolution may require strategies which appear product-oriented and insular; and in all this variation there is logic. Subjects: Competition; Corporate strategy; Marketing strategy; Strategic market planning Length: 7p 597069 Title: Marketing a President: Advertising in the 1996 U.S. Presidential Election Campaign Author(s): Arnold, David J.; Dolan, Robert J. Publication Date: 01/28/1997 Revision Date: 02/25/1997 Product Type: Case (Library) Abstract: Explores the role of TV advertising in the 1996 U.S. presidential election campaign by discussing the strategies of each candidate and advertising executions. Includes data on election regulation and the history of TV advertising in U.S. presidential elections. Teaching Purpose: 1) To explore central advertising concepts: targeting, message, reach, frequency. 2) Demonstrate marketing principles operating in a non-commercial context. Geographic Setting: United States Industry Setting: Government & regulatory Subjects: Advertising; Politics Length: 11p CMR061 Title: Marketing and Discontinuous Innovation: The Probe and Learn Process Author(s): Lynn, Gary S.; Morone, Joseph G.; Paulson, Albert S. Publication Date: 04/01/1996 Product Type: CMR Article Publisher: California Management Review Abstract: Companies that compete effectively over the long run in technology-intensive fields exhibit an ability for both continuous (or incremental) innovations and discontinuous (or radical) innovations. The latter, which lead to the creation of entirely new businesses and product lines, pose a unique set of challenges for management. They typically require a long, investment-intensive process, marked by pervasive uncertainty, unpleasant surprises, and no guarantee of success. Conventional approaches to new product development, while appropriate for continuous innovation, are inappropriate and sometimes even detrimental when applied to the more discontinuous regime of innovations. For instance, the familiar admonition to be
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customer-driven is of little value when it is not at all clear who the customer is or will be, or when the product class itself does not yet exist. This article presents four discontinuous innovations--CAT scanners (by GE), optical fibers (by Corning), cellular phones (by Motorola), and NutraSweet (by Searle, now Monsanto)--which explore the process of developing discontinuous innovations and demonstrate how they are different from incremental innovation. Subjects: Innovation; New product marketing; Product development; Technology Length: 31p 89612 Title: Marketing and Its Discontents Author(s): Star, Stephen H. Publication Date: 11/01/1989 Product Type: Harvard Business Review Article Abstract: The driving force of modern marketing is the marketing concept-business succeeds by giving customers what they want. The social discontents and ethical issues associated with marketing arise from functional limitations on implementing the marketing concept, not from greed or deception. Developing a marketing program involves identifying three groups of consumers: 1) the market segment, 2) the program target, and 3) the program audience. To determine the effects of the marketing concept requires identifying the social payoffs and problems. Subjects: Ethics; Marketing strategy Length: 6p 2101 Title: Marketing as Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation (Hardcover) Author(s): Kumar, Nirmalya Publication Date: 04/01/2004 Product Type: HBS Press Book Abstract: CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? Nirmalya Kumar argues that, although the function of marketing has lost ground, the importance of marketing as a mind-set--geared toward customer focus and market orientation--has gained momentum across the entire organization. This book challenges marketers to change their role from implementers of traditional marketing functions to strategic coordinators of organization-wide initiatives aimed at profitably delivering value to customers. Kumar outlines seven cross-functional and bottom-line-oriented initiatives that can put marketing back on the CEO's
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agenda--and elevate its role in shaping the destiny of the firm. Nirmalya Kumar is Professor of Marketing, Director of the Centre for Marketing, and Codirector of the Aditya V Birla India Centre at London Business School. Subjects: Growth strategy; Innovation; Marketing planning; Marketing strategy; Strategic planning Length: 288p List Price: $35.00 4821ES Title: Marketing as Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation--A Harvard Business Press Book Summary in Partnership with getAbstract Author(s): Kumar, Nirmalya Publication Date: 04/01/2004 Product Type: HBS Press Book Summary Abstract: CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? This book challenges marketers to change their role from implementers of traditional marketing functions to strategic coordinators of organization-wide initiatives aimed at profitably delivering value to customers. Kumar outlines seven cross-functional and bottom-line-oriented initiatives that can put marketing back on the CEO's agenda--and elevate its role in shaping the destiny of the firm. Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Year New: 2008 M290 Title: Marketing at Bain & Co. Author(s): Sarvary, Miklos; Pedrero, Robert Publication Date: 10/29/1997 Product Type: Case (Field) Publisher: Stanford University Abstract: David Bechhofer, a partner responsible for Bain & Co.'s marketing strategy, faces a dilemma: Traditional marketing is foreign to Bain's corporate culture (which is rather based on customer relationships), yet the firm cannot ignore traditional marketing tools if it wants to face global competition in the rapidly growing consulting industry. Indeed, all of Bain's traditional competitors as well as a lot of new players use aggressive marketing to acquire new segments from the growing customer base. David has to respond to this challenge while staying consistent with the firm's original value proposition, which is highly appreciated by its existing customers. The case provides an opportunity to discuss how to communicate a consistent global corporate image for a services firm whose "raison d`etre" is based on customer relationships. Geographic Setting: United States Industry Setting: Consulting Number of Employees: 1,350 Gross Revenues: $450 million revenues Subjects: Consulting; International marketing; Marketing strategy; Services Length: 19p 504001 Title: Marketing at The Vanguard Group Author(s): Quelch, John A.; Knoop, Carin-Isabel Publication Date: 08/05/2003 Revision Date: 07/20/2004 Product Type: Case (Field) Abstract: Senior executives at Vanguard are evaluating their marketing strategy. In particular, they are looking at their approach to market segmentation, the organization of the marketing function, and the weight placed on marketing metrics in the corporate dashboard in light of an economic and stock market downturn. Geographic Setting: United States Industry Setting: Financial services Number of Employees: 11,000 Event Year Start: 2003 Event Year End: 2003 Subjects: Financial services; Market segmentation; Marketing strategy; Mutual funds Length: 21p Supplementary Materials: Case Video, (504812), 2 min, by John A. Quelch; Teaching Note, (505023), 11p, by John A. Quelch; Case Video, DVD, (504802), 7 min, by John A. Quelch; Case Video, (504809), 7 min, by John A. Quelch; Case Video, Streaming, (1-277-7), 7 min, by John A. Quelch 496037 Title: Marketing at Wachtell, Lipton, Rosen & Katz Author(s): Lorsch, Jay W.; Graff, Samantha K. Publication Date: 11/29/1995 Product Type: Case (Field) Abstract: Describes the history and unique operating principles of the most successful corporate law firm in the country. Closes with a lengthy quotation by Martin Lipton, who is one of the firm's founding partners and who is described in an American Lawyer article as the "Elvis Presley of the M&A field." Lipton reflects on certain activities that the firm carries out aimed at building its reputation. Whether or not these activities constitute marketing is left an open question. Geographic Setting: New York, NY Industry Setting: Law enforcement
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Number of Employees: 500 Gross Revenues: $100 million revenues Subjects: Marketing strategy; Organizational behavior; Organizational design; Organizational structure; Professionals Length: 8p BH067 Title: Marketing for Muggles: The Harry Potter Way to Higher Profits Author(s): Brown, Stephen Publication Date: 01/15/2002 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Mainstream marketing has become so obsessed with rigor, quantification, and scientific rectitude that it has lost sight of the importance of magic, mystery, and imagination. We need to restore the balance somewhat, and the way to do that is to take a look at the boy wizard who has captivated the hearts and minds of readers the world over--and turned marketing on its head. Close examination reveals that Harry Potter is more than a mere passing marketing fad. Harry is different because the books are as much about marketing as the outcome of marketing. They deal with marketing matters, they are full of marketing artifacts, they contain analyses of marketplace phenomena, and they provide insights into the contemporary marketing condition. The books refer to almost every element of the marketing mix, as well as aspects of buyer behavior, environmental conditions, and marketing research. Harry Potter unknowingly has the power to transform the modern marketing paradigm from the positivistic trappings of modern marketing into the magical, mysterious, imaginative substance of postmodern marketing. Subjects: Consumer marketing; Marketing management; Marketing strategy Length: 9p 73510 Title: Marketing for Nonprofit Organizations Author(s): Shapiro, Benson P. Publication Date: 09/01/1973 Product Type: Harvard Business Review Article Abstract: Nonprofit organizations may improve their operations by using marketing techniques from profitmotivated businesses. The marketing task of nonprofit organizations involves attracting resources from donors, allocating those resources to clients, and persuading people to act. This task can
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be accomplished by using the major elements of the marketing mix communication, distribution, pricing, and product. Subjects: Marketing mixes; Marketing strategy; Nonprofit organizations Length: 10p 88511 Title: Marketing in an Age of Diversity Author(s): McKenna, Regis Publication Date: 09/01/1988 Product Type: Harvard Business Review Article Abstract: Technology has combined with a fragmented culture to create an array of products, services, and markets. It is a world of variety and options, niches and small batches, increased competition and changing company structure. Because niche markets cannot be identified easily in their infancy, managers must keep one foot in the technology to know its potential and one foot in the market to see the opportunity. The product isn't just the item itself--the product is an experience the customer learns to trust--which is why everything from perfume to software samples come inside magazines. Old, established giants and small start-ups need each other--the future is in relationships that create new products tailored to customers' demands. Subjects: Diversity; Marketing strategy; Product development; Technology Length: 7p 1597 Title: Marketing in an Electronic Age (Hardcover) Author(s): Buzzell, Robert D. Publication Date: 03/01/1985 Product Type: HBS Press Book Abstract: Presenting the perspectives of 24 marketing experts, this book examines how technological changes are affecting sales and distribution, advertising, marketing decision support systems, and market research. A research colloquium book. Subjects: Market research; Marketing management; Marketing strategy; Technological change Length: 404p List Price: $39.95 F0609G Title: Marketing in an Unpredictable World Author(s): Watts, Duncan J.; Hasker, Steve Publication Date: 09/01/2006 Product Type: Harvard Business Review Article Abstract: Predicting entertainment mega-hits is a risky proposition. Instead, marketers can adopt five strategies to exploit consumers' social influence as it emerges. Industry Setting: Entertainment industry Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2006 BH151 Title: Marketing in the Age of the Network: From Marketplace to U-Space Author(s): Watson, Richard T.; Berthon, Pierre R.; Pitt, Leyland F.; Zinkhan, George M. Publication Date: 11/15/2004 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: We have entered the age of the ubiquitous network. The future of business is being shaped by the interplay of strategic thinking and network technology advances, affecting company, supplier, and customer interactions in the production and consumption of value and creating an entirely new toolbox that will change marketing forever. Predicated on the characteristics of network ubiquity, universality, uniqueness, and unison, the term "U-commerce" captures these new marketing tools. What is the nature of Ucommerce? How can we conceptualize marketing in such a "U-space?" And what are the implications for nextgeneration marketers? Subjects: NO SUBJECTS(KEYWORDS) Length: 8p Year New: 2005 508024 Title: Marketing the "$100 Laptop" (A) Author(s): Quelch, John A. Publication Date: 08/13/2007 Revision Date: 09/18/2008 Product Type: Color Case Abstract: In 2002, Professor Nicholas Negroponte, a successful venture capitalist, author, and co-founder and chairman emeritus of the Massachusetts Institute of Technology (MIT) Media Lab, announced his intention to build a PC so cheap as to make it possible to provide Internet- and multimedia-capable machines to millions of children in developing countries. The concept-subsequently often referred to as the "$100 PC"--was launched at the Media Lab in 2003 before being spun into a separate nonprofit association, One Laptop Per Child (OLPC), founded by Negroponte in January 2005. At the time skeptics, including technology industry leaders, argued that it simply could not be done. Through innovative design and
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technology, Negroponte and his team proved them wrong but struggled to sell the concept and the machines to the world's education ministries, who would be purchasing the laptops for their school age children. Furthermore, by 2007, many other low-cost PC options had emerged and OLPC had not started shipping yet, leading some observers to wonder if the non-profit should reconsider its strategy and options. Industry Setting: IT industry Event Year End: 2007 Subjects: NO SUBJECTS(KEYWORDS) Length: 24p Supplementary Materials: Supplement, (508032), 2p, by John A. Quelch; Teaching Note, (508055), 11p, by John A. Quelch, Carin-Isabel Knoop; Supplement (Library), (508065), 3p, by John Quelch, David Chen Year New: 2007 508032 Title: Marketing the "$100 Laptop" (B) Author(s): Quelch, John A. Publication Date: 08/13/2007 Revision Date: 10/02/2008 Product Type: Supplement Abstract: An abstract is not available for this product. Must be used with: (508024) Marketing the "$100 Laptop" (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Supplementary Materials: Teaching Note, (508055), 11p, by John A. Quelch, Carin-Isabel Knoop Year New: 2007 508065 Title: Marketing the "$100 Laptop" (C) Author(s): Quelch, John ; Chen, David Publication Date: 01/25/2008 Revision Date: 10/02/2008 Product Type: Supplement (Library) Abstract: An abstract is not available for this product. Must be used with: (508024) Marketing the "$100 Laptop" (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Supplementary Materials: Teaching Note, (508055), 11p, by John A. Quelch, Carin-Isabel Knoop Year New: 2008 596059 Title: Marketing the National Hockey League Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 10/05/1995 Revision Date: 12/28/1995 Product Type: Case (Field)
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Abstract: One third of the 24 National Hockey League (NHL) teams are unprofitable. Another third are barely profitable. This case provides the background and market research data to help the senior managers of the NHL make decisions pertaining to how they would like to grow the fan base. The two choices under consideration are network advertising and grassroots marketing. May be used with: (599024) NHL-1998: "The Coolest Game in Nagano". Geographic Setting: United States; Canada Industry Setting: Sports industry Gross Revenues: $10 billion revenues Subjects: Advertising; Market research; Profitability analysis; Sports Length: 31p Supplementary Materials: Teaching Note, (596089), 8p, by V. Kasturi Rangan U9709C Title: Marketing the Unmarketable Author(s): Nakache, Patricia Publication Date: 09/01/1997 Product Type: Harvard Management Update Article Abstract: For commodity products and services, price seems to be the only way to remain competitive in the marketplace. However, price-based competition can quickly lead to a decline in profitability, and can affect the quality of the goods and services we consume. In order to combat this decline, many companies are looking at new ways to differentiate themselves: designing new product features, improving product delivery, building brand recognition and image, understanding what the customer wants, and reaching outside their industry for creative ideas. This article examines the efforts of Granite Rock Co., a producer of construction materials, and EnergyOne, a utilities supplier, who each used the preceding strategies to differentiate themselves in the marketplace, thereby creating a demand for their products and services, and creating growth within their industries. Industry Setting: Building materials industries Subjects: Building materials industry; Competition; Energy; Marketing planning; Marketing strategy Length: 3p List Price: $4.50 BH110 Title: Marketing to China's Youth: A Cultural Transformation Perspective Author(s): Gong, Wen; Li, Zhan G.; Li, Tiger Publication Date: 11/15/2004 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: China's rapid transition to a market economy has remolded society culturally, especially when it comes to young people between the ages of 5 and 24. Numbering over 400 million and wielding increasing power and influence over personal and household purchases, these youths will determine the future preferences and trends of the country's consumer market. Thus, they represent enormous market opportunities for foreign companies. How important is this dynamic market? Do the challenges outweigh the attractions? And how best can marketers appeal to these bolder, more individualistic, more "Westernized" young Chinese consumers? Geographic Setting: China Subjects: China; Consumer marketing; Marketing strategy; Power & influence Length: 10p Year New: 2004 F0306B Title: Marketing to Generation (R) Author(s): Brown, Stephen Publication Date: 06/01/2003 Product Type: Harvard Business Review Article Abstract: How do you market to marketing-savvy consumers? According to this professor, today's consumers, ironically enough, appreciate the authenticity of the old-fashioned, up-front sales pitch. Subjects: Customer relations; Marketing planning; Marketing strategy; Sales strategy Length: 2p 2011 Title: Marketing to Women Around the World (Hardcover) Author(s): Bartos, Rena Publication Date: 02/15/1988 Product Type: HBS Press Book Abstract: Examines the demographics and consumer behavior of women in areas ranging from Europe and North America to Latin America and the Far East. Bartos' research will enable marketers to target diverse segments of female consumers in ten countries by using a framework that combines such basic demographics as employment and marital status with the New Demographics, which focus on attitudes toward work. Subjects: Demographics; International marketing; Women Length: 350p List Price: $29.95 BH190 Title: Marketing: Who's Really Minding
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the Store Globally? Author(s): Ueltschy, Linda C.; Herremans, Irene; Ryans, John K., Jr. Publication Date: 03/15/2006 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: In today's highly competitive global marketplace, firms have increasingly turned to outsourcing. In fact, it is not just blue collar jobs being outsourced, but white collar jobs, as well. Even marketing, "the window to the company's worldwide customer base," is feeling outsourcing pressures. Takes a look at the corporate implications of outsourcing global marketing and reports the findings of a telephone survey conducted with U.S. and Canadian marketing executives. U.S. firms were found to outsource marketing activities more frequently than Canadian firms, often at the expense of control and customer satisfaction. Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2006 2387 Title: Markets of One: Creating Customer-Unique Value through Mass Customization (Hardcover) Author(s): Gilmore, James; Pine, B. Joseph, II Publication Date: 01/27/2000 Product Type: HBS Press Book Abstract: A Harvard Business Review Book, edited and with an introduction by James Gilmore and B. Joseph Pine, II. This collection of ten Harvard Business Review articles chronicles the evolution of business competition from mass markets to markets of one-in other words, from creating standardized value through mass production to creating customer-unique value through mass customization. The book examines many of the resulting changes in approach to strategy and operations--for example, moving from pushing products to fulfilling individual needs, moving from focusing solely on market share to measuring customer share, and moving from marketing to the masses to cultivating learning relationships with each customer. Markets of One offers the best of the leading thinkers on the topic, exploring both the promise and pitfalls of mass customization. Practical applications are presented with examples of leading companies who successfully mass customize for markets of one. Subjects: Consumer marketing; Customer service; Market analysis; Market definition; Market positioning;
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Market research; Market selection; Market structure; Marketing management; Marketing planning; Marketing strategy Length: 240p List Price: $29.95 593063 Title: Marks and Spencer P.L.C.: Food Leadership in the 1990s Author(s): Goldberg, Ray A. Publication Date: 12/21/1992 Revision Date: 06/28/1993 Product Type: Case (Field) Abstract: Marks and Spencer is being challenged as profit and sales leader in the U.K. food system. Can they remain a niche food player? Geographic Setting: Global Industry Setting: Food industry; Retail industry Company Size: large Number of Employees: 16,000 Gross Revenues: $9 billion revenues Subjects: Agribusiness; International marketing; Retailing; United Kingdom Length: 48p 509029 Title: Marks and Spencer: Plan A Author(s): Sanghavi, Nitin; Winig, Laura; Bell, David E. Publication Date: 01/05/2009 Product Type: Case (Field) Abstract: Marks & Spencer initiated a comprehensive approach to sustainability (reduction of waste, carbon emissions, fair trade) called Plan A. Does it offer a competitive advantage? Geographic Setting: United Kingdom Industry Setting: Agribusiness; Retail industry; Supermarkets Gross Revenues: $18 billion Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 23p 588065 Title: Marrying the "Sweet Spots" Author(s): Shapiro, Benson P. Publication Date: 06/24/1988 Revision Date: 09/01/1988 Product Type: Case (Gen Exp) Abstract: Meant to raise issues of product line management and to encourage students to discuss why companies want to make products different than customers want to buy. Set in the aluminum industry and obviously "arm chaired" (not field gathered). Asks students to understand the philosophical issues behind "market orientation" from several perspectives. Geographic Setting: United States Industry Setting: Aluminum industry Company Size: large Subjects: Economic analysis; Pricing; Product lines; Product positioning Length: 1p 503S74 Title: Marsh Supermarkets, Inc. (A): The Marsh Super Study, Spanish Version Author(s): Burke, Raymond R. Publication Date: 11/02/1993 Revision Date: 03/07/1995 Product Type: LACC Case Abstract: In response to recent trends in grocery retailing, Marsh Supermarkets has completed an intensive 65-week study of the activity at five superstores in the Midwest. The study tracked the sales, profits, space, and promotion dynamics of the entire store: dry grocery, general merchandise, health and beauty care, and perishables. (These data are provided in the case exhibits.) Management hoped the study would provide insights on how and why products sell, identify product categories of greatest strategic importance, and spot inefficiencies in store operations. Geographic Setting: Indianapolis, IN Industry Setting: Grocery stores; Retail industry Company Size: large Gross Revenues: $1 billion revenues Subjects: Consumer behavior; Market research; Retailing; Sales promotions; Supermarkets Length: 21p 594042 Title: Marsh Supermarkets, Inc. (A): The Marsh Super Study Author(s): Burke, Raymond R. Publication Date: 11/02/1993 Revision Date: 03/07/1995 Product Type: Case (Field) Abstract: In response to recent trends in grocery retailing, Marsh Supermarkets has completed an intensive 65-week study of the activity at 5 superstores in the midwest United States. The study tracked the sales, profits, space, and promotion dynamics of the entire store: dry grocery, general merchandise, health and beauty care, and perishables. (These data are provided in the case exhibits.) Management hoped the study would provide insights on how and why products sell, identify product categories of greatest strategic importance, and spot inefficiencies in store operations. May be used with: (595039) Marsh Supermarkets, Inc. (B): The Entry of Meijer Supercenters. Geographic Setting: Indianapolis, IN Industry Setting: Grocery stores; Retail industry Company Size: large Gross Revenues: $1 billion revenues Subjects: Consumer behavior; Market
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research; Retailing; Sales promotions; Supermarkets Length: 20p 595039 Title: Marsh Supermarkets, Inc. (B): The Entry of Meijer Supercenters Author(s): Burke, Raymond R. Publication Date: 10/18/1994 Revision Date: 03/20/1995 Product Type: Case (Field) Abstract: The Marsh chain of supermarkets is challenged by the entry of Meijer Supercenters into the Indianapolis market. Marsh management must decide how to select, price, promote, and merchandise its products in order to retain the loyalty of its customers and maintain profitability. May be used with: (594042) Marsh Supermarkets, Inc. (A): The Marsh Super Study. Geographic Setting: Indianapolis, IN Industry Setting: Grocery stores; Retail industry Company Size: large Gross Revenues: $1 billion revenues Subjects: Consumer behavior; Market research; Retailing; Sales promotions; Supermarkets Length: 6p 903A19 Title: Marshalls International, Inc. Author(s): Pearce, Michael R.; Amini, Samira Publication Date: 10/20/2003 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Warners Inc. is a worldleading packaged goods company that supplies a large number of packaged goods to Marshalls International Inc., a leading mass merchandiser. The health and beauty category manager at Warners has been asked to examine its hair care category for opportunities to allow Marshalls to achieve a leadership position in the category among its competitors. He must examine the leading retailers in the category and their marketing strategies and compare them to Marshalls' strategy. Geographic Setting: United Kingdom Industry Setting: Service industries Company Size: large Subjects: Competition; Consumer marketing; Cosmetics; Distribution; Marketing strategy; United Kingdom Length: 14p Supplementary Materials: Teaching Note, (803A19), 9p, by Michael R. Pearce, Samira Amini Year New: 2004 501080 Title: Martha Stewart Living Omnimedia
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(A) Author(s): Fournier, Susan; Winig, Laura; Herman, Kerry; Wojnicki, Andrea Publication Date: 04/24/2001 Revision Date: 07/30/2002 Product Type: Case (Library) Abstract: Martha Stewart Living Omnimedia (MSLO), a branded and integrated content and media company dedicated to "elevating the role of the homemaker," went public on October 19, 1999, creating a company with a market value of $1.73 billion, and a stake for Stewart worth $1.2 billion. Aretha Jackson, president of a private investment firm, must counsel a client on whether to invest in MSLO--a precarious prospect in light of the steady downward plunge in MSLO stock performance since the IPO. Risks outlined in the company's S-1 filing also highlighted special concerns specific to the management of the "Person-Brand." Could the company outlive Stewart? What if Stewart's reputation or image was tarnished? How, exactly, did the reputation of Stewart affect the value of the brand? Jackson must understand what meanings Martha Stewart claimed, and for whom, while also coming to grips with the meaning-management principles that applied in "managing Martha," the person and the brand. From a cultural meaning-management point of view, the person-brand context is unique in that it must consider two significant sources of meaning, both of which must be managed: 1) the public (the brand face) and 2) the private (the person face). Also considers the special meaning-management issues involved with multivocality of the brand proposition: i.e., the embodiment of multiple, and perhaps conflicting, meanings within one brand for various consumer audiences. This is an important meaning-management theme as it involves MSLO's engagements with K-Mart and the formulation of future line extension ideas. Geographic Setting: United States Industry Setting: Media Number of Employees: 500 Subjects: Brand equity; Brand management; Brands; Consumer behavior; Merchandising Length: 32p Supplementary Materials: Supplement (Library), (501079), 7p, by Susan Fournier, Laura Coleman; Teaching Note, (502003), 16p, by Susan Fournier 504S35 Title: Martha Stewart Living Omnimedia (A), Spanish Version Author(s): Fournier, Susan; Winig, Laura; Herman, Kerry; Wojnicki, Andrea Publication Date: 04/24/2001 Revision Date: 07/30/2002 Product Type: LACC Case Abstract: Martha Stewart Living Omnimedia (MSLO), a branded and integrated content and media company dedicated to "elevating the role of the homemaker," went public on October 19, 1999, creating a company with a market value of $1.73 billion, and a stake for Stewart worth $1.2 billion. Aretha Jackson, president of a private investment firm, must counsel a client on whether to invest in MSLO--a precarious prospect in light of the steady downward plunge in MSLO stock performance since the IPO. Risks outlined in the company's S-1 filing also highlighted special concerns specific to the management of the "Person-Brand." Could the company outlive Stewart? What if Stewart's reputation or image was tarnished? How, exactly, did the reputation of Stewart affect the value of the brand? Jackson had to understand what meanings Martha Stewart claimed, and for whom, while also coming to grips with the meaning-management principles that applied in "managing Martha," the person and the brand. From a cultural meaning-management point of view, the person-brand context is unique in that it must consider two significant sources of meaning, both of which must be managed: 1) the public (the brand face) and 2) the private (the person face). Also considers the special meaning-management issues involved with multivocality of the brand proposition: i.e., the embodiment of multiple, and perhaps conflicting, meanings within one brand for various consumer audiences. This is an important meaning-management theme as it involves MSLO's engagements with K-Mart and the formulation of future line extension ideas. Geographic Setting: United States Industry Setting: Media Number of Employees: 500 Subjects: Brand equity; Brand management; Brands; Consumer behavior; Merchandising Length: 35p Supplementary Materials: LACC Supplement, (504S36), 9p, by Susan Fournier, Laura Coleman Year New: 2004 501079 Title: Martha Stewart Living Omnimedia (B) Author(s): Fournier, Susan; Coleman, Laura Publication Date: 04/24/2001 Revision Date: 06/12/2001 Product Type: Supplement (Library) Abstract: Supplements the (A) case. Must be used with: (501080) Martha
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Stewart Living Omnimedia (A). Subjects: Brands; Consumer behavior Length: 7p Supplementary Materials: Teaching Note, (502003), 16p, by Susan Fournier 504S36 Title: Martha Stewart Living Omnimedia (B), Spanish Version Author(s): Fournier, Susan; Coleman, Laura Publication Date: 04/24/2001 Revision Date: 06/12/2001 Product Type: LACC Supplement Abstract: Supplements the (A) case. Must be used with: (504S35) Martha Stewart Living Omnimedia (A), Spanish Version. Subjects: Brands; Consumer behavior Length: 9p Year New: 2004 505001 Title: Marvel Enterprises, Inc. Author(s): Elberse, Anita Publication Date: 11/14/2004 Revision Date: 05/05/2005 Product Type: Case (Field) Abstract: The management team of Marvel Enterprises, known for its universe of superhero characters that includes Spider-Man, the Hulk, and XMen, must reevaluate its marketing strategy. In June 2004, only six years after the company emerged from bankruptcy, Marvel has amassed a market value of more than $2 billion. Originally known as a comic book publisher, the company now also has highly profitable toy, motion picture, and consumer products licensing operations. However, doubts about Marvel's business model and its growth potential continue to exist. Had Marvel's winning streak been just a fluke? Was marvel's success dependent on a limited set of blockbuster characters, most notably Spider-Man, and should Marvel continue to capitalize on those characters? Or was it time to seek growth in a larger set of lesser known characters? In exploring growth opportunities, was it wise for Marvel to venture outside its current business model and move into more capital-intensive activities? What marketing strategy would allow Marvel to sustain its success in the coming years? Includes color exhibits. Geographic Setting: United States Industry Setting: Publishing industry Number of Employees: 200 Gross Revenues: $350 million revenues Event Year Start: 2004 Event Year End: 2004 Subjects: Brand management; Entertainment industry; Growth strategy; Intellectual property; Licensing;
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Marketing strategy Length: 20p Supplementary Materials: Teaching Note, (505073), 21p, by Anita Elberse Year New: 2005 505S15 Title: Marvel Enterprises, Inc., Spanish Version Author(s): Elberse, Anita Publication Date: 11/14/2004 Revision Date: 01/13/2005 Product Type: LACC Case Abstract: The management team of Marvel Enterprises, known for its universe of superhero characters that includes Spider-Man, the Hulk, and XMen, must reevaluate its marketing strategy. In June 2004, only six years after the company emerged from bankruptcy, Marvel has amassed a market value of more than $2 billion. Originally known as a comic book publisher, the company now also has highly profitable toy, motion picture, and consumer products licensing operations. However, doubts about Marvel's business model and its growth potential continue to exist. Had Marvel's winning streak been just a fluke? Was marvel's success dependent on a limited set of blockbuster characters, most notably Spider-Man, and should Marvel continue to capitalize on those characters? Or was it time to seek growth in a larger set of lesser known characters? In exploring growth opportunities, was it wise for Marvel to venture outside its current business model and move into more capital-intensive activities? What marketing strategy would allow Marvel to sustain its success in the coming years? Geographic Setting: United States Industry Setting: Publishing industry Number of Employees: 200 Gross Revenues: $350 million revenues Event Year Start: 2004 Event Year End: 2004 Subjects: Brand management; Entertainment industry; Growth strategy; Intellectual property; Licensing; Marketing strategy Length: 21p Year New: 2007 9-507-P01 Title: Marvel Enterprises, Inc., Portuguese Version Author(s): Elberse, Anita Publication Date: 11/14/2004 Revision Date: 05/05/2005 Product Type: LACC Case Abstract: The management team of Marvel Enterprises, known for its universe of superhero characters that includes Spider-Man, the Hulk, and XMen, must reevaluate its marketing strategy. In June 2004, only six years after the company emerged from bankruptcy, Marvel has amassed a market value of more than $2 billion. Originally known as a comic book publisher, the company now also has highly profitable toy, motion picture, and consumer products licensing operations. However, doubts about Marvel's business model and its growth potential continue to exist. Had Marvel's winning streak been just a fluke? Was marvel's success dependent on a limited set of blockbuster characters, most notably Spider-Man, and should Marvel continue to capitalize on those characters? Or was it time to seek growth in a larger set of lesser known characters? In exploring growth opportunities, was it wise for Marvel to venture outside its current business model and move into more capital-intensive activities? What marketing strategy would allow Marvel to sustain its success in the coming years? Includes color exhibits. Geographic Setting: United States Industry Setting: Publishing industry Number of Employees: 200 Gross Revenues: $350 million revenues Event Year Start: 2004 Event Year End: 2004 Subjects: NO SUBJECTS(KEYWORDS) Length: 22p Year New: 2006 583068 Title: Mary Kay Cosmetics, Inc.: Marketing Communications Author(s): Quelch, John A.; Court, Alice M. Publication Date: 01/20/1983 Revision Date: 06/25/1985 Product Type: Case (Field) Abstract: Marketing executives at the company are considering the merits of a variety of communications programs designed to increase the effectiveness of the company's sales force of beauty consultants. Geographic Setting: United States Industry Setting: Cosmetic Company Size: mid-size Gross Revenues: $240 million sales Subjects: Advertising; Communication; Consumer marketing; Cosmetics; Personal selling; Sales management Length: 20p Supplementary Materials: Teaching Note, (583065), 12p, by John A. Quelch 505S09 Title: Mary Kay Cosmetics: Asian Market Entry, Spanish Version Author(s): Quelch, John A.; Laidler, Nathalie Publication Date: 09/22/2093
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Revision Date: 07/26/1996 Product Type: LACC Case Abstract: Executives at Mary Kay Cosmetics are renewing opportunities to enter the Japanese and/or Chinese markets. The comparative opportunities must be assessed and guidelines for entry strategies must be determined. Geographic Setting: Japan; China Industry Setting: Cosmetic Company Size: large Gross Revenues: $800 million revenues Subjects: China; Cosmetics; International marketing; Japan; Market entry; Market research; Marketing strategy Length: 35p 594023 Title: Mary Kay Cosmetics: Asian Market Entry Author(s): Quelch, John A.; Laidler, Nathalie Publication Date: 09/22/1993 Revision Date: 07/26/1996 Product Type: Case (Field) Abstract: Executives at Mary Kay Cosmetics are renewing opportunities to enter the Japanese and/or Chinese markets. The comparative opportunities must be assessed and guidelines for entry strategies must be determined. Geographic Setting: Japan; China Industry Setting: Cosmetic Company Size: large Gross Revenues: $800 million revenues Subjects: China; Cosmetics; International marketing; Japan; Market entry; Market research; Marketing strategy Length: 35p Supplementary Materials: Teaching Note, (595073), 11p, by John A. Quelch BESTSELLER 599077 Title: Mary Moore and Helmer Foods Author(s): Deighton, John Publication Date: 04/15/1999 Product Type: Case (Gen Exp) Abstract: Presents a debate surrounding the decision of a business school graduate to join a major branded foods company that is owned by a cigarette manufacturer. Teaching Purpose: Ethical dimensions of marketing. Withdrawn 08/19/99. Geographic Setting: United States Industry Setting: Food processing industry Gross Revenues: $18 billion revenues Subjects: Careers & career planning; Ethics; Food processing industry; Marketing management; Tobacco industry
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Length: 6p 505011 Title: Mason Instrument, Inc., Part I Author(s): Corey, E. Raymond; Alexander PF Publication Date: 11/10/1958 Revision Date: 12/18/1978 Product Type: Case (Field) Abstract: Competitive bidding on a government contract for an electronic guidance control system for a guided missile. Industry Setting: Missiles Event Year Start: 1958 Event Year End: 1958 Subjects: Communications equipment; Competitive bidding; Contracts; Industrial markets; Pricing Length: 15p 587040 Title: Mason Instrument, Inc.--1986 (A): Electronics Guidance System for the Cherokee Missile Author(s): Corey, E. Raymond Publication Date: 07/08/1986 Revision Date: 05/18/1993 Product Type: Case (Field) Abstract: Mason Instruments has become a second source for the electronics guidance system for a Navy missile. The case decision involves bidding in the third-round competition. Geographic Setting: West Coast Industry Setting: Weaponry Company Size: large Subjects: Competitive bidding; Electronics; Pricing Length: 11p Supplementary Materials: Supplement (Field), (587041), 2p, by E. Raymond Corey; Supplement (Field), (587042), 1p, by E. Raymond Corey; Teaching Note, (587043), 7p, by E. Raymond Corey 587041 Title: Mason Instrument, Inc.--1986 (B): Electronics Guidance System for the Cherokee Missile Author(s): Corey, E. Raymond Publication Date: 07/08/1986 Revision Date: 05/18/1993 Product Type: Supplement (Field) Abstract: Provides additional data concerning the bid. Must be used with: (587040) Mason Instrument, Inc.--1986 (A): Electronics Guidance System for the Cherokee Missile. Industry Setting: Electronics industry; Military R&D Subjects: Competitive bidding; Electronics; Pricing Length: 2p Supplementary Materials: Teaching Note, (587043), 7p, by E. Raymond Corey 587042 Title: Mason Instrument, Inc.--1986 (C): Electronics Guidance System for the Cherokee Missile Author(s): Corey, E. Raymond Publication Date: 07/08/1986 Revision Date: 05/18/1993 Product Type: Supplement (Field) Abstract: Part of a series on a bidding situation involving missile guidance systems. Must be used with: (587040) Mason Instrument, Inc.--1986 (A): Electronics Guidance System for the Cherokee Missile. Industry Setting: Electronics industry; Military R&D Subjects: Competitive bidding; Electronics; Pricing Length: 1p 8584SL Title: Mass Affluence: Seven New Rules for Marketing to Today's Consumer, A Harvard Business School Publishing Virtual Seminar CD, Multiuser Author(s): Nunes, Paul F. Publication Date: 12/01/2004 Product Type: Conference Audio Abstract: Mass Affluence: Seven New Rules for Marketing to Today's Consumer, a Harvard Business School Publishing virtual seminar CD, single user. Produced in collaboration with the American Marketing Association and featuring Paul Nunes, executive research fellow at Accenture's Institute for High Performance Business and coauthor of the Harvard Business Review article "Selling to the Moneyed Masses." You may be missing extraordinary opportunities to boost sales of your products or services if you are relying on outdated notions about affluence and market segmentation. The "new middle ground" of people with higher-thanaverage incomes, yet short of being truly rich, has become the hottest growth opportunity the market has seen in some time. This group of "mass affluents" represents 49% of U.S. income but only 37% of consumption. That means there is discretionary income ready to be spent. What are the best practices in this new middle ground? Paul Nunes and his co-authors have researched this phenomenon extensively and decoded it to provide you with critical insights for marketing to today's mass affluent consumer. In this 90-minute presentation, Nunes leads you through how to reexamine how your customers use your product, pay for it, and value it as well as other key elements in tapping into this exceptional market opportunity. For information regarding multiuser site licenses, call 1-800-795-5200. Outside
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the United States and Canada, call 617782-7888. Subjects: Consumer marketing; Growth strategy; Marketing strategy Length: 90 min List Price: $349.00 Year New: 2004 8584CD Title: Mass Affluence: Seven New Rules for Marketing to Today's Consumer, A Harvard Business School Publishing Virtual Seminar CD, Single User Author(s): Nunes, Paul F. Publication Date: 12/01/2004 Product Type: Conference Audio Abstract: Mass Affluence: Seven New Rules for Marketing to Today's Consumer, a Harvard Business School Publishing virtual seminar CD, single user. Produced in collaboration with the American Marketing Association and featuring Paul Nunes, executive research fellow at Accenture's Institute for High Performance Business and coauthor of the Harvard Business Review article "Selling to the Moneyed Masses." You may be missing extraordinary opportunities to boost sales of your products or services if you are relying on outdated notions about affluence and market segmentation. The "new middle ground" of people with higher-thanaverage incomes, yet short of being truly rich, has become the hottest growth opportunity the market has seen in some time. This group of "mass affluents" represents 49% of U.S. income but only 37% of consumption. That means there is discretionary income ready to be spent. What are the best practices in this new middle ground? Paul Nunes and his co-authors have researched this phenomenon extensively and decoded it to provide you with critical insights for marketing to today's mass affluent consumer. In this 90-minute presentation, Nunes leads you through how to reexamine how your customers use your product, pay for it, and value it as well as other key elements in tapping into this exceptional market opportunity. Volume discounts and site license pricing are also available. For information, call 1-800-795-5200. Outside the United States and Canada, call 617-783-7888. Subjects: Consumer marketing; Growth strategy; Marketing strategy Length: 90 min List Price: $129.00 Year New: 2004 8584CF Title: Mass Affluence: Seven New Rules for Marketing to Today's Consumer, A Harvard Business School
Marketing
Publishing Virtual Seminar, Registration Fee Author(s): Nunes, Paul F. Publication Date: 12/01/2004 Product Type: Previous Conference Abstract: Mass Affluence: Seven New Rules for Marketing to Today's Consumer, a Harvard Business School Publishing virtual seminar produced in collaboration with the American Marketing Association, featuring Paul Nunes, executive research fellow at Accenture's Institute for High Performance Business and co-author of the Harvard Business Review article "Selling to the Moneyed Masses." You may be missing extraordinary opportunities to boost sales of your products or services if you are relying on outdated notions about affluence and market segmentation. The "new middle ground" of people with higher than average incomes, yet short of being truly rich, has become the hottest growth opportunity the market has seen in some time. This group of "mass affluents" represents 49% of U.S. income but only 37% of consumption. That means there is discretionary income ready to be spent. What are the best practices in this new middle ground? Paul Nunes and his co-authors have researched this phenomenon extensively and decoded it to provide you with critical insights for marketing to today's mass affluent consumer. In this interactive, 90-minute presentation, he leads you through how to reexamine how your customers use your product, pay for it, and value it, as well as other key elements in tapping into this exceptional market opportunity. Nunes welcomes your questions as part of this interactive, 90-minute presentation. To register, please go to www.krm.com/newmasses Subjects: Consumer marketing; Market segmentation; Marketing strategy Length: 90 min List Price: $349.00 Year New: 2004 1962 Title: Mass Affluence: Seven New Rules of Marketing to Today's Consumer (Hardcover) Author(s): Nunes, Paul F.; Johnson, Brian Publication Date: 07/29/2004 Product Type: HBS Press Book Abstract: Forget mass customization and microsegmentation. Winning in today's business world requires a return to an approach abandoned by marketing experts decades ago. Mass marketing is back, say Paul Nunes and Brian Johnson--but with a new target and a fresh approach that companies ignore at their peril. Whereas the mass marketing concepts of the 1950s consisted of lowest common denominator strategies aimed at the "middle class," Nunes and Johnson argue that the rules of mass marketing must be rewritten to appeal to today's burgeoning mass of different-and far more affluent--consumers. The "moneyed masses" have more disposable income than ever, and research shows the richest among them are not spending up to their potential-thus creating a windfall of opportunity for marketers. Based on extensive consumer research, Mass Affluence outlines seven new rules for capturing this largely ignored market and reveals how innovative companies are already employing them to launch billion-dollar industries in categories from oral care to homebuilding to exotic automobiles. A sea change in marketing is underway-and future growth and profitability will belong to the companies that woo and win today's affluent mass market. Paul Nunes is an Executive Research Fellow at Accenture's Institute for High Performance Business in Cambridge, Massachusetts. Brian Johnson is a senior research analyst at Sanford C. Bernstein & Co., an investment research and management firm in New York City. Subjects: Consumer behavior; Consumer marketing; Demographics; Innovation; Marketing strategy Length: 288p List Price: $32.95 582038 Title: MassNORML Author(s): Clarke, Darrel G. Publication Date: 07/25/1981 Revision Date: 07/30/1984 Product Type: Case (Field) Abstract: A nonprofit organization seeks to influence the legislative process for legalizing marijuana usage by performing a survey of voters opinions. The case discusses sample bias and basic statistics necessary to correctly interpret the survey findings. Rewrite of three earlier cases by D. Reibstein. Geographic Setting: Massachusetts Industry Setting: Government & regulatory Subjects: Interest groups; Market research; Political process; Polls & surveys; State government; Statistical analysis Length: 9p 593029 Title: Massachusetts General Hospital: Cancer Research Center Author(s): Goldberg, Ray A.; Stacey, Eve Publication Date: 09/15/1992 Revision Date: 10/14/1992 Product Type: Case (Field)
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Abstract: The new head of the Cancer Research Center at Massachusetts General Hospital and Harvard Medical School is faced with a changing source of funds for research, as research becomes more complex and cross-over to other industries such as food and nutrition becomes important. Teaching Purpose: To indicate private/public role in reseach for cancer and its relationship to the food system. Geographic Setting: United States Industry Setting: Health care industry Company Size: small Number of Employees: 200 Gross Revenues: $30 million revenues Subjects: Agribusiness; Health; Hospital administration; Nonprofit organizations; Research & development Length: 13p 590009 Title: Massachusetts Lottery Author(s): Smith, N. Craig; Quelch, John A.; Lee, Ron Publication Date: 09/07/1989 Revision Date: 01/25/1991 Product Type: Case (Library) Abstract: Describes the role of state lotteries, lottery marketing, and the operation of the Massachusetts State Lottery, including reference to Massachusetts lottery advertising. Highlights the success of state lotteries while also noting growing criticism, particularly of their advertising. Teaching objectives: To consider 1) truth in advertising, 2) the ethics of marketing gambling, and 3) the marketing/public policy interface. Geographic Setting: Massachusetts Industry Setting: Lottery Gross Revenues: $1.4 billion sales Subjects: Advertising; Ethics; Nonprofit marketing; Public policy; State government Length: 8p Supplementary Materials: Teaching Note, (591075), 8p, by John A. Quelch, N. Craig Smith; Case Video, (593501), 2 min, by Mass State Lottery 593501 Title: Massachusetts Lottery, Video Author(s): Mass State Lottery Publication Date: 06/07/1993 Product Type: Case Video Abstract: Contains commercials that permit instructors to discuss whether Massachusetts Lottery uses appropriate practices in its advertising. Must be used with: (590009) Massachusetts Lottery. Industry Setting: Advertising industry Subjects: Advertising; Ethics; Nonprofit marketing; Public policy; State government Length: 2 min
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List Price: $150.00 806127 Title: Massive Inc. (B) Author(s): Gilbert, Clark; Winston, Victoria W.; Lassiter, Joseph B., III Publication Date: 03/10/2006 Revision Date: 02/01/2007 Product Type: Color Case Abstract: An abstract is not available for this product. May be used with: (806126) Massive Inc. (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2006 500036 Title: MasterCard International: World Championship Soccer Sponsorship Author(s): Arnold, David J.; Lane, David Publication Date: 10/22/1999 Revision Date: 07/31/2000 Product Type: Case (Field) Abstract: MasterCard must decide whether to renew the sponsorship of the World Cup and other soccer events in light of a 100% increase in the sponsorship fee and a strategic realignment by MasterCard. A rewritten version of an earlier case. Geographic Setting: Global Industry Setting: Financial services Number of Employees: 3,000 Gross Revenues: $651 million revenues Subjects: Financial services; International marketing; Marketing mixes; Sports Length: 21p Supplementary Materials: Teaching Note, (502017), 10p, by David J. Arnold 506S32 Title: MasterCard and World Championship Soccer, Spanish Version Author(s): Quelch, John A.; Knoop, Carin-Isabel Publication Date: 02/24/1995 Revision Date: 11/13/1996 Product Type: LACC Case Abstract: The MasterCard vice president for global promotions and other MasterCard executives are appraising the results of MasterCard's worldwide sponsorship of the 1994 World Cup soccer championship. They must decide whether to commit to sponsor the 1998 championship to be held in France. Geographic Setting: Global Industry Setting: Credit card Gross Revenues: $320 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 32p Year New: 2007 595040 Title: MasterCard and World Championship Soccer Author(s): Quelch, John A.; Knoop, Carin-Isabel Publication Date: 02/24/1995 Revision Date: 11/13/1996 Product Type: Case (Field) Abstract: The MasterCard vice president for global promotions and other MasterCard executives are appraising the results of MasterCard's worldwide sponsorship of the 1994 World Cup soccer championship. They must decide whether to commit to sponsor the 1998 championship to be held in France. Geographic Setting: Global Industry Setting: Credit card Company Size: large Gross Revenues: $320 billion revenues Subjects: Financial services; International marketing Length: 32p Supplementary Materials: Teaching Note, (598100), 15p, by John A. Quelch, Christine Steinman R0607F Title: Match Your Sales Force Structure to Your Business Life Cycle Author(s): Zoltners, Andris A.; Sinha, Prabhakant; Lorimer, Sally E. Publication Date: 07/01/2006 Product Type: Harvard Business Review Article Abstract: Although companies devote considerable time and money to managing their sales forces, few focus much thought on how the structure of the sales force needs to change over the life cycle of a product or a business. However, the organization and goals of a sales operation have to evolve as businesses start up, grow, mature, and decline if a company wants to keep winning the race for customers. Specifically, firms must consider and alter four factors over time: the differing roles that internal salespeople and external selling partners should play, the size of the sales force, its degree of specialization, and how salespeople apportion their efforts among different customers, products, and activities. These variables are critical because they determine how quickly sales forces respond to market opportunities, influence sales reps' performance, and affect companies' revenues, costs, and profitability. In this article, the authors use time-series data and cases to explain how, at each stage, firms can best tackle the relevant issues and get the most out of their sales forces. During start-up, smart companies focus on how
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big their sales staff should be and on whether they can depend on selling partners. In the growth phase, they concentrate on getting the sales force's degree of specialization and size right. When businesses hit maturity, companies should better allocate existing resources and hire more general-purpose salespeople. Finally, as organizations go into decline, wise sales leaders reduce sales force size and use partners to keep the business afloat for as long as possible. Geographic Setting: Chicago, IL; United States Industry Setting: Medical equipment & device industry; Pharmaceutical industry; Software industry Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2006 593094 Title: MathSoft, Inc. (A) Author(s): Rangan, V. Kasturi; Swartz, Gordon Publication Date: 04/30/1993 Revision Date: 07/18/1994 Product Type: Case (Field) Abstract: MathSoft's VP of sales has doubled the size of the company's direct field sales force to support the launch of a new, high-end workstation software product priced at almost $9,000. However, sales of the new product are far below plan. At the same time, the VP of marketing is calling for increased magazine advertising to support sales of the company's $349 personal computer software product, which has been marketed through a combination of distributors, retailers, telephone sales, and direct mail. The president of this entrepreneurial company must determine the appropriate channel structure and communications programs for MathSoft's current product line and future growth. Illustrates the close linkages and trade-offs between industrial marketing channels and communications methods and traces the evolution of one company's hybrid marketing channels. Also introduces students to the use of advertising and direct marketing in selling complex, industrial products. For students who have had a quantitative modeling course, the case includes the output of a market response model developed from MathSoft's advertising and sales data. Geographic Setting: Massachusetts Industry Setting: Software industry Company Size: small Number of Employees: 45 Gross Revenues: $3 million revenues Subjects: Advertising; Communication strategy; Direct marketing; Distribution
Marketing
channels; Distribution planning; Industrial markets; Software Length: 24p Supplementary Materials: Supplement (Field), (593095), 3p, by V. Kasturi Rangan, Gordon Swartz; Case Video, (593518), 17 min, by Mathsoft 593518 Title: MathSoft, Inc. (A): Mathcad Demonstration, Video Author(s): Mathsoft Publication Date: 05/07/1993 Product Type: Case Video Abstract: Presents a demonstration of MathSoft's software product. Must be used with: (593094) MathSoft, Inc. (A); (593095) MathSoft, Inc. (B). Industry Setting: Advertising industry Subjects: Advertising; Communication strategy; Direct marketing; Distribution channels; Distribution planning; Industrial markets; Software Length: 17 min List Price: $150.00 593095 Title: MathSoft, Inc. (B) Author(s): Rangan, V. Kasturi; Swartz, Gordon Publication Date: 04/30/1993 Revision Date: 06/15/1994 Product Type: Supplement (Field) Abstract: Describes the president's decision regarding MathSoft's marketing channels and communications methods, and the company's sales results during the next five quarters. The (A) case market response model is also updated. Must be used with: (593094) MathSoft, Inc. (A). Industry Setting: Advertising industry Subjects: Advertising; Communication strategy; Direct marketing; Distribution channels; Distribution planning; Industrial markets; Software Length: 3p Supplementary Materials: Case Video, (593518), 17 min, by Mathsoft HKU768 Title: Mattel Toys - Made in China (A) Author(s): Jackson, Graham; Xiubao, Yu Publication Date: 06/10/2008 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: This three-part case study relates to the 2007 product recalls of toys manufactured in China for Mattel Inc., the world's biggest toy maker. Part (A) focuses on the recall of toys on 1 August, coated with lead paint. Part (B) focuses on a subsequent double recall involving production problems and product design errors. Part (C) focuses on the reactions of the Chinese authorities and Mattel's subsequent apology to China. Industry Setting: Personal care products; Toy industry Subjects: NO SUBJECTS(KEYWORDS) Length: 13p Supplementary Materials: Supplement (Field), (HKU770), 3p, by Graham Jackson, Yu Xiubao; Supplement (Field), (HKU772), 3p, by Graham Jackson, Yu Xiubao; Teaching Note, (HKU769), 8p, by Graham Jackson, Yu Xiubao HKU770 Title: Mattel Toys - Made in China (B) Author(s): Jackson, Graham; Xiubao, Yu Publication Date: 06/10/2008 Product Type: Supplement (Field) Publisher: University of Hong Kong Abstract: Supplement to (HKU768). Must be used with: (HKU768) Mattel Toys - Made in China (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Supplementary Materials: Teaching Note, (HKU769), 8p, by Graham Jackson, Yu Xiubao; Supplement (Field), (HKU772), 3p, by Graham Jackson, Yu Xiubao HKU772 Title: Mattel Toys - Made in China (C) Author(s): Jackson, Graham; Xiubao, Yu Publication Date: 06/10/2008 Product Type: Supplement (Field) Publisher: University of Hong Kong Abstract: Supplement to (HKU768) and (HKU770). Must be used with: (HKU768) Mattel Toys - Made in China (A); (HKU770) Mattel Toys - Made in China (B). Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Supplementary Materials: Teaching Note, (HKU769), 8p, by Graham Jackson, Yu Xiubao BH226 Title: Maximizing Customer Value Via Mass Customized e-Consumer Services Author(s): Grenci, Richard T.; Watts, Charles A. Publication Date: 03/15/2007 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: While the Internet provides an ideal marketplace for customized services, its strategic potential has yet to be fully realized. In particular, multi-seller (or "cross retail") partnerships are the key to a largely unexploited Internet strategy for mass customizing bundles of
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goods or services as value-added solutions to individual customer needs. Uses examples of mass customization successes to advance cross retailing as a comprehensive strategy that frames current Web initiatives specifically in terms of customer value. Exploiting the strategy will necessitate an understanding of the enablers and dimensions of mass customized "econsumer services" (i.e., e-tail services, as well as service-related consumer products, that are defined and sold via the Internet). The overall success of the broader Internet marketplace will be determined not just by industry-wide cooperation, but also by the development of rich standards that allow for the highly customized bundling of products. More importantly, service providers will be differentiated by their ability to employ powerful Web interfaces within a strategy that comprehensively supports and extends a customercontrolled customization process. Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2007 513083 Title: Maxwell House Division (A) Author(s): Sultan, Ralph G.M. Publication Date: 09/22/1967 Product Type: Case (Field) Abstract: Involves product research. With the aid of a linguistics consultant, General Foods develops a new coffee product. Geographic Setting: White Plains, NY Industry Setting: Coffee; Food industry Gross Revenues: more than $1 billion sales Event Year Start: 1965 Event Year End: 1965 Subjects: Beverages; Consulting; Market research; Product introduction; Product lines; Sales promotions Length: 34p KEL112 Title: Maybelline Inc.: About Face Author(s): Hennessy, Julie; Carter, Jill; Tybout, Alice M. Publication Date: 01/01/2004 Product Type: Case (Field) Abstract: Maybelline is the world's leading mass cosmetic company. It enjoys tremendous success and a commanding market share, particularly in the eye makeup category. But Maybelline also acknowledges a weakness in the strategic face segment, most notably in the profitable foundations product lines. Approaches the challenge of successfully growing this important category by looking at every aspect necessary to make this
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move, including: consumer marketing strategy, consumer behavior and purchasing patterns, demographic analysis, segmentation and targeting, product management, distribution channels, pricing, advertising, and understanding the competitive environment. Geographic Setting: United States Industry Setting: Cosmetic Gross Revenues: $1 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 28p Year New: 2005 508025 Title: McDonald's Author(s): Quelch, John A.; Herman, Kerry Publication Date: 08/10/2007 Revision Date: 04/03/2008 Product Type: Case (Field) Abstract: An abstract is not available for this product. Geographic Setting: Global Industry Setting: Fast food industry; Restaurant industry Number of Employees: 465,000 Gross Revenues: $21,586.4 million revenues Event Year Start: 2004 Event Year End: 2007 Subjects: NO SUBJECTS(KEYWORDS) Length: 11p Supplementary Materials: Teaching Note, (508040), 12p, by John A. Quelch Year New: 2007 M272A Title: McDonald's Corp.: Environmentalism (A) Author(s): Lubetkin, Julie; Lattin, James Publication Date: 01/01/1991 Revision Date: 02/01/1993 Product Type: Case (Library) Publisher: Stanford University Abstract: In 1976, McDonald's began a move to abandon paper packaging in favor of polystyrene plastic, based on environmental impact reports that plastic used less energy, represented less landfill volume, and was recyclable. By 1990, public perceptions have shifted, and McDonald's, facing pressure from consumers and franchisees, needs to determine the appropriate response to its packaging problem. One possibility under consideration is to enter into a joint task force with the Environmental Defense Fund to develop new policies and actions related to solid waste disposal. The case provides an opportunity for students to contemplate the roles and responsibilities of marketing when facing environmental issues. Geographic Setting: United States Industry Setting: Fast food industry Gross Revenues: $17 billion revenues Subjects: Environmental protection; Fast food industry; Marketing implementation; Packaging; Product planning & policy; Recycling Length: 14p Supplementary Materials: Supplement (Library), (M272B), 6p, by Julie Lubetkin, James Lattin M272B Title: McDonald's Corp.: Environmentalism (B) Author(s): Lubetkin, Julie; Lattin, James Publication Date: 01/01/1991 Revision Date: 02/01/1993 Product Type: Supplement (Library) Publisher: Stanford University Abstract: Supplements the (A) case. Must be used with: (M272A) McDonald's Corp.: Environmentalism (A). Industry Setting: Fast food industry Subjects: Environmental protection; Fast food industry; Marketing implementation; Packaging; Product planning & policy; Recycling Length: 6p 503020 Title: McDonald's Russia: Managing a Crisis Author(s): Moon, Youngme; Herman, Kerry Publication Date: 10/21/2002 Revision Date: 01/08/2003 Product Type: Case (Field) Abstract: In August 1998, George Cohon, founder and senior chairman of McDonald's Russia, is facing an economic state of emergency. Russia is in the midst of a severe currency crisis-the ruble has plummeted in value, creating massive inflation and widespread economic disarray. Traffic in the 26 restaurants has plummeted, and Cohon is struggling to figure out how to entice consumers back to McDonald's. Cohon is debating two issues: whether to raise prices and whether to add lowpriced items, such as cabbage soup, to the menu. Geographic Setting: Russia Industry Setting: Fast food industry Subjects: Advertising; Brands; Consumer marketing; Customer retention; Fast food industry; International marketing; Marketing strategy; Pricing; Russia Length: 23p NEW 391108 Title: McDonald's and the Environment (A) Author(s): Livesey, Sharon M.
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Publication Date: 11/29/1990 Revision Date: 06/30/1993 Product Type: Case (Pub Mat) Abstract: McDonald's decides to withdraw its polystyrene plastic packaging for sandwiches and hamburgers after years of defending itself against environmental critics. The decision occurs in the midst of a sixmonth Joint Task Force study, with the nonprofit Environmental Defense Fund (EDF), of McDonald's wastemanagement practices. The company has to decide how to position its aboutface announcement and its relationship with EDF. Geographic Setting: Oakbrook, IL Industry Setting: Fast food industry Company Size: large Number of Employees: 500,000 Subjects: Environmental protection; Management communication; Nonprofit organizations; Packaging; Plastics; Public relations; Social enterprise Length: 33p Supplementary Materials: Supplement (Library), (393162), 3p, by Sharon M. Livesey; Teaching Note, (393161), 18p, by Sharon M. Livesey 393162 Title: McDonald's and the Environment (B) Author(s): Livesey, Sharon M. Publication Date: 06/29/1993 Revision Date: 10/08/1993 Product Type: Supplement (Library) Abstract: McDonald's announces its decision to change from polystyrene "clamshells" for its sandwich packaging to a new paper wrap. Must be used with: (391108) McDonald's and the Environment (A). Industry Setting: Plastics industry Subjects: Environmental protection; Management communication; Nonprofit organizations; Packaging; Plastics; Public relations; Social enterprise Length: 3p Supplementary Materials: Teaching Note, (393161), 18p, by Sharon M. Livesey 902A21 Title: McDonald's and the Hotel Industry Author(s): Vandenbosch, Mark; Mark, Ken Publication Date: 12/13/2002 Product Type: Case (Library) Publisher: Richard Ivey School of Business/UWO Abstract: McDonald's, one of the world's strongest and most recognizable brands, intends to extend its "world's best quick service restaurant experience" brand into the hotel industry by launching a hotel in Illinois. An industry observer examines the hotel
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venture's positioning options and the McDonald's brand extension into a different product class. Geographic Setting: United States Industry Setting: Restaurant industry Company Size: large Subjects: Brand management; Brands; Fast food industry; Food; Hotels & motels; Market analysis; Product positioning Length: 12p Supplementary Materials: Teaching Note, (802A21), 8p, by Mark Vandenbosch, Ken Mark Year New: 2004 UV0315 Title: McDonald's: The Arch Deluxe Launch Author(s): Parry, Mark; Yoshinobu, Sato Publication Date: 10/25/1996 Revision Date: 04/06/2000 Product Type: Case (Field) Abstract: Students evaluate McDonald's new Arch Deluxe hamburger, targeted to adults, including the launch program and the underlying marketing strategy in light of the company's skills, resources, and brand position. Industry Setting: Fast food industry; Food services Subjects: NO SUBJECTS(KEYWORDS) Length: 14p Supplementary Materials: Teaching Note, (UV0316), 11p, by Mark Parry Year New: 2007 SMR264 Title: Measuring Brand Health to Improve Top-Line Growth Author(s): Berg, Julie Dexter; Matthews, John M.; O'Hare, Constance M Publication Date: 10/01/2007 Product Type: Case (Field) Abstract: To measure brand health (and, contrary to conventional wisdom, the authors contend, it can be measured) is to obtain a 360-degree view of a brand in its marketplace--a wide-angle view of consumers and competitors. What is required, they say, is isolating underlying elements that matter, measuring them, and linking them to business performance. Based upon quantitative survey data collected in 2007 from consumers in large sectors of the U.S. economy--food and grocery, wireless services, and banking--drawn from major geographic markets nationwide, the authors offer a statistically reliable set of brand-health elements for companies to measure and use as leading indicators of sales risk and potential: brand leadership, attractiveness, distinctiveness, satisfaction, and liabilities. They then map those elements to four revenuerelated expressions of customer commitment: current customer spending, risk of sales loss, revenue momentum, and likelihood of referrals. The resulting framework allows marketers and investors to "connect the dots" between key elements of brand health and business performance and to reconcile previously separate notions: brand and operations, the short term and the long term, investment and return. In the research, the number of companies consumers named as having strong brands was surprisingly small. Fifteen companies accounted for fully 50% of the mentions and only three companies-Apple, Coca-Cola, and Microsoft-accounted for 25% of mentions. The authors conclude with a set of best practices that are implied by the brandhealth framework and also characterize companies that are perceived as having the strongest brands. Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2007 507701 Title: Measuring Marketing Performance Author(s): McGovern, Gail; Quelch, John A. Publication Date: 02/01/2007 Product Type: Case (Field) Abstract: In many organizations, marketing exists far from the executive suite and the boardroom. This tutorial instructs students how to improve the link between high level corporate strategy and the marketing function. First, students are exposed to three companies in which marketing programs are tightly aligned with corporate strategy. Second, students learn how to create a marketing dashboard that can reveal the true performance of their companies' marketing activities. The resulting dashboard can be used to inform boards of directors and senior leaders as to how well their marketing efforts are supporting customers' needs. Lastly, the tutorial takes students into the Harvard Business School Executive Education classroom, where they can experience first-hand how other executives learned to master the marketing dashboard creation process. Authorized faculty can request an exam copy of a multimedia case by calling 800-545-7685 (outside the United States and Canada, 617-783-7600). May be used with: (504016) Starbucks: Delivering Customer Service; (507031) Marketing for Senior Executives, Notes for Educators; (R0411D) Bringing Customers into the Boardroom;
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(F0503J) Outsourcing Marketing. Subjects: NO SUBJECTS(KEYWORDS) Length: 0p Supplementary Materials: Teaching Note, (507056), 9p, by Gail McGovern, John A. Quelch E163A Title: Med-Mart: Transitioning the Business Model (A) Author(s): Lattin, James; Leslie, Mark; Yurday, Erin Publication Date: 07/14/2003 Product Type: Case (Field) Publisher: Stanford University Abstract: Peter Kelly became CEO of Med-Mart, a home health supply company, shortly after his search fund acquired it in 1993. Unfortunately, at the time of purchase, Med-Mart's sales growth, inventories, and receivables had been grossly overstated, leading to a precarious financial situation once these errors were discovered after the acquisition was completed. During the summer of 1995, Kelly hired Tim Martin as Med-Mart's vice-president of sales to boost sales and help rescue Med-Mart from financial peril. However, Martin's proposal to increase sales involved refocusing Med-Mart from thousands of products down to just a few high-margin products, eliminating over 80% of current revenues. Kelly was wary of implementing such a drastic plan and knew that success was wholly dependent on the ability of the sales force to increase sales of the few remaining products dramatically. Kelly thought they could reorient the sales force to implement Med-Mart's proposed change in strategy effectively by changing the commission scheme. Kelly's next step was to design this new commission plan, considering the dollar value and timing of commission payments, as well as any thresholds, caps, or ramping of commissions. He wondered how the sales force would react to a compensation revamp and handle selling only one primary product. Geographic Setting: United States Industry Setting: Medical supplies Number of Employees: 200 Gross Revenues: $18 million revenues Subjects: Entrepreneurship; Health services; Marketing strategy; Sales compensation; Sales management; Strategy implementation Length: 19p Supplementary Materials: Supplement (Field), (E163B), 2p, by James Lattin, Mark Leslie, Erin Yurday; Supplement (Field), (E163C), 1p, by James Lattin, Mark Leslie, Erin Yurday NEW
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E163B Title: Med-Mart: Transitioning the Business Model (B) Author(s): Lattin, James; Leslie, Mark; Yurday, Erin Publication Date: 07/14/2003 Product Type: Supplement (Field) Publisher: Stanford University Abstract: Supplements the (A) case. Must be used with: (E163A) Med-Mart: Transitioning the Business Model (A). Industry Setting: Health services Subjects: Entrepreneurship; Health services; Marketing strategy; Sales compensation; Sales management; Strategy implementation Length: 2p NEW E163C Title: Med-Mart: Transitioning the Business Model (C) Author(s): Lattin, James; Leslie, Mark; Yurday, Erin Publication Date: 07/14/2003 Product Type: Supplement (Field) Publisher: Stanford University Abstract: Supplements the (A) case. Must be used with: (E163A) Med-Mart: Transitioning the Business Model (A). Industry Setting: Health services Subjects: Entrepreneurship; Health services; Marketing strategy; Sales compensation; Sales management; Strategy implementation Length: 1p NEW KEL012 Title: MedImmune: FluMist Introduction Author(s): Calkins, Timothy; Changrani, Rajnish Publication Date: 01/01/2004 Revision Date: 08/13/2004 Product Type: Case (Pub Mat) Abstract: Examines the launch of FluMist, the first significant innovation in influenza vaccines in over 50 years. The head of sales and marketing for MedImmune is working through the launch plan for FluMist. In particular, he is struggling with the question of how best to position FluMist. To determine the correct positioning, he has to consider business objectives, competitive set, differentiation, and pricing. Geographic Setting: United States Industry Setting: Pharmaceutical industry Gross Revenues: $900 million revenues (2002) Event Year Start: 2003 Event Year End: 2003 Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Supplementary Materials: Teaching Note, (KEL013), 5p, by Timothy Calkins, Rajnish Changrani Year New: 2005 2066 Title: MedNet.com Confronts 'ClickThrough' Competition Author(s): Young, Allegra Publication Date: 04/20/2007 Product Type: Case Abstract: In January 2007, "MedNet.com" is a leading website that provides science-based health information free of charge to online visitors. MedNet communicates with traditional web journalism, interactive software, and social media tools such as blogs, video reports and virtual reality tours. The site operates conservatively within the government-regulated health information market. MedNet's business model relies on advertising sales, primarily to pharmaceutical companies. MedNet competes for advertising dollars with large search engines, category specific sites, and clinical trial sites. In 2007, large search engines charge for "results," or "click throughs." Other sites, such as online newspapers, charge for impressions. Advertising campaigns depend on numerous variables (an efficient audience size, audience frame of mind, willingness to complete a transaction, etc.) In the face of fierce advertising competition, MedNet is forced to defend key elements of its business model vis-a-vis a large search engine. However, in defending the advertising value MedNet delivers, MedNet executives may be building the case for why niche sites may be a better investment for the advertiser's budget. Industry Setting: Advertising industry; E-commerce; Health care industry; Pharmaceutical industry Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Supplementary Materials: Teaching Note, (2067), 12p, by Allegra Young, Michael L. Barretti Year New: 2007 208S23 Title: MedNet.com Confronts 'ClickThrough' Competition, Spanish Version Author(s): Young, Allegra Publication Date: 04/20/2007 Product Type: LACC Case Abstract: In January 2007, "MedNet.com" is a leading website that provides science-based health information free of charge to online visitors. MedNet communicates with traditional web journalism, interactive software, and social media tools such as blogs, video reports and virtual reality tours. The site operates conservatively
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within the government-regulated health information market. MedNet's business model relies on advertising sales, primarily to pharmaceutical companies. MedNet competes for advertising dollars with large search engines, category specific sites, and clinical trial sites. In 2007, large search engines charge for "results," or "click throughs." Other sites, such as online newspapers, charge for impressions. Advertising campaigns depend on numerous variables (an efficient audience size, audience frame of mind, willingness to complete a transaction, etc.) In the face of fierce advertising competition, MedNet is forced to defend key elements of its business model vis-a-vis a large search engine. However, in defending the advertising value MedNet delivers, MedNet executives may be building the case for why niche sites may be a better investment for the advertiser's budget. Industry Setting: Advertising industry; E-commerce; Health care industry; Pharmaceutical industry Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2007 599020 Title: MedSim Author(s): Arnold, David J.; Brachfeld, Dov Publication Date: 11/02/1998 Revision Date: 06/01/1999 Product Type: Case (Field) Abstract: An Israeli high-tech start-up has developed an innovative simulator which makes possible non-patient training in medical ultrasound. The marketing function moves to the United States, the largest market, while other functions remain in Israel. The case describes a number of options for further growth. Geographic Setting: Global Industry Setting: Health care industry Number of Employees: 25 Gross Revenues: $2 million revenues Subjects: Entrepreneurial management; International marketing; Marketing strategy Length: 22p IMD044 Title: Medi-Cult: Pricing a Radical Innovation Author(s): Rogers, Brian; Kumar, Nirmalya Publication Date: 01/01/1999 Revision Date: 01/06/2003 Product Type: Case (Field) Publisher: IMD - International Institute for Management Development Abstract: Highlights the issues involved in the launch of an infertility product and
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procedure that allows women to become pregnant without having to undergo unpleasant hormone stimulation or experience dangerous side effects. In bringing its product to market, Medi-Cult, a small biotechnology company, must deal with regulatory constraints, larger competitors, and the challenges of introducing a new product into the local and global marketplace. Questions raised are: Should the product be priced according to its perceived value? Should Medi-Cult pursue a penetration or market skimming strategy in pricing the new product? How will the contribution margin be affected if a global, regional, or multinational pricing strategy is chosen? What are the ethical issues in pricing pharmaceuticals? Industry Setting: Biotechnology industry; Pharmaceutical industry Subjects: Biotechnology; Competition; Ethics; International marketing; New product marketing; Pharmaceuticals; Product introduction; Regulation Length: 13p Supplementary Materials: Teaching Note, (IMD045), 14p, by Nirmalya Kumar NEW 582121 Title: Media Allocation Exercise Author(s): Quelch, John A. Publication Date: 06/04/1982 Revision Date: 05/15/1990 Product Type: Exercise Abstract: Data on the breakdown of advertising expenditures by media are provided for 10 corporations. Students must match the names of the 10 corporations against each media allocation profile. Industry Setting: Advertising industry Subjects: Advertising; Advertising media; Consumer marketing Length: 2p Supplementary Materials: Teaching Note, (583063), 10p, by John A. Quelch 7859BC Title: Media: Watchdog or Lapdog?-Marketing, Politics, and the Media Author(s): Quelch, John A.; Jocz, Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: Is the modern media industry living up to its role as a bulwark of democracy and guardian of the public interest? Private-sector media does democratize access to news and information via a proliferation of outlets and products. However, consumer demand for hard news is declining and many display rising dissatisfaction with the media's political coverage. Ultimately, the fate of media depends both on its status as a public good and on market forces. Industry Setting: Media; Telecommunications industry Subjects: NO SUBJECTS(KEYWORDS) Length: 27p List Price: $6.95 502006 Title: The Medicines Co. Author(s): Gourville, John T. Publication Date: 07/03/2001 Revision Date: 08/09/2005 Product Type: Case (Field) Abstract: It is early 2001 and the Medicines Co. just received FDA approval to market Angiomax, a blood thinner to be used during angioplasties and heart procedures. It is intended to be a better alternative to Heparin, an 80year-old drug that costs less then $10 per dose. The company believes it can sell Angiomax for a much higher price than Heparin--but how much more? Angiomax also represents the first of several drugs being developed under a rather unique business model. The company is in the business of "rescuing" drugs that other companies have given up on--i.e., they purchase or license the rights to drugs that other companies have halted development on, with the intent of completing the development process and bringing the drug to market. With the success of Angiomax, the company feels that this business model has been validated. Geographic Setting: Cambridge, MA Industry Setting: Biotechnology industry Number of Employees: 150 Subjects: Biotechnology; Innovation; Marketing strategy; Pharmaceuticals; Pharmaceuticals industry; Pricing; Technology Length: 18p Supplementary Materials: Teaching Note, (502076), 20p, by John T. Gourville IMD048 Title: Mediquip S.A. Author(s): Kashani, Kamran Publication Date: 01/01/1998 Revision Date: 02/25/2003 Product Type: Case (Field) Publisher: IMD - International Institute for Management Development Abstract: Describes the selling activities of a sales engineer with respect to a key account. The loss of the order for a CT scanner provides the background for analyzing the dynamics of the buying situation and the salesman's handling of it. The issues raised are: Who are the cast of characters influencing the buying decision? What seems to motivate them? What sales strategy would be
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appropriate? This is a revised version of an earlier case. Geographic Setting: Germany Industry Setting: Diagnostic device Subjects: Germany; Medical supplies; Sales strategy; Sourcing Length: 9p Supplementary Materials: Teaching Note, (IMD049), 13p, by Christopher Lovelock NEW 5770 Title: Meeting of the Minds: Creating the Market-Based Enterprise (Hardcover) Author(s): Barabba, Vincent P. Publication Date: 09/26/1995 Product Type: HBS Press Book Abstract: Despite much talk of being "market oriented," few companies have harnessed the full range of their capabilities to serve the customer. In fact, the traditional organization of corporate activities into separate functions with marketing controlling primary access to the customer has widened the gulf of knowledge and understanding between the enterprise and its markets, and within the firm itself. This book provides a practical blueprint for creating dynamic, market-based decision-making mechanisms that lead to competitive advantage. Drawing on his thirty years of executive experience at Eastman Kodak, Xerox, General Motors, and in the public sector, Vincent P. Barabba demonstrates that when companies use systems thinking to view customers and the market as an extension of the firm, they achieve a meeting of the minds--creating value for customer, community, and enterprise. Barabba rejects the path of organizational restructuring and instead presents a unique framework for creating unity of knowledge and purpose across functions and for linking them with the markets they serve. Subjects: Decision making; Market analysis; Market research; Marketing management; Marketing organization; Marketing strategy; Product development; Systems design Length: 272p List Price: $27.95 86205 Title: Megamarketing Author(s): Kotler, Philip Publication Date: 03/01/1986 Product Type: Harvard Business Review Article Abstract: Because of the growing number of domestic and international markets blocked by high entry barriers, companies need to master the art of favorably influencing parties other than
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target consumers. In addition to the four Ps of marketing strategy - product, price, place, and promotion - executives must add power and public relations. Megamarketing is the strategically coordinated application of economic, psychological, political, and public relations skills to gain the cooperation of a number of parties in order to enter and/or operate in a given market. Subjects: International marketing; Marketing implementation; Marketing strategy; Power & influence; Public relations Length: 8p 904A29 Title: Megawheels Inc. Author(s): Hardy, Kenneth G.; Robertson, Darroch A.; Chandrasekhar, Ramasastry Publication Date: 01/05/2005 Revision Date: 01/11/2005 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The new CEO of a struggling dot-com is faced with high costs and slow revenue generation--it has spent $20 million Canadian dollars, and profitability was not yet in sight. Fortunately, his venture capital company was still willing to advance funds and he believed that he could secure some "elephant" deals to save the enterprise. Another option was to chase smaller deals for immediate cash. In what priority should he attack his strategic issues and, in particular, what size and type of selling opportunities should he pursue? Geographic Setting: Europe; North America Industry Setting: Internet & online services industries Subjects: Information technology; Internet; Marketing strategy; Sales strategy Length: 24p Supplementary Materials: Teaching Note, (804A29), 5p, by Kenneth G. Hardy, Darroch A. Robertson, Ramasastry Chandrasekhar Year New: 2005 504008 Title: Meloche Monnex Author(s): Wathieu, Luc; Morris, Kevin Publication Date: 07/07/2003 Revision Date: 08/14/2003 Product Type: Case (Field) Abstract: Meloche Monnex is outperforming industry growth and profitability, thanks to its focus on affinity groups (mostly university alumni) and innovative telemarketing techniques. Should e-mail marketing play a greater role in the customer acquisition process, as suggested by a recent field experiment? Should prospects receive incentives such as entry in a lottery for a luxury car? Should advertising emphasize the company's actual price competitiveness more? In the process of helping Senior Vice-President of Marketing Pierre Melancon make these three (apparently) tactical decisions, students quickly discover the force and intricacies of a powerful niche strategy, while familiarizing themselves with a fascinating industry context and a range of innovative marketing techniques, which are richly illustrated. May be used with: (R0109K) Boost Your Marketing ROI with Experimental Design. Geographic Setting: Quebec Industry Setting: Insurance industry Number of Employees: 1,450 Gross Revenues: $635 million Canadian dollars reven Subjects: Direct marketing; Innovation; Marketing strategy Length: 16p Supplementary Materials: Teaching Note, (506068), 8p, by Luc Wathieu NEW 500078 Title: Merck-Medco (B) Author(s): Rangan, V. Kasturi Publication Date: 02/04/2000 Product Type: Case (Field) Abstract: Updates the position of the other pharmacy benefit managers in this market and brings to focus the Internet opportunities for Merck-Medco. Teaching Purpose: To illustrate the channels evolution and transformation in the pharmaceutical industry. May be used with: (598091) Merck-Medco: Vertical Integration in the Pharmaceutical Industry. Geographic Setting: United States Industry Setting: Pharmaceutical industry Company Size: Fortune 500 Gross Revenues: $15 billion revenues Subjects: Acquisitions; Distribution channels; Distribution planning; Marketing strategy; Pharmaceuticals; Vertical integration Length: 8p 9-507-P04 Title: Merck-Medco: Vertical Integration in the Pharmaceutical Industry, Portuguese Version Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 02/13/1998 Revision Date: 05/29/1998 Product Type: LACC Case Abstract: Records the analyses and actions taken by Merck Pharmaceuticals in its acquisition of Medco, a channel intermediary (called "pharmacy benefit
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manager"). While many of its competitors seem to be faring poorly, Merck seems to have managed the Medco integration superbly. Geographic Setting: United States Industry Setting: Pharmaceutical industry Gross Revenues: $20 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 36p Year New: 2006 598091 Title: Merck-Medco: Vertical Integration in the Pharmaceutical Industry Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 02/13/1998 Revision Date: 05/29/1998 Product Type: Case (Field) Abstract: Records the analyses and actions taken by Merck Pharmaceuticals in its acquisition of Medco, a channel intermediary (called "pharmacy benefit manager"). While many of its competitors seem to be faring poorly, Merck seems to have managed the Medco integration superbly. May be used with: (500078) Merck-Medco (B). Geographic Setting: United States Industry Setting: Pharmaceutical industry Company Size: Fortune 500 Gross Revenues: $20 billion revenues Subjects: Acquisitions; Distribution channels; Distribution planning; Marketing strategy; Pharmaceuticals; Vertical integration Length: 31p Supplementary Materials: Teaching Note, (598147), 7p, by V. Kasturi Rangan, Marie Bell M241 Title: Meredith Corp.: Running Out of Gas Author(s): Davis, Robert T. Publication Date: 01/01/1986 Product Type: Case (Library) Publisher: Stanford University Abstract: Illustrates the need for a more creative marketing strategy for an existing company. Meredith makes and sells a line of measuring instruments and systems for the geophysical trade. While taking pride in the quality of the firm's technical and service skills, the president/owner thinks the marketing strategy needs a major overhaul. Approaches followed by a broad range of companies and some military examples are studied to see if they spark any new ideas. Subjects: Instruments; Marketing strategy; Sales strategy
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Length: 14p CMR344 Title: Merging Brands After Mergers Author(s): Basu, Kunal Publication Date: 08/01/2006 Product Type: CMR Article Publisher: California Management Review Abstract: Explores the challenge of merging brands successfully following corporate mergers. It develops a framework for corporate and product branding strategies, as well as for creating the appropriate brand identity among the merged firm's target consumers. A critical key to successful brand mergers is to align the architecture of the merged brand portfolio to brand strategy and identity. Subjects: NO SUBJECTS(KEYWORDS) Length: 14p Year New: 2006 583031 Title: Merrill Lynch, Pierce, Fenner and Smith: Marketing Audit (A) Author(s): Bonoma, Thomas V.; Carlson, Karen A. Publication Date: 08/23/1982 Revision Date: 09/08/1986 Product Type: Case (Field) Abstract: Mr. Daniel Tully, executive vice president of marketing, and Mr. John Fitzgerald, vice president of marketing services for MLPF&S, feel that the company should become more marketing oriented as opposed to sales driven in light of the present and probable future developments in the financial industry. They recommend a marketing audit and consider how it should be done--What are the specifics involved? Should the evaluation be done by an outside consulting firm? What are the costs and political ramifications involved? Geographic Setting: New York, NY Industry Setting: Financial services Gross Revenues: $1.3 billion revenues Subjects: Auditing; Corporate strategy; Financial services; Market segmentation; Marketing implementation Length: 24p Supplementary Materials: Teaching Note, (583147), 24p, by Thomas V. Bonoma, Karen A. Carlson 583032 Title: Merrill Lynch, Pierce, Fenner and Smith: Marketing Audit (B) Author(s): Bonoma, Thomas V.; Carlson, Karen A. Publication Date: 08/23/1982 Product Type: Case (Field) Abstract: Mr. Tully, executive vice president of marketing, decides to approve a continuation of the marketing evaluation being conducted by an outside firm. He also receives a copy of a memo written by the director of the institutional sales division, requesting a significant reorganization. As the reorganization would have an impact on the marketing orientation of the company, as well as company morale, Mr. Tully wonders whether to recommend immediate implementation of the proposal, or to wait until additional information is gathered by the consulting firm. Must be taught with Merrill Lynch, Pierce, Fenner, and Smith (A). Geographic Setting: New York, NY Industry Setting: Financial services Gross Revenues: $1.3 billion revenues Subjects: Auditing; Financial services; Market segmentation; Marketing implementation; Marketing organization; Organizational problems Length: 5p Supplementary Materials: Teaching Note, (583147), 24p, by Thomas V. Bonoma, Karen A. Carlson 500090 Title: Merrill Lynch: Integrated Choice Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 02/29/2000 Revision Date: 03/14/2001 Product Type: Case (Field) Abstract: Merrill Lynch, a full-service brokerage firm with $1.5 trillion in client assets, is under attack from both discount and electronic brokerage firms. It responds with Integrated Choice, a suite of products designed to capture clients from the do-it-yourself investor who doesn't want to use a broker to clients who want to rely completely on a broker. The strategy is high risk and requires a sea change from the company. Geographic Setting: United States Industry Setting: Financial services Number of Employees: 67,200 Gross Revenues: $22 billion revenues Subjects: Distribution channels; Electronic commerce; Financial services; Marketing strategy; Stock brokers Length: 20p Supplementary Materials: Teaching Note, (500097), 11p, by V. Kasturi Rangan, Marie Bell; Case Video, (301801), 6 min, by F. Warren McFarlan, Melissa Dailey; Supplement (Library), (301082), 2p, by F. Warren McFarlan, Christina L. Ruth; Case Video, (502802), 11 min, by V. Kasturi Rangan; Case Video, DVD, (502800), 11 min, by V. Kasturi Rangan 502S33 Title: Merrill Lynch: Integrated Choice, Spanish Version
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Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 08/09/2002 Product Type: LACC Case Abstract: Abstract to follow. Geographic Setting: United States Industry Setting: Financial services Number of Employees: 67,200 Gross Revenues: $22 billion revenues Subjects: Distribution channels; Electronic commerce; Financial services; Marketing strategy; Stock brokers Length: 26p 301081 Title: Merrill Lynch: Integrated Choice (Abridged) Author(s): McFarlan, F. Warren; Weber, James B. Publication Date: 02/23/2001 Revision Date: 04/25/2001 Product Type: Case (Field) Abstract: Merrill Lynch, a full-service brokerage firm with $1.5 trillion in client assets, is under attack from both discount and electronic brokerage firms. It responds with Integrated Choice, a suite of products designed to capture clients, from the do-it-yourself investor who doesn't want to use a broker to clients who want to rely completely on a broker. The strategy is high risk and requires a sea change in the company. A rewritten version of an earlier case. Geographic Setting: New York, NY Industry Setting: Financial services Number of Employees: 70,000 Subjects: Distribution channels; Electronic commerce; Financial services; Marketing strategy; Stock brokers Length: 18p Supplementary Materials: Teaching Note, (302040), 10p, by F. Warren McFarlan 304S26 Title: Merrill Lynch: Integrated Choice (Abridged), Spanish Version Author(s): McFarlan, F. Warren; Weber, James B. Publication Date: 02/23/2001 Revision Date: 04/25/2001 Product Type: LACC Case Abstract: Merrill Lynch, a full-service brokerage firm with $1.5 trillion in client assets, is under attack from both discount and electronic brokerage firms. It responds with Integrated Choice, a suite of products designed to capture clients, from the do-it-yourself investor who doesn't want to use a broker to clients who want to rely completely on a broker. The strategy is high risk and requires a sea change in the company. A rewritten version of an earlier case. Geographic Setting: New York, NY Industry Setting: Financial services Number of Employees: 70,000
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Subjects: Distribution channels; Electronic commerce; Financial services; Marketing strategy; Stock brokers Length: 20p 301082 Title: Merrill Lynch: Integrated Choice, Supplement Author(s): McFarlan, F. Warren; Ruth, Christina L. Publication Date: 04/26/2001 Product Type: Supplement (Library) Abstract: Supplements the case. Designed as an in-class handout. Must be used with: (500090) Merrill Lynch: Integrated Choice. Subjects: Distribution channels; Electronic commerce; Financial services; Marketing strategy; Stock brokers Length: 2p 502800 Title: Merrill Lynch: Integrated Choice, Video (DVD) Author(s): Rangan, V. Kasturi Publication Date: 04/01/2002 Product Type: Case Video, DVD Abstract: Presents four key Merrill Lynch field managers reflecting on the issues in the case. Must be used with: (500090) Merrill Lynch: Integrated Choice. Subjects: NO SUBJECTS(KEYWORDS) Length: 11 min Year New: 2005 502802 Title: Merrill Lynch: Integrated Choice, Video Author(s): Rangan, V. Kasturi Publication Date: 04/01/2002 Product Type: Case Video Abstract: Presents four key Merrill Lynch field managers reflecting on the issues in the case. Must be used with: (500090) Merrill Lynch: Integrated Choice. Subjects: Distribution channels; Electronic commerce; Financial services; Marketing strategy; Stock brokers Length: 11 min List Price: $150.00 301801 Title: Merrill Lynch: John L. (Launny) Steffens, Video Author(s): McFarlan, F. Warren; Dailey, Melissa Publication Date: 07/01/2000 Product Type: Case Video Abstract: John L. (Launny) Steffens answers questions from students at an HBS executive education class, April 27, 2000. To be used at the end of class in which the case is taught. Must be used with: (500090) Merrill Lynch: Integrated Choice. Subjects: Distribution channels; Electronic commerce; Financial services; Marketing strategy; Stock brokers Length: 6 min List Price: $150.00 BP197 Title: Metal Office Products Author(s): Wheelwright, Steven C. Publication Date: 01/01/1980 Product Type: Case (Field) Publisher: Stanford University Abstract: Illustrates decision making for needed policy changes. Metal Office Products (MOP) management is presented with two new items to add to their product line of metal desks and office furniture. However, these products require additional production variety at the company's major plant and an addition to an already expanded line of 300 products. Questions the possibility of product consolidation and production improvements to reduce costs and additional facility planning in light of increasing material and labor costs. Geographic Setting: United States Industry Setting: Office furniture & equipment Number of Employees: 2,000 Gross Revenues: $200 million revenues Subjects: Office equipment; Product introduction; Product lines Length: 18p UV0405 Title: Methods for Producing Perceptual Maps from Data Author(s): Wilcox, Ronald T. Publication Date: 01/27/2003 Product Type: Case (Field) Abstract: This note is designed for use in an MBA-level marketing research course. The note provides students with an overview of how to construct perceptual maps from data. It concentrates on the attribute-rating method and overall-similarity method for constructing the maps. It also describes preference regressions and basic multidimensional-scaling procedures and includes examples from the automotive and movie industries. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2007 503S33 Title: MicroFridge: The Concept, Spanish Version Author(s): Deighton, John Publication Date: 08/25/1998 Revision Date: 08/07/2002 Product Type: LACC Case Abstract: Robert Bennett, who has a
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Master's degree in engineering, wants to exploit his idea to combine a refrigerator, freezer, and 500-watt microwave into an 87-pound, 4-foot-high appliance to sell to college students. Bennett must decide which markets to serve, which competitors he must contend with, with whom to collaborate, and what core capabilities to build. Teaching Purpose: To introduce students to the range of decisions needed to construct a marketing strategy. Geographic Setting: Boston, MA Industry Setting: Appliance industry Company Size: start-up Number of Employees: 2 Subjects: Appliances; Entrepreneurship; Market analysis; Marketing implementation; Marketing strategy; New product marketing Length: 3p Supplementary Materials: LACC Supplement, (503S70), 2p, by John Deighton 599049 Title: MicroFridge: The Concept Author(s): Deighton, John Publication Date: 08/25/1998 Revision Date: 08/07/2002 Product Type: Case (Field) Abstract: Robert Bennett, who has a Master's degree in engineering, wants to exploit his idea to combine a refrigerator, freezer, and 500-watt microwave into an 87-pound, 4-foot-high appliance to sell to college students. Bennett must decide which markets to serve, which competitors he must contend with, with whom to collaborate, and what core capabilities to build. Geographic Setting: Boston, MA Industry Setting: Appliance industry Company Size: start-up Number of Employees: 2 Subjects: Appliances; Entrepreneurship; Market analysis; Marketing implementation; Marketing strategy; New product marketing Length: 2p Supplementary Materials: Supplement (Field), (503017), 2p, by John Deighton; Teaching Note, (503030), 6p, by John Deighton 503017 Title: MicroFridge: The Execution Author(s): Deighton, John Publication Date: 08/13/2002 Product Type: Supplement (Field) Abstract: Supplements the case. Must be used with: (599049) MicroFridge: The Concept. Subjects: Appliances; Entrepreneurship; Market analysis; Marketing implementation; Marketing strategy; New product marketing Length: 2p
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Supplementary Materials: Teaching Note, (503030), 6p, by John Deighton 503S70 Title: MicroFridge: The Execution, Spanish Version Author(s): Deighton, John Publication Date: 08/13/2002 Product Type: LACC Supplement Abstract: Supplements the case. Must be used with: (503S33) MicroFridge: The Concept, Spanish Version. Subjects: Appliances; Entrepreneurship; Market analysis; Marketing implementation; Marketing strategy; New product marketing Length: 2p NEW SMR197 Title: The Microeconomics of Customer Relationships Author(s): Reichheld, Fred Publication Date: 01/01/2006 Product Type: SMR Article Abstract: Despite considerable research on customer retention and word-of-mouth referrals, it has always been difficult quantifying their contributions to the bottom line. Using a metric known as "net promoter score" (NPS), the author believes firms can measure the dollar value of customers based on satisfaction levels. A survey of thousands of customers in six industries reveals that customers tend to cluster into one of three categories: promoters, passives, and detractors. Promoters represent more than 80% of the positive referrals a company receives, whereas detractors represent more than 80% of the negative word-of-mouth. NPS is determined by subtracting the percentage of detractors from the percentage of promoters. Using this data, a firm can quantify the value of a customer by tracking five categories: retention rate, profit margins, spending, cost efficiencies, and word-of-mouth. The firm can then use NPS to make strategic decisions by targeting its efforts to leverage the most value for its customer service dollar. Subjects: NO SUBJECTS(KEYWORDS) Length: 8p Year New: 2006 903A23 Title: Microsoft Canada: Marketing Xbox Author(s): Pearce, Michael R.; Mark, Tanya Publication Date: 11/07/2003 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The group product manager for Xbox Canada was working on his marketing plan for the product's second year in the Canadian market. Xbox is a video game console and trailed Sony's PlayStation 2 in the marketplace. The group product manager must present his plan at the Microsoft Global Briefing. With such a turbulent and fickle gaming market, he wondered what he might do as an encore to the Xbox launch program. Geographic Setting: Canada Industry Setting: Service industries Company Size: large Event Year Start: 2003 Event Year End: 2003 Subjects: Canada; Consumer behavior; Consumer marketing; Entertainment industry; Marketing planning; Marketing strategy Length: 31p Supplementary Materials: Teaching Note, (803A23), 11p, by Michael R. Pearce, Tanya Mark Year New: 2004 KEL097 Title: Microsoft Corp.: Branding and Positioning .NET Author(s): Sawhney, Mohanbir; Buenneke, Brian; Jackson, Lisa; Kulick, Nancy; Norton, Evan; Post, Erica; Rotem, Ran Publication Date: 01/01/2002 Product Type: Case (Field) Abstract: John Williams, senior director of marketing for Microsoft's .NET, was trying to build the .NET brand, a comprehensive family of next-generation connectivity software products. Highlights the challenges of branding and positioning a complex technology offering. The first challenge facing Microsoft was to develop a common definition of .NET, which had been in flux over the prior two years. The second challenge was to choose between an umbrella branding strategy, a subbranding strategy, and an ingredient branding strategy. The third challenge was to create a value proposition that would appeal to three very different target audiences: business decision makers, IT professionals, and developers. Geographic Setting: United States Industry Setting: IT industry Subjects: NO SUBJECTS(KEYWORDS) Length: 27p Year New: 2006 588028 Title: Microsoft Corp.: The Introduction of Microsoft Works Author(s): Kosnik, Thomas J. Publication Date: 10/19/1987 Revision Date: 01/08/1999
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Product Type: Case (Field) Abstract: Microsoft must decide how to design a new software product for global markets, identify the timing for entry into different countries, and position the product around the world. Geographic Setting: Seattle, WA Industry Setting: Software industry Company Size: mid-size Gross Revenues: $380 million revenues Subjects: International marketing; Market segmentation; New product marketing; Product positioning; Software Length: 19p Supplementary Materials: Teaching Note, (589007), 16p, by Thomas J. Kosnik; Teaching Note, (590076), 6p, by E. Raymond Corey 593114 Title: Microsoft Word for MS-DOS Systems: Changing the User Interface? Author(s): Dhebar, Anirudh Publication Date: 05/10/1993 Revision Date: 05/16/1994 Product Type: Case (Field) Abstract: Microsoft Corp. has to decide--yet again--whether or not to change the user interface for its Microsoft Word word-processing software for MS-DOS systems (personal computers running Microsoft's DOS operating system). The question came up at the time of the development of two previous versions of the software, but, on both occasions, a decision was made to focus on improved "power" features instead. In the summer of 1989, after the release of Version 5.00 of the software, the user-interface decision is being revisited in a context where ease-of-use has emerged as an important productdifferentiating feature, the population of existing and potential Word users is increasingly diverse, and Microsoft and its MS-DOS Work customers are caught between the need for user-interface consistency across Microsoft's different software products for MS-DOS systems and consistency across Microsoft Word software for different operating systems platforms (DOS, Windows, Macintosh, etc.). Geographic Setting: Redmond, WA Industry Setting: Software industry Company Size: large Gross Revenues: $590 million revenues Subjects: Product lines; Product planning & policy; Software Length: 12p Supplementary Materials: Teaching Note, (594126), 12p, by Anirudh Dhebar 504004 Title: Microsoft: Launching the Smart Watch
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Author(s): Gourville, John T.; Darwall, Christina Publication Date: 10/30/2003 Revision Date: 01/20/2005 Product Type: Case (Field) Abstract: Microsoft is on the verge of launching its Smart Watch technology, which will allow specially designed watches to receive up-to-date information on sports, business, traffic, news, etc. After several years of effort and millions of dollars spent, the questions now revolve around launch strategy and likely consumer adoption. Is this the next big thing for Microsoft or is this a waste of money and resources? Complicating the matter is the fact that although Microsoft designed and will operate the technology to deliver information to these watches, the watches themselves will be sold and marketed by several prominent watchmaking partners. Geographic Setting: United States Industry Setting: Computer industry Company Size: Fortune 500 Number of Employees: 50,000 Gross Revenues: $30 billion revenues Event Year Start: 2003 Event Year End: 2003 Subjects: California Research Center; Consumer behavior; Consumer goods; Innovation; New product marketing; Product introduction; Product positioning; Technology Length: 20p Supplementary Materials: Teaching Note, (506014), 12p, by John T. Gourville NEW 502051 Title: Microsoft: Positioning the Tablet PC Author(s): Moon, Youngme; Darwall, Christina Publication Date: 03/04/2002 Revision Date: 01/06/2003 Product Type: Color Case Abstract: Microsoft is preparing for the launch of the Tablet PC, which allows users to use a pen (stylus) to run Windows and Windows applications, annotate documents, and create handwritten documents for later reference or even conversion to text. Microsoft's original equipment manufacturing partners are developing the Tablet PC hardware, while Microsoft develops the software (the Windows XP Tablet Edition). The Microsoft Tablet PC team is grappling with two critical issues related to the final marketing plan. The first concerns the positioning of the Tablet PC. One option is to position the device as a radical breakthrough in computing technology that will dramatically change the role of computers in the workplace and home. A much more conservative option is to position the Tablet PC as merely a highend laptop with several interesting new features. The second concerns the initial target market for the device. Includes color exhibits. Geographic Setting: Redmond, WA Industry Setting: Computer industry Number of Employees: 47,000 Gross Revenues: $25 billion revenues Subjects: Computer industry; Innovation; Technology Length: 23p Supplementary Materials: Teaching Note, (504092), 12p, by Youngme Moon 579187 Title: Microwave Ovens: The Japanese Manufacturers Author(s): Buzzell, Robert D.; Wiersema, Frederik D. Publication Date: 03/01/1979 Revision Date: 01/01/1983 Product Type: Case (Library) Abstract: Describes the role and perceived business strategies of Japanese manufacturers in the U.S. consumer market for microwave ovens. Should be used in conjunction with the Note on the Microwave Oven Industry. Geographic Setting: United States; Japan Industry Setting: Microwave Company Size: large Subjects: Appliances; Competition; Consumer goods; Growth strategy; Japan; Marketing strategy; Multinational corporations Length: 7p Supplementary Materials: Teaching Note, (585125), 9p, by Robert D. Buzzell 579186 Title: Microwave Ovens: The Retail Brands Author(s): Buzzell, Robert D.; Wiersema, Frederik D. Publication Date: 03/01/1979 Revision Date: 06/09/1983 Product Type: Case (Library) Abstract: Describes the position of Sears and Ward in the consumer market for microwave ovens. To be used in conjunction with Note on the Microwave Oven Industry to evaluate the companies' competitive thrust in this growth market. Geographic Setting: United States Industry Setting: Microwave Company Size: large Subjects: Appliances; Competition; Consumer goods; Department stores; Growth strategy; Marketing strategy; Retailing Length: 7p Supplementary Materials: Teaching
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Note, (585125), 9p, by Robert D. Buzzell 502032 Title: Midway: Licensing Distributing and Building Brands in China Author(s): Arnold, David J. Publication Date: 11/09/2001 Revision Date: 02/15/2002 Product Type: Case (Field) Abstract: Midway has built its business as a Chinese licensee of Western brands, principally Disney. It is now considering whether to develop its own brands and whether its core business is distribution or brand marketing. Geographic Setting: Hong Kong; China Industry Setting: Retail industry Number of Employees: 2,000 Gross Revenues: $24 million revenues Subjects: Asia; Brands; International marketing; Licensing; Retailing Length: 25p 599065 Title: Mike Winsor: A Career in Marketing Author(s): Dolan, Robert J. Publication Date: 11/19/1998 Revision Date: 10/21/2003 Product Type: Case (Library) Abstract: An MBA student has received an offer to join Kraft Foods, a leading consumer packaged goods firm. This unit is a wholly owned subsidiary of a holding company whose other major subsidiary is a leading cigarette manufacturer. The case raises ethical issues of marketing. Geographic Setting: United States Industry Setting: Consumer products; Food processing industry Company Size: Fortune 500 Subjects: Brands; Careers & career planning; Ethics; Food; Food processing industry; Marketing management Length: 12p 502S06 Title: Milford Industries (A), Spanish Version Author(s): Shapiro, Benson P.; Dolan, Robert J. Publication Date: 08/08/2002 Product Type: LACC Case Abstract: The new district sales manager for a tool company must determine how to get his district "back on track." The case presents various qualitative and quantitative information on the salespeople. Teaching objectives include the specification of the tasks of a district sales manager and the sales analysis helpful to him in his job. A rewritten version of an earlier case series. Industry Setting: Hand tools & power tools Company Size: large
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Gross Revenues: $540 million sales Subjects: Performance appraisal; Personal selling; Sales management; Sales organization; Terminations; Tools Length: 11p 584012 Title: Milford Industries (A) Author(s): Shapiro, Benson P.; Dolan, Robert J. Publication Date: 08/17/1983 Revision Date: 05/11/2007 Product Type: Case (Gen Exp) Abstract: The new district sales manager for a tool company must determine how to get his district "back on track." The case presents various qualitative and quantitative information on the salespeople. Teaching objectives include the specification of the tasks of a district sales manager and the sales analysis helpful to him in his job. A rewritten version of an earlier case series. Industry Setting: Hand tools & power tools Company Size: large Gross Revenues: $540 million sales Subjects: Performance appraisal; Personal selling; Sales management; Sales organization; Terminations; Tools Length: 11p Supplementary Materials: Supplement (Gen Exp), (585138), 5p, by Robert J. Dolan; Supplement (Gen Exp), (584013), 5p, by Benson P. Shapiro, Robert J. Dolan; Supplement (Gen Exp), (584014), 2p, by Benson P. Shapiro, Robert J. Dolan; Teaching Note, (584147), 18p, by Robert J. Dolan 586132 Title: Milford Industries (A), Software Case Author(s): Shapiro, Benson P. Publication Date: 05/14/1986 Product Type: Software Case Abstract: The new district sales manager for a tool company must determine how to get his district "back on track." The case presents various qualitative and quantitative information on the salespeople. Teaching objectives include the specification of the tasks of a district sales manager and the sales analysis helpful to him in his job. The Lotus 1-2-3 worksheet contains data from Exhibit 1 and Exhibits 3 through 6. This version of the case by B.P. Shapiro and R.J. Dolan has been written to provide information on its use with software available on Diskette No. 9 (9086-009). Requires Lotus 1-2-3 Release 1A; Category: Exhibit Template. Industry Setting: Tool Subjects: Performance appraisal; Personal selling; Sales compensation; Sales management; Sales organization; Tools Length: 17p 585138 Title: Milford Industries (A1) Author(s): Dolan, Robert J. Publication Date: 05/22/1985 Product Type: Supplement (Gen Exp) Abstract: Presents the salesforce performance data of the Milford (A) case in a format suitable for spreadsheet analysis using a personal computer. Must be used with: (584012) Milford Industries (A). Subjects: Performance appraisal; Personal selling; Sales management; Sales organization; Terminations Length: 5p 504S30 Title: Milford Industries (B), Spanish Version Author(s): Shapiro, Benson P.; Dolan, Robert J. Publication Date: 08/17/1983 Revision Date: 06/28/1985 Product Type: LACC Supplement Abstract: Supplements the (A) case. A rewritten version of part of an earlier series. Industry Setting: Tool Subjects: Performance appraisal; Personal selling; Sales management; Sales organization; Terminations; Tools Length: 5p 584013 Title: Milford Industries (B) Author(s): Shapiro, Benson P.; Dolan, Robert J. Publication Date: 08/17/1983 Revision Date: 06/28/1985 Product Type: Supplement (Gen Exp) Abstract: Supplements the (A) case. A rewritten version of part of an earlier series. Must be used with: (584012) Milford Industries (A). Industry Setting: Tool Subjects: Performance appraisal; Personal selling; Sales management; Sales organization; Terminations; Tools Length: 5p Supplementary Materials: Teaching Note, (584147), 18p, by Robert J. Dolan 584014 Title: Milford Industries (C) Author(s): Shapiro, Benson P.; Dolan, Robert J. Publication Date: 08/17/1983 Revision Date: 06/07/1985 Product Type: Supplement (Gen Exp) Abstract: Supplements the (A) case. A rewritten version of part of an earlier series. Must be used with: (584012) Milford Industries (A). Industry Setting: Tool
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Subjects: Performance appraisal; Personal selling; Sales management; Sales organization; Terminations; Tools Length: 2p 593113 Title: Milkpak Ltd.: International Joint Venture Author(s): Quelch, John A.; Mohammed, Afroze Publication Date: 06/22/1993 Revision Date: 12/29/1994 Product Type: Case (Field) Abstract: Considers a Pakistani company's decision to conduct a joint venture with a foreign multinational. In 1987, Milkpak Ltd. had successfully developed a market for sterilized milk and wanted to produce other valueadded food products. The company was evaluating the best means for increasing its success in the Pakistani market and conducted negotiations with alternative joint venture partners. Geographic Setting: Pakistan Industry Setting: Milk Gross Revenues: $20 million revenues Subjects: Developing countries; International marketing; Joint ventures; Negotiations Length: 21p Supplementary Materials: Teaching Note, (595066), 7p, by John A. Quelch 594009 Title: Millipore Corporate Strategy Author(s): Rangan, V. Kasturi; Nohria, Nitin; Lightfoot, Robert W. Publication Date: 07/13/1993 Revision Date: 03/06/1995 Product Type: Case (Field) Abstract: Millipore, a $750 million (sales) company with three divisions, had been growing at a rate of 20% in the 1970s, but this growth rate had slowed considerably in the 1980s. CEO John Gilmartin was looking for ways to reenergize the organization and redirect its strategy to achieve a 15% growth rate for the coming decade. Geographic Setting: Global Industry Setting: Electronic instruments & controls Company Size: Fortune 500 Gross Revenues: $750 million sales Subjects: Corporate strategy; Instruments; Marketing strategy; Medical supplies; Organizational change Length: 22p Supplementary Materials: Teaching Note, (595075), 10p, by V. Kasturi Rangan 594010 Title: Millipore New Product Commercialization: A Tale of Two New Products Author(s): Rangan, V. Kasturi; Bartus,
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Kevin Publication Date: 07/13/1993 Revision Date: 09/12/1994 Product Type: Case (Field) Abstract: Millipore, the worldwide leader in separations technology, was in the process of launching two key new products: one a liquid chromatography/mass spectrometer and the other a virus separation membrane. The case documents the product development and commercialization activities undertaken by the company. Geographic Setting: United States Industry Setting: Electronic instruments & controls Company Size: Fortune 500 Gross Revenues: $750 million sales Subjects: Instruments; Medical supplies; Product development; Product management; Research & development Length: 24p Supplementary Materials: Teaching Note, (595076), 7p, by V. Kasturi Rangan R0309G Title: Mind Your Pricing Cues Author(s): Anderson, Eric; Simester, Duncan Publication Date: 09/01/2003 Product Type: Harvard Business Review Article Abstract: For most of the items they buy, consumers don't have an accurate sense of what the price should be. Research shows that consumers' knowledge of the market is so far from perfect that it hardly deserves to be called "knowledge" at all. Yet, people happily buy products every day. Is this because they don't care what kind of deal they're getting? No. Remarkably, it's because they rely on retailers to tell them whether they're getting a good price. In subtle and not-so-subtle ways, retailers send signals to customers, telling them whether a given price is relatively high or low. In this article, the authors review several common pricing cues retailers use--"sale" signs, prices that end in 9, signpost items, and pricematching guarantees. They also offer some surprising facts about how--and how well--those cues work. For instance, the authors' tests of several mail-order catalogs reveal that including the word "sale" beside a price can increase demand by more than 50%. The practice of using a 9 at the end of a price to denote a bargain is so common, you'd think customers would be numb to it. Yet, in a study the authors did involving a women's clothing catalog, they increased demand by a third just by changing the price of a dress from $34 to $39. Pricing cues are powerful tools for guiding customers' purchasing decisions, but they must be applied judiciously. Used inappropriately, the cues may breach customers' trust, reduce brand equity, and give rise to lawsuits. Geographic Setting: Chicago, IL Industry Setting: Catalog industry; Electronics industry; Retail industry; Supermarkets Subjects: Consumer behavior; Consumer marketing; Customer relations; Pricing strategy; Retailing Length: 7p NEW F0404D Title: Mining Gold in Not-for-Profit Brands Author(s): Quelch, John A.; Austin, James E.; Laidler, Nathalie Publication Date: 04/01/2004 Product Type: Harvard Business Review Article Abstract: Nonprofits are putting hard numbers on the value of their brands, many of which consumers trust highly. Such organizations are hoping brand valuation will give them greater influence as they negotiate cobranding alliances with corporate partners. Subjects: Brand equity; Brand management; Brands; Valuation Length: 2p Year New: 2004 F0803C Title: Mining Unconscious Wisdom Author(s): Ayres, Ian Publication Date: 03/01/2008 Product Type: Harvard Business Review Article Abstract: The true power in the collective wisdom of crowds isn't in people's expressed opinions--it's buried deep inside your company's database. New tools are allowing organizations to mine their data for the "unconscious wisdom" that the crowd itself may never have thought to share. Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2007 577017 Title: Minolta Camera Co. Ltd. Author(s): Wiechmann, Ulrich E. Publication Date: 09/01/1976 Revision Date: 03/01/1981 Product Type: Case (Field) Abstract: Management of one of the leading Japanese camera manufacturers is faced with the problem of unauthorized shipments from the lowprice markets of Hong Kong and Japan to high-price markets of Europe and North America. Control of distribution, change of prices, model designations,
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and warranty policies are considered as solutions to the problem. Geographic Setting: Japan Industry Setting: Camera Company Size: mid-size Gross Revenues: $75 million sales Subjects: Distribution; Exports; International marketing; Japan; Marketing management; Multinational corporations; Pricing Length: 10p Supplementary Materials: Teaching Note, (587169), 10p, by Robert D. Buzzell CMR373 Title: The Mirage of Marketing to the Bottom of the Pyramid: How the Private Sector Can Help Alleviate Poverty Author(s): Karnani, Aneel Publication Date: 08/01/2007 Product Type: CMR Article Publisher: California Management Review Abstract: The popular "bottom of the pyramid" (BOP) proposition argues that large companies can make a fortune by selling to poor people and simultaneously help eradicate poverty. While a few market opportunities do exist, the market at the BOP is generally too small monetarily to be very profitable for most multinationals. At the same time, the private sector can play a key role in poverty alleviation by viewing the poor as producers, and emphasize buying from them, rather than selling to them. Subjects: NO SUBJECTS(KEYWORDS) Length: 24p Year New: 2007 F00106 Title: The Mismanagement of Advertising Author(s): Jones, John Philip Publication Date: 01/01/2000 Product Type: Harvard Business Review Article Abstract: Most U.S. companies spend as much on advertising as they earn from their brand, and what do they get for it? Not nearly enough. Ineffective tests and overdelegation to lower-level staff guarantees mediocrity. Industry Setting: Advertising industry Subjects: Advertising; Advertising campaigns; Brands Length: 2p R0207F Title: The Mismanagement of Customer Loyalty Author(s): Reinartz, Werner; Kumar, V Publication Date: 07/01/2002 Product Type: Harvard Business Review Article
Marketing
Abstract: Who wouldn't want loyal customers? Surely they should cost less to serve, they'd be willing to pay more than other customers, and they'd actively market your company by word of mouth, right? Maybe not. Careful study of the relationship between customer loyalty and profits plumbed from 16,000 customers in four companies' databases tells a different story. The authors found no evidence to support any of these claims. What they did find was that the link between customers and profitability was more complicated because customers fall into four groups, not two. Simply put: Not all loyal customers are profitable, and not all profitable customers are loyal. Traditional tools for segmenting customers do a poor job of identifying that latter group, causing companies to chase expensively after initially profitable customers who hold little promise of future profits. The authors suggest an alternative approach, based on well-established "event-history modeling" techniques, that more accurately predicts future buying probabilities. Armed with such a tool, marketers can correctly identify which customers belong in which category and market accordingly. The challenge in managing customers who are profitable but disloyal--the "butterflies"--is to milk them for as much as you can while they're buying from you. A softly-softly approach is more appropriate for the profitable customers who are likely to stay loyal--your "true friends." As for highly loyal but not very profitable customers--the "barnacles"--you need to find out whether they have the potential to spend more than they currently do. And, of course, for the "strangers"--those who generate no loyalty and no profits-the answer is simple: Identify early and don't invest anything. May be used with: (98601) Business Marketing; Understand What Customers Value. Subjects: Customer relations; Loyalty; Market analysis; Market research; Market segmentation; Marketing planning; Marketing strategy; Profitability analysis Length: 12p 1407 Title: The Mismanagement of Customer Loyalty (HBR OnPoint Enhanced Edition) Author(s): Reinartz, Werner; Kumar, V Publication Date: 07/01/2002 Product Type: HBR OnPoint Article Abstract: Who wouldn't want loyal customers? Surely they should cost less to serve, they'd be willing to pay more than other customers, and they'd actively market your company by word of mouth, right? Maybe not. Careful study of the relationship between customer loyalty and profits plumbed from 16,000 customers in four companies' databases tells a different story. The authors found no evidence to support any of these claims. What they did find was that the link between customers and profitability was more complicated because customers fall into four groups, not two. Simply put: Not all loyal customers are profitable, and not all profitable customers are loyal. Traditional tools for segmenting customers do a poor job of identifying that latter group, causing companies to chase expensively after initially profitable customers who hold little promise of future profits. The authors suggest an alternative approach, based on well-established "event-history modeling" techniques, that more accurately predicts future buying probabilities. Armed with such a tool, marketers can correctly identify which customers belong in which category and market accordingly. The challenge in managing customers who are profitable but disloyal--the "butterflies"--is to milk them for as much as you can while they're buying from you. A softly-softly approach is more appropriate for the profitable customers who are likely to stay loyal--your "true friends." As for highly loyal but not very profitable customers--the "barnacles"--you need to find out whether they have the potential to spend more than they currently do. And, of course, for the "strangers"--those who generate no loyalty and no profits-the answer is simple: Identify early and don't invest anything. Subjects: Customer relations; Loyalty; Market analysis; Market research; Market segmentation; Marketing planning; Marketing strategy; Profitability analysis Length: 13p List Price: $6.50 573068 Title: Mitchum, Jones & Templeton, Inc. Author(s): Marshall, Martin V.; Clarke, Robert N. Publication Date: 06/01/1973 Revision Date: 01/13/1982 Product Type: Case (Field) Abstract: The introduction of personal financial planning into the retail product line is being considered by MJT. How to offer this service along with the already existing brokerage services is discussed, as is the issue of broker resistance. A second area covered in the case is organization of the salesforce (branch manager, brokers), compensation, and training. A videotape (9-884-505) is available for use with this case. Geographic Setting: West Coast Industry Setting: Investment banking;
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Securities & investing Gross Revenues: $32 million revenues Subjects: Employee training; Financial services; Marketing strategy; Sales compensation; Sales management; Stock brokers Length: 8p 577014 Title: Mitco Corp. Author(s): Star, Stephen H.; Davis, N.J. Publication Date: 08/01/1976 Product Type: Case (Field) Abstract: Mitco was a small company which manufactured and marketed venture-pressure independent flow control valves. Though its product had provided energy savings of 20% to 50% in buildings where it had been installed, Mitco was having trouble convincing people to convert to its system. The case raises issues regarding just who the decision makers are in this complicated industrial marketing/selling process, and what the best way is to reach them. The proper mix of personal selling and advertising is considered, as is the problem of managing manufacturers' representatives. Geographic Setting: Somerville, MA Industry Setting: Plumbing & HVAC; Air conditioning industry Company Size: small Gross Revenues: $591,699 1975 sales Subjects: Consumer behavior; Industrial markets; Marketing strategy; Personal selling; Sales promotions Length: 24p Supplementary Materials: Teaching Note, (583109), 6p, by E. Raymond Corey 592054 Title: Mitsubishi Corp.: Foods Group Author(s): Goldberg, Ray A.; Theobald, David M. Publication Date: 11/25/1991 Product Type: Case (Field) Abstract: Mitsubishi's food division is reevaluating its role in the global food system as it changes from a trading firm to a food wholesaler. Examples in the fish, poultry, and beef industries are noted. Geographic Setting: Global Industry Setting: Food industry Company Size: large Gross Revenues: $30 billion revenues Subjects: Agribusiness; Food; International marketing Length: 46p 583024 Title: Mobil Chemical Co. Author(s): Quelch, John A. Publication Date: 01/03/1983 Revision Date: 10/26/1983 Product Type: Case (Field)
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Abstract: The market research department is determining which of several suppliers to select to install a marketing decision support system. Geographic Setting: United States Industry Setting: Packaging, carton & container industries Company Size: Fortune 500 Gross Revenues: $500 million sales Subjects: Advertising; Consumer marketing; Market research; Marketing strategy; Purchasing Length: 14p Supplementary Materials: Teaching Note, (583064), 8p, by John A. Quelch 503104 Title: Modi-Revlon Author(s): Deshpande, Rohit; Schulman, Seth M. Publication Date: 06/23/2003 Revision Date: 03/28/2006 Product Type: Case (Field) Abstract: The head of the Indian subsidiary of cosmetics firm Revlon faces a crucial turnaround situation for the company. After a high-profile product launch, sales were very disappointing and Revlon was trying to decide whether it should pull out of India. The Indian majority partners in the joint venture were determined to save the company by reexamining the price-value equation and the need for continuous product innovation tailored to the local consumer needs. Geographic Setting: India Industry Setting: Cosmetic Gross Revenues: $4.6 million revenues Subjects: Consumer marketing; Cosmetics; India; Innovation; Joint ventures; Product lines Length: 18p NEW HKU291 Title: Moiselle: Pret-a-Porter Hong Kong Style Author(s): Yim, Bennett; Wong, Monica Publication Date: 08/29/2003 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: Explores the comprehensive marketing strategies behind the building of the Moiselle brand. Includes a detailed comparison with 10 other local Hong Kong fashion brand names to illustrate the reasons behind Moiselle's successful and comprehensive marketing strategies. Starting out as a tiny original equipment manufacturer, Moiselle successfully evolved into an own brand manufacturer, creating a wellknown brand name that was popular both in Hong Kong and China. Illustrates the importance of establishing clear market positioning, developing a brand, and leveraging the brand power to grow a business. Geographic Setting: Asia Industry Setting: Fashion industry Subjects: Asia; Brand management; China; Consumer marketing; Market positioning; Marketing strategy Length: 18p Supplementary Materials: Teaching Note, (HKU292), 6p, by Bennett Yim, Monica Wong Year New: 2004 C0002F Title: Molding Public Opinion: What We Can Learn from Edward Bernays Author(s): Buday, Robert; Flynn, Catherine Publication Date: 02/01/2000 Product Type: Harvard Management Communication Letter Article Abstract: Edward Bernays was responsible for some of the most remarkable public opinion shifts in history. Among them: the adoption of cigarette smoking by fashionable women. Bernays specialized in changing the public tastes to suit his clients, rather than getting clients to cater to public tastes. Although some of his campaigns may leave a bad taste in your mouth, it's hard to deny the genius of his methods. This article offers five lessons for getting your message across in a compelling and effective way. Subjects: Marketing management; Public relations Length: 2p List Price: $4.50 908A14 Title: Molson Canada: Social Media Marketing Author(s): Compeau, Deborah; Qureshi, Israr Publication Date: 10/02/2008 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: This case describes Molson's experiment with social media for creating brand awareness. It illustrates issues involved in social media marketing. Molson was faced with the challenge of how quickly the contents of social media could spread to various constituencies. There was a real danger of the situation getting out of hand if Molson did not respond quickly. The case encourages readers to ponder whether Molson's action was the only option available and to consider what its next steps might be. Geographic Setting: Canada Industry Setting: Beverage industry; Food industry Subjects: NO SUBJECTS(KEYWORDS) Length: 13p Supplementary Materials: Teaching
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901A25 Title: Molson Canadian: The Rant Author(s): Fisher, Robert J.; Walker, Scott Publication Date: 03/07/2002 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Molson Canada produced Molson Canadian, Canada's best-selling beer. Canadian's previous advertising campaign "The Rant" had been incredibly popular, making it one of the most successful ads for Molson in a long time and winning numerous international and domestic advertising awards. The marketing team for Molson Canadian must find the theme for the next advertising campaign as well as decide whether to move toward more traditional beer advertising or maintain the nontraditional theme of The Rant. Geographic Setting: Canada Industry Setting: Beer Company Size: large Subjects: Advertising; Advertising media; Advertising strategy; Beverages; Canada; Marketing planning Length: 19p Supplementary Materials: Teaching Note, (801A25), 10p, by Robert J. Fisher, Scott Walker NEW 522X Title: Momentum: How Companies Become Unstoppable Market Forces (Hardcover) Author(s): Ricci, Ron; Volkmann, John Publication Date: 09/26/2002 Product Type: HBS Press Book Abstract: Based on an intensive study of 12,000 consumer and corporate buyers, marketing and communications experts Ron Ricci and John Volkmann identify the success factor that all market leaders share: momentum. Beyond sheer motion, momentum means mass, speed, and direction, in context to a value proposition so compelling that all constituents in a given marketplace believe it--and want to go there with you. It is the trajectory to "must-have" status with customers--and this book provides the marketing gauges to get you there. Ricci and Volkmann unveil a practical, proven formula for quantifying your company's momentum and show how managers can leverage it to achieve market leadership. They introduce a "momentum index" that will enable senior management, product marketers, and marketing communication strategists to measure their market dominance relative to competitors, diagnose their
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strengths and weaknesses as market leaders, and develop an action plan for sustaining or strengthening their positions. For anyone responsible for managing or communicating about a company and its brands, this book shows how to ride momentum to industry dominance. Subjects: Brand equity; Brand management; Marketing strategy Length: 224p List Price: $24.95 513071 Title: Monsanto Chemical Co. (A) Author(s): Newton, Derek A.; Levitt, Theodore Publication Date: 05/01/1969 Product Type: Case (Field) Abstract: A salesman makes a new product presentation to a purchasing agent. The salesman used a hard selling technique, and in his eagerness to sell the customer, he talks around the customer's questions instead of facing them, considering them, and answering them. He overwhelms the purchasing agent with his enthusiasm, but doesn't satisfy his practical questions on the new paint additive he is trying to sell. Geographic Setting: United States Industry Setting: Paint & coatings industry Subjects: Chemicals; Industrial markets; New product marketing; Personal selling; Sales strategy Length: 6p 513072 Title: Monsanto Chemical Co. (B) Author(s): Newton, Derek A.; Levitt, Theodore Publication Date: 04/30/1969 Product Type: Case (Field) Abstract: The sales technique used in this case is different from that used in the (A) case in that the salesman first establishes contact with the purchasing agent by showing that he has taken the trouble to read about the customer's company. He asks questions concerning the customer's needs and appeals to reason, not emotion, in his presentation. The customer's questions are answered, and the exact place where the new product could be used to produce savings is pinpointed. Geographic Setting: United States Industry Setting: Paint & coatings industry Subjects: Chemicals; Industrial markets; New product marketing; Personal selling; Sales strategy Length: 7p 596034 Title: Monsanto Co.: The Coming of Age of Biotechnology Author(s): Goldberg, Ray A.; Urban, Thomas N., III Publication Date: 11/27/1995 Revision Date: 02/01/1996 Product Type: Case (Field) Abstract: Monsanto has one product, Roundup, accounting for 30% of company net income and is going off patent. How should the company position itself and its products in the future? Geographic Setting: Global Industry Setting: Chemical industry; Pharmaceutical industry Number of Employees: 29,000 Gross Revenues: $8 billion revenues Subjects: Agribusiness; Biotechnology; Pharmaceuticals; Product life cycle Length: 28p UV0321 Title: Monsanto--The Launch of Roundup Ready Soybeans Author(s): Parry, Mark Publication Date: 08/16/2000 Product Type: Case (Field) Abstract: As Monsanto launches Roundup Ready(R) Soybeans in 1995, its executives must choose a target segment and decide how to position the new product and how to support that position through appropriate tactical decisions regarding price, distribution, and communication. The genetically altered soybeans will not die when sprayed with Monsanto's Roundup, the world's leading herbicide. Subjects: NO SUBJECTS(KEYWORDS) Length: 19p Supplementary Materials: Teaching Note, (UV0322), 11p, by Mark Parry Year New: 2007 507018 Title: Monsanto: Realizing Biotech Value in Brazil Author(s): Bell, David E.; Shelman, Mary Publication Date: 12/15/2006 Revision Date: 10/29/2007 Product Type: Case (Field) Abstract: In 2003, Monsanto's patented "Roundup Ready" technology was used illegally on 70-80% of the soybean area in southern Brazil. Under pressure from U.S. soybean growers, who were paying to license the technology, the firm implemented an innovative deliverybased collection system in Brazil. Growers paid a post-harvest "indemnity" fee for those soybeans grown with illegal seed. Although there were initial concerns by farmers and grain companies--who collected the fee on Monsanto's behalf--the system worked smoothly, with over 97% of the farmers "self-declaring" their Roundup soybeans
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the first year. Jerry Steiner, executive vice-president of commercial acceptance, must decide if the situation in Brazil is stable enough to support a significant increase in breeding and biotech spending to develop products specifically designed for the Brazilian market. In addition, outlines situations in Argentina and India, and asks if the world's leading biotechnology firm should develop similar delivery-based systems. Geographic Setting: Brazil Industry Setting: Agriculture industry Number of Employees: 16,500 Gross Revenues: $7.3 billion revenues Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 35p Supplementary Materials: Teaching Note, (507059), 9p, by David E. Bell, Mary Shelman Year New: 2006 503044 Title: MontGras: Export Strategy for a Chilean Winery Author(s): Arnold, David J.; Stevenson, Howard H.; de Royere, Alexandra Publication Date: 11/01/2002 Revision Date: 11/17/2005 Product Type: Color Case Abstract: MontGras, a medium-sized Chilean winery, has to formulate an export strategy. It has to decide whether to emphasize the U.S. or U.K. markets, which also offer different positioning and pricing proposals. It has twice failed to penetrate the U.S. market because distributor relationships fell through and is deciding between two new potential partners. In the United Kingdom, it is offered participation in a supermarket promotion that will boost volumes, but at the expense of price maintenance. Includes color exhibits. Geographic Setting: Chile Industry Setting: Wine industry Company Size: mid-size Number of Employees: 97 Gross Revenues: $7 million revenues Subjects: Beverages; Decision making; Exports; International marketing; Market entry; South America Length: 30p Supplementary Materials: Teaching Note, (503108), 11p, by David J. Arnold, Alexandra de Royere NEW F0606C Title: More Isn't Always Better Author(s): Schwartz, Barry Publication Date: 06/01/2006 Product Type: Harvard Business Review Article
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Abstract: Offering customers too many product choices may decrease their sense of well-being. Industry Setting: Food industry Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Year New: 2006 587105 Title: Morgan Construction Co. (A) Author(s): Shapiro, Benson P.; Palmer, David Publication Date: 01/14/1987 Revision Date: 03/06/1991 Product Type: Case (Field) Abstract: Morgan Construction sold, designed, and manufactured rolling equipment, wire drawing equipment, and bearings for steel mills. Because of the depressed state of the worldwide steel industry in the 1980s, Morgan had to depend increasingly upon spare parts for its business. The case deals with the three different spare parts businesses with which Morgan is involved. Marketing, manufacturing, and organizational issues are raised. A videotape (9-887-519) is available for use with this case. Geographic Setting: Worcester, MA Industry Setting: Steel industry Company Size: mid-size Gross Revenues: $63 million sales Subjects: Industrial markets; Interdepartmental relations; Machinery; Product lines; Product planning & policy; Production planning Length: 41p Supplementary Materials: Supplement (Field), (587106), 3p, by Benson P. Shapiro, David Palmer 594112 Title: Morgan Construction Co. (A) (Abridged) Author(s): Rangan, V. Kasturi Publication Date: 06/08/1994 Revision Date: 03/20/1995 Product Type: Case (Field) Abstract: Philip Morgan, the fifthgeneration president of the company, had to take strategic measures to arrest the decline of the company's revenues from $97.6 million in 1981 to $62.5 million in 1985. Issues concerned product line management (rolling mills, Morgoil bearings and wire drawing equipment), particularly the management of spare parts and service for each of the three product lines. Teaching Purpose: To illustrate the interfunctional nature of the orderfulfillment cycle and to highlight the subtle differences that underlie the order-fulfillment cycle, across different product-markets. Geographic Setting: United States Industry Setting: Steel industry Company Size: mid-size Gross Revenues: $75 million revenues Subjects: Industrial markets; Interdepartmental relations; Machinery; Product lines; Product planning & policy; Production planning Length: 25p 587106 Title: Morgan Construction Co. (B) Author(s): Shapiro, Benson P.; Palmer, David Publication Date: 01/14/1987 Revision Date: 01/31/1989 Product Type: Supplement (Field) Abstract: Raises strategic issues related to the role of manufacturing at Morgan given the importance of nonU.S.A. U.S.A. business, the desire of some major foreign countries to have capital equipment manufactured there rather than imported, and the difficulty of keeping the Morgan plant full and profitable. Must be used after the Morgan Construction Co. (A) case. A videotape (9-887-520) and videotape guide (9-587-114) are available for use with this case. Must be used with: (587105) Morgan Construction Co. (A). Industry Setting: Machinery industry Subjects: Industrial markets; Interdepartmental relations; Machinery; Product lines; Product planning & policy; Production planning Length: 3p 587114 Title: Morgan Construction Co. (B), Video Guide Author(s): Shapiro, Benson P. Publication Date: 01/14/1987 Revision Date: 04/01/1988 Product Type: Supplement (Note) Abstract: Provides an aid to viewing Video (9-887-520). Must be used with: (887520) Morgan Construction Co. (B), Video. Industry Setting: Machinery industry Subjects: Industrial markets; Interdepartmental relations; Machinery; Product lines; Product planning & policy; Production planning Length: 1p 905A13 Title: Morgan's Rock Hacienda & Ecolodge Author(s): Wang, Shuo; Siguaw, Judith A.; Simpson, Penny Publication Date: 11/03/2005 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: An upscale ecolodge in southern Nicaragua hopes to achieve a 53% occupancy rate within three years of opening and has hired a management
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company to prepare a marketing strategy. Despite its proximity to Costa Rica and its focus on providing a unique luxury vacation retreat for one of the fastest growing segments in the travel industry--the ecotourist--the hotel faces numerous hurdles. The greatest challenge is to overcome Nicaragua's negative reputation, based on its recent history of political and social unrest, still fresh in the minds of tourists. The hotel must also operate within the country's rural infrastructure, characterized by interruptions in the power supply, poorly maintained roads, and below-standard sanitation. Additionally, Nicaragua does not have a pool of skilled employees to work in the high-end service industry. Preparation of the marketing strategy addresses the effects of these factors on the hotel's market positioning and market penetration rate. Geographic Setting: Nicaragua Industry Setting: Hotel industry; Lodging industry Event Year Start: 2004 Event Year End: 2004 Subjects: NO SUBJECTS(KEYWORDS) Length: 24p Supplementary Materials: Teaching Note, (805A13), 8p, by Shuo Wang, Judith A. Siguaw, Penny Simpson Year New: 2006 581098 Title: Morris Alper & Sons, Inc. Author(s): Shapiro, Benson P.; Sherman, Jeffrey J. Publication Date: 03/01/1981 Revision Date: 09/01/1989 Product Type: Case (Field) Abstract: Concerns a series of issues facing Morris Alper & Sons, Inc., a large food brokerage company. Includes background on the history of the industry and presents a meeting of the management regarding retail sales coverage and choice of principals to represent. In the meeting, Alper management must respond to Green Giant's request for more retail sales coverage. Geographic Setting: Massachusetts Industry Setting: Food industry Gross Revenues: $4 million gross income Subjects: Distribution; Distribution channels; Marketing strategy; Negotiations; Sales management; Sales strategy; Supermarkets Length: 21p Supplementary Materials: Teaching Note, (585028), 15p, by John A. Quelch 581100 Title: Morris Alper & Sons, Inc. (C): Introduction to Video 1
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Author(s): Shapiro, Benson P.; Sherman, Jeffrey J. Publication Date: 03/01/1981 Revision Date: 07/08/1985 Product Type: Supplement (Field) Abstract: Introduces Video 1. Must be used with: (882507) Morris Alper & Sons, Inc.: Video 1, Sales Calls. Industry Setting: Supermarkets Subjects: Distribution channels; Marketing implementation; Sales management; Sales strategy; Supermarkets Length: 1p 581101 Title: Morris Alper & Sons, Inc. (D): Introduction to Video 2 Author(s): Shapiro, Benson P.; Sherman, Jeffrey J. Publication Date: 03/01/1981 Revision Date: 07/08/1985 Product Type: Supplement (Field) Abstract: Introduces Video 2. Must be used with: (882508) Morris Alper & Sons, Inc.: Video 2, Executive Meeting. Industry Setting: Supermarkets Subjects: Distribution channels; Marketing implementation; Sales management; Sales strategy; Supermarkets Length: 2p 583025 Title: Morris Alper & Sons, Inc.: CouponArama Author(s): Quelch, John A. Publication Date: 11/19/1982 Product Type: Case (Field) Abstract: Company executives are reviewing the impact of a cooperative coupon promotion on the sales performance of the participating brands. Geographic Setting: New England Industry Setting: Food industry Subjects: Advertising strategy; Consumer marketing; Distribution; Merchandising; Supermarkets Length: 15p 882507 Title: Morris Alper & Sons, Inc.: Video 1, Sales Calls Author(s): Shapiro, Benson P. Publication Date: 11/10/1981 Product Type: Case Video Abstract: Demonstrates what food brokerage salespeople do by showing them in the act of making calls on customers. Two calls are to retail stores and one is to a buyer for a five-store independent chain. For use with Morris Alper & Sons, Inc. (A) (9-581-098). Industry Setting: Supermarkets Subjects: Distribution channels; Marketing implementation; Sales management; Sales strategy; Supermarkets Length: 12 min List Price: $150.00 Supplementary Materials: Supplement (Field), (581100), 1p, by Benson P. Shapiro, Jeffrey J. Sherman 882508 Title: Morris Alper & Sons, Inc.: Video 2, Executive Meeting Author(s): Shapiro, Benson P. Publication Date: 11/10/1981 Product Type: Case Video Abstract: Presents a meeting between the executives of the Green Giant Co. and Morris Alper. The primary issue discussed at the meeting is Alper's retail coverage for Green Giant. For use with Morris Alper & Sons, Inc. (A) (9-581098). Industry Setting: Supermarkets Subjects: Distribution channels; Marketing implementation; Sales management; Sales strategy; Supermarkets Length: 18 min List Price: $150.00 Supplementary Materials: Supplement (Field), (581101), 2p, by Benson P. Shapiro, Jeffrey J. Sherman 584074 Title: Motofabrikwerk S.A. (A) Author(s): Shapiro, Benson P.; Hoff, Edward J. Publication Date: 01/10/1984 Revision Date: 06/27/1985 Product Type: Case (Field) Abstract: In August 1983 the marketing vice president responsible for numerical controls at a huge Swiss company was making major decisions about the business. It had recently lost money, but might offer a window into the factory of the future or might be narrowed to increase profitability. Geographic Setting: Switzerland Industry Setting: Electronic instruments & controls Company Size: large Gross Revenues: $9.7 billion sales Subjects: Computer systems; Industrial markets; Machine tools; Market segmentation; Marketing planning; Marketing strategy; Switzerland; Technology Length: 22p Supplementary Materials: Teaching Note, (584075), 17p, by Benson P. Shapiro KEL098 Title: Motorola Wireless Data Group: The Envoy Author(s): Sawhney, Mohanbir Publication Date: 01/01/2004 Product Type: Case (Field) Abstract: Elizabeth Sullivan, director of marketing for Motorola's Wireless Data
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Group, was formulating the marketing strategy for its new wireless communicator, the Envoy. Early sales results for the Envoy as well as its competitors in the nascent personal digital assistant industry were disappointing, and Sullivan was under pressure to change this situation. How should Motorola segment the market for wireless communications? What market segments should Motorola target with the Envoy? How should it position the Envoy? What should be the marketing mix for the Envoy? Sullivan's short-term decisions had to take into account the fact that she had limited control over changing the basic product, which was designed before she took charge of marketing the Envoy. Geographic Setting: United States Industry Setting: Telecommunications industry; Wireless carriers Gross Revenues: $27 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 31p Year New: 2006 502040 Title: Mountain Dew: Selecting New Creative Author(s): Holt, Douglas B. Publication Date: 10/05/2001 Product Type: Color Case Abstract: Highlights the key role of selecting creative in brand communications, the challenges of building a brand in a turbulent cultural environment, the challenges of extending an advertising campaign, and the interpretation of ads as a crucial senior management skill. Includes color exhibits. Geographic Setting: Purchase, NY Industry Setting: Beverage industry; Soft drink industry Number of Employees: 124,000 Gross Revenues: $20 billion revenues Subjects: Advertising; Beverages; Brand management; Creativity Length: 20p Supplementary Materials: Teaching Note, (503076), 13p, by Douglas B. Holt Year New: 2005 505S19 Title: Mountain Dew: Selecting New Creative, Spanish Version Author(s): Holt, Douglas B. Publication Date: 10/05/2001 Product Type: LACC Case Abstract: Highlights the key role of selecting creative in brand communications, the challenges of building a brand in a turbulent cultural environment, the challenges of extending an advertising campaign, and the interpretation of ads as a crucial
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senior management skill. Geographic Setting: Purchase, NY Industry Setting: Beverage industry; Soft drink industry Number of Employees: 124,000 Gross Revenues: $20 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 20p 503038 Title: Mountain Dew: Selecting New Creative (Multimedia Case) Author(s): Holt, Douglas B. Publication Date: 04/18/2003 Product Type: Multimedia Case Abstract: The key role of selecting creative in brand communications, the problems with building a brand in a turbulent cultural environment, the challenges of extending an advertising campaign, and the senior management skills needed to interpret ads are highlighted. Geographic Setting: Purchase, NY Industry Setting: Soft drink industry Number of Employees: 124,000 Gross Revenues: $20 billion revenues Subjects: Advertising; Beverages; Brand management; Creativity Length: 2 hours Supplementary Materials: Teaching Note, (503076), 13p, by Douglas B. Holt; Interactive Case, (503803), 5 min, by Douglas B. Holt NEW 2069 Title: Mountain Man Brewing Co.: Bringing the Brand to Light Author(s): Abelli, Heide Publication Date: 05/28/2007 Product Type: Case Abstract: Chris Prangel, a recent MBA graduate, has returned home to West Virginia to manage the marketing operations of the Mountain Man Beer Company, a family-owned business he stands to inherit in five years. Mountain Man brews just one beer, Mountain Man Lager, also known as "West Virginia's beer" and popular among blue-collar workers. Due to changes in beer drinkers' taste preferences, the company is now experiencing declining sales for the first time in its history. In response, Chris wants to launch Mountain Man Light, a "light beer" formulation of Mountain Man Lager, in the hope of attracting younger drinkers to the brand. However, he encounters resistance from senior managers. Mountain Man Lager's brand equity is a key asset for Mountain Man Brewing Company. The question is whether Mountain Man Light will enhance it, detract from it, or irreversibly damage it. Geographic Setting: West Virginia Industry Setting: Beer Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Supplementary Materials: Teaching Note, (2072), 19p, by James Kindley, Heide Abelli, Indra Reinbergs; Supplement (Spreadsheet), (2293), 0p, by James Kindley, Heide Abelli, Indra Reinbergs Year New: 2007 509709 Title: Mr. Nelson Peitz, Fouding Partner, Trian Partners Interviewed by Professor John Quelch, Video (DVD) Author(s): Quelch, John A. Publication Date: 09/02/2008 Product Type: Video Abstract: Professor John Quelch interviewed Mr. Nelson Peitz, Founding Partner of Trian Partners on events and decisions leading up to the decision to acquire the Snapple brand and the results of that corporate decision. Geographic Setting: United States Industry Setting: Non-alcoholic beverage industry Subjects: NO SUBJECTS(KEYWORDS) Length: 8 min List Price: $150.00 509710 Title: Mr. Nelson Peitz, Fouding Partner, Trian Partners Interviewed by Professor John Quelch, Video (VHS) Author(s): Quelch, John A. Publication Date: 09/02/2008 Product Type: Video Abstract: Professor John Quelch interviewed Mr. Nelson Peitz, Founding Partner of Trian Partners on events and decisions leading up to the decision to acquire the Snapple brand and the results of that corporate decision. May be used with: (599126) Snapple. Geographic Setting: United States Industry Setting: Non-alcoholic beverage industry Subjects: NO SUBJECTS(KEYWORDS) Length: 8 min List Price: $150.00 60411 Title: Multi-Stage Approach to Pricing Author(s): Oxenfeldt AR Publication Date: 07/01/1960 Product Type: Harvard Business Review Article Abstract: A long-run multi-staged, policy-oriented approach improves decisions. Guided by company commitments, resources, and market conditions, management defines the submarkets it wishes to cultivate most actively. Development of a company and
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brand image depends on the types of customers the company wants to attract. The selection of a mix of sales promotion devices creates and reinforces the brand image. This allows executives to delegate pricing responsibilities, and puts particular emphasis on the intangible aspects of pricing, particularly on the total impression that customers have of the vendor and of the things he or she sells. Subjects: Appliances; Brands; Marketing strategy; Pricing strategy; Product lines Length: 9p BH246 Title: Multichannel Marketing: Mindset and Program Development Author(s): Weinberg, Bruce D.; Parise, Salvatore; Guinan, Patricia J. Publication Date: 09/15/2007 Product Type: Case (Field) Publisher: Business Horizons/Indiana University Abstract: Individual consumers have quickly embraced the practice of using a variety of channels through which to make their purchases, as evidenced by the current multichannel shopping average of 65-70%. Indeed, multichannel shoppers (defined as those who utilize a variety of different purchasing channels, including bricksand-mortar stores, the telephone, and the Internet) are now in the majority, and spend significantly more than singlechannel shoppers. Given this reality, it is critical that organizations adopt a multichannel mindset and effectively employ a multichannel marketing program, as they can enhance profitability, the customer experience, and customer satisfaction. Provides firms with guidance in developing an effective multichannel mindset, and in designing a multichannel marketing program for serving end-consumers in Business-to-Consumer (B2C) situations. Industry Setting: Internet & online services industries; IT industry; Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2007 587175 Title: Multinational Marketing and Competitive Strategy Author(s): Buzzell, Robert D.; Quelch, John A. Publication Date: 05/19/1987 Product Type: Note Abstract: A general introduction to multinational marketing in the context of overall competitive strategy. Prepared as the introductory chapter of a book,
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Multinational Marketing Management: Cases and Readings, by R.D. Buzzell and J.A. Quelch. Subjects: Competition; Exports; Joint ventures; Marketing management; Multinational corporations Length: 8p 571020 Title: Multiple Sclerosis Society: Fund Raising Strategy Author(s): Robertson, Thomas S.; Diamond, Steven L. Publication Date: 09/01/1970 Revision Date: 10/01/1979 Product Type: Case (Field) Abstract: Various strategies for increasing contributions in the Washington, D.C. area. The student is asked to apply behavioral data contained in the case to the marketing management problem. Geographic Setting: District of Columbia Subjects: Consumer behavior; Market research; Marketing strategy; Nonprofit organizations Length: 20p Supplementary Materials: Teaching Note, (579048), 8p, by Scott Ward 506027 Title: Museum of Fine Arts Boston Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 10/12/2005 Revision Date: 09/11/2006 Product Type: Color Case Abstract: One of Boston's main cultural attractions, the Museum of Fine Arts (MFA), has experienced a steady decline of its core audience over the last decade. The museum's executive director attempted to bridge the shortfall by staging new, innovative, special exhibitions, which have not been without their share of criticism. The museum's top management had to resolve the audience issue against the background of a major $500 million capital campaign to fund a new wing of the museum in 2010. Geographic Setting: Boston, MA Industry Setting: Art industry Gross Revenues: $100 million revenues Event Year Start: 2005 Event Year End: 2005 Subjects: NO SUBJECTS(KEYWORDS) Length: 26p Supplementary Materials: Teaching Note, (506074), 13p, by V. Kasturi Rangan, Marie Bell Year New: 2006 502059 Title: The Museum of Fine Arts Boston/Fleet Financial Group Sponsorship of Monet in the 20th Century Author(s): Greyser, Stephen A.; Crockett, David Publication Date: 03/01/2002 Revision Date: 10/03/2002 Product Type: Color Case Abstract: The Museum of Fine Arts in Boston and Fleet Financial Group's sponsored the Monet in the 20th Century exhibition, the world's largest, in 1998. The case chronicles the solicitation of a large corporate sponsor, as well as the growth and development of their partnership. Includes color exhibits. Geographic Setting: Boston, MA Industry Setting: Art industry Gross Revenues: $10 million revenues Subjects: Financial services; Nonprofit organizations; Partnerships Length: 20p Supplementary Materials: Teaching Note, (503013), 7p, by Stephen A. Greyser, David Crockett 61208 Title: The Mystique of SuperSalesmanship Author(s): McMurry, Robert N. Publication Date: 03/01/1961 Product Type: Harvard Business Review Article Abstract: An analysis of the art and science of selling reveals the importance of certain personality traits, effective training, and close supervision. A good sales personality has good persuasion techniques, energy, self-confidence, desire for money, a habit of industry, and a state of mind which regards rejection as a challenge. Minimum effective training for creative sales work must cover: orientation; the product or service; procedures for booking orders, making necessary reports, etc.; time management; and sales techniques. An aggressive, imaginative, even ruthless, sales manager is necessary to provide the kind of strong and dynamic leadership found at the top of productive sales organizations. Subjects: Employee training; Sales management Length: 10p 591009 Title: NASA After Challenger: Restoring an Image Author(s): Greyser, Stephen A.; Klein, Norman Publication Date: 08/30/1990 Product Type: Case (Library) Abstract: In the days following the loss of the space shuttle Challenger and its crew in January of 1986, NASA officials were unwilling to communicate with the media or the public. A siege mentality
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took hold, and the press and public responded with intense criticism and inquiry. The case describes NASA's harmonious relationship with the media before Challenger, and the many obstacles William Sheehan faced when he stepped in to attempt to restore NASA's image and relationship with the media after Challenger. The issues include the special problems faced by a public institution with a history of poor internal communication, and the compounded difficulties of attempting to create effective internal policy while also trying to restore credibility with the media and deal with investigative probes. Geographic Setting: United States Industry Setting: Government & regulatory Company Size: large Subjects: Aerospace industry; Government agencies; Management communication; Management of crises; Public relations Length: 18p 599039 Title: The NFL-Network Television Contracts, 1998-2005 Author(s): Greyser, Stephen A. Publication Date: 06/17/1999 Revision Date: 08/12/2004 Product Type: Case (Field) Abstract: The National Football League (NFL) is negotiating its next round of national television contracts with its broadcast and cable TV partners. The revenues from these contracts constitute a major source of income for the individual NFL teams. The case provides information on the history of the NFL on television, TV ratings for major sports, TV rights fees for major sports (including the recent new NBA TV contract), and the current contract with each broadcast partner. Ideas proposed to the NFL by rights-holders and rights-seekers are also included. Geographic Setting: United States Industry Setting: Professional sports teams & organizations Subjects: Broadcasting industry; Consumer marketing; Negotiations; Sports Length: 20p 599024 Title: NHL--1998: "The Coolest Game in Nagano" Author(s): Greyser, Stephen A.; Goldman, Kirk Publication Date: 12/13/1998 Product Type: Case (Library) Abstract: Explores the National Hockey League's participation in the 1998 Winter Olympics, for which a "winter break" was taken from the regular schedule. The benefits and risks associated with the
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NHL's Olympic participation are one specific focus. In addition, the case address fan development and league growth, including franchise expansion to the U.S. Sun Belt, the role of national television for the NHL, and the impact of Grassroots Programs. May be used with: (599108) The National Hockey League's New Television Contract for 2004 and Beyond; (596059) Marketing the National Hockey League. Geographic Setting: North America Industry Setting: Professional sports teams & organizations; Hockey Subjects: Marketing management; Marketing strategy; Sports Length: 11p 506040 Title: NOK (A) Author(s): Narayandas, Das; Attea, Kate Publication Date: 03/02/2006 Revision Date: 04/26/2006 Product Type: Case (Field) Abstract: Highlights issues that a multidivision firm faces as it moves from managing products for profit to managing customers for profit. Geographic Setting: Japan Industry Setting: Automotive industry Subjects: NO SUBJECTS(KEYWORDS) Length: 21p Supplementary Materials: Supplement (Field), (506041), 5p, by Das Narayandas, Akiko Kanno Year New: 2006 506041 Title: NOK (B) Author(s): Narayandas, Das; Kanno, Akiko Publication Date: 03/02/2006 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. Must be used with: (506040) NOK (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Year New: 2006 502031 Title: NTT DoCoMo: Marketing i-mode Author(s): Moon, Youngme Publication Date: 06/07/2002 Revision Date: 07/17/2002 Product Type: Color Case Abstract: i-mode is a wireless Internet service offered in Japan by NTT DoCoMo. In just three years, the service has won over 30 million subscribers and achieved a 60% share of Japan's mobile Internet market, making it the most successful mobile data service in the world. It is now early 2002 and Keiichi Enoki, managing director of NTT DoCoMo's i-mode service, faces two challenges. On the domestic front, imode must fend off two strong competitors while managing the migration of i-mode's existing customer base to DoCoMo's new 3G (thirdgeneration) wireless service. On the international front, the company must figure out a way to bring the i-mode model to U.S. and European markets, where consumers appear reluctant to adopt the mobile Internet. Geographic Setting: Japan Industry Setting: Telecommunications industry Number of Employees: 18,000 Gross Revenues: $37 billion revenues Subjects: Brands; Innovation; Internet; Japan; Pricing; Product introduction; Product life cycle Length: 25p Supplementary Materials: Teaching Note, (503097), 23p, by Youngme Moon 502034 Title: Naming the Edsel (Condensed) Author(s): Fournier, Susan; Wojnicki, Andrea Publication Date: 11/01/2001 Product Type: Case (Library) Abstract: Reveals the interesting and unusual story behind Ford's selection of "Edsel" as the new brand name for its illfated 1957 new product launch. Noteworthy as perhaps the most extensive, creative, and politically charged naming stories on record. Although both nontraditional approaches to name generation (i.e., correspondence with a popular poet of the time) and more traditional research tools (e.g., consumer surveys exploring top-of-mind brand-name associations and opposites, advertising agency brainstorming) provide input to the naming decision, this is all put aside by the company's chairman of the board, who makes a unilateral decision to use "Edsel" in the final hour. This name choice goes against both consumer research, which suggests problems with the name, and the beliefs of Edsel's sons, who feel that their father may not want his name so utilized, thus revealing the aesthetic quality of the naming decision. May be used with: (500054) Selecting a New Name for Security Capital Pacific Trust; (500055) Claiborne Asks Web Surfers to Name New Line; (501007) Renaming Computer Power Group. Geographic Setting: United States Industry Setting: Automotive industry Event Year Start: 1957 Event Year End: 1957 Subjects: Automobiles; Brand equity; Brands; Marketing strategy; Product introduction
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Length: 8p Supplementary Materials: Teaching Note, (502029), 29p, by Susan Fournier, Laura Winig, Andrea Wojnicki, Eric A. Yorkston; Teaching Note, (502064), 29p, by Susan Fournier, Laura Winig, Andrea Wojnicki, Eric A. Yorkston 503S67 Title: Naming the Edsel (Condensed), Spanish Version Author(s): Fournier, Susan; Wojnicki, Andrea Publication Date: 11/01/2001 Product Type: LACC Case Abstract: The interesting and unusual story behind Ford's selection of "Edsel" as the new brand name for its ill-fated 1957 new product launch is revealed. It is noteworthy as perhaps the most extensive, creative, and politically charged naming stories on record. Although both nontraditional approaches to name generation and more traditional research tools provide input to the naming decision, this is all put aside by the company's chairman of the board, who makes a unilateral decision to use "Edsel" in the final hour. This name choice goes against both consumer research, which suggests problems with the name, and the beliefs of Edsel's sons, who feel that their father may not want his name so utilized, thus revealing the aesthetic quality of the naming decision. Pays particular attention to the role of the consumer in name-generation and selection decision and explores a range of sometimes unusual namegeneration techniques. Also makes salient the aesthetic and political aspects of the naming decision, which are part and parcel to the task. Most effectively used as part of a multicase collection on brand naming such that the range of strategies, tactics, issues, and trade-offs involved in naming the brand can be revealed. Geographic Setting: United States Industry Setting: Automotive industry Event Year Start: 1957 Event Year End: 1957 Subjects: Automobiles; Brand equity; Brands; Marketing strategy; Product introduction Length: 8p 591019 Title: National Aeronautics and Space Administration (NASA) Author(s): Rangan, V. Kasturi; Russell S Publication Date: 09/14/1990 Revision Date: 11/26/1991 Product Type: Case (Field) Abstract: Describes the evolution of the U.S. space program from its inception in 1957 until 1989. After the thrilling
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success of the Apollo program and manned missions to the moon, NASA in 1989 appears to be in search of a direction. Meanwhile, global competition has slowly caught up with NASA, making the goal setting task even more challenging. Geographic Setting: United States Industry Setting: Government & regulatory Company Size: large Gross Revenues: $15 billion revenues Subjects: Goal setting; Government agencies; Market segmentation; Marketing planning Length: 21p 599069 Title: National Aids Fund Author(s): Dolan, Robert J. Publication Date: 12/09/1998 Product Type: Case (Library) Abstract: The co-sponsorship of a tennis event by the National AFDS Foundation and Philip Morris is described. Geographic Setting: United States Subjects: Business & society; Ethics; Marketing management Length: 1p 579019 Title: National Central Bank Author(s): Shapiro, Benson P.; Cline, Craig E. Publication Date: 08/01/1978 Revision Date: 10/01/1978 Product Type: Case (Field) Abstract: National Central Bank was a large commercial bank operating in five contiguous counties in central Pennsylvania. Its cash management program, which was created to respond to competitive pressures in 1975, has had disappointing sales in four of the bank's five regions. In 1978, Mr. Orme, the developer of the bank's basic cash management program, was assigned to develop a plan of action for improving the program's performance in the four problem regions. His assessment of the program's problems is clouded by organizational issues within the bank. Geographic Setting: Lancaster, PA Industry Setting: Commercial banking Company Size: large Gross Revenues: $1 billion assets Subjects: Banking; Commercial banking; Financial services; Industrial markets; Marketing strategy; Pricing strategy Length: 32p Supplementary Materials: Teaching Note, (583148), 27p, by Thomas V. Bonoma 583151 Title: National Chemical Corp.: TigerTread Author(s): Cardozo, Richard N. Publication Date: 04/29/1983 Product Type: Case (Gen Exp) Abstract: A large chemical company has developed a novel industrial maintenance item, for which a marketing program and budget must be prepared. Case requires students to forecast demand at end-user and industrial customer levels to identify elements of the marketing mix, and to prepare a plan and budget. Geographic Setting: United States Industry Setting: Chemical industry Company Size: large Subjects: Forecasting; Industrial markets; Marketing mixes; Marketing planning; Pricing; Sales promotions; Tire industry Length: 3p 584040 Title: National Electric Supply Co. Author(s): Albion, Mark S. Publication Date: 09/21/1983 Revision Date: 07/03/1985 Product Type: Case (Field) Abstract: National Electric Supply Co. (NESCO), the second largest electrical distributor, was evaluating the results of the change in the structure of its distribution network in the New England district. A daily trucking system allowed district branches to share inventory. The system was expected to reduce inventory investment and increase warehouse sales and margins, but early results were disappointing. Objectives: introduce students to issues in physical distribution, improve understanding of the opportunities and risks associated with the introduction of computerassisted operating procedures, and reinforce the interdependence between operations and marketing. Geographic Setting: New England Industry Setting: Electric power Company Size: large Gross Revenues: $800 million sales Subjects: Distribution; Electric industries; Industrial markets; Inventory management; Operating systems Length: 23p Supplementary Materials: Teaching Note, (585037), 19p, by Mark S. Albion; Teaching Note, (585120), 17p, by Robert J. Dolan 599108 Title: The National Hockey League's New Television Contract for 2004 and Beyond Author(s): Greyser, Stephen A.; Smyth, Elizabeth E. Publication Date: 06/25/1999 Revision Date: 08/13/2004 Product Type: Case (Library)
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Abstract: The National Hockey League (NHL) has negotiated a new television contract at record rights-fee levels for hockey. The NHL will be shifting its principal television partner from Fox to ESPN/ABC. Students are asked to analyze the current and future contracts in terms of revenue yield and visibility. The case also raises continuing questions about the roles of a sports league's television partner--especially in fan development. May be used with: (599024) NHL--1998: "The Coolest Game in Nagano". Geographic Setting: United States Industry Setting: Sports industry Subjects: Consumer marketing; Contracts; Sports Length: 4p 581055 Title: National Mine Service Co. (A) Author(s): Bonoma, Thomas V. Publication Date: 11/01/1980 Revision Date: 06/01/1981 Product Type: Case (Field) Abstract: National Mine Service Co. (A)(C) raise marketing implementation issues in the design, introduction, and promotion of a new underground mining machine. The (A) case describes the coal industry and company background, the competitive environment, and company organization. The series is designed to permit instructors to use either (A) and (B); (A) and (C); or (A), (B), and (C) in the classroom. Geographic Setting: United States Industry Setting: Coal Gross Revenues: $127 millions sales Subjects: Business conditions; Industrial markets; Industry analysis; Machinery; Marketing implementation; Mining; Product development Length: 21p Supplementary Materials: Teaching Note, (583131), 13p, by Thomas V. Bonoma 581056 Title: National Mine Service Co. (B) Author(s): Bonoma, Thomas V. Publication Date: 11/01/1980 Revision Date: 06/01/1981 Product Type: Case (Field) Abstract: Raises issues in the implementation of industrial new product design and introduction. Issues of the organization, allocation, control, and behavior of a new product design group are raised as a semi-custom new product, the 2460 continous miner, is brought to market. Intrafirm conflicts (and cooperation) between the design function, manufacturing, sales and top management are illustrated. Geographic Setting: United States Industry Setting: Coal
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Gross Revenues: $127 million sales Subjects: Industrial markets; Machinery; Marketing implementation; Mining; Operations management; Product development; Resource allocation Length: 21p Supplementary Materials: Teaching Note, (583131), 13p, by Thomas V. Bonoma 581057 Title: National Mine Service Co. (C) Author(s): Bonoma, Thomas V. Publication Date: 11/01/1980 Product Type: Case (Field) Abstract: Presents the company's coordinated market communications program (personal selling, trade show exhibition, mail, advertising) for the 2460 mining machine. Raises issues of allocating and measuring the effectiveness of dollars expended on each of these programs, but especially on a quadriennial trade exposition. Geographic Setting: United States Industry Setting: Coal Gross Revenues: $127 million sales Subjects: Industrial markets; Machinery; Marketing implementation; Mining; Operations management; Product development; Resource allocation Length: 25p Supplementary Materials: Teaching Note, (583132), 12p, by Thomas V. Bonoma 589055 Title: National Pork Producers Council: "Pork--The Other White Meat" Campaign Author(s): Greyser, Stephen A.; Teopaco, John L. Publication Date: 10/20/1988 Product Type: Case (Field) Abstract: Senior marketing executives of a national food commodity council are evaluating the initial results of a new advertising campaign aimed at increasing consumer demand for fresh pork. They are deciding on whether (and what) strategic modifications are necessary for the upcoming year. The new campaign involves a substantial increase in marketing expenditures and a dramatic new positioning of pork as "the other white meat." Major issues include: the role of advertising in increasing demand for a food commodity product, the effectiveness of "repositioning" to change consumers' nutritional perceptions, and evaluation of the development and results of an advertising campaign. Geographic Setting: United States Industry Setting: Food industry Company Size: large Subjects: Advertising campaigns; Agriculture; Commodity markets; Food; Product positioning Length: 63p 7861BC Title: Nations: No Quick Fix--Applying Marketing Concepts to How They Compete Author(s): Quelch, John A.; Jocz, Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: Nation-states compete with one another in the global economy for a variety of resources, including consumers and skilled workers. In the political realm, they compete for influence and favorable global attention. Success on both fronts require nationstates to market themselves much the same way as do the best companies. In addition, democracy and economic development are closely associated-sustainable development benefits from an active civil society marked by high levels of citizen engagement. In this respect, participation in marketing systems fosters traits that are valuable for countries' economic and political development. Subjects: NO SUBJECTS(KEYWORDS) Length: 31p List Price: $6.95 584008 Title: Nature of Marketing Practice: Contributions from the Literature, Textual Note 7 Author(s): Bonoma, Thomas V. Publication Date: 07/07/1983 Product Type: Note Abstract: Introduces the nature and the processes of the effective implementation of marketing to the students in the Marketing Implementation course. The reciprocal cause and effect relation between strategy and implementation is explored. Focuses on a review of the existing literature from marketing, administration, and psychology to reveal what is and what is not known about good practice in marketing. Subjects: Marketing implementation; Marketing strategy Length: 36p 2073 Title: Natureview Farm Author(s): Fleming, Karen Martinsen Publication Date: 06/07/2007 Product Type: Case Abstract: Explores channel management issues in the U.S. food industry. Natureview Farm, a Vermontbased producer of organic yogurt with $13 million in revenues, is the leading national yogurt brand (24% market share) sold into natural foods stores. It
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has achieved this through its special yogurt manufacturing process and through cultivating personal relationships with dairy buyers in the natural foods channel. Set in 2000, when the company faces financial pressure to grow revenues to $20 million by the end of 2001 due to a planned exit by its venture capital investors. The immediate decision point that the protagonist, Natureview's vice president of marketing, faces is whether to achieve this revenue growth by expanding into the supermarket channel. Geographic Setting: New England Industry Setting: Dairy industry; Food industry Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Supplementary Materials: Teaching Note, (2074), 27p, by Karen Martinsen Fleming, Greg Bonner, Indra Reinbergs; Supplement (Spreadsheet), (2285), 1p, by Karen Martinsen Fleming Year New: 2007 505031 Title: Nectar: Making Loyalty Pay Author(s): Deighton, John Publication Date: 12/02/2004 Revision Date: 12/05/2005 Product Type: Case (Field) Abstract: Loyalty Management UK (LMUK) manages British supermarket chain Sainsbury's frequent-shopper card program, called Nectar. LMUK uses Sainsbury's sponsorship as the magnet to attract other retailers into a profitable, multisponsor loyalty network. Examines the economics and consumer behavior of retail loyalty programs and allows comparison of the brand-building power of a single-sponsor program to the promotional power of a multisponsor program. Describes the launch of the program and its first 18 months of growth, at the end of which it is the largest loyalty program in Britain. Illustrates the use of the program to deliver customer-specific promotions to the 13.5 million-member database and how the program evaluates the success or failure of specific promotions. Geographic Setting: Great Britain Industry Setting: Retail industry Number of Employees: 200 Gross Revenues: $130 million British pounds revenue Event Year Start: 2003 Event Year End: 2004 Subjects: Communication; Consumer marketing; Customer relations; Customer retention; Direct marketing; Loyalty; Market segmentation; Retailing; United Kingdom Length: 14p Supplementary Materials: Teaching
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Note, (506048), 7p, by John Deighton Year New: 2005 88605 Title: Negotiating with a Customer You Can't Afford to Lose Author(s): Keiser, Thomas C. Publication Date: 11/01/1988 Product Type: Harvard Business Review Article Abstract: When a customer turns combative during a negotiation, it is important to avoid confrontation or compromise. Instead, a salesperson should lure the customer into a search for creative solutions to tough problems. To do this, salespeople should: 1) increase their variables and know their walkaway, because the more options, the greater the chances of success; 2) keep aggressive customers talking and listen for valuable information about the customer's business; 3) pause often and summarize the progress to reassure the customer; 4) assert their own company's needs to prevent making concessions; 5) try to make the customer commit to a full solution that works for both partners; 6) save the hardest issues for last; 7) start high, concede slowly, and know the value of every concession; and 8) avoid giving in to emotional blackmail and always refuse to fight. Subjects: Customer relations; Negotiations; Sales strategy Length: 5p 91A022 Title: Neilson Crispy Crunch Author(s): Hulland, John S. Publication Date: 12/20/1991 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Norm Williams, group product manager with William Neilson Ltd., must decide in mid-1988 how to reposition the company's "Crispy Crunch" chocolate bar. He must also decide how to most effectively communicate the bar's new positioning through advertising. Geographic Setting: Canada Industry Setting: Advertising industry; Food industry Company Size: large Subjects: Advertising; Advertising strategy; Canada; Food; Market segmentation; Marketing mixes; Product positioning Length: 8p 599098 Title: Neiman Marcus (A) Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 01/26/1998 Revision Date: 09/26/2000 Product Type: Case (Field) Abstract: The management of Neiman Marcus, a highly successful luxury goods retailer, is considering ways to grow the business and continue to return in excess of 15% on capital. Among the options on the table is a jewelry store concept called The Galleries. Geographic Setting: Dallas, TX; United States Industry Setting: Accessories industry; Apparel industry; Fashion industry; Retail industry Gross Revenues: $2.5 billion revenues Subjects: Brands; Consumer marketing; Distribution channels; Merchandising; Retailing Length: 27p Supplementary Materials: Supplement (Field), (599099), 4p, by V. Kasturi Rangan, Marie Bell; Teaching Note, (599129), 11p, by V. Kasturi Rangan, Marie Bell 599099 Title: Neiman Marcus (B) Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 02/11/1999 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (599098) Neiman Marcus (A). Geographic Setting: Cleveland, OH; Phoenix, AZ Industry Setting: Merchandising; Retail industry Subjects: Brands; Consumer marketing; Distribution channels; Merchandising; Retailing Length: 4p 580118 Title: Nestle Alimentana S.A. -- Infant Formula Author(s): Malone, Claudine B.; Harrison, Neil Publication Date: 04/01/1980 Revision Date: 09/08/1981 Product Type: Case (Library) Abstract: The new vice president of infant and dietetic products of Nestle Alimentana S.A. has to make recommendations on the company's marketing programs for its infant formulas in developing countries. The U.S. subsidiary is currently the target of a consumer boycott because of the company's current and historical marketing programs. Introduces the question of using Western marketing techniques in the Third World, the problems of distributor control, and potential product misuse because of consumer poverty and ignorance. Provides a summary of the industry's evolution and a chronology of the controversy. Recommended: "Family
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Planning, Infant Mortality and Malnutrition," by E. Haubold, Swiss Review of World Affairs, March 1979. Industry Setting: Infant formula Company Size: large Gross Revenues: $12 billion sales Subjects: Advertising; Boycotts; Consumer marketing; Developing countries; Distribution planning; Food; International marketing; Marketing strategy Length: 43p IES035 Title: The Nestle Buitoni Case Story: The House That Mamma Built Author(s): Joachimsthaler, Erich; Hickman, Edward Publication Date: 01/01/1994 Revision Date: 02/01/1997 Product Type: Case (Field) Publisher: IESE Business School Abstract: After Nestle acquired Buitoni in 1988, it decided to make pasta and Italian food a core part of its overall food strategy with the aim of making Buitoni the leading brand of authentic Italian food worldwide. This case provides historical data on Buitoni leading up to its acquisition in 1988. And it provides a detailed account of Nestle's marketing decisions regarding Buitoni thereafter. Specifically, the case provides information as to how Nestle has constructed the Casa Buitoni Club in the United Kingdom. This experiment is likely to have a major impact on the whole of Nestle's marketing strategy because it is an attempt to build a brand on the basis of a one-to-one relationship with the consumer. The aim is to bypass both the retailer and all forms of mass communication and talk directly to the customer. The aim is also to make customers experience warmth and empathy for the brand and to try to encourage brand loyalty by building a sense of belonging and ownership. Geographic Setting: Europe Industry Setting: Food industry Company Size: large Subjects: Brands; Europe; Food; Globalization; International marketing; Loyalty; Multinational corporations Length: 14p 506S04 Title: Nestle Italy, Spanish Version Author(s): Quelch, John A.; Costabile, Michele Publication Date: 12/22/1992 Product Type: LACC Case Abstract: Nestle Italy marketing executives are considering options for increasing the sales and market share of Nescafe instant coffee. Forty years after being introduced, Nescafe still has a market share of only one percent.
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Geographic Setting: Italy Industry Setting: Coffee Gross Revenues: $1 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 17p 593009 Title: Nestle Italy Author(s): Quelch, John A.; Costabile, Michele Publication Date: 12/22/1992 Product Type: Case (Field) Abstract: Nestle Italy marketing executives are considering options for increasing the sales and market share of Nescafe instant coffee. Forty years after being introduced, Nescafe still has a market share of only one percent. Geographic Setting: Italy Industry Setting: Coffee Company Size: large Gross Revenues: $1 billion revenues Subjects: Advertising; Consumer marketing; Food; Italy; Product management; Product positioning; Strategy formulation Length: 17p Supplementary Materials: Teaching Note, (594085), 11p, by John A. Quelch 503S11 Title: Nestle Refrigerated Foods: Contadina Pasta & Pizza (A), Spanish Version Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 10/28/1994 Revision Date: 01/30/1997 Product Type: LACC Case Abstract: Nestle's Refrigerated Foods Division has very successfully launched its Contadina brand pasta and sauces. The new product has achieved nearly $100 million in sales in three years. The division is now considering an extension into the pizza line. This case provides a detailed look at the use of simulated test markets to forecast a new product's potential. Geographic Setting: United States Industry Setting: Food industry Gross Revenues: $150 million revenues Subjects: Brands; Consumer marketing; Food; Market research; New product marketing Length: 37p Supplementary Materials: LACC Supplement, (503S64), 4p, by V. Kasturi Rangan, Marie Bell 595035 Title: Nestle Refrigerated Foods: Contadina Pasta & Pizza (A) Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 10/28/1994 Revision Date: 01/30/1997 Product Type: Case (Field) Abstract: Nestle Co.'s Refrigerated Foods Division has very successfully launched its Contadina brand pasta and sauces. The new product has achieved nearly $100 million in sales in three years. The division now considers an extension into the pizza line. This case provides a detailed look at the use of simulated test markets to forecast a new product's potential. Geographic Setting: United States Industry Setting: Food industry Gross Revenues: $150 million revenues Subjects: Brands; Consumer marketing; Food; Market research; New product marketing Length: 36p Supplementary Materials: Supplement (Field), (596068), 4p, by V. Kasturi Rangan, Marie Bell; Teaching Note, (596009), 11p, by V. Kasturi Rangan, Marie Bell BESTSELLER 596068 Title: Nestle Refrigerated Foods: Contadina Pasta & Pizza (B) Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 10/13/1995 Revision Date: 11/30/1995 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (595035) Nestle Refrigerated Foods: Contadina Pasta & Pizza (A). Industry Setting: Food industry Subjects: Brands; Consumer marketing; Food; Market research; New product marketing Length: 4p 9-506-S19 Title: Nestle S.A.: International Marketing (A), Spanish Version Author(s): Quelch, John A.; Hoff, Edward J. Publication Date: 09/24/1984 Revision Date: 09/21/1993 Product Type: LACC Case Abstract: A senior manager at Nestle's headquarters is reviewing the role of the central marketing staff with respect to Nestle's operating companies around the world. Two specific examples of the role of the central staff in guiding the advertising and packaging decisions of the operating companies are presented. Industry Setting: Food industry Gross Revenues: $14 billion sales Subjects: NO SUBJECTS(KEYWORDS) Length: 32p
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585013 Title: Nestle S.A.: International Marketing (A) Author(s): Quelch, John A.; Hoff, Edward J. Publication Date: 09/24/1984 Revision Date: 09/21/1993 Product Type: Case (Field) Abstract: A senior manager at Nestle's headquarters is reviewing the role of the central marketing staff with respect to Nestle's operating companies around the world. Two specific examples of the role of the central staff in guiding the advertising and packaging decisions of the operating companies are presented. May be used with: (594011) Nestle S.A.: International Marketing (B). Industry Setting: Food industry Company Size: Fortune 500 Gross Revenues: $14 billion sales Subjects: Advertising; Consumer marketing; Food; International marketing; Marketing organization; Operations management; Packaging Length: 29p Supplementary Materials: Teaching Note, (587017), 13p, by John A. Quelch 594011 Title: Nestle S.A.: International Marketing (B) Author(s): Quelch, John A. Publication Date: 08/23/1993 Product Type: Case (Field) Abstract: Describes organization changes announced by Nestle's chariman in 1991 and updates the description of Nestle's marketing organization. May be used with: (585013) Nestle S.A.: International Marketing (A). Geographic Setting: Switzerland Industry Setting: Food industry Company Size: Fortune 500 Number of Employees: 200,000 Gross Revenues: $30 billion sales Subjects: Advertising; Consumer marketing; Food; International marketing; Marketing organization; Operations management; Packaging Length: 5p Supplementary Materials: Teaching Note, (598101), 3p, by John A. Quelch 596074 Title: Nestle and the Twenty-First Century Author(s): Goldberg, Ray A.; Ashcroft, Elizabeth Publication Date: 12/04/1995 Revision Date: 03/18/1996 Product Type: Case (Field) Abstract: A leading food company rethinks its future in the global food system by major geographical areas. Geographic Setting: Global Industry Setting: Food industry
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Number of Employees: 200,000 Gross Revenues: $45 billion revenues Subjects: Agribusiness; Food Length: 43p 509001 Title: Nestle in 2008 Author(s): Bell, David E.; Shelman, Mary Publication Date: 11/07/2008 Product Type: Case (Field) Abstract: In April 2008, Paul Bulcke took over as CEO of the world's largest food and beverage company. His predecessor, Peter Brabeck, had delivered 12 years of outstanding results while moving the company towards a new vision of health, nutrition, and wellness. Bulcke's challenge was to swiftly execute the vision and deliver the organic growth and improved margins necessary to meet the "Nestle model." Industry Setting: Agribusiness; Food industry Number of Employees: 275,000 Gross Revenues: $100 Billion Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 37p 500009 Title: Net.Genesis, Inc. Author(s): Dolan, Robert J.; Lal, Rajiv; Fagan, Perry L. Publication Date: 11/15/1999 Product Type: Case (Field) Abstract: Net.Genesis is planning a strategy for the developing Internet market. In particular, it is creating the category of e-business intelligence and striving to be the brand leader in it. Geographic Setting: United States Industry Setting: Software industry Number of Employees: 70 Gross Revenues: $5 million revenues Subjects: Brands; Communication; Internet; Marketing management; Product planning & policy Length: 18p Supplementary Materials: Teaching Note, (501062), 7p, by Robert J. Dolan 500003 Title: Netcentives, Inc. Author(s): Lemon, Katherine N. Publication Date: 12/02/1999 Product Type: Case (Field) Abstract: Netcentives, a company specializing in customer relationship management, is considering adding the Gap as a client in their online incentive program, the ClickRewards network. The first half of the Netcentives case discusses Netcentives' business model and the services that they provide for customers, and also provides some general information about e-commerce and interactive marketing appropriate to the time frame in which the case takes place. Netcentives' strength is in providing its clients with the tools for encouraging customer retention through the ClickRewards network, in which online merchants distribute the Netcentives branded currency, ClickMiles (frequent flier miles) to customers as a reward for desirable shopping behavior. The focus of the second half of the case is on the Gap, a well-known clothing retailer, now venturing into online sales and experienceing a good degree of success in their initial online ventures. The marketing efforts of the company are described, particularly the company's famous advertising campaigns of the late nineties. Of particular importance to the case is the extent to which the Gap has made use of the Internet as a new sales channel. The two pieces of the case--the Netcentives side and the Gap side--work together to set a scenario in which executives at Netcentives must decide whether to partner with the Gap, and if so how that partnership should be formed. Geographic Setting: San Francisco, CA Industry Setting: Internet & online services industries; E-commerce Number of Employees: 223 Gross Revenues: $10 million revenues Subjects: Customer relations; Electronic commerce; Internet; Loyalty; Marketing management; Services Length: 18p 599102 Title: Network Technology and the Role of Intermediaries Author(s): Moon, Youngme Publication Date: 03/17/1999 Revision Date: 01/19/2000 Product Type: Note Abstract: Outlines some of the ways network technology is changing the role of intermediaries in the market. Subjects: Distribution channels; Electronic commerce; Internet Length: 7p 99302 Title: The New Appeal of Private Labels Author(s): Dunne, David; Narasimhan, Chakravarthi Publication Date: 05/01/1999 Product Type: Harvard Business Review Article Abstract: Private-label products are anathema to many consumer goods manufacturers--cheap imitations that undermine margins and weaken product categories. But the growing power and sophistication of retailers has changed that competitive dynamic. Private labels
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now offer a range of opportunities for savvy manufacturers. Perhaps most notable, retailers are working with manufacturers to bring out store brands whose quality matches or even exceeds that of brand-name goods. These premium labels offer better margins than traditional private labels and can serve as a low-risk way for manufacturers to try new product categories. Like "fighter brands," private labels can help a manufacturer preserve market share in a category when it decides to raise the price of its brand-name product. Or a manufacturer in the number-two slot might design its private label to imitate-and take sales from--the market leader in a category. The authors say the risks of producing private labels are often exaggerated. Retailer switching isn't as easy as is often believed, particularly for manufacturers who work closely with retail partners. And manufacturers who set clear priorities can make sure their private-label sales don't distract them from promoting the main brand. The authors warn that different manufacturers will want to go with different private-label strategies. Private labels are likely to make most sense when entry barriers are low, when substantial economies of scale exist, or when the label is a premium line for a category with low price sensitivity. For manufacturers who seek closer ties with retailers, private labels may represent a neglected opportunity. Industry Setting: Consumer products; Retail industry Subjects: Brand management; Brands; Consumer goods; Consumer marketing; Product planning & policy; Product portfolio management; Product positioning; Retailing Length: 6p 501023 Title: The New Beetle Author(s): Lal, Rajiv; Pal, Nilanjana R. Publication Date: 09/11/2000 Revision Date: 09/27/2005 Product Type: Color Case Abstract: Volkswagen of America introduced the New Beetle at the Detroit auto show in January 1998 to rave reviews from the automobile press and industry gurus. Elisabeth Vanzura, marketing director of Volkswagen American had the challenging task of converting this enthusiasm to sales. Her first set of decisions related to the target market selection and positioning of the New Beetle. Includes color exhibits. Geographic Setting: Detroit, MI Industry Setting: Automotive industry Gross Revenues: $8.5 billion revenues Subjects: Automobiles; Consumer behavior; Market selection; Marketing
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strategy; New product marketing Length: 30p Supplementary Materials: Teaching Note, (502088), 14p, by Rajiv Lal; Video, (503802), 10 min, by Rajiv Lal; Case Video, DVD, (503800), 10 min, by Rajiv Lal BESTSELLER 905A14 Title: New Century Brewing: Moonshot Caffeinated Beer Author(s): Robertson, Chris; Wesley, David Publication Date: 08/18/2005 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Discusses the introduction of a completely new beverage to the U.S. market. New Century Brewing, which is owned by one of the founders of Boston Beer Co., is a small brewer that outsources production to third-party brewers. It has two products, a light craft beer sold in upscale shops and restaurants, and a caffeinated beer, which is oriented toward younger drinkers mainly between 21 and 25 years of age. Moonshot, created by the legendary masterbrewer, known as the "father of light beer," became the first caffeinated beer in the world. The company follows a differentiation strategy that attempts to appeal to a small niche of customers traditionally ignored by large brewers. Shortly after the introduction of each of its products, large competitors introduced similar products. Nevertheless, Moonshot has a first-to-market advantage that could potentially be leveraged. Geographic Setting: United States Industry Setting: Beer Event Year Start: 2005 Event Year End: 2005 Subjects: NO SUBJECTS(KEYWORDS) Length: 11p Supplementary Materials: Teaching Note, (805A14), 7p, by Chris Robertson, David Wesley Year New: 2006 64213 Title: New Criteria for Market Segmentation Author(s): Yankelovich, Daniel Publication Date: 03/01/1964 Product Type: Harvard Business Review Article Abstract: While demographic segmentation is a traditional way of analyzing markets, it is only one of many analytic methods. Segmentation analysis allows marketing executives to consider buyer attitudes, motivations, values, patterns of usage, aesthetic preferences, and degree of susceptibility. A discussion of ten markets for consumer and industrial products shows the effect of different modes of nondemographic segmentation and illustrates how segmentation analysis enlarges the scope and depth of a marketer's thinking to include the position of both new and established products. Segmentation analysis provides a significant analysis of the immense diversity of the market and offers an approach for evolving true marketing objectives. Subjects: Market segmentation; Marketing management Length: 8p 86112 Title: New Gold Mines and Minefields in Market Research Author(s): Lodish, Leonard M.; Reibstein, David J. Publication Date: 01/01/1986 Product Type: Harvard Business Review Article Abstract: In consumer packaged-goods industries two advances in data collection have been especially important to marketing research: splitcable technology, - television that allows different advertisements to appear on the same TV program within the same broadcast area, and uniform-productcode scanners - devices that read and register the prices of items as they are checked out in stores. The real potential of the new technology lies in improving marketing decisions, but without the help of an internal support organization of marketing science professionals, it will be difficult for companies to realize the full potential of the data. Subjects: Data processing; Market research; Marketing management; Marketing strategy; Technology Length: 9p F0610C Title: The New Indian Consumer Author(s): Gopal, Ashok; Srinivasan, Rajesh Publication Date: 10/01/2006 Product Type: Harvard Business Review Article Abstract: According to the Gallup Organization, consumerism is becoming a way of life in India. Geographic Setting: India Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Year New: 2006 F0506C Title: New Laws of the Jingle Author(s): Buchanan, Leigh Publication Date: 06/01/2005 Product Type: Harvard Business
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Review Article Abstract: Does the ad jingle have a future? HBR senior editor Leigh Buchanan points out the appeal of simplicity in a complicated age. Industry Setting: Advertising industry Subjects: Innovation Length: 1p Year New: 2005 86116 Title: The New New Product Development Game Author(s): Takeuchi, Hirotaka; Nonaka, Ikujiro Publication Date: 01/01/1986 Product Type: Harvard Business Review Article Abstract: New product development has become fast paced and competitive. Managers need to realize that the traditional, sequential approach to developing new products will not work in the new arena. Instead, they must adopt a more flexible, holistic product development strategy where a development team works as a unit to reach a common goal. Subjects: Marketing management; Product development; Teams Length: 10p 505S07 Title: New Product Commercialization: Common Mistakes, Spanish Version Author(s): Rangan, V. Kasturi; Bartus, Kevin Publication Date: 06/01/1994 Revision Date: 03/06/1995 Product Type: LACC Note Abstract: Addresses the common mistakes made in new product development and launch. Many times customers' and suppliers' perceptions of the degree of product/market innovation do not match. One of them may view the innovations as a "breakthrough," but the other may view it only as an incremental improvement of an existing solution. Such a mismatch will inevitably lead to faculty commercialization. But even if the match is perfect, this note argues that breakthroughs and incremental new products require quite different new product development processes to enable commercial success. Subjects: Industrial markets; Product introduction Length: 13p 594127 Title: New Product Commercialization: Common Mistakes Author(s): Rangan, V. Kasturi; Bartus, Kevin Publication Date: 06/01/1994 Revision Date: 03/06/1995 Product Type: Note
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Abstract: Addresses the common mistakes made in new product development and launch. Many times customers' and suppliers' perceptions of the degree of product/market innovation do not match. One of them may view the innovations as a "breakthrough," but the other may view it only as an incremental improvement of an existing solution. Such a mismatch will inevitably lead to faculty commercialization. But even if the match is perfect, this note argues that breakthroughs and incremental new products require quite different new product development processes to enable commercial success. Subjects: Industrial markets; Product introduction Length: 13p 109AU Title: The New Rules of Marketing, Audio Author(s): Pine, B. Joseph, II; Peppers, Don; Rogers, Martha; McKenna, Regis Publication Date: 08/12/1998 Product Type: HBR Audio Abstract: Absorb essential business insights quickly with these Harvard Business Review articles on audio tape. In Do You Want to Keep Your Customers Forever?, B.J. Pine, II, Don Peppers, and Martha Rogers reveal how technology can help you meet your customers' needs over time. Real-Time Marketing (Regis McKenna), explores how emerging technologies create valuable links with customers, suppliers, and distributors. Subjects: Customer retention; Electronic commerce; Information age; Information economy; Marketing management; Marketing strategy; New economy Length: 71 min List Price: $11.95 R0609H Title: The New Science of Sales Force Productivity Author(s): Ledingham, Dianne; Kovac, Mark; Simon, Heidi Locke Publication Date: 09/01/2006 Product Type: Harvard Business Review Article Abstract: For years, sales managers at many companies have relied on top performers and sheer numbers of sales reps to stay competitive. But while they may have squeaked by on this wingand-a-prayer technique, their sales teams haven't thrived the way they once did. Today's most successful sales leaders are taking a more scientific approach. Savvy managers are reshaping their tactics in response to changing markets. They are reaching out to new customers in innovative ways. And they are increasing productivity by helping the reps they already have make the most of their skills and resources. Leaders who take a scientific approach to sales force effectiveness have learned to use four levers to boost their reps' productivity in a predictable and manageable way. First, they systematically target their firms' offerings, matching the right products with the right customers. Second, they optimize the automation, tools, and procedures at their disposal, providing reps with the support they need to boost sales. Third, they analyze and manage their reps' performance, measuring both internal processes and results to determine their teams' strengths and weaknesses. Fourth, they pay close attention to sales force deployment--how well sales, support, marketing, and delivery resources are matched to customers. These four levers can help sales leaders increase productivity across the board, the authors say, though they have the greatest impact on lower ranked performers. The overall effect of increasing the average sales per employee can be exponential; it means a company won't have to rely on just a few talented individuals to stay competitive. This is especially important because finding and keeping star salespeople is more difficult than ever. What's more, managers who optimize the sales forces they already have can see returns they never thought possible. Geographic Setting: Koreas Industry Setting: Banking industry; Financial services; Rentals Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2006 HKU011 Title: New Technologies, New Markets: The Launch of Hongkong Telecom's Video-on-Demand Author(s): Lovelock, Peter Publication Date: 01/01/1998 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: In March 1998, Hongkong Telecom's Interactive Multimedia Services (IMS) unit launched the world's first commercial Video-on-Demand (VOD) system. Worldwide interest resulted from the implementation of the world's first commercial VOD system--an expensive high-technology service for which consumer demand had yet to be proven--and from the launching of the first generation of interactive television (iTV) systems. In taking the new technology to market, how was IMS to go about generating demand for the
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service, and how could they forecast technological adoption rates in the market? What was the role of the government in regulating the new business environment? And what issues were associated with such large and long-term capital investments? Geographic Setting: Hong Kong Industry Setting: Telecommunications industry; Video industry Subjects: Asia; Business government relations; Capital investments; Forecasting; Market entry; Marketing strategy; Telecommunications Length: 19p Supplementary Materials: Teaching Note, (HKU012), 4p, by Peter Lovelock 75404 Title: New Way to Measure Consumers' Judgments Author(s): Green, Paul E.; Wind, Yoram (Jerry) Publication Date: 07/01/1975 Product Type: Harvard Business Review Article Abstract: A research technique, called conjoint measurement, evaluates consumers' judgments to determine the nature of a product and the available market. This technique is especially useful when choosing between multiattribute products. Studies of various complex product choices illustrate how conjoint measurement indicates customer preference and the number of prospective orders. Conjoint measurement also shows consumers' evaluations of new product formulations; effective packaging, brand name, and promotional copy combinations; pricing and brand alternatives; verbalized descriptions of new products and services; and alternative service designs. Subjects: Market research; Product positioning Length: 10p IES083 Title: New Ways to Answer Old Questions: Conjoint Analysis Takes the Guesswork Out of Pharmaceutical Marketing Decisions Author(s): Joachimsthaler, Erich; Green, Paul Publication Date: 09/01/1993 Product Type: Note Publisher: IESE Business School Abstract: Based on research in the pharmaceutical sector, the authors introduce second-generation developments and refinements of the popular marketing research technique of conjoint analysis. Industry Setting: Pharmaceutical industry Subjects: Market research; Marketing
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management; Models; Pharmaceuticals Length: 9p 81410 Title: New Ways to Reach Your Customers Author(s): Shapiro, Benson P.; Wyman, John Publication Date: 07/01/1981 Product Type: Harvard Business Review Article Abstract: Cost pressures and the need for increased flexibility in marketing programs give rise to new communications approaches that include national account management, demonstration centers, telemarketing, and improved forms of catalog selling. The four major steps for developing an effective program include careful analysis of communications costs, precise specification of communications needs, formulation of a creative and coherent program, and meticulous monitoring of the total system. Subjects: Communication strategy; Marketing management; Marketing strategy Length: 8p 590036 Title: New York Against AIDS (A): The Saatchi & Saatchi Compton Advertising Campaign Author(s): Rangan, V. Kasturi; Karim, Sohel Publication Date: 03/09/1990 Revision Date: 03/20/1992 Product Type: Case (Field) Abstract: Describes the background leading to the development of an advertising campaign to help prevention of AIDS in New York City. The three television networks, however, for various reasons reject the campaign, to the dismay of Saatchi & Saatchi executives. Geographic Setting: New York, NY Industry Setting: Health care industry Subjects: Advertising campaigns; Advertising media; Health; Social enterprise Length: 21p Supplementary Materials: Supplement (Field), (590037), 4p, by V. Kasturi Rangan, Sohel Karim; Teaching Note, (591095), 13p, by V. Kasturi Rangan, Sohel Karim; Case Video, (891504), 8 min, by Saatchi & Saatchi 590037 Title: New York Against AIDS (B): Backlash to the Advertising Campaign Author(s): Rangan, V. Kasturi; Karim, Sohel Publication Date: 03/09/1990 Revision Date: 03/19/1992 Product Type: Supplement (Field) Abstract: Provides a follow-up to the (A) case. Must be used with: (590036) New York Against AIDS (A): The Saatchi & Saatchi Compton Advertising Campaign. Subjects: Advertising campaigns; Advertising media; Health; Social enterprise Length: 4p Supplementary Materials: Teaching Note, (591095), 13p, by V. Kasturi Rangan, Sohel Karim; Case Video, (891504), 8 min, by Saatchi & Saatchi 891504 Title: New York City Against AIDS, Video Author(s): Saatchi & Saatchi Publication Date: 09/28/1990 Product Type: Case Video Abstract: Contains the commercials (advertisements) to counter AIDS in New York City. Must be used with: (590036) New York Against AIDS (A): The Saatchi & Saatchi Compton Advertising Campaign; (590037) New York Against AIDS (B): Backlash to the Advertising Campaign. Subjects: Advertising campaigns; Advertising media; Health; Social enterprise Length: 8 min List Price: $150.00 591051 Title: New York Life Insurance Co.: Pension Department Author(s): Dolan, Robert J. Publication Date: 03/11/1991 Revision Date: 05/01/1991 Product Type: Case (Field) Abstract: Analyzes competition in the pension fund industry. In particular, New York Life must decide whether to compete head-to-head with mutual fund giants by offering record-keeping services or to just continue to focus on selling investment products. Presents the results of market research studies conducted to answer the question. Geographic Setting: United States Industry Setting: Financial services Subjects: Financial services; Market research; Pension funds; Product introduction; Product lines; Sales management; Services Length: 21p Supplementary Materials: Teaching Note, (592082), 11p, by Robert J. Dolan 6726 Title: New and Improved: The Story of Mass Marketing in America (Paperback) Author(s): Tedlow, Richard S. Publication Date: 01/26/1996 Product Type: HBS Press Book Abstract: Featuring a new introduction by the author that considers the impact of technology and the electronic environment, this seminal history of
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mass marketing is an account of how the United States became the world's first and foremost consumer society. Considering the roles of demographic change, advances in transportation and communication, and corporate culture, Tedlow illustrates the dynamics of competition by recounting the epic confrontations between Coke and Pepsi, Ford and GM, A&P and its rivals, and Sears and Montgomery Ward. Industry Setting: Advertising industry; Merchandising; Retail industry Subjects: Advertising; Business history; Consumer marketing; Marketing strategy; Retailing Length: 528p List Price: $17.95 897133 Title: New and Improved: Product Reformulation at General Mills Author(s): Schleifer, Arthur, Jr.; Dininio, Phyllis; Boreth, Craig Publication Date: 04/08/1997 Product Type: Case (Field) Abstract: General Mills' Gold Medal yellow cake failed to meet competitive taste-test standards. As a result, various attempts were made to reformulate the product, ultimately resulting in a response-surface design and analysis. The reformulation that resulted from this experiment resulted in an improved product that surpassed General Mills taste-test standards. Teaching Purpose: Shows how experimental design can be used to guide the product improvement process. Geographic Setting: Minneapolis, MN Industry Setting: Food services Gross Revenues: $150 million revenues Subjects: Food; Market research; Product development; Product management Length: 8p U0007B Title: New-Economy Brand Management Publication Date: 07/01/2000 Product Type: Harvard Management Update Article Abstract: Will the Web bring about the end of brand management? Prognosticators don't agree. But for the time being, the Web is a force that cannot be ignored. It affects brands just as it affects so much else in business today. Depending on how you react to the threats and opportunities that it poses, the Web could either strengthen or undermine your company's brands. Includes the sidebar, "Four (More) Ways to Use the Web to Build a Brand." Subjects: Brand management; Customer relations; Internet; New
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economy Length: 2p List Price: $4.50 576035 Title: Newport Instrument Division Author(s): Shapiro, Benson P.; Bullard E Publication Date: 08/01/1975 Revision Date: 11/01/1975 Product Type: Case (Field) Abstract: A rapidly growing manufacturer of medical instruments is reassessing its distribution strategy. The key issue is, should independent distributors be retained or should a company sales force be used? Geographic Setting: United States Industry Setting: Medical equipment & device industry Company Size: small Gross Revenues: $12 million sales Subjects: Distribution planning; Medical supplies; Sales management Length: 17p Supplementary Materials: Teaching Note, (583110), 9p, by E. Raymond Corey, Benson P. Shapiro U0311F Title: The Next Ideas: Winning the Swing Vote Author(s): Gary, Loren Publication Date: 11/01/2003 Product Type: Harvard Management Update Article Abstract: Marketers can't hit their revenue targets by relying only on the brand loyalists who always buy their products. To succeed, marketers must also win over a portion of the undecided consumers who have little, if any, affinity for their products. The answer may be found in the realm of political campaigns, where strategists have learned valuable lessons in trying to win over swing voters. Subjects: Management philosophy; Marketing strategy; Politics; Strategic market planning Length: 1p List Price: $4.50 NEW IES038 Title: Nike Europe Author(s): Joachimsthaler, Erich; Tugend, Ronit Publication Date: 12/01/1995 Revision Date: 11/01/1996 Product Type: Case (Field) Publisher: IESE Business School Abstract: Describes how Nike fared in Europe, from its initial market entry to the company's efforts of global rationalization. In February 1981, Phil Knight sent one of his top lieutenants, Rob Strasser, to Europe with the brief instruction to "sell shoes." This case study details the strategy of Nike in Europe as it evolved throughout the 1980s. Also describes the significant changes Nike made in the early part of the 1990s to consolidate its European strategy as part of the larger objective of transforming Nike from an American multinational company into a global company. Geographic Setting: Europe Industry Setting: Athletic & outdoor apparel industry; Footwear industry Company Size: large Subjects: Brands; EC single market; Europe; Footwear; Globalization; Market research; Marketing management Length: 13p Supplementary Materials: Teaching Note, (IES039), 7p, by Erich Joachimsthaler 595102 Title: Nike, Inc. in the 1990s (A): New Directions Author(s): Dolan, Robert J. Publication Date: 03/15/1995 Revision Date: 04/25/1995 Product Type: Case (Library) Abstract: Describes the transition of Nike from 1990 to 1993 as it sees major growth opportunities in foreign markets. May be used with: (595103) Nike, Inc. in the 1990s (B): Strategy and Management Changes--1993-94; (598119) Nike, Inc. in the 1990s (C). Geographic Setting: Global Industry Setting: Footwear industry Gross Revenues: $4 billion revenues Subjects: Brands; Footwear; International marketing; New product marketing Length: 8p 595103 Title: Nike, Inc. in the 1990s (B): Strategy and Management Changes-1993-94 Author(s): Dolan, Robert J. Publication Date: 03/15/1995 Revision Date: 04/25/1995 Product Type: Case (Library) Abstract: Describes Nike's performance to 1994 and describes challenges facing the new president and COO, Thomas Clarke. May be used with: (595102) Nike, Inc. in the 1990s (A): New Directions; (598119) Nike, Inc. in the 1990s (C). Geographic Setting: Global Industry Setting: Footwear industry Gross Revenues: $4 billion revenues Subjects: Brands; Footwear; International marketing; New product marketing Length: 5p
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598119 Title: Nike, Inc. in the 1990s (C) Author(s): Quelch, John A. Publication Date: 03/11/1998 Revision Date: 03/03/1999 Product Type: Case (Library) Abstract: In 1998, Nike's earnings and sales growth slowed. Management faced new competition from Adidas. This case asks students to review the various strategies (including diversification into sports equipment) pursued by Nike to resuscitate corporate growth. May be used with: (595103) Nike, Inc. in the 1990s (B): Strategy and Management Changes--1993-94; (595102) Nike, Inc. in the 1990s (A): New Directions. Geographic Setting: United States Industry Setting: Athletic & outdoor apparel industry; Footwear industry Number of Employees: 3,000 Gross Revenues: $9 billion revenues Subjects: Brands; Footwear; International marketing; New product marketing Length: 8p 594120 Title: Nintendo and Its Three Videogame Systems: The Technology and the Business of Fun Author(s): Dhebar, Anirudh Publication Date: 04/25/1994 Revision Date: 07/01/1994 Product Type: Case (Library) Abstract: Chronicles Nintendo's evolution into the leading global videogame system developer and marketer and describes the company's three video-game-systems generations: Nintendo Entertainment System (NES), Game Boy, and Super NES. The three systems are incompatible with each other--the game cartridges of one system cannot be played on the other two systems--and in that sense represent a break with the past. The student's task is to understand the possible reasons for the inter-system incompatibility. Is it, as some have alleged, due to Nintendo's nearmonopoly position? Is it because of technology? Is it because of differences in product use? Or can it be attributed to changes in product users? Geographic Setting: Japan; United States Industry Setting: Videogame Company Size: large Gross Revenues: $4 billion revenues Subjects: Electronics; Product lines; Technological change; Toy industry Length: 20p 901A13 Title: Nintendo: The Launch of Game Boy Color Author(s): Fisher, Robert J.; Ryans,
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Adrian B. Publication Date: 10/29/2001 Revision Date: 02/04/2008 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Nintendo Co. Ltd. is a worldwide leader in the retail video game industry. In 1998, the color version of Nintendo Game Boy would be launched simultaneously in North America and Europe and would be one of Nintendo's most important launches. The president of Nintendo, Canada must develop a marketing plan that would generate the most profit. Geographic Setting: Canada Industry Setting: Electronic test & measurement Company Size: large Subjects: Canada; Marketing management; Marketing mixes; Marketing planning; Marketing strategy; New product marketing Length: 16p Supplementary Materials: Teaching Note, (801A13), 12p, by Robert J. Fisher, Adrian B. Ryans NEW 590018 Title: Nissan Motor Co. Ltd.: Marketing Strategy for the European Market Author(s): Quelch, John A.; Ikeo, Kyoichi Publication Date: 08/25/1989 Revision Date: 11/18/1994 Product Type: Case (Field) Abstract: Nissan executives are reviewing their European marketing strategy in light of the 1992 European Community (EC) market integration program and the likely end of bilateral import quotas on Japanese cars by some EC countries. Having recently established a manufacturing plant in the United Kingdom, Nissan has to decide how to allocate marketing and production resources among the different models in its line. Geographic Setting: Europe Industry Setting: Automotive industry Company Size: large Subjects: Automobiles; Europe; International marketing; Marketing strategy; Product management Length: 23p Supplementary Materials: Teaching Note, (591082), 12p, by John A. Quelch 82302 Title: Nonprofits: Check Your Attention to Customers Author(s): Andreasen, Alan R. Publication Date: 05/01/1982 Product Type: Harvard Business Review Article Abstract: Although directors of successful nonprofit organizations believe their marketing techniques are highly innovative, many actually employ outmoded, product-oriented approaches. Customer-oriented messages broaden clients' appreciation of products or services. To evaluate their orientation, nonprofit managers can score themselves on key indicators regarding: the desirability of products and services, customer motivation, the possibility of overemphasis on promotion, the importance of consumer advertising research, and opportunities for marketing strategy experimentation. Subjects: Customer relations; Market research; Marketing strategy; Nonprofit organizations Length: 6p 582100 Title: North American Philips Lighting Corp.: Project Shopping Cart Author(s): Bonoma, Thomas V.; Carlson, Karen A. Publication Date: 02/04/1982 Revision Date: 11/01/1982 Product Type: Case (Field) Abstract: Mr. John Hayes, marketing director at North American Philips Lighting Corp. (NAPLC), must decide his next steps after the failure of Project Shopping Cart, a program to introduce Norelco brand light bulbs to grocery stores, via novel product packaging, displays, and an extensive trade relations program. The grocery channel traditionally supported only Westinghouse and General Electric bulbs in addition to private label goods, which were produced in high volume by NAPLC. Norelco failed to penetrate the channel except in testing situations. NAPLC remains committed to the retail distribution strategy, however, and feels it must penetrate the branded retail segment or eventually be driven from the business entirely. Geographic Setting: New Jersey Industry Setting: Lighting & lamp Gross Revenues: $30.1 million sales Subjects: Appliances; Distribution; Distribution planning; Implementation; Marketing strategy; Merchandising; New product marketing; Packaging Length: 20p Supplementary Materials: Teaching Note, (583138), 17p, by Thomas V. Bonoma, Karen A. Carlson M193 Title: North Face: Channel Issues Author(s): Davis, Robert T.; Bestor, Jennifer Publication Date: 01/01/1983 Revision Date: 04/01/1991 Product Type: Case (Field) Publisher: Stanford University
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Abstract: North Face is a privately owned company that designs, manufactures, and sells high-quality equipment and clothing. North Face operates five retail stores and two factory outlets in the San Francisco Bay Area and Seattle. Also, it employs fourteen independent sales representatives who cover ten sales territories in the United States. Their dealers consist of 700 specialty shops in the United States, and they also have dealers in 20 foreign countries. Their marketing strategy has targeted the high end of the market. However, growth over the last few years was only 5%. They are thinking of different ways to increase their growth rate. One idea is to start a new product line of skiwear. Another option is to sell to the lower end of the market. Geographic Setting: San Francisco, CA; Seattle, WA Industry Setting: Recreation Subjects: Clothing; Distribution channels; Marketing strategy; Recreational equipment Length: 37p 95A002 Title: North Pittsburgh Telephone Co. Author(s): Pearce, Michael R. Publication Date: 02/08/1995 Revision Date: 10/06/2000 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: In late fall 1992, Mr. Greg Sloan, marketing supervisor of the North Pittsburgh Telephone Co. (NPT), was wondering what position to take at the next management committee meeting regarding the possible introduction of usage sensitive pricing for NPT's new CLASS service. Greg was responsible for marketing all NPT's network services. NPT was introducing CLASS services January 1, 1993 on a subscription pricing basis, but there was some management support for offering usage sensitive pricing for CLASS features as well. The next meeting would be critical in determining whether to offer usage sensitive pricing and if so, how. Geographic Setting: United States Industry Setting: Communications industry Subjects: Communications industry; Marketing management; Pricing strategy Length: 9p Supplementary Materials: Teaching Note, (895A02), 9p, by Michael R. Pearce 594065 Title: Northern Foods Author(s): Goldberg, Ray A.; Daniels, Donald
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Publication Date: 12/17/1993 Revision Date: 10/04/1994 Product Type: Case (Field) Abstract: Northern Foods, the largest private label food manufacturer in the United Kingdom, started out as a dairy operation and became a major fresh food, private label company supplying Marks and Spencer with fresher private label products and working privately with them on product development. Teaching Purpose: To understand how retailers and private label manufacturers will be working together for their mutual benefit. Geographic Setting: United Kingdom Industry Setting: Food industry; Retail industry Gross Revenues: $3 billion revenues Subjects: Supermarkets; United Kingdom Length: 34p 596063 Title: Northern Telecom (A): AdVantage & DisadVantage Author(s): Dolan, Robert J.; Ryckebusch, Sylvie Publication Date: 11/02/1995 Revision Date: 06/02/1997 Product Type: Case (Field) Abstract: Mike Ennis, general manager of Northern Telecom's Business Products Division, recommends a new solution for replacing Vantage, an unsuccessful product for Northern Telecom. The case documents in detail the voice of the customer. Students are required to discuss the merits of Ennis's proposal. May be used with: (596065) Northern Telecom (C): Norstar Is Born. Geographic Setting: North America Industry Setting: Telecommunications industry Company Size: large Number of Employees: 57,000 Gross Revenues: $8.8 billion revenues Subjects: Canada; Industrial markets; Market research; Product development; Product introduction; Telecommunications Length: 12p 593103 Title: Northern Telecom (A): Greenwich Investment Proposal Author(s): Dolan, Robert J. Publication Date: 04/12/1993 Revision Date: 04/20/1993 Product Type: Case (Field) Abstract: The business products division has developed a business proposal asking for $50 million to fund the creation of a new telephone system for the small business market. The company's last entry into this marketplace lost $70 million. The new product would face 100 competitors in a market believed to be at zero growth rate. Should the investment proposal be accepted? May be used with: (593104) Northern Telecom (B): The Norstar Launch. Geographic Setting: Canada Industry Setting: Telecommunications industry Company Size: large Gross Revenues: $3.4 billion revenues Subjects: Canada; Market research; Product introduction; Telecommunications Length: 13p 594051 Title: Northern Telecom (A): Greenwich Investment Proposal (Condensed) Author(s): Dolan, Robert J. Publication Date: 10/18/1993 Revision Date: 09/15/1994 Product Type: Case (Field) Abstract: The business products division has developed a business proposal asking for $50 million to fund the creation of a new telephone system for the small business market. The company's last entry into this marketplace lost $70 million. The new product would face 100 competitors in a market believed to be at zero growth rate. Should the investment proposal be accepted? May be used with: (593104) Northern Telecom (B): The Norstar Launch. Geographic Setting: Canada Industry Setting: Telecommunications industry Company Size: large Gross Revenues: $3.4 billion revenues Subjects: Canada; Market research; Product introduction; Telecommunications Length: 8p Supplementary Materials: Teaching Note, (595078), 7p, by V. Kasturi Rangan 596064 Title: Northern Telecom (B) Author(s): Dolan, Robert J.; Ryckebusch, Sylvie Publication Date: 02/26/1996 Revision Date: 06/02/1997 Product Type: Case (Field) Abstract: Documents two problems in the product development process of Northern Telecom's new Greenwich key systems product line. These problems are due to the conflicting goals of the marketing, design, and manufacturing groups in the product development team. A rewritten version of an earlier case. Geographic Setting: North America Industry Setting: Telecommunications industry Company Size: Fortune 500 Number of Employees: 57,000
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Gross Revenues: $8.8 billion revenues Subjects: Canada; Industrial markets; Market research; Product introduction; Telecommunications Length: 2p 593104 Title: Northern Telecom (B): The Norstar Launch Author(s): Dolan, Robert J. Publication Date: 04/12/1993 Revision Date: 06/30/1993 Product Type: Case (Field) Abstract: Northern Telecom has spent $50 million to develop a new family of telephone systems for small businesses. The investment proposal was justified on the basis of appreciable market share impact. Now, the project team must develop the appropriate supporting marketing program for the launch of the product in two markets--the United States and Canada. May be used with: (593103) Northern Telecom (A): Greenwich Investment Proposal; (594051) Northern Telecom (A): Greenwich Investment Proposal (Condensed). Geographic Setting: Canada Industry Setting: Telecommunications industry Company Size: large Gross Revenues: $3.4 billion revenues Subjects: Canada; Market research; Product introduction; Telecommunications Length: 27p Supplementary Materials: Teaching Note, (595078), 7p, by V. Kasturi Rangan 596065 Title: Northern Telecom (C): Norstar Is Born Author(s): Dolan, Robert J.; Ryckebusch, Sylvie Publication Date: 11/09/1995 Revision Date: 06/02/1997 Product Type: Case (Field) Abstract: Documents the successful launch of Northern Telecom's Norstar Key Systems product line. A rewritten version of an earlier case. May be used with: (596063) Northern Telecom (A): AdVantage & DisadVantage. Geographic Setting: North America Industry Setting: Telecommunications industry Company Size: large Gross Revenues: $8.8 billion revenues Subjects: Canada; Market research; Product introduction; Telecommunications Length: 12p 573046 Title: Northwestern Mutual Life Insurance Co. (A)
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Author(s): Greyser, Stephen A.; Reece BB Publication Date: 02/20/1973 Revision Date: 06/26/1973 Product Type: Case (Field) Abstract: Company undertakes a complete evaluation of advertising efforts, including objectives, target audience, message, media, and level of spending. Geographic Setting: Milwaukee, WI Industry Setting: Insurance industry Company Size: large Subjects: Advertising; Advertising campaigns; Advertising media; Insurance; Performance measurement Length: 24p 574021 Title: Northwestern Mutual Life Insurance Co. (B) Author(s): Greyser, Stephen A.; Reece BB Publication Date: 08/21/1973 Product Type: Case (Field) Abstract: Company uses group interview results to assist in creative theme development. Creative work is aimed at producing a major new campaign. In addition, company must also evaluate an unusual media buying opportunity. It is necessary to have read Northwestern Mutual Life Insurance Co. (A). Geographic Setting: Wisconsin Industry Setting: Insurance industry Company Size: large Subjects: Advertising; Advertising campaigns; Advertising media; Insurance; Performance measurement Length: 38p 575114 Title: Northwestern Mutual Life Insurance Co. (C) Author(s): Greyser, Stephen A. Publication Date: 05/01/1975 Revision Date: 06/01/1975 Product Type: Case (Field) Abstract: A large but relatively unknown insurance company is launching a new and very expensive advertising campaign. They need a research plan to determine whether the new campaign meets the criteria of maximum effectiveness. Geographic Setting: Milwaukee, WI Industry Setting: Insurance industry Company Size: large Subjects: Advertising; Advertising campaigns; Advertising media; Insurance; Market research Length: 6p F0712H Title: Northwestern Mutual's Ed Zore on Staying Relevant to Customers Author(s): Zore, Ed; Stewart, Thomas A. Publication Date: 12/01/2007 Product Type: Harvard Business Review Article Abstract: Ed Zore is the CEO of Northwestern Mutual, a highly admired 150-year-old insurer. Relevance, not innovation, matters most to customers, he says, and should matter most to companies as well. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2007 570001 Title: Norton Co. (A) Author(s): Corey, E. Raymond; Matthews, William E. Publication Date: 04/01/1970 Revision Date: 12/31/1983 Product Type: Case (Field) Abstract: Introduces the "Norton Plan" designed to halt Norton's declining share of the grinding wheel market. May be used with: (570002) Norton Co. (B). Geographic Setting: United States Industry Setting: Abrasives industry Gross Revenues: $251 million sales Event Year Start: 1965 Event Year End: 1965 Subjects: Distribution channels; Industrial goods; Industrial markets; Market segmentation; Market share Length: 22p Supplementary Materials: Teaching Note, (583111), 11p, by E. Raymond Corey 570002 Title: Norton Co. (B) Author(s): Corey, E. Raymond; Matthews, William E. Publication Date: 05/01/1970 Revision Date: 06/29/1989 Product Type: Case (Field) Abstract: Describes the introduction of the Norton Plan, competitive reactions to the plan, and changes made in the plan up to 1969. May be used with: (570001) Norton Co. (A). Geographic Setting: United States Industry Setting: Abrasives industry Gross Revenues: $324 million sales Event Year End: 1969 Subjects: Competition; Industrial goods; Market segmentation; Market share; Purchasing Length: 12p Supplementary Materials: Teaching Note, (583111), 11p, by E. Raymond Corey 581046 Title: Norton Co.: Polish Contract Author(s): Corey, E. Raymond; Capon, Noel Publication Date: 11/05/1980
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Product Type: Case (Field) Abstract: In 1974 Norton entered into negotiations with Metalexport, a Polish state trading organization, to design and build a bonded abrasives (grinding wheels) plant in Poland. The case describes Norton's policies in marketing its technology and the issues it faced in this instance. Geographic Setting: United States; Poland Industry Setting: Abrasives industry Gross Revenues: $500 million revenues Subjects: Eastern Europe; Industrial markets; Marketing strategy; Multinational corporations; Technology Length: 19p 585140 Title: Norton Co.: The Carbo Conversion Campaign (A) Author(s): Corey, E. Raymond; Carrey B Publication Date: 02/13/1985 Revision Date: 05/31/1989 Product Type: Case (Field) Abstract: Faced with a dramatic competitive development, the sudden exit of a major abrasives supplier, Norton's management needs to determine its response to an expected opportunity to increase market share. The management's perceived options are: 1) go after the majority of Carborundum's distributors, 2) be selective in adding new distributors, 3) attempt to take over Carborundum customers through its (Norton's) own very good distribution system. Having made this strategic choice, Norton managers then face the task of developing an implementation program. May be used with Norton Co.: The Carbo Conversion Campaign (B). Geographic Setting: Worcester, MA Industry Setting: Abrasives industry; Manufacturing industries Company Size: Fortune 500 Subjects: Distribution channels; Distribution planning; Industrial markets; Marketing implementation; Marketing management Length: 17p Supplementary Materials: Teaching Note, (589074), 7p, by E. Raymond Corey 585141 Title: Norton Co.: The Carbo Conversion Campaign (B) Author(s): Corey, E. Raymond; Carrey B Publication Date: 02/13/1985 Revision Date: 10/03/1989 Product Type: Case (Field) Abstract: Describes Norton's strategic moves, its implementation program, and
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the outcomes. May be used with Norton Co.: The Carbo Conversion Campaign (A). Geographic Setting: Worcester, MA Industry Setting: Abrasives industry; Manufacturing industries Company Size: Fortune 500 Subjects: Distribution channels; Distribution planning; Industrial markets; Marketing implementation; Marketing management Length: 23p Supplementary Materials: Teaching Note, (589074), 7p, by E. Raymond Corey 589013 Title: Norton Group PLC: To Be or Not to Be in the Motorcycle Business (A) Author(s): Rangan, V. Kasturi; Skofic, Jon Publication Date: 08/15/1988 Revision Date: 02/10/1992 Product Type: Case (Field) Abstract: Norton, a once famous motorcycle manufacturer, soundly beaten by Japanese competition, turns its attention to developing rotary engines. The company is acquired by Norton Group PLC, which is headed by a dashing entrepreneur. The new management must decide what direction to give the company and what projects to concentrate on, especially since the financial resources at the company's command are limited. Geographic Setting: United Kingdom Industry Setting: Engine industry Company Size: small Gross Revenues: $2 million sales Subjects: Industrial markets; Market selection; Motorcycles; Product planning & policy; Resource allocation; United Kingdom Length: 19p Supplementary Materials: Supplement (Field), (589014), 5p, by V. Kasturi Rangan, Jon Skofic; Teaching Note, (591093), 11p, by V. Kasturi Rangan 589014 Title: Norton Group PLC: To Be or Not to Be in the Motorcycle Business (B) Author(s): Rangan, V. Kasturi; Skofic, Jon Publication Date: 08/17/1988 Revision Date: 01/29/1992 Product Type: Supplement (Field) Abstract: Outlines the decisions taken by the company's management team in response to the challenges posed in Norton Group PLC (A). For each such decision, further data is provided for students to ponder the effectiveness of the action steps undertaken. Must be used with: (589013) Norton Group PLC: To Be or Not to Be in the Motorcycle Business (A). Geographic Setting: United Kingdom Industry Setting: Motorcycle Subjects: Industrial markets; Market selection; Marketing implementation; Motorcycles; Product planning & policy; Resource allocation; United Kingdom Length: 5p Supplementary Materials: Teaching Note, (591093), 11p, by V. Kasturi Rangan 579037 Title: Norton Villiers Triumph Ltd. Author(s): Buzzell, Robert D.; Purkayastha, Dev Publication Date: 09/18/1978 Product Type: Case (Library) Abstract: Summarizes strategy alternatives confronting the United Kingdom motorcycle industry in 1975 as diagnosed in a study by the Boston Consulting Group. Evaluation of these strategy alternatives requires an assessment of consumer behavior, competitive response, and potential return on investment. Financial support by the United Kingdom government would be required to carry out any of the proposals. May be used with Note on the Motorcycle Industry--1975. Geographic Setting: United Kingdom Industry Setting: Motorcycle Company Size: small Gross Revenues: $10 million sales Subjects: Competition; Experience curves; Manufacturing strategy; Marketing management; Motorcycles; Pricing strategy; Strategic planning Length: 22p 579085 Title: Note on Advertising Budgeting Author(s): Farris, Paul W. Publication Date: 10/26/1978 Revision Date: 03/04/1987 Product Type: Note Abstract: Reviews and critiques five general rules of thumb used to set advertising budgets. Industry Setting: Advertising industry Subjects: Advertising; Budgeting Length: 6p 382096 Title: Note on Advertising Effectiveness in the Beer Industry Author(s): Salter, Malcolm S.; Feldman, Lynn Publication Date: 11/30/1987 Product Type: Note Abstract: Presents a summary of research on advertising effectiveness in the beer industry. Industry Setting: Advertising industry Subjects: Advertising; Beverages; Business policy; Cost benefit analysis; Industry analysis; Policy making; Strategy formulation
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599114 Title: Note on Behavioral Pricing Author(s): Gourville, John T. Publication Date: 05/25/1999 Product Type: Note Abstract: The note introduces the behavioral or psychological aspects of consumer price acceptance. Begins by reviewing the traditional economic approach to product pricing and consumer price acceptance--namely, that consumers should be willing to purchase anytime a product's perceived value exceeds price. This purely economic approach questioned, and the concept of transaction "fairness" is introduced as an additional component of consumer price acceptance. Through paired vignettes, the behavioral side to product pricing is explored in some detail. In the end, the traditional economic perspective on product pricing is combined with the behavioral or psychological perspective to provide a more realistic understanding of how consumers respond to a firm's pricing decisions. Subjects: Consumer behavior; Decision making; Marketing management; Marketing strategy; Pricing strategy Length: 12p 578072 Title: Note on Break-Even Analysis in Marketing Author(s): Corey, E. Raymond Publication Date: 10/01/1977 Revision Date: 01/05/1998 Product Type: Note Abstract: Illustrates several types of marketing problems that may be approached using break-even analysis. Should be used as supplemental information, helpful in handling case problems. Subjects: Breakeven analysis; Market analysis Length: 4p 502004 Title: Note on Concept of the Marketing Mix Author(s): Borden NH Jr Publication Date: 06/01/1957 Revision Date: 02/27/1987 Product Type: Note Abstract: An approach to the problem of determining the make-up of a specific marketing program. Subjects: Advertising campaigns; Marketing mixes; Marketing strategy; Product development Length: 3p
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589024 Title: Note on Consumer Goods Marketing--1988 Author(s): Quelch, John A. Publication Date: 08/24/1988 Product Type: Note Abstract: Discusses the environmental challenges facing consumer packaged goods marketing in the late 1980s. Among the topics covered are consumer segmentation, trade power, and the explosion of market research information. Industry Setting: Consumer products Subjects: Consumer goods; Market research Length: 12p 579055 Title: A Note on Consumer Market Segmentation Author(s): Urban, Christine D. Publication Date: 10/01/1978 Product Type: Note Abstract: Introductory note on the concept of market segmentation and its processes. Subjects: Consumer marketing; Market segmentation Length: 7p 501044 Title: Note on Customer Management Author(s): Narayandas, Das Publication Date: 10/12/2000 Revision Date: 12/03/2002 Product Type: Note Abstract: Describes a process for managing customers for profit. Subjects: Customer relations; Marketing management Length: 5p 502073 Title: Note on Customer Management Author(s): Narayandas, Das Publication Date: 06/19/2002 Product Type: Note Abstract: Lays out a framework for the management of customers using examples of forms in a variety of industries. May be used with: (503071) Managing a Customer Relationship over Time; (503081) Monitoring the Health of Customer Relationships. Subjects: Business marketing; Customer relations Length: 56p Year New: 2004 599026 Title: Note on Dedicated Sports Stadium Revenues Author(s): Greyser, Stephen A.; Goldman, Kirk Publication Date: 12/13/1998 Product Type: Note Abstract: An overview of the rapid growth of stadium development in professional sports in the 1990s. The range of special stadium revenue streams is described along with specific examples of stadiums for the Washington Redskins and Carolina Panthers. Subjects: Facilities; Marketing management; Sports Length: 3p 590080 Title: Note on Distribution Costs Author(s): Corey, E. Raymond Publication Date: 01/19/1990 Product Type: Note Abstract: Suggests a typology of industrial distribution cost factors and some ideas about cost behavior. Withdrawn - Use 9-590-067. Subjects: Cost control; Distribution Length: 5p 588001 Title: Note on High-Tech Marketing Failures Author(s): Moriarty, Rowland T., Jr.; Moran, Ursula H. Publication Date: 12/04/1987 Product Type: Note Abstract: Describes several high-tech product failures. Intended to be used with High-Tech vs. Low-Tech Marketing: Where's the Beef? Subjects: High technology products; Industrial markets; Technology Length: 9p 590067 Title: Note on Industrial Distribution Costs Author(s): Corey, E. Raymond Publication Date: 12/03/1989 Product Type: Note Abstract: Develops a typology of industrial distribution cost elements and considers factors affecting cost behavior in moving industrial goods to market through direct salesforces, distributors, and agents. Subjects: Cost control; Distribution Length: 5p 583086 Title: Note on Industrial Marketing Communications Author(s): Cardozo, Richard N. Publication Date: 12/17/1982 Product Type: Note Abstract: Decribes six-step procedure for managing industrial marketing communications, excluding personal selling. Uses stages of organizational buying process to link marketing objectives with communication objectives. Describes simple procedure
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for tying budget size and allocation to multiple communications objectives. Industry Setting: Advertising industry Subjects: Advertising; Advertising campaigns; Advertising strategy; Communication strategy; Industrial markets; Sales promotions Length: 23p 585107 Title: Note on Industry/Market Strategy Author(s): Dolan, Robert J. Publication Date: 09/18/1984 Revision Date: 10/01/1987 Product Type: Note Abstract: Reviews product portfolio techniques such as the Boston Consulting Group's growth-share matrix and the McKinsey business screen. Subjects: Industrial markets; Market selection; Marketing management; Marketing strategy; Product portfolio management; Strategic market planning Length: 17p 505075 Title: Note on Innovation Diffusion: Rogers' Five Factors Author(s): Gourville, John T. Publication Date: 05/03/2005 Revision Date: 04/17/2006 Product Type: Note Abstract: Reviews Everett Rogers' Five Factors of product adoption. These factors help explain why some products diffuse rapidly and some slowly or not at all. May be used with: (502045) Four Products: Predicting Diffusion; (508103) Four Products: Predicting Diffusion (2008). Subjects: Innovation; New product marketing Length: 6p Year New: 2005 589022 Title: Note on Inventory Risk and Soft Goods Merchandising Author(s): Quelch, John A. Publication Date: 08/22/1988 Product Type: Note Abstract: Discusses how inventory risk in soft goods marketing, especially in the marketing of fashion-intense goods, results in a variety of manufacturer merchandising programs which aim to share risk between manufacturer and retailer. Industry Setting: Apparel industry; Merchandising Subjects: Clothing; Inventory management; Merchandising; Risk assessment Length: 8p 578205 Title: Note on Legal Issues and the
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Pricing Process Author(s): Cady, John F. Publication Date: 05/25/1978 Revision Date: 02/27/1987 Product Type: Note Abstract: Describes the legal constraints in the pricing process. Specifically deals with the legal status of horizontal price agreements, vertical price agreements, price discrimination and deceptive pricing. Subjects: Antitrust laws; Ethics; Legal aspects of business; Pricing Length: 12p 589023 Title: Note on Local Marketing Author(s): Quelch, John A. Publication Date: 08/23/1988 Product Type: Note Abstract: Discusses reasons for the emerging importance of local sales promotion and advertising programs in the marketing mixes of national consumer goods markets. The advantages and disadvantages of local marketing, the types of products affected, and the ways in which companies should adjust their organization structures to address local marketing are all discussed. Subjects: Advertising campaigns; Marketing mixes; Sales promotions Length: 15p 503S25 Title: Note on Low-Tech Marketing Math, Spanish Version Author(s): Dolan, Robert J. Publication Date: 12/17/1998 Product Type: LACC Note Abstract: Describes basic calculations useful in marketing analysis, break-even analysis, and price-volume relationships. Subjects: Breakeven analysis; Market research; Marketing management; Pricing; Quantitative analysis Length: 11p 599011 Title: Note on Low-Tech Marketing Math Author(s): Dolan, Robert J. Publication Date: 12/17/1998 Product Type: Note Abstract: Describes basic calculations useful in marketing analysis, break-even analysis, and price-volume relationships. Subjects: Breakeven analysis; Market research; Marketing management; Pricing; Quantitative analysis Length: 9p BESTSELLER 503S72 Title: Note on Market Definition and Segmentation, Spanish Version Author(s): Buzzell, Robert D. Publication Date: 10/01/1978 Revision Date: 02/27/1987 Product Type: LACC Note Abstract: Outlines the problems involved in defining "markets" for purposes of 1) developing competitive strategies, 2) measuring market share, and 3) evaluating the extent of competition. The primary focus is on strategic planning--specifically, the questions of delimiting the served market for a business unit and identifying potential segments within it. Subjects: Competition; Market definition; Market segmentation; Market share; Strategic planning Length: 25p 579083 Title: Note on Market Definition and Segmentation Author(s): Buzzell, Robert D. Publication Date: 10/01/1978 Revision Date: 02/27/1987 Product Type: Note Abstract: Outlines the problems involved in defining "markets" for purposes of 1) developing competitive strategies, 2) measuring market share, and 3) evaluating the extent of competition. The primary focus is on strategic planning--specifically, the questions of delimiting the served market for a business unit and identifying potential segments within it. Subjects: Competition; Market definition; Market segmentation; Market share; Strategic planning Length: 22p 579136 Title: Note on Market and Consumer Research Author(s): Ward, Scott; Reibstein, David J. Publication Date: 01/01/1979 Revision Date: 02/27/1987 Product Type: Note Abstract: Discusses scope of market and consumer research, steps in the research process, and how managers use research in marketing and decisionmaking. Subjects: Advertising strategy; Consumer behavior; Information systems; Market research; Polls & surveys Length: 14p 574082 Title: Note on Marketing Arithmetic and Related Marketing Terms Author(s): Star, Stephen H.; Heskett, James L.; Levitt, Theodore Publication Date: 06/27/1974 Revision Date: 04/29/1983 Product Type: Note Abstract: A basic note to be used at the
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beginning of the introductory marketing course to familiarize students with the arithmetic techniques, concepts, and terms that are typically employed in the analysis of a first year marketing case. Subjects: Case method; Market analysis Length: 7p Supplementary Materials: Supplement (Note), (581143), 4p, by Benson P. Shapiro BESTSELLER 581143 Title: Note on Marketing Arithmetic and Related Marketing Terms, Answers to Exercises Author(s): Shapiro, Benson P. Publication Date: 04/01/1981 Revision Date: 10/14/1982 Product Type: Supplement (Note) Abstract: Supplements the note. Must be used with: (574082) Note on Marketing Arithmetic and Related Marketing Terms. Subjects: Case method; Market analysis Length: 4p 504S13 Title: Note on Marketing Strategy, Spanish Version Author(s): Dolan, Robert J. Publication Date: 10/29/1997 Revision Date: 11/01/2000 Product Type: LACC Note Abstract: Describes the major elements of marketing strategy: the decisions to be made and the underlying analysis to support that decision making. Subjects: Decision making; Marketing strategy Length: 19p 578153 Title: Note on Marketing Strategy Author(s): Wiechmann, Ulrich E. Publication Date: 02/28/1978 Product Type: Note Abstract: Conceptual note on the major variables to consider in formulating a marketing strategy. To be used as supplemental reading. Subjects: Marketing strategy; Strategy formulation Length: 4p 598061 Title: Note on Marketing Strategy Author(s): Dolan, Robert J. Publication Date: 10/29/1997 Revision Date: 11/01/2000 Product Type: Note Abstract: Describes the major elements of marketing strategy: the decisions to be made and the underlying analysis to support that decision making.
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Subjects: Decision making; Marketing strategy Length: 17p BESTSELLER 588025 Title: Note on Marketing and Sales Productivity Systems Author(s): Moriarty, Rowland T., Jr.; Swartz, Gordon Publication Date: 10/08/1987 Product Type: Note Abstract: Describes and analyzes the application of information systems technology to marketing and sales functions and assesses the impact of these "marketing and sales productivity systems." Designed for use as a supplementary reading to accompany Adelie Corp. (A2). May also be used as a stand-alone reading on marketing and sales productivity systems. Subjects: Computer systems; Industrial markets; Marketing information systems; Marketing management; Sales management Length: 21p 597037 Title: Note on Marketing and the Internet Author(s): Deighton, John; Barabino, John; Berkley, Alison Publication Date: 12/03/1996 Revision Date: 07/22/2002 Product Type: Note Abstract: The World Wide Web is new, a comprehensive marketing environment. It is a medium for direct marketing, for retailing and distribution, for the delivery of service and product elements, for marketing research, and even for posting and testing prices. This note explores the features of this environment. It contrasts the web with older, broadcast media and evaluates the web as a medium for doing business. It examines the structure of the industry that is emerging to support marketing on the web. Subjects: Direct marketing; Electronic commerce; Internet; Marketing strategy; World Wide Web Length: 16p 578127 Title: Note on Media Selection Author(s): Farris, Paul W. Publication Date: 01/06/1978 Revision Date: 02/27/1987 Product Type: Note Abstract: Introduces basic concepts of advertising media scheduling. Subjects: Advertising media; Public relations; Scheduling Length: 7p 583112 Title: Note on Organizational Buying Author(s): Cardozo, Richard N. Publication Date: 12/17/1982 Product Type: Note Abstract: Describes organizational buying behavior; provides analytical scheme to predict buying response, to diagnose marketing problems on the basis of buying behavior, and to segment industrial markets. Subjects: Consumer behavior; Industrial markets; Market analysis; Market segmentation; Market selection; Models Length: 18p 587176 Title: Note on Organizing and Controlling Multinational Operations Author(s): Quelch, John A. Publication Date: 05/24/1987 Product Type: Note Abstract: Discusses forces for centralization and decentralization in multinational marketing and whether multinationals should be organized principally by product or by geography. Subjects: Centralization; Decentralization; Marketing organization; Multinational corporations Length: 6p 589039 Title: Note on Pharmaceutical Marketing Practices in the Third World Author(s): Craig NC; Dunlop JA Publication Date: 06/30/1989 Revision Date: 07/17/1990 Product Type: Note Abstract: Review of criticisms of pharmaceutical marketing practices in the Third World, notably: promotional practices, lack of medication, drug profits, dumping, and the testing of drugs. Industry responses to critics and improvements made are also noted. Teaching objectives: 1) to consider the ethics of pharmaceutical marketing (how valid and defensible are the criticisms?); 2) to illustrate pitfalls, opportunities and responsibilities in marketing to developing countries; 3) to confirm the importance of honesty and accuracy in marketing communications; 4) to identify responsibility in product testing and in exporting nonapproved products; 5) to consider the extent of corporate responsibility (to what extent can a societal problem be addressed by business?). May be used with CIBAGEIGY Pharmaceuticals: Pharma International. Industry Setting: Pharmaceutical industry Subjects: Business & society; Corporate responsibility; Developing countries; Ethics; International marketing; Pharmaceuticals; Product
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590032 Title: Note on Pharmaceutical Marketing Practices in the Third World (Edited) Author(s): Smith, N. Craig; Quelch, John A. Publication Date: 02/16/1990 Product Type: Note Abstract: Presents a review of criticism of pharmaceutical marketing practices in the Third World, notably: promotional practices, lack of medication in the Third World, drug profits, dumping, and the testing of drugs. Industry responses to criticism and improvements made are also noted. A rewritten version of an earlier note. Industry Setting: Pharmaceutical industry Subjects: Business & society; Corporate responsibility; Developing countries; Ethics; International marketing; Pharmaceuticals; Product safety Length: 11p 588052 Title: Note on Pretest Market Models Author(s): Dolan, Robert J. Publication Date: 01/07/1988 Product Type: Note Abstract: Describes major pretest market services, i.e., news, LTM, assessor, and bases. Subjects: Models; Product development Length: 23p 580091 Title: Note on Pricing Author(s): Corey, E. Raymond Publication Date: 01/01/1980 Revision Date: 10/30/1984 Product Type: Note Abstract: Intended to serve as a comprehensive overview of pricing strategy. Subjects: Competition; Industrial markets; Pricing; Regulation Length: 14p 582124 Title: Note on Pricing Strategies for Industrial Products Author(s): Corey, E. Raymond Publication Date: 03/16/1982 Revision Date: 01/16/1990 Product Type: Note Abstract: Used as a background reading for a course or course module on pricing, this note describes the several basic parameters relevant for price determination. Provides a conceptual approach to formulating pricing strategy, dealing with such topics as skimming versus penetration pricing, cost analysis for pricing purposes,
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demand elasticity, and price leadership. Subjects: Cost analysis; Demand analysis; Industrial markets; Pricing; Pricing strategy Length: 17p 584121 Title: Note on Protecting Trade Secrets Author(s): Cady, John F.; Glover, Katherine Publication Date: 04/09/1984 Product Type: Note Abstract: Outlines steps to design and implement a corporate program to protect proprietary information. Provides a definition of trade secrets and sample contract agreements designed to protect trade secrets. May be used with Ziptronics, Inc. Subjects: Competition; Contracts; Legal aspects of business; Patents; Technology Length: 22p 594087 Title: Note on Reliability and Attitude Measurement Author(s): Silk, Alvin J. Publication Date: 01/19/1994 Revision Date: 03/07/2000 Product Type: Note Abstract: Provides a brief introduction to the concept of reliability from the field of psychometrics. The formal definition of reliability is developed from the classic error model and then related to two widely used indices of measure reliability, a test-retest correlation and the Cronbach-Alpha statistic. Teaching Purpose: Provides students with an understanding of the meaning of the concept of reliability as a property of fallible measurements derived from interviews, questionnaires, and tests. Subjects: Market research; Polls & surveys; Statistical analysis Length: 12p 595006 Title: Note on Retail Economics Author(s): Bell, David E. Publication Date: 07/11/1994 Revision Date: 05/15/1995 Product Type: Note Abstract: Reviews some elementary statistics on financial ratios that are commonly used to evaluate retailing companies. Industry Setting: Retail industry; Retail industry Subjects: Financial ratios; Marketing strategy; Retailing Length: 11p 595009 Title: Note on Retail Organizations Author(s): Bell, David E. Publication Date: 07/11/1994 Product Type: Note Abstract: Describes a typical organizational structure for retailers and discusses duties of various individuals such as buyer, category manager, etc. Industry Setting: Retail industry Subjects: Organizational structure; Retailing Length: 6p 580042 Title: Note on Retailing Institutions Author(s): Takeuchi, Hirotaka Publication Date: 10/11/1979 Product Type: Note Abstract: Describes the evolution of retail institutions in the past. Then describes the current structure with emphasis on larger-scale retailers. Finally, forecasts future developments in retailing. Industry Setting: Retail industry; Nonstore retailing; Retail industry Subjects: Department stores; Direct marketing; Non-store retailing; Organizational structure; Retailing Length: 12p 188096 Title: Note on Retailing in the United States Author(s): Mead, Melissa; Zack, Michael Publication Date: 01/25/1988 Product Type: Note Abstract: Following a brief discussion of personal consumption motives and retailing approaches that address them, this note analyzes the nature of retailing in terms of its functional elements and the forms that retail establishments take. Concludes with an assessment of current trends in retailing. Industry Setting: Retail industry Subjects: Retailing Length: 19p 589021 Title: Note on Sales Promotion Design Author(s): Quelch, John A. Publication Date: 08/24/1988 Product Type: Note Abstract: Summarizes the results of a clinical research project that investigated influences on managerial sales promotion design decisions at a variety of consumer goods companies. Involvement, inventory risk, and franchise strength are the three principal influences identified. Subjects: Market research; Sales promotions Length: 50p UV0744 Title: A Note on Sizing the Sales Force
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Author(s): Spekman, Robert E.; Kalla, Arya; Kumar, Sameer Publication Date: 08/29/2007 Product Type: Case (Field) Abstract: This note describes several approaches one could employ to size a sales force. It addresses the advantages of each approach as well as the weaknesses. The case entitled "Z Associates: Sizing the Sales Force" provides a real-world example of one company's attempt to select the correct approach, and includes a supplemental Excel file for students. May be used with: (UV0895) ZS Associates: Sales Force Sizing. Subjects: NO SUBJECTS(KEYWORDS) Length: 11p Year New: 2008 593112 Title: Note on Store Location Author(s): Bell, David E. Publication Date: 04/30/1993 Revision Date: 05/24/1994 Product Type: Note Abstract: Reviews some basic issues to be considered in selecting a new location for a retail store. Industry Setting: Retail industry Subjects: Location of industry; Retailing Length: 7p 579223 Title: Note on Strategic Level Decision Making in Oligopoly Author(s): Corey, E. Raymond; Capon, Noel Publication Date: 05/01/1979 Product Type: Note Abstract: Describes strategies for retaining market leadership in an industry characterized as an oligopoly. Subjects: Manufacturing strategy; Market share; Pricing strategy; Strategic market planning; Technology Length: 12p 579168 Title: Note on Types of Retail Stores Author(s): Takeuchi, Hirotaka Publication Date: 03/19/1979 Product Type: Note Abstract: Describes the difference among types of retail outlets such as department stores, discount stores, and general merchandise stores. Industry Setting: Retail industry; Retail industry Subjects: Consumer marketing; Department stores; Retailing Length: 4p 581011 Title: Note on Wholesale Institutions Author(s): Takeuchi, Hirotaka
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Publication Date: 10/03/1980 Product Type: Note Abstract: Describes the various wholesale institutions available and the roles they play. Gives historical trends, current issues, and future outlook. Subjects: Distribution channels; Distribution planning; Wholesaling Length: 20p KEL146 Title: Note on Writing Great Marketing Plans Author(s): Calkins, Timothy Publication Date: 04/01/2006 Product Type: Note Abstract: Marketing plans are critically important tools for marketing executives. If you can't create a strong marketing plan, it is unlikely that you will be successful. Explains why marketing plans are so important and provides a framework for creating a strong marketing plan and keys to success. Geographic Setting: Global; United States Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2006 584029 Title: Note on the Consumer Videotex Industry Author(s): Yip, George S.; Brainard, Caroline P. Publication Date: 08/24/1983 Product Type: Note Abstract: Provides an overview of the consumer videotex industry as of mid1983, emphasizing the United States. Can be used to discuss market evolution and participant strategy in a rapidly changing industry. Industry Setting: Information services; Telecommunications industry Subjects: Competition; Industry structure; Information services; Market structure; Marketing strategy; Telecommunications Length: 36p 585052 Title: Note on the Dishwasher Industry Author(s): Quelch, John A.; Collins NA Publication Date: 03/04/1985 Revision Date: 09/24/1986 Product Type: Note Abstract: Describes the industry performance and prospects, strategies of the major competitors, and market segmentation in the U.S. dishwasher industry. Subjects: Appliances; Consumer marketing; Industry analysis; Market segmentation; Marketing management Length: 21p Supplementary Materials: Teaching Note, (586161), 16p, by John A. Quelch, Cynthia A. Bates; Teaching Note, (586161), 16p, by John A. Quelch, Cynthia A. Bates 586040 Title: Note on the Disk Drive Industry-1985 Author(s): Cespedes, Frank V. Publication Date: 08/20/1985 Product Type: Note Abstract: During its relatively short history, marketing strategies and tactics in the disk drive industry have changed significantly. This note provides a historical overview of the industry and its structure as of mid-1985, with an emphasis on the customers, channels and competitive trends that help to determine the key marketing requirements facing disk drive firms. Among other topics, the note allows a discussion of distribution strategy and management in a high-growth, technologically turbulent industry, as well as a discussion of product policy and marketing strategy in a hi-tech context. Industry Setting: Computer industry Subjects: Computer industry; Distribution channels; Industry analysis; Marketing implementation; Marketing management; Marketing strategy Length: 23p 579185 Title: Note on the Microwave Oven Industry Author(s): Buzzell, Robert D.; Wiersema, Frederik D. Publication Date: 03/01/1979 Revision Date: 06/01/1983 Product Type: Note Abstract: Describes the U.S. consumer market for microwave cooking products in 1978. A slowdown in market growth presents several strategy issues for industry participants. May be used with: (579182) Amana Microwave Ovens. Industry Setting: Consumer products Subjects: Appliances; Competition; Consumer goods; Growth strategy; Marketing strategy Length: 23p Supplementary Materials: Teaching Note, (585127), 7p, by Robert D. Buzzell IES082 Title: A Note on the Organizational Implications of Globalization Author(s): Joachimsthaler, Erich; Helmstein, Martin; Leppanen, Rolf Publication Date: 03/01/1993 Product Type: Note Publisher: IESE Business School Abstract: As a result of recent changes in the global socio-economic environment and technological advances, managers of many large firms
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see an opportunity for increased integration and coordination of their businesses. This phenomenon is called globalization. The latest theories and ideas relating to the globalization of business are discussed and applied through a comparison of four corporations that operate on a worldwide basis. The comparison looks at how these firms have acted with respect to the development of more capable and well-informed managers operating in organizations which are having to become increasingly dynamic and flexible in response to the changing business environment. The four companies are Asea Brown Boveri (ABB), General Electric (GE) of the United States, Japan's Hitachi, and Siemens of Germany. Subjects: Alliances; Decentralization; Globalization; Multinational corporations; Organization Length: 21p 584092 Title: Note on the Personal Computer Industry (January 1983) Author(s): Quelch, John A.; Collins NA Publication Date: 03/23/1984 Product Type: Note Abstract: Presents a summary and analysis of the key developments that occurred in the U.S. personal computer market during 1982. Includes market size, share, and advertising figures. As an option, can be used with Rainbow Systems, Inc. (A) to provide students with a more thorough understanding of this mercurial industry. Industry Setting: Computer industry Subjects: Competition; Computer industry; Distribution channels; High technology products; Market analysis; Market segmentation Length: 39p Supplementary Materials: Supplement (Note), (585077), 4p, by John A. Quelch,
598148 Title: Note on the Retailing Industry Author(s): Bell, David E.; Leamon, Ann Publication Date: 05/13/1998 Product Type: Note Abstract: Presents a survey discussion of retailing and current issues. Examines the impact of changing consumer attitudes on the industry and outlines the industry's response: consolidation, adoption of technology, use of brands and private labels, and changing relationships with vendors. Industry Setting: Retail industry; Retail industry Subjects: Consumer behavior; Industry analysis; Marketing strategy; Retailing
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Length: 11p 594091 Title: Notes on Factor Analysis Author(s): Silk, Alvin J. Publication Date: 04/06/1994 Product Type: Note Abstract: Designed to provide students with elementary understanding of factor analysis as a method of exploratory data analysis. The basic model underlying factor analysis is discussed, then the principle factor method of solution is outlined. The concept of factor rotation is briefly treated. Subjects: Market research; Statistical analysis Length: 16p 594090 Title: Notes on Scalogram Analysis Author(s): Silk, Alvin J. Publication Date: 04/06/1994 Product Type: Note Abstract: Serves as an introduction to "Scalogram Analysis," perhaps better known as "Guttman" scaling--a method for analysis of responses to questionnaire items to determine whether they can be combined so as to form a scale measuring some underlying continuum. Sets forth the underlying logic for a Guttman scale, explains its basic properties, presents various criteria for assessing the scalability of a set of items including a simple statistical test. Teaching Purpose: Provides an introduction to a classic mode of unidimensional scaling, relevant to measuring attitudes and opinions. Subjects: Market research; Polls & surveys; Statistical analysis Length: 12p 594093 Title: Notes on Stratified Sampling Design Author(s): Silk, Alvin J. Publication Date: 02/17/1994 Revision Date: 10/30/1995 Product Type: Note Abstract: Summarizes sampling theory relevant to addressing three issues that arise in designing a stratified random sample: 1) optimal allocation of the sample across a set of strata, 2) definition of boundaries for the strata, and 3) choice of the number of strata to employ. Teaching Purpose: Intended to supplement discussions of stratified sampling found in texts on survey and marketing research and to assist students in carrying out an exercise in sampling design. Subjects: Market research; Polls & surveys Length: 10p 594088 Title: Notes on Thurstone Scaling Author(s): Silk, Alvin J. Publication Date: 03/11/1994 Revision Date: 04/06/1994 Product Type: Note Abstract: Thurstone's "Laws of Comparative Judgment and Categorical Judgment" are presented and their use in scaling stimuli from a set of observable data is discussed. Estimation procedures and statistical tests are reviewed briefly. Subjects: Market research; Polls & surveys Length: 17p 106063 Title: Nutricia Middle East: Measuring Sales Force Effectiveness Author(s): Martinez-Jerez, F. Asis; Sha, Rachel Publication Date: 04/06/2006 Product Type: Case (Field) Abstract: Nutricia's Middle East and African region is transitioning from a trading to a customer focus. CEO Ernest Vandenbussche must decide how to market infant milk formula most effectively in a region where the information environment is much less rich than in other countries/sectors and in which managers are concerned about measuring the effectiveness of their commercial actions. Among the most immediate decisions they need to make is the size of the salesforce--a decision that must be made in the context of a commercial strategy that is not yet fully defined. As Nutricia defines its strategy, it also has to define the strategic control systems it will use to monitor and finetune the strategy moving forward. Geographic Setting: Africa; Middle East Industry Setting: Health services Number of Employees: 11,000 Gross Revenues: $2.5 billion revenues Event Year Start: 2005 Event Year End: 2005 Subjects: NO SUBJECTS(KEYWORDS) Length: 29p Year New: 2006 587092 Title: Nyman Manufacturing Co. (A) Author(s): Shapiro, Benson P.; Lieberman, J; Feinberg, Barbara Publication Date: 11/21/1986 Revision Date: 02/01/1991 Product Type: Case (Field) Abstract: Provides extensive, detailed background about the product line, sales operation, and manufacturing activities of a $50 million manufacturer of paper
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and plastic cups and plates for fast-food restaurants. The focus of the case is the nature of the relationship between the sales/marketing and manufacturing organizations around issues of product line management. Nyman Manufacturing Co. (B) contains the decision issues. A videotape (9-887-532) is available for use with this case. Geographic Setting: Northeastern United States Industry Setting: Paper industry; Plastics industry Company Size: mid-size Gross Revenues: $50 million sales Subjects: Customer relations; Interdepartmental relations; Product lines; Product planning & policy; Production planning; Sales strategy Length: 36p 587093 Title: Nyman Manufacturing Co. (B) Author(s): Shapiro, Benson P.; Lieberman, J; Feinberg, Barbara Publication Date: 11/21/1986 Revision Date: 02/01/1991 Product Type: Case (Field) Abstract: Provides a set of product line decisions involving both the sales/marketing and the manufacturing organizations. The decisions involve special customized products for a single customer, the acquisition of a new customer when production capacity is limited, and several other crossfunctional product policy issues. Must be used with Nyman Manufacturing Co. (A). A videotape (9-887-532) is available for use with this case. Geographic Setting: Northeastern United States Industry Setting: Paper industry; Plastics industry Company Size: mid-size Gross Revenues: $50 million sales Subjects: Cross functional management; Customer relations; Interdepartmental relations; Product lines; Product planning & policy; Production planning; Sales strategy Length: 14p 509032 Title: Obama versus Clinton: The YouTube Primary Author(s): Deighton, John; Kornfeld, Leora Publication Date: 10/29/2008 Revision Date: 01/12/2009 Product Type: Case (Library) Abstract: What was the role of the Internet in the contest for the Democratic presidential nomination between Senators Obama and Clinton? How does the role change in the shift from the Primary to the National election? The case examines media and content
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choices by each candidate, and allows students to explore the role of new media in political campaigns. The focus is on fundraising in 2007 and campaigning for Primary delegate votes in 2008. Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 19p Supplementary Materials: Teaching Note, (509038), 8p, by John Deighton, Leora Kornfeld 575039 Title: Ocean Spray Cranberries, Inc. (A) Author(s): DeBruicker, F. Stewart; Modig, Jan-Erik Publication Date: 09/01/1974 Revision Date: 04/01/1975 Product Type: Case (Field) Abstract: At the conclusion of a smallscale pilot survey, management must decide whether to invest in a larger survey or terminate the project. The objective of the study is to use psychographic measurement techniques to study the alternative positions of cranberry sauce. Illustrates the methods and abilities of multivariate statistical procedures in survey data analysis and product positioning studies. A major question is whether the findings of the pilot work justify further expense and analysis. No special competence in statistics is required for discussion of the case. Geographic Setting: South Hanson, MA Industry Setting: Food processing industry Company Size: mid-size Gross Revenues: $80 million sales Subjects: Demand analysis; Food; Market research; Market segmentation; Polls & surveys; Product positioning; Statistical analysis Length: 25p 575040 Title: Ocean Spray Cranberries, Inc. (B) Author(s): DeBruicker, F. Stewart; Modig, Jan-Erik Publication Date: 09/01/1974 Revision Date: 04/01/1975 Product Type: Case (Field) Abstract: A consumer attitude survey involving more than 1,000 cranberry users has been conducted. Multivariate statistical procedures including factor analysis, cluster analysis and multiple discriminant analysis have been employed to suggest four attitude segments in the marketplace. The research team has suggested changes in product and advertising strategy. What should management do next? Provides an example of psychographic research procedures applied to a commodity grocery product. No special statistical competence is assumed on the part of the student. Geographic Setting: South Hanson, MA Industry Setting: Food processing industry Company Size: mid-size Gross Revenues: $80 million sales Subjects: Demand analysis; Food; Market research; Market segmentation; Polls & surveys; Product positioning; Statistical analysis Length: 18p 578133 Title: Ocean Spray Cranberries, Inc.: Crangrape Advertising and Promotion Author(s): Greyser, Stephen A.; Young, Robert F. Publication Date: 01/18/1978 Revision Date: 04/14/1994 Product Type: Case (Field) Abstract: The senior product manager must decide whether to implement a new product marketing program for Cran-Grape. Provides the advertising and marketing background of the adultoriented Ocean Spray drink product line. A key issue is whether the Ocean Spray brand name can be stretched to launch Cran-Grape, a product aimed primarily at children. Decisions regarding positioning, creative strategy, and target market identification have to be made within the context of the total marketing plan under budgetary allocations among the major elements of the program: television advertising, consumer promotions, and trade programs. Geographic Setting: Massachusetts Industry Setting: Beverage industry Company Size: mid-size Gross Revenues: $100 million sales Subjects: Advertising strategy; Beverages; Brands; Market selection; Marketing strategy; New product marketing; Sales promotions Length: 23p 507082 Title: Octone Records Author(s): Elberse, Anita; Ofek, Elie Publication Date: 06/29/2007 Revision Date: 10/20/2008 Product Type: Case (Field) Abstract: In February 2007, Octone Records founders James Diener, Ben Berkman, and David Boxenbaum had been highly successful with the first two bands they had signed, Maroon 5 and Flyleaf. Known for its grassroots marketing campaigns, Octone operated through a unique joint venture model with SonyBMG Music Entertainment's RCA Music Group, which enabled the
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nimble record label to orchestrate mass marketing campaigns once an artist was ready for "prime time." Octone had been less fortunate, however, with its third act, Michael Tolcher. Despite significant investments, Tolcher's first full album had not sold enough copies to recover its costs and merit RCA's marketing support. Octone's executives faced a decision: whether to continue to support Tolcher's first album, increase the stakes by financing a second album, or cut their losses and instead focus on other artists. At the same time, Octone had to evaluate a proposal from Universal Music Group to buy out SonyBMG's interest in the joint venture. Allows for an in-depth examination of new product development and launch strategies in the context of the music industry. Provides rich insights into how grassroots and mass marketing approaches can facilitate new product/artist development. Octone's "hybrid" marketing structure is described in considerable detail, and supporting economic data is provided. By enabling an analysis of how long and how aggressively an artist should be supported before commercial success is achieved, serves as a vehicle for contrasting different approaches to the new product development process. Geographic Setting: United States Industry Setting: Music industry Number of Employees: 10 Gross Revenues: $30 million revenues Event Year Start: 2007 Event Year End: 2007 Subjects: NO SUBJECTS(KEYWORDS) Length: 27p Year New: 2007 504021 Title: Oenslager Brewery Author(s): Nolen W Publication Date: 06/01/1959 Product Type: Case (Gen Exp) Abstract: Involves relating the prices of packaged products to the marketing mix and competitive position of the company. Industry Setting: Beer Event Year Start: 1959 Event Year End: 1959 Subjects: Advertising; Beverages; Competition; Pricing; Sales management Length: 22p F0804H Title: The Off-Line Impact of Online Ads Author(s): Abraham, Magid M. Publication Date: 04/01/2008 Product Type: Harvard Business Review Article Abstract: Advertising on the internet increases sales in brick-and-mortar stores even more than it does online.
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Individually, search ads and display ads have the power to drive purchases, but they get the best results when used together in a single campaign. Industry Setting: E-commerce Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2007 803111 Title: Office Depot, Inc.: Business Transformation (A) Author(s): Heskett, James L.; Maher, Dan; O'Brien, Dan; Watson, Tom; Rayport, Jeffrey F. Publication Date: 01/02/2003 Revision Date: 02/13/2003 Product Type: Case (Field) Abstract: The company's management is considering the possibility of launching a rebranding campaign around the promises "What you need. What you need to know." The questions are whether and when to launch the campaign in view of the large number of training efforts and supporting technologies needed to deliver on the promises. Geographic Setting: United States Industry Setting: Retail industry Number of Employees: 45,000 Gross Revenues: $11 billion revenues Subjects: Advertising campaigns; Brands; Human resources management; Market positioning; Office equipment; Technology Length: 23p Supplementary Materials: Supplement (Field), (803112), 1p, by James L. Heskett, Dan Maher, Dan O'Brien, Tom Watson, Jeffrey F. Rayport NEW 803112 Title: Office Depot, Inc.: Business Transformation (B) Author(s): Heskett, James L.; Maher, Dan; O'Brien, Dan; Watson, Tom; Rayport, Jeffrey F. Publication Date: 01/02/2003 Revision Date: 02/13/2003 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (803111) Office Depot, Inc.: Business Transformation (A). Industry Setting: Office equipment Subjects: Advertising campaigns; Brands; Human resources management; Market positioning; Office equipment; Technology Length: 1p 594053 Title: OfficePro (A) Author(s): Quelch, John A. Publication Date: 11/01/1993 Revision Date: 07/06/1995 Product Type: Case (Gen Exp) Abstract: The international procurement manager of an off-price office supply retail chain has to recommend which of several bids to accept for the right to supply computer diskettes to OfficePro's new French subsidiary. Geographic Setting: United States; France Industry Setting: Computer storage device Gross Revenues: $220 million revenues Subjects: Computer industry; France; International marketing; Purchasing; Retailing; Sourcing Length: 4p Supplementary Materials: Teaching Note, (598085), 11p, by John A. Quelch; Supplement (Gen Exp), (594054), 1p, by John A. Quelch; Supplement (Gen Exp), (594055), 1p, by John A. Quelch 594054 Title: OfficePro (B) Author(s): Quelch, John A. Publication Date: 11/01/1993 Revision Date: 11/22/1994 Product Type: Supplement (Gen Exp) Abstract: Supplements OfficePro (A). Must be used with: (594053) OfficePro (A). Geographic Setting: France Industry Setting: Computer industry; Retail industry Subjects: Computer industry; France; International marketing; Purchasing; Retailing; Sourcing Length: 1p Supplementary Materials: Teaching Note, (598085), 11p, by John A. Quelch 594055 Title: OfficePro (C) Author(s): Quelch, John A. Publication Date: 11/01/1993 Product Type: Supplement (Gen Exp) Abstract: Supplements OfficePro (A). Must be used with: (594053) OfficePro (A). Geographic Setting: France Industry Setting: Computer industry; Retail industry Subjects: Computer industry; France; International marketing; Purchasing; Retailing; Sourcing Length: 1p Supplementary Materials: Teaching Note, (598085), 11p, by John A. Quelch 804109 Title: OfficeTiger Author(s): Blaxall, Johanna; Lassiter, Joseph B., III Publication Date: 04/12/2004 Revision Date: 07/31/2007 Product Type: Case (Field)
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Abstract: OfficeTiger was founded in late 1999 with an innovative approach to global outsourcing. The company's employees, located primarily in India, provided services for corporations, investment banks, and professional services firms throughout the United States, Europe, and Asia. Although it was hard to sell the idea to customers initially, by 2004 the company had grown considerably and was preparing for future growth, mainly by making acquisitions. Geographic Setting: New York, NY; India Industry Setting: Staffing Number of Employees: 1,600 Gross Revenues: $25 million revenues Event Year End: 2004 Subjects: Business marketing; Consumer marketing; Entrepreneurship; India Length: 24p Supplementary Materials: Teaching Note, (807039), 12p, by Joseph B. Lassiter III Year New: 2004 509002 Title: Olam International Author(s): Bell, David E.; Shelman, Mary Publication Date: 12/16/2008 Product Type: Case (Field) Abstract: In 20 years, Sunny Verghese had built Singapore-based Olam International from a small Nigerian export company into a $5 billion global leader in agricultural commodities with a core competence in Africa. Olam's growth had come by pursuing product and geographic adjacencies and its 'farm gate to factory gate' approach had been extended to 14 agricultural products, including cashews, sesame, cocoa, and coffee. In mid-October 2008, Olam's stock price declined to $1 a share from a high of $3.71 in early 2007 as part of the global economic crisis. Verghese had to decide whether to change the firm's strategy based on the new economic environment. Geographic Setting: Singapore Industry Setting: Agribusiness Number of Employees: 8,000 Gross Revenues: $5.5 billion Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 32p HKU309 Title: Old Company, Modern Marketing Strategy: Lessons from Lee Kum Kee Author(s): Yim, Bennett; Mak, Vincent Publication Date: 06/29/2003 Product Type: Case (Field)
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Publisher: University of Hong Kong Abstract: The sauce company Lee Kum Kee, one of the best known Hong Kong brands, had a long history that began in 1888 and was run by the same family for four generations. The company was founded by Lee Kam Sheung as a small oyster sauce manufacturer in Guangdong Province, China. It relocated to Macau in the early 1900s and moved once more to Hong Kong after World War II; it remained based there in the decades afterwards. Lee Kum Kee was already expanding beyond the Guangdong-Macau-Hong Kong distribution network in the 1920s to North America, when it was also making shrimp paste. In the 1970s and 1980s, after the torch passed to third-generation leader Lee Man Tat, there was rapid geographical market and product diversification. Lee Man Tat's sons, who were educated in the West, inherited the leadership from their father in the 1990s, and the pace of modernization and diversification continued while the company's marketing strategy remained vigorous and adaptable. The company overcame a consumer confidence crisis--called the 3-MPCD crisis--in the late 1990s and early 2000s and continued to thrive. By early 2003, Lee Kum Kee had already developed more than 200 sauces. Its distribution network covered 60 countries in five continents, and its products were available in more than 80 countries. What lessons about strategic brand management can we learn from the way Lee Kum Kee developed, maintained, and expanded the reach of its products over a whole century? What lessons about crisis management does the company's handling of the 3-MPCD crisis offer? Geographic Setting: Asia Subjects: Asia; Brand management; Business marketing; Business policy; Diversification; Expansion; Family owned businesses; Management of crises; Marketing strategy; Planning Length: 7p Supplementary Materials: Teaching Note, (HKU310), 7p, by Bennett Yim, Vincent Mak Year New: 2004 R0104J Title: The Old Pillars of New Retailing Author(s): Berry, Leonard L. Publication Date: 04/01/2001 Product Type: Harvard Business Review Article Abstract: Despite the harsh realities of retailing, the illusion persists that magical tools can help companies overcome the problems of fickle consumers, price-slashing competitors, and mood swings in the economy. Such wishful thinking holds that retailers will thrive if only they communicate better with customers through e-mail, employ hidden cameras to learn how customers make purchase decisions, and analyze scanner data to tailor special offers and manage inventory. But the truth is, there are no quick fixes. In the course of his extensive research on dozens of retailers, Leonard Berry found that the best companies create value for their customers in five interlocking ways. Whether you're running a physical store, a catalog business, an e-commerce site, or a combination of the three, you have to offer your customers superior solutions to their needs, treat them with respect, and connect with them on an emotional level. You also have to set prices fairly and make it easy for people to find what they need, pay for it quickly, and then move on. None of these pillars is new, and each sounds exceedingly simple, but don't be fooled-implementing these axioms in the real world is surprisingly difficult. The author illustrates how some retailers have built successful operations by attending to these commonsense ways of dealing with their customers and how others have failed to do so. Industry Setting: Consumer products; Retail industry Subjects: Consumer goods; Consumer marketing; Customer relations; Marketing strategy; Pricing; Retailing Length: 7p 580027 Title: Olympia Brewing Co.: Market Forecasting (A) Author(s): Reibstein, David J.; Yip, George S. Publication Date: 10/01/1979 Revision Date: 12/29/1981 Product Type: Case (Field) Abstract: Olympia Brewing Company had contracted with Data Resources, Inc. (DRI), an econometric modeling company, to forecast sales by market segment. The first step was to estimate sales for the most recent years and then, based on the growth of each of the segments, project sales into the future. DRI's estimates of current sales differed from known levels by a factor of two. The problem is one of reconciling the data to known levels. May be used with Olympia Brewing Co.: Market Forecasting (B) and (C). Geographic Setting: United States Industry Setting: Beef industry Company Size: mid-size Gross Revenues: $354 million sales Subjects: Beverages; Forecasting; Market research; Polls & surveys; Statistical analysis Length: 18p
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Supplementary Materials: Teaching Note, (580163), 11p, by David J. Reibstein, George S. Yip 580028 Title: Olympia Brewing Co.: Market Forecasting (B) Author(s): Reibstein, David J.; Yip, George S. Publication Date: 10/01/1979 Revision Date: 12/29/1981 Product Type: Case (Field) Abstract: In an effort to estimate individual beer consumption, Data Resources, Inc. (DRI), on a consulting project for Olympia Brewing Company, had to provide a special questionnaire which would accurately measure quantity consumed. A new questionnaire construction, and a different sampling scheme provided results which were highly consistent with known consumption levels. A follow-up to Olympia Brewing Co. (A). Geographic Setting: United States Industry Setting: Beef industry Company Size: mid-size Gross Revenues: $354 million sales Subjects: Beverages; Forecasting; Market research; Polls & surveys; Statistical analysis Length: 9p Supplementary Materials: Teaching Note, (580163), 11p, by David J. Reibstein, George S. Yip 580029 Title: Olympia Brewing Co.: Market Forecasting (C) Author(s): Reibstein, David J.; Yip, George S. Publication Date: 10/01/1979 Revision Date: 12/29/1981 Product Type: Case (Field) Abstract: With apparently accurate estimates of current beer consumption by age and income segments, Data Resources, Inc. built a forecasting model for the Olympia Brewing Company. The model is dependent upon econometric forecasts of age and income segments. Several questions could be raised about the assumptions of the model. One validation is its apparent ability to predict sales in the past. A follow-up to Olympia Brewing Co. (B). Geographic Setting: United States Industry Setting: Beef industry Company Size: mid-size Gross Revenues: $354 million sales Subjects: Beverages; Forecasting; Market research; Market segmentation; Models; Planning Length: 9p Supplementary Materials: Teaching Note, (580163), 11p, by David J. Reibstein, George S. Yip
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583049 Title: Olympia Brewing Co.: Market Forecasting (Condensed) Author(s): Yip, George S.; Brainard, Caroline P. Publication Date: 11/19/1982 Product Type: Case (Field) Abstract: Olympia Brewing Co. had contracted with Data Economics, Inc., an econometric modeling company to forecast sales by market segment. DEI uses a demographics approach which requires consumption rates by ageincome-sex cells. DEI designs a questionnaire to collect this data, and completes the model. What strategic implications do the forecasts hold? A condensation of the (A), (B), and (C) cases by D. Reibstein. Geographic Setting: United States Industry Setting: Beef industry Company Size: mid-size Gross Revenues: $350 million sales Subjects: Beverages; Demographics; Market segmentation; Models; Strategic market planning Length: 25p 9-708-490 Title: Olympia Machine Company, Inc. Author(s): Cespedes, Frank V.; Shapiro, Benson P. Publication Date: 02/26/2008 Product Type: Case Abstract: The management team of an industrial equipment supplier is debating the company's method of compensating salespeople. Different executives have offered different alternatives to the current method of straight salary plus expenses. Each option has different implications for business strategy, organization, control systems, and sales management requirements. As a result, the case raises issues and analytics relevant to topics such as aligning strategy and organization, strategy implementation, and cross-functional incentive systems as well as sales management. Number of Employees: 200 Gross Revenues: $47 million Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2008 501002 Title: Omnitel Pronto Italia Author(s): Lal, Rajiv; Knoop, CarinIsabel; Raju, Suma Publication Date: 08/28/2000 Revision Date: 09/26/2005 Product Type: Case (Field) Abstract: Describes the situation faced by Omnitel soon after launching its mobile telecommunication services in Italy in December 1995. Competing against the Italian monopoly, TIM, Omnitel had positioned its services to be better on the quality dimension. However, sales were significantly below expectations. In order to develop a new strategy, Omnitel conducted extensive marketing research. This research identified the varying needs of different customer segments. Omnitel now had to decide whether to attack a new segment with a new service plan, "LIBERO," to improve on past performance. Geographic Setting: Italy Industry Setting: Telecommunications industry Number of Employees: 572 Gross Revenues: $400 million revenues Subjects: Global Research Group; Italy; Market research; Market segmentation; Market selection; Marketing strategy; Telecommunications Length: 24p Supplementary Materials: Teaching Note, (501075), 10p, by Rajiv Lal, CarinIsabel Knoop, Suma Raju 503S15 Title: Omnitel Pronto Italia, Spanish Version Author(s): Lal, Rajiv; Knoop, CarinIsabel; Raju, Suma Publication Date: 08/28/2000 Revision Date: 08/10/2001 Product Type: LACC Case Abstract: Soon after launching its mobile telecommunication services in Italy in December 1995 Omnitel faced a difficult situation. Competing against the Italian monopoly, TIM, Omnitel had positioned its services to be better on the quality dimension. However, sales were significantly below expectations. In order to develop a new strategy, Omnitel conducted extensive marketing research. This research identified the varying needs of different customer segments. Omnitel now had to decide whether to attack a new segment with a new service plan, "LIBERO," to improve on past performance. Appropriate for a first year marketing course. Geographic Setting: Italy Industry Setting: Telecommunications industry Number of Employees: 572 Gross Revenues: $400 million revenues Subjects: Global Research Group; Italy; Market research; Market segmentation; Market selection; Marketing strategy; Telecommunications Length: 25p C0009B Title: On the Firing Line: An Interview
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with Leon Panetta Author(s): Panetta, Leon; Bierck, Richard Publication Date: 09/01/2000 Product Type: Harvard Management Communication Letter Article Abstract: In this interview, former White House chief of staff Leon Panetta explains how to handle the press. Subjects: Interviews; Management of crises; Politics Length: 2p List Price: $4.50 R0312C Title: The One Number You Need to Grow Author(s): Reichheld, Frederick F. Publication Date: 12/01/2003 Product Type: Harvard Business Review Article Abstract: Companies spend lots of time and money on complex tools to assess customer satisfaction. But they're measuring the wrong thing. The best predictor of top-line growth can usually be captured in a single survey question: Would you recommend this company to a friend? This finding is based on two years of research in which a variety of survey questions were tested by linking the responses with actual customer behavior--purchasing patterns and referrals--and ultimately with company growth. Surprisingly, the most effective question wasn't about customer satisfaction or even loyalty per se. In most of the industries studied, the percentage of customers enthusiastic enough about a company to refer it to a friend or colleague directly correlated with growth rates among competitors. Willingness to talk up a company or product to friends, family, and colleagues is one of the best indicators of loyalty because of the customer's sacrifice in making the recommendation. When customers act as references, they do more than indicate they've received good economic value from a company; they put their own reputations on the line. The findings point to a new, simpler approach to customer research, one directly linked to a company's results. Subjects: Consumer behavior; Customer retention; Growth management; Growth strategy; Loyalty Length: 9p NEW 5534 Title: The One Number You Need to Grow (HBR OnPoint Enhanced Edition) Author(s): Reichheld, Frederick F. Publication Date: 12/01/2003 Product Type: HBR OnPoint Article Abstract: Companies spend lots of time and money on complex tools to assess
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customer satisfaction. But they're measuring the wrong thing. The best predictor of top-line growth can usually be captured in a single survey question: Would you recommend this company to a friend? This finding is based on two years of research in which a variety of survey questions were tested by linking the responses with actual customer behavior--purchasing patterns and referrals--and ultimately with company growth. Surprisingly, the most effective question wasn't about customer satisfaction or even loyalty per se. In most of the industries studied, the percentage of customers enthusiastic enough about a company to refer it to a friend or colleague directly correlated with growth rates among competitors. Willingness to talk up a company or product to friends, family, and colleagues is one of the best indicators of loyalty because of the customer's sacrifice in making the recommendation. When customers act as references, they do more than indicate they've received good economic value from a company; they put their own reputations on the line. The findings point to a new, simpler approach to customer research, one directly linked to a company's results. Subjects: Customer retention; Growth management; Growth strategy; Loyalty Length: 12p List Price: $6.50 NEW 502093 Title: Online Music Distribution in a Post-Napster World Author(s): Moon, Youngme Publication Date: 06/19/2002 Revision Date: 09/13/2005 Product Type: Case (Library) Abstract: Provides a description of the rise and decline of Napster, the free Internet music-swapping service. Also describes second-generation peer-topeer services (e.g., Gnutella) as well as paid subscription services (e.g., MusicNet, pressplay). Industry Setting: Entertainment industry Subjects: Consumer marketing; Internet; Pricing Length: 18p Supplementary Materials: Teaching Note, (506058), 11p, by Youngme Moon 9-504-S06 Title: Online Music Distribution in a Post-Napster World, Spanish Version Author(s): Moon, Youngme Publication Date: 06/19/2002 Product Type: LACC Case Abstract: Provides a description of the rise and decline of Napster, the free Internet music-swapping service. Also describes second-generation peer-topeer services (e.g., Gnutella) as well as paid subscription services (e.g., MusicNet, pressplay). Teaching Purpose: Provides an opportunity to discuss pricing, product bundling, and promotion-related issues as they pertain to online music distribution. Industry Setting: Entertainment industry Subjects: Consumer marketing; Internet; Pricing Length: 19p 9-508-S01 Title: Onsale, Inc., Spanish Version Author(s): Moon, Youngme Publication Date: 02/08/1999 Revision Date: 05/17/1999 Product Type: LACC Case Abstract: Onsale has been a pioneer in electronic commerce, offering excess and refurbished goods using an online auction format. The company is now planning to become a player in the highly competitive world of first-run computer merchandise as well. However, unlike other computer resellers whose business models are based on gross margins, the new Onsale model is based on the idea of fixed commissions. The case poses a number of issues raised by the new model, including supplier relationships and brand image management. Geographic Setting: California Industry Setting: E-commerce Number of Employees: 190 Gross Revenues: $200 million revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 15p Year New: 2007 599091 Title: Onsale, Inc. Author(s): Moon, Youngme Publication Date: 02/08/1999 Revision Date: 05/17/1999 Product Type: Case (Field) Abstract: Onsale has been a pioneer in electronic commerce, offering excess and refurbished goods using an online auction format. The company is now planning to become a player in the highly competitive world of first-run computer merchandise as well. However, unlike other computer resellers whose business models are based on gross margins, the new Onsale model is based on the idea of fixed commissions. The case poses a number of issues raised by the new model, including supplier relationships and brand image management. Geographic Setting: California Industry Setting: E-commerce
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Number of Employees: 190 Gross Revenues: $200 million revenues Subjects: Auctions; Brand management; Consumer behavior; Electronic commerce; Internet; Marketing management; New economy; Suppliers Length: 17p Supplementary Materials: Teaching Note, (500022), 14p, by Youngme Moon 593019 Title: Ontario Hydro (A) Author(s): Quelch, John A.; Palter, Elisa M. Publication Date: 12/16/1992 Revision Date: 11/17/1993 Product Type: Case (Field) Abstract: An Ontario Hydro task force is meeting to discuss the communications program to "market," both internally and externally, a 25-year electricity demandsupply plan entitled "Producing the Balance of Power." Geographic Setting: Canada Industry Setting: Utilities Company Size: large Gross Revenues: $6.5 billion revenues Subjects: Canada; Energy; Environmental protection; Management communication; Marketing strategy; Public utilities Length: 20p Supplementary Materials: Supplement (Field), (593020), 2p, by John A. Quelch, Elisa M. Palter; Supplement (Field), (593069), 1p, by John A. Quelch, Elisa M. Palter; Teaching Note, (594016), 9p, by John A. Quelch 593020 Title: Ontario Hydro (B) Author(s): Quelch, John A.; Palter, Elisa M. Publication Date: 12/14/1992 Revision Date: 11/09/1993 Product Type: Supplement (Field) Abstract: In 1991, the Ontario Hydro task force reviews the results of the initial communications program for the demand-supply plan. In addition, a new communications challenge faces the task force, since the plan has not been approved as quickly as anticipated. Must be used with: (593019) Ontario Hydro (A). Geographic Setting: Canada Industry Setting: Utilities Subjects: Canada; Energy; Environmental protection; Management communication; Marketing strategy; Public utilities Length: 2p Supplementary Materials: Teaching Note, (594016), 9p, by John A. Quelch
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593069 Title: Ontario Hydro (C) Author(s): Quelch, John A.; Palter, Elisa M. Publication Date: 12/16/1992 Revision Date: 11/09/1993 Product Type: Supplement (Field) Abstract: Summarizes events in 1992 bearing on the plan's implementation. Must be used with: (593019) Ontario Hydro (A). Geographic Setting: Canada Industry Setting: Utilities Subjects: Canada; Energy; Environmental protection; Management communication; Marketing strategy; Public utilities Length: 1p Supplementary Materials: Teaching Note, (594016), 9p, by John A. Quelch M12029 Title: Operations Management Simulation Brochure Publication Date: 05/30/2008 Product Type: Other Abstract: Marketing Material. Subjects: NO SUBJECTS(KEYWORDS) Length: 0p List Price: 0 502S36 Title: Optical Distortion, Inc. (A), Spanish Version Author(s): Clarke, Darrel G.; Wise, Randall E. Publication Date: 08/09/2002 Product Type: LACC Case Abstract: A new product, contact lenses for chickens, is to be introduced by a small firm formed to market the product. An entry strategy must be planned including price, sales force, size, and location. Allows data for computation of economic benefit to farmers. Includes state-by-state chicken population data for planning a rollout sales program. Geographic Setting: California Industry Setting: Poultry & egg production Subjects: Agriculture; Entrepreneurship; Marketing strategy; Pricing strategy; Product introduction; Sales promotions Length: 11p Year New: 2007 575072 Title: Optical Distortion, Inc. (A) Author(s): Clarke, Darrel G.; Wise, Randall E. Publication Date: 01/01/1975 Revision Date: 01/08/1999 Product Type: Case (Field) Abstract: A new product, contact lenses for chickens, is to be introduced by a small firm formed to market the product. An entry strategy must be planned including price, sales force, size, and location. Allows data for computation of economic benefit to farmers. Includes state-by-state chicken population data for planning a rollout sales program. Software for this case is available (9588-539). May be used with: (581112) Optical Distortion, Inc. (B); (588539) Optical Distortion, Inc. (A), Master Diskette; (589011) Optical Distortion, Inc. (C): The 1988 Reintroduction. Geographic Setting: California Industry Setting: Poultry & egg production Subjects: Agriculture; Entrepreneurship; Marketing strategy; Pricing strategy; Product introduction; Sales promotions Length: 11p Supplementary Materials: Teaching Note, (577161), 11p, by Christopher H. Lovelock BESTSELLER 589011 Title: Optical Distortion, Inc. (C): The 1988 Reintroduction Author(s): Kaufmann, Patrick J. Publication Date: 08/04/1988 Revision Date: 07/17/1990 Product Type: Case (Field) Abstract: In 1988, Optical Distortion, Inc. was ready to reintroduce its only product, contact lenses for chickens. Tests had shown that the lenses significantly reduced bird aggression and feed costs, leading to potentially huge cost savings for egg producers. In the years since the (A) case, margins for egg producers had become so small that if a large producer could sustain a significant cost advantage, many small producers could be forced out of business. In this case the company's only salesperson must decide whether to concentrate on closing a sale to an aggressive major producer who may demand all the company's capacity for the next year, or to spend time spreading the word to smaller more vulnerable producers. In doing so, he faces the difficulty of convincing the farmers that cost savings which appear "too good to be true" are, in fact, real. The case is short and can be used in conjunction with Optical Distortion, Inc. (A). In addition to the ethical issues, it also raises issues of sales strategy and the diffusion of innovations, and can be used to examine negotiation strategies. May be used with: (575072) Optical Distortion, Inc. (A); (581112) Optical Distortion, Inc. (B). Geographic Setting: United States Industry Setting: Agriculture industry Company Size: start-up Subjects: Agriculture; Ethics; Marketing management; Negotiations; Product introduction; Sales strategy
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Length: 3p Supplementary Materials: Teaching Note, (589063), 8p, by Patrick J. Kaufmann R0310H Title: Optimal Marketing Author(s): Corstjens, Marcel; Merrihue, Jeffrey Publication Date: 10/01/2003 Product Type: Harvard Business Review Article Abstract: Companies selling multiple products in multiple territories face the difficult question of how to allocate marketing resources. But comparing the profit potential of, say, razors in Germany with batteries in the United Kingdom is a difficult analytical task that demands reams of data. Finding the optimal answer is only half the battle. The rest involves the political and organizational challenge of shifting the money around. One company, Samsung, overcame these challenges by using hard data, not intuition, to allocate its marketing dollars. Marketing executives undertook an intensive 18month project to gather diverse and detailed information about more than 400 possible product-category and country combinations. It collected all that data in a single, easy-to-access site and used the software's analytical power to predict the impact of different allocation scenarios. Such what-if testing enables management to find the budget allocation that will yield the highest total marketing ROI. Samsung also worked to anticipate and defuse organizational resistance to change. May be used with: (503036) Tesco Plc.; (504051) Samsung Electronics Co.: Global Marketing Operations. Industry Setting: Telephone industry Subjects: Competition; Marketing implementation; Marketing information systems; Marketing mixes; Marketing planning; Marketing strategy; Resource allocation; Return on investment Length: 11p NEW 594071 Title: Orbital Sciences Corp.: ORBCOMM Author(s): Quelch, John A.; Harper, Jamie Publication Date: 12/13/1993 Revision Date: 06/30/1994 Product Type: Case (Field) Abstract: Orbital Communications Corp., a subsidiary of Orbital Sciences Corp., is developing a global two-way wireless data communications system, called "ORBCOMM," based on a 26satellite constellation in low earth orbit. Service is scheduled to begin in the
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United States in late 1994, followed by a rollout to international markets in 1995. The case focueses on ORBCOMM's international potential, but also considers its competition and U.S. marketing strategy--including sales and distribution, pricing, and marketing to regulators. A video (9-595-526) is available for use with this case. Withdrawn 08/18/97. Geographic Setting: Dulles, VA Industry Setting: Real estate Number of Employees: 1,165 Gross Revenues: $174 million revenues Subjects: Communications industry; International business; International marketing; Marketing strategy; Telecommunications Length: 29p Supplementary Materials: Teaching Note, (596086), 7p, by John A. Quelch 598027 Title: Orbital Sciences Corp.: ORBCOMM Author(s): Narayandas, Das; Quelch, John A. Publication Date: 08/15/1997 Product Type: Case (Field) Abstract: In late 1993, Orbital Communications Corp. (OCC), a subsidiary of Orbital Sciences Corp., is developing a global two-way wireless data communications system, called "ORBCOMM," based on a 26-satellite constellation in low earth orbit. Service is scheduled to begin in the United States in late 1994, followed by a rollout to international markets in 1995. The case focuses on OCC's marketing strategy in the years prior to the product/service being available. Provides details on how the firm has defined its markets and estimated the demand for the United States and international markets. There is also a rich discussion of other parts of OCC's marketing strategy including product design and development, marketing to regulatory bodies, development of the sales organization to include channel partners to enter the domestic and international markets, pricing strategy, and the role of competition. A rewritten version of an earlier case. Geographic Setting: United States Industry Setting: Telecommunications industry Number of Employees: 25 Subjects: Communications industry; International business; International marketing; Marketing strategy; Telecommunications Length: 22p Supplementary Materials: Case Video, (595526), 4 min, by John A. Quelch; Teaching Note, (598117), 12p, by Das Narayandas 595526 Title: Orbital Sciences Corp.: Pegasus Launch, Video Author(s): Quelch, John A. Publication Date: 06/15/1995 Product Type: Case Video Abstract: Shows the launch of company's new Pegasus rocket booster. Must be used with: (598027) Orbital Sciences Corp.: ORBCOMM. Industry Setting: Communications industry; Telecommunications industry Subjects: Communications industry; International business; International marketing; Marketing strategy; Telecommunications Length: 4 min List Price: $150.00 M282 Title: Orchard Supply Hardware Stores Author(s): Lal, Rajiv; Lawrence, Jennifer B.; Parr, Josie Publication Date: 12/01/1996 Product Type: Case (Field) Publisher: Stanford University Abstract: Orchard Supply Hardware (OSH) built a successful business in the northern California home improvement market. Despite strong competition in the industry, OSH had clearly defined its position and was able to stay in the market with dominating players such as Home Depot. OSH faced the opportunity to expand its business into southern California through the liquidation of one market player. However, this new market was a stronghold of OSH's fiercest competitor and presented several challenges, including distribution limitations. Geographic Setting: San Jose, CA Industry Setting: Hardware & fastener industry Gross Revenues: $370 million revenues Subjects: Expansion; Growth strategy; Marketing mixes; Product lines; Retailing Length: 23p Supplementary Materials: Teaching Note, (M282T), 11p, by Rajiv Lal, Jennifer B. Lawrence, Josie Parr 581027 Title: Organizational Barriers to Department Store Success Author(s): Salmon, Walter J.; Powers LJ Publication Date: 09/01/1980 Product Type: Note Abstract: Presents research on the critical organizational problems of multiunit department stores--namely the relationship between home office buyers and branch store personnel. Industry Setting: Retail industry; Retail
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industry Subjects: Department stores; Marketing information systems; Organizational behavior; Retailing Length: 26p 590041 Title: Organizing and Implementing the Marketing Effort: Course Overview Author(s): Cespedes, Frank V. Publication Date: 10/26/1989 Product Type: Note Abstract: Written for students in an elective MBA course that deals with organizational and implementation issues in marketing. Provides an introduction to the topic and outlines the issues inherent in the two main sections of the course: 1) Managing Customer Encounters: Field Marketing Requirements, and 2) Managing Marketing Resources: Organization and Control. Subjects: Marketing implementation; Marketing management; Marketing organization; Sales management Length: 12p 84615 Title: Organizing for High-Tech Marketing Author(s): Shanklin, William L.; Ryans, John K., Jr. Publication Date: 11/01/1984 Product Type: Harvard Business Review Article Abstract: Companies that link research and development (R&D) and marketing can effectively anticipate, analyze, and exploit market opportunities. The makeup of the marketing and R&D team depends on whether the product or application is in development or being sold. Top management must forge the linkage between marketing and R&D, so each group is concerned not only with market planning but also with offering directions for new research and applications. Subjects: High technology products; Marketing organization; Marketing strategy; Product planning & policy; Research & development Length: 8p 89605 Title: The Origin of Strategy Author(s): Henderson, Bruce D. Publication Date: 11/01/1989 Product Type: Harvard Business Review Article Abstract: Two businesses that deal in the same goods and services, in the same territory and with the same clientele, cannot coexist equally. Therefore, market share is a meaningless number unless a competitor defines the market in terms of
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the differences that separate it from its rivals. The essence of the contest lies in extending the boundary of one's advantage and preventing customers from doing the same. Because market equilibrium can be upset at any time, strategy comes into play. Strategy involves the search for a plan of action that will create and compound competitive advantage--in desperately short time periods. Subjects: Market share; Marketing strategy Length: 4p 597051 Title: Oscar Mayer: Strategic Marketing Planning Author(s): Quelch, John A.; Kotchen, Dan; Drane, Robert Publication Date: 01/22/1997 Revision Date: 03/20/1998 Product Type: Case (Field) Abstract: The marketing director of Oscar Mayer faces a series of strategic marketing options regarding established and new products, including budget and capacity allocation decisions. Geographic Setting: United States Industry Setting: Food industry Gross Revenues: $1.9 billion revenues Subjects: Food; New product marketing; Product development; Product planning & policy Length: 14p Supplementary Materials: Teaching Note, (597052), 6p, by John A. Quelch, Dan Kotchen, Robert Drane 586020 Title: Otasco, Inc. Author(s): Salmon, Walter J.; Monaghan DW Publication Date: 07/22/1985 Revision Date: 12/01/1989 Product Type: Case (Field) Abstract: What strategy should be pursued by an auto and home supply store chain that has recently been through a leveraged buyout that has stretched its financial resources? Geographic Setting: Southwestern United States Industry Setting: Retail industry Company Size: mid-size Gross Revenues: $300 million sales Subjects: Appliances; Financial analysis; Market analysis; Merchandising; Retailing; Strategy formulation Length: 18p F0503J Title: Outsourcing Marketing Author(s): McGovern, Gail; Quelch, John A. Publication Date: 03/01/2005 Product Type: Harvard Business Review Article Abstract: Marketing is becoming more analytic and less creative. That's why, HBS professors Gail McGovern and John Quelch assert, more companies are finding it makes sense to outsource many marketing functions. May be used with: (507701) Measuring Marketing Performance. Subjects: Marketing management; Operations management Length: 2p Year New: 2005 587039 Title: Overly Hautz Co.--1985 Author(s): Shapiro, Benson P.; Cline, Craig E. Publication Date: 07/03/1986 Product Type: Case (Field) Abstract: Concerns the custom fabrication part of a small industrial sheet metal fabricator. Because the custom operation has been a consistent money loser, the president of the company must decide whether to stay in the business. If he decides to stay, he must develop a way to improve profitability. Several likely alternatives are provided. Geographic Setting: Cleveland, OH Industry Setting: Fabricated metals Company Size: small Gross Revenues: $3.4 million sales Subjects: Industrial markets; Metals; Pricing; Product planning & policy; Profitability analysis Length: 21p 505068 Title: Overview of the Japanese Apparel Market Author(s): Lal, Rajiv; Han, Arar Publication Date: 06/14/2005 Product Type: Note Abstract: Provides an overview of the Japanese apparel market, which was a 13.1 trillion yen industry in 2003, reflecting 5.5% year-over-year shrinkage since 1997, when retailers logged 17.5 trillion yen in sales. Compared to their global counterparts, Japanese apparel shoppers in the 12 to 35 age bracket are considered to be extremely fashion sensitive. Because these consumers commit a disproportionately large amount of their disposable income to fashion goods, the Japanese apparel market has been very attractive to global players such as Inditex, parent of Zara. Moreover, it is considered a promising market for small niche retailers and boutiques featuring up-and-coming designers, many of which are flourishing in areas of Tokyo such as the renowned Harajuku district. By the turn of the 21st century, Japan's chic apparel shoppers have enabled Tokyo to become a
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fashion center, influencing styles in other Asian countries such as China and Korea and drawing the attention of trend watchers and fashion journalists from around the world. Geographic Setting: Japan Industry Setting: Apparel industry Event Year End: 2005 Subjects: NO SUBJECTS(KEYWORDS) Length: 15p Year New: 2005 593108 Title: P&G and Everyday Low Prices Author(s): Greyser, Stephen A.; Langford, Nancy Publication Date: 05/17/1993 Revision Date: 07/25/1994 Product Type: Case (Library) Abstract: P&G has decided to significantly reduce the trade allowance money paid to supermarkets. The case encompasses P&G's rationale, retailers' reactions, and consumer shopping behavior (especially regarding "warehouse club" stores). Teaching Purpose: To illustrate changes in major brand manufacturer reactions to both retailer trade allowance practices and the growth of "warehouse club" stores vs. traditional supermarkets. Geographic Setting: United States Industry Setting: Retail industry Subjects: Brands; Consumer behavior; Consumer goods; Consumer marketing; Retailing; Sales promotions Length: 4p 587152 Title: PBS National Advertising Plan Author(s): Greyser, Stephen A.; Teopaco, John L. Publication Date: 02/02/1987 Product Type: Case (Field) Abstract: PBS (the U.S. national noncommercial television system) is considering whether or not to make a $20 million annual commitment for three years in advertising aimed at increasing viewership among existing PTV viewing households. The vehicle for the advertising would be commercial television. Provides background on public broadcasting and its audience and detailed results of a test market study of the proposed advertising plan. Geographic Setting: United States Industry Setting: Television Company Size: large Subjects: Advertising; Entertainment industry Length: 42p 576211 Title: PCM (A) Author(s): Abell, Derek F.; D''Cruz JR; D'Cruz, Joseph R.; D'Cruz, Joseph R.; ;
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D'Cruz, Joseph R. Publication Date: 04/06/1976 Revision Date: 03/08/1977 Product Type: Case (Library) Abstract: IBM is faced with competition from independent manufacturers who are marketing plug compatible peripherals for IBM systems. IBM has to decide what action to take to protect its market. Geographic Setting: United States Industry Setting: Computer industry Company Size: large Subjects: Competition; Computer industry; Marketing strategy; Strategic planning Length: 34p 577104 Title: PCM (B) Author(s): Abell, Derek F.; D''Cruz JR; D'Cruz, Joseph R.; D'Cruz, Joseph R.; ; D'Cruz, Joseph R. Publication Date: 01/25/1977 Revision Date: 03/01/1977 Product Type: Case (Library) Abstract: Describes the legal outcome of the IBM-Telex suit. Deals with the competitive inroads made by plug compatible manufacturers (PCMs) in the computer peripheral industry. To be used sequentially with the (A) case. Geographic Setting: United States Industry Setting: Computer industry Subjects: Competition; Computer industry; Marketing strategy; Strategic planning Length: 2p 505035 Title: PROPECIA: Helping Make Hair Loss History Author(s): Wosinska, Marta; Moon, Youngme Publication Date: 08/24/2004 Revision Date: 07/20/2006 Product Type: Case (Field) Abstract: In late 1997, Tom Casola, brand manager for Propecia, debates the best approach to market this breakthrough one-a-day pill for hair loss. This launch would be atypical for a prescription drug because of the key position of the consumer. As a result, the team's experience of past launches has little bearing on how its two available instruments, physician detailing and direct-to-consumer advertising, might play out in this case. Three issues present themselves as new: the form of advertising, the consumer message, and the balance between consumer and physician marketing efforts. The ensuing discussion allows participants to explore the goals of and interdependence between various marketing instruments. Geographic Setting: United States Industry Setting: Pharmaceutical industry Number of Employees: 70,000 Gross Revenues: $20 billion revenues Subjects: Advertising; Customer retention; Health care policy; Marketing strategy; Pharmaceuticals; Regulation; Resource allocation Length: 19p Supplementary Materials: Teaching Note, (506053), 17p, by Marta Wosinska Year New: 2004 9-508-708 Title: PSI India -- Will Balbir Pasha Help Fight AIDS? (A) and (B), Supporting Video DVD Author(s): Ofek, Elie Publication Date: 06/01/2008 Product Type: Case Video, DVD Abstract: An abstract is not available for this product. Subjects: NO SUBJECTS(KEYWORDS) Length: 3 min Year New: 2007 9-508-709 Title: PSI India -- Will Balbir Pasha Help Fight AIDS? (A) and (B), Supporting Video, VHS Author(s): Ofek, Elie Publication Date: 06/01/2008 Product Type: Case Video Abstract: The video contains television spots as part of the PSI India campaign against AIDS. Subjects: NO SUBJECTS(KEYWORDS) Length: 3 min List Price: $150.00 Year New: 2007 M312 Title: PacifiCare's African American Health Solutions (AAHS) Author(s): Lowery, Brian; Wheeler, S. Christian; Denend, Lyn Publication Date: 05/31/2006 Product Type: Case (Field) Publisher: Stanford University Abstract: PacifiCare's African American Health Solutions (AAHS) focused on improving the health outcomes of African Americans by providing culturally sensitive health education, health improvement opportunities, and access to high-quality health care services. By early 2006, approximately two years after the program's inception, the initiative had made significant headway in its two primary markets of Dallas and Los Angeles. In the new year, however, AAHS would face new challenges. Limited information was captured and tracked regarding the program's potential effect on the level of risk in the company's portfolio, and little was known about the profitability of the target
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community. Also, was AAHS making a positive contribution to the company? Finally, competition for African Americans' business was intensifying among health insurance providers. In 2006, AAHS had to define its purpose more clearly in the face of growing competition. The initiative also needed to decide on a customer acquisition approach. Was it really a goodwill program designed primarily to educate and inform African Americans? Or, was AAHS a powerful acquisition tool that should be integrated more directly into PacifiCare's mainstream customer acquisition strategy? Geographic Setting: United States Industry Setting: Health care industry Subjects: NO SUBJECTS(KEYWORDS) Length: 29p Year New: 2006 99A006 Title: Pacific Western Brewing Co.: Going Organic Author(s): Kennedy, John R.; Gleave, Tom Publication Date: 03/25/1999 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The president of Canadianbased Pacific Western Brewing Co. is preparing a Japan market entry strategy for the company's newly developed organic beer. Although she has considerable experience in Japan, several factors are at play which make this product entry particularly challenging. First the product is unlike any other in the market. Second, Japanese consumer behavior is undergoing a revolution. Third, the company's last product launch in Japan failed. Therefore, there is a higher than normal level of risk associated with the product launch. Geographic Setting: Canada; Japan Industry Setting: Food industry Company Size: mid-size Subjects: Beverages; Canada; Consumer behavior; Distribution; International marketing; Japan; Market entry; Pricing Length: 20p Supplementary Materials: Teaching Note, (899A06), 15p, by Tom Gleave 593057 Title: Packaged Products Co.: HandyPak Introduction Author(s): Cespedes, Frank V.; Goode, Laura Publication Date: 11/10/1992 Revision Date: 06/07/1994 Product Type: Case (Field) Abstract: The product manager and the
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market research director for a new line of snacking nuts are reviewing options concerning the upcoming roll-out of the product. These options include changes in pricing, promotional plans, and salesforce incentives intended to build support for the products across the various distribution and trade channels required for targeted sales goals. Geographic Setting: United States Industry Setting: Consumer products Company Size: large Number of Employees: 1,000 Gross Revenues: $1 billion revenues Subjects: Consumer marketing; Food; Marketing implementation; Marketing management; Marketing organization; Product management; Sales management Length: 20p Supplementary Materials: Teaching Note, (595022), 14p, by Frank V. Cespedes BH231 Title: Paid Search: The Innovation that Changed the Web Author(s): Laffey, Des Publication Date: 05/15/2007 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Search engines are key to the operation of the World Wide Web. This centrality, however, presents challenges: search engine providers face the problem of revenue generation when users expect free content, whilst advertisers need to attract the interest of searchers. The innovation that effectively addresses these challenges is the use of text advertisements based upon search topic, known as paid search. The method entails advertisers competing for top listing position through bidding in ongoing auctions and then paying when users click on their advertisements, making paid search a flexible and accountable form of advertising. Since its introduction in 1998, paid search has become the dominant form of online advertising and led to Google's $140 billion market capitalization in 2006. Analyzes the emergence of paid search and the mechanics of its operation, and offers managers guidance on its effective usage. Industry Setting: Advertising & public relations industries; IT industry Subjects: NO SUBJECTS(KEYWORDS) Length: 8p Year New: 2007 98M036 Title: Palliser Furniture Ltd. Author(s): Beamish, Paul W.; Goerzen, Anthony Publication Date: 12/04/1998 Revision Date: 12/18/2000 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Palliser is a large, successful family-owned furniture manufacturer in Manitoba, Canada, that must respond to the increasingly global nature of its business. Its current business strategy, a product of international trade liberalization, is clearly centered on exports to the United States. However, management perceives risks and limitations to growth with its current product/market position and must decide whether and how to change. Management is faced with a foreign entry mode decision in Mexico and/or China. This case is suitable for a course on international management, international marketing, or strategic management. Geographic Setting: Canada; United States; Mexico; China Industry Setting: Furniture industry Company Size: large Subjects: Canada; China; Furniture; International business; Market entry; Mexico; Plant location Length: 17p Supplementary Materials: Teaching Note, (898M36), 9p, by Paul W. Beamish, Anthony Goerzen 503S43 Title: Palm Computing: The Pilot Organizer, Spanish Version Author(s): Kosnik, Thomas J.; Atluru, Rajesh; Wasserstein, Kevin Publication Date: 09/24/1998 Revision Date: 12/15/1998 Product Type: LACC Case Abstract: Palm Computing appears to be the first to have gotten it "right" in the PDA (personal digital assistant) market. Palm Computing has designed a radically new product which will appeal to certain market segments. However, it is unclear how Palm Computing will fare against industry giant, Microsoft. Geographic Setting: California Industry Setting: Computer industry Subjects: Competition; Computer industry; New product marketing Length: 21p 599040 Title: Palm Computing: The Pilot Organizer Author(s): Kosnik, Thomas J.; Atluru, Rajesh; Wasserstein, Kevin Publication Date: 09/24/1998 Revision Date: 12/15/1998 Product Type: Case (Field) Abstract: Palm Computing appears to
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be the first to have gotten it "right" in the PDA (personal digital assistant) market. Palm Computing has designed a radically new product which will appeal to certain market segments. However, it is unclear how Palm Computing will fare against industry giant, Microsoft. Geographic Setting: California Industry Setting: Computer industry Subjects: Competition; Computer industry; New product marketing Length: 20p 576022 Title: Paper Distributors, Inc. (A) Author(s): Shapiro, Benson P. Publication Date: 07/01/1975 Revision Date: 11/05/1975 Product Type: Case (Field) Abstract: Presents background on the paper merchant (wholesaling) industry and describes Paper Distributors, Inc. Geographic Setting: Pittsburg, PA Industry Setting: Paper industry Company Size: small Gross Revenues: $10 million sales Subjects: Paper industry; Sales management; Wholesaling Length: 8p 576023 Title: Paper Distributors, Inc. (B) Author(s): Shapiro, Benson P. Publication Date: 07/01/1975 Product Type: Case (Field) Abstract: Presents a day and a half in the the life of a paper salesperson. The student can evaluate performance and activities and discuss methods of improving the salesperson's performance. Geographic Setting: Pittsburg, PA Industry Setting: Paper industry Company Size: small Gross Revenues: $10 million sales Subjects: Paper industry; Sales management; Wholesaling Length: 14p 576024 Title: Paper Distributors, Inc. (C) Author(s): Shapiro, Benson P. Publication Date: 07/01/1975 Revision Date: 04/26/1988 Product Type: Case (Field) Abstract: The sales manager of a paper merchant is asked to choose among three prospective sales people. He has applications and other material. Should be used with Paper Distributors, Inc. (A) which provides background on the industry and company. Geographic Setting: Pittsburg, PA Industry Setting: Paper industry Company Size: small Gross Revenues: $10 million sales Subjects: Paper industry; Recruitment; Sales management; Wholesaling
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Length: 14p Supplementary Materials: Supplement (Field), (576025), 6p, by Benson P. Shapiro 576025 Title: Paper Distributors, Inc. (D), Supplement Author(s): Shapiro, Benson P. Publication Date: 07/01/1975 Revision Date: 04/26/1988 Product Type: Supplement (Field) Abstract: Contains objective, confidential background on the three applicants and is designed to be passed out in the middle of class. Must be used with: (576024) Paper Distributors, Inc. (C). Industry Setting: Paper industry Subjects: Paper industry; Recruitment; Sales management; Wholesaling Length: 6p 584015 Title: Parametrics: A Unit of Barry Wright Corp. Author(s): Corey, E. Raymond; Kinnear, Constance M. Publication Date: 05/04/1984 Product Type: Case (Field) Abstract: This small division has developed an innovative and cost-saving design for a variable speed drive and is now the leading supplier. Its position is now threatened by several large competitors with full product lines and strong distribution systems. Geographic Setting: United States Industry Setting: Electric power Company Size: small Subjects: Distribution channels; Electric industries; Industrial markets Length: 21p 506035 Title: The Parisian Revival Author(s): Lal, Rajiv; Knoop, CarinIsabel Publication Date: 03/24/2006 Revision Date: 10/25/2007 Product Type: Case (Field) Abstract: In mid-2005, George Jones had two jobs: head of Saks Inc.'s 41store Parisian department store chain as well as president and CEO of the Saks Department Store Group (SDSG), an umbrella for seven chains with a total of 182 stores across the United States. In 2003 Jones had taken over direct management of the faltering Birmingham, Alabama-based Parisian, which operated moderate to upscale department stores in the southeastern United States. By mid-2005, he had succeeded in turning the business around. According to Jones, "between Q2 2003 and Q2 2005, we have registered eight successive growth quarters all the while reducing expenses. We had a dramatic impact on almost all of our stores. While some are growing at a single digit rate, we have registered 20% to 40% sales growth in many of our stores. Turns are up nearly 20% and profitability has improved over 90%. Geographic Setting: United States Industry Setting: Retail industry Event Year Start: 2005 Event Year End: 2005 Subjects: NO SUBJECTS(KEYWORDS) Length: 22p Year New: 2007 580085 Title: Parker Brothers (A) Author(s): Cady, John F. Publication Date: 03/01/1980 Revision Date: 07/03/1985 Product Type: Case (Field) Abstract: Focuses on the decision required of Parker Brothers regarding the necessity and advisability of recalling a new product that may have been related to the death of two children. Geographic Setting: United States Industry Setting: Toy industry Subjects: Marketing management; Marketing strategy; Product planning & policy; Product recalls; Product safety; Recreation; Toy industry Length: 11p Supplementary Materials: Teaching Note, (585034), 5p, by John A. Quelch 580086 Title: Parker Brothers (B) Author(s): Cady, John F. Publication Date: 03/01/1980 Revision Date: 09/29/1982 Product Type: Case (Field) Abstract: Describes the recall program designed by Parker Brothers following the death of two children, which may have been related to a new product. Geographic Setting: United States Industry Setting: Toy industry Subjects: Marketing management; Marketing strategy; Product planning & policy; Product recalls; Product safety; Recreation; Toy industry Length: 11p Supplementary Materials: Teaching Note, (585034), 5p, by John A. Quelch 575044 Title: Parkland Foods Corp.: Marketing in the Midst of a Consumerism Controversy Author(s): Ward, Scott Publication Date: 10/01/1974 Revision Date: 10/01/1979 Product Type: Case (Field) Abstract: Illustrates how companies can respond to consumerism pressures--in this case children's advertising. Students
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must understand consumer decision processes and analyze advertising effects from marketing and public policy perspectives. Geographic Setting: United States Industry Setting: Candy & confectionary industry Gross Revenues: $400 million sales Subjects: Advertising; Consumer behavior; Food; Marketing management; Public policy Length: 33p 594028 Title: Partnership for a Drug-Free America (A) Author(s): Rangan, V. Kasturi; Moeykens, Barbara; Walsh, Diana Chapman; Rudd, Rima E. Publication Date: 09/13/1993 Revision Date: 12/27/1993 Product Type: Case (Field) Abstract: Illustrates key issues that emerge when a marketing framework is applied to a social cause. Advertising and marketing professionals took up the anti-drug cause in 1986 with seed money from the American Association of Advertising Agencies and formed the Partnership for a Drug-Free America (PDFA). The PDFA continues to be the largest producer of anti-drug advertising in its attempt to change social norms and "unsell" illegal drug use. Teaching Purpose: To examine critical decisions faced by a national nonprofit group in marketing a social cause. Selection of target audience, strategic direction, and creative platform are examples of such decisions. Geographic Setting: New York, NY Industry Setting: Advertising industry Number of Employees: 30 Subjects: Advertising; Health; Market segmentation; Nonprofit organizations Length: 58p Supplementary Materials: Supplement (Field), (594029), 4p, by V. Kasturi Rangan, Barbara Moeykens, Diana Chapman Walsh, Rima E. Rudd; Case Video, (594509), 25 min, by Partnership for Drug Free 594029 Title: Partnership for a Drug-Free America (B) Author(s): Rangan, V. Kasturi; Moeykens, Barbara; Walsh, Diana Chapman; Rudd, Rima E. Publication Date: 09/13/1993 Revision Date: 11/09/1993 Product Type: Supplement (Field) Abstract: Discusses the expansion of the Partnership for a Drug-Free America facilitated by the involvement of James Burke, former CEO of Johnson & Johnson. Teaching Purpose: To juxtapose two different conceptual
Marketing
frameworks (marketing and public health) toward a health issue in the context of an organizational challenge to sustain a large-scale volunteer effort. Must be used with: (594028) Partnership for a Drug-Free America (A). Industry Setting: Advertising industry Subjects: Advertising; Health; Market segmentation; Nonprofit organizations Length: 4p 505025 Title: The Passion of the Christ (A) Author(s): Quelch, John A.; Elberse, Anita; Harrington, Anna Publication Date: 09/01/2004 Revision Date: 02/23/2005 Product Type: Case (Library) Abstract: Bob Berney, president of Newmarket Films, must decide on a distribution and marketing strategy for Mel Gibson's controversial new movie, The Passion of the Christ. Fueled by Gibson's star power as well as an extensive prescreening campaign among Christian leaders and others representing likely target audiences in the summer of 2003, the religious movie had started to generate publicity in mainstream media. Five months prior to the film's scheduled opening on February 25, 2004, Berney has to choose whether to continue with the prescreening campaign to stimulate further word-of-mouth among core audiences or switch to a mainstream media advertising campaign more commonly used to promote new movies. He also has to determine the appropriate distribution strategy, in particular whether to opt for a wide or limited release and whether to change the timing of the release. Geographic Setting: Hollywood, CA; United States Industry Setting: Entertainment industry; Film industry; Movie studio Number of Employees: 20 Gross Revenues: $400 million revenues Event Year Start: 2003 Event Year End: 2004 Subjects: Advertising; Distribution; Entertainment industry; Marketing planning; Marketing strategy; New product marketing Length: 17p Supplementary Materials: Supplement (Library), (505026), 4p, by John A. Quelch, Anita Elberse, Anna Harrington; Case Video, (506701), 15 min, by Anita Elberse, John A. Quelch; Case Video, DVD, (506702), 15 min, by Anita Elberse, John A. Quelch; Case Video, Streaming, (1-180-1), 15 min, by Anita Elberse, John A. Quelch Year New: 2005 505026 Title: The Passion of the Christ (B) Author(s): Quelch, John A.; Elberse, Anita; Harrington, Anna Publication Date: 09/01/2004 Revision Date: 02/23/2005 Product Type: Supplement (Library) Abstract: Supplements the (A) case. Must be used with: (505025) The Passion of the Christ (A). Subjects: Advertising; Distribution; Entertainment industry; Marketing planning; Marketing strategy; New product marketing Length: 4p Supplementary Materials: Case Video, (506701), 15 min, by Anita Elberse, John A. Quelch; Case Video, DVD, (506702), 15 min, by Anita Elberse, John A. Quelch Year New: 2005 506701 Title: The Passion of the Christ: An Interview with Bob Berney, President of Newmarket Films, Video (VHS) Author(s): Elberse, Anita; Quelch, John A. Publication Date: 08/01/2005 Product Type: Case Video Medium: Videotape Format: 1/2-inch V Abstract: Presents an interview of Bob Berney, who, in his role as president of Newmarket Films, oversaw the marketing strategy for the movie "The Passion of the Christ." One year after the movie's highly successful launch, Berney discusses, among other things, his reasons for distributing the movie, critical decisions that helped shape the movie's launch, unique challenges and opportunities in marketing the movie, and general marketing lessons. Must be used with: (505025) The Passion of the Christ (A); (505026) The Passion of the Christ (B). Subjects: NO SUBJECTS(KEYWORDS) Length: 15 min List Price: $150.00 Year New: 2005 506702 Title: The Passion of the Christ: An Interview with Bob Berney, President of Newmarket Films, Video (DVD) Author(s): Elberse, Anita; Quelch, John A. Publication Date: 08/01/2005 Product Type: Case Video, DVD Abstract: Presents an interview of Bob Berney, who, in his role as president of Newmarket Films, oversaw the marketing strategy for the movie "The Passion of the Christ." One year after the movie's highly successful launch, Berney discusses, among other things,
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his reasons for distributing the movie, critical decisions that helped shape the movie's launch, unique challenges and opportunities in marketing the movie, and general marketing lessons. Must be used with: (505025) The Passion of the Christ (A); (505026) The Passion of the Christ (B). Subjects: NO SUBJECTS(KEYWORDS) Length: 15 min Year New: 2005 507705 Title: Patents and Patients, Cipla, Video (DVD) Author(s): Deshpande, Rohit Publication Date: 02/27/2007 Product Type: Case Video Abstract: The head of Cipla, a $325million-dollar Indian pharmaceutical company and seller of low-cost AIDS drugs to South Africa, must decide what to do about Cipla's future. With India poised to enforce international patents in only two years, much of Cipla's product line could become unsaleable (give that it is based on product patents protected in industrialized countries). Describes Cipla's role in forcing global pharmaceutical companies to lower their prices for AIDS drugs. Must be used with: (503085) Cipla; (307021) Cipla, Teaching Note. May be used with: (506062) AIDS in Brazil. Subjects: NO SUBJECTS(KEYWORDS) Length: 7 min List Price: $150.00 Year New: 2007 507706 Title: Patents and Patients, Cipla, Video (VHS) Author(s): Deshpande, Rohit Publication Date: 02/27/2007 Product Type: Case Video Abstract: The head of Cipla, a $325million-dollar Indian pharmaceutical company and seller of low-cost AIDS drugs to South Africa, must decide what to do about Cipla's future. With India poised to enforce international patents in only two years, much of Cipla's product line could become unsalable (give that it is based on product patents protected in industrialized countries). Describes Cipla's role in forcing global pharmaceutical companies to lower their prices for AIDS drugs. Must be used with: (503085) Cipla; (307021) Cipla, Teaching Note. May be used with: (506062) AIDS in Brazil. Subjects: NO SUBJECTS(KEYWORDS) Length: 7 min List Price: $150.00
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Year New: 2007 577187 Title: Paul Harris Stores, Inc. Author(s): Salmon, Walter J.; Hanson KS Publication Date: 06/01/1977 Revision Date: 08/01/1978 Product Type: Case (Field) Abstract: An apparel retailing firm specializing in merchandise for women ages 15-30, was reconsidering its competitive positioning. Mr. Gerald Paul, president and general merchandise manager, was considering a proposal for "collections," a new subdepartment which would be put in 20 of the Paul Harris stores. This department would have slightly higher priced and more sophisticated merchandise and would create a "new merchandising image" for his firm. Geographic Setting: Indianapolis, IN Industry Setting: Apparel industry; Retail industry Gross Revenues: $33 million sales Subjects: Competition; Merchandising; Product positioning; Retailing; Strategic planning Length: 32p 503112 Title: Peabody Simpson at the Crossroads Author(s): Lal, Rajiv; Nohria, Nitin; Freeman, Leslie J. Publication Date: 06/25/2003 Product Type: Case (Field) Abstract: Three managing directors at Peabody Simpson had just returned from a firm-wide recruiting event at Columbia University, which they had covered together, as all were alumni. They were commiserating about having to submit revised forecasts to their division heads by the end of the week. Alec Hastings, head of Global Institutional Securities, wanted an update on year-to-date expense. They sat at their favorite watering hole and discussed the challenge of cutting $600 million out of the operating budget. Geographic Setting: United States Industry Setting: Financial services Number of Employees: 13,000 Event Year Start: 2003 Event Year End: 2003 Subjects: Customer relations; Financial services; Forecasting; Leadership; Management of change Length: 7p 594006 Title: Peak Electronics: Vendor Relationship with the Ford Motor Co. (A) Author(s): Rangan, V. Kasturi Publication Date: 07/02/1993 Revision Date: 06/03/1994 Product Type: Case (Field) Abstract: Peak Electronics, a printed circuit board manufacturer, wholly owned by Earl Yancey, an African American, was on the verge of going out of business because its only customer, Ford Motor Co., was not inclined to offer financial support to tide over a temporary financial crisis. This was ironic because Ford had put Peak Electronics into business about a year ago with generous partnering arrangements. Teaching Purpose: To highlight the key dimensions of a vendor-buyer relationship. May also be used to touch upon minority and small business issues and challenges. Geographic Setting: United States Industry Setting: Automotive industry Company Size: small Number of Employees: 25 Gross Revenues: $10 million revenues Subjects: Automotive supplies; Discrimination; Diversity; Industrial markets; Partnerships; Purchasing; Small business; Suppliers Length: 23p Supplementary Materials: Supplement (Field), (594007), 4p, by V. Kasturi Rangan; Supplement (Field), (594008), 3p, by V. Kasturi Rangan; Teaching Note, (595077), 11p, by V. Kasturi Rangan 594007 Title: Peak Electronics: Vendor Relationship with the Ford Motor Co. (B) Author(s): Rangan, V. Kasturi Publication Date: 07/02/1993 Revision Date: 06/06/1994 Product Type: Supplement (Field) Abstract: Presents a follow-up to the (A) case and outlines the response offered by Earl Yancey to keep his company viable and in operation. Teaching Purpose: To illustrate the elements of vendor-customer negotiation. Must be used with: (594006) Peak Electronics: Vendor Relationship with the Ford Motor Co. (A). Industry Setting: Automotive supplies Subjects: Automotive supplies; Discrimination; Diversity; Industrial markets; Partnerships; Purchasing; Small business; Suppliers Length: 4p Supplementary Materials: Teaching Note, (595077), 11p, by V. Kasturi Rangan 594008 Title: Peak Electronics: Vendor Relationship with the Ford Motor Co. (C) Author(s): Rangan, V. Kasturi Publication Date: 07/02/1993 Revision Date: 06/06/1994 Product Type: Supplement (Field) Abstract: Documents Peak's
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performance since the (B) case, and Ford's response. Teaching Purpose: To illustrate the elements of vendor-buyer negotiation strategies. Must be used with: (594006) Peak Electronics: Vendor Relationship with the Ford Motor Co. (A). Industry Setting: Automotive supplies Subjects: Automotive supplies; Discrimination; Diversity; Industrial markets; Partnerships; Purchasing; Small business; Suppliers Length: 3p Supplementary Materials: Teaching Note, (595077), 11p, by V. Kasturi Rangan 593077 Title: Pechazur Author(s): Quelch, John A.; Laidler, Nathalie Publication Date: 04/02/1993 Revision Date: 02/23/1998 Product Type: Case (Field) Abstract: Explores the issues and opportunities facing a company from a developing country, exporting and marketing to developed-country markets. Brings to light the key success factors necessary to operate within a developing economy environment. Geographic Setting: Cote d'Ivoire Industry Setting: Agribusiness Subjects: Africa; Agribusiness; Developing countries; International marketing Length: 24p Supplementary Materials: Teaching Note, (598107), 9p, by John A. Quelch 593101 Title: Pechazur S.A. Author(s): Quelch, John A.; Laidler, Nathalie Publication Date: 04/02/1993 Product Type: Case (Field) Abstract: French version of (9-593-077). Geographic Setting: Cote d'Ivoire Industry Setting: Agribusiness Subjects: Africa; Agribusiness; Developing countries; International marketing Length: 26p 574007 Title: Pennsylvania Pen Co. Author(s): DeBruicker, F. Stewart Publication Date: 08/06/1973 Product Type: Case (Field) Abstract: Describes a plan to introduce a 15 cent ball point pen, and asks students to devise a test marketing plan. The results of the test are given, and are useful for analysis of variance. This is a combination of two earlier cases by R.G.M. Sultan. Geographic Setting: United States Industry Setting: Consumer products
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Gross Revenues: $25 million sales Subjects: Consumer goods; Market research; New product marketing; Packaging; Pricing; Test markets; Variance analysis Length: 26p 904A10 Title: Pennzoil-Quaker State Canada: The One-to-One Decision (A) Author(s): Deutscher, Terry H.; Spalding, Christopher Publication Date: 04/20/2004 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The director of the lubricants business for Pennzoil-Quaker State Canada is facing a significant challenge--overcoming customer apathy about changing motor oil. Increasing the frequency of oil changes and improving retention of its customers were critical for the financial success of the company. In response to this challenge, the director had to decide on the adoption and implementation of a major new promotional program: One-to-One. The program was designed to create closer relationships among consumers, retailers, and Pennzoil-Quaker State. Making the program work required active cooperation on the part of retail installers who performed the oil changes. Geographic Setting: Canada Industry Setting: Automotive industry; Gasoline Company Size: mid-size Subjects: Advertising campaigns; Automotive supplies; Canada; Consumer marketing; Retailing; Sales promotions Length: 25p Supplementary Materials: Teaching Note, (804A10), 16p, by Terry H. Deutscher, Christopher Spalding; Supplement (Field), (904A11), 4p, by Terry H. Deutscher, Christopher Spalding Year New: 2004 904A11 Title: Pennzoil-Quaker State Canada: The One-to-One Decision (B) Author(s): Deutscher, Terry H.; Spalding, Christopher Publication Date: 04/20/2004 Product Type: Supplement (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Supplements the (A) case. Must be used with: (904A10) PennzoilQuaker State Canada: The One-to-One Decision (A). Geographic Setting: Canada Industry Setting: Automotive supplies; Retail industry Subjects: Advertising campaigns; Automotive supplies; Canada; Consumer marketing; Retailing; Sales promotions Length: 4p Supplementary Materials: Teaching Note, (804A10), 16p, by Terry H. Deutscher, Christopher Spalding Year New: 2004 582030 Title: Penobscot Poultry and the Maine Poultry Industry Author(s): Goldberg, Ray A.; Eagle JW Publication Date: 08/01/1981 Revision Date: 02/12/1982 Product Type: Case (Field) Abstract: The Maine poultry industry collapsed in the spring of 1981, leaving Penobscot Poultry as the only surviving and operating poultry processor. The owners, the Lewis family, face a new competitive environment and many questions about future strategy. Students are to analyze impact of changing costs and marketing practices on the industry and anticipate future needs. Geographic Setting: Maine Industry Setting: Poultry & egg production Gross Revenues: $45 million industry Subjects: Agriculture; Business conditions; Cost analysis; Food processing industry; Industry analysis; Strategic market planning Length: 30p 500073 Title: Pepcid AC: Racing to the OTC Market Author(s): King, Charles; Silk, Alvin J.; Berndt, Ernst; Klein, Lisa R. Publication Date: 02/04/2000 Revision Date: 06/18/2003 Product Type: Case (Field) Abstract: Pepcid management must decide whether to risk all in a race to be first in the over-the-counter market with a new heartburn remedy. Geographic Setting: Pennsylvania Industry Setting: Pharmaceutical industry Company Size: Fortune 500 Subjects: Brands; Competition; Market entry; Marketing strategy; Pharmaceuticals industry; Product positioning Length: 16p Supplementary Materials: Teaching Note, (503107), 12p, by Charles King, Alvin J. Silk, Ann Leamon 505S06 Title: Pepcid AC: Racing to the OTC Market, Spanish Version Author(s): King, Charles; Silk, Alvin J.; Berndt, Ernst; Klein, Lisa R. Publication Date: 02/04/2000
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Revision Date: 06/18/2003 Product Type: LACC Case Abstract: Pepcid management must decide whether to risk all in a race to be first in the over-the-counter market with a new heartburn remedy. Teaching Purpose: Allows exploration of first mover advantage, product positioning, market research, brand equity, new product development, and marketing strategy. Geographic Setting: Pennsylvania Industry Setting: Pharmaceutical industry Company Size: Fortune 500 Subjects: Brands; Competition; Market entry; Marketing strategy; Pharmaceuticals industry; Product positioning Length: 16p 500096 Title: The Peppers and Rogers Group Author(s): Deighton, John Publication Date: 04/17/2000 Revision Date: 09/28/2001 Product Type: Case (Field) Abstract: Can two successful authors build a scalable consulting practice based on their unique view of customer relationship management (CRM)? Should they emphasize strategy or execution? The case describes how Peppers and Rogers grew from two people earning speaker fees to a 160person publishing, consulting, and Internet technology promotion company. Now they want to grow faster and take advantage of the IPO capital market that has enabled the birth of competitors like Scient, Viant, and Zefer in the market for e-commerce and dot.com consulting. Geographic Setting: United States Industry Setting: Consulting Number of Employees: 160 Gross Revenues: $20 million revenues Subjects: Consulting; Customer relations; Growth strategy; Internet; Small business Length: 20p 506S16 Title: Pepsi Blue, Spanish Version Author(s): Quelch, John A. Publication Date: 03/02/2098 Revision Date: 08/11/1998 Product Type: LACC Case Abstract: Executives at Pepsico are considering a possible redesign of the Pepsi carbonated beverage packages worldwide to give the brand a modern, up-to-date image and "ownership" of the color blue against Coca-Cola's "ownership" of the color red. Geographic Setting: Global Industry Setting: Soft drink industry Gross Revenues: $30 billion revenues Subjects: NO
Marketing
SUBJECTS(KEYWORDS) Length: 11p 598097 Title: Pepsi Blue Author(s): Quelch, John A. Publication Date: 03/02/1998 Revision Date: 08/11/1998 Product Type: Case (Library) Abstract: Executives at Pepsico are considering a possible redesign of the Pepsi carbonated beverage packages worldwide to give the brand a modern, up-to-date image and "ownership" of the color blue against Coca-Cola's "ownership" of the color red. Geographic Setting: Global Industry Setting: Soft drink industry Gross Revenues: $30 billion revenues Subjects: Advertising; Beverages; Brands; International business; International marketing; Packaging Length: 9p Supplementary Materials: Teaching Note, (500110), 4p, by John A. Quelch; Teaching Note, (504042), 4p, by John A. Quelch 504S25 Title: Pepsi-Cola (A), Spanish Version Author(s): Salmon, Walter J.; Palesy, Steven R. Publication Date: 12/01/1978 Revision Date: 01/13/1986 Product Type: LACC Case Abstract: Combining aspects of a functionally organized marketing management system, with a franchised channel of distribution network. Focuses on extending an innovative promotional program to a market where competitive conditions differ. Geographic Setting: United States Industry Setting: Beverage industry Company Size: Fortune 500 Gross Revenues: $3 billion sales Subjects: Beverages; Communication; Competition; Consumer marketing; Distribution planning; Marketing organization; Product management Length: 33p 579108 Title: Pepsi-Cola (A) Author(s): Salmon, Walter J.; Palesy, Steven R. Publication Date: 12/01/1978 Revision Date: 01/13/1986 Product Type: Case (Field) Abstract: Combining aspects of a functionally organized marketing management system, with a franchised channel of distribution network. Focuses on extending an innovative promotional program to a market where competitive conditions differ. Geographic Setting: United States Industry Setting: Beverage industry Company Size: Fortune 500 Gross Revenues: $3 billion sales Subjects: Beverages; Communication; Competition; Consumer marketing; Distribution planning; Marketing organization; Product management Length: 33p 589045 Title: Pepsi-Cola Fountain Beverage Division: Marketing Organization Author(s): Cespedes, Frank V.; King, Jon E. Publication Date: 10/14/1988 Product Type: Case (Field) Abstract: Pepsi-Cola's Fountain Beverage Division (FBD) is responsible for sales of Pepsi's soft drink syrups to fountain outlets (i.e., any location where a consumer purchases a soft drink not in a bottle or can). FBD has been growing rapidly, but its president believes that the fountain business differs in several ways from the bottle-and-can business that dominates Pepsi's operations and the structure of its marketing efforts. Key issues in the case are: should FBD's marketing be organized by channel (rather than brand, as in the bottle-andcan business); and, if so, what would this mean for the division's structure and for the skills required to operate within a new organization of marketing activities? Geographic Setting: United States Industry Setting: Beverage industry Company Size: Fortune 500 Gross Revenues: $9 billion revenues Subjects: Beverages; Distribution channels; Marketing management; Marketing organization; Marketing strategy; Sales management; Sales organization Length: 23p Supplementary Materials: Teaching Note, (591100), 14p, by Frank V. Cespedes 589060 Title: Pepsi-Cola Fountain Beverage Division: Tea Breeze Author(s): Cespedes, Frank V.; King, Jon E. Publication Date: 10/17/1988 Revision Date: 11/01/1989 Product Type: Case (Field) Abstract: The director of new product development at Pepsi-Cola's Fountain Beverage Division (FBD) faces several decisions concerning Tea Breeze, FBD's new iced tea fountain syrup. Specifically, the director must decide whether or not to recommend a national roll-out of the new product (which has been test marketed in one market for the past year) and, if so, at what price and with what marketing plan designed to bolster Pepsi bottlers and sales force support for the new product. The case raises
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issues of marketing strategy and sales and distribution channel management, as well as providing a detailed look at the internal process of new product introductions in a large, complex consumer goods company. Geographic Setting: United States Industry Setting: Beverage industry Company Size: Fortune 500 Gross Revenues: $9 billion revenues Subjects: Beverages; Distribution channels; Marketing implementation; Marketing management; New product marketing; Pricing; Sales management Length: 22p Supplementary Materials: Teaching Note, (591101), 15p, by Frank V. Cespedes 584052 Title: Pepsi-Cola United Kingdom (A) Author(s): Shapiro, Benson P.; Hoff, Edward J. Publication Date: 11/10/1983 Revision Date: 06/27/1985 Product Type: Case (Field) Abstract: On January 2, 1983 PepsiCola United Kingdom had to develop a plan to defend its successful Diet Pepsi brand against the about to be introduced diet Coke. Contains useful material on competitive behavior and on U.S. versus U.K. consumer behavior. Geographic Setting: United Kingdom Industry Setting: Soft drink industry Company Size: Fortune 500 Gross Revenues: $10 million sales Subjects: Beverages; Competition; Consumer marketing; International marketing; Marketing management; Marketing mixes; United Kingdom Length: 19p Supplementary Materials: Supplement (Field), (584053), 1p, by Benson P. Shapiro, Edward J. Hoff; Supplement (Field), (584054), 1p, by Benson P. Shapiro, Edward J. Hoff; Teaching Note, (585032), 19p, by Benson P. Shapiro 584053 Title: Pepsi-Cola United Kingdom (B) Author(s): Shapiro, Benson P.; Hoff, Edward J. Publication Date: 11/10/1983 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (584052) Pepsi-Cola United Kingdom (A). Geographic Setting: United Kingdom Subjects: Beverages; Competition; Consumer marketing; International marketing; Marketing management; Marketing mixes; United Kingdom Length: 1p Supplementary Materials: Teaching Note, (585032), 19p, by Benson P. Shapiro
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584054 Title: Pepsi-Cola United Kingdom (C) Author(s): Shapiro, Benson P.; Hoff, Edward J. Publication Date: 11/10/1983 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (584052) Pepsi-Cola United Kingdom (A). Geographic Setting: United Kingdom Subjects: Beverages; Competition; Consumer marketing; International marketing; Marketing management; Marketing mixes; United Kingdom Length: 1p Supplementary Materials: Teaching Note, (585032), 19p, by Benson P. Shapiro 590121 Title: Perceptual Mapping: A Manager's Guide Author(s): Dolan, Robert J. Publication Date: 07/05/1990 Product Type: Note Abstract: Describes the perceptual mapping technique in a non-technical fashion. The procedure is useful for the depiction of the structure of the market. Discusses alternative methods, presents examples of each, and shows how the maps can be used in marketing decision making. Subjects: Decision making; Market research Length: 11p UV0436 Title: Perdue Farms, Incorporated Author(s): Ring, Lawrence; Shaw, Gary; Johnson, Mark W Publication Date: 04/02/1991 Revision Date: 03/01/1993 Product Type: Case (Field) Abstract: Perdue Farms, the highly successful marketer of brand-name chicken, is considering the introduction of a chicken hot dog to the market. The decision is complicated by a variety of factors, including top management's concerns and conditions, potential ramifications of the hot dog for the company's high-quality image, the uncertainty of market response, uncertainties about how to position the new product, potential consumer objections to use of mechanically deboned meat, and the uncertainty of profitability at recommended levels of marketing costs. Subjects: NO SUBJECTS(KEYWORDS) Length: 15p Supplementary Materials: Teaching Note, (UV0302), 11p, by Lawrence Ring Year New: 2007 506006 Title: Perelson Weiner LLP Author(s): Steenburgh, Thomas; Narayandas, Das Publication Date: 10/28/2005 Revision Date: 08/15/2006 Product Type: Case (Field) Abstract: Perelson Weiner LLP, a successful accounting firm in New York City, is re-evaluating its incentive strategy as it makes plans to grow its business. Geographic Setting: New York, NY Industry Setting: Accounting industry; Professional services Number of Employees: 40 to 50 Gross Revenues: $13 million revenues Event Year Start: 2005 Event Year End: 2005 Subjects: NO SUBJECTS(KEYWORDS) Length: 27p Supplementary Materials: Teaching Note, (506080), 18p, by Thomas Steenburgh Year New: 2005 R0511G Title: The Perfect Message at the Perfect Moment Author(s): Kalyanam, Kirthi; Zweben, Monte Publication Date: 11/01/2005 Product Type: Harvard Business Review Article Abstract: Marketers planning promotional campaigns ask questions to boost the odds that the messages will be accepted: Who should receive each message? What should be its content? How should we deliver it? The one question they rarely ask is: When should we deliver it? That's too bad, because in marketing, timing is arguably the most important variable of all. Indeed, there are moments in a customer's relationship with a business when she wants to communicate with that business because something has changed. If the company contacts her with the right message in the right format at the right time, there's a good chance of a warm reception. The question of when can be answered by a new computer-based model called "dialogue marketing," which is, to date, the highest rung on an evolutionary ladder that ascends from database marketing to relationship marketing to one-to-one marketing. Its principal advantages over older approaches are that it is completely interactive, exploits many communication channels, and is "relationship aware," that is, it continuously tracks every nuance of the customer's interaction with the business. Thus, dialogue marketing responds to each transition in that relationship at the
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moment the customer requires attention. Turning a traditional marketing strategy into a dialogue marketing program is a straightforward matter. Begin by identifying the batch communications you make with customers, then ask yourself what events could trigger those communications to make them more timely. Add a question or call to action to each message and prepare a different treatment or response for each possible answer. Finally, create a series of increasingly urgent calls to action that kick in if the question or call to action goes unanswered by the customer. As dialogue marketing proliferates, it may provide the solid new footing that Madison Avenue seeks. Industry Setting: Airline industry; Computer peripherals; Gambling industry; Grocery stores Subjects: NO SUBJECTS(KEYWORDS) Length: 6p Year New: 2005 219X Title: The Perfect Message at the Perfect Moment (HBR OnPoint Enhanced Edition) Author(s): Kalyanam, Kirthi; Zweben, Monte Publication Date: 11/01/2005 Product Type: HBR OnPoint Article Abstract: Marketers planning promotional campaigns ask questions to boost the odds that the messages will be accepted: Who should receive each message? What should be its content? How should we deliver it? The one question they rarely ask is: When should we deliver it? That's too bad, because in marketing, timing is arguably the most important variable of all. Indeed, there are moments in a customer's relationship with a business when she wants to communicate with that business because something has changed. If the company contacts her with the right message in the right format at the right time, there's a good chance of a warm reception. The question of when can be answered by a new computer-based model called "dialogue marketing," which is, to date, the highest rung on an evolutionary ladder that ascends from database marketing to relationship marketing to one-to-one marketing. Its principal advantages over older approaches are that it is completely interactive, exploits many communication channels, and is "relationship aware," that is, it continuously tracks every nuance of the customer's interaction with the business. Thus, dialogue marketing responds to each transition in that relationship at the moment the customer requires attention.
Marketing
Turning a traditional marketing strategy into a dialogue marketing program is a straightforward matter. Begin by identifying the batch communications you make with customers, then ask yourself what events could trigger those communications to make them more timely. Add a question or call to action to each message and prepare a different treatment or response for each possible answer. Finally, create a series of increasingly urgent calls to action that kick in if the question or call to action goes unanswered by the customer. As dialogue marketing proliferates, it may provide the solid new footing that Madison Avenue seeks. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p List Price: $6.50 Year New: 2005 590010 Title: Performance Curves: Costs, Prices, and Value Author(s): Shapiro, Benson P.; Dolan, Robert J. Publication Date: 09/12/1989 Product Type: Note Abstract: Explains the concept of a family of performance curves. The most well known is the price/performance curve relating the prices of items in a product line to their performance. Also discusses the cost/performance curve and its impact on product positioning, product line length, and technological options. Also introduces a reservation price or value/performance curve. All are considered in the context of competitive behavior. Subjects: Competition; Pricing; Product lines; Product planning & policy; Product positioning; Technological change Length: 33p 999007 Title: Performance-Based Pricing Is More Than Pricing Author(s): Shapiro, Benson P. Publication Date: 02/25/2002 Product Type: Note Abstract: Explains the opportunities and limitations of using performance-based pricing in which the price paid is a function of the quality provided. Includes application guidelines. Subjects: Pricing; Pricing strategy; Profitability analysis Length: 4p 586041 Title: Peripheral Products Co. Author(s): Cespedes, Frank V. Publication Date: 08/20/1985 Product Type: Case (Field) Abstract: Focuses on the problems inherent in dealing with a gray market (i.e., a situation in which customers resell a manufacturer's product in ways unintended and undesired by the manufacturer). Raises issues of managing multiple channels of distribution, pricing policy and the impact on distribution strategy and management, and field sales management. The product is disk drives used in computer systems, and Note on the Disk Drive Industry--1985 is available to instructors who want more detailed information about the product, industry structure, and major competitive trends. Geographic Setting: United States Company Size: large Gross Revenues: $1.5 billion sales Subjects: Distribution channels; Distribution planning; Marketing implementation; Marketing management; Pricing; Sales management Length: 23p 586124 Title: Peripheral Products Co.: The "Gray Market" for Disk Drives Author(s): Cespedes, Frank V. Publication Date: 01/10/1986 Revision Date: 11/28/2006 Product Type: Case (Field) Abstract: In mid-1985, the vice president of marketing for a large manufacturer of disk drives is considering how to deal with a growing "gray market" for his company's products. The case provides good background material on the evolution of gray markets throughout the disk drive industry, and raises related issues of pricing policies, distribution strategy, and sales force management. A condensed version of Note on the Disk Drive Industry, and Peripheral Products Co. Geographic Setting: United States Industry Setting: Computer industry Company Size: large Gross Revenues: $1.5 billion assets Subjects: Distribution channels; Marketing implementation; Marketing management; Marketing organization; Marketing strategy; Pricing Length: 22p Supplementary Materials: Teaching Note, (587123), 20p, by Frank V. Cespedes 582101 Title: Perkin-Elmer: Data Systems Group Author(s): Dolan, Robert J. Publication Date: 03/23/1982 Revision Date: 08/19/1985 Product Type: Case (Field) Abstract: Planning at Perkin-Elmer consists of two integrated processes: financial planning and business
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planning. Describes these two processes in detail. The focus then shifts to a particular operation within Perkin-Elmer to follow the execution of the planning process. Provides comments from three senior executives on the merits and problems of the planning process. Students are asked to evaluate the planning process and recommend changes to achieve desired benefits. Geographic Setting: New Jersey Industry Setting: Computer industry Gross Revenues: $232 million sales Subjects: Corporate strategy; Marketing planning; Process analysis; Resource allocation Length: 18p Supplementary Materials: Teaching Note, (583030), 12p, by Robert J. Dolan 574069 Title: Perkins Engines (B) Author(s): Brown, Milton P.; Ratichek, J.A.; Leonhard, J.H. Publication Date: 07/10/1974 Revision Date: 04/25/1975 Product Type: Case (Field) Abstract: Perkins sells diesel engines worldwide with original equipment markets as the principal customers. The case deals with the appropriateness of a new organization which has principal impact on the marketing organization. Product marketing managers by engine application have been appointed to coordinate worldwide sales in a matrix with the existing geographic sales operations. The case details trends in the market which have led to the reorganization and presents reactions of sales operations personnel to the new role of product marketing manager. Geographic Setting: United Kingdom Industry Setting: Engine industry Gross Revenues: L95 million 1972 sales Subjects: Industrial markets; Interdepartmental relations; International marketing; Machinery; Marketing organization; Marketing strategy; Organizational structure; Product planning & policy Length: 17p 503S61 Title: Perrier Recall: A Source of Trouble, Spanish Version Author(s): Greyser, Stephen A.; Klein, Norman Publication Date: 04/10/1990 Product Type: LACC Case Abstract: When a laboratory discovered traces of the carcinogen benzene in bottles of Perrier, Group Perrier of America immediately announced a voluntary U.S. recall of all Perrier brand imported water. This case describes press coverage of the U.S. recall and the
Marketing
worldwide recall that followed. Also presents key statements by company officials (some presented in the form of advertisements) and various experts. Students are encouraged to explore the several kinds of issues that emerged as the company attempted to explain its problems and advocate the purity of its product. Concludes with the announcement of the relaunch of the brand with "nouvelle production." Geographic Setting: United States; France Industry Setting: Beverage industry Subjects: Advertising; Beverages; Management of crises; Product recalls; Public relations Length: 5p Supplementary Materials: LACC Supplement, (503S60), 2p, by Stephen A. Greyser, Norman Klein 590104 Title: Perrier Recall: A Source of Trouble Author(s): Greyser, Stephen A.; Klein, Norman Publication Date: 04/10/1990 Product Type: Case (Library) Abstract: When a laboratory discovered traces of the carcinogen benzene in bottles of Perrier, Group Perrier of America immediately announced a voluntary U.S. recall of all Perrier brand imported water. This case describes press coverage of the U.S. recall and the worldwide recall that followed. Also presents key statements by company officials (some presented in the form of advertisements) and various experts. Students are encouraged to explore the several kinds of issues that emerged as the company attempted to explain its problems and advocate the purity of its product. Concludes with the announcement of the relaunch of the brand with "nouvelle production." Geographic Setting: United States; France Industry Setting: Beverage industry Subjects: Advertising; Beverages; Management of crises; Product recalls; Public relations Length: 4p Supplementary Materials: Supplement (Library), (590130), 2p, by Stephen A. Greyser, Norman Klein 503S60 Title: Perrier Relaunch Author(s): Greyser, Stephen A.; Klein, Norman Publication Date: 06/27/1990 Product Type: LACC Supplement Abstract: Supplements Perrier Recall: A Source of Trouble. Must be used with: (503S61) Perrier Recall: A Source of Trouble, Spanish Version. Industry Setting: Advertising industry Subjects: Advertising; Beverages; Management of crises; Product recalls; Public relations Length: 2p 590130 Title: Perrier Relaunch Author(s): Greyser, Stephen A.; Klein, Norman Publication Date: 06/27/1990 Product Type: Supplement (Library) Abstract: Supplements Perrier Recall: A Source of Trouble. Must be used with: (590104) Perrier Recall: A Source of Trouble. Industry Setting: Advertising industry Subjects: Advertising; Beverages; Management of crises; Product recalls; Public relations Length: 2p 507039 Title: Personal Selling and Sales Management Author(s): Steenburgh, Thomas Publication Date: 11/07/2006 Revision Date: 12/04/2006 Product Type: Note Abstract: Develop a better understanding of what salespeople do, what motivates them to succeed, and how to effectively manage their efforts. May be used with: (507045) Sell Yourself!. Subjects: NO SUBJECTS(KEYWORDS) Length: 11p Year New: 2006 907A19 Title: Personal Shoppers at Sears: The Elf Initiative Author(s): Chandrasekhar, Ramasastry; Murray, Kyle Publication Date: 01/10/2008 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The senior vice-president of Corporate Store Sales, Sears Canada (Sears), was reviewing a new retailing initiative scheduled to launch within a month in all full-line Sears department stores across Canada. For the holiday season, Sears would offer the services of an elf, the equivalent of a personal shopper, to its customers. Although personal shoppers were common in upscale department stores, especially in the United States, this concept had not been tried in Sears stores. Taylor wondered how customers would respond to this novel concept in Canadian retailing. Geographic Setting: Canada Industry Setting: Retail industry Subjects: NO
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SUBJECTS(KEYWORDS) Length: 13p Supplementary Materials: Teaching Note, (807A19), 5p, by Kyle Murray F0104E Title: Personalization? No Thanks Author(s): Nunes, Paul F.; Kambil, Ajit Publication Date: 04/01/2001 Product Type: Harvard Business Review Article Abstract: A study indicates that on-line shoppers would rather customize Web site information themselves than have personalization software do it for them. But the best customer-retention strategy may be a combination of both approaches. Subjects: Consumer marketing; Customization; Electronic commerce Length: 2p 584080 Title: Petite Playthings, Inc.--1984 (A) Author(s): Shapiro, Benson P. Publication Date: 03/24/1984 Revision Date: 08/15/1990 Product Type: Case (Gen Exp) Abstract: Provides background information for the (B) case, in which a young sales person is asked for a bribe by an experienced children's wear buyer. Geographic Setting: United States Industry Setting: Apparel industry Company Size: mid-size Gross Revenues: $50 million sales Subjects: Bribery; Clothing; Ethics; Marketing management; Sales management Length: 1p Supplementary Materials: Supplement (Gen Exp), (584081), 2p, by Benson P. Shapiro; Teaching Note, (584095), 9p, by Benson P. Shapiro 584081 Title: Petite Playthings, Inc.--1984 (B) Author(s): Shapiro, Benson P. Publication Date: 03/28/1984 Revision Date: 08/08/1987 Product Type: Supplement (Gen Exp) Abstract: Supplements the (A) case. Must be used with: (584080) Petite Playthings, Inc.--1984 (A). Industry Setting: Apparel industry Subjects: Bribery; Clothing; Ethics; Marketing management; Sales management Length: 2p Supplementary Materials: Teaching Note, (584095), 9p, by Benson P. Shapiro M292A Title: The PhD Project: The Marketing of Business School Faculty Diversity (A) Author(s): Grier, Sonya; Briley, Donnel
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A. Publication Date: 06/01/1997 Product Type: Case (Field) Publisher: Stanford University Abstract: Examines the situation facing a group of representatives from the private, public, and nonprofit sectors attempting to increase the diversity of business school faculties. Focuses on the issues faced in mid-1994 by the KPMG Peat Marwick Foundation and its partners in their joint effort to generate more ethnic diversity in business school faculties and, ultimately, in business school classrooms and corporate workforces. Gives background on a prior series of meetings held to discuss what could be done to address the lack of minorities in business. The consensus in these meetings was that efforts should be made to increase the number of minority business school faculty by augmenting the supply of minority doctoral students in business. Discusses the various factors speculated to contribute to the lack of diversity in business school faculty. Gives background to marketing strategy development, and ends with the group trying to figure out what to do. The case decision is a meeting in September 1994 to analyze relevant information and develop a strategy to increase minority applicants to Ph.D. programs. Industry Setting: Higher education Subjects: Business & society; Communication strategy; Diversity; Faculty & students; Higher education; Marketing implementation; Marketing mixes; Marketing planning; Marketing strategy; Nonprofit marketing; Social change Length: 26p Supplementary Materials: Supplement (Field), (M292B), 5p, by Sonya Grier, Donnel A. Briley; Teaching Note, (M292T), 25p, by Sonya Grier, Donnel A. Briley M292B Title: The PhD Project: The Marketing of Business School Faculty Diversity (B) Author(s): Grier, Sonya; Briley, Donnel A. Publication Date: 06/01/1997 Product Type: Supplement (Field) Publisher: Stanford University Abstract: Supplements the (A) case. Must be used with: (M292A) The PhD Project: The Marketing of Business School Faculty Diversity (A). Industry Setting: Higher education Subjects: Business & society; Communication strategy; Diversity; Faculty & students; Higher education; Marketing implementation; Marketing mixes; Marketing planning; Marketing strategy; Nonprofit marketing; Social change Length: 5p Supplementary Materials: Teaching Note, (M292T), 25p, by Sonya Grier, Donnel A. Briley P38 Title: Pharmaceutical Switching Author(s): Baron, David P. Publication Date: 08/27/2001 Product Type: Case (Library) Publisher: Stanford University Abstract: In an unprecedented move in mid-1998, Blue Cross of California, a unit of WellPoint Health Networks, Inc., filed a Citizen Petition with the FDA to switch Claritin, manufactured by Schering-Plough, and two other secondgeneration antihistamines from prescription-only to over-the-counter (OTC) status. Prescription pharmaceuticals like Claritin were covered by insurance programs, whereas OTC drugs were not. In the late 1990s, U.S. spending on prescription pharmaceuticals had increased significantly, in part as a result of directto-consumer advertising of prescription drugs, and posed a substantial burden on insurance companies. Blue Cross argued that the switch would make the drugs more widely available to consumers and would benefit consumers because the secondgeneration antihistamines were non sedating, unlike the 100 antihistamines sold on the OTC market. Manufacturers opposed the switch because it would put the second-generation antihistamines under considerable price pressure and would disrupt their product planning. Moreover, a switch initiated by an insurance company could lead to future petitions for switches of other prescription drugs. Just under three years later, on May 11, 2001, an FDA advisory committee voted overwhelmingly that the three secondgeneration antihistamines could safely be marketed over the counter. Although the vote was not binding, the FDA usually acted in accord with the judgements of its advisory committees. The pharmaceutical companies strongly objected to the committee's vote and faced the challenge of developing a strategy for dealing with the threat. Geographic Setting: United States Industry Setting: Pharmaceutical industry Gross Revenues: $131.9 billion spending in 2000 Subjects: Health care; Marketing strategy; Pharmaceuticals industry; Product management; Strategy formulation Length: 12p
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590108 Title: Philip Morris Companies' "Bill of Rights" Sponsorship Program Author(s): Greyser, Stephen A.; Klein, Norman Publication Date: 04/20/1990 Product Type: Case (Library) Abstract: Describes the new policy of the National Archives of inviting corporate cosponsorship of historic exhibits and commemorations. In November 1989, Philip Morris Companies (PM) became the first cosponsor of the bicentennial commemoration of the Bill of Rights, and used the announcement of the cosponsorship as the foundation of a major corporate identity and image campaign in mass media. Also describes other current PM initiatives to sustain and improve its corporate image. Students are encouraged to think through the potential benefits and risks of PM's corporate campaigns, and then to examine the dimensions of this particular campaign. Geographic Setting: United States Industry Setting: Consumer products; Tobacco industry Company Size: Fortune 500 Subjects: Advertising; Public relations; Tobacco industry Length: 9p Supplementary Materials: Supplement (Library), (590109), 2p, by Stephen A. Greyser, Norman Klein 590109 Title: Philip Morris Companies' "Bill of Rights" Sponsorship Program, Responses Author(s): Greyser, Stephen A.; Klein, Norman Publication Date: 04/17/1990 Product Type: Supplement (Library) Abstract: Describes the reactions of public interest groups, members of the House of Representatives, and others. Further documents reactions to the choice of Philip Morris (PM) as a sponsor. Invites students to weigh the corporate pluses and minuses for PM, given these reactions. Must be used with: (590108) Philip Morris Companies' "Bill of Rights" Sponsorship Program. Industry Setting: Advertising industry; Tobacco industry Subjects: Advertising; Public relations; Tobacco industry Length: 2p 506S27 Title: Philip Morris: Marlboro Friday (A), Spanish Version Author(s): Silk, Alvin J.; Isaacson, Bruce Publication Date: 09/19/1995 Revision Date: 12/22/1997
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Product Type: LACC Case Abstract: On April 2, 1993 Philip Morris USA launched an elaborate integrated program of consumer and retail promotions of unspecified duration that effectively slashed the retail price of its flagship brand, Marlboro, by 20% in the U.S. market. This program represented a major shift in strategy designed by Philip Morris to reverse the alarming declines in Marlboro's market share, which had occurred in the face of severe price competition from discount brands. Given Marlboro's status as one of the world's premier brands and the changing environment of consumer marketing, the date these actions were announced was immediately labeled "Marlboro Friday" and heralded as a milestone in marketing history. This case describes the state of the cigarette industry in the early 1990s, reviews the history of Philip Morris and Marlboro, and sets forth the key elements of the radical defensive strategy launched on Marlboro Friday. Did Marlboro's actions represent incisive brand strategy and enlightened brand management? What were the long-term implications of Marlboro Friday? Geographic Setting: United States Industry Setting: Tobacco industry Number of Employees: 173,000 Gross Revenues: $60.9 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 23p Supplementary Materials: LACC Supplement, (506S28), 3p, by Alvin J. Silk, Bruce Isaacson Year New: 2006 596001 Title: Philip Morris: Marlboro Friday (A) Author(s): Silk, Alvin J.; Isaacson, Bruce Publication Date: 09/19/1995 Revision Date: 12/22/1997 Product Type: Case (Field) Abstract: On April 2, 1993 Philip Morris USA launched an elaborate integrated program of consumer and retail promotions of unspecified duration that effectively slashed the retail price of its flagship brand, Marlboro, by 20% in the U.S. market. This program represented a major shift in strategy designed by Philip Morris to reverse the alarming declines in Marlboro's market share, which had occurred in the face of severe price competition from discount brands. Given Marlboro's status as one of the world's premier brands and the changing environment of consumer marketing, the date these actions were announced was immediately labeled "Marlboro Friday" and heralded as a milestone in marketing history. This case describes the state of the cigarette industry in the early 1990s, reviews the history of Philip Morris and Marlboro, and sets forth the key elements of the radical defensive strategy launched on Marlboro Friday. Did Marlboro's actions represent incisive brand strategy and enlightened brand management? What were the long-term implications of Marlboro Friday? Geographic Setting: United States Industry Setting: Tobacco industry Number of Employees: 173,000 Gross Revenues: $60.9 billion revenues Subjects: Brands; Consumer marketing; Marketing management; Marketing strategy; Pricing; Tobacco industry Length: 20p Supplementary Materials: Supplement (Field), (596002), 3p, by Alvin J. Silk, Bruce Isaacson 596002 Title: Philip Morris: Marlboro Friday (B) Author(s): Silk, Alvin J.; Isaacson, Bruce Publication Date: 09/19/1995 Revision Date: 05/21/1996 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (596001) Philip Morris: Marlboro Friday (A). Industry Setting: Tobacco industry Subjects: Brands; Consumer marketing; Marketing management; Marketing strategy; Pricing; Tobacco industry Length: 3p UV0303 Title: Philips Lighting Company: The Earth Light Author(s): Farris, Paul W.; Gatto, Sheryl Publication Date: 09/23/1992 Revision Date: 12/10/2004 Product Type: Case (Field) Abstract: This case describes the introduction and marketing of an extended-life fluorescent bulb to replace incandescent bulbs. With the new bulb selling at retail for $15 to $20, successful marketing of the new bulb will require a major change in buying habits of both consumers and the trade. Subjects: NO SUBJECTS(KEYWORDS) Length: 14p Supplementary Materials: Teaching Note, (UV0304), 5p, by Paul W. Farris Year New: 2007 806061 Title: Pine Ridge Winery, LLC Global Environment (B) Author(s): Barley, Lauren; Lassiter, Joseph B., III Publication Date: 11/23/2005 Revision Date: 11/07/2006 Product Type: Supplement (Field)
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Abstract: An abstract is not available for this product. Must be used with: (806060) Pine Ridge Winery, LLC (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2006 593045 Title: Pioneer Hi-Bred International: Developing An Environmental Statement and Strategy Author(s): Goldberg, Ray A.; Koppell C Publication Date: 10/19/1992 Product Type: Case (Field) Abstract: Farmers want less chemicals and pesticides in their family operations. Can Pioneer develop research programs that are more environmentally compatible with the needs of producers, consumers, and environmentalists? Geographic Setting: United States Industry Setting: Seed industry Company Size: large Gross Revenues: $1 billion revenues Subjects: Agribusiness; Agriculture; Environmental protection Length: 47p 593003 Title: Pioneer in Egypt and Ethiopia Author(s): Goldberg, Ray A.; Theobald, David M. Publication Date: 11/16/1992 Revision Date: 12/02/1992 Product Type: Case (Field) Abstract: Pioneer Hi-Bred creates special seed products for Egypt and Ethiopia and has to decide on valueadded operations in one country and market development in the other as the total company attempts to provide a world strategy for Africa. Teaching Purpose: To identify the opportunities and challenges in Africa for a major U.S. global seed firm and assess alternative strategies. Geographic Setting: Global Industry Setting: Seed industry Company Size: Fortune 500 Gross Revenues: $1 billion revenues Subjects: Africa; Agribusiness; International marketing Length: 45p 591028 Title: Pioneer in the Soviet Union Author(s): Goldberg, Ray A.; O'Keefe, Edmund Publication Date: 09/17/1990 Revision Date: 05/08/1991 Product Type: Case (Field) Abstract: Pioneer has established a joint venture in the corn hybrid seed industry in the Ukraine in the USSR. Evaluating the problems and opportunities, the president has to decide what future action he should
Marketing
recommend to his board with respect to its investment in the USSR. Geographic Setting: USSR Industry Setting: Seed industry Company Size: large Gross Revenues: $700 million revenues Subjects: Agriculture; Joint ventures Length: 28p 508039 Title: Pitch Yourself! Author(s): Steenburgh, Thomas; Norton, Michael Publication Date: 09/27/2007 Product Type: Exercise Abstract: Helps students develop an elevator pitch for their most important asset--themselves. Before class students are asked to interview a potential employer and to develop preliminary elevator pitches. Once in class, students work through an exercise that helps them refine their elevator pitches and better understand several key marketing principles. Leads to an engaging and thought-provoking discussion. Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Supplementary Materials: Teaching Note, (507069), 6p, by Thomas Steenburgh, Michael Norton Year New: 2007 582063 Title: Pixley-Richards, Inc. Author(s): Cady, John F.; Cespedes, Frank V. Publication Date: 11/06/1981 Revision Date: 09/09/1983 Product Type: Case (Field) Abstract: Deals with the question of whether Pixley-Richards should become a producer of subassemblies for the electronics industry. The company is a manufacturer of electronic components, and subassembly manufacturing would represent a move forward in the manufacturing chain. Geographic Setting: United States Industry Setting: Electronics industry Gross Revenues: $13 million assets Subjects: Electronics; Growth strategy; Industrial markets; Market analysis; Marketing planning; Strategic market planning Length: 19p Supplementary Materials: Teaching Note, (584069), 13p, by John F. Cady 506S07 Title: Pizza Hut, Inc., Spanish Version Author(s): Kaufmann, Patrick J. Publication Date: 09/09/1987 Revision Date: 05/20/1993 Product Type: LACC Case Abstract: Pizza Hut, Inc. is a franchisor of eat-in pizza restaurants. It has decided to enter the home delivery market and is in the process of implementing that strategy. The case traces the development of the home delivery concept at Pizza Hut and the interaction between the franchisor and its powerful franchisees as it attempts to achieve system-wide rollout. Focuses on the management of significant change in a franchise system and on the strategy decision regarding home delivery. Geographic Setting: United States Industry Setting: Fast food industry Subjects: NO SUBJECTS(KEYWORDS) Length: 19p 588011 Title: Pizza Hut, Inc. Author(s): Kaufmann, Patrick J. Publication Date: 09/09/1987 Revision Date: 05/20/1993 Product Type: Case (Field) Abstract: Pizza Hut, Inc. is a franchisor of eat-in pizza restaurants. It has decided to enter the home delivery market and is in the process of implementing that strategy. The case traces the development of the home delivery concept at Pizza Hut and the interaction between the franchisor and its powerful franchisees as it attempts to achieve system-wide rollout. Focuses on the management of significant change in a franchise system and on the strategy decision regarding home delivery. Geographic Setting: United States Industry Setting: Fast food industry Subjects: Distribution channels; Franchising; Marketing management; Marketing strategy; Restaurants; Retailing Length: 16p Supplementary Materials: Teaching Note, (589082), 13p, by Patrick J. Kaufmann 903A24 Title: The Pizza Public Co. Ltd., Thailand (A) Author(s): Pearce, Michael R.; Slaughter, Kathleen E.; O'Neil, Elizabeth Publication Date: 12/18/2003 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The Pizza Public Co. Ltd. (PPCL) is a division of the Minor Group of Companies that focuses on the management and operation of food service outlets. Takes place between November 1999 and February 2000 and covers the negotiation process between PPLC and Tricon Restaurants USA regarding the renewal of the company's franchise agreement for Pizza Hut in
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Thailand. After 20 years of managing the brand, an agreement cannot be reached and PPLC must plan for the development of a new pizza brand. Geographic Setting: Thailand Industry Setting: Restaurant industry Company Size: large Subjects: Asia; Food; Franchising; Management communication; Marketing planning; Negotiations; Retailing Length: 21p Supplementary Materials: Teaching Note, (803A24), 16p, by Michael R. Pearce, Kathleen E. Slaughter, Elizabeth O'Neil; Supplement (Field), (903A25), 2p, by Michael R. Pearce, Kathleen E. Slaughter, Elizabeth O'Neil; Supplement (Field), (903A26), 5p, by Michael R. Pearce, Kathleen E. Slaughter, Elizabeth O'Neil; Supplement (Field), (903A27), 3p, by Michael R. Pearce, Kathleen E. Slaughter, Elizabeth O'Neil; Supplement (Field), (903A28), 3p, by Michael R. Pearce, Kathleen E. Slaughter, Elizabeth O'Neil Year New: 2004 903A25 Title: The Pizza Public Co. Ltd., Thailand (B) Author(s): Pearce, Michael R.; Slaughter, Kathleen E.; O'Neil, Elizabeth Publication Date: 12/18/2003 Product Type: Supplement (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Supplements the (A) case. Must be used with: (903A24) The Pizza Public Co. Ltd., Thailand (A). Geographic Setting: Asia Industry Setting: Food industry; Retail industry Subjects: Asia; Food; Management communication; Marketing planning; Negotiations; Retailing Length: 2p Supplementary Materials: Teaching Note, (803A24), 16p, by Michael R. Pearce, Kathleen E. Slaughter, Elizabeth O'Neil Year New: 2004 903A26 Title: The Pizza Public Co. Ltd., Thailand (C) Author(s): Pearce, Michael R.; Slaughter, Kathleen E.; O'Neil, Elizabeth Publication Date: 12/18/2003 Product Type: Supplement (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Supplements the (A) case. Must be used with: (903A24) The Pizza Public Co. Ltd., Thailand (A). Geographic Setting: Asia Industry Setting: Food industry; Retail industry Subjects: Asia; Food; Management
Marketing
communication; Marketing planning; Negotiations; Retailing Length: 5p Supplementary Materials: Teaching Note, (803A24), 16p, by Michael R. Pearce, Kathleen E. Slaughter, Elizabeth O'Neil Year New: 2004 903A27 Title: The Pizza Public Co. Ltd., Thailand (D) Author(s): Pearce, Michael R.; Slaughter, Kathleen E.; O'Neil, Elizabeth Publication Date: 12/18/2003 Product Type: Supplement (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Supplements the (A) case. Must be used with: (903A24) The Pizza Public Co. Ltd., Thailand (A). Geographic Setting: Asia Industry Setting: Food industry; Retail industry Subjects: Asia; Food; Management communication; Marketing planning; Negotiations; Retailing Length: 3p Supplementary Materials: Teaching Note, (803A24), 16p, by Michael R. Pearce, Kathleen E. Slaughter, Elizabeth O'Neil Year New: 2004 903A28 Title: The Pizza Public Co. Ltd., Thailand (E) Author(s): Pearce, Michael R.; Slaughter, Kathleen E.; O'Neil, Elizabeth Publication Date: 12/18/2003 Product Type: Supplement (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Supplements the (A) case. Must be used with: (903A24) The Pizza Public Co. Ltd., Thailand (A). Geographic Setting: Asia Industry Setting: Food industry; Retail industry Subjects: Asia; Food; Management communication; Marketing planning; Negotiations; Retailing Length: 3p Supplementary Materials: Teaching Note, (803A24), 16p, by Michael R. Pearce, Kathleen E. Slaughter, Elizabeth O'Neil Year New: 2004 SMR054 Title: Placing Trust at the Center of Your Internet Strategy Author(s): Urban, Glen L.; Sultan, Fareena; Qualls, William J. Publication Date: 10/01/2000 Product Type: SMR Article Abstract: When consumers visit a retail Web site, how do they know that the information describing the products or services they want to buy is accurate and unbiased? How do they know that their order will be fulfilled correctly and on time or that their financial records, purchasing, and Web-viewing habits will be protected from prying eyes? The answer is that often they don't. In most cases, consumers base their purchasing decisions largely on trust. As consumers become more savvy about the Internet, the authors contend that they will insist on doing business with Web companies they trust. While the Internet enables consumers to research competing companies, products, and services, most manufacturers design and deploy their Web sites as if such information were largely unavailable. They promote their products in a biased way--using highpressure sales tactics that do little to inspire trust--while neglecting to provide consumers with the tools they need to make informed purchasing decisions. According to the authors, Web trust is built in a three-stage cumulative process that establishes (1) trust in the Internet and the specific Web site, (2) trust in the information displayed, and (3) trust in delivery fulfillment and service. The authors review current trust-building practices used on the Web. They propose the use of new, softwareenabled advisers that communicate with customers to discern their needs and provide unbiased recommendations. A Web site featuring virtual advisers created by the authors showed that 75% of the site's visitors trusted these software-enable advisers more than the dealers from whom they last purchased vehicles. The companies that earn real profits in the world of Internet marketing will be trust generators selling products that deliver the best value in a complete, unbiased, competitive comparison. Industry Setting: E-commerce; Internet & online services industries Subjects: Competition; Corporate strategy; Customer relations; Financial management; Internet; Retailing Length: 12p Year New: 2005 SMR283 Title: A Plan to Invent the Marketing We Need Today Author(s): Wind, Yoram (Jerry) Publication Date: 07/01/2008 Product Type: Case (Field) Abstract: The world in which marketing operates has fundamentally changed. Has marketing research and practice kept up? The answer, says the author, is no. At the heart of the current trouble is a severance of academic rigor from managerial relevance. Through its maturation as a discipline over the past
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half century, marketing science in academia has emerged as a rigorous field. Conjoint analysis, econometric modeling, techniques derived from mathematical psychology, and many other tools and approaches have revolutionized its practice. But many of the most rigorous tools were developed years ago, in response to old problems. And managers and organizations increasingly find those tools irrelevant to the new challenges they face. So business practitioners adopt approaches that appear to address their real and current marketing problems but that lack the rigor of the academically established methods. Now, argues the author, we need to rethink and transform the field of marketing so it balances rigor and relevance. He details seven strategies that would help achieve that aim: Bridge the disciplinary silos. Shift from traditional management to network orchestration. Change the focus from customer relationship management (CRM) to customer managed relationships (CMR). Shift from company-branded products to customerbranded solutions. Use analytics and metrics as the glue. Adopt the adaptive experimentation philosophy for all your activities and strive for empirical generalizations. And, challenge (and change) your mental models. And how to pursue those strategies? In a collaboration between both practitioners and academic researchers, says the author. (Editor's Note: This article is excerpted from a paper the author presented when he accepted MIT's 2007 Buck Weaver Award, which recognizes individuals who have made important contributions to the advancement of theory and practice in marketing science.) Subjects: NO SUBJECTS(KEYWORDS) Length: 10p 594074 Title: Planet Reebok (A) Author(s): Quelch, John A.; Harper, Jamie Publication Date: 04/01/1994 Revision Date: 03/14/1997 Product Type: Case (Field) Abstract: Reebok International Ltd. is preparing to launch its first global advertising campaign for "Planet Reebok" in three European countries-France, Germany, and the United Kingdom. Planet Reebok was recently launched in the United States during the 1993 Superbowl. The company conducted market research on the Planet Reebok concept in the three countries. Geographic Setting: Europe
Marketing
Industry Setting: Athletic & outdoor apparel industry; Footwear industry Number of Employees: 4,600 Gross Revenues: $3 billion revenues Subjects: Advertising; International marketing; Marketing strategy Length: 33p Supplementary Materials: Teaching Note, (598128), 10p, by John A. Quelch; Supplement (Field), (594095), 1p, by John A. Quelch, Jamie Harper 594095 Title: Planet Reebok (B) Author(s): Quelch, John A.; Harper, Jamie Publication Date: 04/01/1994 Product Type: Supplement (Field) Abstract: Supplements Planet Reebok (A). Must be used with: (594074) Planet Reebok (A). Industry Setting: Advertising industry Subjects: Advertising; International marketing; Marketing strategy Length: 1p 598001 Title: Planned Parenthood Federation of America (A) Author(s): Rangan, V. Kasturi; Backman, Elaine V. Publication Date: 10/21/1997 Revision Date: 04/24/2002 Product Type: Case (Field) Abstract: Outlines the dynamic shifts in the external environment surrounding Planned Parenthood's operations in 1994. Health care reform was threatening some of its core customer base. The organization had to come up with a strategy and a process for adapting to the new environment. May be used with: (598002) Planned Parenthood Federation of America (B); (598041) Planned Parenthood Federation of America (C). Geographic Setting: United States Industry Setting: Health care industry Gross Revenues: $478 million revenues Subjects: Health services; Management of change; Marketing strategy; Nonprofit organizations Length: 16p 598002 Title: Planned Parenthood Federation of America (B) Author(s): Rangan, V. Kasturi; Backman, Elaine V. Publication Date: 10/21/1997 Product Type: Case (Field) Abstract: Outlines the process of strategy reinvention adopted by Planned Parenthood. It lays out the new strategic proposals, and the reactions of the various constituencies to those proposals. May be used with: (598001) Planned Parenthood Federation of America (A); (598041) Planned Parenthood Federation of America (C). Geographic Setting: United States Industry Setting: Health care industry Gross Revenues: $478 million revenues Subjects: Health services; Management of change; Marketing strategy; Nonprofit organizations Length: 10p 598041 Title: Planned Parenthood Federation of America (C) Author(s): Rangan, V. Kasturi; Backman, Elaine V. Publication Date: 02/13/1998 Product Type: Case (Field) Abstract: Describes the series of events and processes that led to the formulation of a reinvention plan. May be used with: (598002) Planned Parenthood Federation of America (B); (598001) Planned Parenthood Federation of America (A). Geographic Setting: United States Industry Setting: Health care industry Gross Revenues: $500 million revenues Subjects: Health services; Management of change; Marketing strategy; Nonprofit organizations Length: 9p 583050 Title: Planning at Pepsi (A): Company and Industry Background Author(s): Yip, George S.; Brainard, Caroline P. Publication Date: 02/14/1983 Product Type: Case (Field) Abstract: Describes activities of the parent company PepsiCo, Inc., and the soft drink franchise division Pepsi-Cola Company (U.S.A.). Provides consumer, trade and competitive data for U.S. soft drink industry. Geographic Setting: United States Industry Setting: Soft drink industry Company Size: Fortune 500 Gross Revenues: $7 billion revenues Subjects: Beverages; Competition; Consumer goods; Marketing strategy; Strategic market planning Length: 20p 583051 Title: Planning at Pepsi (B): The Strategic and Marketing Planning Process Author(s): Yip, George S.; Brainard, Caroline P. Publication Date: 02/14/1983 Product Type: Case (Field) Abstract: The Pepsi-Cola franchise division (which sells concentrate to bottlers) initiated formal strategic
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planning two years ago. Describes the evolution of the planning process, particularly in relation to the marketing department. The class has to evaluate the process and recommend improvements. Planning at Pepsi (A) is assigned as company and industry background. Geographic Setting: United States Industry Setting: Soft drink industry Company Size: Fortune 500 Gross Revenues: $7 billion revenues Subjects: Beverages; Consumer goods; Marketing planning; Planning; Strategic market planning Length: 14p BH008 Title: Planning for the Inevitable Product Recall Author(s): Berman, Barry Publication Date: 03/15/1999 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: The importance of planning for a product recall can be seen in the large number of recalls, their increasing frequency, and the overall costs they incur, both direct and indirect. Direct costs include: communicating to all affected parties; the logistics of recovering, repairing, and returning the product; and the loss in profits due to diminished sales during and after the recall period. Indirect costs occur in lowered stock price and market value. This article offers a guide to planning during three phases of product recall: prior to, during, and after the recall. Proper readiness for product recalls can substantially minimize both direct and indirect costs. Subjects: Management of crises; Marketing management; Product management; Product recalls Length: 10p 589071 Title: Please Pass the NOTSALT Author(s): Greyser, Stephen A.; Klein, Norman Publication Date: 11/23/1988 Product Type: Case (Gen Exp) Abstract: Traces the development of a salt substitute product from the discovery of the protein that produces the taste to the sale of the British startup company to an American health food company. Although the product fuels immediate growth for the American company, and its future appears bright, the case ends with a science reporter pursuing the CEO to discuss a possible link of the product to a high incidence of miscarriages. Geographic Setting: England; United
Marketing
States Industry Setting: Food industry Company Size: small Subjects: Food; Management of crises; Public relations; United Kingdom Length: 2p F0603B Title: A Pointed Lesson About Product Features Author(s): Abrahams, Marc Publication Date: 03/01/2006 Product Type: Harvard Business Review Article Abstract: Companies tend to rely on industry wisdom about where to put their R&D dollars to improve their products. But sometimes the industry is wrong. Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Year New: 2006 504808 Title: Pokemon U.S. Launch Infomercial Author(s): Fournier, Susan Publication Date: 01/01/2004 Product Type: Video Abstract: This 14-minute "teaser" introduces the Pokemon concept to American children prior to the official product launch. Illustrates one of the key marketing tactics used in the U.S. launch plan as well as serves as an educational device for developing students' familiarity with the Pokemon product concept. Introduces the primary Pokemon characters and explains the basic collectability concept that drives the Pokemon card game, video, and television series ("Gotta Catch 'Em All"). Also provides information about the dates, times, and stations on which the Pokemon TV show would air. This infomercial was sent to 1.2 million households listed either in Nintendo's Game Boy owner database or in retailers' lists in late August 1998, the week before the premier of the Pokemon TV series. Three weeks later, Pokemon Blue and Red Game Boy games, each priced at $29, arrived on retail shelves. Must be used with: (501017) Pokemon: Gotta Catch 'Em All. Industry Setting: Entertainment industry; Toy industry Subjects: Brands; Cross cultural relations; Entertainment industry; Ethics; International marketing; Licensing; New product marketing; Toy industry Length: 14 min List Price: $150.00 Year New: 2004 501017 Title: Pokemon: Gotta Catch 'Em All Author(s): Fournier, Susan; Wojnicki, Andrea Publication Date: 11/02/2000 Revision Date: 06/19/2001 Product Type: Color Case Abstract: Pokemon, the colloquial name given to a collection of 150 fantastic, animal-inspired creatures with organic powers and the capacity to evolve, are the stars of video games, trading card games, and TV cartoons. Conceived in Japan in 1996, Pokemon quickly became that nation's favorite toy phenomenon, and attracted the attention of Nintendo of America, which, in February 1998, purchased all intellectual rights to everything bearing the Pokemon name outside Asia. Launched in September 1998, Pokemon quickly took the United States by storm, singlehandedly resuscitating Nintendo's lagging video game sales and earning stature as one of the top three licensing success stories by year-end 1999 (on worldwide sales of $7 billion and U.S. sales of $1.2 billion). How did management at Nintendo and licensing partner 4Kids Entertainment accomplish this and, perhaps more importantly, can they sustain (and perhaps grow) Pokemon's success over time? Is Pokemon just a passing fad to be "milked," or can it be managed as a sustainable brand franchise? Was Pokemon's success simply a fluke, an unpredictable function of mere good fortune, or is sound brand strategy and planning the cause? Includes color exhibits. Geographic Setting: New York, NY; Redmond, WA Industry Setting: Toy industry; Entertainment industry; Game industry Subjects: Brands; Cross cultural relations; Entertainment industry; Ethics; International marketing; Licensing; New product marketing; Toy industry Length: 31p Supplementary Materials: Teaching Note, (502096), 13p, by Susan Fournier; Video, (504808), 14 min, by Susan Fournier 502092 Title: Pokemon: Gotta Catch 'Em All (Abridged) Author(s): Fournier, Susan Publication Date: 06/10/2002 Revision Date: 09/19/2002 Product Type: Case (Field) Abstract: Pokemon, the colloquial name given to a collection of 150 fantastic, animal-inspired creatures with organic powers and the capacity to evolve, are the stars of video games, trading card games, and TV cartoons. Conceived in Japan in 1996, Pokemon quickly became that nation's favorite toy phenomenon, and attracted the attention of Nintendo of America, who, in
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February 1998, purchased all intellectual rights to everything bearing the Pokemon name outside of Asia. Launched in September 1998, Pokemon quickly took the United States by storm, single-handedly resuscitating Nintendo's lagging video game sales, and earning stature as one of the top three licensing success stories of all time by year-end 1999 (on worldwide sales of $7 billion and U.S. sales of $1.2 billion). This case begs the question of how management at Nintendo and licensing partner 4Kids Entertainment did it and, perhaps more importantly, whether they can sustain (and perhaps grow) Pokemon's success over time. Is Pokemon just a passing fad to be "milked," or can it be managed as a sustainable brand franchise? Was Pokemon's success simply a fluke, an unpredictable function of mere good fortune, or is sound brand strategy and planning the cause? Geographic Setting: United States Industry Setting: Software industry; Computer game industry; Entertainment industry Subjects: Brands; Cross cultural relations; Entertainment industry; Ethics; International marketing; Licensing; New product marketing; Toy industry Length: 23p NEW 580108 Title: Poland Spring Bottling Corp. Author(s): Shapiro, Benson P.; Sherman, Jeffrey J. Publication Date: 02/01/1980 Revision Date: 04/01/1981 Product Type: Case (Field) Abstract: Poland Spring is a small domestic bottler of mineral water trying to compete in a rapidly expanding market against Perrier, the dominant brand, and 20 other foreign and domestic waters. Company management must decide how to position and promote its product with limited resources. An excellent case to force decision making on consumer marketing strategy. Geographic Setting: United States Industry Setting: Bottling & distribution industry Company Size: small Gross Revenues: $4 million annual sales Subjects: Advertising strategy; Beverages; Competition; Distribution channels; Market segmentation; Marketing strategy; Pricing strategy; Product positioning Length: 27p 513119 Title: Polaroid France S.A. Author(s): Buzzell, Robert D.
Marketing
Publication Date: 09/05/1968 Revision Date: 12/30/1983 Product Type: Case (Field) Abstract: Discusses problems of developing a marketing program in a multinational company. Describes the adaptation of U.S. policies to the French market. Geographic Setting: France Industry Setting: Photographic equipment & supplies Gross Revenues: $3 billion sales Event Year Start: 1967 Event Year End: 1967 Subjects: Advertising campaigns; France; Government policy; International marketing; Marketing planning; Multinational corporations; Pricing strategy; Subsidiaries Length: 19p 7858BC Title: Politics: Winner Takes All--What Politics Can Learn From Marketing Author(s): Quelch, John ; Jocz, Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: In the political marketplace of the United States, compared with the consumer marketplace, choice is limited and information is simultaneously overwhelming and inadequate. Borrowing more ideas and capabilities from marketing could be just what is needed to make American and other representative democracies more democratic. Political parties can learn from mass marketers how to both accommodate diversity in constituents' interests and desires, and to create a common umbrella that unifies and motivates constituents. Subjects: NO SUBJECTS(KEYWORDS) Length: 39p List Price: $6.95 513144 Title: Polyfiber Plastics Group Author(s): Salmon, Walter J.; Cort, Stanton G. Publication Date: 05/31/1968 Revision Date: 08/01/1988 Product Type: Case (Field) Abstract: The product manager for Zytene, an engineering, thermoplastic resin in the polyamide group, seeks to maximize the product's success in the long-range future. Discusses changes in sales strategy and price reductions. Geographic Setting: United States Industry Setting: Plastics industry Event Year Start: 1967 Event Year End: 1967 Subjects: Demand analysis; Industrial markets; Marketing strategy; Plastics; Pricing strategy; Product management; Sales strategy Length: 7p 598074 Title: Polygram Classics Author(s): Arnold, David J. Publication Date: 11/19/1997 Product Type: Case (Field) Abstract: There has been no growth in classical recorded music sales from 1991 to 1996. Polygram Classics, the market leader, has appointed a new management team to revive growth. All areas of marketing are analyzed as the basis for a new strategy. Geographic Setting: Global Industry Setting: Music industry Number of Employees: 1,000 Gross Revenues: $600 million revenues Subjects: Entertainment industry; International marketing; Marketing organization; Marketing strategy; Organization Length: 27p 506009 Title: Polyphonic HMI: Mixing Music and Math Author(s): Elberse, Anita; Eliashberg, Jehoshua; Villanueva, Julian Publication Date: 08/24/2005 Revision Date: 09/07/2005 Product Type: Case (Field) Abstract: In 2003, Mike McCready, CEO of Barcelona-based Polyphonic HMI, was preparing to launch an artificial intelligence tool that could create significant value for music businesses. The technology, referred to as Hit Song Science (HSS), analyzed the mathematical characteristics of music and compared them to characteristics of past music hits, making it possible to determine a new song's hit potential. McCready must decide on a target market--record companies, producers, or unsigned artists--and develop a marketing plan that helps overcome the likely resistance against adoption. Geographic Setting: Barcelona; Europe; United States Industry Setting: Entertainment industry; Music industry Number of Employees: 20 Gross Revenues: $100,000 revenues Event Year Start: 2003 Event Year End: 2003 Subjects: NO SUBJECTS(KEYWORDS) Length: 24p Supplementary Materials: Teaching Note, (506081), 20p, by Anita Elberse 506S18 Title: Polyphonic HMI: Mixing Music and Math, Spanish Version Author(s): Elberse, Anita; Eliashberg,
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Jehoshua; Villanueva, Julian Publication Date: 08/24/2005 Revision Date: 09/07/2005 Product Type: LACC Case Abstract: In 2003, Mike McCready, CEO of Barcelona-based Polyphonic HMI, was preparing to launch an artificial intelligence tool that could create significant value for music businesses. The technology, referred to as Hit Song Science (HSS), analyzed the mathematical characteristics of music and compared them to characteristics of past music hits, making it possible to determine a new song's hit potential. McCready must decide on a target market--record companies, producers, or unsigned artists--and develop a marketing plan that helps overcome the likely resistance against adoption. Geographic Setting: Barcelona; Europe; United States Industry Setting: Entertainment industry; Music industry Number of Employees: 20 Gross Revenues: $100,000 revenues Event Year Start: 2003 Event Year End: 2003 Subjects: NO SUBJECTS(KEYWORDS) Length: 24p Year New: 2007 586013 Title: Population Services International: The Social Marketing Project in Bangladesh Author(s): Rangan, V. Kasturi Publication Date: 09/13/1985 Revision Date: 07/12/2007 Product Type: Case (Field) Abstract: Population Services International (PSI) was a not-for-profit agency founded to disseminate family planning information and to market birth control products, primarily in less developed countries seeking to curb their population explosions. In 1976, PSI concluded an agreement with the government of Bangladesh to conduct a social marketing program, with the objective of using modern marketing techniques to sell subsidized contraceptives through commercial outlets. Seven years later, three PSI managers were meeting at PSI's Washington, D.C. headquarters to discuss 1984-86 marketing strategy for two products: Raja condoms and Maya birth control pills. Of particular concern was the fact that the marketing approach that had proven extremely successful for Raja was yielding poor sales results for Maya. The PSI managers needed to devise an action plan for improving Maya Sales. Geographic Setting: Bangladesh Industry Setting: Health care industry
Marketing
Company Size: small Number of Employees: 6 Subjects: Developing countries; Marketing management; Marketing planning; Marketing strategy; Pharmaceuticals; Social change; Social enterprise Length: 19p Supplementary Materials: Teaching Note, (587058), 20p, by V. Kasturi Rangan; Case Video, (887506), 13 min, by V. Kasturi Rangan; Case Video, DVD, (887551), 13 min, by V. Kasturi Rangan BESTSELLER 590061 Title: Population Services International: The Social Marketing Project in Bangladesh (Abridged) Author(s): Austin, James E. Publication Date: 04/17/1990 Revision Date: 11/17/1992 Product Type: Case (Field) Abstract: Population Services International (PSI) was a not-for-profit agency founded to disseminate family planning information and to market birth control products, primarily in less developed countries seeking to curb their population explosions. In 1976, PSI concluded an agreement with the government of Bangladesh to conduct a social marketing program, with the objective of using modern marketing techniques to sell subsidized contraceptives through commercial outlets. Seven years later, three PSI managers were meeting at PSI's Washington, D.C. headquarters to discuss 1984-86 marketing strategy for two products: Raja condoms and Maya birth control pills. Of particular concern was the fact that the marketing approach that had proven extremely successful for Raja was yielding poor sales results for Maya. The PSI managers needed to devise an action plan for improving Maya sales. Geographic Setting: Bangladesh Industry Setting: Health care industry Company Size: small Number of Employees: 6 Subjects: Developing countries; Marketing management; Marketing planning; Marketing strategy; Pharmaceuticals; Social change Length: 13p Supplementary Materials: Teaching Note, (590118), 10p, by James E. Austin, Tomas Kohn 887506 Title: Population Services International: The Social Marketing Project in Bangladesh, Video Author(s): Rangan, V. Kasturi Publication Date: 08/05/1986 Revision Date: 02/28/1991 Product Type: Case Video Abstract: Population Services International, a not-for-profit agency founded to promote family planning information and to market birth control products, had an agreement with the government of Bangladesh to conduct a social marketing program using modern marketing techniques to sell subsidized contraceptives through commercial outlets. This videotape contains a documentary introducing the Bangladesh Social Marketing Project, some family planning commercials, and a film serial. Must be used with: (586013) Population Services International: The Social Marketing Project in Bangladesh. Industry Setting: Pharmaceutical industry Subjects: Advertising campaigns; Developing countries; Distribution planning; Marketing management; Pharmaceuticals; Social change; Social enterprise Length: 13 min List Price: $150.00 887551 Title: Population Services International: The Social Marketing Project in Bangladesh, Video (DVD) Author(s): Rangan, V. Kasturi Publication Date: 08/05/1986 Revision Date: 02/28/1991 Product Type: Case Video, DVD Abstract: Population Services International, a not-for-profit agency founded to promote family planning information and to market birth control products, had an agreement with the government of Bangladesh to conduct a social marketing program using modern marketing techniques to sell subsidized contraceptives through commercial outlets. This videotape contains a documentary introducing the Bangladesh Social Marketing Project, some family planning commercials, and a film serial. Must be used with: (586013) Population Services International: The Social Marketing Project in Bangladesh. Industry Setting: Pharmaceutical industry Subjects: NO SUBJECTS(KEYWORDS) Length: 13 min Year New: 2005 86211 Title: Porsche on Nichemanship: Interview with Peter Schutz and Jack Cook Author(s): Schutz P; Cook J; Gumpert, David E. Publication Date: 03/01/1986 Product Type: Harvard Business
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Review Article Abstract: In a marketplace dominated by Japanese and U.S. mass producers of automobiles, Porsche continues to prosper by specializing in high-priced luxury sports cars. Whereas the mass producers may turn out 50,000 autos in a week, Porsche builds that many in a year in its German plants. Moreover, the company has resisted the temptation to branch out from two-seat sports cars into luxury sedans or other autos that could serve to broaden its product line. Interviews with Peter Schutz, chief executive of Porsche AG, and Jack Cook, president of Porsche Cars North America, reveal the philosophy behind the company's successes. Subjects: Competition; Corporate strategy; Interviews; Marketing strategy; Product management; Product positioning Length: 9p F0607A Title: A Portfolio Approach to Sales Author(s): Dudley, Robert C.; Narayandas, Das Publication Date: 07/01/2006 Product Type: Harvard Business Review Article Abstract: Vendors that match specific sales capabilities to opportunities and provide thoughtful support can maximize their return over the long term. Those that use a four-pronged portfolio approach are likely to do better than their peers. Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2006 593105 Title: Positioning Author(s): Bell, David E. Publication Date: 04/06/1993 Revision Date: 05/24/1994 Product Type: Note Abstract: Describes the importance of positioning for retail outlets. Sections of the note deal with aspects of the retailing mix. Industry Setting: Retail industry; Retail industry Subjects: Consumer marketing; Retailing Length: 4p BH012 Title: The Postmodern Explained to Managers: Implications for Marketing Author(s): Cova, Bernard Publication Date: 11/15/1996 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University
Marketing
Abstract: The postmodern has become a concept to be wrestled with and can no longer be ignored by managers. Worthwhile insights can be gained by noting its effects on consumption and the implications for marketing; it is not a meaningless intellectual fad or the latest fashion flown in from Paris. Hyper-reality lies at the core of the perspective offered by the postmodern; reality yields to the hyper-world of image, illusion, and simulation. Technological innovation becomes subordinate to aesthetic innovation; technology merely plays handmaiden to favoring the creation of images. Postmodernity blends the age of the image with the age of experience; the time of the individual with the time of consumption tribes; the marketing of images with the marketing of experiences; one-to-one marketing with tribal marketing. Postmoderns seek products and services less for their use value than for their linking value. Personal identity and community are no longer given but must be constructed on an everyday basis by the consumer, who is suspended between a quest for self versus a quest for community, between given meanings (images) versus constructed meanings (experience). Subjects: Consumer behavior; Consumer marketing; Marketing management; Marketing strategy Length: 9p 90603 Title: The Power of Product Integrity Author(s): Clark, Kim B.; Fujimoto, Takahiro Publication Date: 11/01/1990 Product Type: Harvard Business Review Article Abstract: Products with integrity perform superbly, provide good value, and satisfy customer's expectations in every respect, including such intangibles as their look and feel. The most successful development organizations appoint a "heavyweight" product manager to guide the creation of a strong product concept. This person ensures that a product concept both satisfies potential customers' wants and needs and is completely embodied in a product's details. May be used with: (692044) Honda Today. Subjects: Product introduction; Product management Length: 10p SMR122 Title: The Power of the Branded Differentiator Author(s): Aaker, David A. Publication Date: 10/01/2003 Product Type: SMR Article Abstract: If a brand fails to develop or maintain differentiation, consumers have no basis for choosing it over others. The product's price will then be the determining factor in a decision to purchase. Absent differentiation, says the author, the core of any brand and its associated business--a loyal customer base--cannot be created or sustained. In a time when the competitive terrain for most brands is difficult to brutal, the author describes a new tool that can help companies maintain an advantage: the branded differentiator. A branded differentiator can be a feature, service, program, or ingredient. It must be meaningful to customers; that is, it must be both pertinent and substantial enough to matter when people are purchasing or using the product or service. It must also be actively managed (and, thus, be able to justify the investment of management time) over an extended period--years or even decades--so that it does not become stagnant. Explores the different types of branded differentiators, the pros and cons of developing them internally vs. looking outside for them, and questions about managing these brandswithin-brands. Subjects: Brand management; Brands; Marketing strategy; Service management Length: 7p Year New: 2005 97A007 Title: Praegitzer Industries, Inc. Author(s): Vandenbosch, Mark; Carter, Michael Publication Date: 09/22/1997 Revision Date: 02/25/2002 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: A world leader in the design and volume production of complex, rigid, multilayer printed circuit boards must decide how to compete in a rapidly consolidating industry. Many of Praegitzer's key competitors are growing rapidly and developing new skills that threaten Praegitzer's position in the market. Geographic Setting: United States Industry Setting: Electronic test & measurement Company Size: large Subjects: Electronics; High technology products; Marketing planning; Marketing strategy Length: 17p Supplementary Materials: Teaching Note, (897A07), 8p, by Mark Vandenbosch, Michael Carter 503064 Title: Precise Software Solutions Author(s): Godes, David B.
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Publication Date: 02/28/2003 Revision Date: 02/02/2006 Product Type: Case (Field) Abstract: When and how should a firm introduce an innovative new product? Introduce too early and functionality may not be there, too late and strong competition might appear. Precise Software Solutions, headquartered in Westwood, MA, is a small, growing company with a successful--albeit narrowly targeted--software product for database performance management. In 1999, it had the beginnings of a new product with radically broader functionality and market appeal. However, this new product would potentially appeal to a different "audience" within the client's IT organization. Once management decides when to introduce the product, it must also decide how to do so. Specifically, should this product be sold through the same sales force as other successful products? Or, would the company be better off creating a separate group targeted at this new audience? Finally, it must also decide how to price the product. Its current products have historically yielded sales of $15K to $25K. The firm feels that the value of this new product could be five times this amount. Is this possible? Will the same salespeople be effective? Teaching Purpose: Examines sales organization, sales strategy, and new product introduction. Geographic Setting: United States Industry Setting: Software industry Number of Employees: 250 Gross Revenues: $10 million revenues Subjects: Information technology; Innovation; Pricing; Product development; Product introduction; Sales management; Sales organization; Sales strategy; Software Length: 18p Supplementary Materials: Teaching Note, (504084), 11p, by David B. Godes NEW 999003 Title: Precision Pricing for Profit in the New World Order: Increasing Customer Value, Pricing Latitude, and Profits Author(s): Shapiro, Benson P. Publication Date: 12/07/1998 Product Type: Note Abstract: Pricing has become much more difficult in today's hypercompetitive world. This note provides managers with a comprehensive framework for a more effective pricing strategy and a set of pragmatic tools for increasing profits through better pricing. Subjects: Customer relations; Marketing management; Marketing strategy; Pricing; Pricing strategy; Sales strategy
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Length: 24p SMR299 Title: The Prediction Lover's Handbook Author(s): Davenport, Thomas H.; Harris, Jeanne G. Publication Date: 01/01/2009 Product Type: Case (Field) Abstract: When picking assessment tools to inform better decisions about future paths, executives are faced with a wide variety of options--some of which are well established, while others are in early stages of development. The authors provide an insider's guide to prediction and recommendation techniques and technologies. They cover prediction tools including attributized Bayesian analysis, biological responses analysis, cluster analysis, collaborative filtering, content-based filtering/decision trees, neural network analysis, prediction (or opinion) markets, regression analysis, social networkbased recommendations and textual analytics. With each potential tool, they briefly describe the technique, who uses it and for what purpose, its strengths and weaknesses, and its future prospects as a prediction tool. Finally, the authors offer up an indication of the best time in the decision process to begin using the tool. Subjects: NO SUBJECTS(KEYWORDS) Length: 5p 98106 Title: Preventing the Premature Death of Relationship Marketing Author(s): Fournier, Susan; Dobscha, Susan; Mick, David Glen Publication Date: 01/01/1998 Product Type: Harvard Business Review Article Abstract: As companies develop more and better ways to understand and respond to their customers' needs, relationship marketing has become the talk of the marketing community. Executives, academics, and consultants alike have the same goal in mind-creating meaningful relationships with consumers that will yield both the costsaving benefits of customer retention economics and the revenue-generating rewards of customer loyalty. Unfortunately, a close look at consumers suggests that these relationships are troubled ones at best. The things that marketers are doing to build relationships with customers, are, in fact, subverting them. Relationship marketing--what is supposed to be the acme of customer orientation--is falling far short of its mark. Susan Fournier, assistant professor at the Harvard Business School, Susan Dobscha of Bentley College in Waltham, MA, and David Glen Mick, a professor at the University of Wisconsin offer a way to get this concept back on track. Subjects: Consumer marketing; Customer relations; Ethics; Market research; Marketing implementation; Marketing strategy; Product planning & policy Length: 7p 7974 Title: Preventing the Premature Death of Relationship Marketing (HBR OnPoint Enhanced Edition) Author(s): Fournier, Susan; Dobscha, Susan; Mick, David Glen Publication Date: 10/01/2001 Product Type: HBR OnPoint Article Abstract: As companies develop more and better ways to understand and respond to their customers' needs, relationship marketing has become the talk of the marketing community. Executives, academics, and consultants alike have the same goal in mind-creating meaningful relationships with consumers that will yield both the costsaving benefits of customer retention economics and the revenue-generating rewards of customer loyalty. Unfortunately, a close look at consumers suggests that these relationships are troubled ones at best. The things that marketers are doing to build relationships with customers, are, in fact, subverting them. Relationship marketing--what is supposed to be the acme of customer orientation--is falling far short of its mark. Susan Fournier, assistant professor at the Harvard Business School, Susan Dobscha of Bentley College in Waltham, MA, and David Glen Mick, a professor at the University of Wisconsin, offer a way to get this concept back on track. Subjects: Consumer marketing; Customer relations; Ethics; Market research; Marketing implementation; Marketing strategy; Product planning & policy Length: 10p List Price: $6.50 R0102J Title: Price Smarter on the Net Author(s): Baker, Walter; Marn, Michael V.; Zawada, Craig Publication Date: 02/01/2001 Product Type: Harvard Business Review Article Abstract: Companies generally set prices on the Internet in two ways. Many start-ups offer untenably low prices in a rush to capture first-mover advantage. Many incumbents simply charge the same prices on-line as they do off-line. Either way, companies are missing a big
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opportunity. The fundamental value of the Internet lies not in lowering prices or making them consistent but in optimizing them. The Net lets companies optimize prices in three ways. First, it lets them set and announce prices with greater precision. Different prices can be tested easily, and customers' responses can be collected instantly. Second, because it's so easy to change prices on the Internet, companies can adjust prices in response to even small fluctuations in market conditions, customer demand, or competitors' behavior. Third, companies can use the clickstream data and purchase histories that it collects through the Internet to segment customers quickly. Then it can offer segmentspecific prices or promotions immediately. Subjects: Electronic commerce; Internet; Pricing; Pricing strategy Length: 6p 746X Title: Priceless: Turning Ordinary Products into Extraordinary Experiences (Hardcover) Author(s): LaSalle, Diana; Britton, Terry A. Publication Date: 10/16/2002 Product Type: HBS Press Book Abstract: Based on in-the-trenches research and illustrated through powerful real-world stories, Priceless is the first practical guide to experience creation. Experience consultant Diana LaSalle and Terry A. Britton offer a model for understanding the relationship between value and experience and introduce the Experience Engagement Process and the Experience Event Matrix--new systems for evaluating how a company's offerings align with customer expectations. LaSalle and Britton take us from concept to practice, proving that companies can build value-adding experiences around any product or service--whether they're selling candles or computers, catering services or consulting advice. The key, they argue, is to stop thinking about what products do and start thinking about what they offer. Only then can companies transform ordinary products into experiences customers perceive as extraordinary, even priceless. Helping readers recognize exactly what customers will respond to and how to deliver it, this lively, hands-on guide finally unlocks the mystery of customer value. We'll never look at what we sell-or buy--the same way again. Subjects: Customer service; Customization; Market analysis; Marketing planning; Marketing strategy; Pricing; Product development; Services Length: 208p
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List Price: $32.95 500070 Title: Priceline.com: Name Your Own Price Author(s): Dolan, Robert J. Publication Date: 02/15/2000 Revision Date: 08/10/2000 Product Type: Case (Library) Abstract: Priceline.com is a new concept shifting the setting of price from sellers to buyers. The company aspires to use its patented process of advertising units of demand at named prices to suppliers in many categories. This case focuses on its initial use in the airline industry. Geographic Setting: Stamford, CT Industry Setting: Internet & online services industries Gross Revenues: $500 million revenues Subjects: Airlines; Electronic commerce; Internet; Marketing management; Pricing; Product planning & policy Length: 12p Supplementary Materials: Teaching Note, (501046), 11p, by Robert J. Dolan 503S45 Title: Priceline.com: Name Your Own Price, Spanish Version Author(s): Dolan, Robert J. Publication Date: 02/15/2000 Revision Date: 08/10/2000 Product Type: LACC Case Abstract: Priceline.com is a new concept shifting the setting of price from sellers to buyers. The company aspires to use its patented process of advertising units of demand at named prices to suppliers in many categories. This case focuses on its initial use in the airline industry. Teaching Purpose: For discussion of Internet impact on market organization and pricing. Geographic Setting: Stamford, CT Industry Setting: Internet & online services industries Gross Revenues: $500 million revenues Subjects: Airlines; Electronic commerce; Internet; Marketing management; Pricing; Product planning & policy Length: 13p F0107A Title: Pricey Encounters Author(s): Nunes, Joseph C.; Boatwright, Peter Publication Date: 07/01/2001 Product Type: Harvard Business Review Article Abstract: The prices we encounter in the course of making a purchase can affect how much we're willing to pay for a given product--even when the goods involved are entirely unrelated. Industry Setting: Retail industry Subjects: Consumer behavior; Pricing strategy; Retailing Length: 2p 513148 Title: Pricing Author(s): Sultan, Ralph G.M. Publication Date: 01/09/1968 Product Type: Note Abstract: Technical note on the pricing of products and price policy. Subjects: Legal aspects of business; Marketing strategy; Pricing Length: 13p 2629BC Title: Pricing It Right: Strategies, Applications, and Pitfalls Publication Date: 11/21/2005 Product Type: HBS Press Chapter Abstract: Pricing is one of the linchpins of marketing strategy and success. Early markets are reached by "prestige pricing" and "price skimming" to make the product appear valuable to the target segment. This chapter emphasizes that these strategies develop perceived customer value in the product, and only then should "cost-plus" pricing be introduced to make the product available to all financial sectors. By then, a firm should have gained market leadership with profits redirected toward developing another prestige-priced, hot, new sell, perpetuating top-line growth throughout the market. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy; (2564BC) Creating a Marketing Plan: An Overview; (2572BC) Competitive Analysis: Understand Your Opponents; (2580BC) Market Customization: Market Segmentation, Targeting, and Positioning; (2599BC) Developing New Products and Services: The Marketer's Role; (2602BC) Branding: Differentiation that Customers Value; (2610BC) The Right Customers: Acquisition, Retention, and Development; (2637BC) Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation; (2645BC) Interactive Marketing: New Channel, New Challenge; (2653BC) Marketing Across Borders: It's a Big, Big World. Subjects: NO SUBJECTS(KEYWORDS) Length: 23p List Price: $6.95 Year New: 2006 76604 Title: Pricing Policies for New Products (HBR Classic)
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Author(s): Dean, Joel Publication Date: 11/01/1976 Product Type: Harvard Business Review Article Abstract: New products should be priced and repriced over their life cycle to fit the changing competitive environment. In the pioneer stage manufacturers must estimate demand, decide on market targets, design promotional strategies, and choose distribution channels. Manufacturers must decide between a high initial price which takes advantage of inelastic demand and helps bear the burden of financing and a low initial price which can penetrate mass markets early and raise entry barriers to competitors. Manufacturers must recognize when a product is entering its mature stage so that prices can be reduced promptly to forestall the entry of private-label competitors. Subjects: HBR Classics; Pricing strategy; Product life cycle Length: 11p 576151 Title: Pricing Policy Author(s): Lovelock, Christopher H. Publication Date: 02/04/1976 Product Type: Note Abstract: Designed as supplementary reading for an introductory marketing course using case materials. Issues discussed include pricing objectives, fixed and variable costs, price elasticity of demand, competitive structure of the industry, legal considerations, and pricing policies for new products. Subjects: Competition; Cost accounting; Demand analysis; Industry structure; Legal aspects of business; New product marketing; Pricing Length: 6p 585044 Title: Pricing Policy Author(s): Dolan, Robert J. Publication Date: 09/14/1984 Revision Date: 10/01/1992 Product Type: Note Abstract: Presents fundamental pricing principles. Subjects: Marketing management; Pricing Length: 7p 2093 Title: Pricing Simulation: Universal Rental Car Author(s): Gourville, John T.; Hogan, John E.; Nagle, Thomas T. Publication Date: 01/01/2008 Product Type: Simulations Abstract: This web-based simulation presents an engaging context in which students develop their knowledge of
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pricing by managing a rental car operation (Universal) in Florida and improve regional performance by developing a pricing strategy. The simulation involves three regions-Orlando, Tampa, and Miami--which vary in size, market dynamics, and customer mix. The focus is competition between two car rental companies with players inputting decisions for Universal. The simulation lasts up to 12 simulated months. Whether assigned as individuals or teams, players must set weekday and weekend prices for each region for each period (month) and make fleet capacity decisions at several points throughout the simulation. The simulation is asynchronous and can be assigned for homework. A Facilitator's Guide provides an overview of simulation screens as well as a Teaching Note with detailed commentary on debriefing the simulation. The simulation can be assigned and used in different ways to meet the needs of the instructor. For example, it can be assigned as a pre-class exercise with subsequent in-class debrief. Alternatively, given the range of variables at the professor's disposal, the professor can craft weekly assignments throughout the course which highlight specific learning objectives. Finally, the simulation can be run multiple times, with increasing complexity. Geographic Setting: United States Industry Setting: Rentals; Service industries; Transportation industry Subjects: NO SUBJECTS(KEYWORDS) Length: 2 hour Supplementary Materials: Teaching Note, (2661), 42p, by John T. Gourville, John E. Hogan, Thomas T. Nagle Year New: 2007 BH059 Title: Pricing Strategy and the Net Author(s): Pitt, Leyland F.; Berthon, Pierre R.; Watson, Richard T.; Ewing, Michael Publication Date: 03/15/2001 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Among marketing mix variables, price alone directly affects a firm's revenue. The advent of a new medium for buyer-seller interaction, the Internet, is changing the issue of price for both customers and suppliers in an unprecedented way. On the one hand, there are Internet dynamics that flatten the customer value pyramid (defined by the value of the customer to the firm) because of technology that facilitates customer search, customer control over transactions, the provision of means by which the customer can make rather than take the price, a return to one-onone negotiation, and commoditization of markets. Countervailing dynamics of the Internet enable the firm in some instances to differentiate pricing all the time, to create customer switching barriers, to "de-menu" pricing, to differentiate on other dimensions of the purchase decision, and to reduce transactions costs. A conceptual model is proposed for identifying Internet-based pricing dynamics and market forms according to the relative strengths of buyer and seller. These dynamics suggest that pricing decisions can be as creative as those made about the development of new products and services or advertising campaigns. Indeed, pricing may be the last frontier for marketing creativity. In the hands of the wise, the Internet might be the digital wagon that carries pricing pioneers to the edge of the digital frontier. Subjects: Information technology; Internet; Marketing management; Marketing strategy; Pricing strategy Length: 10p 500065 Title: Pricing and Market Making on the Internet Author(s): Dolan, Robert J.; Moon, Youngme Publication Date: 12/07/1999 Revision Date: 11/09/2000 Product Type: Note Abstract: Considers the impact of the Internet on how market exchanges will take place. Discusses the role of shopping agents and alternatives to fixed prices such as negotiations, auctions, and exchanges. Subjects: Auctions; Electronic commerce; Internet; Marketing management; Pricing Length: 20p 9-507-S13 Title: Pricing and Market Making on the Internet, Spanish Version Author(s): Dolan, Robert J.; Moon, Youngme Publication Date: 12/07/1999 Product Type: LACC Note Abstract: Considers the impact of the Internet on how market exchanges will take place. Discusses the role of shopping agents and alternatives to fixed prices such as negotiations, auctions, and exchanges. Subjects: NO SUBJECTS(KEYWORDS) Length: 22p R0209G Title: Pricing and the Psychology of
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Consumption Author(s): Gourville, John T.; Soman, Dilip Publication Date: 09/01/2002 Product Type: Harvard Business Review Article Abstract: Most executives know how pricing influences the demand for a product, but few of them realize how it affects the consumption of a product. In this article, the authors argue that the relationship between pricing and consumption lies at the core of customer strategy. The extent to which a customer uses a product during a certain time period often determines whether he or she will buy the product again. So pricing tactics that encourage people to use the products they've paid for help companies build long-term relationships with customers. The link between pricing and consumption is clear: People are more likely to consume a product when they are aware of its cost. But for many executives, the idea that they should draw consumers' attention to the price that was paid for a product or service is counterintuitive. Companies have long sought to mask the costs of their goods and services to boost sales. And rightly so--if a company fails to make the initial sale, it won't have to worry about consumption. The problem is that masking how much a buyer has spent on a given product decreases the likelihood that the buyer will actually use it. Subjects: Consumer behavior; Consumer marketing; Marketing strategy; Pricing; Pricing strategy; Product positioning; Sales strategy Length: 6p 1814 Title: Pricing and the Psychology of Consumption (HBR OnPoint Enhanced Edition) Author(s): Gourville, John T.; Soman, Dilip Publication Date: 09/01/2002 Product Type: HBR OnPoint Article Abstract: Most executives know how pricing influences the demand for a product, but few of them realize how it affects the consumption of a product. In this article, the authors argue that the relationship between pricing and consumption lies at the core of customer strategy. The extent to which a customer uses a product during a certain time period often determines whether he or she will buy the product again. So pricing tactics that encourage people to use the products they've paid for help companies build long-term relationships with customers. The link between pricing and consumption is clear: People are more likely to consume a product when they are aware of its cost. But for many
Marketing
executives, the idea that they should draw consumers' attention to the price that was paid for a product or service is counterintuitive. Companies have long sought to mask the costs of their goods and services to boost sales. And rightly so--if a company fails to make the initial sale, it won't have to worry about consumption. The problem is that masking how much a buyer has spent on a given product decreases the likelihood that the buyer will actually use it. Subjects: Consumer behavior; Consumer marketing; Marketing strategy; Pricing; Pricing strategy; Product positioning; Sales strategy Length: 9p List Price: $6.50 BH061 Title: Pricing as Entrepreneurial Behavior Author(s): Schindehutte, Minet; Morris, Michael H. Publication Date: 07/15/2001 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Conventional pricing is being turned on its head. Deciding what prices to charge represents one of the more visible decision variables confronting managers. Prices send clear messages about customer value and company objectives. Yet, pricing has been one of the least emphasized strategic issues. Historically, managers have taken price for granted, thinking its main function was to cover costs and provide a target rate of return. Now, companies are adopting more sophisticated approaches. A strategic perspective on pricing includes price objectives, price strategy, price structure, price levels, and price promotions. E-commerce opens new opportunities for using differentiated pricing all the time, optimizing pricing by creating customer switching barriers, and differentiating by stage. Challenges to management include the development of technology that facilitates customer price searching and customers making rather than taking prices. An integrative framework for analysis combines the dimensions of strategic pricing with market-based versus cost-based, proactive versus reactive, risk-assumptive versus riskaversive, and flexible versus standardized dimensions. Subjects: Entrepreneurship; Information technology; Marketing management; Marketing strategy; Pricing Length: 8p SMR080 Title: Pricing as a Strategic Capability Author(s): Dutta, Shantanu; Bergen, Mark; Levy, Daniel; Ritson, Mark; Zbaracki, Mark Publication Date: 04/01/2002 Product Type: SMR Article Abstract: For too long, people have made unwarranted but detrimental assumptions about pricing. Changing prices, for example, has been looked on as an easy, quick, and reversible process, and new technologies have only reinforced that way of thinking. Similarly, extracting value from a product by pricing it correctly has been seen as relatively uncomplicated; the hard part is creating the valuable product in the first place. But these dismissive attitudes toward pricing miss the mark. Pricing is complex, and it's only growing more so as new tools and techniques become available. The ability to set the right price at the right time, any time--the very definition of a pricing capability--is also becoming increasingly important. In fact, in the course of working with dozens of companies in the past couple of years, the authors have spoken with several executives who believe that developing a pricing capability is essential to their business' survival. And they are backing up their views by investing in three areas: human capital, systems capital, and social capital. The authors explain the nature of these investments and how they come together to form a pricing capability that competitors will have a hard time imitating. Building such a capability requires an effort that some companies may not be in a position to undertake. Those that do take a comprehensive approach, however, can make superior pricing decisions that fit with their positioning, customers, suppliers, and evolving market conditions for years to come. Subjects: Investments; Marketing strategy; Pricing Length: 8p Year New: 2005 500071 Title: Pricing: A Value-Based Approach Author(s): Dolan, Robert J. Publication Date: 12/21/1999 Revision Date: 11/03/2003 Product Type: Note Abstract: Presents a framework for determining prices for products and services in concert with the value provided to customers. Discusses methodologies for estimating customer value. Subjects: Pricing Length: 10p
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584150 Title: Pricing: Basic Principles Author(s): Dolan, Robert J. Publication Date: 05/23/1984 Product Type: Note Abstract: Defines pricing in relation to the other elements of the marketing mix. Discusses the basic principles of this complex activity and analyzes the effect of the value-creation efforts of the manufacturer upon the price the manufacturer can obtain from consumers. Subjects: Consumer marketing; Marketing mixes; Pricing; Pricing strategy; Valuation Length: 7p 500020 Title: Pricing: Design and Implementation Author(s): Chun, Samuel Publication Date: 08/30/1999 Revision Date: 05/03/2000 Product Type: Note Abstract: Provides general managers with a framework with which they can structure and understand pricing decisions. Draws examples from existing HBS case materials. Subjects: Pricing Length: 8p 585038 Title: Prime Computer, Inc. Author(s): Buzzell, Robert D. Publication Date: 09/19/1984 Product Type: Case (Field) Abstract: Describes the problems encountered by a small, rapidly growing manufacturer of minicomputers. The sales manager is having difficulty recruiting and training sales people fast enough to keep pace with growth opportunities. Beyond this immediate problem, what strategy should Prime adopt in anticipation of future growth? Rewritten version of two earlier cases by the same author. Geographic Setting: United States Industry Setting: Computer industry Company Size: small Subjects: Computer industry; Growth strategy; Industry analysis; Marketing strategy; Sales management; Strategic market planning Length: 23p Supplementary Materials: Teaching Note, (585048), 13p, by Robert D. Buzzell BH091 Title: A Primer for Lean Marketing Author(s): Lowry, James R. Publication Date: 05/15/2003 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana
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University Abstract: When there is a downturn in business, companies usually initiate actions to cut their costs. But this does not achieve the greater goal of maintaining a continually lean organization that minimizes waste and maximizes efficiency. The principles of lean thinking include providing value, creating a value stream, generating flow, employing pull, and creating perfection. Apply them to the marketing planning process and the mix of product, price, promotion, and place and--voila--you have lean marketing. Subjects: Marketing management; Marketing strategy; Operations management Length: 8p Year New: 2004 588066 Title: Primerica Corp. (A): How American Can Discovered Primerica Author(s): Greyser, Stephen A.; Klein, Norman Publication Date: 06/07/1988 Revision Date: 05/26/1989 Product Type: Case (Field) Abstract: During the 1980s, the American Can Co. had gradually become more a financial services conglomerate and less a packaging company. When CEO Gerald Tsai sold the company's packaging division in late 1986 and along with it the American Can name, the company needed a new name. The case traces the changes in what had been American Can and describes the four-month process leading to the launch of the new Primerica. May be used with: (589088) Primerica Corp. (B). Geographic Setting: United States Industry Setting: Financial services Company Size: large Subjects: Corporate strategy; Financial services; Organizational change Length: 21p 589088 Title: Primerica Corp. (B) Author(s): Greyser, Stephen A.; Klein, Norman Publication Date: 01/19/1989 Product Type: Case (Field) Abstract: Focuses on the company's evaluation of the corporate identity campaign that launched the name "Primerica." Special attention is given to Primerica's corporate advertising and the measures used to evaluate its effectiveness. May be used with: (588066) Primerica Corp. (A): How American Can Discovered Primerica. Geographic Setting: United States Industry Setting: Financial services Company Size: large Subjects: Advertising campaigns; Corporate strategy; Financial services; Organizational change; Public relations Length: 36p CMR318 Title: Principles for User Design of Customized Products Author(s): Randall, Taylor; Terwiesch, Christian; Ulrich, Karl T. Publication Date: 08/01/2005 Product Type: CMR Article Publisher: California Management Review Abstract: User design is a particular form of product customization that allows the customer to specify the properties of a product. User design has emerged as a mechanism to build brand loyalty, to fit products to the heterogeneous needs of a market, and to differentiate the offerings of a manufacturer. However, many consumers face daunting challenges in designing a product that fits their personal needs. This makes it essential for producers of customized goods and services to create user interfaces that are effective in supporting consumers in the user design process. Defines the fundamental informationprocessing problem associated with user design of customized products and articulates five principles of user design. Also outlines actions that can be taken to improve user design systems. Industry Setting: Consumer products Subjects: NO SUBJECTS(KEYWORDS) Length: 19p Year New: 2005 506021 Title: Principles of Pricing Author(s): Gourville, John T. Publication Date: 09/22/2005 Revision Date: 01/12/2006 Product Type: Note Abstract: Presents the basic principles of pricing, including value pricing, price sensitivity, and price customization/discrimination. Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2005 506018 Title: Principles of Product Policy Author(s): Elberse, Anita Publication Date: 09/07/2005 Revision Date: 05/04/2006 Product Type: Note Abstract: Provides an introduction to key product policy issues. Subjects: NO SUBJECTS(KEYWORDS) Length: 8p
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6288BC Title: Prioritize Brands in the Portfolio: Developing a Brand Portfolio Strategy in a Silo Environment Author(s): Aaker, David Publication Date: 10/21/2008 Product Type: HBS Press Chapter Abstract: Most CMOs looking at their organizations see too many brands with too few priorities and too little leverage-a context that makes it difficult to create strong brands and effective marketing. Silos, particularly product silos, can significantly contribute to brand proliferation and the absence of an effective portfolio strategy. Developing a brand portfolio strategy in a silo environment involves making the decision to add or eliminate brands, assign roles and establish priorities, and determine how to leverage the strategic brands. This chapter introduces three frameworks that can help. Subjects: NO SUBJECTS(KEYWORDS) Length: 29p List Price: $6.95 594039 Title: The Private Label Movement Author(s): Goldberg, Ray A.; Kaplan, Robert S.; Daniels, Donald Publication Date: 09/23/1993 Product Type: Note Abstract: Private labels, previously weak in the U.S. market, are making inroads in the United States and Canada. Reasons for this include a weak economy, better quality of private label goods, and a desire by retailers to increase profitability. Industry Setting: Consumer products Subjects: Brands; Consumer goods Length: 8p 589120 Title: Private Label at Dayton Hudson Department Store Co. Author(s): Salmon, Walter J.; Kremer, Marian Publication Date: 06/23/1989 Revision Date: 10/28/1991 Product Type: Case (Field) Abstract: Concerns the role that private label should play in the strategy of a major American department store. Includes discussion of the pricing and the costs of private label. In addition, it deals with the types of merchandise that lend themselves to private label and the implications of effectively managing a private label program. Geographic Setting: United States Industry Setting: Retail industry Company Size: large Gross Revenues: $2 billion revenues
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Subjects: Brands; Department stores; Retailing Length: 25p Supplementary Materials: Teaching Note, (592028), 8p, by Walter J. Salmon, David Wylie 87312 Title: Private Labels Are Back in Fashion Author(s): Salmon, Walter J.; Cmar, Karen A. Publication Date: 05/01/1987 Product Type: Harvard Business Review Article Abstract: Battles between national brands and private labels continue unabated on retailers' shelves and racks. The conflict is particularly sharp in the fashion industry, where famous names are now not only brands but also private labels. Private labels have made inroads into the fashion business because consumer tastes are changing, management information systems have become sophisticated, and certain manufacturers have developed reputations among the style conscious. Even so, some of America's most powerful chains continue to stress national brands instead of their own brands. Industry Setting: Apparel industry; Retail industry Subjects: Brands; Clothing; Consumer behavior; Consumer marketing; Marketing management; Product management; Retailing Length: 7p 900M05 Title: Procter & Gamble Canada (A): The Febreze Decision Author(s): White, Roderick E.; Mark, Ken Publication Date: 07/18/2000 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Procter & Gamble reorganized its operations and created Global Business Units with Market Development Organizations (MDO) to augment the brand strategy work. This reorganization supported changes in culture that included reasonable risk taking. The marketing director of Procter & Gamble Canada was evaluating the potential success of launching a new product, Febreze, by using volume analysis resources available to her. The results indicated that Febreze would be a relatively small business opportunity, but the model could not take into account the various new MDO marketing tools that were not yet available. To justify the cost of launching the product, revenues would have to be significantly more than the volume model predicted. While trying to adjust to the new culture, the marketing director had to evaluate the risks associated with launching the product not knowing if the new tools would generate the additional volumes needed and the risk of losing the competitive edge if she postponed the launch. May be used with: (900M06) Procter & Gamble Canada (B): The Canadian MDO. Geographic Setting: Canada Industry Setting: Consumer products Company Size: large Subjects: Canada; Consumer goods; Organizational design; Reorganization; Strategic planning Length: 6p Supplementary Materials: Teaching Note, (800M05), 7p, by Roderick E. White 900M06 Title: Procter & Gamble Canada (B): The Canadian MDO Author(s): White, Roderick E.; Mark, Ken Publication Date: 07/19/2000 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Organization 2005, the latest initiative by Procter & Gamble (P&G) worldwide, was put in place to help double revenue growth between 2000 and 2005. The reorganization aligned the company so that planning and managing the lines of business were done on a global basis. The company's culture, its structure, and how work would be done were three key items that the changes would impact. The newly appointed president of P&G Canada reflected on the strategy behind the changes, the implications of the organizational change, and the message he wanted to deliver as he prepared to address the Canadian employees. May be used with: (900M05) Procter & Gamble Canada (A): The Febreze Decision. Geographic Setting: Canada Industry Setting: Consumer products Company Size: large Subjects: Canada; Consumer goods; Organizational design; Reorganization; Strategic planning Length: 6p Supplementary Materials: Teaching Note, (800M05), 7p, by Roderick E. White 98A030 Title: Procter & Gamble Canada: Developing Scope Advertising Copy Author(s): Hulland, John S.; Mark, Ken Publication Date: 01/14/1999 Revision Date: 11/07/2002
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Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The assistant brand manager for Procter & Gamble's Scope brand in Canada has been working since May with the brand manager to refine the brand's market position. They are concerned about whether they have chosen the correct target for the brand, and what their fall advertising for Scope should communicate. A focus group session has been planned for the next two weeks. They are eagerly awaiting the opportunity to uncover key consumer insights but want to ensure that they are asking the right questions. They have to make specific decisions regarding the fall advertising campaign no later than the beginning of August and want to ensure that the new advertisements are as successful as possible. This case can be used in a second-year advertising or research methods elective, or as part of the advertising module in a first-year course. Geographic Setting: Canada Industry Setting: Consumer products Company Size: large Subjects: Advertising; Canada; Consumer goods; Consumer marketing; Market research; Product management Length: 16p 502S07 Title: Procter & Gamble Co. (A), Spanish Version Author(s): Quelch, John A.; Court, Alice M. Publication Date: 08/08/2002 Product Type: LACC Case Abstract: An associate advertising manager at Procter & Gamble is considering several options to strengthen the company's position in the light duty liquid detergent market. One option is to introduce a fourth Procter & Gamble brand in the category. Provides substantial information on the Procter & Gamble brand management organization. Geographic Setting: United States Industry Setting: Consumer products Company Size: Fortune 500 Gross Revenues: $11 billion sales Subjects: Advertising; Brands; Consumer marketing; Product introduction; Sales promotions Length: 36p Year New: 2006 584047 Title: Procter & Gamble Co. (A) Author(s): Quelch, John A.; Court, Alice M. Publication Date: 11/03/1983 Revision Date: 05/15/1990 Product Type: Case (Field)
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Abstract: An associate advertising manager at Procter & Gamble is considering several options to strengthen the company's position in the light duty liquid detergent market. One option is to introduce a fourth Procter & Gamble brand in the category. Provides substantial information on the Procter & Gamble brand management organization. Geographic Setting: United States Industry Setting: Retail industry Company Size: Fortune 500 Gross Revenues: $11 billion sales Subjects: Advertising; Brands; Consumer marketing; Product introduction; Sales promotions Length: 29p Supplementary Materials: Teaching Note, (586065), 13p, by John A. Quelch, Cynthia A. Bates; Teaching Note, (591107), 17p, by Frank V. Cespedes; Case Video, (886501), 20 min, by John A. Quelch 584048 Title: Procter & Gamble Co. (B) Author(s): Quelch, John A.; Court, Alice M. Publication Date: 11/03/1983 Revision Date: 05/15/1990 Product Type: Case (Field) Abstract: The brand assistant on H-80, a new light duty liquid detergent, has to develop a year-one national promotion plan for the new product. Illustrates one of the important tasks of a Procter & Gamble brand assistant and provides substantial information on different types of consumer promotions. Geographic Setting: United States Industry Setting: Consumer products Company Size: Fortune 500 Gross Revenues: $11 billion sales Subjects: Advertising; Brands; Consumer marketing; Product introduction; Sales promotions Length: 25p Supplementary Materials: Teaching Note, (586038), 14p, by John A. Quelch, Cynthia A. Bates; Case Video, (886501), 20 min, by John A. Quelch 886501 Title: Procter & Gamble Co.: H-80 Postscript, Video Author(s): Quelch, John A. Publication Date: 07/25/1985 Product Type: Case Video Abstract: Presents an interview with the brand manager on H-80, describing the Procter & Gamble Co.'s subsequent launch of this new product. Must be used with: (584048) Procter & Gamble Co. (B); (584047) Procter & Gamble Co. (A). Industry Setting: Advertising industry Subjects: Advertising; Brands; Consumer marketing; Product introduction; Sales promotions Length: 20 min List Price: $150.00 504S14 Title: The Procter & Gamble Co.: Lenor Refill Package, Spanish Version Author(s): Quelch, John A.; Drumwright, Minette E. Publication Date: 09/11/1991 Revision Date: 08/01/1996 Product Type: LACC Case Abstract: The assistant brand manager for Lenor, Procter & Gamble Germany's fabric softener brand, was preparing a presentation on the national launch of an environmentally friendly refill package. Geographic Setting: Germany Industry Setting: Soap & detergent industry Company Size: Fortune 500 Gross Revenues: $600 million sales Subjects: Brands; Consumer goods; Germany; Packaging; Product development; Product management Length: 21p 592016 Title: The Procter & Gamble Co.: Lenor Refill Package Author(s): Quelch, John A.; Drumwright, Minette E.; Yao, Julie Publication Date: 09/11/1991 Revision Date: 08/01/1996 Product Type: Case (Field) Abstract: The assistant brand manager for Lenor, Procter & Gamble Germany's fabric softener brand, was preparing a presentation on the national launch of an environmentally friendly refill package. Geographic Setting: Germany Industry Setting: Soap & detergent industry Company Size: Fortune 500 Gross Revenues: $600 million sales Subjects: Brands; Consumer goods; Germany; Packaging; Product development; Product management Length: 18p Supplementary Materials: Teaching Note, (593010), 18p, by John A. Quelch 90A006 Title: Procter & Gamble, Inc.: Downy Enviro-Pak Author(s): Ryans, Adrian B.; Lahey, Janet; Lane, Christopher Publication Date: 01/01/1990 Revision Date: 07/11/2000 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: In early 1989, with growing concern among Canadians about the impending solid waste problem, Grad Schnurr, the brand manager for Downy fabric softener, was considering the
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launch of a more environmentally friendly form of packaging. These "Enviro-Paks" would reduce the amount of plastic used in a standard 3L package by 85%, resulting in a 15% saving in total manufacturing costs. Although a similar type of packaging had already been introduced in Europe, the EnviroPaks would be the first of their kind in North America. Because of this, Grad Schnurr faced many strategic issues and had to make decisions relating to the pricing, promotion, and national launch of the paks. Geographic Setting: Canada Industry Setting: Chemical industry Company Size: large Subjects: Canada; Environmental protection; Marketing management; Pricing; Product introduction Length: 11p Supplementary Materials: Teaching Note, (890A06), 6p, by Adrian B. Ryans 503S09 Title: Procter & Gamble: Always Russia, Spanish Version Author(s): Arnold, David J. Publication Date: 10/23/1998 Product Type: LACC Case Abstract: P&G has rapidly gained market leadership in Russia with the Always feminine protection brand. The distinctive emerging market strategies employed by P&G are discussed. In planning further market development, the management team faces three decisions: 1) whether to maintain the price premium of Always or to attempt to develop the mid-market through lower priced brands; 2) whether the different marketing strategies employed in different countries in Central and Eastern Europe should be harmonized, especially in light of current parallel importing problems; and 3) whether the feminine protection portfolio should be extended by launching either Alldays pantiliners and/or Tampax Tampons. Teaching Purpose: To illustrate the strategies necessary in emerging markets and 2) marketing planning in a rapidly developing market. Geographic Setting: Russia Industry Setting: Consumer products Company Size: large Gross Revenues: $37 billion revenues Subjects: Brand management; Emerging markets; International marketing; Marketing strategy; Russia Length: 16p Year New: 2006 599050 Title: Procter & Gamble: Always Russia Author(s): Arnold, David J. Publication Date: 10/23/1998
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Product Type: Case (Field) Abstract: P&G has rapidly gained market leadership in Russia with the Always feminine protection brand. The distinctive emerging market strategies employed by P&G are discussed. In planning further market development, the management team faces three decisions: 1) whether to maintain the price premium of Always or to attempt to develop the mid-market through lower priced brands; 2) whether the different marketing strategies employed in different countries in Central and Eastern Europe should be harmonized, especially in light of current parallel importing problems; and 3) whether the feminine protection portfolio should be extended by launching either Alldays pantiliners and/or Tampax Tampons. Geographic Setting: Russia Industry Setting: Consumer products Company Size: large Gross Revenues: $37 billion revenues Subjects: Brand management; Emerging markets; International marketing; Marketing strategy; Russia Length: 13p Supplementary Materials: Teaching Note, (500105), 12p, by David J. Arnold 93A027 Title: Procter & Gamble: Facelle Division Facial Tissue Author(s): Deutscher, Terry H. Publication Date: 10/11/1993 Revision Date: 01/15/1996 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: In August 1991, Procter & Gamble, Inc. (P&G) acquired Facelle Paper Products, a Toronto-based manufacturer of tissue, towel, and sanitary products, for $185 million. By March 1992, P&G was prepared to consider a major repositioning of the Facelle brands (Royale and Florelle) in the facial tissue market. The product formulation, their brand names, pricing, and advertising strategies were all under review. Geographic Setting: Canada Industry Setting: Paper industry Company Size: large Subjects: Advertising strategy; Brands; Canada; Consumer goods; Marketing management; Marketing strategy; Pricing strategy Length: 24p 579072 Title: Product Life Cycle Author(s): Corey, E. Raymond; Capon, Noel Publication Date: 10/01/1978 Revision Date: 08/16/1985 Product Type: Note Abstract: Introduces the student to the concept of the product life cycle. The meaning and fundamental underpinnings of the product life cycle are presented. Further, the nature of market and competitive forces at different stages in the life cycle, and the implications for managerial action, are discussed. Subjects: Competition; Marketing strategy; Product life cycle; Strategic planning Length: 11p 87210 Title: Product Management Audit Author(s): Quelch, John A.; Farris, Paul W.; Publication Date: 03/01/1987 Product Type: Harvard Business Review Article Abstract: In a large, marketing-oriented organization, it's often hard for top management to keep track of how the various products are doing - beyond sales and other data. Are the product managers putting emphasis on the right things? Are they delegating enough authority? Are they wasting time? With the results of an audit, top management can help the product managers make the best use of their time and promote marketing effectiveness with a wellmotivated staff. Industry Setting: Auditing Subjects: Auditing; Marketing information systems; Marketing management; Product management Length: 3p 587107 Title: Product Management, Video Index Author(s): Quelch, John A. Publication Date: 06/26/1987 Product Type: Supplement (Other) Abstract: Provides an index for Video (9-887-536). Must be used with: (887536) Product Management, Video. Subjects: NO SUBJECTS(KEYWORDS) Length: 1p 576064 Title: Product Policy Author(s): Lovelock, Christopher H. Publication Date: 10/06/1975 Product Type: Note Abstract: Discusses the determination of product policy, including such issues as adjustments to a firm's product mix, product positioning and evaluating the fit between product, company and market characteristics. It is intended as supplementary reading material in an introductory case-oriented marketing course. Subjects: Marketing strategy; Product lines; Product planning & policy; Product positioning
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585022 Title: Product Policy Author(s): Quelch, John A. Publication Date: 08/14/1984 Revision Date: 10/20/1992 Product Type: Note Abstract: Summarizes principal issues involved in product policy. Subjects: Marketing strategy; Product planning & policy Length: 7p Supplementary Materials: Teaching Note, (585023), 11p, by John A. Quelch 501049 Title: Product Policy Decisions Author(s): Dolan, Robert J. Publication Date: 10/11/2000 Revision Date: 12/13/2000 Product Type: Note Abstract: Provides an introduction to key product policy issues. Subjects: Product development; Product lines; Product planning & policy Length: 6p 905A28 Title: Product Portfolio Planning at Estonia's Saku Brewery Author(s): Pearce, Michael R.; Mitchell, Jordan Publication Date: 10/17/2005 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The CEO and the marketing director of Saku Olletehase AS of Estonia must decide on the company's product portfolio plan. Saku enjoyed market leadership in Estonia with its brand Saku Originaal; however, the strength in market share has weakened in recent years due to increasing competition and greater marketing acumen from other domestic producers. Although domestic beer sales have fallen, the company has experienced increases in other product lines, such as alcoholic long drinks, cider, and nonalcoholic beverages, which complement its existing agreement to sell Pepsi and 7Up. For the last three years, the company has had the exclusive right to resell three well-known international beer brands (Guinness, Kilkenny, and Carlsberg) in Estonia. With so many options and finite marketing resources, the company needs to decide where to focus its effort. Geographic Setting: Estonia Industry Setting: Brewers Event Year Start: 2004 Event Year End: 2004 Subjects: NO SUBJECTS(KEYWORDS) Length: 23p
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Supplementary Materials: Teaching Note, (805A28), 12p, by Michael R. Pearce, Jordan Mitchell Year New: 2006 505038 Title: Product Team Cialis: Getting Ready to Market Author(s): Ofek, Elie Publication Date: 10/04/2004 Revision Date: 01/21/2009 Product Type: Color Case Abstract: Lilly and ICOS are preparing for the launch of a new drug, Cialis, to compete against Viagra. To position against the incumbent firm Pfizer, which developed and markets Viagra, and other newcomers into the erectile dysfunction market, they must determine how best to segment the market and which target market to focus on. The marketing plan should take advantage of Cialis's medical profile. In particular, they must pay special attention to the communication strategy to patients, physicians, and partners. The analysis, plan, and action should take into account extensive market research and recent competitive developments. Includes color exhibits. Geographic Setting: Global Industry Setting: Pharmaceutical industry Subjects: Communication strategy; Competition; Market research; Market segmentation; Marketing planning; Pharmaceuticals; Product positioning Length: 26p Supplementary Materials: Teaching Note, (505060), 15p, by Elie Ofek Year New: 2005 96601 Title: Profits for Nonprofits: Find a Corporate Partner Author(s): Andreasen, Alan R. Publication Date: 11/01/1996 Product Type: Harvard Business Review Article Abstract: Here's a familiar story: A nonprofit organization joins forces with a corporation in a cause-related marketing campaign. It seems like a win-win deal, but the nonprofit--and the media--find out several weeks into the campaign that the corporation's business practices are antithetical to the nonprofit's mission. The nonprofit's credibility is severely damaged. Is the moral of the story that nonprofits should steer clear of alliances with for-profit organizations? Not at all, Alan Andreasen says. Nonprofit managers can help their organizations avoid many of the risks and reap the rewards of cause-related marketing alliances by thinking of themselves not as charities but as partners in the marketing effort. Industry Setting: Advertising industry Subjects: Advertising; Advertising campaigns; Marketing management; Marketing strategy; Nonprofit marketing; Nonprofit organizations; Social change; Social enterprise Length: 8p 7860BC Title: Programs: Civic Goods, Civil Services--What Government Can Learn From Marketing Author(s): Quelch, John A.; Jocz, Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: The guiding principle of democracy is that the purpose of government is to serve its citizens. To a citizenry inundated with news of wrongdoing and scandals, the notion that the public comes first may seem at odds with reality. Since failure to serve citizens weakens the social bonds that make democracy viable, a democratic government stands to learn much from marketing about better communicating the positive contributions it makes to citizens' lives. Subjects: NO SUBJECTS(KEYWORDS) Length: 26p List Price: $6.95 HKU626 Title: Promoting Healthcare Tourism in India Author(s): Tang, Amy; Yim, Bennett Publication Date: 03/15/2007 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: A joint study by the Confederation of Indian Industries and McKinsey forecast the potential of healthcare tourism to amount to US$2.2 billion by 2010. The Indian Government's growing awareness of this lucrative market led to a series of task forces and meetings to finalize decisions on how to develop the country into a major health destination. Allows students to evaluate the industry dynamics and competitive situation in order to develop a proposed positioning and targeting strategy. Geographic Setting: India Industry Setting: Health care industry; Managed care Subjects: NO SUBJECTS(KEYWORDS) Length: 28p Supplementary Materials: Teaching Note, (HKU627), 9p, by Amy Tang, Bennett Yim Year New: 2007 582120 Title: Promotion Incentive Allocation Exercise
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Author(s): Quelch, John A. Publication Date: 06/04/1982 Revision Date: 05/30/1990 Product Type: Exercise Abstract: Data on sales force, dealer, and consumer incentives are provided for eight industries. Students must attempt to match the names of the eight industries against each data profile. Industry Setting: Advertising industry Subjects: Advertising; Consumer marketing; Incentives Length: 2p F0810G Title: Protect Your Product's Look and Feel from Imitators Author(s): Gelb, Betsy D.; Krishnamurthy, Partha Publication Date: 10/01/2008 Product Type: Harvard Business Review Article Abstract: "Trade dress" is the legal term for a nonfunctional design feature, such as the cowhide pattern on Gateway's computer boxes. Many companies don't know its value or assume that they could sue imitators. Here's a simple experiment to acquire the data needed for protection. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p BH074 Title: Proven Strategies for New Market Mastery Author(s): Meyer, Peter Publication Date: 05/15/2002 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: You can choose from 4 key strategies to systematically create and master new markets. Path 1 is to start from a blank slate with unknown customers and unknown products. This is the most exciting path to take, but the most formidable and riskiest; Path 2 is to deliver new products to known customers; Path 3 takes known products to unknown customers; and Path 4 is building a new market with known customers and known products-usually results in product line extensions and runs the risk that you will become defined by your knowledge. The opportunity to create and dominate a new market offers the prospect of working without competition and with increased margins. However, the firm must choose the path that leverages its knowledge. It is important to remember that the product is not just the device or service, but also the delivery process, customer interfaces, and support systems. Examples from FedEx, AT&T,
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GlaxoSmithKline and other companies illustrate the pitfalls and advantages of each of the 4 paths to new market strategies. Subjects: Corporate strategy; Marketing strategy; Product management Length: 5p BH198 Title: Public Relations Comes of Age Author(s): Robinson, David Publication Date: 05/15/2006 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Public relations (PR) is an important component of a firm's integrated marketing communications strategy. Once populated by such passive acts as issuing press releases and responding to press inquiries, the field has "come of age" and developed into an active part of the firm's promotional activities. Today's PR employs such techniques as event sponsorship, stunt marketing, charitable activities, and placement (the paid appearance of a firm's products within entertainment content). This paper defines contemporary PR practices and develops rules for successful implementation of these modern approaches to promotion. Industry Setting: Advertising industry Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2006 IES072 Title: Puig Doria Author(s): Renart, Lluis G.; Pares, Francisco; Martincich, Melissa Publication Date: 01/01/1987 Revision Date: 02/01/1991 Product Type: Case (Field) Publisher: IESE Business School Abstract: Puig Doria is a famous jewelry designer and retailer located in Barcelona, Spain. After two relatively unsuccessful efforts to export its designs, the company was approached in 1983 by C. ITOH, one of the largest Japanese trading companies. C. ITOH would buy Mr. Puig Doria's designer jewelry to be resold in Japan through Daimatsu, a manufacturer of high-quality kimonos. A year and a half has gone by. The Japanese have bought samples to test their market and have published a very sophisticated catalog in which Mr. Puig Doria and his designs are prominently displayed. Geographic Setting: Spain Industry Setting: Jewelry industry Subjects: Europe; Exports; Japan; Marketing management; Retailing Length: 17p Supplementary Materials: Teaching Note, (IES074), 12p, by Lluis G. Renart IES073 Title: Puig Doria (Condensed) Author(s): Renart, Lluis G.; Pares, Francisco; Martincich, Melissa Publication Date: 02/01/1986 Product Type: Case (Field) Publisher: IESE Business School Abstract: Puig Doria is a famous jewelry designer and retailer located in Barcelona, Spain. After two relatively unsuccessful efforts to export its designs, the company was approached in 1983 by C. ITOH, one of the largest Japanese trading companies. C. ITOH would buy Mr. Puig Doria's designer jewelry to be resold in Japan through Daimatsu, a manufacturer of high-quality kimonos. A year and a half has gone by. The Japanese have bought samples to test their market and have published a very sophisticated catalog in which Mr. Puig Doria and his designs are prominently displayed. Geographic Setting: Spain Industry Setting: Jewelry industry Subjects: Europe; Exports; Japan; Marketing management; Retailing Length: 8p Supplementary Materials: Teaching Note, (IES074), 12p, by Lluis G. Renart 87301 Title: Pulling Away from Push Marketing Author(s): Achenbaum, Alvin A.; Mitchel, F. Kent Publication Date: 05/01/1987 Product Type: Harvard Business Review Article Abstract: Manufacturers of packaged goods no longer can entice consumers through traditional "pull" marketing techniques - huge TV and other advertising campaigns and alluring packaging. So the trade has moved in to grab customers through "push" marketing techniques - especially coupons and trade deals. Unless manufacturers reverse this trend, they will risk crippling their own marketing productivity. Manufacturers have to understand the recent changes in society and consumer tastes that have caused the shift from pull to push marketing. They then can return to pull marketing by directing their attention to the small, varied segments that now make up the U.S. market. Subjects: Brands; Consumer marketing; Market segmentation; Marketing management; Marketing strategy; Product management Length: 3p
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573002 Title: Pure Drug Co. Author(s): Sorenson, Ralph Z., II Publication Date: 07/01/1972 Revision Date: 11/01/1980 Product Type: Case (Field) Abstract: A new divisional sales manager is surprised when one of the salesmen asks to retire early. He must decide how to reallocate the territories, a decision that is complicated by an alleged informal agreement about territories made between the former sales manager and two of the salesmen. Based on Consolidated Drugs, Inc. by W. Nolen, N.H. Borden, Jr., and R. Raymond. Geographic Setting: New York, NY Industry Setting: Pharmaceutical industry Event Year Start: 1952 Event Year End: 1952 Subjects: Communication; Employee training; Management of change; Performance appraisal; Pharmaceuticals; Sales management Length: 25p 585158 Title: Puritan Drug Co. Author(s): Moriarty, Rowland T., Jr. Publication Date: 02/06/1985 Revision Date: 07/29/1993 Product Type: Case (Field) Abstract: David Thomas takes his first sales management assignment and is faced with a sales rep revolt because of a possible territory reorganization. In addition, his sales division is performing well below the national average. Rewritten version of a case by R.Z. Sorenson. Geographic Setting: New York, NY Industry Setting: Wholesale; Pharmaceutical industry Company Size: small Gross Revenues: $13 million sales Subjects: Organizational change; Pharmaceuticals; Sales management; Wholesaling Length: 21p 508054 Title: Purolator Courier Ltd. Author(s): Lal, Rajiv; Ross, Catherine Publication Date: 03/06/2008 Product Type: Case (Field) Abstract: On a fall day in September 2003, Robert Swanborough made his way down a thickly carpeted hallway in Purolator's headquarters in Toronto, Canada, toward a meeting with his two deputies. Several months earlier, Swanborough, then vice-president of Marketing, had been named vicepresident for Sales Effectiveness atop a transformed sales division. The previous week, the team had presented to top
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management the results of the customer segmentation research that Swanborough had contracted while in marketing. The research identified customers that would be willing to pay more for the services that Purolator was or could potentially provide to them. The new Sales Effectiveness team planned .... Geographic Setting: Canada Event Year Start: 2003 Event Year End: 2003 Subjects: NO SUBJECTS(KEYWORDS) Length: 32p Year New: 2008 KEL182 Title: Quaker Oat's Oatmeal Division Author(s): Nordhielm, Christie; Hall, Gretchen Publication Date: 01/01/2006 Product Type: Case (Field) Abstract: The hot breakfast cereal division of Quaker Oats was in serious decline, and the increasing American preference for speed and convenience at breakfast did not bode well for the category. The senior VP overseeing the hot breakfast division has been given an ultimatum by the CEO to turn the company's namesake product line around. She develops a marketing plan, but will it work? Geographic Setting: United States Industry Setting: Food industry Subjects: NO SUBJECTS(KEYWORDS) Length: 25p 581061 Title: Quaker Oats Co.: Field Sales Force Strategy and Management Author(s): Schubert LA Publication Date: 11/21/1980 Revision Date: 06/17/1986 Product Type: Case (Field) Abstract: Explores the feasibility of supplementing the fulltime force with part-time personnel and using brokers for dry grocery products. A videotape (9885-522) is available for use with this case. Geographic Setting: United States Industry Setting: Consumer products Gross Revenues: $2 billion sales Subjects: Consumer goods; Consumer marketing; Distribution planning; Food; Non-store retailing; Sales management; Sales promotions Length: 38p Supplementary Materials: Teaching Note, (586142), 14p, by John A. Quelch, Cynthia A. Bates 513157 Title: Quaker Oats Co.: Life Cereal Author(s): Salmon, Walter J.; Cunningham SM; Publication Date: 02/01/1967 Revision Date: 12/29/1980 Product Type: Case (Field) Abstract: Describes the marketing activities of the Quaker Oats Company on behalf of Life Cereal, a ready-to-eat breakfast cereal that the company began to distribute nationally in 1961. Geographic Setting: Chicago, IL Industry Setting: Breakfast cereal industry Event Year Start: 1966 Event Year End: 1966 Subjects: Advertising campaigns; Consumer marketing; Food; Marketing strategy Length: 39p DS84A Title: Quality Kitchens Meat Loaf Mix (A) Author(s): Bonini, Charles P. Publication Date: 01/01/1989 Product Type: Case (Gen Exp) Publisher: Stanford University Abstract: Quality Kitchens is a meat loaf mix marketed in the western United States. A new brand manager must come up with a marketing plan for the product. Historical data on past sales, advertising, promotion, and economic conditions is available. Preliminary regression analyses also have been done. May be used with Quality Kitchens Meat Loaf Mix (B). Geographic Setting: United States, Western Industry Setting: Food industry Subjects: Advertising; Food; Market research; Marketing planning; Regression analysis Length: 4p DS84B Title: Quality Kitchens Meat Loaf Mix (B) Author(s): Bonini, Charles P. Publication Date: 01/01/1989 Product Type: Case (Gen Exp) Publisher: Stanford University Abstract: More detailed regression analyses are presented and a series of questions raised about interpreting these results. Should be used with Quality Kitchens Meat Loaf Mix (A). Geographic Setting: United States, Western Industry Setting: Food industry Subjects: Advertising; Food; Market research; Marketing planning; Regression analysis Length: 8p F0704H Title: Quality in the Eye of the Beholder Author(s): Mitra, Debanjan; Golder, Peter N. Publication Date: 04/01/2007 Product Type: Harvard Business
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Review Article Abstract: Consumers are slow to notice positive or negative changes in a product's quality, and that could have important implications for your company's marketing plan. Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2007 508038 Title: Queensland Sugar Limited Author(s): Bell, David E.; Shelman, Mary L. Publication Date: 12/14/2007 Product Type: Case (Field) Abstract: Until industry deregulation in 2006, Queensland Sugar ran Australia's single desk marketing system for raw sugar exports. Since deregulation, eight of the ten Queensland sugar millers have elected to continue collective marketing through QSL. However, several millers are threatening to leave the group and market on their own. Their primary objection is to QSL's board structure, which is currently divided equally between millers, growers, and independent directors. The case describes the evolution of Australia's sugar industry; the differing interests of growers, millers, and customers; and the impact of changes in global supply (e.g., the rise of Brazil as a major sugarcane and sugar producer) and demand (e.g., the increased use of sugarcane for ethanol production). Industry Setting: Agribusiness; Agriculture industry Number of Employees: 250 Gross Revenues: 1.5 billion Event Year Start: 2007 Event Year End: 2007 Subjects: NO SUBJECTS(KEYWORDS) Length: 34p Year New: 2007 R0504F Title: The Quest for Customer Focus Author(s): Gulati, Ranjay; Oldroyd, James B. Publication Date: 04/01/2005 Product Type: Harvard Business Review Article Abstract: Companies have poured enormous amounts of money into customer relationship management, but in many cases the investment hasn't really paid off. That's because getting closer to customers isn't about building an information technology system. It's a learning journey that begins with the creation of a companywide repository containing every customer interaction with the company, organized by customer. Communal coordination is
Marketing
what's called for at this stage, as each group contributes its information to the data pool separately from the others and then taps into it as needed. In the second stage, one-way serial coordination from centralized IT through analytical units and out to the operating units allows companies to go beyond just assembling data to drawing inferences. In stage three, companies shift their focus from past relationships to future behavior. Through symbiotic coordination, information flows back and forth between central analytic units and various organizational units like marketing, sales, and operations, as together they seek answers to questions like "How can we prevent customers from switching to a competitor?" and "Who would be most likely to buy a new product in the future?" In stage four, firms begin to move past discrete, formal initiatives and, through integral coordination, bring an increasingly sophisticated understanding of their customers to bear in all day-to-day operations. Industry Setting: Airline industry; Banking industry; Gaming industry Subjects: Customer relations; Customer retention; Market segmentation; Marketing information systems; Marketing strategy Length: 10p Year New: 2005 9645 Title: The Quest for Customer Focus (HBR OnPoint Enhanced Edition) Author(s): Gulati, Ranjay; Oldroyd, James B. Publication Date: 04/01/2005 Product Type: HBR OnPoint Article Abstract: Companies have poured enormous amounts of money into customer relationship management, but in many cases the investment hasn't really paid off. That's because getting closer to customers isn't about building an information technology system. It's a learning journey that begins with the creation of a companywide repository containing every customer interaction with the company, organized by customer. Communal coordination is what's called for at this stage, as each group contributes its information to the data pool separately from the others and then taps into it as needed. In the second stage, one-way serial coordination from centralized IT through analytical units and out to the operating units allows companies to go beyond just assembling data to drawing inferences. In stage three, companies shift their focus from past relationships to future behavior. Through symbiotic coordination, information flows back and forth between central analytic units and various organizational units like marketing, sales, and operations, as together they seek answers to questions like "How can we prevent customers from switching to a competitor?" and "Who would be most likely to buy a new product in the future?" In stage four, firms begin to move past discrete, formal initiatives and, through integral coordination, bring an increasingly sophisticated understanding of their customers to bear in all day-to-day operations. Subjects: Customer relations; Customer retention; Market segmentation; Marketing information systems; Marketing strategy Length: 14p List Price: $6.50 Year New: 2005 590015 Title: Questionnaire Design and Development Author(s): Silk, Alvin J. Publication Date: 02/07/1990 Revision Date: 08/13/1990 Product Type: Note Abstract: An introduction to the design of questionnaires administered in surveys undertaken in management and social science research. Outlines a multistep process for developing a questionnaire. May be used with: (F0205A) How Surveys Influence Customers. Subjects: Market research; Polls & surveys Length: 16p 504S29 Title: RCI Master Distributor: Evolution of Supplier Relationships, Spanish Version Author(s): Rangan, V. Kasturi Publication Date: 10/07/1994 Revision Date: 07/10/1995 Product Type: LACC Case Abstract: Traces the evolution of RCI as a master distributor from the time it was founded in 1946 until 1994. The secondgeneration owner of the distribution company faces several challenges unique to the 1990s environment that his father did not face. As Danny Schwartz attempts to grapple with those issues, he has to answer the long-term strategic question of the viability of his distribution business. Teaching Purpose: To understand supplier-distributor relationship management and to view channel issues from the distributor's point of view. Geographic Setting: United States Number of Employees: 200 Gross Revenues: $35 million revenues Subjects: Distribution; Distribution
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channels; Industrial markets; Suppliers Length: 18p 595001 Title: RCI Master Distributor: Evolution of Supplier Relationships Author(s): Rangan, V. Kasturi Publication Date: 10/07/1994 Revision Date: 07/10/1995 Product Type: Case (Field) Abstract: Traces the evolution of RCI as a master distributor from the time it was founded in 1946 until 1994. The secondgeneration owner of the distribution company faces several challenges unique to the 1990s environment that his father did not face. As Danny Schwartz attempts to grapple with those issues, he has to answer the long-term strategic question of the viability of his distribution business. Geographic Setting: United States Number of Employees: 200 Gross Revenues: $35 million revenues Subjects: Distribution; Distribution channels; Industrial markets; Suppliers Length: 18p Supplementary Materials: Teaching Note, (598149), 8p, by V. Kasturi Rangan 572008 Title: RFD Electronics, Inc. (A) Author(s): Corey, E. Raymond; Winslow D Publication Date: 08/11/1971 Revision Date: 06/07/1972 Product Type: Case (Field) Abstract: Describes corporate organization and organization of the aerospace division with particular emphasis on the procurement function. Geographic Setting: California Industry Setting: Defense industry; Electronics industry Gross Revenues: $1 billion sales Subjects: Aerospace industry; Electronics; Purchasing; Suppliers Length: 10p 572009 Title: RFD Electronics, Inc. (B1) Author(s): Corey, E. Raymond; Winslow D Publication Date: 08/11/1971 Revision Date: 06/07/1972 Product Type: Case (Field) Abstract: Concerns the negotiation of annual purchase agreements with distributors. Geographic Setting: California Industry Setting: Defense industry; Electronics industry Gross Revenues: $1 billion sales Subjects: Aerospace industry; Electronics; Purchasing; Suppliers
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Length: 27p M313A Title: RIN Detergent: To Position or Reposition Author(s): Azhar, Wasim Publication Date: 02/07/2008 Product Type: Case (Field) Publisher: Stanford University Abstract: In early January 1989, Irfan Mustafa, General Manager, Personal Products and Market Research, Lever Brothers Pakistan Limited, was wondering what action to take regarding the marketing of the laundry detergent bar RIN, which had been introduced to the Pakistani market in April 1984. The product was specially formulated and promoted as a fabric washer. Mr. Mustafa felt the sales volumes for RIN had reached reasonably satisfactory levels in 1988. However, a recent survey confirmed his suspicion that RIN was primarily being used for dish washing. Geographic Setting: Pakistan Subjects: NO SUBJECTS(KEYWORDS) Length: 8p Supplementary Materials: Teaching Note, (M313TN), 9p, by Wasim Azhar Year New: 2008 M209A Title: ROLM Corp. (A) Author(s): Ryans, Adrian B. Publication Date: 01/01/1979 Revision Date: 05/01/1988 Product Type: Case (Field) Publisher: Stanford University Abstract: ROLM, a small, $4 million manufacturer of military computers, is planning to enter the electronic private branch exchange (PBX) market in competition with firms such as Western Electric, ITT, and Nippon Electric. The PBX market is a highly competitive one with numerous domestic and foreign competitors firmly established in the market. Geographic Setting: San Francisco, CA Industry Setting: Computer industry Subjects: Communications equipment; Computer industry; Distribution channels; Marketing strategy; Product introduction; Silicon Valley; Telecommunications Length: 23p Supplementary Materials: Teaching Note, (M209AT), 11p, by Adrian B. Ryans 590082 Title: ROLM: The SIGMA Introduction Author(s): Rangan, V. Kasturi Publication Date: 03/16/1990 Revision Date: 01/17/1997 Product Type: Case (Field) Abstract: ROLM's product development manager, Bob Lundy, has to prepare a detailed plan for launching a new product, code named SIGMA. The new product, though outstanding in features, has the potential to drastically affect ROLM's fortunes because it is incompatible with its installed base. Unadvertised per Case Records. Geographic Setting: United States Industry Setting: PBX Company Size: large Gross Revenues: $3 billion revenues Subjects: Implementation; Industrial markets; Product introduction Length: 17p Supplementary Materials: Teaching Note, (591077), 12p, by V. Kasturi Rangan 591053 Title: Rabobank: A Unique Approach to Agribusiness Author(s): Goldberg, Ray A.; O'Keefe, Edmund Publication Date: 11/27/1990 Revision Date: 05/22/1991 Product Type: Case (Field) Abstract: A major farm cooperative bank of the Netherlands has a success story in U.S. agribusiness credit. The issue is whether or not this is a model for global expansion and a model for the home office in Utrecht. Geographic Setting: Global Industry Setting: Agribusiness; Credit industry Company Size: large Gross Revenues: $90 billion assets Subjects: Agribusiness; Cooperatives; Credit; Investment banking; Netherlands Length: 19p 500081 Title: RadioShack Author(s): Rangan, V. Kasturi; Moon, Youngme; Bell, Marie Publication Date: 02/04/2000 Revision Date: 04/11/2000 Product Type: Case (Field) Abstract: Outlines the transformation of RadioShack stores from a parts and accessories business to a provider of high bandwidth Internet access. Geographic Setting: United States Industry Setting: Electronics industry; Retail industry Company Size: large Gross Revenues: $3.6 billion revenues Subjects: Information services; Internet; Management of change; Retailing Length: 24p Supplementary Materials: Teaching Note, (500106), 8p, by V. Kasturi Rangan, Marie Bell 503S38 Title: RadioShack, Spanish Version Author(s): Rangan, V. Kasturi; Moon,
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Youngme; Bell, Marie Publication Date: 02/04/2000 Revision Date: 04/11/2000 Product Type: LACC Case Abstract: Outlines the transformation of RadioShack stores from a parts and accessories business to a provider of high bandwidth Internet access. The control issue for class discussion is the viability of the current strategy. Is it a tremendously visionary thing or is it fraught with danger? Teaching Purpose: Retail strategy and change. Geographic Setting: United States Industry Setting: Electronics industry; Retail industry Company Size: large Gross Revenues: $3.6 billion revenues Subjects: Information services; Internet; Management of change; Retailing Length: 26p 9-508-110 Title: Radiohead: Music at Your Own Price (A) Author(s): Elberse, Anita; Bergsman, Jason Publication Date: 05/01/2008 Product Type: Case (Library) Abstract: In October 2007, the British band Radiohead caused a stir when it announced it would allow customers to decide how much to pay for its new album, released exclusively as a digital download and available only from the band's own web site. The pricing plan represented a significant break from the industry standard of fixed prices for music, typically 99 cents for individual songs and upward of $9.99 for complete albums. How viable is such a "nameyour-own-pricing" plan? And what does Radiohead's move say about the future of the music industry? Industry Setting: Media; Music industry; Telecommunications industry Number of Employees: 5 Event Year Start: 2007 Event Year End: 2007 Subjects: NO SUBJECTS(KEYWORDS) Length: 7p Year New: 2008 508111 Title: Radiohead: Music at Your Own Price (B) Author(s): Elberse, Anita; Bergsman, Jason Publication Date: 05/01/2008 Revision Date: 10/17/2008 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. Must be used with: (9-508110) Radiohead: Music at Your Own Price (A). Subjects: NO SUBJECTS(KEYWORDS)
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Length: 2p Year New: 2008 584090 Title: Rainbow Systems, Inc. (A) Author(s): Quelch, John A.; Collins NA Publication Date: 03/26/1984 Revision Date: 07/30/1985 Product Type: Case (Field) Abstract: The president of a start-up, private label producer of portable personal computers (PCs) is facing several important strategic marketing decisions in January 1983. His top priority is to decide what categories of remarketer customers to pursue. Relatedly, he wants to decide how Rainbow's computer will be positioned versus competing models, what enduser groups constitute its highest potential market segments, what pricing policy will be, and where to focus product development resources. Presents extensive group research data and PC industry market size and share data. As an option, Note on the Personal Computer Industry (January 1983) may be used to provide more extensive industry background information. Geographic Setting: San Francisco, CA Industry Setting: Personal computer industry Number of Employees: 30 Subjects: Computer industry; Consumer marketing; Development stage enterprises; Distribution planning; Market selection; Product positioning Length: 37p Supplementary Materials: Supplement (Note), (585077), 4p, by John A. Quelch, Length: 4p 593032 Title: Randall's Department Stores Author(s): Salmon, Walter J.; Ortmeyer, Gwendolyn K. Publication Date: 10/05/1992 Revision Date: 10/17/1994 Product Type: Case (Field) Abstract: Discusses a well-known traditional department store that confronts a very difficult issue of whether to change its pricing policy from a highlow to an everyday pricing approach. Demands that the student formulate a plan of execution for changing the pricing, if needed. Geographic Setting: United States Industry Setting: Retail industry Company Size: mid-size Gross Revenues: $500 million revenues Subjects: Advertising; Department stores; Pricing; Pricing strategy; Retailing Length: 24p Supplementary Materials: Teaching Note, (593092), 5p, by David E. Bell 504027 Title: Raymond James Financial Author(s): Godes, David B. Publication Date: 01/14/2004 Revision Date: 02/02/2006 Product Type: Case (Field) Abstract: Raymond James Financial (RJF) currently sells financial services through two channels. It is considering adding a third in the "middle" of the other two. The current strategy has one channel with employees and another with independent contractors. These attract very different financial advisers with various interests. The new proposal would create a "quasi" employee who would have some of the benefits of being an employee, but enjoy a lot more freedom than a traditional employee in running his or her own business. Raises many important issues at a general level as well as those specific to service industries. First, students must decide how many different services the firm should offer. How targeted should the firm be? How does the firm ensure that the right people select the right offering? Which salespeople should sell in which model? Given the competitive dynamic, the class is able to discuss why an adviser comes to work at RJF as compared with another firm and what this means for his or her business. Offers an opportunity to apply marketing principles to a human resources problem and discuss how test markets differ between business and consumer marketing and between products and services.
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Geographic Setting: United States Industry Setting: Financial services Number of Employees: 7,000 Gross Revenues: $1.5 billion revenues Subjects: Distribution channels; Financial services; Human resources management; Market segmentation; New product marketing; Sales management; Sales organization Length: 24p Supplementary Materials: Teaching Note, (504083), 14p, by David B. Godes Year New: 2004 502S08 Title: Raymond Mushroom Corp., Spanish Version Author(s): Shapiro, Benson P.; Stiffler, Julia Publication Date: 08/08/2002 Product Type: LACC Case Abstract: In April 1984 Deborah Raymond, president of Raymond Mushrooms was deciding whether or not to raise prices on Raymond canned mushrooms in conjunction with an advertising promotional program to build consumer preference. Geographic Setting: United States Industry Setting: Canned food industry Company Size: small Gross Revenues: $5 million sales Subjects: Advertising; Consumer marketing; Food; Marketing management; Marketing mixes; Pricing Length: 16p 584093 Title: Raymond Mushroom Corp. Author(s): Shapiro, Benson P.; Stiffler, Julia Publication Date: 05/24/1984 Revision Date: 08/01/1987 Product Type: Case (Gen Exp) Abstract: In April 1984 Deborah Raymond, president of Raymond Mushrooms was deciding whether or not to raise prices on Raymond canned mushrooms in conjunction with an advertising promotional program to build consumer preference. Geographic Setting: United States Industry Setting: Canned food industry Company Size: small Gross Revenues: $5 million sales Subjects: Advertising; Consumer marketing; Food; Marketing management; Marketing mixes; Pricing Length: 14p Supplementary Materials: Teaching Note, (584094), 17p, by Benson P. Shapiro 906A36 Title: Rayovac Corporation--The Rechargeable Battery Opportunity Author(s): Barclay, Donald W.; Falconi, Joe
584091 Title: Rainbow Systems, Inc. (B) Author(s): Quelch, John A.; Collins NA Publication Date: 03/26/1984 Revision Date: 08/23/1984 Product Type: Case (Field) Abstract: In August 1983, Rainbow Systems ships its first personal computers. Students must recommend what the company should do now, in light of new competitive entry and a rumor that Rainbow's single customer, the Brookfield Corporation will exit its retail business through which it has committed to sell Rainbow's products. Designed for use as an in-class handout following student discussion of Rainbow Systems (A). Geographic Setting: San Francisco, CA Industry Setting: Personal computer industry Number of Employees: 30 Subjects: Computer industry; Consumer marketing; Development stage enterprises; Distribution planning; Market selection; Product positioning
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Publication Date: 02/26/2007 Revision Date: 04/11/2007 Product Type: Case Publisher: Richard Ivey School of Business/UWO Abstract: The vice president of sales and marketing was contemplating how to grow the Rayovac Battery Division of Spectrum Brands Canada Inc. (Spectrum). Spectrum, a global consumer products company, owned a variety of brand name products. The vice president of sales and marketing knew that, with effective marketing, the rechargeable battery market was one that would likely grow within North America as it had in Europe. Major competitors were not focusing on this product category, fearful that it would cannibalize sales of their nonrechargeable products. Rayovac could use this opportunity to increase its presence and brand name recognition by entering the "back door" instead of competing head-to-head against the well-established market leaders-Duracell and Energizer. The vice president wondered whether this was a business worth pursuing and, if so, how he would market the Rayovac line within Canada. Geographic Setting: Canada Industry Setting: Electronics industry Subjects: NO SUBJECTS(KEYWORDS) Length: 18p Supplementary Materials: Teaching Note, (806A36), 10p, by Donald W. Barclay, Joe Falconi Year New: 2007 706409 Title: The Ready-to-Eat Breakfast Cereal Industry: Coupon Competition and Price Discrimination Author(s): Coughlan, Peter J. Publication Date: 07/20/2005 Product Type: Exercise Abstract: Describes a simplified economic model that serves as a vehicle for understanding the use of coupons for price discrimination based on customer loyalty. May be used with: (795191) Ready-to-Eat Breakfast Cereal Industry in 1994 (A). Industry Setting: Cereals & pasta industry Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Year New: 2005 504063 Title: Real Madrid Club de Futbol Author(s): Quelch, John A.; Nueno, Jose Luis; Knoop, Carin-Isabel Publication Date: 04/27/2004 Revision Date: 06/28/2007 Product Type: Case (Field) Abstract: In June 2004, Florentino Perez, a well-known Spanish businessman, was elected president of Real Madrid, one of the world's top soccer clubs. In his campaign, Perez had promised to turn around the club's finances, bring in world-class talent, and expand the club's brand around the world through multiple channels. As reelection looms four years later, his management team reflects on initiatives to date and challenges ahead as described in the case. Also describes the soccer industry and the trends transforming it. May be used with: (505081) Real Madrid Club de Futbol (Multimedia Case); (508060) Real Madrid Club de Futbol in 2007: Beyond the Galacticos. Geographic Setting: Spain Industry Setting: Sports industry Number of Employees: 850 Gross Revenues: $233 million eurodollars Event Year Start: 2004 Event Year End: 2004 Subjects: Brand management; Brands; Entertainment industry; Global Research Group; Globalization; Marketing strategy; Spain; Sports Length: 24p Supplementary Materials: Teaching Note, (505014), 7p, by John A. Quelch; Color Case, (508060), 4p, by Anita Elberse, John Quelch Year New: 2004 505081 Title: Real Madrid Club de Futbol (Multimedia Case) Author(s): Quelch, John A. Publication Date: 07/01/2005 Product Type: Multimedia Case Abstract: In June 2004, Florentino Perez, a well-known Spanish businessman, was elected president of Real Madrid, one of the world's top soccer clubs. In his campaign, Perez had promised to turn around the club's finances, bring in world-class talent, and extend the club's brand around the world through multiple channels. As re-election looms four years later, his management team reflects on initiatives to date and challenges ahead. The case describes the soccer industry and the trends transforming it. The video includes five video vignettes that illuminate key elements of the case. The five vignettes--The Brand, The President, The Fans, The Players, and The Marketing--include segments of interviews with Real Madrid executives, player David Beckham, and fans of the club. The videos help to explain the power of the Real Madrid brand and the marketing strategies designed to capture
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maximum brand value. May be used with: (504063) Real Madrid Club de Futbol. Geographic Setting: Spain Industry Setting: Entertainment industry; Sports industry Subjects: NO SUBJECTS(KEYWORDS) Supplementary Materials: Teaching Note, (505014), 7p, by John A. Quelch Year New: 2005 508060 Title: Real Madrid Club de Futbol in 2007: Beyond the Galacticos Author(s): Elberse, Anita; Quelch, John Publication Date: 12/03/2007 Revision Date: 10/27/2008 Product Type: Color Case Abstract: On June 17, 2007, Real Madrid sealed its first Spanish league championship under new president Ramon Calderon, ending an unprecedented title drought. Real Madrid had seen a significant growth in revenues and now was the world's biggest soccer club and among the largest and most profitable sports franchises globally. Although Calderon signed several new stars in his first year, he also rejuvenated the team by acquiring the promising youngsters, thereby moving away from what had been dubbed the "Galacticos Strategy" introduced by former president Florentino Perez. Would the move away form this strategy bring continued successes on the field? And how would it impact real Madrid's business performance? May be used with: (504063) Real Madrid Club de Futbol. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2007 F0505C Title: Real Products in Imaginary Worlds Author(s): Castronova, Edward Publication Date: 05/01/2005 Product Type: Harvard Business Review Article Abstract: The online universe is ripe for product placements, suggests Edward Castronova of Indiana University. Subjects: Consumer marketing; Marketing strategy; Product positioning Length: 2p Year New: 2005 7943 Title: Real Time: Preparing for the Age of the Never Satisfied Customer (Hardcover) Author(s): McKenna, Regis Publication Date: 07/25/1997 Product Type: HBS Press Book Abstract: "Real Time" is a phrase
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borrowed from computer culture to describe events in which action (or command) and reaction (or execution) are simultaneous. There is no lapse in time and no element of distance in the event. While many real-time events are apparent, as when we speed-dial our broker to make that trade now, most are not. We insert our bank card into a London ATM and get money from our U.S. account. We watch the Gulf War or the Japanese earthquake live on TV. Such instant-gratification events change our frame of reference forever, because we begin to expect immediate satisfaction. We expect to judge our reality instantly in terms of truth or fiction, right or wrong, good or bad service, acceptable or unacceptable behavior. The technological effects on our environment force individuals and organizations alike to adapt in new ways, and these new ways of doing things begin to alter cultural and valueladen patterns of our society. The bottom line is that businesses must radically redefine their own perceptions and capabilities to keep up. They need to create "sensing" organizations that are always monitoring, feeding, querying, fact finding, adjusting, trying, and initiating. A paperback version is available: Order No. 9342, $12.95. Subjects: Consumer behavior; Customer relations; Customer service; Electronic commerce; Information age; Information economy; Internet; Marketing management; Marketing strategy; New economy; Technology; World Wide Web Length: 208p List Price: $24.95 9342 Title: Real Time: Preparing for the Age of the Never Satisfied Customer (Paperback) Author(s): McKenna, Regis Publication Date: 02/23/1999 Product Type: HBS Press Book Abstract: "Real Time" is a phrase borrowed from computer culture to describe events in which action (or command) and reaction (or execution) are simultaneous. There is no lapse in time and no element of distance in the event. While many real-time events are apparent, as when we speed-dial our broker to make that trade now, most are not. We insert our bank card into a London ATM and get money from our U.S. account. We watch the Gulf War or the Japanese earthquake live on TV. Such instant-gratification events change our frame of reference forever, because we begin to expect immediate satisfaction. We expect to judge our reality instantly in terms of truth or fiction, right or wrong, good or bad service, acceptable or unacceptable behavior. The technological effects on our environment force individuals and organizations alike to adapt in new ways, and these new ways of doing things begin to alter cultural and valueladen patterns of our society. The bottom line is that businesses must radically redefine their own perceptions and capabilities to keep up. They need to create "sensing" organizations that are always monitoring, feeding, querying, fact finding, adjusting, trying, and initiating. A hardcover version is available: Order No. 7943, $19.95. Subjects: Consumer behavior; Customer relations; Customer service; Marketing management; Marketing strategy; Technology Length: 208p List Price: $12.95 BESTSELLER 95407 Title: Real-Time Marketing Author(s): McKenna, Regis Publication Date: 07/01/1995 Product Type: Harvard Business Review Article Abstract: It's no secret that managing a brand in today's chaotic marketplace is a daunting task. Consumers are bombarded with messages from broadcast and narrow-cast television, radio, on-line computer networks, the Internet, faxes, telemarketing, and niche magazines. But by harnessing new and emerging technologies, companies can start real-time dialogues with their customers and provide interactive services with valuable side effects. Netherlands-based Philips NV, for example, used a research team to brainstorm with children and adults to develop a new product; in the end, its enthusiastic young product developers became potential loyal customers. Marketing managers must take responsibility for systems that link companies with customers, suppliers, and distributors. They must give consumers access and learn to think of feedback as part of product development. They need to provide customers with support and information. Finally, they need to become personally competent in information technology and to expand the role of marketing within the organization. Subjects: Brand management; Brands; Customer relations; Customer retention; Information age; Information technology; Market research; Marketing management; Marketing organization; Marketing strategy; New economy Length: 9p
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IES081 Title: The Realization of Globalization: Restructuring the European Electrotechnical Industry Author(s): Joachimsthaler, Erich; Leppanen, Rolf Publication Date: 04/01/1992 Product Type: Note Publisher: IESE Business School Abstract: An analysis and description of the roots of ASEA and Brown Boveri, their strengths and weaknesses; how the new company ABB was organized after the merger; and how it intends to achieve its goals as a borderless, global company. Geographic Setting: Europe Industry Setting: Electronics industry Subjects: Acquisitions; EC single market; Electronics; Europe; Globalization; Industry analysis; Mergers; Organization Length: 38p 95503 Title: Realize Your Customers' Full Profit Potential Author(s): Grant, Alan W.H.; Schlesinger, Leonard A. Publication Date: 09/01/1995 Product Type: Harvard Business Review Article Abstract: Achieving the full profit potential of each customer relationship should be the fundamental goal of every business. The logic is as simple as it is compelling: Profits from customer relationships are the lifeblood of all businesses. And, at the most basic level, these profits can be increased in only three ways: by acquiring new customers, by enhancing the profitability of existing customers, and by extending the duration of customer relationships. Yet the business models that drive decisions in most large companies were forged before it was possible to focus directly on these key drivers of business profitability. Today companies can use information and technology tools to link their investments in customer relationships to the returns that customers generate. In other words, companies can now optimize what the authors call the value exchange: the relationship between a company's financial investment in customer relationships and the return that customers generate in responding to that investment. May be used with: (403008) Harrah's Entertainment, Inc.: Rewarding Our People; (687046) Club Med (A). Subjects: Consumer behavior; Consumer marketing; Corporate strategy; Customer relations; Customer retention; Information technology; Market selection; Marketing strategy; Profitability analysis; Return on investment; Value of
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information Length: 14p BH169 Title: The Rebuilt Marketing Machine Author(s): Crittenden, Victoria L. Publication Date: 09/15/2005 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Since its conception, the marketing mix has been the marketer's toolkit for success. A firm's marketing plan is basically comprised of the "four Ps" of the marketing mix toolkit, with practitioners and academicians segregating a marketer's tasks into product, place, price, and promotion. A decade of company-based research suggests, however, that it is time to rebuild the marketing machine by focusing on the key strategic issues that companies, and marketers, face in today's rapidly evolving, digitized marketplace. If marketing is to become a way of doing business rather than merely one of several organizational functions, marketers must recognize that the marketing mix toolkit is truly an implement for success. Only after we, as marketers, recognize and conceptualize marketing as a bigger machine than just the four Ps will we be able to bring a market orientation to the forefront of strategic thought. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2005 1431 Title: Recalculating the Loyalty/Profitability Equation (HBR Article Collection) Publication Date: 07/01/2002 Product Type: HBR OnPoint Collection Abstract: The clarion calls about loyal customers have enticed businesses for more than a decade: Loyal customers cost less to serve, spend more than other customers, and attract new converts through word of mouth. Enthralled, many companies launch multimillion-dollar loyalty and customer relationship management (CRM) programs. But loyalty programs don't always pay off. One firm, after launching a $2 million/year initiative, discovered that half of its loyal customers barely generated a profit, and half of its profitable customers bought high-margin products once and then disappeared. But loyalty can be profitable, if companies: more precisely measure and manage each customer's profitability and loyalty; manage customer defections; and articulate and implement a clear customer strategy before adopting CRM technology. This HBR Article Collection reveals the complexities in the loyalty-equalsprofitability equation and presents ideas for designing loyalty programs that pay back in full. The three Harvard Business Review articles in this collection: "The Mismanagement of Customer Loyalty" by Werner Reinartz and V Kumar (HBR standard reprint R0207F), "Zero Defections: Quality Comes to Services" by Frederick F. Reichheld and W. Earl Sasser, Jr. (HBR standard reprint 90508), and "Avoid the Four Perils of CRM" by Darrell K. Rigby, Frederick F. Reichheld, and Phil Schefter (HBR standard reprint R0202J). Subjects: Customer relations; Loyalty; Market analysis; Market research; Market segmentation; Marketing planning; Marketing strategy; Profitability analysis Length: 35p List Price: $17.95 HKU249 Title: Rediscovering Market Niches in a Traditional Industry Author(s): Tse, David; Ho, Mary Publication Date: 02/10/2003 Revision Date: 08/01/2007 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: For centuries, Jingdezhen, the "Porcelain Metropolis" of China, produced and exported the finest porcelain treasures in the world. By the late 20th century, however, the city was in danger of losing its past glory. Although its factories still churned out more than a million pieces of porcelain a day, it was facing more competitors at home and abroad than at any time in its history. The declining quality of porcelain made in this highly respected city disappointed a number of porcelain experts and collectors. Jiangdong Crystal-color Art and Crafts Co. Ltd. (JCAC) was one of the few ceramic makers that had differentiated itself from its rivals. The company manufactured top-of-the-line luxury products and limited its distribution to the government and high-end retailers. Although JCAC was enjoying its success, a number of small and medium-size porcelain manufacturers in Jingdezhen were still struggling to make a profit. With new competitors looming on the horizon, some ceramic firms were reviewing their marketing plans with an eye toward finding a market niche. JCAC, at the same time, was aiming to develop a global brand and to revive the image of Jingdezhen ceramics. This case illustrates the problems of adopting an undifferentiated strategy in a competitive
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market. It explores how to identify market niches in a traditional industry and examines strategies for building a global brand. Geographic Setting: China Industry Setting: Consumer products Subjects: Brands; China; Competition; Consumer goods; Market positioning; Market segmentation; Marketing strategy Length: 10p Supplementary Materials: Teaching Note, (HKU250), 6p, by David Tse, Mary Ho NEW R0602G Title: Rediscovering Market Segmentation Author(s): Yankelovich, Daniel; Meer, David Publication Date: 02/01/2006 Product Type: Harvard Business Review Article Abstract: In 1964, Daniel Yankelovich introduced in the pages of Harvard Business Review the concept of nondemographic segmentation, by which he meant the classification of consumers according to criteria other than age, residence, income, and such. The predictive power of marketing studies based on demographics was no longer strong enough to serve as a basis for marketing strategy, he argued. Buying patterns had become far better guides to consumers' future purchases. In addition, properly constructed nondemographic segmentations could help companies determine which products to develop, which distribution channels to sell them in, how much to charge for them, and how to advertise them. But more than 40 years later, nondemographic segmentation has become just as unenlightening as demographic segmentation had been. Today, the technique is used almost exclusively to fulfill the needs of advertising, which it serves mainly by populating commercials with characters with whom viewers can identify. It is true that psychographic types like High-Tech Harry and Joe Six-Pack may capture some truth about real people's lifestyles, attitudes, self-image, and aspirations. But they are no better than demographics at predicting purchase behavior. Thus, they give corporate decision makers very little idea of how to keep customers or capture new ones. Now, Yankelovich returns to these pages, with consultant David Meer, to argue the case for a broad view of nondemographic segmentation. They describe the elements of a smart segmentation strategy, explaining how segmentations meant to strengthen brand identity differ from those capable
Marketing
of telling a company which markets it should enter and what goods to make. And they introduce their "gravity of decision spectrum," a tool that focuses on the form of consumer behavior that should be of the greatest interest to marketers--the importance that consumers place on a product or product category. Industry Setting: Automotive industry; Consumer products; Financial services; Housing industry Subjects: NO SUBJECTS(KEYWORDS) Length: 13p Year New: 2006 SMR196 Title: Reducing the Risks of New Product Development Author(s): Ogawa, Susumu; Piller, Frank T. Publication Date: 01/01/2006 Product Type: SMR Article Abstract: New products suffer from notoriously high failure rates. Many fail, not because of technical shortcomings, but because they simply have no market. Not surprisingly, studies have found that timely and reliable knowledge about customer preferences and requirements is the single most important area of information necessary for product development. To obtain such data, many organizations have made heavy--but often unsuccessful-investments in traditional market research. The authors provide an alternative. Companies including Threadless, Yamaha, and Ryohin Keikaku have integrated customers into the innovation process by soliciting new product concepts directly from them. These firms also ask customers to commit to purchasing a new product before the companies commence final development and manufacturing. This process--called "collective customer commitment"--can help companies avoid costly product failures. In essence, collective customer commitment enables firms to serve a market segment efficiently without first having to identify that segment and helps convert expenditures in market research directly into sales. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2006 889507 Title: Reebok Commercials--1988, Video Author(s): Quelch, John A. Publication Date: 09/15/1988 Product Type: Case Video Abstract: Set of seven commercials to accompany Reebok International Ltd. Must be used with: (589027) Reebok International Ltd. Industry Setting: Footwear industry Subjects: Advertising campaigns; Footwear; Marketing strategy; Sales promotions Length: 5 min List Price: $150.00 504S17 Title: Reebok International Ltd., Spanish Version Author(s): Quelch, John A.; Hiller, Tammy Bunn Publication Date: 08/30/1988 Revision Date: 11/08/1989 Product Type: LACC Case Abstract: Reebok executives are reviewing the company's advertising and promotion programs for the second half of 1988. These include sponsorship of the 1988 Summer Olympics and a rock concert tour organized by Amnesty International. In addition, Reebok is launching a new advertising campaign with the slogan "Reeboks Let U.B.U." Geographic Setting: United States Industry Setting: Athletic & outdoor apparel industry; Footwear industry Company Size: large Gross Revenues: $1 billion revenues Subjects: Advertising campaigns; Footwear; Marketing strategy; Sales promotions Length: 28p 589027 Title: Reebok International Ltd. Author(s): Quelch, John A.; Hiller, Tammy Bunn Publication Date: 08/30/1988 Revision Date: 11/08/1989 Product Type: Case (Field) Abstract: Reebok executives are reviewing the company's advertising and promotion programs for the second half of 1988. These include sponsorship of the 1988 Summer Olympics and a rock concert tour organized by Amnesty International. In addition, Reebok is launching a new advertising campaign with the slogan "Reeboks Let U.B.U." Geographic Setting: United States Industry Setting: Athletic & outdoor apparel industry; Footwear industry Company Size: large Gross Revenues: $1 billion revenues Subjects: Advertising campaigns; Footwear; Marketing strategy; Sales promotions Length: 26p Supplementary Materials: Teaching Note, (591069), 9p, by John A. Quelch; Case Video, (889507), 5 min, by John A. Quelch
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M315 Title: Regal Electrogas: Price Leader or Price Follower Author(s): Azhar, Wasim Publication Date: 10/09/2006 Revision Date: 02/07/2008 Product Type: Case (Field) Publisher: Stanford University Abstract: In late June 1987, Mr. Asad Ali, proprietor of Regal Electrogas, was confronted with an important decision regarding the pricing of his company's desert coolers. The market price for this product had risen by approximately 5% in the wake of new taxes introduced in India's national budget, which was announced two weeks earlier. However, the taxes had recently been rescinded in response to public pressure following the announcement. Given this backlash, Asad wondered whether he should reduce his prices immediately. Geographic Setting: Pakistan Industry Setting: Durable goods Subjects: NO SUBJECTS(KEYWORDS) Length: 6p Supplementary Materials: Teaching Note, (M315TN), 13p, by Wasim Azhar Year New: 2007 591037 Title: Regency Facsimile, Inc. Author(s): Menezes, Melvyn A.J.; Serbin, Jon D. Publication Date: 10/24/1990 Revision Date: 02/12/1991 Product Type: Case (Gen Exp) Abstract: The vice president of customer service must justify the customer service department's dual mission of maximizing customer satisfaction and profits. Management of the parent company believes that the customer service department should focus exclusively on customer satisfaction. The vice president must also prepare a plan for the proposed merger of his department with an existing customer service company, which is a subsidiary of the same parent company and which services all products of the parent company, except for fax machines. Geographic Setting: United States Industry Setting: Facsimile machine; Office furniture & equipment Company Size: mid-size Gross Revenues: $166 million revenues Subjects: Customer relations; Customer service; Marketing organization; Office equipment; Services Length: 17p Supplementary Materials: Teaching Note, (592058), 32p, by Melvyn A.J. Menezes, Elisa M. Palter
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85513 Title: Rejuvenating the Marketing Mix Author(s): Shapiro, Benson P. Publication Date: 09/01/1985 Product Type: Harvard Business Review Article Abstract: The marketing mix concept is an essential part of marketing theory. It has endured because it is both effective and simple. Now there are several ways managers can add more strength to the concept while maintaining its simplicity. By applying such ideas as consistency, integration, and leverage, managers can see how a marketing program must fit the needs of the marketplace, the skills of the company, and the vagaries of the competition. To meet such disparate demands, the elements of the marketing mix must make the most effective use of company strengths, take aim at precisely defined segments, and protect the company from competitive threats. Subjects: Marketing mixes; Marketing strategy Length: 6p 502050 Title: Relating to Peapod Author(s): Fournier, Susan; Schulman, Seth M. Publication Date: 05/21/2002 Product Type: Case (Field) Abstract: Explores the relationships formed between consumers and the Peapod consumer-direct grocery delivery service, as revealed through an ethnographic study of Boston-area Peapod shoppers conducted between the Summer of 1997 and the Fall of 1999. Three representative case histories are brought to life using extensive quotes from these selected longitudinal interviews. Closes with short vignettes describing the experiences of four additional service users so that students can offer relationship predictions using process insights derived from the detailed case studies. Together, the data-driven exercises are designed to deepen students' understanding of the development processes characterizing consumerfirm/brand interactions over time, toward the goal of more informed relationship marketing strategies and sharper brand relationship executions. Geographic Setting: Boston, MA Industry Setting: Internet & online services industries; Grocery stores Gross Revenues: $69.3 million revenues Subjects: Brand management; Consumer behavior; Customer relations; Innovation Length: 30p 501007 Title: Renaming Computer Power Group Author(s): Fournier, Susan; Wojnicki, Andrea Publication Date: 09/13/2000 Product Type: Case (Field) Abstract: Presents results of a consumer survey used to guide selection of a new corporate brand name. Four alternative names are tested for their ability to communicate desired company attributes to consumers. The pros and cons of developing brand names at corporate versus subunit levels are also considered. Strategic recommendations for the company's brand architecture and its unifying corporate values provide background for the naming decision at hand. May be used with: (500054) Selecting a New Name for Security Capital Pacific Trust; (500055) Claiborne Asks Web Surfers to Name New Line; (500066) Naming the Edsel; (502034) Naming the Edsel (Condensed); (500060) Computer Power Group: Designing Brand Architecture; (DMI001) Creating a Corporate Identity for a $20 Billion Startup: Lucent Technologies. Geographic Setting: Australia Industry Setting: IT industry; Staffing; Training industry Number of Employees: 1,900 Gross Revenues: $85 million Australian revenues Subjects: Brand equity; Brand management Length: 10p Supplementary Materials: Teaching Note, (502029), 29p, by Susan Fournier, Laura Winig, Andrea Wojnicki, Eric A. Yorkston; Teaching Note, (502064), 29p, by Susan Fournier, Laura Winig, Andrea Wojnicki, Eric A. Yorkston IES040 Title: Renault, S.A. Author(s): Joachimsthaler, Erich; Lebeault, Xavier Publication Date: 12/01/1995 Revision Date: 11/01/1996 Product Type: Case (Field) Publisher: IESE Business School Abstract: In a time period of ten years, Renault, S.A. transformed itself from a loss-making, government-run social welfare agency into a profit-oriented company with a line of top-selling automobiles and a reputation for advertising savvy and customer responsiveness. Part of the successful turnaround at Renault can be attributed to the development and launch of a series of blockbuster models and the marketing strategy that accompanied these launches in Europe. This case documents some of the more important strategic changes the management of
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Renault initiated throughout the past ten years in terms of market focus, product line policy, brand strategy, and communication strategy. Geographic Setting: Europe Industry Setting: Automotive industry Company Size: large Subjects: Automobiles; Brands; EC single market; Europe; Market research; Marketing management; Marketing strategy; Product lines Length: 14p Supplementary Materials: Teaching Note, (IES041), 2p, by Erich Joachimsthaler 74604 Title: Reorganize Your Company Around Its Markets Author(s): Hanan M Publication Date: 11/01/1974 Product Type: Harvard Business Review Article Abstract: Several companies are organizing their operations to make a group of customer needs, rather than a region, a product line, or a process, the center of a business division. Companies can ease themselves into a marketcentered approach by marketcentering the sales force, by creating a separate marketing division to serve each major market, or by adopting either of these approaches and then integrating manufacturing and all marketing functions, including sales, into a single division. Subjects: Corporate strategy; Decentralization; Marketing organization; Marketing strategy; Organizational structure Length: 12p 594118 Title: Reorienting Channels of Distribution Author(s): Rangan, V. Kasturi Publication Date: 05/09/1994 Product Type: Note Abstract: Traditionally, distribution channels have been viewed as vertical marketing systems where responsibility was transferred from one layer to the next, like passing a baton in a relay race. Distribution channels in the future are likely to look more like horizontal alliances of suppliers and intermediaries, all with the aim of efficiently and effectively addressing customers' real needs. These transitions, driven by an underlying change in the economics of production and distribution, are leading to distinct trends in the distribution industry. This note focuses on three primary trends: hybrid channels, multiple channels, and shorter channels. After exploring the challenges managers face as they reorient their distribution,
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highlights the effects of such changes on supplier-intermediary relationships. Subjects: Distribution; Distribution channels; Distribution planning Length: 12p 509005 Title: Repositioning CARE USA Author(s): Lee, Katherine; Rangan, V. Kasturi Publication Date: 08/12/2008 Revision Date: 02/27/2009 Product Type: Color Case Abstract: CARE USA, a large ($600 million) international nonprofit/NGO, had recently revamped its external branding and positioning in support of its international development work. The case lays out the challenges facing its new CEO, Helene Gayle, as she manages through the organization's transition. Geographic Setting: Georgia; United States Gross Revenues: $600 million Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 27p Supplementary Materials: Supplement (Field), (509009), 1p, by Marie Bell, V. Kasturi Rangan CMR351 Title: Reputation in Online Auctions: The Market for Trust Author(s): Brown, Jennifer; Morgan, John Publication Date: 11/01/2006 Product Type: CMR Article Publisher: California Management Review Abstract: Online markets have dramatically altered the retail landscape. By eliminating barriers associated with geography as well as the physical costs of maintaining a storefront, online markets have created a "democracy" of buyers and sellers. However, the fluidity of this marketplace and the relative anonymity of transactions has made the problem of maintaining trust critically important. Solving the "trust problem" represents a key competitive advantage for many of the successful players in the online space. For instance, much of the remarkable success of eBay has stemmed from its ability to create valuable and informative reputations for its users through its feedback system. The lock-in associated with a user's reputation on eBay helped it to stave off challenges by Amazon and Yahoo. Describes how eBay's solution to the "trust problem," has led to the creation of a "market for feedback" whose sole purpose is the "manufacture" of reputation for eBay users. Presents a study and statistical analysis of this market in order to show that its maintenance represents a crucial challenge to eBay's future competitive advantage and, more generally, to solving the "trust problem" in other online markets. Industry Setting: E-commerce; Online auction Subjects: NO SUBJECTS(KEYWORDS) Length: 24p Year New: 2006 6335 Title: Reputation: Realizing Value from the Corporate Image Author(s): Fombrun, Charles. J. Publication Date: 11/14/2095 Product Type: HBS Press Book Abstract: In the first book to quantify the economic returns of reputation, Fombrun shows that by developing strong and consistent images, well-regarded companies create hidden assets that give them a distinct competitive advantage. This book takes readers on a whirlwind tour of how companies build credibility and status. Fombrun shows how major organizations in such diverse settings as the fashion, investment banking, and packaged goods industries--and even U.S. business schools--compete for prestige and achieve celebrity. Industry Setting: Advertising industry; Communications industry Subjects: Advertising; Brand equity; Brand management; Brands; Communications industry; Competition; Corporate strategy; Marketing management; Marketing strategy; Packaging; Product positioning; Public relations Length: 464p List Price: $45.00 504S15 Title: Research Methods in Marketing: Survey Research, Spanish Version Author(s): Dolan, Robert J. Publication Date: 10/01/1981 Revision Date: 09/29/1986 Product Type: LACC Note Abstract: Presents basic issues in survey research, covering both measurement and sampling error. The intention is to consider each element of the survey process: problem statement, questionnaire design, sampling, and data analysis. Subjects: Market research; Polls & surveys; Process analysis; Statistical analysis Length: 24p
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582055 Title: Research Methods in Marketing: Survey Research Author(s): Dolan, Robert J. Publication Date: 10/01/1981 Revision Date: 09/29/1986 Product Type: Note Abstract: Presents basic issues in survey research, covering both measurement and sampling error. The intention is to consider each element of the survey process: problem statement, questionnaire design, sampling, and data analysis. Subjects: Market research; Polls & surveys; Process analysis; Statistical analysis Length: 25p 99A036 Title: Research in Motion Ltd. (A) Author(s): Ryans, Adrian B. Publication Date: 01/01/1999 Revision Date: 06/26/2000 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Top management at Research in Motion (RIM) were considering a significant change in strategic direction. RIM manufactured two-way pager, wireless PC card, and OEM radio products. With the anticipated convergence of wireless and Internet email, RIM saw an opportunity to sell end users a two-way, e-mail, end-to-end solution, including both hardware and telecommunications services. Management had to assess whether this was an attractive opportunity. If it did enter the market, RIM would have to decide whether to target individual users or corporate information technology departments and select channels to reach its targeted customers. RIM also faced some challenging marketing communication issues, given that about 50% of potential users showed no interest in a mobile e-mail solution. Geographic Setting: Canada Industry Setting: Electronic instruments & controls Company Size: mid-size Subjects: Canada; High technology products; Marketing strategy; Telecommunications Length: 20p Supplementary Materials: Teaching Note, (899A36), 12p, by Adrian B. Ryans 592088 Title: Researching and Monitoring Consumer Markets Author(s): Dolan, Robert J. Publication Date: 03/12/1992 Product Type: Note Abstract: Describes the major research techniques for consumer goods new
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product development, i.e. pre-test markets and electronic purchase monitoring. Provides students with information on availability and utility of these services. Industry Setting: Consumer products Subjects: Consumer goods; Market research; New product marketing; Product development; Product introduction; Test markets Length: 10p 4459BC Title: Resource: How Acquisitions and Their Consequences Affect Consumer Thinking Author(s): Zaltman, Gerald; Zaltman, Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter Abstract: The deep metaphor of resource relates to capacities or abilities that we use to restore or achieve certain states. This chapter explores how consumers view the world through the lens of resource. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors; (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit; (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities; (4454BC) Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking; (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking; (4456BC) Journey: How the Meeting of Past, Present, and Future Affects Consumer Thinking; (4457BC) Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking; (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking; (4460BC) Control: How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking; (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering-Understanding the Minds of Consumers. Subjects: NO SUBJECTS(KEYWORDS) Length: 25p List Price: $6.95 Year New: 2007 595005 Title: Retail Expansion Strategies Author(s): Bell, David E. Publication Date: 07/08/1994 Product Type: Note Abstract: Describes issues that should be considered by a retailer who is thinking of expanding the number of stores from one or two to many. Industry Setting: Retail industry Subjects: Expansion; Marketing strategy; Retailing Length: 4p 591111 Title: Retail Promotional Pricing: When Is a Sale Really a Sale? (A) Author(s): Ortmeyer, Gwendolyn K. Publication Date: 07/01/1991 Revision Date: 06/30/1992 Product Type: Case (Library) Abstract: Addresses the controversy that surrounds highly promotional retail pricing referred to as "high-low pricing" by the trade. High-low pricing involves setting prices at an initially high level for a brief period of time, then discounting off the so-called "regular" or "original" prices for the bulk of the selling season. Discusses recent accusations by state and local authorities that such pricing policies are deceptive and covers, in detail, a recent court case involving May D&F, a subsidiary of the May Companies in Colorado. Introduces the complexity of the retail promotional environment, and the problems associated with highly promotional pricing. Understanding consumer response to promotions is critical to the case analysis. Geographic Setting: United States Industry Setting: Retail industry Subjects: Consumer behavior; Consumer marketing; Ethics; Pricing; Retailing; Sales promotions Length: 21p Supplementary Materials: Supplement (Library), (591112), 5p, by Gwendolyn K. Ortmeyer; Teaching Note, (593054), 8p, by John A. Quelch, N. Craig Smith, Andrew D. Dyer; Teaching Note, (595119), 3p, by David E. Bell 591112 Title: Retail Promotional Pricing: When Is a Sale Really a Sale? (B) Author(s): Ortmeyer, Gwendolyn K. Publication Date: 07/03/1991 Product Type: Supplement (Library) Abstract: Provides the court's decision in the May D&F case, and updates the controversy surrounding high-low retail pricing. Must be used with: (591111) Retail Promotional Pricing: When Is a Sale Really a Sale? (A). Industry Setting: Retail industry; Retail industry Subjects: Consumer behavior; Consumer marketing; Ethics; Pricing; Retailing; Sales promotions Length: 5p Supplementary Materials: Teaching Note, (593054), 8p, by John A. Quelch, N. Craig Smith, Andrew D. Dyer; Teaching Note, (595119), 3p, by David
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99412 Title: Retailing: Confronting the Challenges that Face Bricks-and-Mortar Stores Publication Date: 07/01/1999 Product Type: Harvard Business Review Article Abstract: What does cyberspace mean for physical retail space? Has on-line shopping changed the fundamentals of retailing? And how should managers evaluate new in-store technologies? In this article, the heads of Marks and Spencer, Neiman Marcus, and Karstadt join two distinguished academics to look at what's in store for the bricks-andmortar store. There's no doubt that new technologies have made retailing more complicated and more competitive. Using the Web, for example, consumers can conceivably sidestep their corner store and patronize shops across the country or around the world. Eventually, they might forsake retailers altogether, shopping directly from manufacturers. By the same token, though, managers can use technology to magnify the benefits of their location--using Web sites to show, for example, the retail topography of a local town and to highlight when stores that sell particular products will be open. And new in-store technologies promise managers--and customers--increased efficiency and more knowledgeable service. It's too early to predict how these new technologies will play out. But the contributors suggest that the fundamentals of retailing really haven't changed. Whether they know it or not, consumers still weigh the same factors when determining where to shop: scope of product assortment, price, convenience, service, and ambiance. The Internet has just added another layer of urgency to an already established agenda--forcing managers to examine their priorities in newly creative ways. Industry Setting: Retail industry Subjects: Customer relations; Electronic commerce; Internet; Marketing strategy; Retailing; Technological change Length: 10p 96409 Title: Rethinking Distribution: Adaptive Channels Author(s): Narus, James A.; Anderson, James C. Publication Date: 07/01/1996 Product Type: Harvard Business Review Article Abstract: No matter how much inventory a wholesaler carries, when a customer places a rush order, the essential item is often out of stock. No
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matter how many services a dealer provides, what a customer needs is often one that the dealer has never supplied. And no matter how hard a distributor tries to beef up its capabilities, when a customer has an emergency, the distributor often lacks the skills to respond. A number of companies are experimenting with ways to make their distribution channels more flexible and responsive. They have realized that by sharing resources in novel ways, they can take advantage of opportunities that they could not exploit alone. Business dynamics and emerging technologies make this new approach both essential and feasible. Subjects: Customer service; Distribution; Distribution channels; Distribution planning Length: 9p 595113 Title: Reuters Holdings PLC--18501987: A (Selective) History Author(s): Dhebar, Anirudh Publication Date: 05/04/1995 Revision Date: 05/22/1995 Product Type: Case (Field) Abstract: Takes a broad, historical look at the interplay between changing technology and product lines at Reuters Holdings PLC, a company that started in 1850 with carrier pigeons and is positioned in 1987 as a leading news and information organization. Chronicles how Reuters' products and businesses evolved as the company and its international markets rode major waves of technological evolution, with pigeons giving way to horses, telegraph lines, radio broadcasts, leased telephone lines, cable, satellites, intelligent workstations, and multimedia displays. Ends with a description of Reuters's product, marketing, and organizational challenges at the end of the 1980s as the financial-information business transitions from video terminal-based products with analog, page-format datafeeds to PC-based products with digital datafeeds. Teaching Purpose: To illustrate how technology, products, businesses, markets, organizations and nations are linked. May be used with: (595114) Reuters Holdings PLC: Network Renewal and Product Integration (A). Geographic Setting: United Kingdom; Europe; Global Industry Setting: Information services Event Year Start: 1850 Subjects: Financial services; Information services; Technological change; Technology Length: 12p 595114 Title: Reuters Holdings PLC: Network Renewal and Product Integration (A) Author(s): Dhebar, Anirudh Publication Date: 05/04/1995 Revision Date: 05/22/1995 Product Type: Case (Field) Abstract: Takes a detailed look at the dynamic interplay between changing technology and product lines at Reuters Holdings PLC. Given that Reuter customers and markets are at different stages on the (financial and information) technology curves, and that it is increasingly difficult and expensive to support and deliver both page-based and digital products, the company must decide whether, when, and how to renew its communications networks and integrate its products. May be used with: (595113) Reuters Holdings PLC--18501987: A (Selective) History. Geographic Setting: Global Industry Setting: Information services Number of Employees: 9,586 Gross Revenues: 867 million L Subjects: Financial services; Information services; Technological change; Technology Length: 20p Supplementary Materials: Supplement (Field), (595115), 4p, by Anirudh Dhebar 595115 Title: Reuters Holdings PLC: Network Renewal and Product Integration (B) Author(s): Dhebar, Anirudh Publication Date: 05/04/1995 Revision Date: 05/22/1995 Product Type: Supplement (Field) Abstract: Updates the (A) case to 1994. Must be used with: (595114) Reuters Holdings PLC: Network Renewal and Product Integration (A). Industry Setting: Information services; Online information services Subjects: Financial services; Information services; Technological change; Technology Length: 4p F0612E Title: Reverse Product Placement in Virtual Worlds Author(s): Edery, David Publication Date: 12/01/2006 Product Type: Harvard Business Review Article Abstract: Retailers are starting to place real products in virtual worlds. It's just a matter of time before virtual products make the leap into the real world. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2006
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1037C Title: The Revolution in Retailing Author(s): Bell, David E. Publication Date: 11/01/2005 Product Type: Faculty Seminar Video Abstract: A recent study suggests that much of the economic boom of the 1990s was not due to technology or to the Internet, but to efficiencies in the $3 trillion retail industry. What does the future hold? In this presentation, Professor David E. Bell gives an overview of the industry, including its past and present, as he suggests how retailing will evolve. He describes the factors that lead to a successful retail concept, and in particular explains how to compete against Wal-Mart. Geographic Setting: Global; United States Industry Setting: Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 63 min Year New: 2005 503S58 Title: Reynolds Metals Co.: Consumer Products Division, Spanish Version Author(s): Chun, Samuel Publication Date: 11/05/1996 Revision Date: 10/28/1998 Product Type: LACC Case Abstract: Reynolds Consumer Products Division must decide whether to discontinue its program of case allowances in favor of discretionary trade dollars targeted for market development. Geographic Setting: United States Industry Setting: Consumer products Gross Revenues: $7.3 billion revenues Subjects: Consumer goods; Distribution channels; Sales promotions Length: 15p 597045 Title: Reynolds Metals Co.: Consumer Products Division Author(s): Chun, Samuel Publication Date: 11/05/1996 Revision Date: 10/28/1998 Product Type: Case (Field) Abstract: Reynolds Consumer Products Division must decide whether to discontinue its program of case allowances in favor of discretionary trade dollars targeted for market development. Geographic Setting: United States Industry Setting: Consumer products Gross Revenues: $7.3 billion revenues Subjects: Consumer goods; Distribution channels; Sales promotions Length: 13p Supplementary Materials: Teaching Note, (597075), 10p, by Samuel Chun HKU603 Title: Rhine Garden Holdings Co. Ltd:
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The Next Strategic Move Author(s): Lam, Simon; Tang, Amy Publication Date: 11/13/2006 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: Started in 1992 by Tommy Fung and his two friends, Rhine Garden Holdings Company Limited owned two Western restaurant chains in Hong Kong: Rhine Garden and Cafe Lagoon. Over the years, Fung, as managing director, had spent most of his time establishing a solid operational foundation for the company and expanding by opening stores in satellite towns in the New Territories. Now that he planned to expand into high-rent, citycenter commercial districts, there was an urgent need for him to establish a clear strategic marketing direction for his business before committing more resources to further store expansion. Geographic Setting: China; Hong Kong Industry Setting: Restaurant industry Subjects: NO SUBJECTS(KEYWORDS) Length: 24p Supplementary Materials: Teaching Note, (HKU604), 8p, by Simon Lam, Amy Tang Year New: 2006 595033 Title: RiceSelect Author(s): Silk, Alvin J.; Shelman, Mary L. Publication Date: 11/17/1994 Revision Date: 09/05/1996 Product Type: Case (Field) Abstract: In August 1994, Robin Andrews, President of RiceTec, Inc., faces a critical decision that will affect his firm's future: what policy should RiceTec follow for supplying grocery retailers with private label merchandise? RiceTec, a small privately owned firm engaged in rice breeding research and marketing, has struggled for eight years to gain market acceptance for its line of premium specialty rice products sold under its own brand name, Texmati. While Texmati is superior in taste to other leading rice brands on the market, RiceTec's limited cash flow greatly restricts its ability to invest in slotting allowances and pull programs. Consequently, its progress in gaining national distribution in supermarkets has been disappointingly slow. Several leading supermarket chains have expressed interest in having RiceTec supply them with rice products to be sold under their retailer-controlled premium private label brand names. The firm's board is divided on the issue of whether or not it should produce private brands for retailers and Andrews must reexamine the growth strategy in light of changing opportunities for brand building available to a small firm operating in the changing market. Geographic Setting: United States Industry Setting: Food industry Company Size: small Number of Employees: 65 Gross Revenues: $5 million revenues Subjects: Brands; Consumer marketing; Food; Marketing management; Marketing strategy; Product management Length: 26p 573004 Title: Richardson Center for the Blind Author(s): Shapiro, Benson P.; Clarke, Robert N. Publication Date: 07/01/1972 Revision Date: 11/01/1980 Product Type: Case (Field) Abstract: Concerns the broad policies of a rehabilitation center for the blind. Emphasis is on the determination of product policy (products and services offered) and on communications strategy (the recruiting of trainees). Provides good historical and organizational material. Geographic Setting: Minnesota Industry Setting: Health services Gross Revenues: $1 million revenues Subjects: Communication strategy; Health services; Market segmentation; Marketing strategy; Nonprofit organizations; Product lines; Product management; Social enterprise Length: 21p Supplementary Materials: Teaching Note, (573074), 6p, by Benson P. Shapiro 93501 Title: Riding the Marketing Information Wave Author(s): Bessen, Jim Publication Date: 09/01/1993 Product Type: Harvard Business Review Article Abstract: Faced with the costs of building customer information systems, some managers question whether or not marketing technology can achieve competitive miracles. But the author believes that retailers and consumer goods companies can't afford to ignore the new economies of scale the best marketing information systems offer. Today's sophisticated technologies help companies sort massive amounts of information to target small groups of highly responsive customers almost automatically. The great Atlantic and Pacific Tea Co. (A&P), for example, is using point-of-sale scanning and frequent-shopper programs to build a sophisticated customer database. The mail-order company Fingerhut bases
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every catalog mailing and promotion on statistically determined predictions about customer behavior. And R.R. Donnelley and Sons, the world's largest printer, is using leading-edge technology to offer customers everything from consumer and life-style data to customized individual publications. Through such technology, big companies can own niches the way smaller competitors do. But it's not just a matter of size. Large companies without the vision to develop their own marketing IT will be left behind. Industry Setting: Advertising industry Subjects: Advertising; Direct marketing; Information technology; Market research; Market segmentation; Marketing information systems Length: 11p 2610BC Title: The Right Customers: Acquisition, Retention, and Development Publication Date: 11/21/2005 Product Type: HBS Press Chapter Abstract: The nemesis of customer retention is customer defection, although these customers offer the most market information by signaling ineffective strategies in acquisition and retention. Learning these inefficiencies forces a firm to shift retention expenditures from low- to high-value customers and to evaluate future customer development. This chapter provides the steps required to move misaligned retention resources toward better product development and customer service, giving customers no reason to look elsewhere. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy; (2564BC) Creating a Marketing Plan: An Overview; (2572BC) Competitive Analysis: Understand Your Opponents; (2580BC) Market Customization: Market Segmentation, Targeting, and Positioning; (2599BC) Developing New Products and Services: The Marketer's Role; (2602BC) Branding: Differentiation that Customers Value; (2629BC) Pricing It Right: Strategies, Applications, and Pitfalls; (2637BC) Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation; (2645BC) Interactive Marketing: New Channel, New Challenge; (2653BC) Marketing Across Borders: It's a Big, Big World. Subjects: NO SUBJECTS(KEYWORDS) Length: 15p List Price: $6.95 Year New: 2006 589046 Title: Ring Medical Author(s): Rangan, V. Kasturi; Fay, Christopher
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Publication Date: 09/14/1988 Revision Date: 06/23/1993 Product Type: Case (Field) Abstract: Describes the progress of a new product launch (HCS-100, a hospital communication system). Ring Medical has sold only five systems in six months against an annual target of 30. There is a lack of agreement internally on how the new product effort should be organized. In addition, there are differences of opinion on which distribution channels are most appropriate. These issues must be resolved before the board meeting scheduled for the following day. Geographic Setting: United States Industry Setting: Health care industry Company Size: small Gross Revenues: $3-4 million sales Subjects: Communications equipment; Distribution channels; Marketing organization; New product marketing; Product introduction Length: 24p Supplementary Materials: Teaching Note, (591076), 13p, by V. Kasturi Rangan; Case Video, (891505), 9 min, by Ring Medical 891505 Title: Ring Medical -- HCS - 100: A Superior Communications System, Video Author(s): Ring Medical Publication Date: 03/28/1991 Product Type: Case Video Abstract: Demonstrates the product features for a fairly complex hospital communication system. Must be used with: (589046) Ring Medical. Industry Setting: Communications equipment Subjects: Communications equipment; Distribution channels; Marketing organization; New product marketing; Product introduction Length: 9 min List Price: $150.00 707439 Title: The Rise of Wal-Mart Stores, Inc. 1962-1987 Author(s): Haglock, Travis; Wells, John R. Publication Date: 09/05/2006 Revision Date: 07/23/2008 Product Type: Case (Library) Abstract: It is 1988 and David Glass has just taken over as CEO from the legendary Sam Walton at Wal-Mart. Meanwhile, Joe Antonini has just taken the CEO position at Wal-Mart's arch rival, Kmart. Although Wal-Mart is still well behind Kmart, it appears to be in great shape and is catching up fast. Glass seems committed to continuing with "business as usual." Is this enough? What might Kmart do to stop him? Industry Setting: Retail store Number of Employees: 141,000 Gross Revenues: $15.9 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 28p Supplementary Materials: Teaching Note, (708459), 13p, by John R. Wells Year New: 2006 IES033 Title: Robert Krups GMBH & Co. KG: Brand Transfer Into East Germany (A) Author(s): Joachimsthaler, Erich; Hickman, Edward Publication Date: 05/01/1993 Revision Date: 05/01/1998 Product Type: Case (Field) Publisher: IESE Business School Abstract: Deals with the issues that make a brand strong, e.g., positioning, product characteristics, advertising and product presentation strategy, etc.; and measures of a brand's strength, e.g., awareness, perceived quality reputation, etc. The management issue is how to transfer these brand attributes to the newly opened East European market and indeed, to decide which specific brands will actually appeal to this new set of consumers. May be used with: (IES032) Robert Krups GMBH & Co. KG: Marketing Entry Into East Germany; (IES034) Robert Krups GMBH & Co. KG: Brand Transfer Into East Germany (B). Geographic Setting: Germany; Europe, Eastern Industry Setting: Appliance industry Company Size: small Subjects: Appliances; Brands; Distribution; Eastern Europe; Family owned businesses; Germany; International marketing; Marketing strategy Length: 20p IES034 Title: Robert Krups GMBH & Co. KG: Brand Transfer Into East Germany (B) Author(s): Joachimsthaler, Erich; Hickman, Edward Publication Date: 05/01/1993 Revision Date: 05/01/1998 Product Type: Case (Field) Publisher: IESE Business School Abstract: Provides detailed market information about East Germany as a background for the decisions that have to be made in the (A) case. May be used with: (IES032) Robert Krups GMBH & Co. KG: Marketing Entry Into East Germany; (IES033) Robert Krups GMBH & Co. KG: Brand Transfer Into East Germany (A). Geographic Setting: Germany; Europe,
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Eastern Industry Setting: Appliance industry Company Size: small Subjects: Appliances; Brands; Distribution; Eastern Europe; Family owned businesses; Germany; International marketing; Marketing strategy Length: 17p IES032 Title: Robert Krups GMBH & Co. KG: Marketing Entry Into East Germany Author(s): Joachimsthaler, Erich; Bleivick, Stein Publication Date: 09/01/1991 Revision Date: 12/01/1997 Product Type: Case (Field) Publisher: IESE Business School Abstract: Describes the market entry of Robert Krups, a premium high-quality small-appliance manufacturer and marketer in Solingen, Germany. Raises issues with respect to the development of a distribution and channel system in any market that is little known. Special consideration is given to the importance of the manufacturer-retailer relationship, the opportunities for a small family firm to differentiate itself in the market in the face of competition from large multinationals, and retail and distribution structures in Eastern European countries. May be used with: (IES033) Robert Krups GMBH & Co. KG: Brand Transfer Into East Germany (A); (IES034) Robert Krups GMBH & Co. KG: Brand Transfer Into East Germany (B). Geographic Setting: Germany; Europe, Eastern Industry Setting: Appliance industry Company Size: small Subjects: Appliances; Brands; Distribution; Eastern Europe; Family owned businesses; Germany; International marketing; Marketing strategy Length: 39p 596031 Title: Robert Mondavi Corp. Author(s): Goldberg, Ray A.; Urban, Thomas N., III Publication Date: 10/17/1995 Product Type: Case (Field) Abstract: As the Mondavi Corp. moves from a private to a public company and increases the number of types of wine it sells, how does it position itself in various segments of the market and what brand and distribution system is most important? Geographic Setting: Global Industry Setting: Wine industry Subjects: Beverages; Marketing strategy
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Length: 29p 281X Title: Robust Sales Management (Paperback) Author(s): HBR Publication Date: 05/01/1989 Product Type: HBS Press Book Abstract: Discover the essential strategies for training, motivating, and targeting your sales force. This paperback collection of Harvard Business Review articles includes selections on sales force strategy, selling to industrial customers, and case studies. HBR paperbacks are regularly revised with recent articles. Subjects: Marketing strategy; Sales management; Sales organization; Sales strategy Length: 98p List Price: $19.95 576094 Title: Rockwell International Microelectronic Product Division Author(s): Star, Stephen H.; Davis, N.J. Publication Date: 11/26/1975 Product Type: Case (Field) Abstract: In mid-1974, Rockwell International's microelectronic division, which had been manufacturing private label, hand-held calculators for several years, decided to introduce a line of hand-held calculators under the Rockwell name. Its leading channels of distribution at that time were department stores and calculators specialty stores. In January 1975, top management was considering changing, or at least broadening, its distribution channels to include mass merchandising outlets. According to trade rumors, Texas Instruments, the industry leader, was about to do this, and Rockwell had to decide whether to anticipate Texas Instruments' move. Geographic Setting: United States Industry Setting: Electronics industry Company Size: Fortune 500 Gross Revenues: $4.4 billion 1974 sales Subjects: Competition; Customer relations; Distribution channels; Electronics; Marketing strategy; Office equipment Length: 29p 597050 Title: Rogers Communications, Inc.: The Wave Author(s): Deighton, John; Voermann, Karsten; Gilyard, Reginald Publication Date: 11/22/1996 Revision Date: 12/20/1996 Product Type: Case (Field) Abstract: Rogers Communications, Inc., Canada's largest cable television provider, is deciding how it should respond to developments that appear to portend the convergence of its industry with the computing and telecommunications industries. In particular, it is investigating how it should test the market for high-speed Internet access via cable modem. This case describes decisions that need to be made to bring this service to market in a suburb of Toronto. Geographic Setting: Canada Industry Setting: Cable television industry Gross Revenues: $1.1 billion revenues Subjects: Canada; Consumer marketing; Telecommunications Length: 17p Supplementary Materials: Teaching Note, (597078), 11p, by John Deighton 502S09 Title: Rohm and Haas (A): New Product Marketing Strategy, Spanish Version Author(s): Rangan, V. Kasturi; Lasley, Susan Publication Date: 08/08/2002 Product Type: LACC Case Abstract: Joan Macey, Rohm and Haas' market manager for Metalworking Fluid Biocides, found that sales of a new biocide, Kathon MWX, was utterly disappointing. This was all the more puzzling since sales of her other product--Kathon 886 MW, a liquid biocide used only in large-capacity tanks--was well on target and held a steady 30% market share. In May 1984, about five months after the new product was launched, Joan Macey was reviewing her entire marketing strategy with a view to bringing Kathon MWX sales closer to target. Of particular concern to her were the distribution and communication strategies used for the new product. Geographic Setting: Philadelphia, PA Industry Setting: Chemical industry Company Size: Fortune 500 Gross Revenues: $2 billion revenues Subjects: Chemicals; Distribution channels; Marketing strategy; New product marketing Length: 16p 587055 Title: Rohm and Haas (A): New Product Marketing Strategy Author(s): Rangan, V. Kasturi; Lasley, Susan Publication Date: 08/06/1986 Revision Date: 05/25/1993 Product Type: Case (Field) Abstract: Joan Macey, Rohm and Haas' market manager for Metalworking Fluid Biocides, found that sales of a new biocide, Kathon MWX, was utterly disappointing. This was all the more
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puzzling since sales of her other product--Kathon 886 MW, a liquid biocide used only in large-capacity tanks--was well on target and held a steady 30% market share. In May 1984, about five months after the new product was launched, Joan Macey was reviewing her entire marketing strategy with a view to bringing Kathon MWX sales closer to target. Of particular concern to her were the distribution and communication strategies used for the new product. Geographic Setting: Philadelphia, PA Industry Setting: Chemical industry Company Size: Fortune 500 Gross Revenues: $2 billion revenues Subjects: Chemicals; Distribution channels; Marketing strategy; New product marketing Length: 15p Supplementary Materials: Supplement (Field), (590083), 2p, by V. Kasturi Rangan; Teaching Note, (587129), 12p, by V. Kasturi Rangan; Teaching Note, (590077), 7p, by E. Raymond Corey BESTSELLER 590083 Title: Rohm and Haas (B): 1989 Update on Kathon MWX Author(s): Rangan, V. Kasturi Publication Date: 03/08/1990 Revision Date: 04/13/1992 Product Type: Supplement (Field) Abstract: Updates the decision issues faced by Rohm and Haas in launching Kathon MWX for small customers. Must be used with: (587055) Rohm and Haas (A): New Product Marketing Strategy. Industry Setting: Chemical industry Subjects: Chemicals; Distribution channels; Marketing strategy; New product marketing Length: 2p 87310 Title: Role Playing as a Sales Training Tool Author(s): Robinson, Larry J.B. Publication Date: 05/01/1987 Product Type: Harvard Business Review Article Abstract: One key to a successful retail business is friendly, knowledgeable, motivated salespeople. But, even in some of America's best-known stores, one encounters indifferent clerks or must search for a clerk willing to take one's money. An effective technique - used for years by J.B. Robinson Jewelers - for teaching salespeople a natural and friendly sales manner is role playing. Employees like role playing. It's dramatic, and they retain more through these sessions than they would from manuals or lectures. Subjects: Employee training; Sales
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management Length: 3p CMR257 Title: The Role of Differentiation in Markets Driven by Advertising Author(s): Soberman, David A. Publication Date: 04/01/2003 Product Type: CMR Article Publisher: California Management Review Abstract: Firms put enormous intellectual and financial resources into creating differentiated products or services for their consumers. However, in many situations, differentiation may not be a profitable strategy. Spells out the conditions under which it is profitable to differentiate and those when it is not. Consumers learn about alternatives from advertising, and many consumers do not see advertising for all relevant alternatives. As a result, a significant fraction of consumers make decisions with limited information about the available alternatives. The value of creating differentiated products is ambiguous when awareness of products and their characteristics is the key determinant of consumer behavior. Industry Setting: Advertising industry Subjects: Advertising; Consumer behavior; Marketing strategy; Product positioning Length: 19p Year New: 2004 500050 Title: Roly International: Consumer Licensed Products in China Author(s): Arnold, David J.; Chand, Shivani Publication Date: 11/15/1999 Revision Date: 07/24/2000 Product Type: Case (Field) Abstract: In this case Roly International, the largest Disney apparel licensee in China, considers how to adapt their distribution channel strategy to the downturn in the Chinese market. Geographic Setting: China Industry Setting: Apparel industry Number of Employees: 3,000 Gross Revenues: $250 million revenues Subjects: China; Clothing; Distribution channels; Emerging markets; International marketing; Retailing Length: 13p 578024 Title: Rose Milk Author(s): Greyser, Stephen A.; Young, Robert F. Publication Date: 07/13/1977 Revision Date: 02/01/1978 Product Type: Case (Field) Abstract: Deals with a specific media buy for a small, but fast-growing, toiletries company. The specific buy, the 1976 Tournament of Roses Parade, will require a disproportionate amount of the total promotional budget. A key issue is the impact of one large buy versus a continuity of television advertising. Deals with the implications of TV spending for trade support. Geographic Setting: California Industry Setting: Personal care products Gross Revenues: $5-10 million sales Subjects: Advertising; Advertising media; Budgeting; Cosmetics; Sales promotions Length: 17p R0303Z Title: A Rose by Any Other Name (Commentary for HBR Case Study) Author(s): Stone, Daniel B.; Weise , Frank E., III; Pant, Micky; Hoch, Stephen J.; Corstjens, Judith; Corstjens, Marcel Publication Date: 03/01/2003 Product Type: Harvard Business Review Article Abstract: Tom Rose was about to listen to his marketing head, Cassie Martin, make a major presentation on the biggest strategic initiative in Rose Partyware's history: the launch of a branded line of party ware. Rose had manufactured paper goods for parties and other social events for many years. But Tom had recently spotted an opportunity to break out of the pack: a new printing technology that would improve quality and reduce costs. When Rose test-marketed the new line, consumers loved it, and retailers pledged their support. Tom felt that the new technology would give Rose the edge it needed to establish its own brand, which would, in turn, allow the company to stay ahead of its rivals. In her presentation, Cassie reported that customers loved the brand concept. However, it was going to be more expensive than she had originally thought. And Hank Lewis, Rose's national accounts manager, further complicated matters when he told Tom that one of Rose's biggest customers, Party!, had just decided to offer customers a complete line of party goods under its own name and wanted Rose to manufacture it. The management team is split on whether Rose should launch its own line. Tom needs to decide: What's the best marketing strategy for Rose Partyware? May be used with: (R0303X) A Rose by Any Other Name (HBR Case Study). Subjects: NO SUBJECTS(KEYWORDS) Length: 3p
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R0303A Title: A Rose by Any Other Name (HBR Case Study and Commentary) Author(s): Stone, Daniel B.; Weise , Frank E., III; Pant, Micky; Hoch, Stephen J.; Corstjens, Judith; Corstjens, Marcel Publication Date: 03/01/2003 Product Type: Harvard Business Review Article Abstract: Tom Rose was about to listen to his marketing head, Cassie Martin, make a major presentation on the biggest strategic initiative in Rose Partyware's history: the launch of a branded line of party ware. Rose had manufactured paper goods for parties and other social events for many years. But Tom had recently spotted an opportunity to break out of the pack: a new printing technology that would improve quality and reduce costs. When Rose test-marketed the new line, consumers loved it, and retailers pledged their support. Tom felt that the new technology would give Rose the edge it needed to establish its own brand, which would, in turn, allow the company to stay ahead of its rivals. In her presentation, Cassie reported that customers loved the brand concept. However, it was going to be more expensive than she had originally thought. And Hank Lewis, Rose's national accounts manager, further complicated matters when he told Tom that one of Rose's biggest customers, Party!, had just decided to offer customers a complete line of party goods under its own name and wanted Rose to manufacture it. The management team is split on whether Rose should launch its own line. Tom needs to decide: What's the best marketing strategy for Rose Partyware? Subjects: Brand management; Brands; HBR Case Discussions; Marketing planning; Marketing strategy Length: 8p NEW R0303X Title: A Rose by Any Other Name (HBR Case Study) Author(s): Stone, Daniel B. Publication Date: 03/01/2003 Product Type: Harvard Business Review Article Abstract: Tom Rose was about to listen to his marketing head, Cassie Martin, make a major presentation on the biggest strategic initiative in Rose Partyware's history: the launch of a branded line of party ware. Rose had manufactured paper goods for parties and other social events for many years. But Tom had recently spotted an
Marketing
opportunity to break out of the pack: a new printing technology that would improve quality and reduce costs. When Rose test-marketed the new line, consumers loved it, and retailers pledged their support. Tom felt that the new technology would give Rose the edge it needed to establish its own brand, which would, in turn, allow the company to stay ahead of its rivals. In her presentation, Cassie reported that customers loved the brand concept. However, it was going to be more expensive than she had originally thought. And Hank Lewis, Rose's national accounts manager, further complicated matters when he told Tom that one of Rose's biggest customers, Party!, had just decided to offer customers a complete line of party goods under its own name and wanted Rose to manufacture it. The management team is split on whether Rose should launch its own line. Tom needs to decide: What's the best marketing strategy for Rose Partyware? May be used with: (R0303Z) A Rose by Any Other Name (Commentary for HBR Case Study). Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2005 2087 Title: Rosewood Hotels and Resorts: Branding to Increase Customer Profitability and Lifetime Value Author(s): Dev, Chekitan S.; Stroock, Laure Mougeot Publication Date: 06/15/2007 Product Type: Case Abstract: Rosewood Hotels & Resorts, a small luxury private hotel management firm running a collection of 12 individually branded hotels and resorts in multiple countries, was wondering how to foster customer retention and loyalty and capture the maximum value from its 115,000 guests. Rosewood had always allowed each hotel to stand as its own individual brand, with the Rosewood name presented as a muted sub-brand, if at all. Now Rosewood's new leadership was contemplating whether the firm should significantly increase the prominence of the corporate identity, making Rosewood a corporate brand. The main challenge that Rosewood's executives face is to assess whether the potential economic benefits from increased guest retention can outweigh the $1,000,000 marketing investment needed to implement the corporate branding strategy. The central focus is a quantitative assignment that asks students to calculate how customer lifetime value would be affected by a shift from individual branding to corporate branding. Geographic Setting: Global Industry Setting: Hotel industry; Resort Subjects: NO SUBJECTS(KEYWORDS) Length: 13p Supplementary Materials: Teaching Note, (2088), 16p, by Chekitan S. Dev, Laure Mougeot Stroock; Supplement (Spreadsheet), (2286), 0p, by Chekitan S. Dev, Laure Mougeot Stroock Year New: 2007 589124 Title: Rossin Greenberg Seronick & Hill, Inc. (A) Author(s): Smith, N. Craig; Quelch, John A. Publication Date: 06/30/1989 Revision Date: 05/20/1993 Product Type: Case (Field) Abstract: Rossin Greenberg Seronick & Hill (RGSH), a New England advertising agency, was keen to secure the account of Microsoft Corp. The case describes the bid for the account, which included the submission of a "flier" referring to knowledge of a competitor's plans, as a result of hiring two new creative people who had worked on the account of Lotus Development Corp. at another agency. Teaching objectives: 1) to examine how agencies bid for advertising accounts, 2) to consider how companies review agencies, and 3) to show how aggressive marketing may lead to allegations of misconduct. Geographic Setting: Boston, MA Industry Setting: Advertising industry Number of Employees: 45 Subjects: Advertising; Computer industry; Ethics; Marketing management; Sales strategy; Services Length: 3p Supplementary Materials: Supplement (Field), (589125), 1p, by N. Craig Smith, John A. Quelch; Supplement (Field), (589126), 4p, by N. Craig Smith, John A. Quelch; Teaching Note, (591074), 7p, by John A. Quelch, N. Craig Smith 589125 Title: Rossin Greenberg Seronick & Hill, Inc. (B) Author(s): Smith, N. Craig; Quelch, John A. Publication Date: 06/30/1989 Revision Date: 05/20/1993 Product Type: Supplement (Field) Abstract: Teaching objectives: 1) to show how aggressive marketing can lead to allegations of misconduct, 2) to consider responses under crisis management, and 3) to explore the importance of credibility within marketing communications. Must be used with: (589124) Rossin Greenberg Seronick &
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Hill, Inc. (A). Industry Setting: Advertising industry; Computer industry Subjects: Advertising; Computer industry; Ethics; Marketing management; Sales strategy; Services Length: 1p Supplementary Materials: Teaching Note, (591074), 7p, by John A. Quelch, N. Craig Smith 589126 Title: Rossin Greenberg Seronick & Hill, Inc. (C) Author(s): Smith, N. Craig; Quelch, John A. Publication Date: 06/30/1989 Revision Date: 05/20/1993 Product Type: Supplement (Field) Abstract: Teaching objectives: 1) to consider legal and other obligations advertising agencies owe to their clients, 2) to show how aggressive marketing can lead to allegations of misconduct, 3) to explore conflicts of interest which may arise for professional service companies in marketing their expertise to more than one company within another industry, and 4) to consider the responsibilities of a corporation taking legal action against another. Must be used with: (589124) Rossin Greenberg Seronick & Hill, Inc. (A). Industry Setting: Advertising industry; Computer industry Subjects: Advertising; Computer industry; Ethics; Marketing management; Sales strategy; Services Length: 4p Supplementary Materials: Teaching Note, (591074), 7p, by John A. Quelch, N. Craig Smith 99A016 Title: Rougemont Fruit Nectar: Distributing in China Author(s): Beamish, Paul W.; Gleave, Tom Publication Date: 07/12/1999 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Gervais Lavoie, managing director of Beijing Oasis High Nutrition Food Co., needs to decide what means of distribution is most appropriate for the company's newly-developed fruit nectars. The decision is complicated because different means of distribution have different implications for the ultimate pricing and promotion of the products. Geographic Setting: China Industry Setting: Food industry Company Size: small Subjects: Beverages; China; Distribution; Market segmentation; Pricing; Sales promotions
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Length: 18p Supplementary Materials: Teaching Note, (899A16), 14p, by Paul W. Beamish, Tom Gleave BAB122 Title: Royal Corp. Author(s): Hennessey, H. David; Kalunian, Barbara Publication Date: 01/01/2006 Revision Date: 02/07/2006 Product Type: Case (Field) Publisher: Babson College Abstract: Chronicles a day in the life of a Royal Corp. salesperson, Mary Jones, part of the Royal Reproduction Center (RRC) division. The RRC division specializes in high-quality turnaround copying and printing services. Division salespeople are responsible for selling copying/printing services, the Royal 750 color copier, and the Corporate Copy Center (CCC) concept, which involves equipping a client company with a staff and copiers to operate an on-premise reproduction operation. Focuses on Jones' difficulty in selling the CCC concept. Presents the daily sales activities of a business-to-business salesperson and the buyer behavior process of two different types of services (CCC and printing) and a product (color copier). Also reveals the difficulty of selling a new concept, typical problems that salespeople encounter, and the importance of understanding buyer behavior and the purchase process of a new product. Subjects: NO SUBJECTS(KEYWORDS) Length: 23p Supplementary Materials: Teaching Note, (BAB622), 5p, by H. David Hennessey Year New: 2006 574033 Title: Royal Dutch Chemical N.V. Author(s): Brown, Milton P.; Ratichek, J.A. Publication Date: 11/28/1973 Revision Date: 03/01/1975 Product Type: Case (Field) Abstract: Deals with a small division in a large company attempting to introduce a new product to a foreign country through the firm's local organization. Difficulties of getting the local organization to accept the new product and market it successfully are highlighted. Industry Setting: Chemical industry Company Size: large Gross Revenues: FL!.7 billion sales Subjects: Chemicals; International marketing; Marketing management; Marketing organization; Multinational corporations; Pharmaceuticals; Product introduction Length: 16p 508053 Title: Russian Standard Author(s): Deshpande, Rohit; Schulman, Seth Publication Date: 11/27/2007 Revision Date: 04/11/2008 Product Type: Case (Field) Abstract: In September 2006, Russian billionaire Roustam Tariko, founder and owner of Russian Standard, needed to develop a strategy for introducing Russia's most popular brand of premium vodka (RSO) to American consumers. In the past year, he had introduced Imperia, the firm's flagship ultra-premium vodka, in the U.S. market; lined up American importation and distribution partners for Russian Standard; and had worked hard to build excitement for the brand. Beyond establishing RSO's stylishness, Tariko needed to carve out a space for the brand in the crowded American market. Imperia's marketing had emphasized two attributes, superior quality and Russian-ness. In articulating RSO's advertising strategy and tagline, Tariko would need to decide once and for all which attribute to emphasize. He would also need to decide how to articulate this attribute so as to develop discrete identities for each of the two brands. Would Americans respond better to a claim of authenticity, or to a claim of unparalleled purity? And which were RSO and Imperia best equipped to exploit? Geographic Setting: Russia; United States Industry Setting: Liquor Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 23p Year New: 2007 906A34 Title: Ruth's Chris: The High Stakes of International Expansion Author(s): Alon, Ilan; Kupetz, Allen H. Publication Date: 01/20/2006 Product Type: Case Publisher: Richard Ivey School of Business/UWO Abstract: In 2006, Ruth's Chris Steak House was fresh off of a sizzling initial public offering and was now interested in growing their business internationally. With restaurants in just four countries outside the United States, a model to identify and rank new international markets was needed. Provides a practical example for students to take quantitative and non-quantitative variables to create a short list of
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potential new markets. Geographic Setting: Global; United States Industry Setting: Restaurant industry Subjects: NO SUBJECTS(KEYWORDS) Length: 8p Supplementary Materials: Teaching Note, (806A34), 6p, by Ilan Alon, Allen H. Kupetz Year New: 2006 510052 Title: Ryder System, Inc. Author(s): Marshall, Martin V.; Newton, Derek A. Publication Date: 04/01/1963 Revision Date: 06/01/1965 Product Type: Case (Field) Abstract: Concerns the development of an annual marketing plan. Geographic Setting: Florida Industry Setting: Car & truck rental industry Gross Revenues: over $40 million sales Event Year Start: 1962 Event Year End: 1962 Subjects: Advertising; Leasing; Market research; Sales management; Sales promotions; Transportation Length: 21p 573043 Title: Ryder System, Inc. (B) Author(s): Marshall, Martin V.; Clarke, Robert N. Publication Date: 02/01/1973 Revision Date: 06/01/1981 Product Type: Case (Field) Abstract: Discusses the marketing strategies of Ryder System in regard to its 15%-20% a year growth objective. Focuses on truck rental and leasing division (their largest division) and the problems of implementation of the marketing strategies to the various market segments. Geographic Setting: Miami, FL Industry Setting: Car & truck rental industry Gross Revenues: $212 million 1971 sales Subjects: Advertising; Growth strategy; Leasing; Marketing strategy; Sales management; Sales promotions; Transportation Length: 18p 597044 Title: S1 Corp. Author(s): Chun, Samuel Publication Date: 03/17/1997 Revision Date: 07/29/1999 Product Type: Case (Field) Abstract: S1 is a fast growing subsidiary of the Samsung Group in South Korea that sells business security products. S1 has implemented a number of marketing
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initiatives that the company president would like to have evaluated. Industry Setting: Security industry Gross Revenues: $218 million revenues Subjects: Korea; Market segmentation; Pricing; Sales management Length: 10p 599021 Title: SADAFCO Author(s): Arnold, David J. Publication Date: 09/10/1998 Revision Date: 10/24/2001 Product Type: Case (Field) Abstract: SADAFCO has long enjoyed a dominant position in the milk and ice cream markets in Saudi Arabia. In the mid-1990s, this dominance was under threat as Nestle, Unilever, and Mars all entered the ice cream market. The case outlines the Saudi Arabian ice cream wars. Geographic Setting: Saudi Arabia Industry Setting: Food & beverage industries Number of Employees: 1,000 Gross Revenues: $200 million revenues Subjects: Beverages; Competition; Food; International marketing; Marketing management; Marketing strategy Length: 25p Supplementary Materials: Teaching Note, (500072), 9p, by David J. Arnold 501020 Title: SATELLIFE: Bridging the Digital Divide Author(s): Rangan, V. Kasturi; Reitz, Howard Firestone Publication Date: 11/03/2000 Product Type: Case (Field) Abstract: Describes the evolution of SATELLIFE from its founding in 1989 to its current status in 2000. While the original problem of lack of medical information in many parts of the developing world, especially Africa, was still true, new technologies like the Internet had considerably changed the possibilities for nonprofits like SATELLIFE. Teaching Purpose: Formulating and adapting strategy. Geographic Setting: Waltham, MA Industry Setting: Health care industry Number of Employees: 20 Gross Revenues: $1.6 million budget Subjects: Africa; Developing countries; Health care; Information technology; Nonprofit organizations; Strategy formulation Length: 25p 906E14 Title: SC Johnson: Planning Coupon Promotions Author(s): Bell, Peter C. Publication Date: 09/26/2007 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: An intern at SC Johnson requested a meeting to discuss a new initiative he wanted to pursue after analyzing coupons for SC Johnson's Glade brand. The intern had identified a large variance in coupon redemption rates and coupon return metrics, and wanted to discuss the possibility of developing a better way to plan coupon promotions. Geographic Setting: Canada Industry Setting: Chemicals Subjects: NO SUBJECTS(KEYWORDS) Length: 7p Supplementary Materials: Teaching Note, (806E14), 7p, by Peter C. Bell 579036 Title: SCM Organic Chemicals Division of SCM Corp. Author(s): Shapiro, Benson P.; Cline, Craig E. Publication Date: 09/05/1978 Revision Date: 01/10/1979 Product Type: Case (Field) Abstract: A shortage of raw materials, coupled with an apparent increase in demand for its specialty products, forces SCM Organic Chemical Division's president to consider phasing out a mature but profitable product line to provide raw material for the manufacture of the specialty products. A successful entry into the specialty product market, which has heretofore been dominated by natural product producers, with a synthetic product line could enable the Division to obtain a major share of that market. But previous natural product shortages have been shortlived, leaving some synthetic manufacturers overextended. Geographic Setting: Florida Industry Setting: Chemical industry Gross Revenues: $50 million sales Subjects: Commodity markets; Industrial markets; Market selection; New product marketing; Product lines Length: 25p HKU697 Title: SK-II: Damage Control in China Author(s): Hung, Kineta; Farmer, Richard Publication Date: 01/11/2008 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: In 2006, SK-II, a skin care brand, was close to becoming a billiondollar brand for Proctor and Gamble ("P&G') and China was seen as a key source of future growth and is soon to be the largest market in the world. On 14
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September 2006, Chinese authorities banned the sale of some of P&G's skin care products in the SK-II line. P&G feared that public protests against these products could spread and infect the brand equity of its other products in the country. Everything that P&G tried to resolve the scandal failed, leaving the media, consumers and government feeling enraged. P&G pronounced confidence in its SK-II products in China, saying it would work with government agencies to resolve the problems, but repeatedly botched public relations and was accused of "arrogance" toward consumers. Although P&G had experience in defending its SK-II products in court due to a lawsuit the previous year, the company seemed to have learned nothing about preparing for a future crisis. P&G, one of the most trusted corporate brands in the world, was close to losing Chinese consumers' faith in SK-II and perhaps in P&G as well just by the poor way it handled the crisis. Many analysts claim that doing business in China is significantly different from doing business in developed markets. When it comes to public relations, how can the rules be so different that even experienced country managers repeatedly get it wrong? The case allows for discussion on how to respond to a public relations crisis, salvage brand equity after a disastrous incident, react to a situation and pre-empt damaging information in the media. Geographic Setting: China Industry Setting: Personal care products Subjects: NO SUBJECTS(KEYWORDS) Length: 21p Supplementary Materials: Teaching Note, (HKU698), 10p, by Kineta Hung, Richard Farmer Year New: 2007 M309 Title: SKOLAR, M.D.: Is There a Business for Web-Based Information for Doctors? Author(s): Draganska, Michaela; Hoyt, David W. Publication Date: 02/02/2006 Product Type: Case (Field) Publisher: Stanford University Abstract: In March 2000, Paul Lippe, CEO of SKOLAR, faced several decisions that could determine the fate of his young company. SKOLAR had developed a Web-based information resource for doctors. The site was in beta-test at the Stanford School of Medicine, with commercial release planned for September. Lippe had just received a market study prepared by McKinsey & Company describing the
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potential market for the SKOLAR product. He studied the report, thought about the company's experience to date, and the decisions he had to make. Did he have the information needed to make good decisions? If not, what other information did he need, and how could he get it? Includes the McKinsey report, as well as information about the SKOLAR product and proposed business model, and other sources of medical information for doctors in 2000. Geographic Setting: United States Industry Setting: Health care industry Subjects: NO SUBJECTS(KEYWORDS) Length: 28p Year New: 2006 597079 Title: SOS-Kinderdorf International: Caring for Orphaned Children Author(s): Rangan, V. Kasturi Publication Date: 03/31/1997 Revision Date: 07/06/1998 Product Type: Case (Field) Abstract: SOS-Kinderdorf, founded in 1949, has grown rapidly into one of the largest orphanages in the world with children's villages, kindergartens, schools, youth facilities, and other complementary programs in 130 countries. This case describes the evolution of the organization and poses three specific management challenges in three of its member countries: the United States, India, and Norway. An analysis of these issues serves as the backdrop for a strategy audit of the organization's mission and method of delivering it. Geographic Setting: Global Gross Revenues: $500 million budget Subjects: Nonprofit organizations; Social enterprise; Strategy formulation Length: 22p Supplementary Materials: Teaching Note, (599131), 6p, by V. Kasturi Rangan HKU136 Title: SUNDAY Communications Ltd.: A Marketing Strategy for a Wireless Future Author(s): Lee, Velma; Ng, Pauline; Choi, Elsie Publication Date: 08/15/2001 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: SUNDAY Communications was one of six mobile phone service providers facing fierce competition in a small market of 6.7 million population in Hong Kong. The company had pursued an aggressive marketing and branding strategy since its establishment in 1994. However, after six years, it was still struggling to make a profit. With the imminent granting of 3G licenses in early 2001, the company is hard-pressed to formulate a viable strategy that will enable it to capitalize on its brand image and reposition itself in the mobile phone industry. Geographic Setting: Hong Kong Industry Setting: Telecommunications industry Subjects: Brands; Loyalty; Marketing strategy; Pricing; Telecommunications Length: 23p Supplementary Materials: Teaching Note, (HKU137), 10p, by Velma Lee, Michelle Ng, Pauline Ng; Teaching Note, (HKU555), 15p, by Kineta Hung, Monica Park 502085 Title: Sa Sa Cosmetics Author(s): Bell, David E.; Li, Iris T. Publication Date: 05/13/2002 Revision Date: 05/08/2003 Product Type: Color Case Abstract: Sa Sa Cosmetics has had spectacular success as a low-price retailer of branded cosmetics. But recently, growth has slackened. What are the causes? This case describes recent strategic initiatives and provides market research data to aid the students in diagnosis. Geographic Setting: Hong Kong; China Industry Setting: Retail industry Number of Employees: 1,500 Gross Revenues: $185 million revenues Subjects: Consumer goods; Cosmetics; Distribution; Family owned businesses; Market research; Retailing Length: 31p Supplementary Materials: Teaching Note, (503027), 6p, by David E. Bell 588055 Title: Safer, Inc. Author(s): Goldberg, Ray A.; Shelman, Mary L. Publication Date: 02/17/1988 Product Type: Case (Field) Abstract: Safer, Inc. is a biopesticide company with increasing sales and a complete line of "natural" products based on common technology. The case objective is to evaluate the company's future strategies in marketing, R&D, and finance in relation to the company's mission of becoming the leading biopesticide company in the consumer and commercial markets in North America, as well as a significant factor in selected high value-added agricultural markets. To do this, Safer must continue to grow sales while shifting research focus to genetically-engineered products. Geographic Setting: United States Industry Setting: Biotechnology industry
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Company Size: small Gross Revenues: $4 million sales Subjects: Agribusiness; Biotechnology; Marketing strategy Length: 33p 503S32 Title: SaleSoft, Inc. (A), Spanish Version Author(s): Narayandas, Das Publication Date: 05/28/1996 Revision Date: 03/24/1998 Product Type: LACC Case Abstract: SaleSoft, a start-up firm, markets Comprehensive Sales Automation Solutions (CSAS) that automate a firm's sales, marketing, and service functions. Even though the product has received very favorable responses from prospects, product complexity and a long buying cycle have made it difficult for the firm to convert interest into sales orders. SaleSoft now has an opportunity to sell a part of the total CSAS solution as a stand-alone product. This "Trojan Horse" (TH) product offers an easy way for the firm to enter new customer accounts, gain quick sales, and generate much needed revenues. However, it could potentially distract the firm from its primary objective and cannibalize CSAS sales. SaleSoft needs to decide whether to continue selling CSAS or launch TH. And, the firm needs to develop a detailed marketing strategy to implement this decision. Geographic Setting: United States Industry Setting: Software industry Company Size: start-up Number of Employees: 40 Subjects: Automation; High technology products; Marketing strategy; Pricing; Product introduction; Product management; Software Length: 23p 596112 Title: SaleSoft, Inc. (A) Author(s): Narayandas, Das Publication Date: 05/28/1996 Revision Date: 03/24/1998 Product Type: Case (Field) Abstract: SaleSoft, a start-up firm, markets Comprehensive Sales Automation Solutions (CSAS) that automate a firm's sales, marketing, and service functions. Even though the product has received very favorable responses from prospects, product complexity and a long buying cycle have made it difficult for the firm to convert interest into sales orders. SaleSoft now has an opportunity to sell a part of the total CSAS solution as a stand-alone product. This "Trojan Horse" (TH) product offers an easy way for the firm to enter new customer accounts, gain quick sales, and generate much needed
Marketing
revenues. However, it could potentially distract the firm from its primary objective and cannibalize CSAS sales. SaleSoft needs to decide whether to continue selling CSAS or launch TH. And, the firm needs to develop a detailed marketing strategy to implement this decision. May be used with: (503071) Managing a Customer Relationship over Time; (82305) Major Sales: Who Really Does the Buying?. Geographic Setting: United States Industry Setting: Software industry Company Size: start-up Number of Employees: 40 Subjects: Automation; High technology products; Marketing strategy; Pricing; Product introduction; Product management; Software Length: 22p Supplementary Materials: Teaching Note, (598020), 24p, by Das Narayandas 506029 Title: Sales Force Integration at FedEx (A) Author(s): Godes, David B. Publication Date: 10/14/2005 Revision Date: 02/14/2008 Product Type: Case (Field) Abstract: Federal Express' (FedEx) recent acquisition of RPS--a ground delivery firm--gave the firm the potential to offer a single source for a client's delivery needs. However, to deliver on this potential, the firm needed to deliver the integrated solution through a single sales force. This integration required the solution of many issues, none more important than the formulation of a new compensation plan that not only determined the sales force's effort but also served as a medium through which FedEx communicated its expectations to the salespeople. Jerry Beyl headed the committee charged with making recommendations on the compensation and training the new sales force. The compensation plan needed to encourage salespeople to sell both products. Complicating matters was the fact that the two organizations' cultures were radically different. Geographic Setting: United States Industry Setting: Express delivery Number of Employees: 250,000 Gross Revenues: $18 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Supplementary Materials: Supplement (Field), (506030), 3p, by David B. Godes; Supplement (Field), (506031), 3p, by David B. Godes; Supplement (Field), (506032), 2p, by David B. Godes; Supplement (Field), (506033), 2p, by David B. Godes; Teaching Note, (508073), 17p, by David Godes Year New: 2005 506030 Title: Sales Force Integration at FedEx (B) Author(s): Godes, David B. Publication Date: 10/14/2005 Revision Date: 02/02/2006 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. Must be used with: (506029) Sales Force Integration at FedEx (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Supplementary Materials: Teaching Note, (508073), 17p, by David Godes Year New: 2005 506031 Title: Sales Force Integration at FedEx (C) Author(s): Godes, David B. Publication Date: 10/14/2005 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. Must be used with: (506029) Sales Force Integration at FedEx (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Supplementary Materials: Teaching Note, (508073), 17p, by David Godes Year New: 2005 506032 Title: Sales Force Integration at FedEx (D) Author(s): Godes, David B. Publication Date: 10/14/2005 Revision Date: 02/02/2006 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. Must be used with: (506029) Sales Force Integration at FedEx (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Supplementary Materials: Teaching Note, (508073), 17p, by David Godes Year New: 2005 506033 Title: Sales Force Integration at FedEx (E) Author(s): Godes, David B. Publication Date: 05/09/2006 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. Must be used with: (506029) Sales Force Integration at FedEx (A). Subjects: NO
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SUBJECTS(KEYWORDS) Length: 2p Supplementary Materials: Teaching Note, (508073), 17p, by David Godes Year New: 2006 R0607J Title: The Sales Learning Curve Author(s): Leslie, Mark; Holloway, Charles A. Publication Date: 07/01/2006 Product Type: Harvard Business Review Article Abstract: When a company launches a new product into a new market, the temptation is to ramp up sales force capacity immediately to gain customers as quickly as possible. But hiring a full sales force too early just causes the firm to burn through cash and fail to meet revenue expectations. Before it can sell an innovative product efficiently, the entire organization needs to learn how customers will acquire and use it, a process the authors call the sales learning curve: The company-marketing, sales, product support, and product development--and its customers transfer knowledge and experience back and forth. As customers adopt the product, the firm modifies both the offering and the processes associated with making and selling it. The more a company learns about the sales process, the more efficient it becomes at selling, and the higher the sales yield. As the sales yield increases, the sales learning process unfolds in three distinct phases-initiation, transition, and execution. Each phase requires a different size--and kind--of sales force and represents a different stage in a company's production, marketing, and sales strategies. Adjusting those strategies as the firm progresses along the sales learning curve allows managers to plan resource allocation more accurately, set appropriate expectations, avoid disastrous cash shortfalls, and reduce both the time and money required to turn a profit. Industry Setting: Software industry Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2006 1003 Title: The Sales Learning Curve (HBR OnPoint Enhanced Edition) Author(s): Leslie, Mark; Holloway, Charles A. Publication Date: 07/01/2006 Product Type: HBR OnPoint Article Abstract: When a company launches a new product into a new market, the temptation is to ramp up sales force capacity immediately to gain customers
Marketing
as quickly as possible. But hiring a full sales force too early just causes the firm to burn through cash and fail to meet revenue expectations. Before it can sell an innovative product efficiently, the entire organization needs to learn how customers will acquire and use it, a process the authors call the sales learning curve: The company-marketing, sales, product support, and product development--and its customers transfer knowledge and experience back and forth. As customers adopt the product, the firm modifies both the offering and the processes associated with making and selling it. The more a company learns about the sales process, the more efficient it becomes at selling, and the higher the sales yield. As the sales yield increases, the sales learning process unfolds in three distinct phases--initiation, transition, and execution. Each phase requires a different size--and kind--of sales force and represents a different stage in a company's production, marketing, and sales strategies. Adjusting those strategies as the firm progresses along the sales learning curve allows managers to plan resource allocation more accurately, set appropriate expectations, avoid disastrous cash shortfalls, and reduce both the time and money required to turn a profit. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p List Price: $6.50 Year New: 2006 9164 Title: Sales Management, Business Fundamentals Series Author(s): Shapiro, Benson P.; Cespedes, Frank V.; Doyle, Stephen X.; Rangan, V. Kasturi; Slywotzky, Adrian J.; Sviokla, John J. Publication Date: 06/30/1998 Product Type: Business Fundamentals Abstract: This collection is designed to acquaint managers quickly and efficiently with the fundamentals of sales management, including customer relationships, key accounts, and distribution channels. As part of the Business Fundamentals series, it contains materials used in Harvard Business School's MBA and executive education programs: "Managing Selling and the Salesperson" by Frank V. Cespedes; "Strategic Sales Management: A Boardroom Issue" by Benson P. Shapiro, Adrian J. Slywotzky, and Stephen X. Doyle; "Staple Yourself to an Order" by Benson P. Shapiro, V. Kasturi Rangan, and John J. Sviokla; and "Managing Major Accounts" and "Channel Management" by Frank V. Cespedes. The collection can be used for both individual study and classroom training. (A Discussion Leader's Guide containing exercises and discussion questions is available to qualified instructors.) Subjects: Customer relations; Distribution channels; Sales management; Sales organization Length: 84p List Price: $27.95 Supplementary Materials: Discussion Leader's Guide, (9172), 32p 9950 Title: Sales Management, Business Fundamentals Series (2nd Edition) Author(s): Arnold, David J.; Birkinshaw, Julian M.; Cespedes, Frank V.; Deighton, John; Doyle, Stephen X.; Kaplan, Robert S.; Pouliquen, Laetitia; Rangan, V. Kasturi; Shapiro, Benson P.; Slywotzky, Adrian J.; Toulan, Omar; Sviokla, John J. Publication Date: 04/08/2002 Product Type: Business Fundamentals Abstract: Business Fundamentals are collections of Harvard Business School background materials, reflecting HBS courses and supplemented by self-study aids. This collection includes seven background notes, one Harvard Business School case study, and one article each from Harvard Business Review and California Management Review. The collection covers ideas, issues, and best-practice principles associated directly with sales management or with closely related topics, such as designing and managing distribution channels. Included are: "Managing Selling and the Salesperson," "Managing Major Accounts," "Strategic Sales Management: A Boardroom Issue," "Using ABC to Manage Customer Mix and Relationships," "Sprint Sell to Close Sales Quickly," "Staple Yourself to an Order," "Channel Management," "Designing Channels of Distribution," "Can Selling Be Globalized?: The Pitfalls of Global Account Management," and the case study "Centra Software." Each item is preceded by a summary, an outline, learning objectives, and a set of questions, ideas, and exercises. Subjects: Customer relations; Distribution channels; Marketing management; Marketing organization; Sales management; Sales organization; Sales strategy Length: 168p List Price: $34.95 9172 Title: Sales Management, Business Fundamentals Series, Discussion Leader's Guide Publication Date: 06/30/1998
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Product Type: Discussion Leader's Guide Abstract: Designed to support group leaders or facilitators who will be steering discussion of the readings in the Business Fundamentals collection on Sales Management. Includes learning objectives, outlines, and exercises. Must be used with: (9164) Sales Management, Business Fundamentals Series. Subjects: NO SUBJECTS(KEYWORDS) Length: 32p List Price: $5.95 64309 Title: Sales Managers Must Manage Author(s): Loen, Raymond O. Publication Date: 05/01/1964 Product Type: Harvard Business Review Article Abstract: Sales management training and development programs often fail to give a clear concept of what managing really is. Consequently, sales managers concentrate on the non-managing elements of their positions, rather than managing activities. The sales managers' effectiveness in getting results through sales personnel is essential to the marketing effort and significantly affects a company's profit and loss. Subjects: Employee training; Sales management Length: 8p 587108 Title: Sales Promotion Management, Video Index Author(s): Quelch, John A. Publication Date: 06/26/1987 Product Type: Supplement (Other) Abstract: An index of the contents of the video. Must be used with: (887537) Sales Promotion Management, Video. Industry Setting: Advertising industry Subjects: Advertising; Sales promotions Length: 1p F0607C Title: Sales Reps' Biggest Mistakes Author(s): Atkinson, Tom; Koprowski, Ron Publication Date: 07/01/2006 Product Type: Harvard Business Review Article Abstract: From poor listening skills to the failure to follow up, salespeople offend potential customers in a variety of ways. Here's a chance for reps to take note of--and correct--the errors of their ways. Geographic Setting: North America Subjects: NO SUBJECTS(KEYWORDS) Length: 2p
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Year New: 2006 M248N Title: Sales Strategies Author(s): Davis, Robert T. Publication Date: 01/01/1987 Product Type: Note Publisher: Stanford University Abstract: A number of sales strategies are listed and described. The intent is to demonstrate the sales dimension of strategy and to emphasize its importance. The material is primarily descriptive. Subjects: Sales strategy Length: 15p U9907B Title: Sales Strategies for the Internet Age Author(s): Stauffer, David Publication Date: 07/01/1999 Product Type: Harvard Management Update Article Abstract: The tremendous volume in online commerce has deepened the distinction between commodity sales and consultative selling. Vendors must decide which category their products or services fall into and adjust their selling techniques accordingly. The article includes a sidebar entitled "What kind of seller are you?" Subjects: Customer relations; Electronic commerce; Internet; Sales strategy Length: 3p List Price: $4.50 E145 Title: Salesforce.com: The Evolution of Marketing Systems Author(s): Davila, Tony; Eisen, Jeffrey Publication Date: 03/18/2003 Product Type: Case (Field) Publisher: Stanford University Abstract: Salesforce.com evolves from a fledgling start-up to a leader in the provision of Web-based management systems. Throughout its growth, the management team faced several strategic decisions, which resulted in the development of new products and the entry into new markets. Industry Setting: Internet & online services industries; Marketing firm Subjects: NO SUBJECTS(KEYWORDS) Length: 15p Year New: 2006 U9610C Title: Salesmanship as Partnership Author(s): Billington, Jim Publication Date: 10/01/1996 Product Type: Harvard Management Update Article Abstract: The evolving wisdom of selling as a long-term engagement rather than manipulation or coercion is supported by four techniques outlined in this article. First, a salesperson must "diagnose the critical issues facing the buyer, and then align himself with the customer on those issues." Second, salespeople need to listen actively to their customers and demonstrate a willingness to go to heroic lengths to ensure the buyer's satisfaction. A salesperson must exercise her capacity to customize today's products and services with the help of information technology. This customization includes developing a complete solution and crafting a unique sales pitch to fit the prospective client. Finally, salespeople "must push themselves continually to gain insight into their own and their company's capabilities as well as their customers' needs." Subjects: Partnerships; Personal selling; Sales management; Sales strategy Length: 2p List Price: $4.50 98G003 Title: Samsung China: The Introduction of Color TV Author(s): Beamish, Paul W.; Sharp, David J.; Choi, Chang-Bum Publication Date: 05/11/1998 Revision Date: 10/03/2002 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Chung Yong, president of Samsung China Headquarters (SCH), was considering a recent meeting with the SCH marketing director responsible for developing a marketing strategy for the entire China market. The topic at the meeting was the marketing strategy for color TV, which had been chosen as the flagship product for the China market. Samsung had to decide whether it should focus on the low- or high-end market segment (or both), and whether to import or produce locally. Geographic Setting: China Industry Setting: Electronics industry Company Size: large Subjects: China; Home entertainment equipment; International business; International marketing; Market entry; Market segmentation Length: 20p Supplementary Materials: Teaching Note, (898G03), 7p, by Paul W. Beamish, Chang-Bum Choi, Kent E. Neupert 504051 Title: Samsung Electronics Co.: Global Marketing Operations Author(s): Quelch, John A.; Harrington,
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Anna Publication Date: 03/02/2004 Revision Date: 01/16/2008 Product Type: Case (Field) Abstract: Samsung's global marketing director is assessing how to build the global brand reputation of the company further and upgrade the company's worldwide brand image. To show how to build a global brand. May be used with: (R0310H) Optimal Marketing. Industry Setting: Electronics industry Number of Employees: 30,000 Gross Revenues: $20 billion revenues Event Year Start: 2003 Event Year End: 2003 Subjects: Brand management; Brands; Globalization; Marketing strategy Length: 32p Supplementary Materials: Case Video, (505701), 11 min, by John A. Quelch; Teaching Note, (505022), 8p, by John A. Quelch; Video, (505704), 15 min, by John A. Quelch; Case Video, DVD, (505700), 11 min, by John A. Quelch; Case Video, DVD, (505702), 15 min, by John A. Quelch; Case Video, Streaming, (1-179-6), 11 min, by John A. Quelch; Case Video, Streaming, (1-179-8), 15 min, by John A. Quelch Year New: 2004 505700 Title: Samsung Electronics Commercials, Video (DVD) Author(s): Quelch, John A. Publication Date: 07/01/2004 Product Type: Case Video, DVD Abstract: Presents 15 Samsung Electronics TV commercials in chronological order. Must be used with: (504051) Samsung Electronics Co.: Global Marketing Operations. Industry Setting: Consumer electronics Subjects: NO SUBJECTS(KEYWORDS) Length: 11 min Year New: 2005 505701 Title: Samsung Electronics Commercials, Video Author(s): Quelch, John A. Publication Date: 07/01/2004 Product Type: Case Video Abstract: Presents 15 Samsung Electronics TV commercials in chronological order. Must be used with: (504051) Samsung Electronics Co.: Global Marketing Operations. Industry Setting: Consumer electronics Subjects: Brand management; Brands; Globalization; Marketing strategy Length: 11 min List Price: $150.00 Year New: 2004
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505702 Title: Samsung Electronics Corp.: Eric Kim Interview, Video (DVD) Author(s): Quelch, John A. Publication Date: 08/01/2004 Product Type: Case Video, DVD Abstract: An interview with Samsung's chief marketing officer, Eric Kim. Video supplement to (9-504-051), to be shown to students as an update at the end of class. Must be used with: (504051) Samsung Electronics Co.: Global Marketing Operations. Industry Setting: Consumer electronics Subjects: NO SUBJECTS(KEYWORDS) Length: 15 min Year New: 2005 505704 Title: Samsung Electronics Corp.: Eric Kim Interview, Video Author(s): Quelch, John A. Publication Date: 08/01/2004 Product Type: Video Abstract: An interview with Samsung's chief marketing officer, Eric Kim. Video supplement to (9-504-051), to be shown to students as an update at the end of class. Must be used with: (504051) Samsung Electronics Co.: Global Marketing Operations. Industry Setting: Consumer electronics Subjects: Brand management; Brands; Globalization; Marketing strategy Length: 15 min List Price: $150.00 Year New: 2004 904A16 Title: Samsung: Redefining a Brand Author(s): Ritchie, Robin; Ye, Fan; Kim, Christian Publication Date: 07/30/2004 Revision Date: 08/14/2008 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: In less than a decade, Korea's Samsung has transformed itself from a maker of low-end consumer electronics into a legitimate rival to Japanese industry giants such as Sony and Panasonic. Success has been due largely to efforts to reposition Samsung as a provider of stylish, leading-edge digital technology. But shadows of the old brand image remain, spurred on by the continued availability of several of the company's traditional products. The president of Samsung Electronics Canada has been directed to solve this problem, prompting difficult choices regarding product, pricing, distribution, and promotion that threaten to hurt sales and short-run profits. Geographic Setting: Canada Industry Setting: Electronics industry Event Year Start: 2003 Event Year End: 2003 Subjects: Brands; Consumer marketing; Distribution; Electronics; Marketing management; Pricing; Product positioning Length: 20p Supplementary Materials: Teaching Note, (804A16), 11p, by Robin Ritchie Year New: 2005 582105 Title: San Fabian Supply Co. (B) Author(s): Malone, Claudine B.; Harrison, Neil Publication Date: 02/25/1982 Product Type: Supplement (Field) Abstract: Supplements San Fabian Supply Co. (Philippines). Must be used with: (582104) San Fabian Supply Co. (Philippines). Geographic Setting: Australia Industry Setting: Building materials industries Subjects: Australia; Building materials industry; Distribution channels; Distribution planning; International marketing Length: 8p 506S30 Title: San Fabian Supply Co. (Philippines), Spanish Version Author(s): Malone, Claudine B.; Harrison, Neil Publication Date: 02/25/1982 Product Type: LACC Case Abstract: MacDowell Corp., a producer of construction supplies, terminated its exclusive distribution arrangement with San Fabian Supply Co., its sole distributor in the Philippines for nearly 20 years. Paul Cheng, the owner of San Fabian, had to decide whether to accept MacDowell's decision or drop the line altogether. The case raises the notion of "relationships" in channels of distribution. MacDowell and San Fabian both felt that they were better positioned to serve the end-user and increase market penetration. Geographic Setting: Philippines Industry Setting: Building materials industries Subjects: NO SUBJECTS(KEYWORDS) Length: 18p Year New: 2006 582104 Title: San Fabian Supply Co. (Philippines) Author(s): Malone, Claudine B.; Harrison, Neil Publication Date: 02/25/1982 Revision Date: 11/14/1994 Product Type: Case (Field) Abstract: MacDowell Corp., a producer
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of construction supplies, terminated its exclusive distribution arrangement with San Fabian Supply Co., its sole distributor in the Philippines for nearly 20 years. Paul Cheng the owner of San Fabian had to decide whether to accept MacDowell's decision or drop the line altogether. The case raises the notion of "relationships" in channels of distribution. MacDowell and San Fabian both felt that they were better positioned to serve the end-user and increase market penetration. Geographic Setting: Philippines Industry Setting: Building materials industries Subjects: Australia; Building materials industry; Distribution channels; Distribution planning; International marketing Length: 18p Supplementary Materials: Supplement (Field), (582105), 8p, by Claudine B. Malone, Neil Harrison; Teaching Note, (585112), 13p, by Robert J. Dolan 908A13 Title: San Fransisco Coffee House: An American Style Franchise in Croatia Author(s): Alon, Ilan; Alpeza, Mirela; Erceq, Aleksandar Publication Date: 07/24/2008 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: On the return to their homeland of Croatia following a six-year visit to the United States, a couple has decided to open their own coffee house, one that is unique to the Croatian environment--a California-style coffee house that offers the quality, service, product assortment, ambiance and efficiency found in sophisticated coffee shops in developed markets, and all for a locally affordable price. The major challenge faced by the couple is how to grow. Specifically, should they consider franchising over organic growth? If so, how should they go about franchising in a country where the market is developing and where franchising is under-regulated, underdeveloped and misunderstood? This case can be used in entrepreneurship, retailing, international marketing or international business classes. The case provides a practical example of when and how to use franchising. Geographic Setting: Croatia Industry Setting: Non-alcoholic beverage industry; Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 11p Supplementary Materials: Teaching Note, (808A13), 10p, by Ilan Alon, Mirela
Marketing
Alpeza, Aleksandar Erceq 578124 Title: Sands, Taylor & Wood Author(s): Abell, Derek F.; Gupta, Ashis Publication Date: 01/05/1978 Revision Date: 03/23/1978 Product Type: Case (Field) Abstract: Describes a regional food products manufacturer and distributor's attempt to define the shape of its future activities. It links new product issues to the broader question of what product market strategy should be adopted both horizontally and vertically. Three major acquisitions have drastically altered the scope of the company's activities. The question now is whether further changes are required and how they should be achieved. Geographic Setting: United States Industry Setting: Food industry Company Size: small Gross Revenues: $22 million sales Subjects: Food processing industry; Marketing planning; Marketing strategy; Product introduction; Strategic planning Length: 24p 905A29 Title: Santa Fe Relocation Services: Regional Brand Management Author(s): Dawar, Niraj; Goodwin, Nigel Publication Date: 01/13/2006 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Sante Fe Relocation Services was a premium provider of relocation services based in Hong Kong. Founded in 1980, the company had built a reputation as a reliable, high-quality packer and mover of household goods. By 2000, the company also offered a full range of relocation support services, including visa and immigration applications, home searching, and cultural and language training. Santa Fe relocated expatriates and their families between Asian countries and between Asia and other regions. The company had its own staff and assets in Asia and managed its international operations through a network of partners. In 2005, the chief operating officer faced three key challenges: differentiating and positioning the brand in a crowded and often price-driven market; incorporating an expanded service line under the original brand and gaining market recognition for those additional services; and managing the brand across the Asian region with an effective balance of standardization vs. local adaptation. Geographic Setting: Asia; Hong Kong; Pacific Islands; Pacific Ocean Industry Setting: Transportation industry Event Year Start: 2005 Event Year End: 2005 Subjects: NO SUBJECTS(KEYWORDS) Length: 18p Supplementary Materials: Teaching Note, (805A29), 6p, by Niraj Dawar, Nigel Goodwin Year New: 2006 591013 Title: Satanic Verses (A) Author(s): Quelch, John A.; Smith, N. Craig; Stern, Aimee L. Publication Date: 06/06/1990 Revision Date: 11/20/1992 Product Type: Case (Library) Abstract: The major U.S. book store chains removed a controversial novel from their shelves following threats against the author. Senior executives at Waldenbooks have to reconsider their options after their principal competitor elected to reinstate the book. Not advertised per Case Records. Geographic Setting: United States Industry Setting: Book publishing; Retail industry Gross Revenues: $5 billion revenue Subjects: Distribution; Management of crises; Public policy; Retailing Length: 5p Supplementary Materials: Teaching Note, (591119), 5p, by John A. Quelch, Elisa M. Palter 591014 Title: Satanic Verses (B) Author(s): Quelch, John A. Publication Date: 07/11/1990 Revision Date: 11/20/1992 Product Type: Case (Pub Mat) Abstract: Describes Waldenbooks response to pressure to recommence openly selling the controversial novel, The Satanic Verses. Further describes the criticism received by U.S. publishers for attending a book fair in Iran later in 1989. Not advertised per Case Records. Geographic Setting: United States Industry Setting: Book publishing; Retail industry Subjects: Distribution; Ethics; Marketing strategy; Retailing Length: 4p Supplementary Materials: Teaching Note, (591119), 5p, by John A. Quelch, Elisa M. Palter 2085 Title: Saxonville Sausage Author(s): Moore, Kate Publication Date: 06/15/2007 Product Type: Case Abstract: Saxonville Sausage, a $1.5 billion manufacturer of pork sausage products, is experiencing financial stress because its leading product lines have
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lately produced declining revenues in product categories that are realizing no growth. However, one product line, an Italian sausage brand named Vivio, has recently experienced a significant increase in revenues, as has the entire Italian sausage category nationwide. Unfortunately, Vivio represents only 5% of the company's total revenues. Ann Banks, a seasoned marketing director, has been hired to expand Vivio, currently distributed in a few cities, especially in the northeastern U.S, into a powerful national brand. Depicts the sequence of steps Ann takes to determine the best positioning for the brand. These steps include analyzing and employing specific techniques for researching customers' needs, preferences, and values; using the learning from research to develop a motivation-centered characterization of the target consumer; eliciting tactical ideas from a cross-departmental team of colleagues for product "alterations," packaging, and other contributory elements in the branding program; and finally, choosing between two positionings that seem equally valid. Geographic Setting: Ohio Industry Setting: Food industry Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Supplementary Materials: Teaching Note, (2086), 15p, by Kate Moore, Diane Badame Year New: 2007 SM147 Title: Scalix Corp.: The Evolution of a Sales Model Author(s): Leslie, Mark; Lattin, James; Harkey, Mike Publication Date: 01/19/2006 Product Type: Case (Field) Publisher: Stanford University Abstract: Scalix Corporation, a Linuxbased, e-mail and calendaring software company, was founded in 2002 by Julie Hanna Farris while she was an entrepreneur-in-residence (EIR) at Mayfield, a venture capital firm in Menlo Park, CA. Describes the evolution of Scalix's sales model. As a start-up company, it attempted to sell directly to CIOs of large enterprises. After facing an uphill battle in that market and then experiencing a few successful sales to small public sector accounts, the company corrected its course. Industry Setting: Software industry Subjects: NO SUBJECTS(KEYWORDS) Length: 21p Supplementary Materials: Teaching Note, (S147TN), 5p, by Mark Leslie, James Lattin, Mike Harkey
Marketing
Year New: 2006 F0509D Title: Schizophrenia at GM Author(s): Trout, Jack Publication Date: 09/01/2005 Product Type: Harvard Business Review Article Abstract: You can execute product line extensions without confusing, and losing, your customers. Industry Setting: Automotive industry Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Year New: 2005 594125 Title: Scope and Challenge of Businessto-Business Marketing Author(s): Rangan, V. Kasturi; Isaacson, Bruce Publication Date: 06/01/1994 Product Type: Note Abstract: Identifies six key linkages that distinguish business-to-business marketing; three with respect to the external environment (i.e., derived demand, complex buying process, and concentrated customer base) and three with respect to the internal organization (emphasis on technology, high level of customization, and order fulfillment mechanism), which distinguish businessto-business marketing. These linkages give rise to unique challenges in analysis and execution of marketing decisions. After these challenges are discussed the organization is explained. The three core sections, following this introductory section, reflect the product life cycle theme: Managing New Products, Managing Mature Products, and Managing Product Market Diversity. Subjects: Industrial markets; Product life cycle; Product management Length: 9p 307035 Title: Scopie's Enlarged Gland Shrinker Author(s): Herzlinger, Regina E. Publication Date: 08/10/2006 Revision Date: 09/25/2006 Product Type: Case (Gen Exp) Abstract: Describes a firm that markets a laser for a fictional problem. Asks readers to evaluate Scopie's marketing and production strategy (it plans to start in India and then expand to the United States) and its long-term viability. Industry Setting: Medical equipment & device industry Subjects: NO SUBJECTS(KEYWORDS) Length: 14p Year New: 2006 580111 Title: Scott Paper International Author(s): Malone, Claudine B. Publication Date: 02/21/1980 Revision Date: 10/02/1981 Product Type: Case (Field) Abstract: Focuses on the terms of a joint venture in the Korean market. The terms are constrained by government regulations. A major competitor uses the political climate in an attempt to block government permission for manufacturing and marketing certain products. Industry Setting: Paper industry Company Size: Fortune 500 Gross Revenues: $1 billion sales Subjects: International marketing; Joint ventures; Korea; Market entry; Paper industry; Regulation Length: 47p 503S49 Title: Sealed Air Corp., Spanish Version Author(s): Dolan, Robert J. Publication Date: 03/11/1982 Revision Date: 09/24/1985 Product Type: LACC Case Abstract: Market leadership and technological innovation have marked Sealed Air's participation in the U.S. protective packaging market. Several small regional producers have introduced products which are less effective than Sealed Air's but similar in appearance and cheaper. The company must determine its response to this new competition. Feasible options range from doing nothing to introducing a new product. Raises product line management issues, particularly cannibalization, and affords the opportunity for the development of a marketing plan for any new product introduction. Geographic Setting: United States Industry Setting: Packaging, carton & container industries Gross Revenues: $88 million assets Subjects: Competition; Industrial markets; Marketing strategy; Packaging; Product introduction; Product lines Length: 20p 582103 Title: Sealed Air Corp. Author(s): Dolan, Robert J. Publication Date: 03/11/1982 Revision Date: 09/24/1985 Product Type: Case (Field) Abstract: Market leadership and technological innovation have marked Sealed Air's participation in the U.S. protective packaging market. Several small regional producers have introduced products which are less effective than Sealed Air's but similar in appearance and cheaper. The company
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must determine its response to this new competition. Feasible options range from doing nothing to introducing a new product. Raises product line management issues, particularly cannibalization, and affords the opportunity for the development of a marketing plan for any new product introduction. Software for this case is available (9-587-513). Geographic Setting: Global; New Jersey Industry Setting: Packaging, carton & container industries Gross Revenues: $88 million assets Subjects: Competition; Industrial markets; Marketing strategy; Packaging; Product introduction; Product lines Length: 17p Supplementary Materials: Teaching Note, (585110), 22p, by Robert J. Dolan; Teaching Note, (590078), 7p, by E. Raymond Corey BESTSELLER 589107 Title: Sealed Air Corp.: Marketing Impacts of Eliminating CFCs Author(s): Smith, N. Craig; Quelch, John A. Publication Date: 06/30/1989 Revision Date: 10/26/1992 Product Type: Case (Field) Abstract: Sealed Air manufactured PE foam using CFCs. Clear evidence of environmental harm caused by CFCs prompted consideration of alternative blowing agents at greater cost on an unprofitable product line and despite the absence of any legal requirement. The decision focuses on how big a commitment to the removal of CFCs the company is prepared to make and the marketing impacts of such a decision. The case includes the company's code of conduct and makes references to its social responsibilities in other areas. Teaching objectives: 1) to illustrate how marketing strategy can be implemented by ethical concerns even at an apparent commercial loss to the company; 2) to demonstrate that discussion of ethical/social responsibility issues is legitimate within a corporate setting; 3) to consider how corporate culture (and associated devices such as codes of conduct) can influence business ethics; 4) to consider marketplace pressures for ethical conduct by business, such that "good ethics is good business; " and 5) to show the interrelationship between marketing and other functions of the firm. Geographic Setting: United States Industry Setting: Packaging, carton & container industries Number of Employees: 2,400 Subjects: Corporate responsibility; Environmental protection; Ethics;
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Industrial markets; Marketing strategy; Pollution Length: 17p Supplementary Materials: Teaching Note, (593031), 13p, by John A. Quelch, N. Craig Smith M278 Title: Sears, Roebuck and Co. Author(s): Lal, Rajiv; Sood, Sanjay Publication Date: 01/02/1997 Revision Date: 10/01/1997 Product Type: Case (Field) Publisher: Stanford University Abstract: Arthur C. Martinez, newly appointed CEO of Sears Merchandise Group, must decide how to turn around Sears' slumping retail sales performance. After decades of dominance, Sears had lost its top retailing position to Wal-Mart. Martinez's task is to determine whether Sears should expand its most successful product lines, switch to higher-margin lines, or tout its strength as the last true one-stop-shopping department store. Geographic Setting: Chicago, IL Industry Setting: Retail industry Number of Employees: 335,000 Gross Revenues: $30, 518 million revenues Subjects: Advertising campaigns; Capital investments; Clothing; Consumer behavior; Distribution channels; Industry analysis; Retailing Length: 24p 594058 Title: Sears, Roebuck and Co.: The Merchandise Group--1993 Author(s): Bell, David E.; Starr, Dinny Publication Date: 10/27/1993 Revision Date: 05/25/1994 Product Type: Case (Library) Abstract: Discusses the challenges that face Sears after its restructuring in the fall of 1992, and the new strategic focus and how it is being spearheaded by Arthur Martinez, the CEO of the Merchandise Group. Takes place in October 1993. Teaching Purpose: For the second year MBA Retailing course to analyze and discuss the strategic change made by Sears in 1992-93. In addition, to promote discussion on what Sears should do next. Geographic Setting: Chicago, IL Industry Setting: Retail industry Company Size: large Number of Employees: 450,000 Gross Revenues: $52 billion revenues Subjects: Consumer marketing; Department stores; Marketing strategy; Restructuring; Retailing; Strategic market planning Length: 17p C9903B Title: The Secrets of Science and Direct-Mail Marketing Author(s): Zim, Marvin Publication Date: 03/01/1999 Product Type: Harvard Management Communication Letter Article Abstract: Practitioners call it direct mail (DM). The rest of us call it junk, or worse. If you have ever given the medium a second thought--and we believe that you soon may have to--you have probably found yourself wondering why direct-mail marketers are so foolish. For managers, knowing the answers to direct-mail related questions is critical. Subjects: Direct marketing; Management communication Length: 3p List Price: $4.50 500053 Title: Security Capital Pacific Trust: A Case for Branding Author(s): Fournier, Susan; Thorp, Sarah Publication Date: 01/14/2000 Revision Date: 10/31/2001 Product Type: Color Case Abstract: A real estate operations and investment trust is considering whether it should pursue branding as a strategic investment. Through interpretation of case data and video from focus groups, students deduce the consumer (cognitive, psychological, and economic), environmental, and company factors that are conducive to branding, thereby illuminating their understanding of when it makes sense to brand. Analysis of extensive survey data allows students to consider the secondary question about how to brand as they formulate brand-positioning recommendations. Includes color exhibits. May be used with: (500054) Selecting a New Name for Security Capital Pacific Trust. Geographic Setting: Englewood, CO Industry Setting: Real estate Number of Employees: 1,200 Gross Revenues: $300 million revenues Subjects: Brand management; Marketing management; Real estate; Service management Length: 30p Supplementary Materials: Case Video, (500503), 49 min, by Susan Fournier 500503 Title: Security Capital Pacific Trust: A Case for Branding, Video Author(s): Fournier, Susan Publication Date: 06/01/2000 Product Type: Case Video Abstract: Contains excerpts from focus groups conducted in Seattle and Denver
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that explore descriptions of a current apartment dwelling, choosing apartmentstyle living, the apartment search process, the apartment selection process, and thoughts on apartment management communities. Data can be analyzed, in conjunction with case survey data, to answer the questions of whether and how to brand Security Capital Pacific Trust (SCPT). (Note: Video is of poor quality.) Must be used with: (500053) Security Capital Pacific Trust: A Case for Branding. Industry Setting: Real estate Subjects: Brand management; Marketing management; Real estate; Service management Length: 49 min List Price: $150.00 584133 Title: Sedek Industries, Inc. (B) Author(s): Shapiro, Benson P. Publication Date: 06/13/1984 Revision Date: 04/09/1985 Product Type: Supplement (Gen Exp) Abstract: Supplements the (A) case. Must be used with: (584132) Sedek Industries, Inc. (A). Subjects: Ethics; Industrial markets; Legal aspects of business; Marketing management Length: 2p Supplementary Materials: Teaching Note, (585029), 11p, by Benson P. Shapiro 584134 Title: Sedek Industries, Inc. (C) Author(s): Shapiro, Benson P. Publication Date: 06/13/1984 Product Type: Supplement (Gen Exp) Abstract: Supplements the (A) case. Must be used with: (584132) Sedek Industries, Inc. (A). Subjects: Ethics; Industrial markets; Legal aspects of business; Marketing management; Pricing Length: 1p Supplementary Materials: Teaching Note, (585029), 11p, by Benson P. Shapiro 584135 Title: Sedek Industries, Inc. (D) Author(s): Shapiro, Benson P. Publication Date: 06/13/1984 Product Type: Supplement (Gen Exp) Abstract: Supplements the (A) case. Must be used with: (584132) Sedek Industries, Inc. (A). Subjects: Ethics; Industrial markets; Legal aspects of business; Marketing management; Purchasing Length: 1p Supplementary Materials: Teaching Note, (585029), 11p, by Benson P.
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Shapiro 584136 Title: Sedek Industries, Inc. (E) Author(s): Shapiro, Benson P. Publication Date: 06/13/1984 Product Type: Supplement (Gen Exp) Abstract: Supplements the (A) case. Must be used with: (584132) Sedek Industries, Inc. (A). Subjects: Ethics; Industrial markets; Legal aspects of business; Marketing management; Personal selling; Pricing Length: 2p Supplementary Materials: Teaching Note, (585029), 11p, by Benson P. Shapiro 584137 Title: Sedek Industries, Inc. (F) Author(s): Shapiro, Benson P. Publication Date: 06/13/1984 Product Type: Supplement (Gen Exp) Abstract: Supplements the (A) case. Must be used with: (584132) Sedek Industries, Inc. (A). Subjects: Bribery; Ethics; Industrial markets; Legal aspects of business; Marketing management; Personal selling Length: 1p Supplementary Materials: Teaching Note, (585029), 11p, by Benson P. Shapiro 584138 Title: Sedek Industries, Inc. (G) Author(s): Shapiro, Benson P. Publication Date: 06/13/1984 Product Type: Supplement (Gen Exp) Abstract: Supplements the (A) case. Must be used with: (584132) Sedek Industries, Inc. (A). Subjects: Bribery; Ethics; Industrial markets; Legal aspects of business; Marketing management; Personal selling; Purchasing Length: 2p Supplementary Materials: Teaching Note, (585029), 11p, by Benson P. Shapiro 584139 Title: Sedek Industries, Inc. (H) Author(s): Shapiro, Benson P. Publication Date: 06/13/1984 Product Type: Supplement (Gen Exp) Abstract: Supplements the (A) case. Must be used with: (584132) Sedek Industries, Inc. (A). Subjects: Ethics; Industrial markets; Legal aspects of business; Marketing management Length: 2p Supplementary Materials: Teaching Note, (585029), 11p, by Benson P. Shapiro 584140 Title: Sedek Industries, Inc. (I) Author(s): Shapiro, Benson P. Publication Date: 06/13/1984 Product Type: Supplement (Gen Exp) Abstract: Supplements the (A) case. Must be used with: (584132) Sedek Industries, Inc. (A). Subjects: Ethics; Industrial markets; Legal aspects of business; Marketing management Length: 1p Supplementary Materials: Teaching Note, (585029), 11p, by Benson P. Shapiro R0106J Title: See Your Brands Through Your Customers' Eyes Author(s): Lederer, Chris; Hill, Sam Publication Date: 06/01/2001 Product Type: Harvard Business Review Article Abstract: Subaru markets an L.L. Bean Outback station wagon. Dell stamps Microsoft and Intel logos on its computers. Such interweaving of different companies' brands is now commonplace. But one of the central tools of brand management--portfolio mapping--has not kept pace with changes in the marketplace. Most conventional brand maps include only those brands owned by a company, arranged along organizational lines with little regard for how the brands influence customer perceptions. In this article, the authors present a new mapping tool--the brand portfolio molecule--that includes all the brands that factor into a consumer's decision to buy, whether or not the company owns them. The first step in creating a brand portfolio molecule is to determine which brands should or should not be included. The second step is to classify each brand by asking five key questions: 1) How important is this brand to customers' purchase decisions about the brand you're mapping? 2) Is its influence positive or negative? 3) What market position does this brand occupy relative to the other brands in the portfolio? 4) How does this brand connect to the other brands in the portfolio? 5) How much control do you have over this brand? The last step is to map the molecule using a 3-D modeling program or by hand with pen and paper. Subjects: Brand management; Brands; Customer relations; Market positioning; Market research; Product portfolio management Length: 8p M273A Title: See's Candies: Japanese Market Entry (A)
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Author(s): Montgomery, David B.; Bekemeyer, Scott B.; Tanaka, Kelko Publication Date: 01/01/1993 Revision Date: 06/01/1993 Product Type: Case (Field) Publisher: Stanford University Abstract: See's Candies is a prestigious West Coast candy manufacturer. The first decision is whether See's should consider an expansion into Japan, particularly in view of their earlier Japan failure. If so, which of three potential partners should See's choose: JAL Trading Co., M.A.T., a small importer of Hawaiian host chocolates, or the Bank of Tokyo? Geographic Setting: Japan; United States Industry Setting: Candy & confectionary industry Subjects: Food; International marketing; Japan; Partnerships Length: 22p Supplementary Materials: Supplement (Field), (M273B), 4p, by David B. Montgomery, Scott B. Bekemeyer, Kelko Tanaka; Teaching Note, (M273T), 9p, by David B. Montgomery, Scott B. Bekemeyer, Kelko Tanaka M273B Title: See's Candies: Japanese Market Entry (B) Author(s): Montgomery, David B.; Bekemeyer, Scott B.; Tanaka, Kelko Publication Date: 01/01/1993 Revision Date: 06/01/1993 Product Type: Supplement (Field) Publisher: Stanford University Abstract: Presents the first-year results. Must be used with: (M273A) See's Candies: Japanese Market Entry (A). Geographic Setting: Japan Industry Setting: Food industry Subjects: Food; International marketing; Japan; Partnerships Length: 4p Supplementary Materials: Teaching Note, (M273T), 9p, by David B. Montgomery, Scott B. Bekemeyer, Kelko Tanaka 804160 Title: Seeing What's on Red Auerbach's Mind Author(s): Lassiter, Joseph B., III; Gourville, John T. Publication Date: 03/30/2004 Revision Date: 04/20/2004 Product Type: Note Abstract: Analysis of an interview with Red Auerbach, HBR No. 87201. Alan M. Webber, who conducted the interview, probed for the lessons that Auerbach has learned from a long and productive career coaching and managing the Boston Celtics, a professional basketball team in the National Basketball
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Association (NBA). The HBR article is used as a surrogate for a customer interview, providing the "raw data" for an analysis technique known as the trademarked Language Processing (LP) methodology, developed by professor Shoji Shiba of Tsukuba University and the member companies of the Cambridge, Massachusetts-based Center for Quality of Management. Includes color exhibits. May be used with: (87201) Red Auerbach on Management. Subjects: Interviews; Market research; Product development; Sports Length: 12p Year New: 2004 3328 Title: Seeking Customers (Hardcover) Author(s): Shapiro, Benson P.; Sviokla, John J. Publication Date: 04/09/1993 Product Type: HBS Press Book Abstract: In an increasingly complex and competitive business environment, having a goundbreaking new product is no longer a guarantee of success. Seeking Customers explores major changes in the process of identifying and attracting profitable customers, and brings new clarity to the critical relationships among selling, understanding customers, sales force management, distribution, pricing, marketing, and above all, account selection. The book goes far beyond the popular rhetoric of "market orientation" and "customer relationships" to argue that effective selling is a dynamic process that demands the commitment of the entire company. Outstanding Harvard Business Review authors such as Rowland Moriarty, Frank Cespedes, Stephen Doyle, Benson Shapiro, and Thomas Bonoma offer original insights and practical guidelines to help managers recognize and meet the challenges of selling today. Together with its companion volume, Keeping Customers, the book will provide managers with the essential tools for attracting customers and forging longterm relationships. Subjects: Customer relations; Customer service; Marketing strategy; Sales management Length: 368p List Price: $45.00 4421 Title: Seeking Customers/Keeping Customers/Field Guide to Marketing: Three-in-One Electronic Sourcebook Author(s): Shapiro, Benson P.; Sviokla, John J. Publication Date: 08/24/1994 Product Type: HBS Press Book Medium: Diskette Format: Mac Abstract: Expanded books combine the convenience of printed books with the interactive power of a computer. Designed for the popular PowerBook or any large-sceen Macintosh (both of which offer high-resolution on-screen reading), this expanded book contains the text of two best-selling HBS Press books (consisting of 40 HBR articles) and a glossary of marketing terms-along with features that only a technological product can offer: the ability to find words or phrases in an instant, copy and paste text (handy for writing papers or reports), move easily between the volumes to explore ideas nonsequentially, add margin comments, highlight text, and mark pages. In Seeking Customers, an esteemed group of HBR authors explores major changes in the process of identifying and attracting profitable customers. Keeping Customers, the companion volume, clearly illustrates how to reengineer the complex process of developing and retaining profitable, loyal customers-without sacrificing profits. The supplementary reference offers straightforward definitions of more than 400 marketing terms, covering marketing methods, new philosophies and tools, classic wisdom, and important companies and products. Subjects: Customer relations; Customer retention; Customer service; Loyalty; Marketing implementation; Marketing planning; Marketing strategy; Sales strategy List Price: $49.95 2798 Title: Seeking and Keeping Your Customers (Paperback) Publication Date: 07/01/1990 Product Type: HBS Press Book Abstract: Guidelines and case histories focus on the best ways to build better long-term relationships with your customers. This paperback collection of Harvard Business Review articles includes selections on managing customers for profits (not just sales), keeping a customer you can't afford to lose, and designing services that deliver customer satisfaction. HBR paperbacks are regularly revised with recent articles. Subjects: Customer relations; Customer service; Marketing implementation; Marketing strategy Length: 105p List Price: $19.95 594089 Title: Segmenting Customers in Mature Industrial Markets: An Application Author(s): Rangan, V. Kasturi
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Publication Date: 05/09/1994 Product Type: Note Abstract: In mature industrial markets, segmenting customers by size, industry, or product benefits alone rarely is sufficient. Customer behavior regarding trade-offs between price and service also becomes an important criterion. This note offers a framework to enable such buying-behavior-oriented microsegmentation of industrial customers. It uses the framework to segment the national accounts of a large industrial company and show how the results of the segmentation study may be used to redirect the firm's resources and customer segments. Subjects: Industrial markets; Market segmentation Length: 11p HKU658 Title: Seiko Watch Corporation: Moving Upmarket Author(s): Hoosain, Amir; Ho, Mary; Farhoomand, Ali; Hout, Thomas M. Publication Date: 06/27/2007 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: Founded in 1881, Seiko gained prominence for introducing the world's first quartz watch in 1969 and is often associated with the "quartz revolution" of the 1970s that threatened to destroy the Swiss watchmaking industry. Competition from inexpensive Chinese watch producers, a resurgent Swiss watch industry, domestic rivals, and a profusion of new fashion brands have led the company to reconsider its sales-oriented strategy of offering numerous products at various price points. Having become nearly obsolete in the face of quartz technology, the mechanical watch business was thriving once more, as a number of predominantly Swiss firms attracted luxury watch buyers. Since the 1960s, Seiko has produced luxury and complex mechanical watches for the domestic market under the brands "Grand Seiko" and "Credor." In 2003, Shinji Hattori, a great grandson of Seiko's founder became Seiko Watch Company's president and CEO and felt that Seiko should raise its perceived image outside Japan. In management's view, Seiko could claim distinction as the only "mechatronic manufacturer" in the world--a vertically integrated watchmaker that excelled in both mechanical watchmaking and micro-electronics. The launch of an innovative new watch movement--the Spring Drive--presented an opportunity for Seiko to make a timely foray into high-price segments in the international watch market. Examines the legacy of Seiko's watch business
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and provides a basic overview of the world watch industry. Considers the manner in which watches have evolved as a product category, and how a company like Seiko has attempted to reconcile its competitive advantage with its brand positioning in a highly crowded market. Geographic Setting: Japan Industry Setting: Consumer products Subjects: NO SUBJECTS(KEYWORDS) Length: 31p Supplementary Materials: Teaching Note, (HKU659), 12p, by Amir Hoosain, Mary Ho, Ali Farhoomand, Thomas M. Hout Year New: 2007 513143 Title: Selecting Channels of Distribution Author(s): Salmon, Walter J. Publication Date: 05/16/1969 Product Type: Note Abstract: The selection of channels of distribution to satisfy consumer interests in the purchase of particular products and the relationship of this task to other elements of marketing strategy. Subjects: Customer relations; Distribution channels; Marketing strategy Length: 19p 500054 Title: Selecting a New Name for Security Capital Pacific Trust Author(s): Fournier, Susan; Wojnicki, Andrea Publication Date: 01/14/2000 Product Type: Case (Field) Abstract: A methodology for selecting a new corporate brand name is explored, highlighting different types of names, criteria and hurdles in securing new names, and legal implications. Brand identity consultancy Lippincott & Margulies guided a real estate investment trust company through the process of selecting a new corporate brand name. May be used with: (501007) Renaming Computer Power Group; (500053) Security Capital Pacific Trust: A Case for Branding; (500055) Claiborne Asks Web Surfers to Name New Line; (502034) Naming the Edsel (Condensed); (500066) Naming the Edsel; (DMI001) Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies. Geographic Setting: Colorado Industry Setting: Real estate investment Subjects: Brand equity; Brand management; Brands; Communication strategy; Real estate Length: 13p Supplementary Materials: Teaching Note, (502029), 29p, by Susan Fournier, Laura Winig, Andrea Wojnicki, Eric A. Yorkston; Teaching Note, (502064), 29p, by Susan Fournier, Laura Winig, Andrea Wojnicki, Eric A. Yorkston 507045 Title: Sell Yourself! Author(s): Steenburgh, Thomas; Norton, Michael Publication Date: 11/20/2006 Product Type: Exercise Abstract: Helps students develop an effective sales pitch for their greatest asset--themselves. Also, broadens their understanding of how salespeople sell products and services. Before class, students are asked to interview a potential employer and to develop a preliminary sales pitch. Once in class, students work through an exercise that helps them refine the sales pitch and better understand several key marketing principles. Leads to an engaging and thought-provoking discussion. May be used with: (507039) Personal Selling and Sales Management. Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Supplementary Materials: Teaching Note, (507069), 6p, by Thomas Steenburgh, Michael Norton Year New: 2006 R0201J Title: Selling the Brand Inside Author(s): Mitchell, Colin Publication Date: 01/01/2002 Product Type: Harvard Business Review Article Abstract: When you think of marketing, chances are your mind goes right to your customers--how can you persuade more people to buy whatever it is you sell? But there's another "market" that's equally important: your employees. Author Colin Mitchell argues that executives by and large ignore this critical internal audience when developing and executing branding campaigns. As a result, employees end up undermining the expectations set by the company's advertising--either because they don't understand what the ads have promised or because they don't believe in the brand and feel disengaged or, worse, hostile toward the company. Mitchell offers three principles for executing internal branding campaigns. First, companies need to market to employees at times when the company is experiencing a fundamental challenge or change. Second, companies must link their internal and external marketing campaigns. And, third, internal branding campaigns should bring the brand alive for employees, creating an emotional connection to the company that
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transcends any one experience. It is a fact of business, writes Mitchell, that if employees do not care about or understand their company's brands, they will ultimately weaken their organizations. Subjects: Brand management; Brands; Communication; Communication in organizations; Employee attitude; Employee morale; Marketing management; Marketing planning Length: 7p C0209C Title: Selling the Leadership Message Author(s): Baldoni, John Publication Date: 09/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: The last few years have not been kind to the relationship between corporate leaders and their employees. Too many promises have been broken, layoffs have been carried out, and supposedly successful business have suddenly failed. You may think you're in the clear, but how can you cut through the cynicism and fire up your employees about the job at hand? Try communicating leadership in the same way you communicate any other corporate message: through effective marketing. Instead of selling your company's product, sell yourself and your vision. Subjects: Communication in organizations; Communication strategy; Leadership; Management communication; Marketing strategy Length: 2p List Price: $4.50 F0607B Title: Selling the Sales Force on Automation Author(s): Cotteleer, Mark; Inderrieden, Edward; Lee, Felissa Publication Date: 07/01/2006 Product Type: Harvard Business Review Article Abstract: Sales force automation (SFA) applications have great potential to enhance companies' sales processes. Yet, many reps strongly resist SFA implementation. Five recommendations can help smooth the integration. Industry Setting: Marketing research industry Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2006 R0407G Title: Selling to the Moneyed Masses Author(s): Nunes, Paul F.; Johnson, Brian A.; Breene, R. Timothy S. Publication Date: 07/01/2004
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Product Type: Harvard Business Review Article Abstract: Over the past decade, the distribution of household incomes has shifted so much that a much larger proportion of consumers now earns significantly higher-than-average incomes--while still falling short of being truly rich. As a result, what used to be a no man's land for new product introductions has in many categories become an extremely profitable "new middle ground." How can marketers capitalize on this new territory? The key, say the authors, is to rethink the positioning and design of offerings and the ways they can be brought to market. Procter & Gamble, for instance, redefined the positioning map for toothwhitening solutions by offering its $35 Whitestrips. P&G wisely positioned itself between the $400 bleaching technique that dental centers popularized and $2 to $8 whitening toothpaste. In product categories where the middle ground is already populated, it's important for companies to design or redesign offerings to compete. An example is the Polo shirt. How do you sell a man yet another one after he's bought every color he wants? Add some features, and call it a golf shirt. Here, marketers have introduced designs based on the concept of "occasional use" to stand out. Finally, companies wishing to reach the almost rich can change how they go to market. Consider Target Stores, which has pioneered a focus the company itself characterizes as upscale discount. The strategy has made Target an everyday shopping phenomenon among well-heeled urbanites and prosperous professionals. Industry Setting: Consumer products; Merchandising Subjects: Consumer goods; Consumer marketing; Market analysis; Marketing strategy; Product development; Product positioning Length: 10p Year New: 2004 7278 Title: Selling to the Moneyed Masses (HBR OnPoint Enhanced Edition) Author(s): Nunes, Paul F.; Johnson, Brian A.; Breene, R. Timothy S. Publication Date: 07/01/2004 Product Type: HBR OnPoint Article Abstract: Over the past decade, the distribution of household incomes has shifted so much that a much larger proportion of consumers now earns significantly higher-than-average incomes--while still falling short of being truly rich. As a result, what used to be a no man's land for new product introductions has in many categories become an extremely profitable "new middle ground." How can marketers capitalize on this new territory? The key, say the authors, is to rethink the positioning and design of offerings and the ways they can be brought to market. Procter & Gamble, for instance, redefined the positioning map for toothwhitening solutions by offering its $35 Whitestrips. P&G wisely positioned itself between the $400 bleaching technique that dental centers popularized and $2 to $8 whitening toothpaste. In product categories where the middle ground is already populated, it's important for companies to design or redesign offerings to compete. An example is the Polo shirt. How do you sell a man yet another one after he's bought every color he wants? Add some features, and call it a golf shirt. Here, marketers have introduced designs based on the concept of "occasional use" to stand out. Finally, companies wishing to reach the almost rich can change how they go to market. Consider Target Stores, which has pioneered a focus the company itself characterizes as upscale discount. The strategy has made Target an everyday shopping phenomenon among well-heeled urbanites and prosperous professionals. Industry Setting: Merchandising Subjects: Market analysis; Marketing strategy; Product development; Product positioning Length: 13p List Price: $6.50 Year New: 2004 1500 Title: Serve Your Customers--Efficiently and Profitably (HBR Article Collection) Author(s): Frei, Frances X.; Heskett, James L.; Jones, Thomas O.; Schlesinger, Leonard A.; Womack, James P.; Jones, Daniel T.; Sasser, W. Earl, Jr.; Loveman, Gary W. Publication Date: 11/01/2006 Product Type: HBR OnPoint Collection Abstract: You know the adage: "The customer's always right." This mantra has merit. Fail to give your customers exactly what they want, and you risk seeing them march off to rival companies--wallets in hand. But put your customers first at all costs, and you open a different can of worms: by catering to customers' whims, you inject costly inefficiency into every step of your operations. So, must you always choose between service quality and efficiency? No: Savvy companies are devising creative ways to provide top-notch service without sacrificing efficiency. Consider online auction giant eBay. The company pays virtually nothing to give customers exactly what they want. How?
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Customers--not employees--perform almost all the labor of buying and auctioning items on eBay's Web site. Offloading tasks to customers carries its own risks--including irritating or confusing them. But manage the process carefully, and you garner the benefits while avoiding the risks. This Harvard Business Review Article Collection shows you how. Subjects: NO SUBJECTS(KEYWORDS) Length: 43p List Price: $17.95 Year New: 2006 BH079 Title: Seven Keys to Improving Customer Satisfaction Programs Author(s): Garver, Michael S.; Gagnon, Gary B. Publication Date: 09/15/2002 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Quality award-winning firms use seven key activities that dramatically improve the contribution of customer value and satisfaction (CVS) data. Although CVS as a management process cannot be reduced to just these seven keys, the goal here is to help firms focus on the most important applications and elements of CVS programs. A research study was undertaken to examine these leading-edge firms and find out how they apply their best practices: a customer-focused culture; executive support, persistence, and intensity; a set of customer listening tools; training, training, and more training; linking performance measures; identifying improvement opportunities; and evaluating and rewarding CVS performance. Subjects: Consumer marketing; Customer relations; Marketing management Length: 8p NEW R00603 Title: Seven Rules of International Distribution Author(s): Arnold, David J. Publication Date: 11/01/2000 Product Type: Harvard Business Review Article Abstract: A multinational entering a new market in a developing country knows that on its own, it cannot master local business practices, meet regulatory requirements, hire and manage local personnel, and gain access to potential customers. So it partners with a local distributor. At first, sales take off, revenues grow, and the entry seems like
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a smart move. But when sales plateau, the corporation begins blaming the distributor for not investing sufficiently in business growth or expanding markets, and the distributor claims that it hasn't received enough support and that the corporation's expectations are too high. The key to solving such problems lies in recognizing that the phases are predictable and can be planned for. As a new business grows in an emerging market, its marketing strategy needs to evolve, and each sequential phase requires different skills, financial investments, and management resources. Subjects: Distribution; Distribution channels; Distribution planning; Emerging markets; International business; Market entry; Marketing organization Length: 7p GS18 Title: Seven-Eleven Japan Author(s): Whang, Seungjin; Saito, Hide; Van Horne, Steve; Koshijima, Casey; Ueda, Takafumi Publication Date: 12/01/1997 Revision Date: 05/23/2006 Product Type: Case (Field) Publisher: Stanford University Abstract: Describes Seven-Eleven Japan's logistics and information systems and how they support its retail strategy. Seven-Eleven Japan tracks hourly sales trends for individual items and replenishes and changes its assortment of products throughout the day to match its offering with customer demands. Geographic Setting: Japan Subjects: Information systems; Logistics; Supply chain Length: 13p 509031 Title: Shaklee Corporation: Corporate Social Responsibility Author(s): Comings, Alison; Marquis, Chris; Rangan, V. Kasturi Publication Date: 10/28/2008 Revision Date: 01/26/2009 Product Type: Color Case Abstract: Having bought Shaklee Corporation from Yamanouchi, Roger Barnett, its owner and CEO, wrestled with the question of how to grow the company and its reputation for environmental sustainability. In addition to preserving the "network marketing" nature of its sales channel (because it creates jobs and entrepreneurs), Barnett wished to take the business model to sub-Saharan Africa and South Asia. Gross Revenues: $500 million Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 20p 507042 Title: Shamrock Dairy Author(s): McNair MP; Kamins WA Publication Date: 06/27/1958 Product Type: Case (Field) Abstract: Concerns policy in a depressed price market. Industry Setting: Dairy industry Subjects: Agriculture; Competition; Legal aspects of business; Pricing strategy Length: 12p 903A31 Title: Shanghai COS Software Ltd. Author(s): Hardy, Kenneth G.; Zhang, Bin; Zhu, Patrick Publication Date: 10/28/2003 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Shanghai COS Software Ltd. designs and develops smart card operating systems. The company's marketing manager must decide the best basis for segmenting the burgeoning market for smart cards for wireless devices in China. She has excellent data on this duopoly market, the segments, and their buying criteria. In fact, she already has received significant orders for low-end cards from each of the two large customers. However, she and the senior management team must decide on the market positioning for this young high-tech start-up. She must select one of the two major customers whose size, structure, and procedures are quite different. She must also decide whether the company should market lowmargin/high-volume or high-margin/lowvolume products. Both products seem to have a very short life expectancy in the face of rapidly changing customer expectations. The investors in the company want it to achieve profitability fairly quickly and still adopt sustainable positioning in the marketplace. Geographic Setting: China Industry Setting: Service industries Company Size: small Event Year Start: 2003 Event Year End: 2003 Subjects: Business services; China; Decision making; Market segmentation; Marketing strategy; Product life cycle; Product positioning Length: 21p Supplementary Materials: Teaching Note, (803A31), 12p, by Kenneth G. Hardy, Bin Zhang, Patrick Zhu Year New: 2004
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98A023 Title: Shanghai Jahwa: Liushen Shower Cream (A) Author(s): Dawar, Niraj; Yuan, Peter Publication Date: 12/16/1998 Revision Date: 10/26/1999 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Shanghai Jahwa is the largest domestically-owned Chinese manufacturer of cosmetics and personal care products. In recent years, it has been part of a booming market with growth rates of 35% a year. This spectacular growth rate has attracted and been fuelled by the entry of major multinationals, including Unilever, Procter & Gamble, Shiseido, Kao, and others. The marketing challenge for Shanghai Jahwa is to carve out viable and defensible positions in the marketplace in the face of competition from some of the most powerful global players in the industry. This case illustrates management issues with respect to extending a very successful brand of Chinese eau-de-toilette into the shower cream product category. Unilever already has a strong and established shower cream on the market under its well-known Lux brand. In addition, other international players are entering the market. The case calls for the development of a brand strategy, taking into consideration market position, brand extension, and competitive issues. Geographic Setting: China Industry Setting: Cosmetic Company Size: mid-size Subjects: Brands; China; Competition; Cosmetics; Market positioning Length: 16p Supplementary Materials: Teaching Note, (898A23), 5p, by Niraj Dawar; Supplement (Field), (98A024), 5p, by Niraj Dawar, Peter Yuan 98A024 Title: Shanghai Jahwa: Liushen Shower Cream (B) Author(s): Dawar, Niraj; Yuan, Peter Publication Date: 10/27/1998 Product Type: Supplement (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Supplements the (A) case. Geographic Setting: China Industry Setting: Cosmetic Subjects: Brands; China; Competition; Cosmetics Length: 5p Supplementary Materials: Teaching Note, (898A23), 5p, by Niraj Dawar 98A026 Title: Shanghai Jahwa: The Maxam Brand
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Author(s): Dawar, Niraj; Yuan, Peter Publication Date: 12/16/1998 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Shanghai Jahwa is the largest domestically-owned Chinese manufacturer of cosmetics and personal care products. In recent years, it has been part of a booming market with growth rates of 35% a year. This spectacular growth rate has attracted and been fueled by the entry of major multinationals, including Unilever, Procter & Gamble, Shiseido, Kao, and others. The marketing challenge for Shanghai Jahwa is to carve out viable and defensible positions in the marketplace in the face of competition from some of the most powerful global players in the industry. This case illustrates management issues relating to a successful brand of cream. The two main flagship products, the Maxam Tremella Pearl Cream and the Maxam Hand Cream, have evolved in very different directions. The Tremella Pearl Cream is still popular in rural areas and is considered a mainstay of rural cosmetic use. The Maxam Hand Cream, on the other hand, is primarily an urban brand, which meets the need of urban women looking to soften their hands after they have been exposed to the cold and to detergents. However, in urban areas the brand is losing its appeal as foreign competitors roll out their international brands and products. The challenge is to renew the Maxam brand without losing the loyal customers of Tremella Pearl Cream. Geographic Setting: China Industry Setting: Cosmetic Company Size: mid-size Subjects: Brands; China; Competition; Cosmetics; Market positioning Length: 18p Supplementary Materials: Teaching Note, (898A26), 5p, by Niraj Dawar HKU650 Title: Shanghai Tang: The First Global Chinese Luxury Brand? Author(s): Park, Monica; Yim, Bennett Publication Date: 03/15/2007 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: When he created Shanghai Tang in 1994, Hong Kong businessman David Tang intended to launch China's first bona-fide luxury brand. In the first few years, Tang's flamboyant, crosscultural style and ties to celebrities fueled the buzz surrounding the brand. But the brand was unable to establish its core customer outside its home market of Hong Kong, and the company struggled to find a niche among successful, established global luxury brands. In 2005, under new leadership and revised creative direction, Shanghai Tang expanded into several regional markets worldwide, with a particular focus in Asia. But was the company on track to become the first global Chinese luxury brand? Geographic Setting: Hong Kong Industry Setting: Accessories industry; Apparel industry; Luxury goods Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Supplementary Materials: Teaching Note, (HKU651), 12p, by Monica Park, Bennett Yim Year New: 2007 M289A Title: Share Our Strength and American Express: Developing Marketing Alliances (A) Author(s): Grier, Sonya; Culp, Carrie D.; Stivers, Callie M. Publication Date: 10/01/1997 Product Type: Case (Field) Publisher: Stanford University Abstract: Focuses on Share Our Strength (SOS), a national nonprofit antihunger organization. Examines various decisions faced by SOS related to the establishment of marketing partnerships with American Express (AMEX) and Restaurants Unlimited, Inc. (RUI). The specific alliances involve two corporate sponsorship decisions, Taste of the Nation (TOTN) and Dine Across America (DAA), and one cause-related marketing partnership, Charge Against Hunger (CAH). This case provides background and history of SOS from its inception in 1984. Also details the organization's first key fund-raising event, TOTN. SOS's search for a corporate sponsor for TOTN revolves around consideration of American Express. It is up to the student to assess this opportunity. May be used with: (M289B) Share Our Strength and American Express: Developing Marketing Alliances (B). Geographic Setting: District of Columbia Subjects: Marketing implementation; Marketing planning; Marketing strategy; Nonprofit marketing; Nonprofit organizations; Social change; Social enterprise Length: 15p Supplementary Materials: Teaching Note, (M289T), 9p, by Sonya Grier, Carrie D. Culp, Callie M. Stivers M289B Title: Share Our Strength and American Express: Developing Marketing Alliances (B) Author(s): Grier, Sonya; Culp, Carrie
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D.; Stivers, Callie M. Publication Date: 10/01/1997 Product Type: Case (Field) Publisher: Stanford University Abstract: Focuses on Share Our Strength (SOS), a national nonprofit antihunger organization. Examines various decisions faced by SOS related to the establishment of marketing partnerships with American Express (AMEX) and Restaurants Unlimited, Inc. (RUI). The specific alliances involve two corporate sponsorship decisions, Taste of the Nation (TOTN) and Dine Across America (DAA), and one cause-related marketing partnership, Charge Against Hunger (CAH). This case discusses how the development of cause-related marketing partnerships with AMEX fueled SOS's growth. As a result SOS looks to further expand restaurant participation and develops a new partnership with RUI. They then look to Amex again as a sponsor to expand the DAA program nationally. The student must assess this partnership as well. May be used with: (M289A) Share Our Strength and American Express: Developing Marketing Alliances (A). Geographic Setting: District of Columbia Subjects: Marketing implementation; Marketing planning; Marketing strategy; Nonprofit marketing; Nonprofit organizations; Social change; Social enterprise Length: 15p Supplementary Materials: Teaching Note, (M289T), 9p, by Sonya Grier, Carrie D. Culp, Callie M. Stivers 2828 Title: Sharpening the Marketing Edge (Paperback) Author(s): HBR Publication Date: 07/01/1990 Product Type: HBS Press Book Abstract: This paperback collection of Harvard Business Review articles provides a sampling of recent writing on the marketing function. The selections include new looks at market research, marketing automation, the marketing concept, and service marketing. HBR paperbacks are regularly revised with recent articles. Subjects: Marketing management; Marketing mixes; Marketing strategy Length: 112p List Price: $19.95 587088 Title: Shawmut Corp. Author(s): Bonoma, Thomas V.; Crittenden, Victoria L. Publication Date: 10/31/1986 Product Type: Case (Field) Abstract: The marketing group at
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Shawmut Corp. was reconfigured in late 1984 in order to better address strategic marketing issues. Fully aware of the trends in banking toward segmentation and product rationalization, the new director of marketing introduced product management at Shawmut. Unlike many product management groups, however, marketing is a staff rather than line division. Thus, the marketing group does not have any responsibility over the success or failure of new and current products. This puts the director in the unwieldy position of developing reliable measures of effort in order to show that marketing does make a bottom line difference. Geographic Setting: Massachusetts Industry Setting: Financial services Number of Employees: 5,200 Subjects: Financial services; Line & staff management; Marketing organization; Performance measurement; Product management Length: 20p 513158 Title: Sheraton Corp. Author(s): Salmon, Walter J.; Swift SPI Publication Date: 03/06/1967 Revision Date: 05/30/1974 Product Type: Case (Field) Abstract: Concerns the pricing of rooms at the Sheraton Palace Hotel in San Francisco, and the possibility of making a physical addition to the hotel. Raising room rates slightly and/or building an additional 300 guest rooms are the measures contemplated to increase the hotel's contribution to profit. Geographic Setting: San Francisco, CA Industry Setting: Hotel industry Event Year Start: 1965 Event Year End: 1965 Subjects: Expansion; Hotels & motels; Marketing strategy; Pricing; Profit planning Length: 31p 578151 Title: Sheraton Palace Author(s): Corey, E. Raymond Publication Date: 02/01/1978 Product Type: Case (Field) Abstract: Discusses the pricing of rooms at the Sheraton Palace Hotel in San Francisco, and the possibility of making a physical addition to the hotel. Raising room rates and/or building an additional 300 guest rooms are the measures contemplated to increase the hotel's contribution to profit. Based on Sheraton Corp. by S.P.I. Swift and W.J. Salmon. Geographic Setting: San Francisco, CA Industry Setting: Hotel industry Event Year Start: 1965 Event Year End: 1965 Subjects: Expansion; Hotels & motels; Marketing strategy; Pricing; Product lines; Profit planning Length: 26p 75104 Title: Shifting Role of the Product Manager Author(s): Clewett RM; Stasch SF Publication Date: 01/01/1975 Product Type: Harvard Business Review Article Abstract: Data drawn from three empirical studies, as well as a survey of 124 product managers of consumer packaged goods companies shows that the product manager's role involves a wide range of tasks, with variations in his or her responsibility and authority depending on industry and environmental differences. This responsibility and authority involves three major types of activity: involvements in management tasks; participation in marketing decisions; and participation in budget and marketing plans. Subjects: Product management Length: 9p 905M17 Title: Shimla Dairy Products Private Ltd., India: Poised for Growth? Author(s): Rouse, Michael ; John, Navin Publication Date: 02/21/2005 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The technical director of Shimla Dairy Products, a governmentlicensed food manufacturer, has spent time working in the cheese industry in Australia. He has returned to India with new skills and ideas to share with the company. Cheese is a fairly new product in India and he must decide how best to take advantage of the growth potential in the Indian cheese market. He must consider issues of marketing, branding, production processes, operations, and customer focus. Geographic Setting: India Industry Setting: Food manufacturing industry Event Year Start: 2004 Event Year End: 2004 Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Supplementary Materials: Teaching Note, (805M17), 8p, by Michael Rouse, Navin John Year New: 2005 581158 Title: Shopfair Supermarkets (A) Author(s): Quelch, John A. Publication Date: 06/01/1981
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Revision Date: 08/19/1985 Product Type: Case (Field) Abstract: The marketing vice president of the leading supermarket chain in a major metropolitan area has to plan his 1981 strategy in light of increasing warehouse store competition. Considers relationships with major manufacturers who are supplying warehouse stores with deal merchandise. Geographic Setting: United States Industry Setting: Food industry; Retail industry Gross Revenues: $600 million sales Subjects: Consumer marketing; Marketing strategy; Retailing; Supermarkets; Wholesaling Length: 17p Supplementary Materials: Supplement (Field), (582071), 3p, by John A. Quelch; Teaching Note, (583020), 12p, by John A. Quelch 582071 Title: Shopfair Supermarkets (B) Author(s): Quelch, John A. Publication Date: 12/02/1981 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (581158) Shopfair Supermarkets (A). Industry Setting: Retail industry; Supermarkets Subjects: Consumer marketing; Marketing strategy; Retailing; Supermarkets; Wholesaling Length: 3p CMR191 Title: Shopping Online for Freedom, Control, and Fun Author(s): Wolfinbarger, Mary; Gilly, Mary C. Publication Date: 01/01/2001 Product Type: CMR Article Publisher: California Management Review Abstract: Consumers shop online for both goal-oriented and experiential reasons. However, goal-oriented motives are more common among online shoppers than are experiential motives. This article identifies and discusses attributes that facilitate goal-oriented online shopping, including accessibility/convenience, selection, information availability, and lack of unwanted sociality from retail sales help or shopping partners such as spouses. Importantly, consumers report that shopping online results in a substantially increased sense of freedom and control as compared to offline shopping. Although consumers are more likely to describe offline rather than online shopping in experiential terms, evidence of experiential motivation for online shopping is emerging. Also, although
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closing transactions at Web sites is one important e-commerce goal, companies should not lose site of the continuing importance and power of their Web sites as an information and communications vehicle. Industry Setting: Home shopping Subjects: Consumer behavior; Internet; Marketing strategy Length: 23p BH174 Title: Should I Advertise on the Interstate? Author(s): Rodgers, Jacci L.; Blackburn, Tara Publication Date: 11/15/2005 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: The highway logo signing program has existed for over 20 years. Since its inception, most motorists have become accustomed to relying on these blue signs to provide information on services available at each highway exit. However, there is little, if any, literature that examines the program as an advertising source and no formal literature that addresses the signing program from the perspective of the independent business owner. Provides service business owners with information about the highway logo signing program. Describes a five-step process that owners can follow to determine whether the venue is viable and the investment value added. Industry Setting: Service industries Subjects: NO SUBJECTS(KEYWORDS) Length: 6p Year New: 2005 R0807H Title: Should You Invest in the Long Tail? Author(s): Elberse, Anita Publication Date: 07/01/2008 Product Type: Harvard Business Review Article Abstract: The blockbuster strategy is a time-honored approach, particularly in media and entertainment. When space is limited on store shelves and in traditional distribution channels, producers tend to focus on a few likely best sellers, hoping that one or two big hits will carry the rest of their lists. But online retailing and the digitization of information goods have changed the commercial landscape: Virtual shelf space is infinite, consumers can search through innumerable options, and the marginal cost of reproducing and distributing products is low. What does that mean for the blockbuster strategy? In his 2006 book, The Long Tail: Why the Future of Business Is Selling Less of More, Chris Anderson, editor of Wired magazine, argues that the sudden availability of niche offerings more closely tailored to their tastes will lure consumers away from homogenized hits. The "tail" of the sales distribution curve, he says, will become longer, fatter, and more profitable. Elberse, a professor at Harvard Business School, set out to investigate whether Anderson's long-tail theory is actually playing out in today's markets. She focused on the music and home-video industries--two markets that Anderson and others frequently hold up as examples of the long tail in action-reviewing sales data from Nielsen SoundScan, Nielsen VideoScan, the online music service Rhapsody, and the Australian DVD-by-mail service Quickflix. What she found may surprise you: Blockbusters are capturing even more of the market than they used to, and consumers in the tail don't really like niche products much. Elberse outlines the implications of her research for producers and retailers, and offers strategic advice to both groups. Subjects: NO SUBJECTS(KEYWORDS) Length: 11p Year New: 2007 97501 Title: Should You Take Your Brand to Where the Action Is? Author(s): Aaker, David A. Publication Date: 09/01/1997 Product Type: Harvard Business Review Article Abstract: When markets turn hostile, it's no surprise that managers are tempted to extend their brands vertically--that is, to take their brands into a seemingly attractive market above or below their current positions. And for companies chasing growth, the urge to move into booming premium or value segments also can be hard to resist. The draw is indeed strong; and in some instances, a vertical move is not merely justified but actually essential to survival--even for top brands, which have the advantages of economies of scale, brand equity, and retail clout. But beware: leveraging a brand to access upscale or downscale markets is more dangerous than it first appears. Before making a move, then, managers should ascertain whether the rewards will be worth the risks. In general, David Aaker recommends that managers avoid vertical extensions whenever possible. There is an inherent contradiction in the very concept because brand equity is built in large part on image and perceived worth, and
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a vertical move can easily distort those qualities. Still, certain situations demand vertical extensions, and Aaker examines both the winners and the losers in the game. Subjects: Brands; Market segmentation; Marketing strategy Length: 9p HKU726 Title: Shui On: Branding Prospects for Sustainable Growth in China Author(s): Ho, Emily; Pretorius, Frederik Publication Date: 11/23/2006 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: Shui On Group, a Hong Kong based real estate company with extensive investments in China, leveraged its established relationship with the Shanghai government to obtain the rights to participate in a very large urban redevelopment project in the Shanghai metropolitan area, Taipingqiao, and built the now worldfamous Xintiandi retail and entertainment centre. The combination of historic preservation and creative modern design, coupled with fastidious attention to detail in execution, turned Xintiandi into one of Shanghai's hottest dining and entertainment spots. Regardless of the success of its signature development in Shanghai, there is still uncertainty whether Shui On can repeat its success in other Chinese cities and exploit the brand value of Xintiandi which was created to drive growth for the company in the future. Industry Setting: Real estate Subjects: NO SUBJECTS(KEYWORDS) Length: 23p Supplementary Materials: Teaching Note, (HKU727), 8p, by Emily Ho, Frederik Pretorius Year New: 2008 503021 Title: Siebel Systems: Anatomy of a Sale, Part 1 Author(s): Deighton, John; Narayandas, Das Publication Date: 08/26/2002 Revision Date: 01/24/2003 Product Type: Case (Field) Abstract: How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months--from Siebel's initial involvement to a challenge from competitor Oracle to the climax. The structure of Quick & Reilly's buying center is mapped, as is the role of its parent, Fleet Bank. The fortunes of the
Marketing
sale rise and fall as the Siebel account manager faces one obstacle after another. Presented in three parts, with opportunities to debate the account manager's choices and actions at each stage. Part 1 describes the start of the sale from the seller's perspective. May be used with: (503022) Siebel Systems: Anatomy of a Sale, Part 2; (503023) Siebel Systems: Anatomy of a Sale, Part 3. Geographic Setting: New York, NY; Boston, MA Industry Setting: IT industry Number of Employees: 8,000 Gross Revenues: $ 2 billion revenues Subjects: Banking; Customer relations; Information technology; Sales management; Sales strategy; Software Length: 9p Supplementary Materials: Teaching Note, (504087), 7p, by John Deighton, Das Narayandas NEW 9-504-P01 Title: Siebel Systems: Anatomy of a Sale, Part 1, Portuguese Version Author(s): Deighton, John; Narayandas, Das Publication Date: 08/26/2002 Revision Date: 01/24/2003 Product Type: LACC Case Abstract: How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over 4 years. Covers in detail the last 6 months--from Siebel's initial involvement to a challenge from competitor Oracle to the climax. The structure of Quick & Reilly's buying center is mapped, as is the role of its parent, Fleet Bank. The fortunes of the sale rise and fall as the Siebel account manager faces one obstacle after another. Presented in three parts, with opportunities to debate the account manager's choices and actions at each stage. Part 1 describes the start of the sale from the seller's perspective. Teaching Purpose: To analyze industrial buyer behavior and develop a selling strategy at the account level. Geographic Setting: New York, NY; Boston, MA Industry Setting: IT industry Number of Employees: 8,000 Gross Revenues: $ 2 billion revenues Subjects: Banking; Customer relations; Information technology; Sales management; Sales strategy; Software Length: 13p 506S29 Title: Siebel Systems: Anatomy of a Sale, Part 1, Spanish Version Author(s): Deighton, John; Narayandas, Das Publication Date: 08/26/2002 Revision Date: 01/24/2003 Product Type: LACC Case Abstract: How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months--from Siebel's initial involvement to a challenge from competitor Oracle to the climax. The structure of Quick & Reilly's buying center is mapped, as is the role of its parent, Fleet Bank. The fortunes of the sale rise and fall as the Siebel account manager faces one obstacle after another. Presented in three parts, with opportunities to debate the account manager's choices and actions at each stage. Describes the start of the sale from the seller's perspective. May be used with: (506S25) Siebel Systems: Anatomy of a Sale, Part 2, Spanish Version; (506S26) Siebel Systems: Anatomy of a Sale, Part 3, Spanish Version. Geographic Setting: Boston, MA; New York, NY Industry Setting: IT industry Number of Employees: 8,000 Gross Revenues: $ 2 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2006 503022 Title: Siebel Systems: Anatomy of a Sale, Part 2 Author(s): Deighton, John; Narayandas, Das Publication Date: 08/26/2002 Revision Date: 02/11/2003 Product Type: Case (Field) Abstract: How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months--from Siebel's initial involvement to a challenge from competitor Oracle to the climax. The structure of Quick & Reilly's buying center is mapped, as is the role of its parent, Fleet Bank. The fortunes of the sale rise and fall as the Siebel account manager faces one obstacle after another. Presented in three parts, with opportunities to debate the account manager's choices and actions at each state. Part 2 describes the start of the sale from the buyer's perspective. May be used with: (503021) Siebel Systems: Anatomy of a Sale, Part 1; (503023)
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Siebel Systems: Anatomy of a Sale, Part 3. Geographic Setting: New York, NY; Boston, MA Industry Setting: IT industry Number of Employees: 8,000 Gross Revenues: $ 2 billion revenues Subjects: Customer relations; Sales management; Sales strategy; Software Length: 4p Supplementary Materials: Teaching Note, (504087), 7p, by John Deighton, Das Narayandas NEW 9-504-P02 Title: Siebel Systems: Anatomy of a Sale, Part 2, Portuguese Version Author(s): Deighton, John; Narayandas, Das Publication Date: 08/26/2002 Revision Date: 02/11/2002 Product Type: LACC Case Abstract: How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over 4 years. Covers in detail the last 6 months--from Siebel's initial involvement to a challenge from competitor Oracle to the climax. The structure of Quick & Reilly's buying center is mapped, as is the role of its parent, Fleet Bank. The fortunes of the sale rise and fall as the Siebel account manager faces one obstacle after another. Presented in three parts, with opportunities to debate the account manager's choices and actions at each state. Part 2 describes the start of the sale from the buyer's perspective. Teaching Purpose: To analyze industrial buyer behavior and develop a selling strategy at the account level. Geographic Setting: New York, NY; Boston, MA Industry Setting: IT industry Number of Employees: 8,000 Gross Revenues: $ 2 billion revenues Subjects: Customer relations; Sales management; Sales strategy; Software Length: 6p 503023 Title: Siebel Systems: Anatomy of a Sale, Part 3 Author(s): Deighton, John; Narayandas, Das Publication Date: 08/26/2002 Product Type: Case (Field) Abstract: How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months--from Siebel's
Marketing
initial involvement to a challenge from competitor Oracle to the climax. The structure of Quick & Reilly's buying center is mapped, as is the role of its parent, Fleet Bank. The fortunes of the sale rise and fall as the Siebel account manager faces one obstacle after another. Presented in three parts, with opportunities to debate the account manager's choices and actions at each state. Part 3 describes the unfolding of the sale over a 4-year period. May be used with: (503021) Siebel Systems: Anatomy of a Sale, Part 1; (503022) Siebel Systems: Anatomy of a Sale, Part 2. Geographic Setting: New York, NY; Boston, MA Industry Setting: IT industry Number of Employees: 8,000 Gross Revenues: $ 2 billion revenues Subjects: Banking; Customer relations; Information technology; Sales management; Sales strategy; Software Length: 7p Supplementary Materials: Teaching Note, (504087), 7p, by John Deighton, Das Narayandas NEW 504P03 Title: Siebel Systems: Anatomy of a Sale, Part 3, Portuguese Version Author(s): Deighton, John; Narayandas, Das Publication Date: 08/26/2002 Product Type: LACC Case Abstract: How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over 4 years. Covers in detail the last 6 months--from Siebel's initial involvement to a challenge from competitor Oracle to the climax. The structure of Quick & Reilly's buying center is mapped, as is the role of its parent, Fleet Bank. The fortunes of the sale rise and fall as the Siebel account manager faces one obstacle after another. Presented in three parts, with opportunities to debate the account manager's choices and actions at each state. Part 3 describes the unfolding of the sale over a 4-year period. Teaching Purpose: To analyze industrial buyer behavior and develop a selling strategy at the account level. Geographic Setting: New York, NY; Boston, MA Industry Setting: IT industry Number of Employees: 8,000 Gross Revenues: $ 2 billion revenues Subjects: Banking; Customer relations; Information technology; Sales management; Sales strategy; Software Length: 7p 506S26 Title: Siebel Systems: Anatomy of a Sale, Part 3, Spanish Version Author(s): Deighton, John; Narayandas, Das Publication Date: 08/26/2002 Product Type: LACC Case Abstract: How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months--from Siebel's initial involvement to a challenge from competitor Oracle to the climax. The structure of Quick & Reilly's buying center is mapped, as is the role of its parent, Fleet Bank. The fortunes of the sale rise and fall as the Siebel account manager faces one obstacle after another. Presented in three parts, with opportunities to debate the account manager's choices and actions at each state. Describes the unfolding of the sale over a 4-year period. May be used with: (506S25) Siebel Systems: Anatomy of a Sale, Part 2, Spanish Version; (506S29) Siebel Systems: Anatomy of a Sale, Part 1, Spanish Version. Geographic Setting: Boston, MA; New York, NY Industry Setting: IT industry Number of Employees: 8,000 Gross Revenues: $ 2 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 7p Year New: 2006 593022 Title: Siemens Corp. (A): Corporate Advertising for 1992 Author(s): Greyser, Stephen A.; Klein, Norman Publication Date: 12/28/1992 Revision Date: 06/28/1996 Product Type: Case (Field) Abstract: Describes the approach of the German-based multinational company, Siemens Corp., to establishing an identity in the United States. The specific goals for the 1991-92 corporate advertising campaign are described. Examples of print and television messages are included, using the core theme "That was then--This is now." Target audiences are identified, and the program's media, budget, and methods of evaluating the campaign are also described. Acquaints students with the objective and detailed program specifics of corporate advertising campaigns. Examines how a non-U.S. based company seeks to build corporate awareness and identity in the U.S.
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despite very limited product exposure to consumers. May be used with: (596106) Siemens Corp. (B): Corporate Advertising for 1996; (593021) BASF: Corporate Advertising for 1992; (593023) Du Pont: Corporate Advertising for 1992. Geographic Setting: United States Industry Setting: Advertising industry Subjects: Advertising; International marketing; Public relations Length: 10p 596106 Title: Siemens Corp. (B): Corporate Advertising for 1996 Author(s): Greyser, Stephen A.; Klein, Norman Publication Date: 06/24/1996 Product Type: Case (Field) Abstract: Describes the television advertising and presents examples of the comparable print ads, then documents new measurement tools and presents the results of key surveys that address audience awareness. Also includes other relevant activities to support Siemens USA's corporate identity. These include umbrella activities, such as a presence in Atlanta for the Summer Olympics, joint trade activities, work with colleagues in Munich to support major projects in China, and the introduction of a Web page. May be used with: (593022) Siemens Corp. (A): Corporate Advertising for 1992; (593021) BASF: Corporate Advertising for 1992. Geographic Setting: United States Industry Setting: Advertising industry Gross Revenues: $8 billion revenues Subjects: Advertising; International marketing; Public relations Length: 10p M229A Title: Sierra Chemical Co. (A): The Challenge--Forecasting Author(s): Davis, Robert T. Publication Date: 01/01/1983 Revision Date: 05/01/1992 Product Type: Case (Field) Publisher: Stanford University Abstract: A newly appointed marketing VP for a firm that produces and sells slow-release fertilizers is troubled about the company's inability to execute an effective sales program. Even though sales growth seemed reasonable in dollars, unit volumes almost always fell short of forecasts. An extended field trip demonstrates a need to: change the attitude of the salesforce from horticultural specialists to aggressive salespeople, establish specific controls and reporting devices, develop incentives, and organize for growth. May be used with Sierra Chemical Co. (B):
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The Fix. Industry Setting: Agriculture industry Subjects: Agriculture; Market entry; Marketing strategy; Sales management Length: 13p M229B Title: Sierra Chemical Co. (B): The Fix Author(s): Davis, Robert T. Publication Date: 01/01/1983 Revision Date: 05/01/1992 Product Type: Case (Field) Publisher: Stanford University Abstract: Presents a summary of changes introduced with the first year. Copies of relevant documents are included. Should be used with Sierra Chemical Co. (A): The Challenge-Forecasting. Industry Setting: Agriculture industry Subjects: Agriculture; Market entry; Marketing strategy; Sales management Length: 28p Supplementary Materials: Supplement (Field), (M229C), 5p, by Robert T. Davis; Supplement (Field), (M229D), 2p, by Robert T. Davis M229C Title: Sierra Chemical Co. (C) Author(s): Davis, Robert T. Publication Date: 01/01/1986 Revision Date: 05/01/1992 Product Type: Supplement (Field) Publisher: Stanford University Abstract: Presents a summary of growth and changes after ten years. Must be used with: (M229B) Sierra Chemical Co. (B): The Fix. Industry Setting: Agriculture industry Subjects: Agriculture; Market entry; Marketing strategy; Sales management Length: 5p M229D Title: Sierra Chemical Co. (D): Some Final Considerations, Appendix Author(s): Davis, Robert T. Publication Date: 01/01/1983 Product Type: Supplement (Field) Publisher: Stanford University Abstract: Presents comments regarding the case. Must be used with: (M229B) Sierra Chemical Co. (B): The Fix. Industry Setting: Agriculture industry Subjects: Agriculture; Market entry; Marketing strategy; Sales management Length: 2p 502S10 Title: Signode Industries, Inc. (A), Spanish Version Author(s): Moriarty, Rowland T., Jr.; May, David; Swartz, Gordon Publication Date: 08/08/2002 Product Type: LACC Case Abstract: Signode Industries' packaging division manufactures steel and plastic strapping. In 1981 the company underwent the largest leveraged buyout in U.S. corporate history. The case focuses on the packaging division's need to maintain high profitability in a declining market for steel strapping. Since 1974, Signode has been losing 1% per year of the steel strapping market. Since then, there has also been significant erosion of prices. The division president is faced with 1) decreasing price to increase market share, or 2) maintain/increase prices to increase cash flow. The specific decision revolves around the potential adoption of a priceflex system that is designed to authorize selective discounting by the division's sales personnel. Geographic Setting: Glenview, IL Industry Setting: Steel industry Company Size: mid-size Gross Revenues: $250 million sales Subjects: Industrial markets; Packaging; Pricing; Pricing strategy; Steel Length: 22p 586059 Title: Signode Industries, Inc. (A) Author(s): Moriarty, Rowland T., Jr.; May, David; Swartz, Gordon Publication Date: 11/14/1985 Revision Date: 04/15/1990 Product Type: Case (Field) Abstract: Signode Industries' packaging division manufactures steel and plastic strapping. In 1981 the company underwent the largest leveraged buyout in U.S. corporate history. The case focuses on the packaging division's need to maintain high profitability in a declining market for steel strapping. Since 1974, Signode has been losing 1% per year of the steel strapping market. Since then, there has also been significant erosion of prices. The division president is faced with 1) decreasing price to increase market share, or 2) maintain/increase prices to increase cash flow. The specific decision revolves around the potential adoption of a priceflex system that is designed to authorize selective discounting by the division's sales personnel. May be used with: (503072) Customer Migration and Customer Types. Geographic Setting: Glenview, IL Industry Setting: Steel industry Company Size: mid-size Gross Revenues: $250 million sales Subjects: Industrial markets; Packaging; Pricing; Pricing strategy; Steel Length: 18p Supplementary Materials: Supplement (Field), (586060), 2p, by Rowland T. Moriarty Jr., Gordon Swartz; Supplement
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(Field), (586061), 2p, by Rowland T. Moriarty Jr., Gordon Swartz; Supplement (Field), (586062), 1p, by Rowland T. Moriarty Jr., Gordon Swartz; Teaching Note, (588023), 28p, by Rowland T. Moriarty Jr., Gordon Swartz 586060 Title: Signode Industries, Inc. (B) Author(s): Moriarty, Rowland T., Jr.; Swartz, Gordon Publication Date: 11/14/1985 Revision Date: 07/25/1989 Product Type: Supplement (Field) Abstract: Describes whether the company adopts the price-flex policy discussed in the (A) case. Price increase in steel strapping raw materials is rescinded by steel industry. Must be used with: (586059) Signode Industries, Inc. (A). Industry Setting: Steel industry Subjects: Industrial markets; Packaging; Pricing; Pricing strategy; Steel Length: 2p Supplementary Materials: Teaching Note, (588023), 28p, by Rowland T. Moriarty Jr., Gordon Swartz 586061 Title: Signode Industries, Inc. (C) Author(s): Moriarty, Rowland T., Jr.; Swartz, Gordon Publication Date: 11/14/1985 Revision Date: 07/25/1989 Product Type: Supplement (Field) Abstract: Continues the discussion of the price-flex policy described in the (A) case and the (B) case. Must be used with: (586059) Signode Industries, Inc. (A). Industry Setting: Steel industry Subjects: Industrial markets; Packaging; Pricing; Pricing strategy; Steel Length: 2p Supplementary Materials: Teaching Note, (588023), 28p, by Rowland T. Moriarty Jr., Gordon Swartz 586062 Title: Signode Industries, Inc. (D) Author(s): Moriarty, Rowland T., Jr.; Swartz, Gordon Publication Date: 11/14/1985 Revision Date: 07/25/1989 Product Type: Supplement (Field) Abstract: Signode's packaging division president makes a final decision on the price-flex policy. Must be used with: (586059) Signode Industries, Inc. (A). Industry Setting: Steel industry Subjects: Industrial markets; Packaging; Pricing; Pricing strategy; Steel Length: 1p Supplementary Materials: Teaching Note, (588023), 28p, by Rowland T.
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Moriarty Jr., Gordon Swartz M262 Title: Silicon Graphics, Inc.--1987 Author(s): Lattin, James Publication Date: 01/01/1991 Revision Date: 01/01/1993 Product Type: Case (Field) Publisher: Stanford University Abstract: In January of 1987, Ed McCracken, president and CEO of Silicon Graphics, contemplated the future direction of his company. One year earlier, the company had embarked on an ambitious effort to develop a highperformance computer graphics workstation with an architecture based on a new 32-bit RISC microprocessor. McCracken was now concerned with looking ahead to Silicon Graphics' next generation of product, and he was weighing two possible options: either the company could invest in developing an even higher performance workstation, exploiting the potential of the new RISC architecture and reasserting the company's dominance of the highperformance market, or the company could try to develop a fully functional graphics workstation at a lower price point, in order to make graphics computing available to a much wider market. Geographic Setting: Northern California Industry Setting: Information systems Gross Revenues: $40 million revenues Subjects: Computer systems; New product marketing; Product design; Product development; Product lines; Silicon Valley Length: 17p Supplementary Materials: Teaching Note, (M262T), 12p, by James Lattin M274 Title: Silicon Graphics, Inc.: Project "Full House" Author(s): Keller, Kevin L.; Kimerling, Leslie; Lattin, James Publication Date: 01/01/1995 Revision Date: 04/01/1994 Product Type: Case (Field) Publisher: Stanford University Abstract: Silicon Graphics, a designer and manufacturer of high-performance graphics workstations, is preparing for the release of its latest workstation (code named "Full House") in January 1993. The "Full House" team had already made a number of marketing decisions regarding the new line of visual computing workstations including setting sales objectives, pricing, and identifying key target markets and distribution channels. Still one major issue remains unsolved: branding the new product line. Two distinct points of view have emerged: one argues that this new product should be branded as an extension of the Indigo, a workstation introduced in July of 1991; the other advocates establishing a distinct brand identity for "Full House." The case provides an opportunity for the discussion of branding strategy in a high technology market. Geographic Setting: Northern California Industry Setting: Information systems Number of Employees: 8,000 Gross Revenues: $2 billion revenues Subjects: Advertising; Brands; Computer systems; High technology products; Product introduction; Silicon Valley Length: 23p 3980 Title: Simply Better: Winning and Keeping Customers by Delivering What Matters Most (Hardcover) Author(s): Barwise, Patrick; Meehan, Sean Publication Date: 07/08/2004 Product Type: HBS Press Book Abstract: In their relentless quest for differentiation, many companies have neglected the very activities that matter most to customers. This refreshingly straightforward book argues that it is not the addition of unique gizmos or features that wins and keeps customers, but the steadfast delivery of the basics, such as products that actually work and reliable services that take place on time. Fresh company examples show how lasting competitive advantage comes not from being radically different, but from being Simply Better at delivering what customers really want. Patrick Barwise is professor of Management and Marketing at London Business School. Sean Meehan is the Martin Hilti Professor of Marketing and Change Management at IMD, Lausanne, Switzerland. Industry Setting: Consumer products Subjects: Communication strategy; Competitive advantage; Customer relations; Market positioning; Service management Length: 240p List Price: $28.95 Year New: 2004 504025 Title: Singapore Airlines: Customer Service Innovation (A) Author(s): Deshpande, Rohit; Hogan, Hal Publication Date: 07/22/2003 Revision Date: 05/28/2008 Product Type: Case (Field) Abstract: The members of Singapore Airlines' (SIA) management committee needs to decide whether to cancel the
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implementation of the new lie-flat seats in business class after the effects of the global recession on the travel industry in September 2001. SIA was considered the gold standard for its innovative customer service, and the $100 million new seats project for the international market was planned to bolster that reputation. But with increased competition in the airline industry and the dramatic drop in travel after the September 11 terrorist attacks in the United States, the main agenda item for the management committee was how to cut costs. Geographic Setting: Singapore Industry Setting: Airline industry Subjects: Airlines; Asia; Brands; Customer retention; Customer service; Decision making; Innovation; International marketing; Loyalty; Recessions Length: 27p Supplementary Materials: Supplement (Field), (504026), 2p, by Rohit Deshpande, Hal Hogan NEW 504026 Title: Singapore Airlines: Customer Service Innovation (B) Author(s): Deshpande, Rohit; Hogan, Hal Publication Date: 07/22/2003 Revision Date: 02/15/2005 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (504025) Singapore Airlines: Customer Service Innovation (A). Geographic Setting: Asia Subjects: Airlines; Asia; Brands; Customer retention; Customer service; Decision making; Innovation; International marketing; Loyalty; Recessions Length: 2p NEW 598067 Title: The Size of the Global Poverty Sector Author(s): Rangan, V. Kasturi; Walker, Patricia Publication Date: 02/02/1998 Product Type: Note Abstract: Poverty is a global phenomenon and billion of dollars are spent to alleviate it. In 1994, this spending totaled over $450 billion dollars in the United States and over $443 billion by governments in developing countries, yet poverty persists. The authors describe the global poverty sector in terms of its size, institutions, and financial resources allocated to alleviate poverty. They argue that an effective and sustainable solution to
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poverty begins with treating the poor as customers. Teaching Purpose: Defines the size of the poverty sector. Geographic Setting: Global Subjects: Developing countries Length: 16p IMD042 Title: The Skisailer: Marketing a Young Investor's Dream Author(s): Turpin, Dominique; Kashani, Kamran Publication Date: 01/01/1998 Revision Date: 03/18/2003 Product Type: Case (Field) Publisher: IMD - International Institute for Management Development Abstract: A new product combining windsurfing and skiing runs into trouble during its first year of worldwide sales. A group of MBA students studies the problem and collects market data. The product's inventor is left with the task of taking action to save the invention from imminent disaster. What should he do? Geographic Setting: Switzerland; Global Industry Setting: Sporting goods & equipment industry Company Size: small Subjects: New product marketing; Product introduction; Sales strategy; Sports; Switzerland Length: 19p Supplementary Materials: Teaching Note, (IMD043), 9p, by Kamran Kashani, David Hover NEW BH167 Title: Slowing the Adoption and Diffusion Process to Enhance Brand Repositioning: The Consumer Driven Repositioning of Dunlop Volley Author(s): Beverland, Michael; Ewing, Michael Publication Date: 09/15/2005 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: What should you do when your brand becomes "hot" overnight among influential endorsers? Do you exploit this sudden rise in popularity and mainstream the brand, or do you attempt to slow the diffusion process and seek to understand how to market to these consumers? Drawing on the case of Dunlop Volley in Australia, the authors argue that mainstreaming the brand by targeting later adopters results in a short-term fashion cycle rather than creating long-term brand value. Because these brands are "discovered" by consumers, marketers must first understand the value system underlying this adoption and then fit the marketing program to these values. In the case of Dunlop Volley, slowing diffusion rates was achieved through four tactics: rejecting hard-sell marketing, appearing authentic, targeting alternative distribution channels, and delaying launch to the mainstream audience. These activities ensured the ongoing credibility of the brand with endorsers and helped revitalize a brand long thought dead. Geographic Setting: Australia Subjects: NO SUBJECTS(KEYWORDS) Length: 7p Year New: 2005 R00610 Title: Smart Customers, Dumb Companies Author(s): Locke, Christopher Publication Date: 11/01/2000 Product Type: Harvard Business Review Article Abstract: Customers today are being bombarded with an overwhelming array of choices. To alleviate customer frustration, say Steven Cristol and Peter Sealey in Simplicity Marketing, companies should stop creating new brands and product extensions. Better to consolidate product and service functions by following a four R approach: replace, repackage, reposition, and replenish. That's an outmoded, dictatorial view of markets, says Christopher Locke. Far from being stymied by choices, customers are rapidly becoming smarter than the companies that pretend to serve them. In this networked economy, people are talking among themselves, and that changes everything. Locke predicts we'll see a growing number of well-defined micromarkets--groups of customers converging in real time around entertaining and knowledgeable voices-such as NPR's car guys and the Motley Fool investment site. "Micromedia" Web sites will replace traditional advertising because they'll provide credible usersupplied news about products and services. Locke contends that an open exchange of information solves the "problem" of choice much better than manipulative strategies like simplicity or even permission marketing. Subjects: Brands; Consumer marketing; Market segmentation; Marketing strategy Length: 5p 1694CF Title: Smarter Segmentation: Finding the Right Customers, A Conversation with David Meer of Marakon & Associates, and Ann Marks of Dow Jones & Company, A Harvard Business School Publishing Best Practice Briefing
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Author(s): Meer, David; Marks, Ann Publication Date: 11/29/2006 Product Type: Conference Abstract: You need to reach new, profitable customers. You must decide which new products and services have the greatest potential. You have allocated your marketing budget across a bewildering array of choices. Yet the traditional tools of segmentation that could help inform those decisions aren't nearly as useful as they once were. But fresh approaches to non-demographic segmentation, as first reported by Daniel Yankelovich and David Meer in the pages of Harvard Business Review, are yielding valuable insights that can drive profit and growth. In this interactive, 90minute presentation Meer, along with Ann Marks of Dow Jones, will explore the components of a smart segmentation strategy. Among the topics they will cover are: how to differentiate between segmentations meant to strengthen brand vs. those capable of telling you which markets to enter and which products to make; which form of consumer behavior is most important for marketers to focus on; how to know when your current segmentations have lost their usefulness and must be recast. Grounded in research and supported by real-world examples, this program is essential for anyone who needs to better understand the implications of customer behavior. Join us before you make your next major expenditure on marketing or product development. Subjects: NO SUBJECTS(KEYWORDS) Length: 90 min List Price: $299.00 Year New: 2006 F0204D Title: A Smarter Way to Sell Commodities Author(s): Lurie, Robert S.; Kohli, Ajay K. Publication Date: 04/01/2002 Product Type: Harvard Business Review Article Abstract: Many commodities sellers resort to price cuts to attract customers; they fail to realize that their customers will pay premium prices for the right deals. The secret lies in reducing customers' risks. Subjects: Commodity markets; Industrial markets; Market segmentation Length: 1p HKU043 Title: Smartex: An Electronic Cash System Author(s): Farhoomand, Ali F.; Tocquer, Gerard; Kwan, Eva Y.H. Publication Date: 01/01/1999
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Product Type: Case (Library) Publisher: University of Hong Kong Abstract: Mercantile Bank of Australia, together with six other Australian banks, acquired a license to issue Smartex, a smart-card-based electronic cash system, in Australia. Australia had been a popular country for conducting smartcard trials because it possessed a sophisticated telecommunications infrastructure and a highly urbanized population that had demonstrated keenness toward adopting new technologies. The case examines the process used by Smartex licensees to develop and launch Smartex in Australia. Also, the second-generation Smartex chip, which has a multifunctional capability, will soon be available. How should the Smartex licensees promote this new chip to make use of its enhanced capability without confusing consumers? Geographic Setting: Sydney Industry Setting: Banking industry Subjects: Australia; Banking; Consumer behavior; Innovation; Marketing strategy Length: 20p Supplementary Materials: Teaching Note, (HKU044), 7p, by Ali F. Farhoomand, Gerard Tocquer, Eva Y.H. Kwan M281 Title: SmithKline Beecham (SB) Author(s): Lal, Rajiv; Leschly, Mark Publication Date: 01/01/1996 Product Type: Case (Field) Publisher: Stanford University Abstract: In April 1994, just one week before officially taking over as CEO, Jan Leschly faced one of the most difficult decisions of his career. The management team had been negotiating with United Healthcare Corp., one of the largest HMOs, for the acquisition of one of its wholly-owned subsidiaries, Diversified Pharmaceutical Services (DPS). If pursued, the acquisition of DPS (a pharmacy benefit management company) would be a dramatic shift, moving SmithKline Beecham (SB) from being merely a product manufacturer to a service provider and manager of health care costs. The bold initiative would be expensive--approximately $2.3 billion. The upcoming board meeting would be the opportunity for Leschly and the newly appointed chairman of SmithKline Beecham Pharmaceuticals to articulate their strategic vision for the company and how SB could best position itself to ensure its future success. Was the acquisition price simply too high, relative to the benefits and potential increased product sales? Was the acquisition too aggressive? Geographic Setting: Philadelphia, PA Industry Setting: Pharmaceutical industry; Health care industry Number of Employees: 52,300 Subjects: Direct marketing; Distribution planning; Hospital administration; Information services; Information technology; Pharmaceuticals Length: 34p 592053 Title: SmithKline Beecham Animal Health Author(s): Goldberg, Ray A.; Theobald, David M. Publication Date: 11/11/1991 Revision Date: 12/04/1991 Product Type: Case (Field) Abstract: Consolidation in the livestock industry is occuring on a global basis. How does a newly formed merger of a European and U.S. animal health division compete in a global market? Demonstrates the changing market of animal health and indicates how two firms with different cultures can combine to meet new global challenges. Geographic Setting: Global Industry Setting: Animal production Number of Employees: 3,500 Gross Revenues: $500 million revenues Subjects: Agribusiness; Cross cultural relations; International marketing Length: 34p 588046 Title: SmithKline Consumer Products: The Contac Relaunch Author(s): Kosnik, Thomas J.; Lai, Jennifer L. Publication Date: 02/02/1987 Revision Date: 01/11/1989 Product Type: Case (Field) Abstract: In March 1986, a tamperer contaminated CONTAC Cold Capsules, SmithKline Consumer Product's most popular product. To relaunch CONTAC after withdrawing it from the market, the management team had to present a plan of action to the corporation board. They knew CONTAC's 25 year-old brand franchise was built on its image as a capsule with "tiny time pills" inside, yet also recognized that media reports were turning public sentiment against all capsules. Technology that would reduce capsule vulnerability or produce a solid caplet alternative was available only through competitors. Consumer and trade promotions decisions also had to be made, and the pricing implications of the relaunch costs addressed. The relaunch had to be in place by August 1 of the same year if it was to be at all successful. Geographic Setting: Philadelphia, PA Industry Setting: Pharmaceutical industry
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Company Size: mid-size Gross Revenues: $146 million sales Subjects: Competition; Consumer goods; Marketing implementation; Marketing mixes; Pharmaceuticals Length: 22p Supplementary Materials: Teaching Note, (589016), 16p, by Thomas J. Kosnik 595049 Title: Smithfield Foods, Inc. Author(s): Goldberg, Ray A.; Travis, Quintus Publication Date: 12/01/1994 Product Type: Case (Field) Abstract: One of the largest vertically integrated hog companies has to decide how to position the company in the food system in the middle of a surplus hog cycle. Teaching Purpose: Provides students with a case of a company changing a major commodity system and the challenge of positioning the company in the future. Withdrawn 08/07/01. Geographic Setting: Global Industry Setting: Hog & pork Number of Employees: 8,000 Gross Revenues: $1 billion revenues Subjects: Agribusiness; Food; Marketing strategy Length: 25p 900015 Title: Smithfield Foods, Inc. Author(s): Goldberg, Ray A.; Knoop, Carin-Isabel; Lane, David Publication Date: 12/06/1999 Revision Date: 06/06/2000 Product Type: Case (Field) Abstract: Smithfield has become the number-one pork producer and processor in the world--given all the changes in the global agribusiness industry. How does the company develop its future strategy? A rewritten version of an earlier case. Geographic Setting: Global Industry Setting: Agribusiness; Food industry Gross Revenues: $5 billion revenues Subjects: Agribusiness; Food; Global Research Group; Marketing strategy Length: 23p 574028 Title: Smithville Co. Author(s): Shapiro, Benson P.; Schou DT Publication Date: 09/18/1973 Revision Date: 07/21/1975 Product Type: Case (Field) Abstract: Ms. Katherine O'Brien, marketing vice president is attempting to decide whether or not to replace Smithville's existing team of independent, multiline representatives with a company-run sales force.
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Provides extensive sales costs and cost estimates and provides a basis for discussion of less tangible benefits of both selling routes. Geographic Setting: United States Industry Setting: Commercial art products; Household product industry Gross Revenues: $7 million sales Subjects: Household products; Personal selling; Sales management Length: 27p 590040 Title: Smoke Wars: The Case for and Against the Cigarette Industry Author(s): Rangan, V. Kasturi Publication Date: 10/02/1989 Revision Date: 10/28/1992 Product Type: Case (Library) Abstract: Describes the arguments for and against the tobacco industry. With the per capita demand for cigarettes steadily declining by 2% to 3% every year, the tobacco companies have been using various approaches to stem the tide. Many such moves, however, have come under attack from public policy activists, whose proactive moves themselves have come under attack from cigarette companies. Geographic Setting: Global Industry Setting: Tobacco industry Gross Revenues: $30 billion revenues Subjects: Advertising; Exports; Health; New product marketing; Public policy; Social enterprise; Tobacco industry Length: 24p Supplementary Materials: Teaching Note, (591092), 11p, by V. Kasturi Rangan; Teaching Note, (392142), 10p, by Joseph L. Badaracco Jr., Allen Webb 505S14 Title: Snapple, Spanish Version Author(s): Deighton, John Publication Date: 06/04/1999 Revision Date: 12/05/2003 Product Type: LACC Case Abstract: Tells the story of Snapple's rise and fall, and poses the question "Can it recover?" Many soft-drink brands flourished in the 1980s serving New York's Yuppies, but only Snapple made the big time. It went from local to national success and was poised to go international when the founders sold out to Quaker. The brand proved harder to manage than Quaker anticipated and in 1997 was sold for a fraction of its acquisition price. The case presents factors accounting for the growth and decline and provides a qualitative study of the brand. What action should the new owners take? Geographic Setting: New York, NY Industry Setting: Beverage industry Number of Employees: 500 Gross Revenues: $500 million revenues Subjects: Beverages; Brands; Distribution; Entrepreneurship; Market positioning; Marketing management; Strategic market planning Length: 17p 599126 Title: Snapple Author(s): Deighton, John Publication Date: 06/04/1999 Revision Date: 12/05/2003 Product Type: Case (Field) Abstract: Tells the story of Snapple's rise and fall, and poses the question "Can it recover?" Many soft-drink brands flourished in the 1980s serving New York's Yuppies, but only Snapple made the big time. It went from local to national success and was poised to go international when the founders sold out to Quaker. The brand proved harder to manage than Quaker anticipated and in 1997 was sold for a fraction of its acquisition price. The case presents factors accounting for the growth and decline and provides a qualitative study of the brand. What action should the new owners take? May be used with: (509710) Mr. Nelson Peitz, Fouding Partner, Trian Partners Interviewed by Professor John Quelch, Video (VHS). Geographic Setting: New York, NY Industry Setting: Beverage industry Number of Employees: 500 Gross Revenues: $500 million revenues Subjects: Beverages; Brands; Distribution; Entrepreneurship; Market positioning; Marketing management; Strategic market planning Length: 17p Supplementary Materials: Teaching Note, (500033), 7p, by John Deighton; Case Video, (505709), 10 min, by John A. Quelch; Case Video, DVD, (505711), 10 min, by John A. Quelch; Case Video, DVD, (506703), 5 min, by John Deighton; Case Video, (506704), 5 min, by John Deighton BESTSELLER 505709 Title: Snapple-Wendy 2004, Video Author(s): Quelch, John A. Publication Date: 03/01/2005 Product Type: Case Video Abstract: Presents an interview with "Wendy the Snapple Lady" in 2004. Must be used with: (599126) Snapple. Subjects: Beverages; Brands; Distribution; Entrepreneurship; Market positioning; Marketing management; Strategic market planning Length: 10 min List Price: $100.00 Year New: 2005
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505711 Title: Snapple-Wendy 2004, Video (DVD) Author(s): Quelch, John A. Publication Date: 03/01/2005 Product Type: Case Video, DVD Abstract: Presents an interview with "Wendy the Snapple Lady" in 2004. Must be used with: (599126) Snapple. Subjects: NO SUBJECTS(KEYWORDS) Length: 10 min Year New: 2005 571018 Title: Sodaburst (A) Author(s): Greyser, Stephen A. Publication Date: 09/01/1970 Product Type: Case (Field) Abstract: The product manager for a new instant ice cream soda considers message strategy and product appeals to be used in advertising in light of research information and competitive information. Geographic Setting: United States Industry Setting: Convenience food industry Company Size: large Event Year Start: 1964 Event Year End: 1964 Subjects: Advertising; Food; Market research; Marketing strategy; Product management Length: 6p 502010 Title: Sony AIBO: The World's First Entertainment Robot Author(s): Moon, Youngme Publication Date: 08/16/2001 Revision Date: 10/19/2005 Product Type: Color Case Abstract: The Sony AIBO is the world's first "entertainment" robot. Positioned as a household "companion," the $1,500 AIBO has become a smash hit in Japan, appealing to both the young and the old, including those with little technical expertise. In the United States, the AIBO is in hot demand among "techies" infatuated with high-tech gadgets; however, it has yet to catch on with the mainstream. The task for Takeshi Yazawa, VP and general manager of Sony Entertainment Robot America, is to figure out how to market the AIBO to the American masses. Includes color exhibits. Geographic Setting: California Industry Setting: Robotic Number of Employees: 181,800 Gross Revenues: $58.5 billion revenues Subjects: Innovation; Japan; Technology Length: 20p Supplementary Materials: Teaching
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Note, (503095), 17p, by Youngme Moon 503S82 Title: Sony AIBO: The World's First Entertainment Robot, Spanish Version Author(s): Moon, Youngme Publication Date: 08/16/2001 Revision Date: 04/23/2003 Product Type: LACC Case Abstract: The Sony AIBO is the world's first "entertainment" robot. Positioned as a household "companion," the $1,500 AIBO has become a smash hit in Japan, appealing to both the young and the old, including those with little technical expertise. In the United States, the AIBO is in hot demand among "techies" infatuated with high-tech gadgets; however, it has yet to catch on with the mainstream. The task for Takeshi Yazawa, VP and general manager of Sony Entertainment Robot America, is to figure out how to market the AIBO to the American masses. Geographic Setting: California Industry Setting: Robotic Number of Employees: 181,800 Gross Revenues: $58.5 billion revenues Subjects: Innovation; Japan; Technology Length: 23p 506S01 Title: Sony Corp.: Car Navigation Systems, Spanish Version Author(s): Quelch, John A.; Fujikawa, Yoshinori Publication Date: 10/20/2096 Revision Date: 01/14/1998 Product Type: LACC Case Abstract: In the summer of 1996, Masao Morita, president of Sony Personal Mobile Communication Co., contemplated how to formulate its multinational marketing strategy for the fast-changing car navigation systems market. Morita needed to resolve the conflicting views within his company regarding several key issues, including geographical market focus, product selection, and standard setting. Geographic Setting: Europe; Japan; United States Industry Setting: Electronics industry Gross Revenues: $43 billion revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 36p Year New: 2006 597032 Title: Sony Corp.: Car Navigation Systems Author(s): Quelch, John A.; Fujikawa, Yoshinori Publication Date: 10/20/1996 Revision Date: 01/14/1998 Product Type: Case (Field) Abstract: In the summer of 1996, Masao Morita, president of Sony Personal Mobile Communication Co., contemplated how to formulate its multinational marketing strategy for the fast-changing car navigation systems market. Morita needed to resolve the conflicting views within his company regarding several key issues, including geographical market focus, product selection, and standard setting. Geographic Setting: Japan; Europe; United States Industry Setting: Electronics industry Gross Revenues: $43 billion revenues Subjects: Innovation; International marketing; Japan; Marketing strategy; Product introduction Length: 34p Supplementary Materials: Teaching Note, (598082), 12p, by John A. Quelch 508071 Title: Sony Digital Entertainment, Japan Author(s): Elberse, Anita Publication Date: 03/04/2008 Revision Date: 11/12/2008 Product Type: Case (Field) Abstract: It is late 2007. So-called cell phone ("keitai") novels have turned into an extremely popular form of entertainment on the go in Japan, in particular among young, female readers. In fact, consisting mostly of love stories written by amateurs in short sentences and containing little plot or character development, cell phone novels republished in book form and even remade as movies have come to dominate mainstream media content. At media giant Sony, Ken Munekata, CEO of Sony Pictures Entertainment (SPE), and Atsushi Fukuda, President of Sony Digital Entertainment (SDE), are attempting to craft an adequate response. After establishing SDE as a 100% subsidiary of Sony Japan, they now develop a wide range of digital content offerings for mobile phone users, mostly original content "made in Japan"-including keitai novels. But can SDE's subscription model compete in a market dominated by free keitai novel offerings? And, more generally, do Sony's current keitai initiatives move the company in the right strategic direction? Allows for an in-depth examination of viable business models for established media companies competing in digital markets dominated by user-generated, advertising-supported content. Also enables an assessment of the economics of producing and distributing traditional films and books versus digital (cell phone) content. Geographic Setting: Japan Industry Setting: Arts, entertainment &
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sports; Book publishing; Cellphone; Film industry; Media; Telecommunications industry Number of Employees: 163,000 Gross Revenues: $75 billion Event Year Start: 2007 Event Year End: 2007 Subjects: NO SUBJECTS(KEYWORDS) Length: 20p Year New: 2008 505024 Title: Sony EyeToy Author(s): Elberse, Anita; Moon, Youngme Publication Date: 07/28/2004 Revision Date: 03/08/2007 Product Type: Case (Field) Abstract: In early 2004, less than a year after its launch, Sony's EyeToy, a unique video gaming concept, had become a tremendous success across Europe. Developed for use with Sony's PlayStation 2 console, the revolutionary technology allowed users standing in front of a small camera to interact with game objects appearing on a television screen just by moving their bodies. Sales for the first EyeToy product ("Play"), a bundle of the camera and software, exceeded all expectations. However, sales for the second product ("Groove") were disappointing. Was it time for the EyeToy team to rethink its product development and marketing strategy? How could the team sustain EyeToy's initial success and prove that the concept was not a fad? Geographic Setting: Europe Industry Setting: Videogame Number of Employees: 162,000 Gross Revenues: $62 billion revenues Event Year Start: 2004 Event Year End: 2004 Subjects: Brand management; Communication strategy; Consumer goods; Consumer marketing; Entertainment industry; Europe; Innovation; Market positioning; Market segmentation; Marketing strategy; Product development Length: 23p Supplementary Materials: Teaching Note, (505074), 19p, by Youngme Moon, Anita Elberse Year New: 2005 9-508-076 Title: Sony PlayStation 3: Game Over? Author(s): Ofek, Elie Publication Date: 03/10/2008 Revision Date: 04/14/2008 Product Type: Case (Library) Abstract: Outlines the challenges faced by Sony with the launch of its PlayStation 3. Information on the 2006 and 2007 holiday seasons and the
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success of rival consoles is outlined. In addition, the case allows examining the costs and revenues associated with a business model based on the sale of the hardware and game titles. Can be used with "Home Video Games: Generation Seven" (505-072), which provides supplementary information on the industry. Industry Setting: Game industry; Publishing industry Event Year Start: 2006 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 26p Year New: 2008 502016 Title: Sony PlayStation2 (A) Author(s): Deshpande, Rohit; Schulman, Seth M. Publication Date: 08/07/2001 Revision Date: 09/25/2002 Product Type: Case (Library) Abstract: In early 1999, the president of Sony Computer Entertainment, Inc., had to determine the appropriate U.S. launch strategy for the next-generation video game player, Sony PlayStation2. Despite the success of the original PlayStation1, new competitors and an uncertain consumer environment make the launch difficult. A rewritten version of an earlier case. Geographic Setting: Japan Industry Setting: Videogame Gross Revenues: $56.6 billion revenues Subjects: Entertainment industry; Home entertainment equipment; Innovation; Japan; New product marketing Length: 27p 9-505-P01 Title: Sony PlayStation2 (A), Portuguese Version Author(s): Deshpande, Rohit; Schulman, Seth M. Publication Date: 08/07/2001 Revision Date: 09/25/2002 Product Type: LACC Case Abstract: In early 1999, the president of Sony Computer Entertainment, Inc., had to determine the appropriate U.S. launch strategy for the next-generation video game player, Sony PlayStation2. Despite the success of the original PlayStation1, new competitors and an uncertain consumer environment make the launch difficult. Teaching Purpose: Positioning of a line extension, sustainability of marketing strategy, and global market competition. A rewritten version of an earlier case. Geographic Setting: Japan Industry Setting: Videogame Gross Revenues: $56.6 billion revenues Subjects: Entertainment industry; Home entertainment equipment; Innovation; Japan; New product marketing Length: 29p KEL195 Title: Sony-FIFA Partnership Marketing Program: The Value of Sponsorship Author(s): Jeffery, Mark; Mishra, Saurabh Publication Date: 06/01/2006 Product Type: Case (Field) Abstract: On April 6, 2005, Sony Corporation announced the signing of a global partnership program contract with the Federation Internationale de Football Association (FIFA) and the organizer of the FIFA World Cup. The contract, which represented the first global marketing and communications platform for the Sony Group, would run from 2007 to 2014 with a contract value (excluding services and product leases) of 33.0 billion yen (approximately $305 million). This was a very significant marketing investment for Sony, since the cost of event sponsorship with advertising was typically two or three times the cost of the sponsorship rights; hence, Sony was potentially investing a billion dollars or more on FIFA-related marketing campaigns over the next several years. Many Sony senior executives were questioning the return on investment (ROI) of the FIFA sponsorship opportunity. Geographic Setting: Global Industry Setting: Consumer electronics; Sports industry Subjects: NO SUBJECTS(KEYWORDS) Length: 18p 503S03 Title: Sorrell Ridge: Slotting Allowances, Spanish Version Author(s): Quelch, John A.; Stern, Aimee L. Publication Date: 06/12/1990 Product Type: LACC Case Abstract: Management is attempting to penetrate the California retail grocery market with the company's line of all-fruit preserves. Substantial up-front fees (slotting allowances) have been requested by the chains. Management must decide how to respond. Geographic Setting: United States Industry Setting: Food industry Company Size: small Subjects: Distribution; Food; Marketing strategy; Sales promotions Length: 19p 591011 Title: Sorrell Ridge: Slotting Allowances Author(s): Quelch, John A.; Stern,
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Aimee L. Publication Date: 06/12/1990 Revision Date: 08/29/1994 Product Type: Case (Field) Abstract: Management is attempting to penetrate the California retail grocery market with the company's line of all-fruit preserves. Substantial up-front fees (slotting allowances) have been requested by the chains. Management must decide how to respond. Geographic Setting: United States Industry Setting: Food industry Company Size: small Gross Revenues: $6 million revenues Subjects: Distribution; Food; Marketing strategy; Sales promotions Length: 15p Supplementary Materials: Teaching Note, (591063), 8p, by John A. Quelch, Paul W. Farris 580107 Title: Sources of External Marketing Data Author(s): Corey, E. Raymond; Daniells, Lorna M. Publication Date: 03/01/1980 Revision Date: 09/29/1986 Product Type: Miscellaneous Educational Material Abstract: An annotated bibliography of basic statistical and marketing information sources and services meant to help students and business researchers who are undertaking a business, economic or market research project. It describes and discusses sources of U.S. government statistics, nongovernment statistics, industry statistics, foreign statistics; marketing guides and services, advertising statistics, forecasting sources; basic reference tools such as bibliographies, indexes, directories, data banks, names of marketing periodicals and associations. Industry Setting: Information services Subjects: Forecasting; Industry structure; Information services; Market research; Polls & surveys Length: 67p 900A24 Title: South African Breweries International: Devising a China Market Strategy Author(s): Dawar, Niraj; Everatt, Donna Publication Date: 09/26/2000 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: South African Breweries (SAB) was the only profitable international brewer in the crowded and hyper-competitive beer market in China. SAB's keen understanding of emerging market environments allowed it to
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develop a unique strategy for the Chinese market that resulted in large market shares in each of the provinces in which it was present. However, it served only 5% of China's immense population. The managing director was faced with decisions: how to expand to other markets where SAB's approach would be replicated, how SAB could expand its successful business model to new markets, and what would happen when it ran head-to-head with a global giant or a well-positioned local competitor. Geographic Setting: China Industry Setting: Wholesale Company Size: large Subjects: Brands; China; Corporate strategy; Emerging markets; Marketing strategy Length: 23p 508034 Title: South Dakota Wheat Growers Author(s): Bell, David E.; Shelman, Mary Publication Date: 01/03/2008 Revision Date: 02/11/2008 Product Type: Case (Field) Abstract: As a farmer-owned cooperative, South Dakota Wheat Growers (SDWG) serves the needs of its 3,600 active farmer-members by supplying farm inputs and organizing the marketing and transportation of grain produced in the co-op's service territory. For almost 80 years, the majority of grain was shipped out of the area by rail to markets in the East and the Pacific Northwest. However, the recent expansion in ethanol production is changing the pattern of grain flow along with stimulating the local farm economy. SDWG's management and producer board must decide how to continue to meet the needs of their producer-owners under the new conditions. Industry Setting: Agribusiness; Agriculture industry Subjects: NO SUBJECTS(KEYWORDS) Length: 40p Year New: 2008 502S11 Title: Southwest Airlines (A), Spanish Version Author(s): Lovelock, Christopher H. Publication Date: 08/08/2002 Product Type: LACC Case Abstract: Southwest Airlines, a small intrastate carrier serving Dallas, Houston and San Antonio, begins service in 1971 in the face of competition by two larger, entrenched airlines. Improved quality service, lower prices, and innovative advertising and promotional strategy bring Southwest to the brink of profitability in early 1973, when its major competitor halves fares on Southwest's major route. Management wonders what response to make. Exhibits include cost and revenue data. Southwest Airlines (C), which may be used as an alternative to the (A) case, focuses on advertising and promotional strategy through June 1971. Geographic Setting: Texas Industry Setting: Airline industry Company Size: small Gross Revenues: $6 million sales Subjects: Advertising strategy; Airlines; Development stage enterprises; Marketing strategy; Pricing strategy; Public relations; Services Length: 29p Year New: 2008 575060 Title: Southwest Airlines (A) Author(s): Lovelock, Christopher H. Publication Date: 12/01/1974 Revision Date: 02/19/1985 Product Type: Case (Field) Abstract: Southwest Airlines, a small intrastate carrier serving Dallas, Houston and San Antonio, begins service in 1971 in the face of competition by two larger, entrenched airlines. Improved quality service, lower prices, and innovative advertising and promotional strategy bring Southwest to the brink of profitability in early 1973, when its major competitor halves fares on Southwest's major route. Management wonders what response to make. Exhibits include cost and revenue data. Southwest Airlines (C), which may be used as an alternative to the (A) case, focuses on advertising and promotional strategy through June 1971. May be used with: (575061) Southwest Airlines (B); (575135) Southwest Airlines (D). Geographic Setting: Texas Industry Setting: Airline industry Company Size: small Gross Revenues: $6 million sales Subjects: Advertising strategy; Airlines; Development stage enterprises; Marketing strategy; Pricing strategy; Public relations; Services Length: 26p Supplementary Materials: Teaching Note, (575134), 12p, by Christopher H. Lovelock; Case Video, (883510), 10 min, by Christopher H. Lovelock 575061 Title: Southwest Airlines (B) Author(s): Lovelock, Christopher H. Publication Date: 12/01/1974 Product Type: Case (Field) Abstract: Describes Southwest's response to a competitive fare cut and the results, bringing the action up to late March 1973, when management must
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make additional decisions on marketing strategy with both short- and long-range implications. Southwest Airlines (C) should not be used with this case. May be used with: (575060) Southwest Airlines (A). Geographic Setting: Texas Industry Setting: Airline industry Company Size: small Gross Revenues: $6 million sales Subjects: Advertising strategy; Airlines; Development stage enterprises; Marketing strategy; Pricing strategy; Public relations; Services Length: 7p Supplementary Materials: Teaching Note, (575134), 12p, by Christopher H. Lovelock; Case Video, (883510), 10 min, by Christopher H. Lovelock 575118 Title: Southwest Airlines (C) Author(s): Lovelock, Christopher H. Publication Date: 05/01/1975 Revision Date: 05/01/1982 Product Type: Case (Field) Abstract: Southwest Airlines, a small intrastate carrier, has just completed its first year of operations in June 1972 and management is debating what advertising and promotional strategy to adopt for the future. Southwest has successfully broken into a market dominated by two larger airlines and gained a significant market share through improved quality service, lower prices and other innovations, supported by heavy advertising and other promotions. However, it is still not making money. Illustrates development and introduction of a new consumer service and advertising and promotional strategy. Exhibits emphasize advertising copy, including a centerfold. Another version of this case, Southwest Airlines (A), takes the action up through February 1973, includes more details on pricing, and is designed for teaching marketing programs. Geographic Setting: Texas Industry Setting: Airline industry Company Size: small Gross Revenues: $6 million sales Subjects: Advertising strategy; Airlines; Development stage enterprises; Marketing strategy; Pricing strategy; Public relations; Services Length: 19p Supplementary Materials: Teaching Note, (576093), 15p, by Christopher H. Lovelock 575135 Title: Southwest Airlines (D) Author(s): Lovelock, Christopher H. Publication Date: 09/01/1975 Revision Date: 06/21/1984 Product Type: Case (Field)
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Abstract: After 18 months of deficit operations, Southwest Airlines stands on the brink of profitability. Selective application of discount fares has contributed to a rapid growth in market share. Then, in February 1973, its major competitor halves all fares on Southwest's principal route. Management must decide how to respond. Exhibits detail Southwest's cost structure plus passenger and flight statistics for Southwest and competitors. May be used with: (575061) Southwest Airlines (B); (575118) Southwest Airlines (C). Geographic Setting: Texas Industry Setting: Airline industry Company Size: small Gross Revenues: $6 million sales Subjects: Advertising strategy; Airlines; Cost accounting; Development stage enterprises; Marketing strategy; Pricing strategy; Public relations; Services Length: 15p Supplementary Materials: Teaching Note, (576149), 14p, by Christopher H. Lovelock; Case Video, (883510), 10 min, by Christopher H. Lovelock 883510 Title: Southwest Airlines: Interview with Lamar Muse, January 1978, Video Author(s): Lovelock, Christopher H. Publication Date: 10/08/1982 Product Type: Case Video Abstract: Presents an interview, made shortly before Mr. Muse left the airline, concerning how he responded to the Braniff fare cut during the great Texas Air War in spring 1973. His pithy and direct comments are invariably very well received by class participants. Instructors may also wish to distribute Southwest Airlines (B) a short sequel to either the (A) or (D) cases, as a followup to the videotape. (This videotape is in black and white.) Must be used with: (575060) Southwest Airlines (A); (575061) Southwest Airlines (B); (575135) Southwest Airlines (D). Subjects: Advertising strategy; Airlines; Marketing strategy; Pricing strategy; Services Length: 10 min List Price: $150.00 2876 Title: Spanning Silos: The New CMO Imperative Author(s): Aaker, David A. Publication Date: 10/21/2008 Product Type: HBS Press Book Abstract: Powerful product, country, and functional silos are jeopardizing companies' marketing efforts. Because of silos, firms misallocate resources, send inconsistent messages to the marketplace, and fail to leverage scale economies and successes--all of which can threaten a company's survival. As David Aaker shows in Spanning Silos, the unfettered decentralization that produces silos is no longer feasible in today's marketplace. It's up to chief marketing officers to break down silo walls to foster cooperation and synergy. This isn't easy: silo teams guard their autonomy vigorously. As proof of their power, consider the fact that the average CMO tenure is just twenty-three months. How to proceed? Drawing on interviews with CMOs, Aaker explains how to: Strengthen your credibility with silo teams and your CEO; Use crossfunctional teams and other strategic linking devices; Foster communication across silos; Select the right CMO role-from facilitator to strategic captain; Develop common planning processes; Adapt your brand strategy to silo units; Allocate marketing dollars strategically across silos; and Develop silo-spanning marketing programs. In this age of dynamic markets, new media, and globalization, getting the different parts of your organization to collaborate is more critical--and more difficult--than ever. This book gives you the road map you need to accomplish that feat. Subjects: NO SUBJECTS(KEYWORDS) Length: 240p List Price: $29.95 Year New: 2007 587120 Title: Specialties vs. Commodities: The Battle for Profit Margins Author(s): Shapiro, Benson P. Publication Date: 03/26/1987 Revision Date: 04/23/1987 Product Type: Note Abstract: Explains the differences between commodities and specialties and defines four different types of specialty products. The analysis is customer oriented. Special attention is given to the distinctions between functions (product- ) and relationship (vendor-oriented) specialties and to the degradation of those specialty markets to commodities. Subjects: Commodity markets; Industrial markets; Industry structure; Market segmentation; Market structure; Marketing strategy Length: 18p 576217 Title: Speer Industries, Inc. (A) Author(s): Abell, Derek F. Publication Date: 04/13/1976 Revision Date: 01/10/1977 Product Type: Case (Field) Abstract: Deals with the development of overall strategic plans for four divisions
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of a medium-sized diversified company. Each of the four particular divisions involved competes in segments of the scientific instrument and apparatus industry. Focuses on the process by which strategic plans are developed as well as the content of the plans themselves. Among the issues to be resolved are the possible integration of currently separate divisional activities, allocation of resources to the various product lines, and choice of industry segments in which to compete in the long term. Geographic Setting: United States Company Size: mid-size Gross Revenues: $100 million sales Subjects: Acquisitions; Instruments; Marketing planning; Strategic planning Length: 29p 576218 Title: Speer Industries, Inc. (B) Author(s): Abell, Derek F. Publication Date: 04/13/1976 Revision Date: 04/20/1978 Product Type: Case (Field) Abstract: Presents company produced "industry study" of broad trends and changes in the instrumentation and apparatus market. It is to be used in conjunction with Speer Industries, Inc. (C) in a single class session. Geographic Setting: United States Company Size: mid-size Gross Revenues: $100 million sales Subjects: Acquisitions; Instruments; Marketing planning; Strategic planning Length: 12p 576219 Title: Speer Industries, Inc. (C) Author(s): Abell, Derek F. Publication Date: 04/13/1976 Revision Date: 05/07/1976 Product Type: Case (Field) Abstract: Describes the series of events that occurred at Speer in the course of attempting to develop strategic plans for each of Speer's scientific product divisions. Geographic Setting: United States Company Size: mid-size Gross Revenues: $100 million sales Subjects: Acquisitions; Instruments; Marketing planning; Strategic planning Length: 19p 576236 Title: Speer Industries, Inc. (D) Author(s): Abell, Derek F. Publication Date: 05/04/1976 Product Type: Case (Field) Abstract: Details the strategic plans presented by each of Speer's scientific product divisions. All of the issues originally posed in the (A) case are now confronted again as management
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attempts to develop an overall strategic approach for the group and for individual product lines. Geographic Setting: United States Company Size: mid-size Gross Revenues: $100 million sales Subjects: Acquisitions; Instruments; Marketing planning; Strategic planning Length: 35p 94103 Title: Spend a Day in the Life of Your Customers Author(s): Gouillart, Francis J.; Sturdivant, Frederick D. Publication Date: 01/01/1994 Product Type: Harvard Business Review Article Abstract: A senior executive's instinctive capacity to empathize with and gain insights from customers is the single most important skill he or she can use to direct a company's strategic posture. Yet most top managers at industrial companies consider customer contact the bailiwick of sales and marketing staff. And even if they do believe market focus is a priority, most retain only limited contact with consumers as their organizations grow, relying instead on subordinates' reports to define and sense the market for them. Such approaches are dangerous. First, most industrials define "customer" as the next entity in the distribution channel and requisition reports accordingly. But to get a true sense of the market, senior executives should consider the wants and needs of every step in the distribution chain. Another danger is that senior executives at industrial concerns often confuse information with knowledge. Managers faced with too much general market data tend to average results, blur boundaries, and miss distinct, segmented market opportunities. Finally, unless senior executives make market focus a strategic priority, they will not be motivated to initiate organizational change. Subjects: Customer relations; Executives; Industrial markets; Market segmentation; Marketing strategy Length: 10p BESTSELLER 6882A Title: Spend a Day in the Life of Your Customers - VHS/NTSC (N. America) Author(s): Gouillart, Francis J.; Sturdivant, Frederick D. Publication Date: 06/20/1996 Product Type: Video Medium: Videotape Format: 1/2-inch V Abstract: Are you cutting costs and streamlining in the right places? Before you reengineer, do you really understand what your customers value about your products or services--and why? If you don't get close enough to your customers to see your business through their eyes, you risk destroying the very things that make your products and services unique. Commoditization sets in, and your margins slip into a downward spiral. This video looks at what it takes to understand your customers' needs--and set your company ahead of the competitive pack. The story of Zeneca Ag Products, a supplier of products to the agricultural industry, sounds a wakeup call about how important it is that managers even at top levels deepen their knowledge of customer needs. The discussion generates a self-audit of customer knowledge at your company. This program will enrich discussions of how to differentiate products and services in a competitive market, identify products or services that customers do not value, and understand customer needs. Subjects: Customer relations; Industrial markets; Innovation; Market segmentation; Marketing strategy; Strategy formulation Length: 20 min List Price: $395.00 6882B Title: Spend a Day in the Life of Your Customers - VHS/PAL Author(s): Gouillart, Francis J.; Sturdivant, Frederick D. Publication Date: 06/20/1996 Product Type: Video Abstract: Are you cutting costs and streamlining in the right places? Before you reengineer, do you really understand what your customers value about your products or services--and why? If you don't get close enough to your customers to see your business through their eyes, you risk destroying the very things that make your products and services unique. Commoditization sets in, and your margins slip into a downward spiral. This video looks at what it takes to understand your customers' needs--and set your company ahead of the competitive pack. The story of Zeneca Ag Products, a supplier of products to the agricultural industry, sounds a wakeup call about how important it is that managers even at top levels deepen their knowledge of customer needs. The discussion generates a self-audit of customer knowledge at your company. This program will enrich discussions of how to differentiate products and services in a competitive market, identify products or services that customers do not value, and understand customer needs.
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Subjects: Customer relations; Industrial markets; Innovation; Market segmentation; Marketing strategy; Strategy formulation Length: 20 min List Price: $395.00 F0504C Title: The Spielberg Variables Author(s): Kastenholz, John Publication Date: 04/01/2005 Product Type: Harvard Business Review Article Abstract: Unilever applies the principles of feature film directing and editing to turn so-so commercials into winners. Geographic Setting: Albuquerque, NM Industry Setting: Advertising industry Subjects: Advertising; Marketing strategy Length: 1p Year New: 2005 BH229 Title: Sponsorship Relationships as Strategic Alliances: A Life Cycle Model Approach Author(s): Urriolagoitia, Lourdes; Planellas, Marcel Publication Date: 03/15/2007 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: In recent years, academics and practitioners have recognized that sponsorship relationships operate as strategic alliances. Additionally, they have emphasized the lack of analytical approaches which allow an understanding of the developmental process of such alliances. In an attempt to fill this gap, examines how key sponsorship characteristics change over different stages of the life cycle (formation, operation, and outcome) to determine the success or failure of the relationship. Specifically, proposes a life cycle model that articulates general paths in sponsorship relationship developmental stages and the behavior pattern of sponsorship characteristics. Throughout this framework, illustrates the reasoning with examples drawn from the UBS/Team Alinghi sponsorship relationship. Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2007 599038 Title: Sports Agents: Is There a Firm Advantage? Author(s): Greyser, Stephen A.; Harris, Brian Publication Date: 02/18/1999 Product Type: Case (Field)
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Abstract: Focuses on the decision of a young tennis player on what kind of agent to have as his representative. The choice is between someone in a large sports management/marketing firm and an independent agent representing a small number of individual athletes. Outlines the roles and duties of agents and sports management firms. Geographic Setting: United States Industry Setting: Professional sports teams & organizations Subjects: Careers & career planning; Marketing strategy; Sports Length: 7p F0709E Title: Sports Sponsorship to Rally the Home Team Author(s): Farrelly, Francis J.; Greyser, Stephen A. Publication Date: 09/01/2007 Product Type: Harvard Business Review Article Abstract: Companies are beginning to use their brand-enhancing sponsorship of teams and events internally, to motivate employees or facilitate major structural change. Sports-related communications and incentives can create cohesion and foster pride in the company. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2007 2510 Title: The Springfield Nor'easters: Maximizing Revenues in the Minor Leagues Author(s): Cespedes, Frank V.; Lovelock, Christopher H.; Winig, Laura Publication Date: 07/25/2008 Revision Date: 12/15/2008 Product Type: Case Abstract: The marketing director of a new minor-league baseball team must design, conduct, and then interpret survey research to determine optimal ticket pricing that will yield large attendance figures and contribute to the owner's goal of breaking even in the first year of play. The pricing assignment becomes more challenging when other variables like concessions revenue are considered. Students are asked to complete a quantitative assignment as part of case analysis, but they must grapple with less quantifiable factors as well. Subjects: NO SUBJECTS(KEYWORDS) Length: 13p Supplementary Materials: Teaching Note, (2511), 9p, by Frank V. Cespedes, Christopher H. Lovelock, Laura Winig 584143 Title: Springs Industries: Apparel Fabrics Division Author(s): Cespedes, Frank V. Publication Date: 04/25/1984 Revision Date: 07/30/1985 Product Type: Case (Field) Abstract: The president of the apparel fabrics division of a large U.S. textile firm is considering how to increase the division's international sales. Decisions concern the division's distribution channels in the United Kingdom, management of a major account, and market selection and product policy for the division's international marketing efforts. Concerns international marketing issues such as the impact of currency fluctuations on pricing and the evolution of an industry to global competition. Geographic Setting: United States; United Kingdom; France Industry Setting: Apparel & textile industries Company Size: Fortune 500 Gross Revenues: $800 million sales Subjects: Distribution channels; International marketing; Marketing implementation; Marketing strategy; Product planning & policy; Textiles Length: 22p Supplementary Materials: Teaching Note, (584144), 29p, by Frank V. Cespedes 999004 Title: Sprint Sell to Close Sales Quickly Author(s): Shapiro, Benson P. Publication Date: 01/15/2001 Revision Date: 10/24/2001 Product Type: Note Abstract: This case explains the importance of closing sales quickly and provides a framework for managing the marketing and sales efforts to achieve success. It covers strategic sales management tools; related pricing, finance, product line and service portfolio issues; and selling tactics to provide a comprehensive and complete approach. Subjects: Market entry; Market selection; Marketing implementation; Product portfolio management; Sales management; Sales strategy Length: 25p 1504C Title: Sprint Selling and Turbo-Charged Market Development Author(s): Shapiro, Benson P. Publication Date: 08/21/2002 Product Type: Faculty Seminar Video Abstract: In this program, Harvard Business School Professor Benson Shapiro provides a framework for understanding the development of new markets. He explores ways to close
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sales more quickly, explains why it is so important to create early "buzz" in a new market, and helps the user balance scarce marketing and sales investments with faster returns. Included are detailed slides, a learning guide, and Microsoft Excel templates to assist you in applying the material to your own organization. Subjects: Market definition; Market selection; Marketing implementation; Marketing strategy; Product management; Sales management; Sales strategy Length: 60 min 98M002 Title: Ssangyong Corp. Author(s): Beamish, Paul W.; Jun, Yongwook; Sharp, David J.; Choi, Chang-Bum Publication Date: 03/13/1998 Revision Date: 10/03/2002 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: In May 1996, Ssangyong Corp., a major Korean general trading company (GTC), needed to refocus its trading business to better adapt to the current environment. The Korean manufacturers' departure-from-traders phenomenon had led to fierce competition among traders and weakened GTCs' bargaining power over manufacturers. The first issue requiring resolution was whether and how Ssangyong's existing product-market portfolio might be redefined. A second issue was how to further internationalize its trading operation. A third issue was how to decide which new businesses Ssangyong should pursue. Industry Setting: Wholesale Company Size: large Subjects: Competition; Globalization; Korea; Market entry; Product portfolio management; Wholesaling Length: 17p Supplementary Materials: Teaching Note, (898M02), 12p, by Paul W. Beamish, Yongwook Jun, Chang-Bum Choi 581080 Title: Ssangyong-Scott (A) Author(s): Malone, Claudine B.; Newbold M Publication Date: 01/23/1981 Revision Date: 10/02/1981 Product Type: Case (Field) Abstract: How should Scott Paper handle the problems it faces as it initiates its joint venture market entry program in the politically and economically uneasy country of South Korea. Will Ssangyong's "good relationship" with the government help now that President Park is gone?
Marketing
Industry Setting: Paper industry Subjects: International marketing; Joint ventures; Korea; Market entry; Paper industry Length: 26p 576113 Title: St. Joseph Bank & Trust Co. Author(s): Greyser, Stephen A.; Quelch, John A. Publication Date: 12/09/1975 Product Type: Case (Field) Abstract: Marketing vice president of a major Indiana bank must choose between alternative media allocation strategies in the light of the bank's historical strategy, a dynamic competitive situation, and budget constraints. Geographic Setting: Indiana Industry Setting: Commercial banking Gross Revenues: $171 million assets Subjects: Advertising; Advertising media; Banking; Marketing strategy; Services Length: 17p 586017 Title: Stafford Catalog Showrooms Author(s): Salmon, Walter J.; Kaufmann, Patrick J. Publication Date: 07/11/1985 Revision Date: 01/11/1989 Product Type: Case (Field) Abstract: Stafford Catalog Showrooms was a chain of ten catalog showroom style retail outlets operating primarily in the midwest. The catalog showroom industry had experienced rapid growth in the 1970s, but during the early 1980s increasing competition within the industry and from discount and department stores had significantly reduced profits. Stafford had recorded net losses for the previous two years and was under pressure from its parent company to regain profitability. In 1985, Stafford's CEO was faced with a decision regarding the future of the showrooms in two specific markets, as well as the formulation of a long range strategy for the chain. This case provides an opportunity to examine the strategy a retailer must employ to reestablish a once highly profitable niche. It permits analysis of competition, merchandising, and operations within the catalog showroom industry generally, and at the company and store level. It can be taught in a retailing or general marketing course. Geographic Setting: Midwestern United States Industry Setting: Catalog industry Company Size: small Gross Revenues: $40 million sales Subjects: Marketing management; Marketing strategy; Merchandising; Nonstore retailing; Retailing; Services Length: 22p Supplementary Materials: Teaching Note, (587051), 22p, by Patrick J. Kaufmann 7374 Title: Standing Room Only: Strategies for Marketing the Performing Arts (Hardcover) Author(s): Kotler, Philip; Scheff, Joanne Publication Date: 12/05/1996 Product Type: HBS Press Book Abstract: The authors apply the full spectrum of marketing principles to an industry that has long resisted them--the performing arts. Drawing on a wide variety of primary and secondary sources, the authors review all of the key marketing functions--from segmentation to pricing to public relations--in the context of arts management, illustrated through numerous examples. They argue that by embracing fundamental marketing principles and launching innovative marketing strategies, music, theater, and dance organizations can fulfill their artistic missions while building strong customer bases. Industry Setting: Arts administration; Entertainment industry; Performing arts Subjects: Arts administration; Entertainment industry; Market analysis; Market segmentation; Marketing planning; Marketing strategy; Nonprofit accounting; Nonprofit marketing; Nonprofit organizations Length: 576p List Price: $60.00 575071 Title: Stanford University: The Annual Fund Author(s): Lovelock, Christopher H. Publication Date: 01/01/1975 Revision Date: 10/01/1980 Product Type: Case (Field) Abstract: The director of Stanford University's annual fund is reviewing the fund's performance during 1973-74. He wonders what changes to make in the forthcoming year, relative to identification and solicitation of prospects and organization of fundraising activities. Particular concerns include the possible effects of both inflation and recession, as the impact of a major capital campaign on annual giving. Strong emphasis on market segmentation. Exhibits (20p) include statistical information on giving trends by different groups and copies of guidelines for volunteer fundraisers at Stanford. Geographic Setting: California Industry Setting: Education industry Subjects: Higher education; Market segmentation; Marketing strategy; Nonprofit organizations; Performance
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measurement Length: 27p Supplementary Materials: Teaching Note, (577195), 8p, by Christopher H. Lovelock 92411 Title: Staple Yourself to an Order Author(s): Shapiro, Benson P.; Rangan, V. Kasturi; Sviokla, John J. Publication Date: 07/01/1992 Product Type: Harvard Business Review Article Abstract: Every customer's experience is determined by the order management cycle or "OMC": the ten steps, from planning to postsales service, that define a company's business systems. In the OMC, every time the order is handled, the customer is handled. And every time the order sits unattended, the customer sits unattended. Yet, to most senior executives, the details of the OMC are invisible. When managers take the time to track each step of the OMC, they'll come into contact with critical people like customer service representatives, production schedulers, order processors, and shipping clerks. Managers who "staple themselves to an order" will not only move horizontally across their own organization, charting gaps and building information bridges; they'll also see the company from the customer's perspective. Subjects: Customer relations; Customer service; Marketing implementation; Operations management; Order processing Length: 9p 593034 Title: Staples, Inc. Author(s): Bell, David E. Publication Date: 09/28/1992 Revision Date: 07/14/1993 Product Type: Case (Field) Abstract: Staples is dissatisfied with the merchandising of its office furniture. The case reviews the situation, allowing students to consider whether the category should be dropped or changed. Permits consideration of the portfolio of products a positioning implies, and encourages a discussion on merchandising this particular category. Geographic Setting: United States Industry Setting: Office supplies industry Company Size: large Gross Revenues: $550 million revenues Subjects: Furniture; Merchandising; Office equipment; Product positioning; Retailing Length: 29p Supplementary Materials: Teaching
Marketing
Note, (593093), 5p, by David E. Bell 98M006 Title: Starbucks Author(s): Crossan, Mary M.; Kachra, Ariff Publication Date: 06/18/1998 Revision Date: 10/07/2002 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Starbucks is faced with the issue of how it should leverage its core competencies against various opportunities for growth, including introducing its coffee in McDonalds, pursuing further expansion of its retail operations, and leveraging the brand into other product areas. The case is written so that students need to first identify where Starbucks' competencies lie along the value chain, and then assess how well those competencies can be leveraged across the various alternatives. Also provides an opportunity for students to assess what is driving growth in this company. Starbucks has a tremendous appetite for cash since all its stores are corporate, and investors are betting that it will be able to continue its phenomenal growth so it needs to walk a fine line between leveraging its brand to achieve growth and not eroding it in the process. Geographic Setting: United States Industry Setting: Coffee Company Size: large Subjects: Brands; Core competency; Fast food industry; Growth strategy; Industry analysis; Marketing strategy Length: 28p Supplementary Materials: Teaching Note, (898M06), 13p, by Ariff Kachra BESTSELLER 504016 Title: Starbucks: Delivering Customer Service Author(s): Moon, Youngme; Quelch, John A. Publication Date: 07/31/2003 Revision Date: 07/10/2006 Product Type: Case (Field) Abstract: Starbucks, the dominant specialty-coffee brand in North America, must respond to recent market research indicating that the company is not meeting customer expectations in terms of service. To increase customer satisfaction, the company is debating a plan that would increase the amount of labor in the stores and theoretically increase speed-of-service. However, the impact of the plan (which would cost $40 million annually) on the company's bottom line is unclear. May be used with: (507701) Measuring Marketing Performance. Geographic Setting: United States Industry Setting: Coffee Number of Employees: 60,000 Gross Revenues: $3.3 billion revenues Subjects: Beverages; Customer retention; Customer service; Market research Length: 20p Supplementary Materials: Teaching Note, (504089), 19p, by Youngme Moon, John A. Quelch; Case Video, (505705), 10 min, by John A. Quelch; Case Video, DVD, (505710), 10 min, by John A. Quelch; Case Video, Streaming, (1-1799), 10 min, by John A. Quelch Year New: 2004 505S04 Title: Starbucks: Delivering Customer Service, Spanish Version Author(s): Moon, Youngme; Quelch, John A. Publication Date: 07/31/2003 Revision Date: 02/03/2004 Product Type: LACC Case Abstract: Starbucks, the dominant specialty-coffee brand in North America, must respond to recent market research indicating that the company is not meeting customer expectations in terms of service. To increase customer satisfaction, the company is debating a plan that would increase the amount of labor in the stores and theoretically increase speed-of-service. However, the impact of the plan (which would cost $40 million annually) on the company's bottom line is unclear. Teaching Purpose: To explore the various meanings of the concept of "service" in the context of a company that is evolving in terms of both size and the composition of its customer base and to look at the links between "customer satisfaction" and a company's sales and profitability. Geographic Setting: United States Industry Setting: Coffee Number of Employees: 60,000 Gross Revenues: $3.3 billion revenues Subjects: Beverages; Customer retention; Customer service; Market research Length: 22p 997001 Title: State-Record Newspaper: The CyberState Edition (A) Author(s): Palij, Peter; Olson, Brandi Publication Date: 08/01/1996 Revision Date: 06/03/1997 Product Type: Case (Field) Publisher: University of South Carolina Abstract: Paula Ellis, assistant to the publisher, believes an Internet edition of South Carolina's largest newspaper, The State, is critical to the future of the $90 million State-Record Co., a subsidiary of
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Knight-Ridder, Inc. Ellis supported the creation of an experimental electronic edition covering the Susan Smith murder trial. The experimental edition has evolved into a daily electronic edition called The CyberState. However, lack of advertiser interest and recent financial pressures from increasing newsprint costs have generated internal pressure to scale back or eliminate The CyberState. Ellis must determine the appropriate level of funding and establish various performance goals for fiscal year 1996. Geographic Setting: Columbia, SC Industry Setting: Newspaper Number of Employees: 650 Gross Revenues: $90 million revenues Subjects: Forecasting; Marketing strategy; Newspapers; Product introduction Length: 29p Supplementary Materials: Teaching Note, (997002), 16p, by Peter Palij CMR288 Title: Stealth Marketing: How to Reach Consumers Surreptitiously Author(s): Kaikati, Jack G.; Kaikati, Andrew M. Publication Date: 08/01/2004 Product Type: CMR Article Publisher: California Management Review Abstract: As traditional television advertisements continue to lose their effectiveness, brand managers are being more pressured to think creatively by going undercover to reach consumers surreptitiously. To capture the attention of jaded, fickle consumers, they are urged to devise below-the-radar approaches that are harder to detect. Examines six stealth marketing techniques and shows how stealth marketing is a viable alternative to obtrusive conventional advertising. Some stealth efforts are so subtle that consumers do not know they are being pitched to. There are emerging ethical and legal issues raised by critics of these techniques. Although some stealth marketing campaigns are setting off alarms with consumer watchdog groups, these techniques will inevitably grow more common. They have a powerful role to play when they are tastefully implemented and respect consumers' intelligence. Brand managers are gambling that the benefits of stealth marketing will outweigh the complaints of its critics. Subjects: Advertising campaigns; Marketing management; Marketing strategy Length: 20p Year New: 2004
Marketing
572066 Title: Steinberg's Ltd. Author(s): Salmon, Walter J.; Lloyd T Publication Date: 03/13/1972 Product Type: Case (Field) Abstract: Should a Canadian food retailer expand its French operations and, if so, what kind of stores should it develop? Provides students with an excellent insight into French food distribution. Geographic Setting: Paris Industry Setting: Retail industry Subjects: Distribution channels; Expansion; France; International marketing; Supermarkets Length: 30p 500028 Title: Steinway & Sons: Buying a Legend (A) Author(s): Gourville, John T.; Lassiter, Joseph B., III Publication Date: 10/08/1999 Revision Date: 02/03/2000 Product Type: Case (Field) Abstract: It is 1995 and Steinway & Sons has just been purchased by two young entrepreneurs. For 140 years, Steinway has held the reputation for making the finest quality grand pianos in the world. The past 25 years have proven to be a challenge, however. First, the company has changed hands several times and product quality has become a concern. Second, the worldwide market for pianos has been in a steady decline, and competition for high-end grand pianos has increased. Finally in 1992, Steinway took the questionable steps of introducing a midpriced line of grand pianos under the brand name "Boston." Designed by Steinway, but manufactured by a Japanese piano maker, the Boston line represented a major shift in strategy for the company. Within this context, what do two young entrepreneurs (with little or no experience in the piano industry) hope to accomplish in buying Steinway? In particular, what value do they bring to the company and what decisions should they make? Geographic Setting: Global Industry Setting: Piano Number of Employees: 500 Gross Revenues: $100 million revenues Subjects: Brand management; Entrepreneurship; Instruments; Marketing strategy Length: 23p Supplementary Materials: Supplement (Field), (500045), 2p, by John T. Gourville; Supplement (Field), (500046), 1p, by John T. Gourville; Supplement (Field), (500047), 1p, by John T. Gourville; Teaching Note, (500104), 15p, by John T. Gourville BESTSELLER0 500045 Title: Steinway & Sons: Buying a Legend (B) Author(s): Gourville, John T. Publication Date: 01/14/2000 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (500028) Steinway & Sons: Buying a Legend (A). Subjects: Entrepreneurship; Instruments; Marketing strategy Length: 2p Supplementary Materials: Teaching Note, (500104), 15p, by John T. Gourville 500046 Title: Steinway & Sons: Buying a Legend (C) Author(s): Gourville, John T. Publication Date: 01/14/2000 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (500028) Steinway & Sons: Buying a Legend (A). Subjects: Entrepreneurship; Instruments; Marketing strategy Length: 1p Supplementary Materials: Teaching Note, (500104), 15p, by John T. Gourville 500047 Title: Steinway & Sons: Buying a Legend (D) Author(s): Gourville, John T. Publication Date: 01/14/2000 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (500028) Steinway & Sons: Buying a Legend (A). Subjects: Entrepreneurship; Instruments; Marketing strategy Length: 1p Supplementary Materials: Teaching Note, (500104), 15p, by John T. Gourville 901A17 Title: Stella Artois in the U.K. Author(s): Beamish, Paul W.; Goerzen, Anthony Publication Date: 06/12/2001 Revision Date: 11/23/2002 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Stella Artois, Interbrew company's flagship brand of beer, has experienced phenomenal success on the international market. The United Kingdom market has played a critical role in that success, and Interbrew needs to assess the reasons for this.
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Interbrew's managing director and chief marketing officer are meeting to have a discussion about how to proceed in developing the Stella Artois brand. First, they need to understand what part of the company's success was due to expert marketing practices and what part might possibly be due to being in the right place at the right time. They also want to assess what possible steps might be taken to spread these practices across the corporation for use in the company's global marketing strategy. Geographic Setting: United Kingdom Industry Setting: Beef industry Company Size: large Subjects: Beverages; Brand management; Consumer marketing; Marketing strategy; United Kingdom Length: 18p Supplementary Materials: Teaching Note, (801A17), 8p, by Paul W. Beamish, Anthony Goerzen NEW 593007 Title: Stock Bank, Inc. Author(s): Quelch, John A.; Smith, Susan P. Publication Date: 03/09/1993 Revision Date: 11/15/1993 Product Type: Case (Field) Abstract: The CEO of a small stock photography agency wishes to increase sales and profits by 25% the following year. He must decide what changes, if any, to make in the marketing mix, mindful of the need to preserve supplies and customer relationships. Geographic Setting: United States Industry Setting: Photographic equipment & supplies Company Size: small Number of Employees: 7 Gross Revenues: $1 million revenues Subjects: Communications industry; Distribution planning; Marketing strategy; Pricing strategy Length: 18p 596071 Title: Stock Bank, Inc. Author(s): Shapiro, Benson P. Publication Date: 11/09/1995 Revision Date: 08/16/1996 Product Type: Case (Field) Abstract: In 1995 the CEO of Stock Bank, a small ($2.2 million) stock photography licensing agency, was grappling with a set of related marketing issues including market segmentation and focus, pricing, photographer compensation, and communications strategy. Teaching Purpose: To help students understand the relationship among suppliers and customers and to show relationships among marketing mix elements.
Marketing
Geographic Setting: New York, NY Industry Setting: Photographic equipment & supplies Company Size: small Number of Employees: 14 Gross Revenues: $2.2 million revenues Subjects: Communications industry; Distribution planning; Marketing strategy; Pricing strategy Length: 16p 595012 Title: Stop Bad Things from Happening to Your Company Author(s): Shapiro, Benson P.; Tedlow, Richard S.; Slywotzky, Adrian J. Publication Date: 07/20/1994 Product Type: Note Abstract: Provides a set of detailed diagnostics to prevent performance problems at previously successful companies. Suggestions are made at three levels: 1) the marketplace, 2) the organization, and 3) leadership. Teaching Purpose: To help readers keep their companies energized and successful. May be used with Why Bad Things Happen to Good Companies. Withdrawn - Use (9-595-045). Subjects: Leadership; Management of change; Market analysis; Organizational change; Strategy formulation Length: 27p CMR192 Title: Store Choice and Shopping Behavior: How Price Format Works Author(s): Tang, Christopher S.; Bell, David R.; Ho, Teck-Hua Publication Date: 01/01/2001 Product Type: CMR Article Publisher: California Management Review Abstract: This article presents a perceived shopping utility framework for analyzing the impact of retail price format on store choice. Retail price format, in turn, determines three key performance metrics: number of shoppers, number of trips, and average spending per trip. When choosing a store, consumers evaluate both the fixed and variable utilities of shopping. The fixed utility does not vary from trip to trip whereas the variable utility depends on the size and composition of the shopping list. Summarizes prior findings on store choice, analyzes how retailers can improve their performance, and interprets the practices of leading retailers. Presents a framework that can accommodate situations where retailers face multiple segments of buyers with different sensitivities to fixed and variable utilities. Subjects: Consumer behavior; Pricing strategy Length: 20p 89413 Title: Storefront Distribution for Industrial Products Author(s): Rosenfield, Donald B. Publication Date: 07/01/1989 Product Type: Harvard Business Review Article Abstract: Service companies with branch outlets must decide how much to centralize some of these operations. The Linde division of Union Carbide resolved this by concentrating delivery of product in a few central points but maintaining many "storefront" operations. These storefronts take orders, house some sales staff, and maintain an inventory of cylinders and spare parts for walk-in trade. Full-service field units with marketing, administrative, and operational functions have been eliminated. Subjects: Centralization; Distribution; Industrial markets; Operations management; Organizational structure; Services Length: 3p BH031 Title: Strategic Brand Valuation: A Cross-Functional Perspective Author(s): Cravens, Karen S.; Guilding, Chris Publication Date: 07/15/1999 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: In companies in which a brand is the key source of competitive advantage, it is essential to collect and evaluate data as a part of brand management. To do this, managers need information from a variety of functional areas throughout the firm. One of the ways accountants can provide useful information for marketers is by conducting periodic brand valuations, assigning financial value to the equity created by the name or image of a brand such a NIKE or Intel. Doing this aids management decisions regarding short-term expenditures and long-term benefits. We describe here how brands can be valued and how this information can be used for decisionmaking. Methods of brand valuation include cost-based approaches, marketbased approaches, income-based approaches, and formulary approaches (which use multiple criteria in arriving at brand value, as practiced by the consulting firm Interbrand and Financial World magazine). Advantages and disadvantages of these approaches are noted. The measure of brand value may include subjective elements, but the lack
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of a financial measure means that the importance of intangible assets might be overlooked. Brand valuation, as a bridge among different functions and disciplines, appears to be the most promising technique capable of illustrating the importance of the brand to managers. Subjects: Brand equity; Brands; Management accounting; Marketing management; Marketing strategy; Performance measurement; Valuation Length: 10p 90502 Title: Strategic Choices for Newly Opened Markets Author(s): Bleeke, Joel A. Publication Date: 09/01/1990 Product Type: Harvard Business Review Article Abstract: As 1992 approaches, markets are opening in Western Europe and throughout the world. U.S. experience with the competitive dynamics of deregulation over a ten-year period provides valuable lessons for managers debating whether and how to expand into new markets. To thrive in the competitive environment an open market creates, many executives must exchange their companies' roles as broad-line players for new roles as lowcost entrants, focused segment marketers, and providers of shared utilities. They must also be prepared to make new strategic choices as the structure of the industry changes. Geographic Setting: Europe Subjects: Europe; International marketing; Marketing planning; Marketing strategy Length: 8p 592086 Title: Strategic Industry Model: Emergent Technologies Author(s): Dolan, Robert J. Publication Date: 03/17/1992 Revision Date: 06/09/1992 Product Type: Note Abstract: Describes computer model and output from conjoint analysis and perceptual mapping for product line planning. Geographic Setting: Global Industry Setting: Computer industry Subjects: Computer industry; Models; Product planning & policy Length: 12p Supplementary Materials: Teaching Note, (592100), 5p, by Robert J. Dolan 581026 Title: Strategic Issues in Distribution Author(s): Takeuchi, Hirotaka Publication Date: 09/03/1980 Revision Date: 02/27/1987
Marketing
Product Type: Note Abstract: Provides students with an indepth understanding of the channel decision from the manufacturer's point of view. The two issues addressed in the note are selection of channel design and channel management. Subjects: Distribution channels; Distribution planning; Franchising Length: 17p 3107 Title: Strategic Marketing Management (Paperback) Author(s): Dolan, Robert J. Publication Date: 01/07/1992 Product Type: HBS Press Book Abstract: This text for marketing management covers basic concepts and emerging issues through readings by leading academics and practitioners. Vital issues for the 1990s are explored: ethical and legal aspects of marketing, the services industry, and multinational marketing. The book also looks at basics such as the four Ps and gives cuttingedge strategies for traditional marketing concerns, from market penetration to marketing plan development, implementation, and control. Subjects: International marketing; Marketing implementation; Marketing mixes; Marketing organization; Marketing planning; Marketing strategy; Multinational corporations Length: 637p List Price: $29.95 584076 Title: Strategic Marketing Management: The Course Author(s): Cady, John F. Publication Date: 01/06/1984 Revision Date: 10/16/1984 Product Type: Note Abstract: Describes some of the stimuli to the development of a strategic marketing course and some of the contrasts between a strategic and conventional view of marketing. Also describes the contents for Harvard Business School's Strategic Marketing Management second year course, spring 1984. Industry Setting: Academic administration Subjects: Academic administration; Marketing management; Marketing organization; Marketing strategy; Product management; Strategic market planning Length: 5p SMR248 Title: A Strategic Perspective on Sales Promotions Author(s): Gelb, Betsy; Andrews, Demetra; Lam, Son Publication Date: 07/01/2007 Product Type: SMR Article Abstract: While most managers would think long and hard before bringing to market a product that lacked patent protection and could be easily imitated, many invest in sales promotions-sweepstakes, coupons, time-limited price discounts, free gifts or samples, special events, displays, membership rewards, consumer-directed promotions, and so on--that are easier to imitate than the simplest new product. Others sign off on plans so generic that they seem unrelated to the brand or company offering them, despite the fact that sales promotions may absorb a significant portion of a company's promotional dollars--currently a reported 31% of marketing budgets. By contrast, a strategic focus--considering how customers and competitors will react to any promotional effort, as well as the message delivered and the stature in the marketplace of the brand delivering it-leads to promotions that defy or delay imitation and yield disproportionate benefit for companies that have already developed a strong competitive position. Suggests that when all these strategic factors are aligned, the result is a successful promotion, and illustrates that with successful promotions conducted by General Motors, Home Depot, and Procter & Gamble, among others. However, such promotional strategies require inventiveness, originality, and swift action--qualities neither present nor encouraged in many corporate cultures in which familiarity and predictability are prized. Managers in such organizations not only must successfully tailor a promotion to its intended market, but also skillfully shepherd it through internal barriers. Knowing why, how, and for whom sales promotions will most likely be profitable surely will help in that regard. Subjects: NO SUBJECTS(KEYWORDS) Length: 7p Year New: 2007 506S21 Title: Strategic Sales Management: A Boardroom Issue, Spanish Version Author(s): Shapiro, Benson P.; Slywotzky, Adrian J.; Doyle, Stephen X. Publication Date: 11/29/1994 Revision Date: 05/06/1998 Product Type: LACC Note Abstract: Explains why sales management has become an increasingly important and complex topic for top managers. Demonstrates the financial impact of a superior salesforce and then describes a way to gain superiority. The focus is on a salesforce
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that is responsive to customer needs and competing imperatives. Organization and management receive careful attention. Subjects: NO SUBJECTS(KEYWORDS) Length: 25p Year New: 2007 595018 Title: Strategic Sales Management: A Boardroom Issue Author(s): Shapiro, Benson P.; Slywotzky, Adrian J.; Doyle, Stephen X. Publication Date: 11/29/1994 Revision Date: 05/06/1998 Product Type: Note Abstract: Explains why sales management has become an increasingly important and complex topic for top managers. Demonstrates the financial impact of a superior salesforce and then describes a way to gain superiority. The focus is on a salesforce that is responsive to customer needs and competing imperatives. Organization and management receive careful attention. Subjects: Marketing implementation; Organizational design; Sales management; Sales organization; Sales strategy Length: 23p 501056 Title: The Strategic Use of Music in Marketing: A Selective Review Author(s): Zaltman, Gerald; Puccinelli, Nancy Publication Date: 12/01/2000 Revision Date: 03/01/2001 Product Type: Note Abstract: Summarizes selected research on music and its impact on mood and shopping behavior, and its impact on the communication of ideas. Subjects: Consumer behavior; Consumer marketing; Market research Length: 17p 75602 Title: Strategies for High Market-Share Companies Author(s): Bloom, Paul N.; Kotler, Philip Publication Date: 11/01/1975 Product Type: Harvard Business Review Article Abstract: Despite the benefit of high profits, as well as the enjoyment of a position of leadership, a company that has a high market share is a tempting target for actual and potential competitors, consumer organizations and government agencies. Market-share management involves the determination of optimal market share in a given product/market. To achieve or maintain this optimum share, recommended
Marketing
marketing strategies include: sharebuilding, share maintenance, share reduction, and risk reduction. Subjects: Market share; Marketing strategy; Risk management Length: 8p 78306 Title: Strategies for Low Market Share Businesses Author(s): Hamermesh, Richard G.; Anderson, M. Jack, Jr.; Harris, J. Elizabeth Publication Date: 05/01/1978 Product Type: Harvard Business Review Article Abstract: Studies show the positive correlation between profitability and market share. Yet, businesses with low market shares may not be at a disadvantage and can profit by exploiting their smallness. Low market share businesses must replace broad strategy with specific and far-ranging strategy. Burroughs, Crown Cork & Seal, and Union Camp all hold small shares of their industries, yet they compete with the largest corporations in their average returns on equity. Their strategy involves four major points outlined here. Subjects: Corporate strategy; Market share Length: 8p 62607 Title: Strategy of Product Quality Author(s): Kuehn AA; Day RL Publication Date: 11/01/1962 Product Type: Harvard Business Review Article Abstract: Manufacturers require information about consumer preferences for effective product planning. The paired-comparison test normally used to determine consumer preferences contains a built-in "majority fallacy," as it assumes a successful product must capture the interest of a majority of consumers. The "preference-distribution analysis" approach attempts to derive a more meaningful measure of consumer behavior by establishing a scale of values for a product characteristic. Subjects: Consumer marketing; Market research; Market share; Marketing strategy; Product planning & policy; Quality control Length: 11p 581039 Title: Stride Rite Corp. (A) Author(s): Salmon, Walter J.; Harrison, Neil Publication Date: 10/16/1980 Revision Date: 07/29/1985 Product Type: Case (Field) Abstract: The company is losing market share in the fashion-conscious seven-toeleven-year-old segment of the children's footwear market. This threatens its strategy of building on its strong position in the baby and infants' segment by supplying footwear needs of children as they grow older. Adopting a more aggressive posture in the older children's segment presents increased inventory exposure, lower per-unit returns, and competition from adult footwear manufacturers. Geographic Setting: United States Industry Setting: Footwear industry Gross Revenues: $125 million sales Subjects: Competition; Consumer marketing; Footwear; Market share; Marketing strategy Length: 43p 581040 Title: Stride Rite Corp. (B) Author(s): Salmon, Walter J.; Harrison, Neil Publication Date: 10/16/1980 Revision Date: 07/29/1985 Product Type: Case (Field) Abstract: As a high-quality, premiumpriced producer of children's footwear, Stride Rite is concerned by market share gains of lower-priced footwear. Various options are discussed, from continuing to focus on premium products, to making a long-term commitment to lower-priced footwear. Product mix, brand name, price points and cannibalization have to be addressed. Geographic Setting: United States Industry Setting: Footwear industry Gross Revenues: $125 million sales Subjects: Brands; Consumer marketing; Footwear; Product planning & policy Length: 16p 581041 Title: Stride Rite Corp. (C) Author(s): Salmon, Walter J.; Harrison, Neil Publication Date: 10/16/1980 Revision Date: 07/30/1985 Product Type: Case (Field) Abstract: The company's line of sneakers has been such a success, that the company is considering broadening its distribution to include other retailers in addition to their existing highly selective, full-line retail outlets. Possible adverse reaction of existing dealers, brand name, and sales force organization have to be considered. Geographic Setting: United States Industry Setting: Footwear industry Gross Revenues: $125 million sales Subjects: Consumer marketing; Distribution planning; Footwear; Market share; Pricing strategy; Sales management Length: 19p
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802211 Title: The Studio Author(s): Salmon, Walter J.; Carter, Wendy Publication Date: 06/28/2002 Revision Date: 04/01/2004 Product Type: Case (Field) Abstract: The founders and proprietors of a successful 23-year old women's apparel store are facing a critical issue. Can they grow by adding a second store that will not compete with their existing operation? If so, where should it be located, what managerial changes are required to make the second store successful, and how can it be funded without putting at risk the financial stability of the existing business? Geographic Setting: Brookline, MA Industry Setting: Retail industry Number of Employees: 10 Gross Revenues: $2 million revenues Subjects: Clothing; Marketing management; Retailing; Small business Length: 21p 803S25 Title: The Studio, Spanish Version Author(s): Salmon, Walter J.; Carter, Wendy Publication Date: 06/28/2002 Product Type: LACC Case Abstract: The founders and proprietors of a successful 23-year old women's apparel store are facing a critical issue. Can they grow by adding a second store that will not compete with their existing operation? If so, where should it be located, what managerial changes are required to make the second store successful, and how can it be funded without putting at risk the financial stability of the existing business? Geographic Setting: Brookline, MA Industry Setting: Retail industry Number of Employees: 10 Gross Revenues: $2 million revenues Subjects: Clothing; Marketing management; Retailing; Small business Length: 20p BH054 Title: Styling Strategy Author(s): Moulson, Tom; Sproles, George Publication Date: 09/15/2000 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: How can manufacturers of styled products analyze and predict consumers' style preferences more effectively? Based on insights from a decade of desk and field research, the authors outline a model for facilitating style decisions that balance extreme innovation with the least market risk. The
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core concept in the model is adoption propensity (AP): the quantifiable willingness of an individual consumer to adopt new and different styles. By relating style appeal to consumers' AP over time, one can construct a model of the style acceptance cycle that fits the research data and provides predictive power in the development phase of a style. The model suggests the importance of separating a style's total sample appeal into that of consumers with high and low APs. Otherwise, there is no way to tell the difference between a promising cycle marked by steadily increasing style acceptance and the opposite one of a premature "has-been." There is no such thing as a universal category of early adopters, and they can be identified for a specific product category only by interview or similar methods. Early adopters alone tell us nothing about a style's potential; more important is the absolute difference in acceptance between high and low APs-if both early and late adopters like a style, then it's fine for today, but has no future. Wherever styled products are targeted to the mass market, this type of pre-market testing should become a normal function of product development. Subjects: Consumer behavior; Consumer marketing; Market research; Marketing management; Product development Length: 8p 585015 Title: Suave (A) Author(s): Albion, Mark S.; Hoff, Edward J. Publication Date: 08/13/1984 Revision Date: 07/21/1993 Product Type: Case (Field) Abstract: Introduces students to the use of 1-2-3. Calculations help students understand the shampoo market and consumer behavior. Market data, demographic data, psychographic data, and consumer loyalty data are analyzed via personal computer. Designed to show students how computers can be used to further the understanding of marketing concepts, especially market segmentation. This is an analytical, not a decision-oriented case. Geographic Setting: United States Industry Setting: Personal care products Company Size: mid-size Gross Revenues: $330 million sales Subjects: Consumer behavior; Consumer goods; Market analysis; Market research; Market segmentation; Product positioning Length: 12p 585016 Title: Suave (A1) Author(s): Albion, Mark S.; Hoff, Edward J. Publication Date: 08/10/1984 Revision Date: 01/14/1985 Product Type: Case (Field) Abstract: Provides quantitative answers via personal computer for Suave (A). Designed to give students answers to the quantitative questions hours before the actual marketing class. This allows the class to concentrate on the implications of the results: how consumers buy shampoo, how Suave (a low-priced, high-volume brand) is positioned, and what type of communications campaign makes sense. Geographic Setting: United States Industry Setting: Personal care products Company Size: mid-size Gross Revenues: $330 million sales Subjects: Consumer behavior; Consumer goods; Market analysis; Market research; Market segmentation; Product positioning Length: 12p 585017 Title: Suave (B) Author(s): Albion, Mark S.; Hoff, Edward J. Publication Date: 08/13/1984 Product Type: Case (Field) Abstract: Designed to introduce students to electronic spreadsheet analysis on the personal computer. Students are given additional data on consumer awareness, trial, and loyalty toward shampoo brands, and some economic data on Suave. Includes break-even analysis. Students must set an advertising budget and allocate dollars between primetime and daytime television, with the option of magazine advertising. Media costs and audiences are given. Geographic Setting: United States Industry Setting: Personal care products Company Size: mid-size Gross Revenues: $330 million sales Subjects: Advertising strategy; Breakeven analysis; Consumer behavior; Consumer goods Length: 8p 585018 Title: Suave (B1) Author(s): Albion, Mark S.; Hoff, Edward J. Publication Date: 08/10/1984 Revision Date: 01/14/1985 Product Type: Case (Field) Abstract: Provides quantitative answers and possible scenarios from
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spreadsheet sensitivity analysis via personal computer for Suave (B). Designed to give students answers (scenarios) to the quantitative questions so that the class can concentrate on the assumptions behind their results: how shampoo consumers respond to advertising in different types of media, and how that differs for new users as opposed to current users. Geographic Setting: United States Industry Setting: Personal care products Company Size: mid-size Gross Revenues: $330 million sales Subjects: Advertising strategy; Breakeven analysis; Consumer behavior; Consumer goods Length: 5p 502S21 Title: Suave (C), Spanish Version Author(s): Albion, Mark S. Publication Date: 08/13/1984 Revision Date: 10/19/1994 Product Type: LACC Case Abstract: Promotes discussion on advertising budgeting and media mix decisions in the shampoo market for lowpriced, high-volume Suave. Provides various types of market research into consumer behavior and the competition context. The importance of retailers and shelf space is emphasized, and the entire marketing budget is examined. Geographic Setting: United States Industry Setting: Personal care products Company Size: mid-size Gross Revenues: $330 million sales Subjects: Advertising; Advertising strategy; Consumer behavior; Consumer goods; Market analysis; Market research; Marketing mixes Length: 22p 585019 Title: Suave (C) Author(s): Albion, Mark S. Publication Date: 08/13/1984 Revision Date: 10/19/1994 Product Type: Case (Field) Abstract: Promotes discussion on advertising budgeting and media mix decisions in the shampoo market for lowpriced, high-volume Suave. Provides various types of market research into consumer behavior and the competition context. The importance of retailers and shelf space is emphasized, and the entire marketing budget is examined. Geographic Setting: United States Industry Setting: Personal care products Company Size: mid-size Gross Revenues: $330 million sales Subjects: Advertising; Advertising strategy; Consumer behavior; Consumer
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goods; Market analysis; Market research; Marketing mixes Length: 21p Supplementary Materials: Teaching Note, (589079), 18p, by Thomas V. Bonoma, Mark S. Albion 585020 Title: Suave (D) Author(s): Albion, Mark S. Publication Date: 08/13/1984 Product Type: Case (Field) Abstract: Focuses on copy strategy for the brand. Management is considering a repositioning of the brand, and they have some market research results to analyze. Issues include whether to emphasize quality or price more, whether to compare Suave directly with competitors, or whether to leave advertisements essentially unchanged. Geographic Setting: United States Industry Setting: Personal care products Company Size: mid-size Gross Revenues: $330 million sales Subjects: Advertising campaigns; Advertising strategy; Consumer goods; Consumer marketing; Market research; Product positioning Length: 15p 81101 Title: Successful Share-Building Strategies Author(s): Buzzell, Robert D.; Wiersema, Frederik D. Publication Date: 01/01/1981 Product Type: Harvard Business Review Article Abstract: An analysis of more than 1,200 businesses participating in the Profit Impact on Market Strategies (PIMS) program shows that gains in market share relate to product quality improvements, new product introductions, and marketing budget increases. Successful strategic approaches for strengthening market share usually involve a balanced, consistent marketing program or a mix of several competitive factors. Subjects: Market share; Marketing mixes; Marketing strategy Length: 10p 596056 Title: Sunbeam Television (A) Author(s): Rangan, V. Kasturi; Lathrop, Scott Publication Date: 09/14/1995 Revision Date: 10/16/1996 Product Type: Case (Field) Abstract: Sunbeam Television, owner of a television station in Miami (a Fox affiliate), buys Channel 7 (a CBS affiliate) in Boston. They bring to the Boston station the concepts and ideas of their Miami news product--that is, a crisp, content-based design rather than one centered around personalities. Industry changes force them out of the CBS affiliation in Boston. Having considered both FOX and NBC, Sunbeam finally settles on NBC. The implications and motivations of their decision are to be discussed. Geographic Setting: United States Industry Setting: Television Number of Employees: 200 Gross Revenues: $100 million revenues Subjects: Broadcasting industry; Communications industry; Innovation; Market segmentation; Services Length: 19p Supplementary Materials: Supplement (Field), (596057), 4p, by V. Kasturi Rangan, Scott Lathrop; Teaching Note, (596083), 11p, by V. Kasturi Rangan; Supplement (Field), (599012), 9p, by V. Kasturi Rangan, Howard Firestone Reitz 596057 Title: Sunbeam Television (B) Author(s): Rangan, V. Kasturi; Lathrop, Scott Publication Date: 09/14/1995 Revision Date: 10/09/1996 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (596056) Sunbeam Television (A). Industry Setting: Broadcasting industry; Communications industry Subjects: Broadcasting industry; Communications industry; Innovation; Market segmentation; Services Length: 4p Supplementary Materials: Teaching Note, (596083), 11p, by V. Kasturi Rangan 503S76 Title: Sunkist Growers, Inc., Spanish Version Author(s): Greyser, Stephen A.; Quelch, John A. Publication Date: 10/01/1976 Revision Date: 06/04/1993 Product Type: LACC Case Abstract: A new media strategy for lemon advertising involving the concentration of the entire budget in a single-print vehicle, is under consideration. Geographic Setting: California Industry Setting: Fruit Company Size: mid-size Gross Revenues: $350 million sales Subjects: Advertising media; Advertising strategy; Agribusiness; Food; Marketing strategy Length: 22p
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577051 Title: Sunkist Growers, Inc. Author(s): Greyser, Stephen A.; Quelch, John A. Publication Date: 10/01/1976 Revision Date: 06/04/1993 Product Type: Case (Field) Abstract: A new media strategy for lemon advertising involving the concentration of the entire budget in a single-print vehicle, is under consideration. Geographic Setting: California Industry Setting: Fruit Company Size: mid-size Gross Revenues: $350 million sales Subjects: Advertising media; Advertising strategy; Agribusiness; Food; Marketing strategy Length: 21p Supplementary Materials: Teaching Note, (583015), 11p, by John A. Quelch 91A018 Title: Sunlight Laundry Detergent Author(s): Hulland, John S.; Sullivan, Trish Publication Date: 01/01/1991 Revision Date: 06/08/1993 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Steven Kelly, brand manager for Sunlight Powder Laundry Detergent, must decide how to respond to the introduction by Loblaws' of a new "green" laundry detergent. Kelly is considering several alternatives, and must carefully consider the pros and cons associated with each approach. Geographic Setting: Ontario Industry Setting: Soap & detergent industry Company Size: large Subjects: Canada; Environmental protection; Household products; Marketing strategy; Product management Length: 16p Supplementary Materials: Teaching Note, (891A18), 14p, by John S. Hulland, Trish Sullivan 1005 Title: Supercharge Your Sales Force (HBR Article Collection) Author(s): Anderson, Erin; Onyemah, Vincent; Rayport, Jeffrey F.; Jaworski, Bernard J.; Kotler, Philip; Rackham, Neil; Krishnaswamy, Suj Publication Date: 07/01/2006 Product Type: HBR OnPoint Collection Abstract: Your sales force consumes a hefty share of your company's budget. If reps aren't selling effectively, your firm loses profits and customers. Yet, in too many organizations, salespeople can't give their best on the job because the
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company mismanages them. For instance, some firms send conflicting messages about sales reps' job priorities: they expect salespeople to do whatever it takes to please a customer, while at the same time adhere to management dictates about selling methods--even if those requirements stall the sales process. Confused about trade-offs between satisfying their managers or their customers--sales reps often fail to satisfy either. Some companies don't coordinate salespeople's efforts with other customer-facing teams, such as store clerks and Web site administrators. Operating at cross-purposes, these functions feud over roles and resources--and drop the ball while handling customers. To correct such misalignments, match your sales management practices to your company's strategic priorities. Coordinate customer-facing teams so they create seamless service for customers. In particular, end the war between Sales and Marketing, so your salespeople can exploit marketers' knowledge of customers. Your reward? A focused and effective sales force that leaves rivals in the dust. The three Harvard Business Review articles in this collection: "How Right Should the Customer Be?" (HBR reprint R0607D) by Erin Anderson and Vincent Onyemah; "Best Face Forward" (HBR reprint R0412B) by Jeffrey F. Rayport and Bernard J. Jaworski; and "Ending the War Between Sales and Marketing" (HBR reprint R0607E) by Philip Kotler, Neil Rackham, and Suj Krishnaswamy. Subjects: NO SUBJECTS(KEYWORDS) Length: 42p List Price: $17.95 Year New: 2006 577091 Title: Supermarket Services, Inc. Author(s): Salmon, Walter J.; Hanson KS Publication Date: 01/01/1977 Revision Date: 08/01/1978 Product Type: Case (Field) Abstract: Mr. Zager, president of Supermarket Services, a nonfood service merchandiser based in New Jersey, was reviewing his company's services and pricing system so as to attract new customers. Two years before, he had introduced a new "costplus" pricing program, which differed from the industry's traditional "retailminus" pricing system, and he now was reviewing it in order to recommend refinements. Geographic Setting: Linden, NJ Industry Setting: Service industries Gross Revenues: $50 million sales Subjects: Cost benefit analysis; Merchandising; Pricing; Retailing; Services Length: 23p 506S11 Title: Supermercados Disco: Regional Strategy, Spanish Version Author(s): Arnold, David J.; d'Andrea, Guillermo; Paz, Silvina Romero Publication Date: 06/11/1999 Revision Date: 12/18/2002 Product Type: LACC Case Abstract: The Disco chain of supermarkets has pursued a successful local niche strategy in Argentina to compete with intense competition from multinational chains. Now Disco considers options for expanding its regional strength. Geographic Setting: South America Industry Setting: Retail industry Number of Employees: 11,000 Gross Revenues: $358 million revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 28p Year New: 2007 599127 Title: Supermercados Disco: Regional Strategy Author(s): Arnold, David J.; d'Andrea, Guillermo; Paz, Silvina Romero Publication Date: 06/11/1999 Revision Date: 12/18/2002 Product Type: Case (Field) Abstract: The Disco chain of supermarkets has pursued a successful local niche strategy in Argentina to compete with intense competition from multinational chains. Now Disco considers options for expanding its regional strength. Geographic Setting: South America Industry Setting: Retail industry Number of Employees: 11,000 Gross Revenues: $358 million revenues Subjects: International marketing; Retailing; South America; Strategic market planning; Supermarkets Length: 24p Supplementary Materials: Teaching Note, (501008), 16p, by David J. Arnold, Guillermo d'Andrea 89608 Title: Suppliers - Manage Your Customers Author(s): Myer, Randy Publication Date: 11/01/1989 Product Type: Harvard Business Review Article Abstract: Big retailers like supermarket chains often demand extra service from
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their suppliers, who are all too eager to forgive a late payment or meet "emergency" shipment demands with no compensation. Most suppliers don't know how much these add-ons are costing them. Suppliers can take charge by tracking individual customer performance and by putting together multidisciplinary teams to manage strategic groups of customers. With internal changes in place, suppliers can then formulate a flexible, service-based pricing system that establishes appropriate incentives without alienating customers. Industry Setting: Retail industry Subjects: Customer relations; Distribution planning; Pricing; Retailing Length: 9p R0807Z Title: The Sure Thing That Flopped (Commentary for HBR Case Study) Author(s): Zaltman, Gerald; Zaltman, Lindsay; Sturgess, Donna J.; Lee, Alex; Fujikawa, Yoshinori; Carbone, Lewis Publication Date: 07/01/2008 Product Type: Harvard Business Review Article Abstract: Tibal Fisher made a fortune selling trendy, inexpensive home furnishings to baby boomers. With that generation beginning to enter its sixties, he sees a huge opportunity in products for aging consumers. Focus groups and surveys confirm strong market demand for such items, and the media love the idea. So why is TF's NextStage, his new line of stores for older consumers, a disaster? Four experts comment on this fictional case study in R0807A and R0807Z. Donna J. Sturgess, global head of innovation for GlaxoSmithKline, thinks Tibal's research missed the subconscious associations in customers' minds--the deep metaphors that reveal people's true feelings about products. The solution: Find ways to generate positive emotional associations, as GSK has done with its weight-loss product. Alex Lee, president of householdproducts maker OXO International, says consumers are attracted by brands they associate with the type of people they'd like to be--not the type they are. TF's NextStage must avoid trying to get customers to "act their age" and using labels and positioning that call attention to their senior status. Yoshinori Fujikawa, a professor at Hitotsubashi University in Tokyo, says certain businesses--those led by executives with a talent for sensing what their customers want--can forgo deep research into customers' feelings, at least in the short term. But over the long term, firms need to have an organizational capability to create a systematic method for
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discovering what's going on in customers' minds. Lewis Carbone, CEO of market research firm Experience Engineering, points out that customers often are unable to articulate their deepest feelings. That's why companies need to go to the trouble to work with them one-on-one to find out what's driving them toward--or away from--a brand. Industry Setting: Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Year New: 2007 R0807A Title: The Sure Thing That Flopped (HBR Case Study and Commentary) Author(s): Zaltman, Gerald; Zaltman, Lindsay; Sturgess, Donna J.; Lee, Alex; Fujikawa, Yoshinori; Carbone, Lewis Publication Date: 07/01/2008 Product Type: Harvard Business Review Article Abstract: Tibal Fisher made a fortune selling trendy, inexpensive home furnishings to baby boomers. With that generation beginning to enter its sixties, he sees a huge opportunity in products for aging consumers. Focus groups and surveys confirm strong market demand for such items, and the media love the idea. So why is TF's NextStage, his new line of stores for older consumers, a disaster? Four experts comment on this fictional case study in R0807A and R0807Z. Donna J. Sturgess, global head of innovation for GlaxoSmithKline, thinks Tibal's research missed the subconscious associations in customers' minds--the deep metaphors that reveal people's true feelings about products. The solution: Find ways to generate positive emotional associations, as GSK has done with its weight-loss product. Alex Lee, president of householdproducts maker OXO International, says consumers are attracted by brands they associate with the type of people they'd like to be--not the type they are. TF's NextStage must avoid trying to get customers to "act their age" and using labels and positioning that call attention to their senior status. Yoshinori Fujikawa, a professor at Hitotsubashi University in Tokyo, says certain businesses--those led by executives with a talent for sensing what their customers want--can forgo deep research into customers' feelings, at least in the short term. But over the long term, firms need to have an organizational capability to create a systematic method for discovering what's going on in customers' minds. Lewis Carbone, CEO of market research firm Experience Engineering, points out that customers often are unable to articulate their deepest feelings. That's why companies need to go to the trouble to work with them one-on-one to find out what's driving them toward--or away from--a brand. Industry Setting: Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2007 R0807X Title: The Sure Thing That Flopped (HBR Case Study) Author(s): Zaltman, Gerald; Zaltman, Lindsay Publication Date: 07/01/2008 Product Type: Harvard Business Review Article Abstract: Tibal Fisher made a fortune selling trendy, inexpensive home furnishings to baby boomers. With that generation beginning to enter its sixties, he sees a huge opportunity in products for aging consumers. Focus groups and surveys confirm strong market demand for such items, and the media love the idea. So why is TF's NextStage, his new line of stores for older consumers, a disaster? Four experts comment on this fictional case study in R0807A and R0807Z. Donna J. Sturgess, global head of innovation for GlaxoSmithKline, thinks Tibal's research missed the subconscious associations in customers' minds--the deep metaphors that reveal people's true feelings about products. The solution: Find ways to generate positive emotional associations, as GSK has done with its weight-loss product. Alex Lee, president of householdproducts maker OXO International, says consumers are attracted by brands they associate with the type of people they'd like to be--not the type they are. TF's NextStage must avoid trying to get customers to "act their age" and using labels and positioning that call attention to their senior status. Yoshinori Fujikawa, a professor at Hitotsubashi University in Tokyo, says certain businesses--those led by executives with a talent for sensing what their customers want--can forgo deep research into customers' feelings, at least in the short term. But over the long term, firms need to have an organizational capability to create a systematic method for discovering what's going on in customers' minds. Lewis Carbone, CEO of market research firm Experience Engineering, points out that customers often are unable to articulate their deepest feelings. That's why companies need to go to the trouble to work with them one-on-one to find out what's driving them toward--or away from--a
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brand. Industry Setting: Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 6p Year New: 2007
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U0004B Title: Survey Your Customers-Electronically Publication Date: 04/01/2000 Product Type: Harvard Management Update Article Abstract: Electronic surveys are a marketer's dream: do your research on the Web and get instant information. But it's not for every situation--general surveys may be biased by the large number of people who do not use or have access to the Internet. But if your goal is specialty research, the Internet is great for tracking down people with specific needs or interests. Includes a sidebar entitled "First Survey?: Tips for Starting Out." Subjects: Consumer marketing; Internet; Market research; Polls & surveys; Technology; World Wide Web Length: 2p List Price: $4.50 999009 Title: Sustainable Marketing Leadership Author(s): Shapiro, Benson P. Publication Date: 11/05/2003 Product Type: Note Abstract: The market leader has the strongest ability among its competitors to shape an oligopolistic, segmented market in its favor. Market leadership is the result of the marketing leadership process including four steps: strategic visioning, integrated planning, managing performance, and marketing controllership. To some extent, market leadership is naturally sustainable. But, there are also natural processes that undermine the market leader's ability to maintain its position. Discusses this related set of topics. Subjects: Interdepartmental relations; Leadership; Marketing management; Marketing planning; Strategic planning; Strategy implementation Length: 32p NEW 501045 Title: Sustaining Value Author(s): Dolan, Robert J. Publication Date: 10/12/2000 Product Type: Note Abstract: Describes the challenges a firm faces in building and sustaining a value proposition over time. Describes major ways in which the marketing environment changes over time and the methods a firm can use to protect its
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market position. Subjects: Competition; Marketing management; Pricing; Product planning & policy Length: 10p 589028 Title: Suzuki Samurai Author(s): Quelch, John A.; Hiller, Tammy Bunn Publication Date: 09/18/1988 Revision Date: 10/05/1992 Product Type: Case (Field) Abstract: Suzuki and advertising agency executives are debating the product positioning and accompanying copy strategy alternatives for the Suzuki Samurai prior to its U.S. introduction. Geographic Setting: United States Industry Setting: Automotive industry Company Size: large Gross Revenues: $1 billion revenues Subjects: Advertising; Automobiles; Marketing strategy; Product positioning Length: 24p Supplementary Materials: Supplement (Pub Mat), (591040), 2p, by John A. Quelch, N. Craig Smith; Teaching Note, (591079), 9p, by John A. Quelch 591040 Title: Suzuki Samurai, Supplement Author(s): Quelch, John A.; Smith, N. Craig Publication Date: 01/08/1991 Product Type: Supplement (Pub Mat) Abstract: A condensed version of Suzuki Samurai: The Rollover Crisis. Suzuki management must plan a response to a Consumers Union demand for a recall of the Samurai on grounds of its unacceptable propensity to roll over. Must be used with: (589028) Suzuki Samurai. Industry Setting: Advertising industry; Automotive industry Subjects: Advertising; Automobiles; Management of crises; Marketing strategy; Product positioning; Product recalls Length: 2p 591016 Title: Suzuki Samurai: The Roll-Over Crisis Author(s): Quelch, John A.; Smith, N. Craig Publication Date: 07/19/1990 Revision Date: 01/13/1995 Product Type: Case (Library) Abstract: Following publication of a consumer reports test alleging a roll over problem with the recently introduced Suzuki Samurai, Suzuki management is trying to determine how to counter demands for a full product recall. Geographic Setting: United States Industry Setting: Automotive industry Company Size: mid-size Gross Revenues: $300 million revenues Subjects: Automobiles; Management of crises; Marketing strategy; Product recalls Length: 23p Supplementary Materials: Teaching Note, (593053), 14p, by John A. Quelch, N. Craig Smith, Andrew D. Dyer 500014 Title: The Swatch Group: On Internet Time Author(s): Wathieu, Luc; Knoop, CarinIsabel; Reavis, Cate Publication Date: 09/27/1999 Revision Date: 11/28/2000 Product Type: Case (Field) Abstract: Under the leadership of Nicholas Hayek, the Swatch Group, makers of the Swatch watch, is widely credited with revitalizing the Swiss watch industry by offering a consistent set of brands addressing all segments of the global watch market. New opportunities beyond the watch market have been explored recently (e.g., telecom, cars), but they did not live up to expectations. In October 1998, the Swatch Group launched Swatch Internet Time (SIT). SIT divided every day into 1,000 "beats" equivalent to 86.4 seconds each. Each day began with @000 (@ was the abbreviation for beats) and noon was @500. A new meridian line was created that passed over Swatch headquarters in Biel, Switzerland, making Biel Mean Time (BMT) the official reference for Internet time. Many questioned Swatch's motive behind SIT. Some believed that launching SIT was merely a way to reenergize the Swatch brand in markets such as the United States where sales and the Swatch image had been suffering. And others questioned whether the concept of SIT would catch on. Geographic Setting: Global Industry Setting: Watch industry Number of Employees: 18,000 Subjects: Brand management; Entrepreneurial management; International marketing; Internet; Marketing management Length: 18p Supplementary Materials: Teaching Note, (501016), 11p, by Luc Wathieu 502S45 Title: The Swatch Group: On Internet Time, Spanish Version Author(s): Wathieu, Luc; Knoop, CarinIsabel; Reavis, Cate Publication Date: 09/27/1999 Revision Date: 11/28/2000 Product Type: LACC Case Abstract: Under the leadership of
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Nicholas Hayek, The Swatch Group, makers of the Swatch watch, is widely credited with revitalizing the Swiss watch industry by offering a consistent set of brands addressing all segments of the global watch market. New opportunities beyond the watch market have been explored recently (e.g., telecom, cars), but they did not live up to expectations. In October 1998, The Swatch Group launched Swatch Internet Time (SIT). SIT divided every day into 1,000 "beats" equivalent to 86.4 seconds each. A new meridian line was created that passed over Swatch headquarters in Biel, Switzerland, making Biel Mean Time (BMT) the official reference for Internet time. Many questioned Swatch's motive behind SIT. Some believed that launching SIT was merely a way to reenergize the Swatch brand in markets such as the United States where sales and the Swatch image had been suffering. And others questioned whether the concept of SIT would catch on. Geographic Setting: Global Industry Setting: Watch industry Number of Employees: 18,000 Subjects: Brand management; Entrepreneurial management; International marketing; Internet; Marketing management Length: 20p IES078 Title: The Swatch Story Author(s): Joachimsthaler, Erich Publication Date: 09/01/1993 Product Type: Case (Field) Publisher: IESE Business School Abstract: Describes the success of SMH in launching the Swatch watch to compete in the low-price segment against the two Japanese watch giants, Citizen Watch and Hattori-Seiko. Detailed information about the company's situation is provided from the early 1980s up to 1993. The marketing factors that made Swatch a strong global brand are discussed. Geographic Setting: Switzerland Industry Setting: Microelectronics; Watch industry Subjects: Advertising; Consumer marketing; International marketing; Marketing management; Multinational corporations; Switzerland Length: 16p 589048 Title: Swedish Match Lighter Division: Strategic Review of the Lighter Business Author(s): Buzzell, Robert D. Publication Date: 10/06/1988 Product Type: Case (Field) Abstract: In the spring of 1988 management of the Swedish Match
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Co.'s Lighter Division was considering alternative "restructuring" plans aimed at reducing costs in the intensely competitive disposable lighter business. The case traces the evolution of the lighter business to one in which three global competitors account for 85% of worldwide sales. By the late 1980s, the size of the market was static and was expected to decline on account of the falling incidence of smoking. In this setting Swedish Match was attempting to improve its position by introducing a redesigned, lower cost product. Industry Setting: Consumer products Company Size: large Gross Revenues: $800 million revenues Subjects: Competition; Household products; International marketing; Marketing strategy; Multinational corporations; Product introduction Length: 24p 584033 Title: Syntex Laboratories (A) Author(s): Clarke, Darrel G. Publication Date: 09/01/1983 Revision Date: 10/18/1984 Product Type: Case (Field) Abstract: A consulting project involving a mathematical model of the sales force indicates that Syntex Labs should nearly double the size of their sales force and drastically alter their allocation of sales effort to the product line and physician specialties. The questions are whether the results are reliable and what action should be taken. May be used with: (584034) Syntex Laboratories (B). Geographic Setting: California Industry Setting: Pharmaceutical industry Company Size: large Gross Revenues: $700 million sales Subjects: Market research; Marketing implementation; Pharmaceuticals; Quantitative analysis; Sales management; Strategic planning Length: 22p 585131 Title: Syntex Laboratories (A), Computer Supplement: Sales Force Strategy Model Author(s): Clarke, Darrel G. Publication Date: 11/02/1984 Product Type: Supplement (Field) Abstract: Computer supplement. Industry Setting: Pharmaceutical industry Subjects: Market research; Marketing implementation; Pharmaceuticals; Quantitative analysis; Sales management; Strategic planning Length: 6p 586137 Title: Syntex Laboratories (A), Software Case Author(s): Clarke, Darrel G. Publication Date: 05/27/1986 Product Type: Software Case Abstract: A consulting project involving a mathematical model of the sales force indicates that Syntex Labs should nearly double the size of its sales force and drastically alter its allocation of sales effort to the product line and physician specialties. The questions are whether the results are reliable and what action should be taken. The software contains separate planning areas for product and physician specialty allocations of sales force effort. The worksheets compute the revenue, contribution margin, and marginal contribution for arbitrary sales force allocation plans. The worksheets can also be used to find both the constrained and unconstrained optimal salesforce size and allocation of effort across products and specialties through the use of the marginal contribution calculations and economic theory. Syntex Laboratories (B) is a useful supplement to the software case. It presents the initial implementation plan of the plan of the company. This version of an earlier case has been written to provide information on its use with Software, available on Diskette No. 9 (9086-009). Industry Setting: Pharmaceutical industry Subjects: Market research; Marketing implementation; Pharmaceuticals; Quantitative analysis; Sales management; Strategic planning Length: 34p 584034 Title: Syntex Laboratories (B) Author(s): Clarke, Darrel G. Publication Date: 09/01/1983 Revision Date: 11/07/1984 Product Type: Case (Field) Abstract: The recommendations of the consultants require a number of assumptions and modifications to be implemented by Syntex Labs. Presents the initial implementation plan of the company. May be used with: (584033) Syntex Laboratories (A). Geographic Setting: California Industry Setting: Pharmaceutical industry Company Size: large Gross Revenues: $700 million sales Subjects: Market research; Marketing implementation; Pharmaceuticals; Quantitative analysis; Sales management; Strategic planning Length: 18p
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502008 Title: Synthes Author(s): Gourville, John T. Publication Date: 12/14/2001 Revision Date: 04/03/2002 Product Type: Case (Field) Abstract: Synthes is the recognized leader in the U.S. orthopedic implant market, with a 50% market share in the metallic plates, rods, and screws used to fix severe bone fractures. Synthes' marketplace strength lies in the strength of its sales force and in the quality and reliability of its products. A major drawback to all metallic implants, however, is that they often need to be removed after the bones have healed. To address this problem, several major competitors have recently introduced polymer-based "bioresorbable" implants. In theory, these new implants remain rigid while the fracture heals, then gradually dissolve, eliminating their need for removal. In reality, however, some of these new implants have proven problematic--causing infection, incomplete healing, or the need for a second surgery. This leaves Synthes debating whether to enter the bioresorbable market and risk a highprofile product failure or to remain an observer and allow others to test the market and eventually validate (or invalidate) the concept. Geographic Setting: United States Industry Setting: Medical supplies Number of Employees: 2,000 Gross Revenues: $500 million revenues Subjects: Innovation; Marketing strategy; Medical supplies; Product development Length: 18p Supplementary Materials: Teaching Note, (503091), 14p, by John T. Gourville 504S34 Title: Synthes, Spanish Version Author(s): Gourville, John T. Publication Date: 12/14/2001 Revision Date: 04/03/2002 Product Type: LACC Case Abstract: Synthes is the recognized leader in the U.S. orthopedic implant market, with a 50% market share in the metallic plates, rods, and screws used to fix severe bone fractures. Synthes' marketplace strength lies in the strength of its sales force and in the quality and reliability of its products. A major drawback to all metallic implants, however, is that they often need to be removed after the bones have healed. To address this problem, several major competitors have recently introduced polymer-based "bioresorbable" implants. In theory, these new implants remain
Marketing
rigid while the fracture heals, then gradually dissolve, eliminating their need for removal. In reality, however, some of these new implants have proven problematic--causing infection, incomplete healing, or the need for a second surgery. This leaves Synthes debating whether to enter the bioresorbable market and risk a highprofile product failure or to remain an observer and allow others to test the market and eventually validate (or invalidate) the concept. Designed for a course on the marketing of innovations, but would work well as a general strategy case or a sustaining value case in most any marketing class. Geographic Setting: United States Industry Setting: Medical supplies Number of Employees: 2,000 Gross Revenues: $500 million revenues Subjects: Innovation; Marketing strategy; Medical supplies; Product development Length: 18p 582129 Title: Systems Analysis in Marketing Author(s): Shapiro, Benson P. Publication Date: 04/11/1982 Product Type: Note Abstract: Discusses three forms of systems analysis in marketing: sales response curves, competitive response matrices, and conversion matrices. The first relates sales to different elements of the marketing mix, the second considers competitive reactions to marketing activities, and the third, the sale of items in a product line related to the initial sale of another item (cascaded demand). Subjects: Competition; Demand analysis; Market analysis; Marketing mixes; Product lines; Systems analysis Length: 4p 67301 Title: Systems Approach to Marketing Author(s): Adler L Publication Date: 05/01/1967 Product Type: Harvard Business Review Article Abstract: The systems approach to the design and sale of products is the most promising development in marketing theory and practice. The object of this approach is to provide a complete offering to the market rather than a mere product. A systems outlook guides the introduction of new products and helps evolve a marketing intelligence system tailored to the needs of each marketer. The rewards of the application of the systems approach are: deeper market penetration, a broadening of markets, extension of product lines, and increased competitive strength. Subjects: Marketing organization; Marketing strategy; Operating systems; Systems analysis; Systems design Length: 14p 591099 Title: TBIRD: The Thai Business Initiative in Rural Development Author(s): Rangan, V. Kasturi Publication Date: 03/05/1991 Revision Date: 05/28/1991 Product Type: Case (Field) Abstract: During the period of 1987 to 1990, while Thailand had one of the fastest growing economies in the world (average growth rate of 12%), the income disparity between its rural and urban population (especially Bangkok City) was growing increasingly worse. Mechai Viravaidya, founder of Thailand's most successful family planning program, came out with an interesting idea to address this disparity. Named TBIRD, the idea involved convincing businesses to each adopt a village to transfer management skills to the village population. The case describes the implementation of the concept and raises several challenges for students to address. Geographic Setting: Thailand Company Size: small Number of Employees: 10 Subjects: Developing countries; Economic development; Industrial markets; Nonprofit marketing; Social enterprise; Southeast Asia Length: 23p Supplementary Materials: Case Video, (891515), 18 min, by V. Kasturi Rangan, Alexandra Roddy 395031 Title: TV Guide (A) Author(s): Rayport, Jeffrey F.; Salzinger, Steven M. Publication Date: 11/04/1994 Revision Date: 08/25/1997 Product Type: Case (Field) Abstract: TV Guide is the largest magazine in the United States and is attaining record profitability. This case details the economics of TV Guide's success by studying its advertiser and reader relationships. Presents a detailed look at how a large magazine manages all aspects of its business in the face of emerging competition. May be used with: (395032) TV Guide (B). Geographic Setting: Radnor, PA Industry Setting: Publishing industry Number of Employees: 1,300 Gross Revenues: $600 million revenues Subjects: Information systems; Marketing strategy; Publishing industry; Service management Length: 29p
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Supplementary Materials: Teaching Note, (396252), 30p, by Jeffrey F. Rayport 395032 Title: TV Guide (B) Author(s): Rayport, Jeffrey F.; Salzinger, Steven M. Publication Date: 01/16/1995 Revision Date: 09/15/1997 Product Type: Case (Field) Abstract: TV Guide, the nation's most profitable and largest magazine, attempts entry into the world of electronic publishing. The crux of TV Guide's strategy is to transform the magazine's content into a centralized database that can be accessed by new businesses, like on-screen programming guides for television, online service companies, and cutting-edge Internet applications developers. The case covers the development issues TV Guide faced in each business and the problems it foresaw trying to manage such disparate businesses under one umbrella. May be used with: (395031) TV Guide (A). Geographic Setting: Radnor, PA Industry Setting: Publishing industry Number of Employees: 3,000 Gross Revenues: $400 million revenues Subjects: Information systems; Marketing strategy; Publishing industry; Service management Length: 25p Supplementary Materials: Teaching Note, (396252), 30p, by Jeffrey F. Rayport; Supplement (Library), (898107), 4p, by Jeffrey F. Rayport, Carrie L. Ardito 898107 Title: TV Guide (C) Author(s): Rayport, Jeffrey F.; Ardito, Carrie L. Publication Date: 12/18/1997 Product Type: Supplement (Library) Abstract: Supplements the (B) case. Must be used with: (395032) TV Guide (B). Industry Setting: Publishing industry Subjects: Information systems; Marketing strategy; Publishing industry; Service management Length: 4p BH213 Title: Tacit Meaning in Disguise: Hidden Metaphors in New Product Development and Market Making Author(s): Teichert, Thorsten; Wartburg, Iwan, von; Braterman, Russell Publication Date: 11/15/2006 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana
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University Abstract: Explores the role of metaphor in product development processes and market making. Based on a sociocognitive perspective of innovation dynamics and required learning by market actors, the potential of metaphors for mental model development during new product development (NPD) processes is investigated. Three roles for metaphors as cognitive focusing devices for the coevolution of producers' and consumers' mental models are inferred: mental model communication, mental model matching, and mental model creation. These roles are illustrated by examples that reinforce the need for creativity in applying metaphors as cognitive focusing devices in NPD and market making. Subjects: NO SUBJECTS(KEYWORDS) Length: 11p Year New: 2006 BH085 Title: Tactical Implementation: The Devil Is in the Details Author(s): Porter, Thomas W.; Harper, Stephen C. Publication Date: 01/15/2003 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: The realities of putting tactics to work confound people on the corporate firing line every day. Today's tumultuous marketplace and growing business complexities don't help. And frontline managers and employees are the ones facing many of these challenges while trying to make top management dreams a reality. Attention must focus on the critical, yet often neglected, issue of effective tactical implementation, including many of the misconceptions and factors that contribute to its failure or success. Based on an ongoing research program on marketing implementation challenges, five key principles of tactical implementation are highlighted here, followed by eight recommendations to help managers cope with it-recommendations that apply to all aspects of business. Subjects: Marketing management; Marketing strategy; Operations management; Strategy implementation Length: 8p NEW 506054 Title: Takashimaya in Transition Author(s): Lal, Rajiv; Egawa, Masako; Toyama, Chisato Publication Date: 06/16/2006 Revision Date: 10/26/2007 Product Type: Case (Field) Abstract: Takashimaya, the largest department store in Japan, was suffering from declining sales. CEO Koji Suzuki had succeeded in instituting changes to cut costs. However, Suzuki needed to come up with a strategy to increase sales, particularly in apparel, which comprised the largest segment. Describes in detail the company's endeavors to develop its private brand in apparel. Geographic Setting: Japan Industry Setting: Apparel industry Number of Employees: 11,146 Gross Revenues: $10 billion revenues Event Year Start: 2005 Event Year End: 2005 Subjects: NO SUBJECTS(KEYWORDS) Length: 31p Year New: 2006 81204 Title: Taking Technology to Market Author(s): Ford D; Ryan C Publication Date: 03/01/1981 Product Type: Harvard Business Review Article Abstract: With the pressures of competition, R&D costs, and antitrust laws, companies must market technology during all phases of its life cycle. The technology life cycle includes stages from idea through development to direct sales. At each stage a company must decide whether it is most profitable to exploit, license, or sell the technology. Issues involved vary according to the stage of development. Subjects: Licensing; Marketing strategy; Product life cycle; Technology Length: 10p 591006 Title: Talbots Author(s): Salmon, Walter J.; Wylie, David Publication Date: 08/31/1990 Revision Date: 12/01/1993 Product Type: Case (Field) Abstract: Describes the entry of this store and catalog retailer of classic women's clothing into the Japanese market place. Introduces such issues as cross-border management, multinational retailing, and joint venturing. Geographic Setting: Hingham, MA; Japan Industry Setting: Retail industry Company Size: mid-size Gross Revenues: $453 million revenues Subjects: Clothing; International marketing; Japan; Joint ventures; Marketing strategy; Retailing
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Length: 15p Supplementary Materials: Teaching Note, (595082), 5p, by Walter J. Salmon, David Wylie 500082 Title: Talbots: A Classic Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 01/26/2000 Product Type: Case (Field) Abstract: This case traces why the $1 billion women's clothing retailer, decided to, attract younger customers, what went wrong, and the actions taken to recover. By the end of 1999, the company has reestablished itself and faces several growth opportunities and must decide on the best course of action. Geographic Setting: Massachusetts Industry Setting: Retail industry Gross Revenues: $1 billion revenues Subjects: Brands; Clothing; Growth strategy; Merchandising; Product positioning; Retailing Length: 23p Supplementary Materials: Teaching Note, (502060), 11p, by V. Kasturi Rangan, Marie Bell 503S14 Title: Talbots: A Classic, Spanish Version Author(s): Rangan, V. Kasturi; Bell, Marie Publication Date: 01/26/2000 Product Type: LACC Case Abstract: Talbots has recently recovered from a disastrous 1997 that saw earnings fall from $1.91 per share to $0.18 per share after the company tried to attract a younger customer segment. This case traces why the $1 billion women's clothing retailer decided to attract younger customers, what went wrong, and the actions taken to recover. By the end of 1999, the company has reestablished itself, faces several growth opportunities, and must decide on the best course of action. Geographic Setting: Massachusetts Industry Setting: Retail industry Gross Revenues: $1 billion revenues Subjects: Brands; Clothing; Growth strategy; Merchandising; Product positioning; Retailing Length: 26p F0510J Title: Talk About Brand Strategy Author(s): Mizik, Natalie; Jacobson, Robert Publication Date: 10/01/2005 Product Type: Harvard Business Review Article Abstract: Communicating your brand strategy to the financial community can boost share price, say Columbia
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Business School's Natalie Mizik and University of Washington Business School's Robert Jacobson. Subjects: NO SUBJECTS(KEYWORDS) Length: 1p Year New: 2005 506002 Title: Tanpin Kanri: Retail Practice at Seven-Eleven Japan Author(s): Lal, Rajiv; Han, Arar Publication Date: 07/12/2005 Product Type: Case (Library) Abstract: Toshifumi Suzuki, chairman and CEO of Seven and I Holding Co., was widely credited as the mastermind behind Seven-Eleven Japan's spectacular rise. Although Seven-Eleven Japan began as a small licensee of U.S. convenience store chain 7-Eleven, Inc. (then Southland Corp.) in 1974, it grew to become the highest grossing retailer in Japan, eclipsing its then-parent ItoYokado's sales. By 2005, it also owned a controlling stake in 7-Eleven, Inc. Over the years, Suzuki's emphasis on fresh merchandise, innovative inventory management techniques, and numerous technological improvements guided Seven-Eleven Japan's rapid growth. At the core of these lies Tanpin Kanri, Suzuki's signature management framework. May be used with: (505048) Ito-Yokado: The Challenge of Apparel. Geographic Setting: Japan Industry Setting: Convenience store industry; Retail industry Number of Employees: 4,815 Gross Revenues: 2.4 trillion yen revenues Event Year End: 2004 Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Year New: 2005 507S06 Title: Tanpin Kanri: Retail Practice at Seven-Eleven Japan, Spanish Version Author(s): Lal, Rajiv; Han, Arar Publication Date: 07/12/2005 Product Type: LACC Case Abstract: Toshifumi Suzuki, chairman and CEO of Seven and I Holding Co., was widely credited as the mastermind behind Seven-Eleven Japan's spectacular rise. Although Seven-Eleven Japan began as a small licensee of U.S. convenience store chain 7-Eleven, Inc. (then Southland Corp.) in 1974, it grew to become the highest grossing retailer in Japan, eclipsing its then-parent ItoYokado's sales. By 2005, it also owned a controlling stake in 7-Eleven, Inc. Over the years, Suzuki's emphasis on fresh merchandise, innovative inventory management techniques, and numerous technological improvements guided Seven-Eleven Japan's rapid growth. At the core of these lies Tanpin Kanri, Suzuki's signature management framework. Geographic Setting: Japan Industry Setting: Convenience store industry; Retail industry Number of Employees: 4,815 Gross Revenues: 2.4 trillion yen revenues Event Year End: 2004 Subjects: NO SUBJECTS(KEYWORDS) Length: 19p Year New: 2007 F0807E Title: Tap Consumers' Desire for "Shoulds" Author(s): Milkman, Katherine L. Publication Date: 07/01/2008 Product Type: Harvard Business Review Article Abstract: Research shows that people favor pleasurable "want" options if the consequences are immediate, and goodfor-you "should" options if the consequences will occur in the future. That finding offers potentially profitable opportunities. Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2007 579183 Title: Tappan Microwave Ovens Author(s): Buzzell, Robert D.; Wiersema, Frederik D. Publication Date: 03/01/1979 Product Type: Case (Library) Abstract: Describes Tappan's position and strategy in the microwave oven market. Should be used in conjunction with the Note on the Microwave Oven Industry to evaluate the company's thrust in this growth market. Geographic Setting: United States Industry Setting: Microwave Company Size: large Subjects: Appliances; Competition; Consumer goods; Growth strategy; Marketing strategy Length: 6p Supplementary Materials: Teaching Note, (585125), 9p, by Robert D. Buzzell 2604SL Title: Tapping Into Creative Class Consumption: Marketing and Communicating with the People Creating the Future, featuring Richard Florida, A Harvard Business School Publishing Virtual Seminar CD, Multi User Author(s): Florida, Richard Publication Date: 10/20/2007 Product Type: Conference Audio
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Abstract: When Richard Florida's book "The Rise of the Creative Class" first appeared, it sparked intense discussions about his assertion that people he deemed the creative class--engineers, scientists, writers, artists, educators, and other--created a greater share of economic activity than other groups and have a profound effect on society. The concept is now widely accepted and marketers have begun to wrestle with how to position products and services for this highly desirable segment. The creative class represents: 40 million people in the U.S. and 150 million people worldwide; 31% of the U.S. workforce yet 50% of total wages and income; and $474 billion in discretionary spending. How can you get your slice of this lucrative pie? What features and benefits most appeal to creatives? Through what channels can they most effectively be reached? How do you leverage their power as influencers? In this interactive session, Richard Florida will explore these questions and more. In this best practice briefing you will learn how to: better understand how the creative class can be segmented by personality and sexual orientation as well as income and other traditional means; create specific messaging that appeals to the exact targets you want to reach; and position your products and services for more impact at introduction and rollout. Subjects: NO SUBJECTS(KEYWORDS) Length: 90 min List Price: $349.00 Year New: 2005 2604CD Title: Tapping Into Creative Class Consumption: Marketing and Communicating with the People Creating the Future, featuring Richard Florida, A Harvard Business School Publishing Virtual Seminar CD, Single User Author(s): Florida, Richard Publication Date: 10/20/2007 Product Type: Conference Audio Abstract: When Richard Florida's book "The Rise of the Creative Class" first appeared, it sparked intense discussions about his assertion that people he deemed the creative class--engineers, scientists, writers, artists, educators, and others--created a greater share of economic activity than other groups and have a profound effect on society. The concept is now widely accepted and marketers have begun to wrestle with how to position products and services for this highly desirable segment. The creative class represents: 40 million people in the U.S. and 150 million people worldwide; 31% of the U.S.
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workforce yet 50% of total wages and income; and $474 billion in discretionary spending. How can you get your slice of this lucrative pie? What features and benefits most appeal to creatives? Through what channels can they most effectively be reached? How do you leverage their power as influencers? In this interactive session, Richard Florida will explore these questions and more. In this best practice briefing you will learn how to: better understand how the creative class can be segmented by personality and sexual orientation as well as income and other traditional means; create specific messaging that appeals to the exact targets you want to reach; and position your products and services for more impact at introduction and rollout. Event Year Start: 2007 Event Year End: 2007 Subjects: NO SUBJECTS(KEYWORDS) Length: 90 min List Price: $129.00 Year New: 2005 KEL314 Title: Target Stores: Strategic Brand Alliance Exercise Author(s): Tybout, Alice M. Publication Date: 01/01/2007 Product Type: Case (Field) Abstract: This exercise asks students to develop criteria that Target Stores should use in evaluating strategic brand alliances to support its positioning as a store where you can "Expect More. Pay Less." Students are then charged with proposing a new strategic partner for Target that meets the criteria they identify. Background information about the Target "guest" and past strategic alliance is provided. Geographic Setting: United States Industry Setting: Retail industry Subjects: NO SUBJECTS(KEYWORDS) Length: 4p F0206B Title: Target the Almost Rich Author(s): Johnson, Brian A.; Nunes, Paul F. Publication Date: 06/01/2002 Product Type: Harvard Business Review Article Abstract: Marketers have masterfully targeted the middle class and the very rich, but a breed of consumer is flying under their radar--those who aren't truly wealthy but still rank in the top 20% of earners. Three tactics can help companies reach the "almost rich." Subjects: Market definition; Market positioning; Marketing implementation; Marketing strategy Length: 2p 4851BC Title: Targeting Myth Markets: The First Step in Developing a Cultural Branding Strategy Author(s): Holt, Douglas B. Publication Date: 09/15/2004 Product Type: HBS Press Chapter Abstract: Identity brands are different from those competing in product markets. They participate in myth markets, competing and collaborating with other cultural products like films, music, television, sports, and books. The first step of your cultural branding strategy, therefore, must be identifying and targeting the most appropriate myth market. Subjects: NO SUBJECTS(KEYWORDS) Length: 26p List Price: $6.95 Year New: 2007 599107 Title: Tarnished Rings?: Olympic Games Sponsorship Issues Author(s): Greyser, Stephen A.; Clendenin, John A. Publication Date: 04/27/1999 Revision Date: 08/04/2004 Product Type: Case (Library) Abstract: Focuses on the impacts for Olympic sponsor companies of the bribery allegations related to the Salt Lake City Olympic Committee's successful bid for the 2002 Winter Games. The spread of the scandal to the International Olympic Committee board members and the recent bids of other cities threaten the value of Olympic sponsorship to key companies involved. Geographic Setting: Global Industry Setting: Professional sports teams & organizations Subjects: Communication; Consumer behavior; Consumer marketing; Management of crises; Sports Length: 7p Year New: 2004 593068 Title: Tate & Lyle PLC--Global Sweetener: Leadership in the 1990s Author(s): Goldberg, Ray A. Publication Date: 12/17/1992 Product Type: Case (Field) Abstract: Tate & Lyle is the largest most diversified firm in the global sweetener industry. It has to assess its future leadership role and position in the industry. Geographic Setting: Global Industry Setting: Sugars & sweeteners industry Company Size: large Number of Employees: 14,000
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Gross Revenues: $8 billion revenues Subjects: Agribusiness; International marketing; Marketing strategy Length: 27p 509008 Title: Taylor Fresh Foods Author(s): Bell, David E.; Shelman, Mary; Kindred, Natalie Publication Date: 12/15/2008 Product Type: Case (Field) Abstract: In 13 years, Bruce Taylor had built Taylor Fresh Foods into a $1 billion company and the top supplier of salads to the U.S. food service industry and to supermarket deli departments. In 2008, he was convinced that the time was right to make a big push in the fresh food area to satisfy consumers that were demanding more convenient, natural, good-tasting, and locally-grown foods. Bruce needed an action plan to make Taylor Fresh the industry leader before his competition woke up to the opportunity that lay before them all. Geographic Setting: United States Industry Setting: Agribusiness; Food industry Number of Employees: 5,000 Gross Revenues: $1 billion Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 38p 89205 Title: Teamwork for Today's Selling Author(s): Cespedes, Frank V.; Doyle, Stephen X.; Freedman, Robert J. Publication Date: 03/01/1989 Product Type: Harvard Business Review Article Abstract: Selling industrial goods has become more complicated in recent years. It is more likely to be the domain of teams that handle large accounts by coordinating their efforts across product lines. Even without formal teams, greater coordination is often required to land the sale and keep the customer. Three concerns have the most serious effect on coordination with an account-sharing strategy: compensation systems, goal setting, and staffing and training. Subjects: Industrial markets; Organizational structure; Sales compensation; Sales management; Teams Length: 7p 591050 Title: Techsonic Industries, Inc.: Customer Service Author(s): Menezes, Melvyn A.J.; Palter, Elisa M. Publication Date: 02/12/1991 Product Type: Case (Field)
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Abstract: Highlights the use of information technology to enhance customer service and raises the powerful issue of whether it is possible to go too far in servicing customers. Much of the company's success is based on its legendary customer service which includes a unique tie-up with Federal Express. After years of rapid growth, however, Techsonic Industries is facing a sharp downturn in revenues and profits. Top management has to decide how to respond to its financial difficulties. Options include cutting back on the sales force and some components of customer service. Also permits students to evaluate the life-time value of a customer. Geographic Setting: United States Industry Setting: Fishing; Electronics industry Company Size: mid-size Gross Revenues: $110 million revenues Subjects: Customer relations; Customer service; Electronics; Information services; Information technology; Marketing strategy; New product marketing; Service management Length: 20p 591007 Title: Techsonic Industries, Inc.: Humminbird - New Products Author(s): Menezes, Melvyn A.J.; Beinhocker, Eric Publication Date: 11/30/1990 Product Type: Case (Field) Abstract: After several new product failures, the company began using customer input to help develop new products. In 1989, the fishing electronics industry is experiencing a downturn, and the company's sales and profits are slipping. The company, which has one product line (depth sounders) and a strong brand (Humminbird), has conducted substantial market research on three new products. Of these, one is an extension of the existing line, while the other two would be new product lines for the company. Top management is deciding which one or more of the three new products it should proceed with. Geographic Setting: United States Industry Setting: Fishing; Electronics industry Company Size: mid-size Gross Revenues: $100 million revenues Subjects: Electronics; Market research; Marketing strategy; Product introduction; Product management; Product planning & policy Length: 23p Supplementary Materials: Teaching Note, (592103), 5p, by Robert J. Dolan 595052 Title: Tectonic Changes in the World of Marketing Author(s): School Press, Harvard Business Publication Date: 12/01/1994 Product Type: Reprint Abstract: Describes the intensely competitive, rapidly changing world in which marketers must currently operate. Shows how product line and order cycle management along with interjurisdictional coordination can be used to cope with the challenges. Subjects: Competition; Industry structure; International marketing; Marketing management; Marketing strategy; Strategic market planning Length: 10p 2068 Title: Ted Levitt on Marketing (Paperback) Author(s): Levitt, Theodore Publication Date: 07/10/2006 Product Type: HBR Paperback Series Abstract: Ted Levitt is one of the most widely respected thinkers in the field of marketing and management. His work and writings have changed the way scores of companies think about their businesses, organize for innovation and creativity, and market their products and services. Now, managers can have access to the best of Levitt's thinking over the last five decades in Ted Levitt on Marketing. Framed by a new introduction, this book features seminal articles, including "Marketing Success Through Differentiation," "The Globalization of Markets," "After the Sale Is Over," and "Marketing Myopia." A must-have resource for managers and marketers in any industry, this Harvard Business Review Paperback book is filled with big ideas and practical tools for creating and sustaining a company's competitive edge. Subjects: NO SUBJECTS(KEYWORDS) Length: 240p List Price: $24.95 Year New: 2006 589066 Title: Tejon Ranch and California Water Use Author(s): Goldberg, Ray A.; Hance, Chip Publication Date: 11/01/1988 Revision Date: 12/21/1988 Product Type: Case (Field) Abstract: Illustrates the complexity of equitably distributing a limited resource, in this case water, among the many needy users. Water marketing is proposed as one solution to fairly value the resource--a resource once
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considered to be free. Geographic Setting: California Industry Setting: Agriculture industry Company Size: small Gross Revenues: $25 million sales Subjects: Agribusiness Length: 30p 585047 Title: Telecom, Inc. Author(s): Moriarty, Rowland T., Jr.; Furey, Tim R. Publication Date: 01/03/1985 Revision Date: 07/01/1986 Product Type: Case (Gen Exp) Abstract: A recent MBA is asked to research the market for nonintelligent data terminals. After two months of preliminary research, she needs to decide if more research is necessary before making a presentation to her boss. If she decides to do additional research, she has four market research proposals to evaluate, using very different methods for data collection at very different costs. Geographic Setting: United States Industry Setting: Computer services industries Company Size: large Gross Revenues: $600 million revenues Subjects: Data processing; Industrial markets; Market research; Market segmentation Length: 21p E249 Title: Tellme Networks Author(s): Rachleff, Andrew Publication Date: 05/10/2007 Product Type: Case (Field) Publisher: Stanford University Abstract: In early 2001, following a lackluster consumer service launch, Tellme Networks made the decision to bet its future on a customer support operator elimination application aimed at enterprise companies. Unfortunately, sales associated with the new strategy were not ramping. Tellme board advisor Bill Campbell, chairman and former CEO of Intuit, grew frustrated with the small amount of information on which strategic decisions were being made and challenged David Weiden, VP Marketing, to develop a plan that could help determine the problem with the new strategy. Weiden embarked on developing a model, Project Rifle, to answer these questions. Rifle was a methodology to choose markets and customers most likely to buy the Tellme's services in large quantities. Rifle seemed to reveal prospects that were far different from the management team's intuition. If Tellme implemented Rifle, the sales team would not have
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much of a say with regard to potential customers to target. In other words, sales people would be chosen for their sales ability rather than their relationships or contacts. Sales people who did not buy into the process would likely leave. Geographic Setting: Silicon Valley Industry Setting: Telecommunications industry Subjects: NO SUBJECTS(KEYWORDS) Length: 15p Year New: 2007 581023 Title: Teradyne, Inc.--1979: Semiconductor Test Division (A) Author(s): Shapiro, Benson P.; Sherman, Jeffrey J. Publication Date: 08/01/1980 Revision Date: 08/16/1985 Product Type: Case (Field) Abstract: In 1979, the management of Teradyne's Semiconductor Test Division had to make important decisions regarding the allocation of engineering resources in the face of increased competition. They had to choose between upgrading an existing product and developing a new one. Geographic Setting: United States Industry Setting: Automation test equipment Gross Revenues: $53 million revenues Subjects: Electronics; Industrial markets; Product development; Product planning & policy; Semiconductors; Technological change Length: 14p Supplementary Materials: Supplement (Field), (581024), 2p, by Benson P. Shapiro, Jeffrey J. Sherman; Teaching Note, (584070), 15p, by Benson P. Shapiro 581024 Title: Teradyne, Inc.--1979: Semiconductor Test Division (B) Author(s): Shapiro, Benson P.; Sherman, Jeffrey J. Publication Date: 08/01/1980 Revision Date: 06/13/1983 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (581023) Teradyne, Inc.--1979: Semiconductor Test Division (A). Industry Setting: Electronics industry; Semiconductor industry Subjects: Electronics; Industrial markets; Product development; Product planning & policy; Semiconductors; Technological change Length: 2p 578117 Title: Teradyne, Inc.: The Hybrid Circuit Project Author(s): Shapiro, Benson P.; Cline, Craig E. Publication Date: 12/17/1977 Revision Date: 01/09/1981 Product Type: Case (Field) Abstract: After three years of successfully selling a turnkey product with high application engineering content to one customer, Mr. Jim Prestridge, vice president and new head of the semiconductor test division, must decide whether to sell a similar product to another customer, to develop a new product for the first customer, or to get out of the business altogether. Primary case issues involve custom versus proprietary products in a fast-growing, high-technology company, and managing business opportunities that involve high risks. The case is complex. Geographic Setting: New England Industry Setting: Electronics industry Gross Revenues: $50 million sales Subjects: Electronics; Engineering; High technology products; Industrial markets; Product design; Product lines; Risk management; Sales management Length: 25p DMI003 Title: Terry's Group: Designing Novelty Chocolates Author(s): Quelch, John A.; Bruce, Margaret Publication Date: 01/01/2001 Product Type: Case (Field) Publisher: Design Management Institute Abstract: Focuses on the development and market launch of a new FMCG product (a chocolate bar). The product was innovative and positioned in the niche market of indulgent countlines. Pricing and market strategy for the product are highlighted. Focus groups were held with consumers after market launch, as the market acceptance of the product was lower than initially planned. Focuses on a strategy to increase market acceptance. Industry Setting: Food industry Subjects: Brands; Food; Market research; Marketing strategy; New product marketing; Pricing; Product development Length: 14p Supplementary Materials: Supplement (Field), (DMI004), 2p, by John A. Quelch, Margaret Bruce; Teaching Note, (DMI005), 8p, by John A. Quelch, Margaret Bruce DMI004 Title: Terry's Group: Designing Novelty Chocolates, Epilogue Author(s): Quelch, John A.; Bruce, Margaret
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Publication Date: 01/01/2001 Product Type: Supplement (Field) Publisher: Design Management Institute Abstract: Supplements the case. Must be used with: (DMI003) Terry's Group: Designing Novelty Chocolates. Industry Setting: Food industry Subjects: Brands; Food; Market research; New product marketing; Pricing; Product development Length: 2p Supplementary Materials: Teaching Note, (DMI005), 8p, by John A. Quelch, Margaret Bruce 508068 Title: Terumo (A) Author(s): Egawa, Masako; Godes, David; Yamazaki, Mayuka Publication Date: 02/11/2008 Revision Date: 03/21/2008 Product Type: Color Case Abstract: Terumo faces two challenges: how to sell its catheter products in the U.S. and its new "Solution Pack" in its domestic market, Japan. The case provides rich detail on the firm's evolution from a manufacturer of thermometers to a seller of commodity products like syringes to a diversified firm offering a range of advanced products--catheters and graphs, for example--in addition to commodity products. It describes how the firm's sales strategy--including changes in structure and compensation--changed as its overall product line evolve. The case also offers an interesting contrast for students studying sales forces, in terms of how this Japanese model differs in the way, for example, the firm compensates--and views--salespeople. May be used with: (508070) Terumo (C). Number of Employees: 9,600 Gross Revenues: $2 billion Event Year Start: 2005 Event Year End: 2005 Subjects: NO SUBJECTS(KEYWORDS) Length: 33p Supplementary Materials: Supplement (Field), (508069), 3p, by Masako Egawa, David Godes, Mayuka Yamazaki Year New: 2005 508069 Title: Terumo (B) Author(s): Egawa, Masako; Godes, David; Yamazaki, Mayuka Publication Date: 02/11/2008 Revision Date: 03/10/2008 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. Must be used with: (508068) Terumo (A). Subjects: NO SUBJECTS(KEYWORDS)
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Length: 3p Year New: 2005 508070 Title: Terumo (C) Author(s): Egawa, Masako; Godes, David; Yamazaki, Mayuka Publication Date: 02/11/2008 Product Type: Color Case Abstract: This case provides a further update on the firm's decision regarding its U.S. sales strategy for its catheter products and the progress of Solution Pack. It also discusses the expansion of the firm's "Medical Pranex," a unique facility offering training and meeting space for doctors and nurses. Must be used with: (508068) Terumo (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2005 76309 Title: Test Marketing in New Product Development Author(s): Klompmaker, Jay E.; Hughes, G. David; Haley, Russell I. Publication Date: 05/01/1976 Product Type: Harvard Business Review Article Abstract: Test marketing should be conducted to provide a dress rehearsal for launching of a new product by a company. Test marketing gives information to improve marketing productivity and avoid disasters. It should be used in conjunction with other marketing information. Recent technological developments allow laboratory simulation of test marketing which can reduce test marketing costs significantly. Researchers may use mathematical market simulation models. Subjects: Market research; Marketing strategy; Product development; Product introduction; Simulation; Test markets Length: 10p 90305 Title: The Tests of a Good Salesperson Author(s): Gellerman, Saul W. Publication Date: 05/01/1990 Product Type: Harvard Business Review Article Abstract: A study of 25 auto-parts salespeople comparing behavior with performance indicates that: top performers focus the conversation on the catalog and sample boards, weak performers allow customers to control the talk; strong performers waste little time waiting for the customer's attention, weak performers are willing to wait for the customer. Most important, strong performers do not take refuge in the notion that some days are good and some are bad and nothing can be done about the bad. They shrug off a string of unsuccessful calls and continue calling. Sales managers should not try to hire only those who will become top performers, rather they must nurture their salespeople with potential. Subjects: Employee attitude; Employee training; Sales management Length: 4p IMD230 Title: Tetra Pak (A): The Challenge of Intimacy with a Key Customer Author(s): Kashani, Kamran; Shaner, Janet Publication Date: 06/13/2003 Revision Date: 01/03/2006 Product Type: Case (Field) Publisher: IMD - International Institute for Management Development Abstract: Describes a failed attempt to sell new packaging machinery to a key Italian customer facing declining sales and profits in its milk business. Tetra Pak's analysis leads them to propose a new product strategy that is summarily rejected by the customer. Raises the issue of Tetra Pak's strategy in the Italian milk market and the wisdom of its proposed customer strategy. The broader question is whether the company is serving the best interest of its key accounts. Geographic Setting: Italy Industry Setting: Packaging, carton & container industries Number of Employees: 22,000 Gross Revenues: 7 Billion Euros Subjects: NO SUBJECTS(KEYWORDS) Length: 14p Supplementary Materials: Teaching Note, (IMD231), 44p, by Kamran Kashani; Supplement (Field), (IMD232), 9p, by Kamran Kashani, Janet Shaner; Supplement (Field), (IMD233), 5p, by Kamran Kashani, Janet Shaner; Supplement (Field), (IMD234), 6p, by Kamran Kashani, Janet Shaner NEW IMD232 Title: Tetra Pak (B): The Customer Satisfaction Initiative Author(s): Kashani, Kamran; Shaner, Janet Publication Date: 06/13/2003 Revision Date: 01/03/2006 Product Type: Supplement (Field) Publisher: IMD - International Institute for Management Development Abstract: An abstract is not available for this product. Must be used with: (IMD230) Tetra Pak (A): The Challenge of Intimacy with a Key Customer. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p
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Supplementary Materials: Teaching Note, (IMD231), 44p, by Kamran Kashani NEW IMD233 Title: Tetra Pak (C): Implementing New Initiatives Author(s): Kashani, Kamran; Shaner, Janet Publication Date: 06/13/2003 Revision Date: 01/03/2006 Product Type: Supplement (Field) Publisher: IMD - International Institute for Management Development Abstract: An abstract is not available for this product. Must be used with: (IMD230) Tetra Pak (A): The Challenge of Intimacy with a Key Customer. Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Supplementary Materials: Teaching Note, (IMD231), 44p, by Kamran Kashani NEW IMD234 Title: Tetra Pak (D): Results Achieved (and the Remaining Issues) Author(s): Kashani, Kamran; Shaner, Janet Publication Date: 06/20/2003 Revision Date: 01/03/2006 Product Type: Supplement (Field) Publisher: IMD - International Institute for Management Development Abstract: An abstract is not available for this product. Must be used with: (IMD230) Tetra Pak (A): The Challenge of Intimacy with a Key Customer. Subjects: NO SUBJECTS(KEYWORDS) Length: 6p Supplementary Materials: Teaching Note, (IMD231), 44p, by Kamran Kashani NEW 576188 Title: Tex-Fiber Industries: Petroloid Products Division (A) Author(s): Abell, Derek F.; Craig, John Publication Date: 02/17/1976 Revision Date: 10/24/1983 Product Type: Case (Field) Abstract: After 15 years of corporate investments in Tex-Fiber's petroloid products division, corporate-wide concern for cash flow results in the designation of the business as a cash provider in the period 1975-80. In late 1974, the widening recession calls into question the profits and cash flow goals for the first year of this new strategy. The specific question posed in the case is how Tex-Fiber should react to these pressures in revising its 1975 plan.
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Should be used with Tex-Fiber Industries (B). Industry Setting: Petroleum industry Company Size: large Gross Revenues: $460 million sales Subjects: Cash flow; Corporate strategy; Long term planning; Marketing strategy; Multinational corporations; Petrochemicals; Strategic planning Length: 17p 577039 Title: Tex-Fiber Industries: Petroloid Products Division (C) Author(s): Abell, Derek F.; D''Cruz JR; D'Cruz, Joseph R.; D'Cruz, Joseph R.; ; D'Cruz, Joseph R. Publication Date: 10/13/1976 Revision Date: 12/21/1976 Product Type: Case (Field) Abstract: Presents a short text, followed by copies of a "PIMS" (profit impact of market strategy) questionnaire form. Describes Tex-Fiber management's desire to utilize PIMS as an aid to strategic planning and the need to submit input data about the business, its environment, its strategy, competition, and operating results. Students are required to fill out parts of the questionnaire forms using their own judgment as well as data contained in the (A) and (B) cases. This is the third of four, to be used in sequence. Geographic Setting: United States Industry Setting: Petroleum industry Company Size: large Gross Revenues: $400 million sales Subjects: Marketing planning; Marketing strategy; Models; Multinational corporations; Petrochemicals; Strategic planning Length: 38p 577040 Title: Tex-Fiber Industries: Petroloid Products Division (D) Author(s): Abell, Derek F.; D''Cruz JR; D'Cruz, Joseph R.; D'Cruz, Joseph R.; ; D'Cruz, Joseph R. Publication Date: 10/13/1976 Revision Date: 02/16/1977 Product Type: Case (Field) Abstract: Presents a "PIMS" (profit impact of market strategy) analysis of Tex-Fiber's situation. Management is debating how to use the analysis as an aid to strategic planning. In particular, they are interested in how PIMS can be used in the construction of the next 5year plan, which calls for a sharp increase in cash flow from the division to the corporation. Demonstrates the problems, opportunities and limitations associated with the application of PIMS to a real strategic planning problem. Geographic Setting: United States Industry Setting: Petroleum industry Company Size: large Gross Revenues: $400 million sales Subjects: Marketing planning; Marketing strategy; Models; Multinational corporations; Petrochemicals; Strategic planning Length: 31p 509027 Title: The American Express Card Author(s): Labatt-Randle, Jacquie; Quelch, John A. Publication Date: 09/19/2008 Product Type: Case (Field) Abstract: Senior executives at American Express are reviewing the company's marketing strategy for charge and credit cards in the United States. A variety of growth options exists for students to consider including further penetration of existing markets and the opening of new markets. Historical background information in the case enables instructors to analyze the phases of American Express's card strategy over the past fifty years. Geographic Setting: New York Number of Employees: >19,000 Gross Revenues: $15 billion Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 23p Supplementary Materials: Teaching Note, (509036), 7p, by John A. Quelch 6290BC Title: The CMO's First Ninety Days Author(s): Aaker, David Publication Date: 10/21/2008 Product Type: HBS Press Chapter Abstract: What should the CMO do during the first ninety days of a new or revitalized job? What should be the firstyear agenda? The importance of getting off to a good start and avoiding a bad one is crucial for anyone undertaking a change agent role, even if the change has an extended time horizon. The early efforts should have two prongs: assessing the organization's capability to span silos, and creating an action plan. Subjects: NO SUBJECTS(KEYWORDS) Length: 13p List Price: $6.95 R0802Z Title: The Corporate Brand: Help or Hindrance? (Commentary for HBR Case Study) Author(s): Dev, Chekitan S.; Keller, Kevin L.; Schulze, Horst; Granoff, Jill; Frampton, Jez Publication Date: 02/01/2008 Product Type: Harvard Business Review Article
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Abstract: Each of Lilypad's boutique hotels has its own sense of place and definition of customer experience. Though loyal to their favorites, guests don't visit other luxury properties in the collection or even realize they're affiliated. To boost the lifetime value of existing customers and reach new ones, CEO Andre Cleary is thinking about positioning the hotels more directly under the corporate umbrella. The company could gain scale efficiencies and possibly increase visits--but does one brand really fit all? Four experts comment on this fictional case study in R0802B and R0802Z. Horst Schulze, the CEO and president of the West Paces Hotel Group, says that Lilypad must build up its corporate brand to create long-term value. This would also help the company become more efficient at cross-promoting properties, offering services, and buying supplies in bulk. Jill Granoff, the executive vice president of direct brands at Liz Claiborne, says that the financial risks of putting the Lilypad name front and center may outweigh the potential rewards. The company should instead market its hotels more aggressively to travel agents and selectively acquire new properties to propel further growth. Kevin Lane Keller of Dartmouth argues that Lilypad must clarify what its brand represents before giving it any more emphasis. Rather than making significant changes in the rooms themselves, which could weaken the individual brands, management should coordinate behind the scenes to improve cross-sell numbers. Jez Frampton, the global CEO of the consultancy Interbrand, thinks Andre should systematically examine the brand in terms of Lilypad's customers and culture. That means conducting market research and moving away from the current "warlord" approach of managing each property as a separate fiefdom. May be used with: (R0802X) The Corporate Brand: Help or Hindrance? (HBR Case Study). Industry Setting: Hotel industry Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Year New: 2007 R0802B Title: The Corporate Brand: Help or Hindrance? (HBR Case Study and Commentary) Author(s): Dev, Chekitan S.; Keller, Kevin L.; Schulze, Horst; Granoff, Jill; Frampton, Jez Publication Date: 02/01/2008 Product Type: Harvard Business Review Article Abstract: Each of Lilypad's boutique
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hotels has its own sense of place and definition of customer experience. Though loyal to their favorites, guests don't visit other luxury properties in the collection or even realize they're affiliated. To boost the lifetime value of existing customers and reach new ones, CEO Andre Cleary is thinking about positioning the hotels more directly under the corporate umbrella. The company could gain scale efficiencies and possibly increase visits--but does one brand really fit all? Four experts comment on this fictional case study in R0802B and R0802Z. Horst Schulze, the CEO and president of the West Paces Hotel Group, says that Lilypad must build up its corporate brand to create long-term value. This would also help the company become more efficient at cross-promoting properties, offering services, and buying supplies in bulk. Jill Granoff, the executive vice president of direct brands at Liz Claiborne, says that the financial risks of putting the Lilypad name front and center may outweigh the potential rewards. The company should instead market its hotels more aggressively to travel agents and selectively acquire new properties to propel further growth. Kevin Lane Keller of Dartmouth argues that Lilypad must clarify what its brand represents before giving it any more emphasis. Rather than making significant changes in the rooms themselves, which could weaken the individual brands, management should coordinate behind the scenes to improve cross-sell numbers. Jez Frampton, the global CEO of the consultancy Interbrand, thinks Andre should systematically examine the brand in terms of Lilypad's customers and culture. That means conducting market research and moving away from the current "warlord" approach of managing each property as a separate fiefdom. Industry Setting: Hotel industry Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2007 R0802X Title: The Corporate Brand: Help or Hindrance? (HBR Case Study) Author(s): Dev, Chekitan S. Publication Date: 02/01/2008 Product Type: Harvard Business Review Article Abstract: Each of Lilypad's boutique hotels has its own sense of place and definition of customer experience. Though loyal to their favorites, guests don't visit other luxury properties in the collection or even realize they're affiliated. To boost the lifetime value of existing customers and reach new ones, CEO Andre Cleary is thinking about positioning the hotels more directly under the corporate umbrella. The company could gain scale efficiencies and possibly increase visits--but does one brand really fit all? Four experts comment on this fictional case study. Horst Schulze, the CEO and president of the West Paces Hotel Group, says that Lilypad must build up its corporate brand to create long-term value. This would also help the company become more efficient at cross-promoting properties, offering services, and buying supplies in bulk. Jill Granoff, the executive vice president of direct brands at Liz Claiborne, says that the financial risks of putting the Lilypad name front and center may outweigh the potential rewards. The company should instead market its hotels more aggressively to travel agents and selectively acquire new properties to propel further growth. Kevin Lane Keller of Dartmouth argues that Lilypad must clarify what its brand represents before giving it any more emphasis. Rather than making significant changes in the rooms themselves, which could weaken the individual brands, management should coordinate behind the scenes to improve cross-sell numbers. Jez Frampton, the global CEO of the consultancy Interbrand, thinks Andre should systematically examine the brand in terms of Lilypad's customers and culture. That means conducting market research and moving away from the current "warlord" approach of managing each property as a separate fiefdom. May be used with: (R0802Z) The Corporate Brand: Help or Hindrance? (Commentary for HBR Case Study). Industry Setting: Hotel industry Subjects: NO SUBJECTS(KEYWORDS) Length: 6p Year New: 2007 UV0307 Title: The Crutchfield Corporation Author(s): Pfeifer, Phillip E. Publication Date: 08/26/1994 Revision Date: 11/07/2006 Product Type: Case (Field) Abstract: Crutchfield, a large U.S. mailorder firm specializing in consumer electronics and personal computers, must evaluate the results of a recent "prospecting" mailing to a rented list of names. A determination of the mailing requires the calculation of the lifetime value of the new customers acquired. Case data on repurchase probabilities (broken out by recency and frequency) support such a calculation. The case can also be used to introduce the RFM (recency, frequency, monetary value)
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framework for valuing customers. Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Supplementary Materials: Teaching Note, (UV0308), 10p, by Phillip E. Pfeifer, Roy Perticucci Year New: 2007 508063 Title: The International Finance Corporation's Grassroots Business Initiative Author(s): Rangan, V. Kasturi; Lee, Katharine Publication Date: 02/11/2008 Revision Date: 02/27/2009 Product Type: Case Abstract: Grassroots Business Initiative (GBI) was set up to financially assist small enterprises engaged in creating social value. Three years later, Harold Rosen, its creator, wished to explore an alternative funding model to provide it with scale and sustainability. Gross Revenues: $9 million Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 19p Year New: 2008 509033 Title: The Metropolitan Opera (A) Author(s): Elberse, Anita; Perez, Crissy Publication Date: 12/31/2008 Product Type: Case (Library) Abstract: In April 2007, the New York City Metropolitan Opera's general manager Peter Gelb looks back on the first season of a daring experiment to broadcast performances live in highdefinition to movie theaters across North America. While the "Live in HD" program has received mostly positive reviews, there are lingering concerns. Do the benefits of the simulcasts continue to outweigh the possible drawbacks and the significant operational and financial resources? Industry Setting: Performing arts Number of Employees: 1,500 Gross Revenues: $220 million Event Year Start: 2007 Event Year End: 2007 Subjects: NO SUBJECTS(KEYWORDS) Length: 18p Supplementary Materials: Supplement (Field), (509034), 4p, by Anita Elberse, Crissy Perez 509034 Title: The Metropolitan Opera (B) Author(s): Elberse, Anita; Perez, Crissy Publication Date: 12/31/2008 Product Type: Supplement (Field)
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Abstract: Supplements the (A) case. Must be used with: (509033) The Metropolitan Opera (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 4p R0804F Title: The Right Way to Manage Unprofitable Customers Author(s): Mittal, Vikas; Sarkees, Matthew; Murshed, Feisal Publication Date: 04/01/2008 Product Type: Harvard Business Review Article Abstract: Problem customers can cost your business lots of money, but quickly ejecting them may not be the best way to relieve the burden. Mittal, of Rice University, Sarkees, of Penn State, and Murshed, of Towson University, explore the ins and outs of customer divestment. Using real-world examples, the authors show how deciding to end a relationship with a customer segment or individual can increase profitability, improve employee morale, address capacity constraints, and bolster a business strategy. However, divestment also comes with potential downsides for various constituencies, including employees and remaining customers, both of whom may wonder whether they're next. In addition, ethical and legal consequences--and the risk of bad publicity--always loom. Before you rush to action, say the authors, walk through their five-part customer divestment framework. First, reassess the context of present customer relationships, looking beyond simple profitability. You may find that the most productive option is to educate customers rather than drop them. In some cases, if you renegotiate the value proposition with them, both of you will win. In other instances, you'll want to migrate customers to other subsidiaries or providers, as long as the move is undertaken--and perceived to be conducted--in good faith. If it becomes necessary to terminate a customer relationship, use a direct, interpersonal approach. No business can afford to squander its customer base, so divestment should not be boiled down to determining merely who is profitable and who is not--the strategic consequences are too weighty. In the end, the decision about whether to divest might prove to be the toughest customer of all. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2007 9-908-061 Title: TheLadders Author(s): Bennett, Nicole; Coles, Peter A.; Hall, Brian J.; Edelman, Benjamin Publication Date: 04/07/2008 Revision Date: 06/10/2008 Product Type: Case (Field) Abstract: Despite strong appeal among job seekers and outside recruiters, TheLadders' corporate job listings seem to lag. Could raising prices help solve the problem? TheLadders considers this strategic paradox. Industry Setting: Executive search Number of Employees: 191 Subjects: NO SUBJECTS(KEYWORDS) Length: 15p Year New: 2008 577120 Title: Thing the Professor Forgot (B) Author(s): Austin, James E.; Shulstad, Craig Publication Date: 02/03/1977 Revision Date: 09/30/1986 Product Type: Case (Field) Abstract: Concerns the publicity resulting from a promotional effort by General Mills and the USDA. Primary issues addressed are how the adverse reaction to their efforts could have been foreseen, and what the implications of this experience are on future nutritional efforts. Geographic Setting: United States Industry Setting: Breakfast cereal industry Company Size: Fortune 500 Gross Revenues: $2 billion sales Subjects: Food; Health; Public relations Length: 8p KEL113 Title: ThoughtWorks (A): Targeting and Positioning Basics for a Services Firm Author(s): Tybout, Alice M.; Ragsdale, Kyle Publication Date: 01/01/2004 Product Type: Case (Field) Abstract: ThoughtWorks, a mediumsize IT systems integrator, was growing quickly but identified "lack of clear positioning around which to build a brand" as the biggest impediment to continued growth. The company had identified features that it believed differentiated it from its competitors and was considering alternative segments to target. Asks readers to choose a target and develop a positioning statement for that target as well as identify the assumptions underlying the recommended positioning strategy and suggest how market research could help establish the validity of those assumptions. Geographic Setting: United States Industry Setting: IT industry Gross Revenues: $75 million revenues
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Event Year Start: 2003 Event Year End: 2003 Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Supplementary Materials: Supplement (Field), (KEL114), 3p, by Alice M. Tybout, Kyle Ragsdale; Teaching Note, (KEL178), 19p, by Alice M. Tybout Year New: 2005 KEL114 Title: ThoughtWorks (B) Author(s): Tybout, Alice M.; Ragsdale, Kyle Publication Date: 01/01/2004 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (KEL113) ThoughtWorks (A): Targeting and Positioning Basics for a Services Firm. Geographic Setting: United States Industry Setting: IT industry Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Supplementary Materials: Teaching Note, (KEL178), 19p, by Alice M. Tybout Year New: 2005 587121 Title: Thr New Intimacy Author(s): Shapiro, Benson P. Publication Date: 04/27/1987 Revision Date: 01/03/1990 Product Type: Note Abstract: Describes how close relationships with customers require close interfunctional and interdivisional coordination. Explains where the closest vendor/customer relationships arise and how they stress internal coordination. Also enumerates and briefly describes the way in which interfunctional coordination can be achieved. Subjects: Customer relations; Industrial markets; Interdepartmental relations; Product lines Length: 6p CMR289 Title: The Three Faces of Consumer Promotions Author(s): Raghubir, Priya; Inman, J. Jeffrey; Grande, Hans Publication Date: 08/01/2004 Product Type: CMR Article Publisher: California Management Review Abstract: Sales promotions targeted at consumers (e.g., coupons, sweepstakes, free offers) are becoming a large and growing part of marketing budgets worldwide. Presents a framework that examines the effect of managerially controllable actions--specifically, designing and communicating a sales promotion--on increasing the incentive
Marketing
for different segments of consumers to purchase a product. Sales promotions have three distinct aspects: an economic aspect that provides both incentives and disincentives to purchase a brand; an informational aspect that consumers use to make purchase decisions; and an affective aspect that influences how consumers feel about their shopping transaction, both positively and negatively. How a promotional offer is designed and communicated determines both its information value and its affective appeal, which then enhances or diminishes the attractiveness of the offer beyond the economic incentive it provides. Companies' promotion strategies should attempt to maximize the positive informative and affective aspects, as these can lessen the need for a large economic incentive and thereby increase the promotions' profitability. Subjects: Consumer behavior; Marketing strategy; Profitability analysis; Sales promotions Length: 24p Year New: 2004 R0209F Title: Three Questions You Need to Ask About Your Brand Author(s): Keller, Kevin L.; Sternthal, Brian; Tybout, Alice M. Publication Date: 09/01/2002 Product Type: Harvard Business Review Article Abstract: Traditionally, the people responsible for positioning brands have concentrated on the differences that set each brand apart from the competition. But emphasizing differences isn't enough to sustain a brand against competitors. Managers should also consider the frame of reference within which the brand works and the features the brand shares with other products. Asking three questions about your brand can help: Have we established a frame? A frame of reference signals to consumers the goal they can expect to achieve by using a brand. Are we leveraging our points of parity? Certain points of parity must be met if consumers are to perceive your product as a legitimate player within its frame of reference. Are the points of difference compelling? A distinguishing characteristic that consumers find both relevant and believable can become a strong, favorable, unique brand association, capable of distinguishing the brand from others in the same frame of reference. Subjects: Brand equity; Brand management; Brands; Marketing strategy; Product positioning Length: 6p 508095 Title: Ti-Tech (A) Author(s): Shapiro, Benson P.; Gourville, John T.; Cline, Craig E. Publication Date: 04/25/2008 Product Type: Case (Field) Abstract: This case concerns the selection and scheduling of orders by a small industrial titanium fabricator that recently has been plagued by poor deliveries and a lack of capacity. At the time of the case, Ti-Tech must decide which of four orders to accept, with capacity making it impossible to accept all four. Each order represents a different mix of labor, revenues, and potential future work. The case forces the student to choose among the four orders, given limited capacity available, other business likely to come along, and the requirements of each order. The case is an updated version of Fabtek (A). Geographic Setting: United States Industry Setting: Chemicals Gross Revenues: $60 million sales Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 16p Supplementary Materials: Supplement (Field), (508096), 2p, by Benson P. Shapiro, John T. Gourville Year New: 2008 508096 Title: Ti-Tech (B) Author(s): Shapiro, Benson P.; Gourville, John T. Publication Date: 04/25/2008 Product Type: Supplement (Field) Abstract: An abstract is not available for this product. Must be used with: (508095) Ti-Tech (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Year New: 2008 501038 Title: TiVo Author(s): Wathieu, Luc; Zoglio, Michael Publication Date: 11/22/2000 Revision Date: 10/14/2005 Product Type: Case (Field) Abstract: TiVo is a digital video recorder that allows viewers to watch what they want, when they want to watch it. Fourteen months into the launch, sales are very disappointing. Brodie Keast, VP of marketing and sales, wants to combine a catchy communications campaign, product bundling with satellite television receivers, aggressive pricing,
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and sales support, in order to boost demand for the new category. One important goal is to position TiVo as a strong brand before the entry of big player Microsoft. TiVo is confronted with the difficulty of selling a new and complex electronics product that is meant to change consumer habits radically. Moreover, the impact of TiVo on the television and advertising industries is ambiguous, and TiVo needs to demonstrate that it can play a constructive role in the future media landscape. May be used with: (502062) TiVo in 2002: Consumer Behavior. Geographic Setting: San Jose, CA Industry Setting: Television Number of Employees: 181 Gross Revenues: $200,000 revenues Subjects: Advertising; Broadcasting industry; Consumer behavior; Marketing planning; New product marketing Length: 16p Supplementary Materials: Teaching Note, (501057), 11p, by Luc Wathieu, Michael Zoglio BESTSELLER 502S35 Title: TiVo, Spanish Version Author(s): Wathieu, Luc; Zoglio, Michael Publication Date: 08/09/2002 Product Type: LACC Case Abstract: TiVo is a digital video recorder that allows viewers to watch what they want, when they want to watch it. Fourteen months into the launch, sales are very disappointing. Brodie Keast, VP of marketing and sales, wants to combine a catchy communications campaign, product bundling with satellite television receivers, aggressive pricing, and sales support, in order to boost demand for the new category. One important goal is to position TiVo as a strong brand before the entry of big player Microsoft. TiVo is confronted with the difficulty of selling a new and complex electronics product that is meant to change consumer habits radically. Moreover, the impact of TiVo on the television and advertising industries is ambiguous, and TiVo needs to demonstrate that it can play a constructive role in the future media landscape. Geographic Setting: San Jose, CA Industry Setting: Television Number of Employees: 181 Gross Revenues: $200,000 revenues Subjects: Advertising; Broadcasting industry; Consumer behavior; Marketing planning; New product marketing Length: 18p KEL132 Title: TiVo
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Author(s): Tybout, Alice M.; Hennessy, Julie Publication Date: 01/01/2004 Product Type: Case (Pub Mat) Abstract: Addresses a new product launch into the emerging interactive television industry and the role of market research in shaping the strategic marketing plan. Illustrates the challenges of measuring and understanding probable consumer response and adoption behaviors given a technically innovative product offering. The competitive environment is dynamic, with competitors also poised to launch. But this company hopes to retain its firstmover advantage, which also gives it the burden of educating the right consumers quickly and driving rapid adoption. Geographic Setting: United States Industry Setting: Television Subjects: NO SUBJECTS(KEYWORDS) Length: 8p Year New: 2005 502062 Title: TiVo in 2002: Consumer Behavior Author(s): Wathieu, Luc; Zoglio, Michael Publication Date: 03/08/2002 Revision Date: 07/26/2002 Product Type: Case (Field) Abstract: Brodie Keast is anxious to understand the sharp contrast between the inertia of prospects and the deep emotional response shown by converted users of TiVo. After an overview of the company's situation and problems, the case focuses on different kinds of data (sales results, satisfaction and usage data, purchase influence, demographics, attitude data, and behavioral data) and explains how that data emerged over time as the company was more and more pressured to explore the essence of its value proposition. May be used with: (501038) TiVo. Geographic Setting: San Jose, CA Industry Setting: Television Number of Employees: 265 Gross Revenues: $19 million revenues Subjects: Advertising; Broadcasting industry; Consumer behavior; Marketing planning; New product marketing Length: 14p Supplementary Materials: Teaching Note, (506067), 7p, by Luc Wathieu 78305 Title: Tie Salesmen's Bonuses to Their Forecasts Author(s): Gonik, Jacob Publication Date: 05/01/1978 Product Type: Harvard Business Review Article Abstract: Traditional achievement and objective-achievement compensation systems either fail to account fairly for sales territories which have different potentials, or induce salesmen to provide the company with low forecasts in order to meet their quotas. The objective-forecast-actual (OFA) system is a combination of three measurements: the company objective, the forecast of the salesman, and the actual results the salesman achieves. It is an approach that accounts for unequal territories and makes good forecasting possible by rewarding a salesman according to how close his forecasts and actual results are to the company's objective. The system brings about sales volume, payment for performance, and good field information for company planning. Subjects: Incentives; Sales compensation; Sales management Length: 7p 507077 Title: Tiger-Tread Author(s): Deshpande, Rohit Publication Date: 05/01/2007 Revision Date: 04/01/2008 Product Type: Case (Gen Exp) Abstract: Describes an innovative product launch for which a marketing plan and a breakeven analysis are needed. Geographic Setting: United States Industry Setting: Chemical industry Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Year New: 2007 599068 Title: Time Warner, Inc.: New Business Opportunity Author(s): Dolan, Robert J. Publication Date: 12/09/1998 Product Type: Case (Library) Abstract: The business opportunities for magazine publishers created by the 1998 tobacco settlement banning billboard and transit advertising and limiting distribution of specialty items are described. Geographic Setting: United States Industry Setting: Publishing industry Subjects: Advertising; Business & society; Ethics; Marketing management; Publishing industry Length: 2p BH144 Title: Time, Attention, Authenticity and Consumer Benefits of the Web Author(s): Koiso-Kanttila, Nina Publication Date: 01/15/2005 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Addresses three potential
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consumer behavior tendencies: perceived time scarcity, competition for consumers' attention, and quest for authenticity. Also reviews prior research results on consumer benefits of the Web, which include convenience, time savings, ease of use, cost savings, and selection of items. The most prevalent consumer concerns are safety, waiting time, and loss of human interaction. Concludes that both time and attention are closely related to measurable attributes of interactive environments, whereas the ideals of authenticity may influence behavior less directly. Industry Setting: Internet & online services industries Subjects: NO SUBJECTS(KEYWORDS) Length: 8p Year New: 2005 M171A Title: Timelapse, Inc. (A) Author(s): Ryans, Adrian B. Publication Date: 01/01/1976 Product Type: Case (Field) Publisher: Stanford University Abstract: A small company in a critical financial situation is trying to decide whether it should (and if so, how to) introduce a modified version of an existing product into a new and potentially large market--the high school athletic market. Product policy, pricing, and distribution issues are involved. Geographic Setting: Mountain View, CA Industry Setting: Electronics industry Subjects: Distribution; Electronics; New product marketing; Pricing; Product planning & policy Length: 11p 578208 Title: Titanium Fabrication Division (A) Author(s): Shapiro, Benson P.; Cline, Craig E. Publication Date: 06/19/1978 Revision Date: 01/30/1987 Product Type: Case (Field) Abstract: Concerns the selection and scheduling of orders by a small industrial titanium fabricator that in recent months has been plagued by poor deliveries and a lack of capacity. Four orders are offered, from which the student must select one. Each order represents different order-mix/customer situation issues. The case forces the student to choose among the four orders, given conflicting estimates of capacity available, other business likely to come along, and the requirements of each order. Replaced by Fabtek (A) (9-592095). Geographic Setting: Fairfield, CT Industry Setting: Fabricated metals
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Company Size: small Gross Revenues: $10 million sales Subjects: Competitive bidding; Industrial markets; Metals; Order processing; Pricing; Production scheduling; Purchasing Length: 12p Supplementary Materials: Supplement (Field), (578209), 2p, by Benson P. Shapiro 586136 Title: Titanium Fabrication Division (A), Software Case Author(s): Shapiro, Benson P. Publication Date: 05/14/1986 Product Type: Software Case Abstract: Presents an urgent offer for repair service from a large prospective customer that had purchased an item from a competitor. The item, which Titanium Fabrication Division (TiFab) had bid on, went out at a price that TiFab predicted was below the amount necessary to ensure quality. Now the customer needs to have the unit, part of a much larger production system, repaired and is willing to pay a very high price. Students must choose a price for this TiFab order, and decide whether or not to take it. The Lotus 1-2-3 worksheet contains data from the case exhibits. Titanium Fabrication Division (B) should be handed out in class after a discussion of the (A) case. This version of the case by B.P. Shapiro and C.E. Cline has been written to provide information on its use with software available on Diskette No. 9 (9-086-009). Requires: Lotus 1-2-3 Release 1A; Category: Caseware. Industry Setting: Metals Subjects: Competitive bidding; Industrial markets; Metals; Order processing; Pricing; Production scheduling; Purchasing Length: 17p 578209 Title: Titanium Fabrication Division (B) Author(s): Shapiro, Benson P. Publication Date: 06/01/1978 Revision Date: 03/19/1985 Product Type: Supplement (Field) Abstract: Presents an urgent order for repair service from a large prospective customer that had purchased an item from a competitor. The item, which TiFab had bid on, went out at a price that TiFab predicted was below the amount necessary to ensure quality manufacture. Now the customer needs to have the unit, part of a much larger production system, repaired and is willing to pay a very high price. The student must choose a price for this order, and decide whether to take it. Should be handed out in class after discussion of the (A) case. Replaced by Fabtek (B) (9-592-096). Must be used with: (578208) Titanium Fabrication Division (A). Industry Setting: Metals Subjects: Competitive bidding; Industrial markets; Metals; Order processing; Pricing; Production scheduling; Purchasing Length: 2p 594081 Title: Tofu: An Ancient Food Source Seeks to De-Yuckify Itself Author(s): Greyser, Stephen A.; Schille, Wendy Publication Date: 12/09/1993 Revision Date: 07/20/1994 Product Type: Case (Library) Abstract: Tofu manufacturers confront the challenge of broadening the appeal of an unpopular product in the U.S. market. The strengths of the product relate to the growing interest in health/nutrition. Its uses both "as is" and as an ingredient are described, along with a variety of company histories regarding marketing initiatives in behalf of tofu. Teaching Purpose: Students must analyze the potential for tofu with the U.S. in light of some 15 years of product and company experiences. May be used with BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself as a parallel situation in the durables field. Geographic Setting: United States Industry Setting: Food processing industry Gross Revenues: $1.1 billion revenues Subjects: Consumer marketing; Food; Product positioning Length: 17p BH094 Title: Top Box: Rediscovering Customer Satisfaction Author(s): Taylor, Andy Publication Date: 09/15/2003 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: In the early 1990s, Enterprise Rent-A-Car was experiencing dramatic growth, but future CEO Andy Taylor grew concerned that the quality and consistency of customer service might become a victim of that growth. Under his direction, the company took the bold step of tying field managers' career advancement directly to their operations' customer satisfaction performance, as measured by a monthly customer survey, the Enterprise Service Quality index (ESQi). Many managers were skeptical at first. But after ESQi was firmly in place, the company's average score for "completely satisfied"
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customers began to climb--and has been climbing ever since, along with market share. Industry Setting: Automotive industry Subjects: Automobiles; Customer relations; Marketing management; Marketing strategy; Service management Length: 12p Year New: 2004 R0109E Title: Torment Your Customers (They'll Love It) Author(s): Brown, Stephen Publication Date: 10/01/2001 Product Type: Harvard Business Review Article Abstract: In the past decade, marketing gurus have called for customer care, customer focus, even--shudder-customer centricity. But according to marketing professor Stephen Brown, the customer craze has gone too far. In this article, he makes the case for "retromarketing"--a return to the days when marketing succeeded by tormenting customers rather than pandering to them. Using vivid examples, Brown shows that many recent consumer marketing coups have decidedly not been customer driven. They've relied instead on five basic retromarketing principles: First, exclusivity. Retromarketing eschews the modern marketing proposition of "Here it is, there's plenty for everyone" by holding back supplies and delaying gratification. You want it? Can't have it. Try again later, pal. Second, secrecy. Whereas modern marketing is up-front and transparent, retromarketing revels in mystery, intrigue, and covert operations. (Consider the classic "secret" recipes that have helped to purvey all sorts of comestibles.) The key is to make sure the existence of a secret is never kept secret. Third, amplification. In a world of incessant commercial chatter, amplification is vital, and it can be induced in many ways, from mystery to affront to surprise. Fourth, entertainment. Marketing must divert, engage, and amuse. The lack of entertainment is modern marketing's greatest failure. Fifth, tricksterism. Customers love to be teased. The tricks don't have to be elaborate to be effective; they can come cheap. But the rewards can be great if the brand is embraced, even briefly, by the in crowd. Managers may be dismayed by the thought of deliberately thwarting consumers. But if marketers were really customer oriented, they'd give their customers what they want: old-style, gratuitously provocative marketing. Subjects: Customer relations; Customer
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retention; Marketing management; Marketing planning; Marketing strategy Length: 7p 7855 Title: Torment Your Customers (They'll Love It) (HBR OnPoint Enhanced Edition) Author(s): Brown, Stephen Publication Date: 10/01/2001 Product Type: HBR OnPoint Article Abstract: In the past decade, marketing gurus have called for customer care, customer focus, even--shudder-customer centricity. But according to marketing professor Stephen Brown, the customer craze has gone too far. In this article, he makes the case for "retromarketing"--a return to the days when marketing succeeded by tormenting customers rather than pandering to them. Using vivid examples, Brown shows that many recent consumer marketing coups have relied on five basic retromarketing principles: First, exclusivity. Retromarketing holds back supplies and delays gratification. Second, secrecy. Retromarketing revels in mystery, intrigue, and covert operations. Third, amplification. In a world of incessant commercial chatter, amplification is vital. Fourth, entertainment. The lack of entertainment is modern marketing's greatest failure. Fifth, tricksterism. Customers loved to be teased. Subjects: Customer relations; Customer retention; Marketing management; Marketing planning; Marketing strategy Length: 11p List Price: $6.50 582032 Title: Toro Co. (A) Author(s): Salmon, Walter J.; CannonBonventre, Kristina Publication Date: 09/21/1981 Revision Date: 09/30/1983 Product Type: Case (Field) Abstract: The Toro Co., manufacturer of lawn care and snow removal equipment, is assessing its distribution strategy. For consumer products, Toro had emphasized selective distribution through wholesale distributors for large ticket items, and direct sales to mass merchandisers for small ticket items. Can it achieve sales growth by expanding distribution and maintaining a traditional sales and service network? To be used with Toro Co. (C) and (D). Geographic Setting: United States Industry Setting: Lawn care Gross Revenues: $402 million sales Subjects: Consumer marketing; Distribution planning; Machinery; Marketing implementation; Marketing organization; Marketing strategy; Sales strategy Length: 38p 582033 Title: Toro Co. (C) Author(s): Salmon, Walter J.; CannonBonventre, Kristina Publication Date: 09/21/1981 Product Type: Case (Field) Abstract: The Toro Co., manufacturer of lawn care and snow removal equipment, is reviewing its distribution strategy. How will changes in distribution strategy affect salesforce organization, i.e., structure, size, and compensation? To be used with Toro Co. (A) and (D). Geographic Setting: United States Industry Setting: Lawn care Gross Revenues: $402 million sales Subjects: Consumer marketing; Distribution planning; Machinery; Sales management; Sales organization; Sales strategy Length: 20p 582034 Title: Toro Co. (D) Author(s): Salmon, Walter J.; CannonBonventre, Kristina Publication Date: 09/21/1981 Revision Date: 09/04/1985 Product Type: Case (Field) Abstract: The Toro Co., manufacturer of lawn care and snow removal equipment is examining effects of a new distribution strategy on the size and character of its advertising and promotion program. Would changing the distribution strategy affect the 1) level of advertising and promotion expenditures? 2) allocation among coop ads, trade allowances, national ads, and consumer promotions? and 3) advertising message? To be used with Toro (A) and (C). Geographic Setting: United States Industry Setting: Lawn care Gross Revenues: $402 million sales Subjects: Advertising; Consumer marketing; Distribution planning; Machinery; Sales strategy Length: 36p 2441 Title: Total Access: Giving Customers What They Want in an Anytime, Anywhere World (Hardcover) Author(s): McKenna, Regis Publication Date: 02/08/2002 Product Type: HBS Press Book Abstract: Marketing as we know it is disappearing, declares industry legend Regis McKenna. Dominated by hype, and its functions increasingly automated by technology, marketing is losing control over its very reason for existing: to sustain customer relationships. The irony, says McKenna, is that even as technological advances are driving
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marketing into obscurity, technology is in fact marketing's only hope for regaining a prominent--even central--place in today's organizations. In this bold and visionary book, McKenna sets forth a new marketing paradigm in which machines and networks do most of the work. The obsessive emphasis on brand creation and customer manipulation gives way to a central focus on discovering individual customer preferences and integrating the people and tools to deliver them. The end goal: a networked marketing ecosystem aimed at providing a "persistent presence" to customers anytime, anywhere. To achieve this goal, marketers must become IT-centered systems integrators who engage the entire business in the process of change. And leaders must embrace a new mind-set in which marketing is everything--and everyone's responsibility. Written by the renowned "father of high-tech marketing," this rousing manifesto will remake marketing and redefine success in our networked world. Subjects: International business; International marketing; Marketing implementation; Marketing management; Marketing organization; Marketing planning; Marketing strategy Length: 256p List Price: $27.50 BESTSELLER 582114 Title: Total Cereal Author(s): Greyser, Stephen A.; Quelch, John A. Publication Date: 04/09/1982 Product Type: Case (Field) Abstract: Marketing executives are debating the adoption of a new message strategy for the Total brand of ready-toeat breakfast cereal. The new strategy involves the use of a comparative advertising claim. Geographic Setting: United States Industry Setting: Breakfast cereal industry Gross Revenues: $3 billion sales Subjects: Advertising; Advertising strategy; Consumer marketing; Food; Market research Length: 8p Supplementary Materials: Teaching Note, (583057), 8p, by John A. Quelch 594003 Title: Toupargel Author(s): Bell, David E.; Vennin, David Publication Date: 08/03/1993 Revision Date: 09/22/1994 Product Type: Case (Field) Abstract: Toupargel delivers frozen foods to homes in rural France. Selling is via telemarketing, a catalog, and driver
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opportunism. The company has expanded by acquiring similar firms. The case is ostensibly about whether the owner should undertake the latest acquisition, but lends itself to a more general discussion of the business of home delivery. Geographic Setting: France Industry Setting: Frozen food industry; Retail industry Company Size: small Gross Revenues: $60 million revenues Subjects: Acquisitions; France; Retailing; Small business; Supermarkets Length: 22p Supplementary Materials: Teaching Note, (595069), 5p, by David E. Bell 7862BC Title: Toward a Greater Good--How Marketing and Democracy Can Benefit Each Other Author(s): Quelch, John A.; Jocz, Katherine Publication Date: 12/28/2007 Product Type: HBS Press Chapter Abstract: The consumer in each of us can learn from the citizen, and the citizen can learn from the consumer. Marketers must learn from both. Instead of seeing marketing as a threat to democracy, we should explore how the benefits common to both give us opportunities to build bridges between the two. To recognize the commonalities between marketing and democracy is to grant people the power to create a greater good. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p List Price: $6.95 904A03 Title: Toyota: Driving the Mainstream Market to Purchase Hybrid Electric Vehicles Author(s): Saperstein, Jeff; Nelson, Jennifer Publication Date: 02/03/2004 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Toyota is a large, international automobile manufacturer with plans to become the largest worldwide automaker, striving for 15% of global sales. Toyota is committed to becoming the leader of the hybrid-electric automotive industry and is relying on changes in the industry and customer perceptions to bring its plan to fruition. Toyota's challenge is to develop consumer attitude and purchase intent from an early adopter, niche market model into universal mainstream acceptance. Geographic Setting: United States Industry Setting: Automotive industry Company Size: large Event Year Start: 2003 Event Year End: 2003 Subjects: Automobile industry; Automobiles; Consumer behavior; Manufacturing; Marketing management; Multinational corporations; Product design; Product development Length: 27p Supplementary Materials: Teaching Note, (804A03), 9p, by Jeff Saperstein Year New: 2004 IMD198 Title: Toyota: Repositioning the Brand in Europe (A) Author(s): Meehan, Sean; Turpin, Dominique; Radler, George; Hokamura, Madoka Publication Date: 01/01/2000 Revision Date: 04/30/2004 Product Type: Case (Field) Publisher: IMD - International Institute for Management Development Abstract: The year 1998 was an excellent one for Toyota in Europe: The company posted record sales in 10 European countries and had topped Nissan's sales in Europe for the first time ever. However, on a global scale, the European market was still a weak spot for Toyota. The market share in Western Europe stood at only 3%, whereas the company had secured over 10% in other international markets such as the United States. Early 1999 marked a turning point and Toyota publicly announced its goal to raise the European market share to 5% by the year 2005. However, many executives considered the different positioning and perception of the Toyota brand across Europe as a main obstacle to growth. The new president of Toyota Europe had to decide whether there was a need to reposition the brand. If yes, should he recommend a unified brand image within Europe. How could this be achieved? Provides data on the European market for automobiles, customer segments, and positioning of Toyota vs. the competition. Also outlines the intricacies of growing a business by making bold changes to the positioning of products and brands. Geographic Setting: Europe Industry Setting: Automotive industry Number of Employees: 150,000 Subjects: Automobiles; Brand management; Brands; Europe; Product positioning Length: 26p Supplementary Materials: Teaching Note, (IMD199), 25p, by Dominique Turpin, George Radler; Supplement (Field), (IMD200), 4p, by Sean Meehan, Dominique Turpin, George Radler; Case (Field), (IMD201), 5p, by Sean Meehan,
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Dominique Turpin, George Radler Year New: 2005
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IMD200 Title: Toyota: Repositioning the Brand in Europe (B) Author(s): Meehan, Sean; Turpin, Dominique; Radler, George Publication Date: 01/01/2000 Revision Date: 04/02/2003 Product Type: Supplement (Field) Publisher: IMD - International Institute for Management Development Abstract: Supplements the (A) case. Must be used with: (IMD198) Toyota: Repositioning the Brand in Europe (A). Geographic Setting: Europe Industry Setting: Automotive industry Subjects: Automobiles; Brand management; Brands; Europe; Product positioning Length: 4p Supplementary Materials: Teaching Note, (IMD199), 25p, by Dominique Turpin, George Radler Year New: 2005 IMD201 Title: Toyota: Repositioning the Brand in Europe (C) Author(s): Meehan, Sean; Turpin, Dominique; Radler, George Publication Date: 01/01/2000 Revision Date: 04/02/2003 Product Type: Case (Field) Publisher: IMD - International Institute for Management Development Abstract: Supplements the (A) case. Must be used with: (IMD198) Toyota: Repositioning the Brand in Europe (A). Geographic Setting: Europe Industry Setting: Automotive industry Subjects: Automobiles; Brand management; Brands; Europe; Product positioning Length: 5p Supplementary Materials: Teaching Note, (IMD199), 25p, by Dominique Turpin, George Radler Year New: 2005 HKU008 Title: Toyplace Production (Hong Kong) Ltd. Author(s): Newton, James; Banerjee, Probir; Yim, Kim C. Publication Date: 01/01/1999 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: Toyplace Production (Hong Kong) Ltd. was producing toys on an OEM basis, while other toy manufacturers were creating their own brand names, a trend that was changing the structure of the toy industry. Should Toyplace move into the branded toy market? Written for use in International Business courses that focus on the
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Pacific Rim. Designed as part of a module that introduces students to the varying forms of international production practiced by multinational corporations. The module contrasts internal and external modes of production using Toyplace to examine the latter in detail. Geographic Setting: Hong Kong Industry Setting: Toy industry Subjects: Asia; Brands; Marketing strategy; Multinational corporations; Supply chain; Toy industry Length: 8p HKU273 Title: TradeCard: Expanding into China Author(s): Farhoomand, Ali; SalviaMcCauley, Marissa Publication Date: 08/12/2003 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: TradeCard Inc. is a New Yorkbased financial supply chain service provider focused on serving importers and exporters. Its product--TradeCard-aligns the documentary and financial requirements of a domestic or international trade transaction with the physical movement of goods. TradeCard launched its product in Hong Kong then moved on to open representative offices in Asia. In November 2002, TradeCard Inc. decided to enter China. Not only is China considered to be the biggest market in the world but most of TradeCard's biggest customers in the United States, Europe, Hong Kong, Singapore, and Taiwan have their products manufactured in mainland China. With China's accession to the WTO, foreign companies, including TradeCard Inc., are eyeing China as a very promising market. However, China has yet to develop its legal, financial, and technological infrastructure to accommodate international players. Discusses how a structured B2B online payment system such as TradeCard can be marketed in China and how TradeCard Inc. can create a critical mass of users in China. Geographic Setting: China Subjects: Asia; Business conditions; China; Exports; Imports; International business; International trade; Market entry; Marketing strategy Length: 14p Supplementary Materials: Teaching Note, (HKU274), 14p, by Ali Farhoomand, Marissa Salvia-McCauley Year New: 2004 583150 Title: Trans America Cable Author(s): Lovelock, Christopher H.; Livingston, Frederick C. Publication Date: 04/19/1983 Revision Date: 05/09/1988 Product Type: Case (Field) Abstract: The newly appointed marketing manager for a cable television company is attempting to improve performance in three adjacent cable TV systems which have sustained heavy financial losses. He has detailed information on market penetration in each system and on the marketing approaches used in the past. His boss has requested a marketing plan as soon as possible. Geographic Setting: Alabama Industry Setting: Cable television industry Gross Revenues: $40 million assets Subjects: Communication strategy; Communications industry; Market analysis; Market segmentation; Marketing planning; Performance measurement; Personal selling Length: 26p Supplementary Materials: Teaching Note, (586007), 22p, by Christopher H. Lovelock; Case Video, (886516), 14 min, by Christopher H. Lovelock 4455BC Title: Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking Author(s): Zaltman, Gerald; Zaltman, Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter Abstract: Nearly every product and service is evaluated in terms of the nature and magnitude of the transformation they foster or inhibit. This chapter examines transformation as a deep metaphor that affects the customer experience. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors; (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit; (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities; (4454BC) Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking; (4456BC) Journey: How the Meeting of Past, Present, and Future Affects Consumer Thinking; (4457BC) Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking; (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking; (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking; (4460BC) Control: How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking; (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering--Understanding
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the Minds of Consumers. Subjects: NO SUBJECTS(KEYWORDS) Length: 22p List Price: $6.95 Year New: 2007
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70401 Title: Trappings vs. Substance in Industrial Marketing Author(s): Ames, B. Charles Publication Date: 07/01/1970 Product Type: Harvard Business Review Article Abstract: Marketing operations face the challenges of new and tougher competition, the acceleration of technological innovation, and untapped sources of profit growth. The three ingredients essential to proper implementation of the marketing concept are qualified people, reliable market and economic information, and planning to ensure the right strategic focus for business. Subjects: Industrial markets; Marketing implementation; Marketing strategy Length: 10p 582091 Title: Travel Agency Industry--1981 Author(s): Buzzell, Robert D.; Wong KB Publication Date: 06/23/1982 Product Type: Case (Library) Abstract: Describes the evolution of the travel agency industry, with particular emphasis on the period following the Airline Deregulation Act of 1978. Discusses recent and continuing changes in the regulatory environment surrounding the marketing of air travel and explores the implications for agencysupplier and agency-client relations. Also describes changes in agency operations brought about by regulatory and economic changes. Geographic Setting: United States Industry Setting: Travel industry Company Size: small Subjects: Airlines; Competition; Deregulation; Distribution channels; Industry structure; Marketing strategy; Tourism; Transportation Length: 37p 572030 Title: Triangle Maintenance Corp. Author(s): Shapiro, Benson P.; McDowell R Publication Date: 10/18/1971 Revision Date: 01/03/1979 Product Type: Case (Field) Abstract: May be used in a marketing course to discuss marketing programs and strategy, or selling and sales management. A cleaning and maintenance firm is attempting to expand both geographically, and into the
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servicing of larger buildings. It is confronted with selling and control problems and with entrenched competition in the form of larger firms. Geographic Setting: New York, NY Industry Setting: Construction industry Gross Revenues: $6 million sales Subjects: Business services; Competition; Expansion; Marketing strategy; Sales management Length: 17p 9-208-723 Title: Tribune Company, 2007, Spreadsheet Supplement Author(s): Luehrman, Timothy A. Publication Date: 05/20/2008 Product Type: Supplement (Spreadsheet) Abstract: An abstract is not available for this product. Subjects: NO SUBJECTS(KEYWORDS) Length: 0p Year New: 2008 KEL106 Title: Trilogy Corp.: Customer ValueBased Pricing Author(s): Sawhney, Mohanbir Publication Date: 01/01/2004 Product Type: Case (Field) Abstract: Steve Meyer, the chief marketing officer at Trilogy, was evaluating the best way to move forward with an innovative, customer valuebased pricing approach for its enterprise software solutions. Trilogy had radically transformed its business from a productcentric organization to a customercentric one, and value-based pricing was a pillar of this transformation. Meyer had to evaluate three pricing approaches: traditional license based, subscription based, and gain sharing. He had to assess which pricing approach Trilogy and Trilogy's clients would prefer and the conditions under which gain-sharing pricing would work. Meyer also had to address several adoption barriers that prevented customers from embracing the gain-sharing pricing approach. Geographic Setting: United States Industry Setting: Software industry Event Year Start: 2003 Event Year End: 2003 Subjects: NO SUBJECTS(KEYWORDS) Length: 25p Year New: 2006 C0104D Title: Tuning in to Your Customers Author(s): Donahue, Kristen B. Publication Date: 04/01/2001 Product Type: Harvard Management Communication Letter Article Abstract: Today's customers are enigmas. It's nearly impossible to pin down what they need and what they'll buy--and how to make them want to buy it from you. So how do you make sure you're not wasting your valuable product development and marketing budgets? Do whatever you can to get your finger on the pulse of the markets you are trying to reach. For this article, we scanned recent books and articles to bring you innovative ways to connect. Includes the sidebar entitled "Are Focus Groups Useful?" Subjects: Customer relations; Management communication; Market research Length: 3p List Price: $4.50 86207 Title: Turn Your Industrial Distributors into Partners Author(s): Narus, James A.; Anderson, James C. Publication Date: 03/01/1986 Product Type: Harvard Business Review Article Abstract: To improve distributor relations, manufacturers must start by understanding distributor needs. This is accomplished by monitoring distributors - getting into the field and talking with them. Field sales reps must also talk among themselves. Some companies conduct market research studies to zero in on distributor needs. Others establish distributor councils where distributors meet with manufacturing executives to talk about ways to improve distributor programs. Once manufacturers identify distributor needs, manufacturers must work to build partnerships with distributors. Subjects: Distribution; Distribution planning; Industrial markets; Marketing management; Partnerships; Sales management Length: 5p 585031 Title: Turner Construction Co. Author(s): Cespedes, Frank V. Publication Date: 01/08/1985 Revision Date: 06/25/1993 Product Type: Case (Field) Abstract: In June, 1984, a vice president at Turner Construction Co. must decide whether to approve a construction project being considered by one of Turner's territorial offices and how to manage that territory general manager's apparent reluctance to pursue another account that has important strategic value for Turner. A key issue is the appropriate marketing organization for the firm: Turner is highly decentralized geographically (in order to maximize operating efficiencies
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and presence in local markets), but buying behavior in some important market segments is increasingly national and centralized. The case also provides much information about the selling process and account/project management tasks in the general contracting business. Geographic Setting: United States Industry Setting: Construction industry Company Size: mid-size Gross Revenues: $80 million sales Subjects: Construction; Industrial markets; Marketing implementation; Marketing management; Marketing organization; Marketing strategy; Project management Length: 18p Supplementary Materials: Teaching Note, (587100), 20p, by Frank V. Cespedes 9-508-S18 Title: Turner Construction Co., Spanish Version Author(s): Cespedes, Frank V. Publication Date: 01/08/1985 Product Type: LACC Case Abstract: In June, 1984, a vice president at Turner Construction Co. must decide whether to approve a construction project being considered by one of Turner's territorial offices and how to manage that territory general manager's apparent reluctance to pursue another account that has important strategic value for Turner. A key issue is the appropriate marketing organization for the firm: Turner is highly decentralized geographically (in order to maximize operating efficiencies and presence in local markets), but buying behavior in some important market segments is increasingly national and centralized. The case also provides much information about the selling process and account/project management tasks in the general contracting business. Geographic Setting: United States Industry Setting: Construction industry Gross Revenues: $80 million sales Subjects: NO SUBJECTS(KEYWORDS) Length: 19p 502S18 Title: Tweeter etc., Spanish Version Author(s): Gourville, John T.; Wu, George Publication Date: 10/21/1996 Revision Date: 04/15/1997 Product Type: LACC Case Abstract: In the early 1990s, Tweeter etc., a small regional retailer of higher end audio and video equipment, faced increasing competitive pricing pressures from several large regional and national
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consumer electronics chains. In response, in 1993, they introduced "Automatic Price Protection" (APP) as the cornerstone of a strategy to restore price credibility in the minds of consumers. Under APP, Tweeter monitored local newspaper ads and automatically mailed a refund check to a consumer if an item purchased at Tweeter was advertised for a lower price by a competitor. Three years later, in 1996, Tweeter is questioning the impact of APP on its current competitive positioning. More importantly, with the pending entry of another major discount chain, Tweeter is forced to question how effective APP will be in a market increasingly dominated by large discount retailers. Geographic Setting: United States Industry Setting: Electronics industry Number of Employees: 400 Gross Revenues: $60 million revenues Subjects: Competition; Electronics; Home entertainment equipment; Marketing strategy; Pricing; Retailing Length: 31p 597028 Title: Tweeter etc. Author(s): Gourville, John T.; Wu, George Publication Date: 10/21/1996 Revision Date: 04/15/1997 Product Type: Case (Field) Abstract: In the early 1990s, Tweeter etc., a small regional retailer of higherend audio and video equipment, faced increasing competitive pricing pressures from several large regional and national consumer electronics chains. In response, in 1993, they introduced "Automatic Price Protection" (APP) as the cornerstone of a strategy to restore price credibility in the minds of consumers. Under APP, Tweeter monitored local newspaper ads and automatically mailed a refund check to a consumer if an item purchased at Tweeter was advertised for a lower price by a competitor. Three years later, in 1996, Tweeter is questioning the impact of APP on their current competitive positioning. More importantly, with the pending entry of another major discount chain, Tweeter is forced to question how effective APP will be in a market increasingly dominated by large discount retailers. Geographic Setting: United States Industry Setting: Electronics industry Number of Employees: 400 Gross Revenues: $60 million revenues Subjects: Competition; Electronics; Home entertainment equipment; Marketing strategy; Pricing; Retailing Length: 24p Supplementary Materials: Teaching Note, (597082), 16p, by John T. Gourville, George Wu BESTSELLER 573039 Title: Tyler Abrasives, Inc. Author(s): Sorenson, Ralph Z., II; Roberts, Kenneth E. Publication Date: 01/01/1973 Revision Date: 03/28/2006 Product Type: Case (Field) Abstract: Involves multinational pricing policy. Should a multinational industrial products supplier, with plants on several continents, grant a single worldwide price on given products to multinational customers who purchase on several continents? If so, what should the worldwide price policy be and how should the policy be administered? What organizational issues would a shift from decentralized pricing to internationally centralized pricing involve? Industry Setting: Abrasives industry Gross Revenues: $270 million sales Subjects: Industrial goods; International marketing; Marketing management; Multinational corporations; Organizational change; Pricing Length: 18p Supplementary Materials: Teaching Note, (585116), 15p, by Robert J. Dolan 504038 Title: U.S. Army Author(s): Lal, Rajiv; Coleman, Laura Publication Date: 05/05/2004 Revision Date: 04/14/2005 Product Type: Color Case Abstract: After three months of close collaboration, the Leo Burnett USA/Worldwide agency and partner Cartel and Images advertising/creative team were poised to unveil to senior Army officials at the Pentagon their replacement to the "Be All You Can Be" campaign to help increase lagging recruitment. Geographic Setting: District of Columbia Industry Setting: Military Subjects: Advertising; Communication; Marketing mixes; Recruitment Length: 24p Year New: 2005 582069 Title: U.S. Cycle Author(s): Takeuchi, Hirotaka Publication Date: 12/30/1981 Product Type: Case (Field) Abstract: Ted Davis, president of U.S. Cycle, is planning an aggressive expansion plan for the motorcycle distributor business of parts and accessories. He can pursue promotional efforts, expand the company's private label program, or increase its
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warehousing facilities. These moves, however, can be seen as a threat to motorcycle dealers, who are already upset with U.S. Cycle's subsidiary selling to discount outlets. Can U.S. Cycle become a vertically integrated and national company? Geographic Setting: Columbus, OH Industry Setting: Motorcycle Gross Revenues: $21 million sales Subjects: Distribution channels; Growth strategy; Motorcycles; Sales management; Small business; Vertical integration; Wholesaling Length: 34p 579079 Title: U.S. Pioneer Electronics Corp. Author(s): Takeuchi, Hirotaka Publication Date: 10/01/1978 Revision Date: 07/15/1991 Product Type: Case (Field) Abstract: Focuses on the problem of the means by which a manufacturer controls its channel of distribution. U.S. Pioneer's retail outlets have turned "dissident" and management has to decide what tactics to employ to stop further erosion (shortrun) and what long-run distribution channel to pursue. Software for this case is available (9-588-546). Industry Setting: Electronics industry Subjects: Advertising strategy; Control systems; Distribution channels; Electronics; Home entertainment equipment; Retailing; Vertical integration Length: 24p Supplementary Materials: Teaching Note, (585113), 13p, by Robert J. Dolan 575088 Title: U.S. Postal Service: Postal Money Orders Author(s): Lovelock, Christopher H.; Demmler, L. Frank Publication Date: 02/01/1975 Revision Date: 01/01/1980 Product Type: Case (Field) Abstract: Product managers at USPS are attempting to formulate a marketing strategy for postal money orders, sales of which have been declining steadily for years. USPS competes against several private money order firms and wonders how its own product can be made more acceptable to consumers and yield a greater contribution to USPS. A key decision is whether to adopt a flat-fee pricing structure for all values of postal money orders. Revised (1977) by C.H. Lovelock. Geographic Setting: District of Columbia Industry Setting: Postal service Gross Revenues: $9 billion operating revenues Subjects: Federal government; Marketing strategy; Nonprofit marketing;
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Pricing strategy; Product management Length: 17p 582087 Title: U.S. Retail Coffee Market (A) Author(s): Yip, George S.; Williams, Jeffrey R. Publication Date: 02/10/1982 Revision Date: 08/01/1985 Product Type: Case (Field) Abstract: Set in mid-1978, this case covers all aspects of the U.S. retail coffee market both cross-sectionally and historically. The market is recovering from dramatic price rises and volume drops. The overall issue is the forecast of future market evolution and the implications for the marketing strategy of each major producer. Students have to make explicit 5- and 10-year sales and market share forecasts and draw up BCG-type portfolio matrices. Case is part of a two-day series, beginning with an aggregate view of the entire market and its evolution and narrowing to a view of market strategy for a single brand. May be used with: (582088) U.S. Retail Coffee Market (B); (582089) Brim (A); (582090) Brim (B). Geographic Setting: United States Industry Setting: Coffee Gross Revenues: $5 billion revenues Subjects: Beverages; Competition; Demographics; Forecasting; Market segmentation; Market structure; Product portfolio management Length: 25p Supplementary Materials: Supplement (Note), (583003), 8p, by George S. Yip; Supplement (Field), (583001), 1p, by George S. Yip, Jeffrey R. Williams; Teaching Note, (585108), 41p, by Robert J. Dolan 586134 Title: U.S. Retail Coffee Market (A), Software Case Author(s): Shapiro, Benson P. Publication Date: 05/14/1986 Product Type: Software Case Abstract: Set in mid-1978, this case covers all aspects of the U.S. retail coffee market both cross-sectionally and historically. The market is recovering from dramatic price rises and volume drops. The overall issue is the forecast of future market evolution and the implications for the marketing strategy of each major producer. The Lotus 1-2-3 worksheet contains data from the exhibits. This version of the case by G.S. Yip and J.R. Williams has been written to provide information on its use with software available on Diskette No. 9 (9086-009). Requires: Lotus 1-2-3 Release 1A; Category: Exhibit Template. Subjects: Beverages; Competition; Demographics; Forecasting; Market segmentation; Market structure; Product portfolio management Length: 29p 583003 Title: U.S. Retail Coffee Market (A): Day 1 of Coffee Series, Assignment Sheet Author(s): Yip, George S. Publication Date: 07/27/1982 Product Type: Supplement (Note) Abstract: Provides assignment questions and worksheets. To be handed out with the (A) case before Day One of the series. Must be used with: (582087) U.S. Retail Coffee Market (A). Subjects: Beverages; Competition; Demographics; Forecasting; Market segmentation; Market structure; Product portfolio management Length: 8p 582088 Title: U.S. Retail Coffee Market (B) Author(s): Yip, George S.; Williams, Jeffrey R. Publication Date: 02/10/1982 Revision Date: 06/28/1985 Product Type: Case (Field) Abstract: Describes the corporate portfolio of General Foods, Procter & Gamble, and Nestle, thereby placing in context their coffee activities in the United States. The objective of this case is to allow students to evaluate each competitor's commitment to the U.S. retail coffee market and the strategic implications of those commitments. May be used with: (582087) U.S. Retail Coffee Market (A); (582089) Brim (A); (582090) Brim (B). Geographic Setting: United States Industry Setting: Coffee Gross Revenues: $5 billion revenues Subjects: Beverages; Competition; Demographics; Forecasting; Market segmentation; Market structure; Product portfolio management Length: 8p Supplementary Materials: Supplement (Note), (583004), 1p, by George S. Yip; Teaching Note, (585108), 41p, by Robert J. Dolan 583004 Title: U.S. Retail Coffee Market (B) and Brim (A): Day 2 of Coffee Series, Assignment Sheet Author(s): Yip, George S. Publication Date: 07/27/1982 Product Type: Supplement (Note) Abstract: Provides assignment questions for U.S. Retail Coffee Market (B) and Brim (A). To be given out before Day Two of the coffee case series. Must be used with: (582089) Brim (A); (582088) U.S. Retail Coffee Market (B).
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Subjects: Beverages; Competition; Demographics; Forecasting; Market segmentation; Market structure; Product portfolio management Length: 1p 583001 Title: U.S. Retail Coffee Market (C) Author(s): Yip, George S.; Williams, Jeffrey R. Publication Date: 07/27/1982 Revision Date: 06/24/1985 Product Type: Supplement (Field) Abstract: Supplements the (A) and (B) cases. Designed as an in-class handout at the end of Day Two. Must be used with: (582090) Brim (B); (582087) U.S. Retail Coffee Market (A). Subjects: Beverages; Competition; Demographics; Forecasting; Market segmentation; Market structure; Product portfolio management Length: 1p 503032 Title: UNICEF Author(s): Quelch, John A.; Laidler, Nathalie Publication Date: 02/11/2003 Product Type: Case (Field) Abstract: In September 2002, Marjorie Newman-Williams, director of communication for UNICEF, is poised to present the results of a two-year rebranding process at the annual meeting of the national committee heads. This case describes the organization and highlights the challenges UNICEF faces in 2002. Details of the rebranding process, including market research, the development of brand essence and brand models, and organizational challenges of consensus building, are at the core of the case. Geographic Setting: Global Number of Employees: 6,000 Gross Revenues: $1.2 billion revenues Subjects: Brand management; Brands; Marketing implementation; Marketing strategy; Nonprofit organizations Length: 27p Supplementary Materials: Teaching Note, (505013), 7p, by John A. Quelch NEW 507S16 Title: USA TODAY Online, Spanish Version Author(s): Deighton, John; St. George, Anthony Publication Date: 03/18/1998 Product Type: LACC Case Abstract: How should USA TODAY use its brand franchise to build a publishing business on the World Wide Web? Advertising Age described the first steps as "a case study in how not to do it," but
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by the end of 1997 USA TODAY Online is the most visited news site on the Web. Now the challenge is to become profitable. The case explores the migration of a powerful newspaper brand to the Internet, the design of the product and delivery system, and alternative sources of revenue. Geographic Setting: United States Industry Setting: Publishing industry Number of Employees: 90 Gross Revenues: $10 million revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 20p Year New: 2008 598133 Title: USA TODAY Online Author(s): Deighton, John; St. George, Anthony Publication Date: 03/18/1998 Revision Date: 11/18/1999 Product Type: Case (Field) Abstract: How should USA TODAY use its brand franchise to build a publishing business on the World Wide Web? Advertising Age described the first steps as "a case study in how not to do it," but by the end of 1997 USA TODAY Online is the most visited news site on the Web. Now the challenge is to become profitable. The case explores the migration of a powerful newspaper brand to the Internet, the design of the product and delivery system, and alternative sources of revenue. Geographic Setting: United States Industry Setting: Publishing industry Number of Employees: 90 Gross Revenues: $10 million revenues Subjects: Brand equity; Electronic commerce; Marketing management; New product marketing; Publishing industry; World Wide Web Length: 20p Supplementary Materials: Teaching Note, (599097), 6p, by John Deighton SM4 Title: USAir in 1986 Author(s): Borenstein, Severin; Shepard, Andrea Publication Date: 01/01/1993 Product Type: Case (Library) Publisher: Stanford University Abstract: Designed for a competitive strategy course, this case includes material on competition in the airline industry suitable for discussion of: price leadership; interfirm communication and facilitating devices; building dominant, sustainable position; capacity and price wars; and creating barriers to entry. Focuses on computer reservation systems (CRSs), marketing devices (frequent flyer programs and travel agent commission overrides), and hubbing. The options facing USAir--a single-hub airline with no ownership position in the CRS--are explored. Geographic Setting: United States Industry Setting: Airline industry Gross Revenues: $1.6 billion revenues Subjects: Airlines; Deregulation; Economic analysis; Information technology; Market segmentation; Market structure Length: 28p 507073 Title: USG Author(s): Ofek, Elie; Herman, Kerry Publication Date: 04/16/2007 Revision Date: 06/03/2008 Product Type: Note Abstract: Serves as a background note for purposes of class discussion around next-generation innovation at USG. Describes the company, its products, and competitors. Of relevance is the fact that it recently filed for Chapter 11 due to litigation over asbestos-related claims. Describes the main innovations until 2004. Geographic Setting: United States Industry Setting: Construction industry Gross Revenues: $4.5 billion revenues Event Year Start: 2003 Event Year End: 2004 Subjects: NO SUBJECTS(KEYWORDS) Length: 7p Year New: 2007 R0607K Title: The Ultimately Accountable Job: Leading Today's Sales Organization Author(s): Colletti, Jerome A.; Fiss, Mary S. Publication Date: 07/01/2006 Product Type: Harvard Business Review Article Abstract: In recent years, sales leaders have had to devote considerable time and energy to establishing and maintaining disciplined processes. The thing is, many of them stop there--and they can't afford to, because the business environment has changed. Customers have gained power and gone global, channels have proliferated, more product companies are selling services, and many suppliers have begun providing a single point of contact for customers. Such changes require today's sales leaders to fill various new roles: company leader, customer champion, process guru, organization architect, and course corrector. Company leader: The best sales chiefs actively help formulate and execute company strategy, and they collaborate with all functions of the business to deliver value to customers. Customer champion: Customers want C-level
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relationships with suppliers to understand product strategy, look at offerings in advance, and participate in decisions made about future products-and sales leaders are in the best position to offer that kind of contact. Process guru: Although sales chiefs must look beyond the sales and customer processes they have honed over the past decade, they can't abandon them. The focus on process has become only more important as many organizations have begun bundling products and services to meet important customers' individual needs. Organization architect: Good sales leaders spend a lot of time evaluating and occasionally redesigning the sales organization's structure to ensure that it supports corporate strategy. Often, this involves finding the right balance between specialized and generalized sales roles. Course corrector: Sales leaders must watch the horizon, but they can't take their hands off the levers or forget about the dials. If they do, they might fail to respond when quick adjustments in priorities are needed. Geographic Setting: Ann Arbor, MI; Carlsbad, CA; Orlando, FL; United States Industry Setting: Information industry; Life sciences Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2006 509035 Title: UnME Jeans: Branding in Web 2.0 Author(s): Avery, Jill; Steenburgh, Thomas Publication Date: 11/12/2008 Revision Date: 12/17/2008 Product Type: Case (Gen Exp) Abstract: This case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video sharing sites, and encourages students to explore the opportunities and risks they present for brands. The case allows students to grapple with the strategic and tactical decisions that accompany marketing communications strategy and to combine information on consumer behavior with an understanding of brand objectives, in order to assess and evaluate new social media options. Brand manager Margaret Foley is facing an increasingly complex media environment in which her traditional media plan, focused on television, print, and radio advertising, has become less effective due to declining audiences, increased advertising clutter, and consumers tuning out. She is exploring emerging
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Web 2.0 social media options to determine if they can better achieve her branding and advertising objectives. Her challenge is to cut through all of the hype surrounding Web 2.0 and to analyze the social media's potential for her brand by delving into the consumer needs and behaviors underpinning Web 2.0 technologies. Industry Setting: Apparel industry Event Year Start: 2008 Event Year End: 2008 Subjects: NO SUBJECTS(KEYWORDS) Length: 27p Supplementary Materials: Teaching Note, (5-509-037), 21p, by Jill Avery, Thomas Steenburgh CMR210 Title: Uncovering Patterns in Cybershopping Author(s): Moe, Wendy W.; Fader, Peter S. Publication Date: 07/01/2001 Product Type: CMR Article Publisher: California Management Review Abstract: Academics and practitioners alike have been arguing about whether the Internet brings a revolutionary change in the fundamental way we do business or whether it simply offers a new distribution channel and communication medium. Regardless of the answer to that debate, one thing is certain: the Internet provides managers with an enormous amount of customer information that was previously unavailable. Thus, the new struggle has been to manage this information and to use it accurately and efficiently to measure customers, trends, and performance. However, the volume of this data has overwhelmed many ecommerce managers. As a result, ecommerce managers have been focusing on aggregate-level summary statistics rather than fully leveraging their data. Using commonly available clickstream data, this article discusses the benefits of separating an individual customer's buying behavior into simple patterns of visits and purchasing conversion. This analysis of the buying process allows us to examine more carefully the relationship between store visits and purchasing behavior. Subjects: Consumer behavior; Customer relations; Electronic commerce; Information management Length: 13p 9543 Title: Understanding Consumer Behavior, Business Fundamentals Series Author(s): Brown, Stephen; Christensen, Clayton M.; Deighton, John; Dolan, Robert J.; Fader, Peter S.; Fournier, Susan; Gourville, John T.; Moe, Wendy W.; Sarvary, Miklos Publication Date: 02/08/2002 Product Type: Business Fundamentals Abstract: Business Fundamentals are collections of Harvard Business School background materials, reflecting HBS courses and supplemented by self-study aids. This collection includes five background notes, one set of consumer behavior exercises, and one article each from Harvard Business Review and California Management Review. The collection addresses some of the key issues and terminology involved in researching, interpreting, and predicting consumer behavior. Although the main focus is the individual consumer, some readings cover industrial customers as well. Included are: "Consumer Behavior Exercises," "Analyzing Consumer Perceptions," "Analyzing Consumer Preferences," "Discovering What Has Already Been Discovered: Why Did Your Customers Hire Your Product?," "Note on Behavioral Pricing," "Issues of Product Policy," "Torment Your Customers (They'll Love It)," and "Uncovering Patterns in Cybershopping." Emphasis is on recent materials; all but one item was published in 1999 or later. Each item is accompanied by a summary, an outline, learning objectives, and a set of questions, ideas, and exercises. Subjects: Consumer behavior; Consumer marketing; Customer relations; Market analysis; Market research; New product marketing; Product design; Product development; Test markets Length: 108p List Price: $34.95 R0607C Title: Understanding What Your Sales Manager Is Up Against Author(s): Trailer, Barry; Dickie, Jim Publication Date: 07/01/2006 Product Type: Harvard Business Review Article Abstract: Every year, the research firm CSO Insights publishes the results of its Sales Performance Optimization survey, an online questionnaire given to more than 1,000 sales executives worldwide that seeks to examine the effectiveness of key sales practices and metrics. In this article, two partners from CSO provide the 2005 and 2006 survey highlights, which describe the challenges today's sales organizations face and how they're responding. An overall theme is the degree to which the buy cycle has gotten out of sync with the sell cycle. Buyers have always had a buy
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cycle, starting at the point they perceive a need. Sellers have always had a sales cycle, starting at the point they spot a prospect. Traditionally, the two have dovetailed--either because the seller created the buyer's perception of need or because the buyer pursued a need by contacting a salesperson (often for product information). Now the buy cycle is often well underway before the seller is even aware there is a cycle--in part because of the information asymmetry created by the Internet. The implications for managing a sales organization are profound in that sales training must now address how reps handle an environment in which buyers have more knowledge than they do. The authors offer evidence that sales executives are taking--and should take--aggressive action to train and retain sales talent, manage the sales process, and use sales support technologies to meet the challenges of this new environment. Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2006 4451BC Title: Undressing the Mind of the Consumer: Introduction to Deep Metaphors Author(s): Zaltman, Gerald; Zaltman, Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter Abstract: Deep deficits in thinking about consumer information reveal themselves in weak product and service development, low-impact marketing communications, and ineffective productlaunch strategies. These deficits are widespread across industries. Remedying this deficiency is arguably the single largest challenge facing corporate leaders today. May be used with: (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit; (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities; (4454BC) Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking; (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking; (4456BC) Journey: How the Meeting of Past, Present, and Future Affects Consumer Thinking; (4457BC) Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking; (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking; (4459BC) Resource: How Acquisitions and Their Consequences Affect
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Consumer Thinking; (4460BC) Control: How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking; (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering--Understanding the Minds of Consumers. Subjects: NO SUBJECTS(KEYWORDS) Length: 14p List Price: $6.95 Year New: 2007 505056 Title: Unilever in India: Hindustan Lever's Project Shakti--Marketing FMCG to the Rural Consumer Author(s): Rangan, V. Kasturi; Rajan, Rohithari Publication Date: 02/23/2005 Revision Date: 06/27/2007 Product Type: Color Case Abstract: With liberalization of India's economy and the opening up of markets to foreign multinationals such as Procter & Gamble, the Indian subsidiary of Unilever--Hindustan Lever Ltd. (HLL)-was under pressure to grow revenues and profits. HLL had a long and stellar record of market leadership in India (with market shares of nearly 60%) in categories such as soap, detergent, and shampoos. Documents HLL's innovative approach to penetrate rural markets (with populations less than 1,000), where two-thirds of India's population lives, with a scheme named "Shakti" (meaning empowerment). The central question is: How should the company scale Shakti and make it profitable? Geographic Setting: India Event Year Start: 2005 Event Year End: 2005 Subjects: Consumer marketing; India; Innovation; Marketing strategy Length: 24p Supplementary Materials: Teaching Note, (507022), 9p, by V. Kasturi Rangan Year New: 2005 586089 Title: United Airlines: Price Promotion Policy Author(s): Quelch, John A.; Spencer, Melanie D. Publication Date: 03/19/1986 Revision Date: 09/01/1987 Product Type: Case (Field) Abstract: A United Airlines executive must decide what promotional actions to recommend to restore load factors following the end of the 1985 pilots' strike. Geographic Setting: United States Industry Setting: Airline industry Company Size: large Gross Revenues: $7 billion revenues Subjects: Advertising campaigns; Airlines; Market share; Marketing strategy; Pricing Length: 29p Supplementary Materials: Teaching Note, (587131), 19p, by John A. Quelch UV0633 Title: United Bank of Wilmington Author(s): Cross, Tom Publication Date: 03/17/2006 Product Type: Case (Field) Abstract: This case is about a bank's flight department that is reexamining its pilot training requirements. It is one of a series of four cases to be used in a value-based selling workshop. Geographic Setting: Delaware Gross Revenues: $500 to $999 million Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2008 585172 Title: United States Trust Co. of New York Author(s): Lovelock, Christopher H. Publication Date: 04/12/1985 Revision Date: 11/21/1985 Product Type: Case (Field) Abstract: United States Trust, the 141st largest bank in the U.S., is positioned to serve affluent personal clients as well as certain types of corporate customers. Senior officers are considering introducing an asset management account that combines brokerage, checking, and loan facilities. Although Merrill Lynch, the large brokerage firm, has been very successful with this type of product, banks in general have had poor response. Some officers feel that this account would attract new business; others see it as a poor fit with United States Trust's image of high personal service and also likely to cannibalize existing, more profitable products. Geographic Setting: New York, NY Industry Setting: Banking industry Gross Revenues: $2.3 billion assets Subjects: Banking; Financial services; Market segmentation; New product marketing; Product positioning Length: 25p Supplementary Materials: Teaching Note, (589091), 16p, by John A. Quelch, Christopher H. Lovelock 598138 Title: United Way Community Services Author(s): Rangan, V. Kasturi Publication Date: 03/25/1998 Revision Date: 07/28/1998 Product Type: Case (Field) Abstract: Describes in detail the fund development and distribution system of United Way Community Services. A key
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question is how to measure the outcome/impact of the work done by the agencies that receive United Way funding. A follow-on question is how to reinvent the organization to deliver the new management system. Geographic Setting: United States Gross Revenues: $60 million budget Subjects: Nonprofit accounting; Nonprofit organizations; Organizational change; Social services Length: 23p 599042 Title: United Way of Massachusetts Bay Author(s): Bell, David E.; Leamon, Ann Publication Date: 10/08/1998 Revision Date: 04/05/2001 Product Type: Case (Field) Abstract: The United Way of Massachusetts Bay held the monopoly on workplace giving for 50 years. In the 1990s it has experienced a dramatic change in the workplace itself and in donor attitudes toward giving and toward the United Way organization. This case investigates the implications of these changes on the United Way and explores the tools and messages it can use to market itself, in particular, how to use direct mail and the Internet to create one-to-one relationships with donors. Geographic Setting: Boston, MA Number of Employees: 130 Gross Revenues: $43 million revenues Subjects: Internet; Marketing strategy; Nonprofit marketing; Nonprofit organizations Length: 23p Supplementary Materials: Teaching Note, (599095), 9p, by David E. Bell; Case Video, (599502), 3 min, by United Way 599502 Title: United Way of Massachusetts Bay and Valley of the Sun, Video Author(s): United Way Publication Date: 06/01/1999 Product Type: Case Video Abstract: Presents United Way of Massachusetts Bay's service announcements and Valley of the Sun's paid advertisements. Students can compare the two efforts and discuss the costs and benefits of both. Must be used with: (599042) United Way of Massachusetts Bay. Subjects: Internet; Marketing strategy; Nonprofit marketing; Nonprofit organizations Length: 3 min List Price: $150.00 7982 Title: United We Brand: How to Create a Cohesive Brand That's Seen, Heard and Remembered (Hardcover)
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Author(s): Moser, Mike Publication Date: 02/13/2003 Product Type: HBS Press Book Abstract: Most executives know their company's values and brand message, but often they fail to make sure that everyone else knows them too. The result? A weak brand that conveys different messages inside the company-and out in the marketplace. United We Brand offers a hands-on action plan for building a cohesive brand strategy from the ground up. Drawing from two decades of experience creating brand identities for companies including Dell, Cisco, and Kia Motors, Mike Moser provides a proven template for transforming disparate, "fuzzy" brand information into a concrete guidepost for making day-to-day branding decisions. Called the "Brand Roadmap," this valuable tool enables organizations of all sizes and kinds to leverage insights and strategies once only available through big-gun consulting and ad agencies. Step by step, it guides readers through the four key components of brand strategy: identifying core values, creating a focused brand message, developing a distinctive brand personality, and choosing a consistent set of brand icons. Filled with vivid case examples and practical worksheets, United We Brand is essential for anyone involved in charting a company's distinctive path to success. Winner of five Clio Awards and two Cannes Lions. Industry Setting: Consulting Subjects: Brand management; Brands; Consulting Length: 192p List Price: $29.95 NEW 179008 Title: University of Michigan Athletic Department Author(s): Greyser, Stephen A.; Vogt, Elwood W. Publication Date: 08/07/1978 Revision Date: 06/06/1988 Product Type: Case (Field) Abstract: Review and appraisal of the University of Michigan's marketing in behalf of its athletic department. Major elements of marketing mix are examined. Unusual conditions include sellout situation for two sports where ticket prices cannot be raised unilaterally. Geographic Setting: Michigan Industry Setting: Education industry Subjects: Higher education; Marketing mixes; Nonprofit organizations; Public policy; Sports Length: 34p CMR258 Title: Unleashing the Power of Yield Management in the Internet Era: Opportunities and Challenges Author(s): Marmorstein, Howard; Rossomme, Jeanne; Sarel, Dan Publication Date: 04/01/2003 Product Type: CMR Article Publisher: California Management Review Abstract: The profitability of many firms hinges on their ability to extract the maximum amount of revenue from a fixed quantity of perishable goods and/or services. Yet, most firms in this situation have not invested in yield management systems. Explains why minimal use of yield management techniques may have been appropriate in the pre-Internet era. Discusses the major changes to the marketing landscape fostered by the Internet that enable the effective practice of yield management. Many yield management approaches have the potential to increase profitability significantly. Highlights the most important factors for managers to consider when reassessing the viability of yield management systems at their firms. Subjects: Internet; Inventory management; Pricing strategy; Product positioning Length: 23p Year New: 2004 89301 Title: Us vs. Them: The Minefield of Comparative Ads Author(s): Buchanan, Bruce; Goldman, Doron Publication Date: 05/01/1989 Product Type: Harvard Business Review Article Abstract: A new trademark law took effect January 1, 1989, that clarifies the basis for taking competitors to federal court for making reckless claims in comparative advertising. Comparative advertisers can make themselves less vulnerable to attack by not running ads that make false claims, that contradict the facts, or that use the truth to mislead, among other things. Industry Setting: Advertising industry Subjects: Advertising; Advertising campaigns Length: 7p 6282BC Title: Use Teams and Other Routes to Silo Linking: CMO Strategies for Facilitating Silo Cooperation Author(s): Aaker, David Publication Date: 10/21/2008 Product Type: HBS Press Chapter Abstract: A major challenge of creating business strategy is to develop
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organizational structures that will help overcome the parochialism and power of silo groups. Organizational structures and processes need to be developed that will create silo linking, whereby people can enhance cross-silo information flow and develop and implement programs across silos. This chapter discusses a variety of devices available for firms to forward silo linking, including teams, informal and formal networks, matrix organizations, and centralized marketing groups. Subjects: NO SUBJECTS(KEYWORDS) Length: 32p List Price: $6.95 578017 Title: Using PIMS and Portfolio Analyses in Strategic Market Planning: Comparative Analysis Author(s): Abell, Derek F. Publication Date: 08/22/1977 Product Type: Note Abstract: Compares and contrasts three widely used aids to strategic planning: PIMS (profit impact of market strategy), BCGs (Boston Consulting Group's) products portfolio analysis, and the "company position-industry attractiveness" portfolio method. Subjects: Marketing strategy; Product portfolio management; Profitability analysis; Strategic planning Length: 16p BH296 Title: Using product design strategically to create deeper consumer connections Author(s): Noble, Charles H.; Kumar, Minu Publication Date: 09/15/2008 Product Type: Case (Field) Publisher: Business Horizons/Indiana University Abstract: Historically, product design has most often been considered a process for creating functional differentiation through added features, superior performance, and so forth. However, with the advent of more design-oriented companies, such as Apple, Dyson, and others, design is increasingly being seen as an important strategic tool in creating preference and deeper emotional value for the consumer. In this research, we show how different design elements may be used strategically to create two very different outcome chains from a consumer's perspective. This work shows that certain design elements are more likely to create functional product differentiation and transactional consumer outcomes, while other design strategies tap a more emotional form of value creation. As we show, an
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emotional focus in value creation is more likely to create desired and powerful outcomes such as loyalty, joy of use, and even passion. Given current business trends towards relationshipbased customer management, this emphasis on emotional value creation through product design is particularly relevant. In order to make these ideas actionable, we offer specific product design strategies that managers can use to enhance the transactional and relational value of their customer relationships. Subjects: NO SUBJECTS(KEYWORDS) Length: 10p SM120A Title: VERITAS 1999 (A): Integrating Sales Forces Author(s): Leslie, Mark; Lattin, James; Yurday, Erin Publication Date: 09/15/2003 Revision Date: 06/23/2005 Product Type: Case (Field) Publisher: Stanford University Abstract: In October 1998, VERITAS and Seagate's Network Storage and Management Group, which both sold data storage management software, agreed to merge. In terms of employee size and revenues, it was nearly a merger of equals. Until regulatory approval for the merger was granted from the government under the HartScott-Rodino (HSR) Act, the two companies could share only public information, initially limiting due diligence. The companies received HSR approval on December 4, 1998. It had been clear from public information that the two companies offered different products, sold through different channels of distribution, and captured two different customer segments of the market. After all, these differences were regarded as complements and the major justification behind the merger. However, what was not so apparent until HSR approval was the clash in sales force cultures. Paul Sallaberry, an executive at pre-merger VERITAS, assumed the role of executive vice-president of worldwide sales and marketing after the merger. Sallaberry needed to design a sales force integration plan that would take the company to billions of dollars in sales within the next few years without sacrificing any short-term sales momentum. To do so, he had to resolve the issues at hand: culture clashes, disparate compensation structures, overlapping territories, and redundant management positions. Industry Setting: Software industry Subjects: NO SUBJECTS(KEYWORDS) Length: 19p Supplementary Materials: Supplement (Field), (SM120B), 2p, by Mark Leslie, Tom Federico; Supplement (Field), (SM120C), 3p, by Mark Leslie, Erin Yurday, Tom Federico Year New: 2005 SM120B Title: VERITAS 1999 (B): Integrating Sales Forces Author(s): Leslie, Mark; Federico, Tom Publication Date: 06/23/2005 Product Type: Supplement (Field) Publisher: Stanford University Abstract: An abstract is not available for this product. Must be used with: (SM120A) VERITAS 1999 (A): Integrating Sales Forces. Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Year New: 2005 SM120C Title: VERITAS 1999 (C): Integrating Sales Forces Author(s): Leslie, Mark; Yurday, Erin; Federico, Tom Publication Date: 06/23/2005 Product Type: Supplement (Field) Publisher: Stanford University Abstract: An abstract is not available for this product. Must be used with: (SM120A) VERITAS 1999 (A): Integrating Sales Forces. Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2005 74107 Title: Vaguely Right Approach to Sales Force Allocations Author(s): Lodish, Leonard M. Publication Date: 01/01/1974 Product Type: Harvard Business Review Article Abstract: A computer system which determines sales force allocations employs the concept that vaguely right is better than precisely wrong. A suggested approach uses hard data from sales and profit records, such as geographical areas, travel time and costs, and available time. The computer plots this data against judgmental data, such as the odds for converted prospects and other elements of risk, to calculate the most effective use of time. Subjects: Sales management Length: 6p 593065 Title: Valio Author(s): Goldberg, Ray A.; Willis, Vincent N.
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Publication Date: 12/11/1992 Revision Date: 03/07/1995 Product Type: Case (Field) Abstract: Finland is planning to join the E.C. and Valio, its largest dairy cooperative, has to reposition itself. Geographic Setting: Finland Industry Setting: Dairy industry Subjects: Agribusiness; International marketing; Scandinavia Length: 26p 583164 Title: ValuPlus Supermarkets, Inc. Author(s): Salmon, Walter J.; Court, Alice M. Publication Date: 06/15/1983 Revision Date: 10/05/1993 Product Type: Case (Field) Abstract: Concerns the applicability of the food warehouse concept to different geographic areas. Geographic Setting: Midwestern United States Industry Setting: Food industry; Retail industry Gross Revenues: $1.2 billion assets Subjects: Consumer marketing; Demographics; Supermarkets Length: 25p Supplementary Materials: Teaching Note, (592015), 8p, by Walter J. Salmon, David Wylie 3358 Title: Value Merchants: Demonstrating and Documenting Superior Value in Business Markets (Hardcover) Author(s): Kumar, Nirmalya; Anderson, James C.; Narus, James A. Publication Date: 11/07/2007 Product Type: HBS Press Book Abstract: Do your salespeople feel under extreme pressure to retain accounts or gain new business at any cost? If so, you may be leaving big money on the table. Consider the integrated-circuit supplier representative who lost $500,000 of potential profit on a single transaction, just to "win" a deal that he would have closed anyway at the higher price. Do not make price concessions. Become a value merchant instead. In this authoritative book, James Anderson, Nirmalya Kumar, and James Narus explain how companies in business markets can use customer value management techniques to estimate the value of your market offerings, create value propositions that resonate with your customers, and maximize the return you will get on the superior value that you deliver. Drawing on extensive research and detailed case studies of companies like Sonoco, Tata Steel, and Quaker Chemical, "Value Merchants" will change the mindset and behavior of your executives, sales
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management, representatives, and marketers--as well as your customers. Geographic Setting: Global Subjects: NO SUBJECTS(KEYWORDS) Length: 240p List Price: $35.00 Year New: 2007 2875ES Title: Value Merchants: Demonstrating and Documenting Superior Value in Business Markets: A Harvard Business Press Book Summary in Partnership with getAbstract Author(s): Anderson, James C.; Kumar, Nirmalya; Narus, James A. Publication Date: 11/01/2007 Product Type: HBS Press Book Summary Abstract: Do your salespeople feel under extreme pressure to retain accounts or gain new business at any cost? Do not make price concessions. Become a value merchant instead. In this authoritative book, James Anderson, Nirmalya Kumar, and James Narus explain how companies in business markets can use customer value management techniques to estimate the value of your market offerings, create value propositions that resonate with customers, and maximize the return you will get on the superior value that you deliver. Geographic Setting: Global Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Year New: 2007 M284A Title: Value Pricing at Procter & Gamble (A) Author(s): Lal, Rajiv; Kristofferson, Mitchell Publication Date: 02/01/1996 Product Type: Case (Field) Publisher: Stanford University Abstract: Executive Vice President Durk Jager was convinced that the huge sums being spent on trade and consumer promotion could be put to better use, and that P&G should overhaul its pricing strategy to one of consistent list prices with little, if any, promotional spending. Two category managers (for handdishwashing liquids Dawn, Ivory, and Joy, and for Folgers coffee) were considering the potential consequences of putting their products on the "value pricing" bandwagon. Should they implement value pricing? And if so, how much should they reduce list prices for these national brands? Major changes to the original budget and marketing plan would be required, and these changes would have to be accomplished without compromising the profitability of the category. May be used with: (M284B) Value Pricing at Procter & Gamble (B). Geographic Setting: Cincinnati, OH Industry Setting: Consumer products Company Size: Fortune 500 Gross Revenues: $24 billion revenues Subjects: Consumer goods; Marketing strategy; Pricing; Restructuring Length: 27p M284B Title: Value Pricing at Procter & Gamble (B) Author(s): Lal, Rajiv; Kristofferson, Mitchell Publication Date: 02/01/1996 Product Type: Case (Field) Publisher: Stanford University Abstract: The transition to value pricing required changes in product development as well as in the roles of brand managers and the sales force, and coincided with a significant drop in both shipments and sales. In championing such a radical change, Durk Jager had put not only his own job on the line, but also the fate of the entire company. May be used with: (M284A) Value Pricing at Procter & Gamble (A). Geographic Setting: Cincinnati, OH Industry Setting: Consumer products Company Size: Fortune 500 Gross Revenues: $24 billion revenues Subjects: Consumer goods; Marketing strategy; Pricing; Restructuring Length: 9p CMR297 Title: Valuing the Cause Marketing Relationship Author(s): Rangan, V. Kasturi; Gourville, John T. Publication Date: 11/01/2004 Product Type: CMR Article Publisher: California Management Review Abstract: Cause marketing involves a "cause-linked" promotion of a commercial product, with some part of that product's revenues being donated to the nonprofit engaged in that cause. Traditionally, the needs of the for-profit firm have for the most part initiated and driven cause marketing, with less attention directed to the needs of the nonprofit organization or its role in creating value for the partnership. Offers a framework that considers the benefits and costs from both partners' perspectives, including monetary (firstorder) as well as nonmonetary (secondorder) considerations. Using this framework, the article proposes a decision process aimed at enhancing the value for both partners in the relationship. Subjects: Corporate responsibility;
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507049 Title: The Vancouver 2010 Olympics Author(s): Elberse, Anita; Anthony, Catherine; Callahan, Joshua Publication Date: 03/21/2007 Revision Date: 10/20/2008 Product Type: Case (Field) Abstract: It is February 2007, exactly three years before Vancouver hosts the 2010 Winter Olympics. Judy Rogers, City Manager for the City of Vancouver and a member of the Board of Directors for Vancouver's Organizing Committee (VANOC), is keen to ensure the Games will have a lasting positive impact on the city and on Canada. However, a recent event reveals that significant social tensions could negatively effect the event and Vancouver's image across the globe, and Rogers will have to find a way to address the growing concerns. More pressingly, Rogers and her team are faced with the task of creating an Olympic Legacy Reserve Fund that could enable the city to achieve its sustainability goals, but involves a significant tax increase for Vancouver's residents and businesses. With the world watching and the clock ticking, there is a lot at stake. How should Rogers respond to these challenges? Allows for an indepth examination of critical social marketing issues in the context of one of the world's biggest sports events. Provides rich data on the possible benefits and drawbacks for a variety of constituents, including the International Olympic Committee, the host country and city, its businesses, and local residents, and can serve to illustrate the key tensions as well as best practices in social marketing initiatives. Geographic Setting: Canada Industry Setting: Sports industry Gross Revenues: $1.5 billion Canadian revenues Event Year Start: 2004 Event Year End: 2010 Subjects: NO SUBJECTS(KEYWORDS) Length: 27p Year New: 2007 504803 Title: Vanguard Group Television Commercials, Video (DVD) Author(s): Quelch, John A. Publication Date: 05/01/2004 Product Type: Case Video, DVD Medium: Videotape Abstract: Presents two test television commercials to promote awareness of the Vanguard brand.
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Industry Setting: Mutual fund Subjects: NO SUBJECTS(KEYWORDS) Length: 2 min Year New: 2005 504812 Title: Vanguard Group Television Commercials Author(s): Quelch, John A. Publication Date: 05/01/2004 Product Type: Case Video Medium: Videotape Abstract: Presents two test television commercials to promote awareness of the Vanguard brand. Must be used with: (504001) Marketing at The Vanguard Group. Industry Setting: Mutual fund Subjects: Financial services; Market segmentation; Marketing strategy; Mutual funds Length: 2 min List Price: $100.00 Year New: 2004 504802 Title: Vanguard Group--Bill McNabb, Video (DVD) Author(s): Quelch, John A. Publication Date: 02/01/2004 Product Type: Case Video, DVD Abstract: An interview with the chief operating officer of the Vanguard Group. Must be used with: (504001) Marketing at The Vanguard Group. Industry Setting: Mutual fund Subjects: NO SUBJECTS(KEYWORDS) Length: 7 min Year New: 2005 504809 Title: Vanguard Group--Bill McNabb Author(s): Quelch, John A. Publication Date: 02/01/2004 Product Type: Case Video Medium: Videotape Abstract: An interview with the chief operating officer of the Vanguard Group. Must be used with: (504001) Marketing at The Vanguard Group. Industry Setting: Mutual fund Subjects: Financial services; Market segmentation; Marketing strategy; Mutual funds Length: 7 min List Price: $150.00 Year New: 2004 593111 Title: Vanity Fair Mills: Market Response System Author(s): Buzzell, Robert D. Publication Date: 05/21/1993 Revision Date: 10/12/1993 Product Type: Case (Field) Abstract: Describes the "Quick Response" program developed by Vanity Fair Mills (VFM), a division of the VF Corp. Beginning in 1989, VFM reorganized its manufacturing systems, invested heavily in computer and telecommunications equipment, and formed "partnership" agreements with major retailers. These changes were designed to improve inventory turnover, reduce markdowns, and cut down on operating expenses in the distribution of intimate apparel. The improved efficiency of the distribution channel would, it was believed, yield benefits for VFM and its retail customers. In early 1993 VFM management reviewed their progress to date in implementing Quick Response. Geographic Setting: United States Industry Setting: Apparel industry Company Size: large Gross Revenues: $3.8 billion revenues Subjects: Clothing; Distribution channels; Inventory management; Logistics; Marketing strategy; Sales management Length: 31p Supplementary Materials: Teaching Note, (595095), 4p, by David E. Bell 502077 Title: Vans: Skating on Air Author(s): Moon, Youngme; Kiron, David Publication Date: 06/22/2002 Product Type: Case (Field) Abstract: Vans is best known for selling footwear and apparel to skateboarders, surfers, and other alternative sports athletes. In April 2002, Gary Schoenfeld, the CEO, is facing a number of challenges. With respect to footwear, he must decide what to do about two product lines that are struggling--the outdoor line of hiking shoes and the women's collection. More broadly, Vans is currently embarking on a number of new ventures, some of with which the company has little experience. For example, Vans is in the process of promoting a full-length movie, creating its own record label, and working with video-game developers to develop games based on its sporting events. Traces the up-and-down history of a niche fashion brand in a market in which consumers are notoriously fickle. In recent years, the CEO appears to have revived the brand; however, it is unclear whether the company is in danger of losing its hardcore customer base as it ventures into the consumer mainstream. Geographic Setting: California Industry Setting: Footwear industry Number of Employees: 1,700 Gross Revenues: $350 million revenues
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Subjects: Brands; Clothing; Consumer marketing; Footwear; New product marketing Length: 22p Supplementary Materials: Teaching Note, (505008), 24p, by Youngme Moon 504S05 Title: Vans: Skating on Air, Spanish Version Author(s): Moon, Youngme; Kiron, David Publication Date: 06/22/2002 Product Type: LACC Case Abstract: Vans is best known for selling footwear and apparel to skateboarders, surfers, and other alternative sports athletes. In April 2002, Gary Schoenfeld, the CEO, is facing a number of challenges. With respect to footwear, he must decide what to do about two product lines that are struggling--the outdoor line of hiking shoes and the women's collection. More broadly, Vans is currently embarking on a number of new ventures, some of with which the company has little experience. For example, Vans is in the process of promoting a full-length movie, creating its own record label, and working with video-game developers to develop games based on its sporting events. Teaching Purpose: Traces the up-anddown history of a niche fashion brand in a market in which consumers are notoriously fickle. In recent years, the CEO appears to have revived the brand; however, it is unclear whether the company is in danger of losing its hardcore customer base as it ventures into the consumer mainstream. Allows for an examination of how a brand can evolve over time, as well as a discussion of the conflict that can arise when the growth and popularity of a brand affects its perception of authenticity among its most loyal customers. Geographic Setting: California Industry Setting: Footwear industry Number of Employees: 1,700 Gross Revenues: $350 million revenues Subjects: Brands; Clothing; Consumer marketing; Footwear; New product marketing Length: 23p 98610 Title: Versioning: The Smart Way to Sell Information Author(s): Shapiro, Carl; Varian, Hal R. Publication Date: 11/01/1998 Product Type: Harvard Business Review Article Abstract: In this article, University of California at Berkeley professors Carl Shapiro and Hal Varian explain how a "versioning" strategy can enable a
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company to distinguish its products from the competition and protect its prices from collapse. This insightful article will be essential reading for any executive competing in the information economy. Many producers of information goods assume that their products are exempt from the economic laws that govern more tangible goods. But that's just not so. Information goods are subject to the same market and competitive forces that govern the fate of any product. And their success, too, hinges on traditional product-management skills: gaining a clear understanding of customer needs, achieving genuine differentiation, and developing and executing an astute positioning and pricing strategy. What makes information goods tricky is their "dangerous economics." Producing the first copy of an information product is often very expensive, but producing subsequent copies is very cheap. In other words, the fixed costs are high and the marginal costs are low. Because competition tends to drive prices to the level of marginal costs, information goods can easily turn into low-priced commodities, making it impossible for companies to recoup their up-front investments and eventually bringing about their demise. The best way to escape that fate, the authors say, is to create different versions of the same core of information by tailoring it to the needs of different customers. The authors draw on a wide range of examples to illustrate how companies use different versioning strategies to appeal to customers with different needs. The power of versioning is that it enables managers to apply tried-andtrue product-management techniques in a way that takes into account both the unusual economics of information production and the endless malleability of digital data. Industry Setting: Online information services Subjects: Information age; Market segmentation; Marketing strategy; Pricing strategy; Product portfolio management; Product positioning Length: 9p BESTSELLER 4789 Title: Versioning: The Smart Way to Sell Information (HBR OnPoint Enhanced Edition) Author(s): Shapiro, Carl; Varian, Hal R. Publication Date: 09/01/2000 Product Type: HBR OnPoint Article Abstract: In this article, University of California at Berkeley professors Carl Shapiro and Hal Varian explain how a "versioning" strategy can enable a company to distinguish its products from the competition and protect its prices from collapse. Producing the first copy of an information product is often very expensive, but producing subsequent copies is very cheap. In other words, the fixed costs are high and the marginal costs are low. Because competition tends to drive prices to the level of marginal costs, information goods can easily turn into low-priced commodities, making it impossible for companies to recoup their up-front investments and eventually bringing about their demise. The best way to escape that fate, the authors say, is to create different versions of the same core of information by tailoring it to the needs of different customers. The authors draw on a wide range of examples to illustrate how companies use different versioning strategies to appeal to customers with different needs. Industry Setting: Online information services Subjects: Information age; Market segmentation; Marketing strategy; Pricing strategy; Product portfolio management; Product positioning Length: 13p List Price: $6.50 500041 Title: VerticalNet (www.verticalnet.com) Author(s): Narayandas, Das Publication Date: 11/02/1999 Revision Date: 06/27/2000 Product Type: Case (Field) Abstract: VerticalNet, a leading creator of targeted business-to-business vertical trade communities on the Internet, is trying to expand its model to facilitate ecommerce. Mark Walsh, the CEO of VerticalNet, has to decide how far he can extend the firm's business model without negatively affecting his current franchise. Geographic Setting: Philadelphia, PA Industry Setting: Internet & online services industries Number of Employees: 7,300 Gross Revenues: $25 million revenues Subjects: Electronic commerce; Internet Length: 25p Supplementary Materials: Teaching Note, (501060), 13p, by Das Narayandas 508S02 Title: VerticalNet (www.verticalnet.com), Spanish Version Author(s): Narayandas, Das Publication Date: 11/02/1999 Revision Date: 06/27/2000 Product Type: LACC Case Abstract: VerticalNet, a leading creator of targeted business-to-business vertical trade communities on the Internet, is trying to expand its model to facilitate e-
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commerce. Mark Walsh, the CEO of VerticalNet, has to decide how far he can extend the firm's business model without negatively affecting his current franchise. Geographic Setting: Philadelphia, PA Industry Setting: Internet & online services industries Number of Employees: 7,300 Gross Revenues: $25 million revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 26p Year New: 2007 590002 Title: Vestron Author(s): Quelch, John A.; Hibbard, Jonathan D. Publication Date: 08/17/1989 Revision Date: 07/20/1990 Product Type: Case (Field) Abstract: Explores the vertical integration options of a five-year-old video distribution firm. Vestron has become one of the nation's largest independent distributors of prerecorded videocassettes but must decide on a new marketing focus or face significant financial losses. Examines the flow of product in the movie/video production and distribution channel as well as the power of each channel participant. Geographic Setting: United States Industry Setting: Entertainment industry; Film industry Company Size: mid-size Subjects: Distribution channels; Entertainment industry; Marketing strategy; Vertical integration Length: 31p Supplementary Materials: Teaching Note, (591021), 17p, by John A. Quelch, Julie Yao 507021 Title: ViaGen: Revolutionizing the Livestock Industry Author(s): Bell, David E.; Shelman, Mary; Martin, Roger Publication Date: 12/15/2006 Revision Date: 01/15/2008 Product Type: Case (Field) Abstract: ViaGen has invested heavily to develop cloning technology for the livestock industry. Cloning has the potential to significantly improve the genetics of livestock, leading to higher quality meat, healthier animals, and more efficient production. Since 2003, the firm has been waiting for the FDA to declare that meat and milk from cloned animals are no different from non-clones. During that period the company has worked to educate regulators, consumers, and members of the livestock chain about cloning. In late 2006, the FDA announcement appears
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imminent. ViaGen CEO Mark Walton needs to develop different business plans to commercialize cloning technology in pigs, cattle, and horses, all of which have a different industry structure. At the same time, he must consider what to do if the announcement is delayed yet again. Geographic Setting: United States Industry Setting: Agribusiness Number of Employees: 60 Gross Revenues: $2 million revenues Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 31p Supplementary Materials: Teaching Note, (508014), 10p, by David E. Bell, Eliot Sherman, Mary Shelman Year New: 2006 599075 Title: Viacom's "Blockbuster" (A) Author(s): Rangan, V. Kasturi; Reitz, Howard Firestone Publication Date: 04/02/1999 Product Type: Case (Library) Abstract: Describes the turnaround at the home video retailer Blockbuster. But in order to understand Blockbuster's strategy the reader needs to understand the background of its parent, Viacom, an entertainment and media giant. Explores multiple channel windows and their impact on profitability. Teaching Purpose: To understand the dynamics of distribution channel evolution in the entertainment industry. Withdrawn 07/23/01. Geographic Setting: United States Industry Setting: Video industry Company Size: large Gross Revenues: $25 billion revenues Subjects: Distribution channels; Entertainment industry; Retailing; Vertical integration Length: 23p Supplementary Materials: Supplement (Library), (500087), 6p, by V. Kasturi Rangan, Howard Firestone Reitz 503S75 Title: Vicks Health Care Division: Project Scorpio (A), Spanish Version Author(s): Yip, George S.; Williams, Jeffrey R. Publication Date: 10/01/1981 Revision Date: 06/28/1985 Product Type: LACC Case Abstract: The Vicks Health Care Division lacks a solid form entry in the OTC colds care category and has developed a "me-too" product. The main issues are whether there is an opportunity for the product, and, if so, how it should be positioned. Main teaching objectives are to use market research data as input for assessment of market opportunity and development of product positioning. Geographic Setting: United States Industry Setting: Health care industry Gross Revenues: $1 billion sales Subjects: Consumer marketing; Health; Market research; New product marketing; Pharmaceuticals; Product development Length: 23p 582039 Title: Vicks Health Care Division: Project Scorpio (A) Author(s): Yip, George S.; Williams, Jeffrey R. Publication Date: 10/01/1981 Revision Date: 06/28/1985 Product Type: Case (Field) Abstract: The Vicks Health Care Division lacks a solid form entry in the OTC colds care category and has developed a "me-too" product. The main issues are whether there is an opportunity for the product, and, if so, how it should be positioned. Main teaching objectives are to use market research data as input for assessment of market opportunity and development of product positioning. Geographic Setting: United States Industry Setting: Health care industry Gross Revenues: $1 billion sales Subjects: Consumer marketing; Health; Market research; New product marketing; Pharmaceuticals; Product development Length: 20p Supplementary Materials: Teaching Note, (585109), 46p, by Robert J. Dolan; Case Video, (883519), 9 min, by George S. Yip, Jeffrey R. Williams 582040 Title: Vicks Health Care Division: Project Scorpio (B) Author(s): Yip, George S.; Williams, Jeffrey R. Publication Date: 10/01/1981 Revision Date: 06/28/1985 Product Type: Case (Field) Abstract: Reveals that Vicks chose a multi-condition positioning for the product. Describes testing of name and concept, and extensively reports on a four-city test market. Students are expected to evaluate both the design and results of the test, and face options ranging from termination to going national. Geographic Setting: United States Industry Setting: Health care industry Gross Revenues: $1 billion sales Subjects: Consumer marketing; Health; Market research; New product marketing; Pharmaceuticals; Product development
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Length: 20p Supplementary Materials: Teaching Note, (585109), 46p, by Robert J. Dolan; Case Video, (883519), 9 min, by George S. Yip, Jeffrey R. Williams 582041 Title: Vicks Health Care Division: Project Scorpio (B1) Author(s): Yip, George S.; Williams, Jeffrey R. Publication Date: 10/01/1981 Revision Date: 06/28/1985 Product Type: Case (Field) Abstract: To be handed out during class discussion of the (B) case. Reveals that Vicks developed a second name and advertising positioning. Presents results of copy testing, and further test market results. Students have to choose between the two names and positionings, as well as decide whether to recommend national expansion. Geographic Setting: United States Industry Setting: Health care industry Gross Revenues: $1 billion sales Subjects: Consumer marketing; Health; Market research; New product marketing; Pharmaceuticals; Product development Length: 5p Supplementary Materials: Teaching Note, (585109), 46p, by Robert J. Dolan; Case Video, (883519), 9 min, by George S. Yip, Jeffrey R. Williams 582042 Title: Vicks Health Care Division: Project Scorpio (C) Author(s): Yip, George S.; Williams, Jeffrey R. Publication Date: 10/01/1981 Revision Date: 08/01/1985 Product Type: Case (Field) Abstract: Reveals that the new products executives have decided to recommend national expansion. They have to develop a justification and preliminary marketing plan. Emphasizes consumer and trade promotion options. Students have to complete a five-year projected P&L statement. Geographic Setting: United States Industry Setting: Health care industry Gross Revenues: $1 billion sales Subjects: Consumer marketing; Health; Market research; New product marketing; Pharmaceuticals; Product development Length: 18p Supplementary Materials: Supplement (Note), (583009), 2p, by George S. Yip; Teaching Note, (585109), 46p, by Robert J. Dolan; Case Video, (883519), 9 min, by George S. Yip, Jeffrey R. Williams 583009 Title: Vicks Health Care Division:
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Project Scorpio (C), Student Assignment Author(s): Yip, George S. Publication Date: 07/12/1982 Product Type: Supplement (Note) Abstract: Provides a blank five-year profit-and-loss statement for students to complete. Must be used with: (582042) Vicks Health Care Division: Project Scorpio (C). Industry Setting: Pharmaceutical industry Subjects: Consumer marketing; Health; Market research; New product marketing; Pharmaceuticals; Product development Length: 2p Supplementary Materials: Teaching Note, (585109), 46p, by Robert J. Dolan 589008 Title: Vicks Health Care Division: Project Scorpio (D) Author(s): Kosnik, Thomas J. Publication Date: 09/08/1988 Product Type: Case (Field) Abstract: Reveals that Vicks chose a multi-condition positioning for the product. Describes testing of name and concept, and extensively reports on a four-city test market. Students are expected to evaluate both the design and results of the test, and face options ranging from termination to going national. A rewritten version of two earlier cases by J.R. Williams under the supervision of G.S. Yip. Geographic Setting: United States Industry Setting: Health care industry Company Size: large Gross Revenues: $1 billion revenues Subjects: Consumer marketing; Health; Market research; New product marketing; Pharmaceuticals; Product development Length: 23p 883519 Title: Vicks Health Care Division: Project Scorpio, Video Author(s): Yip, George S.; Williams, Jeffrey R. Publication Date: 05/31/1983 Product Type: Case Video Abstract: This videotape of commercials is for use in class with the Vicks Health Care Division: Project Scorpio series. Must be used with: (582039) Vicks Health Care Division: Project Scorpio (A); (582040) Vicks Health Care Division: Project Scorpio (B); (582041) Vicks Health Care Division: Project Scorpio (B1); (582042) Vicks Health Care Division: Project Scorpio (C). Industry Setting: Pharmaceutical industry Subjects: Consumer marketing; Health; Market research; New product marketing; Pharmaceuticals; Product development Length: 9 min List Price: $150.00 599054 Title: Victory Supermarkets: Expansion Strategy? Author(s): Bell, David E.; Leamon, Ann Publication Date: 05/14/1999 Revision Date: 08/25/1999 Product Type: Case (Field) Abstract: Jay DiGeronimo, president of a 16-store supermarket chain, is trying to decide the timing and method for expanding his chain. The family-owned company could continue in a maintenance mode, with each family member running one store. It could expand slowly using a new Market Square concept. Or it could try to double its size in the next ten years. What are the costs and benefits of each approach? Should the company continue opening Market Squares, even though that format has higher opening and operating expenses than more conventional operations? Geographic Setting: Massachusetts Industry Setting: Grocery stores Number of Employees: 1,750 Gross Revenues: $250 million revenues Subjects: Competition; Decision making; Expansion; Family owned businesses; Financing; Investments; Marketing strategy; Retailing; Supermarkets Length: 20p 500023 Title: Victory Supermarkets: Investment Strategy Author(s): Bell, David E.; Leamon, Ann Publication Date: 08/25/1999 Revision Date: 11/13/1999 Product Type: Case (Field) Abstract: Victory Supermakets, a small family-owned chain in central Massachusetts, has embarked on a new store concept. Preliminary data from two stores has arrived; should the company continue with this format? Teaching Purpose: To introduce the students to retail finance. A rewritten version of an earlier case. Geographic Setting: Massachusetts Industry Setting: Grocery stores Number of Employees: 1,750 Gross Revenues: $250 million revenues Subjects: Competition; Decision making; Expansion; Family owned businesses; Financing; Investments; Marketing strategy; Retailing; Supermarkets Length: 9p
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597020 Title: Vietnam: Market Entry Decisions Author(s): Quelch, John A.; Arnold, David J. Publication Date: 07/26/1996 Revision Date: 01/05/1998 Product Type: Case (Gen Exp) Abstract: The management of three U.S. multinationals have to decide whether to enter the Vietnam market and, if so, how. Geographic Setting: Vietnam Industry Setting: Adhesives & sealants industry; Toy industry; Athletic & outdoor apparel industry; Footwear industry Subjects: Distribution; International marketing; Joint ventures; Southeast Asia Length: 13p Supplementary Materials: Teaching Note, (598081), 7p, by John A. Quelch SMR233 Title: Viewing Brands in Multiple Dimensions Author(s): Berthon, Pierre R.; Holbrook, Morris B.; Hulbert, James M.; Pitt, Leyland Publication Date: 01/01/2007 Product Type: SMR Article Abstract: Contrary to the beliefs of many managers, their companies' products and corporate brands cannot truly be managed, much less owned. That much has become clear in recent years as many well known brands have seemed to take on lives of their own, changing in the minds of many even though management may think of them as immutable. In this article, the authors introduce the concept of a "brand manifold" in order to bring out two overlooked factors: first, that brands have multiple dimensions depending on who is valuing them, and second, that those dimensions change in space and time. Drawing on automotive industry examples such as Maybach, Morgan, and BMW's Mini, the authors demonstrate the importance of managing a brand's evolution so that the brand does not lose its roots in the past. They go on to highlight the importance of understanding that brands have a life and meaning independent of what their initiators intended--as embodied by the thriving user community around Apple Computer's long-obsolete Newton handheld and evident in the influence of Harley-Davidson owners over many of the company's strategic decisions. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2007 607052 Title: Vipp A/S
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Author(s): Austin, Robert D.; Beyersdorfer, Daniela Publication Date: 12/19/2006 Product Type: Case (Field) Abstract: Rapidly growing Vipp sells highly differentiated (and expensive) "designer" versions of a product that most buyers think about in purely functional terms: Trash bins. Examines how the company successfully produces and positions a trash bin so that it is regarded as an "art object" (and which has been displayed as such as the Paris Louvre). Though it is a tangible product, a Vipp bin's price cannot be even remotely justified by its functional features; customers, rather, pay dearly for the intangible aspects of the product, which the firm works very hard to keep integrated with the physical product. Deals with a range of issues confronting creative economy companies, such as how to produce products with very important intangible components, how to assure and manage the design integrity of a family of products, how far to extend a brand, how to manage creative employees, and where to source creative work. Geographic Setting: Denmark Industry Setting: Fashion industry Number of Employees: 35 Gross Revenues: $50 million revenues Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 23p Year New: 2006 F0705A Title: Viral Marketing for the Real World Author(s): Watts, Duncan J.; Peretti, Jonah Publication Date: 05/01/2007 Product Type: Harvard Business Review Article Abstract: By combining viral-marketing tools with mass marketing, you can extend your reach at minimal cost. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2007 504028 Title: Virgin Mobile USA: Pricing for the Very First Time Author(s): McGovern, Gail Publication Date: 09/08/2003 Revision Date: 06/11/2007 Product Type: Color Case Abstract: Dan Schulman, the CEO of Virgin Mobile USA, must develop a pricing strategy for a new wireless phone service targeted toward consumers in their teens and twenties, many of whom are believed to have poor credit quality and uneven usage patterns. Contrary to conventional industry wisdom, Schulman is convinced that he can build a profitable business based on this underrepresented target segment. The key is pricing. Schulman is currently debating three pricing options: 1) adopting a pricing structure that is roughly equivalent to the major carriers, 2) adopting a similar pricing structure, but with actual prices below the major carriers, or 3) coming up with a radically different pricing structure. With respect to the third option, Schulman is considering various alternatives, including a reliance on prepaid (as opposed to post-paid) plans and the total elimination of contracts. Includes color exhibits. Geographic Setting: United States Industry Setting: Telephone industry Number of Employees: 200 Gross Revenues: $5.2 billion revenues Subjects: Market segmentation; Pricing; Pricing strategy; Telecommunications Length: 19p Supplementary Materials: Teaching Note, (504108), 20p, by Gail McGovern Year New: 2004 96204 Title: Virtual Shopping: Breakthrough in Marketing Research Author(s): Burke, Raymond R. Publication Date: 03/01/1996 Product Type: Harvard Business Review Article Abstract: Corporate success depends on breaking through the clutter of messages and products facing consumers in the marketplace. But the more innovative the idea--whether it is a new product, package, price, or promotion--the greater the risk. Traditional marketing research methods, such as test markets, focus groups, controlled field experiments, and even STMs, have limitations. Some are vulnerable to observation and manipulation by competitors; others are contrived and unrealistic, too expensive, or simply incapable of providing the information that managers need. But a new alternative--the virtual store--not only addresses those limitations, it also broadens the horizons of marketing research. Subjects: Consumer marketing; Information technology; Market research; Simulation; Technology; Test markets Length: 12p HKU073 Title: VirtualChina.com: The Building of a Virtual Community Author(s): Farhoomand, Ali F.; Lovelock, Peter
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Publication Date: 01/01/2000 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: In February 1997, Xindeco became the first Chinese technology company to list publicly. Buoyed by its successes, the ChinaVista site attempted to expand and become a "gateway," or niche portal, for international interest in China. With the basic ChinaVista site still garnering critical respect and foreign companies approaching the site's developers for assistance in entering the China market, a new business plan and a new site were created, which focused on aggregating members rather than (solely concentrating on) information resources--and thereby building loyalty. Their focus allowed the developers to realize the existence of a community peculiar to cyberspace, that of the "virtual foreign China-interested community"--a community dispersed around the world but united by a common interest in the commercial development in China. Geographic Setting: China Industry Setting: IT industry Subjects: China; Corporate strategy; Electronic commerce; Internet; Virtual communities Length: 21p Supplementary Materials: Teaching Note, (HKU074), 8p, by Ali F. Farhoomand, Peter Lovelock 505S13 Title: Vistakon: 1 Day Acuvue Disposable Contact Lenses, Spanish Version Author(s): Silk, Alvin J.; Isaacson, Bruce; Bell, Marie Publication Date: 03/05/1996 Revision Date: 02/01/1999 Product Type: LACC Case Abstract: Vistakon, an independent and entrepreneurial subsidiary of Johnson & Johnson, pioneered the production and marketing of disposable contact lenses with the 1987 launch of Acuvue, the first disposable extended-wear lens--a soft contact lens that patients wear for a period of less than two weeks and then abandon. By 1993, Acuvue was the leading brand of soft contact lens in the United States. In March 1994, Gary Kunkle, president of Vistakon, was presented with the test market results for an addition to the firm's product line, 1 Day Acuvue, the world's first daily disposable contact lens. The test market results raised a number of strategic issues relating to: 1) the positioning and pricing of the new daily wear disposable product; 2) cannibalization of the firm's existing extended-wear disposable lens; and 3) the mix of push and pull
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components required for the introductory marketing campaign to be effective in generating and coordinating demand from both eye-care professionals and consumers. In deciding how to proceed, Kunkle must evaluate the risks associated with commencing an immediate launch with an unproven strategy as opposed to extending the test market. Geographic Setting: United States Industry Setting: Health care industry Number of Employees: 2,500 Gross Revenues: $300 million revenues Subjects: Brands; Consumer goods; Market analysis; Marketing implementation; Marketing mixes; Marketing strategy; Product positioning Length: 29p Year New: 2005 596087 Title: Vistakon: 1 Day Acuvue Disposable Contact Lenses Author(s): Silk, Alvin J.; Isaacson, Bruce; Bell, Marie Publication Date: 03/05/1996 Revision Date: 02/01/1999 Product Type: Case (Field) Abstract: Vistakon, an independent and entrepreneurial subsidiary of Johnson & Johnson, pioneered the production and marketing of disposable contact lenses with the 1987 launch of Acuvue, the first disposable extended-wear lens--a soft contact lens that patients wear for a period of less than two weeks and then abandon. By 1993, Acuvue was the leading brand of soft contact lens in the United States. In March 1994, Gary Kunkle, president of Vistakon, was presented with the test market results for an addition to the firm's product line, 1 Day Acuvue, the world's first daily disposable contact lens. The test market results raised a number of strategic issues relating to: 1) the positioning and pricing of the new daily wear disposable product; 2) cannibalization of the firm's existing extended-wear disposable lens; and 3) the mix of push and pull components required for the introductory marketing campaign to be effective in generating and coordinating demand from both eye-care professionals and consumers. In deciding how to proceed, Kunkle must evalute the risks associated with commencing an immediate launch with an unproven strategy as opposed to extending the test market. Geographic Setting: United States Industry Setting: Health care industry Number of Employees: 2,500 Gross Revenues: $300 million revenues Subjects: Brands; Consumer goods; Market analysis; Marketing implementation; Marketing mixes; Marketing strategy; Product positioning Length: 26p M279 Title: Voice Mail Around the World Author(s): Montgomery, David B.; Kapadia, Pranati Publication Date: 01/01/1995 Product Type: Case (Library) Publisher: Stanford University Abstract: YRIX Communications Corp. is considering how to expand internationally in view of the maturation of the U.S. market. At issue is which countries to enter and how to enter each market. Geographic Setting: Global Industry Setting: Telecommunications industry Subjects: International marketing; Market selection; Multinational corporations; Technological change; Telecommunications Length: 23p Supplementary Materials: Teaching Note, (M279T), 11p, by David B. Montgomery, Pranati Kapadia 591065 Title: Volkswagen of America: Audi 5000 (A) Author(s): Greyser, Stephen A.; Kopp, Robert J. Publication Date: 01/22/1991 Product Type: Case (Field) Abstract: Audi marketing executives and their advertising agency colleagues must decide which of several advertising executions should be employed for the introductory campaign for the Audi 5000, their new car entry scheduled to replace the Audi 100LS in the United States in the fall of 1977. The positioning of the 5000 focused on engineering and design superiority. Two alternative executions based on this strategy were being considered. Background information is provided on Audi's German and U.S. marketing experiences, on competitive car positionings in the United States, and on the new campaigns. Geographic Setting: United States Industry Setting: Automotive industry Company Size: large Subjects: Advertising campaigns; Advertising strategy; Automobiles; Consumer marketing; New product marketing Length: 18p Supplementary Materials: Supplement (Field), (591066), 14p, by Stephen A. Greyser, Robert J. Kopp 591066 Title: Volkswagen of America: Audi 5000 (B) Author(s): Greyser, Stephen A.; Kopp,
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Robert J. Publication Date: 01/22/1991 Product Type: Supplement (Field) Abstract: Six months after the launch in the United States of Audi 5000, Audi marketing executives and their advertising agency must appraise the introductory advertising for the car. Three alternative campaigns to replace the current one are under consideration. Must be used with: (591065) Volkswagen of America: Audi 5000 (A). Industry Setting: Automotive industry Subjects: Advertising campaigns; Advertising strategy; Automobiles; Consumer marketing; New product marketing Length: 14p 593024 Title: Volvo and the Monster Mash Author(s): Greyser, Stephen A.; Langford, Nancy Publication Date: 09/28/1992 Revision Date: 09/30/1993 Product Type: Case (Library) Abstract: In 1990, Volvo and its advertising agency filmed a commercial to illustrate the car's primary selling feature: safety. Safety had been the foundation stone of the brand's U.S. positioning for many years. The result was unexpected and damaging, arising from a contrived demonstration. Volvo, embarrassed, fired the agency. The following year a new commercial, comparing Volvo's safety with that of mini-vans, became controversial. Illustrates how brand equity can be compromised and eroded. Geographic Setting: United States Industry Setting: Automotive industry Company Size: large Subjects: Advertising campaigns; Automobiles; Consumer marketing; Ethics; Product positioning Length: 3p HKU734 Title: WE Marketing Group: Building a Global Marketing and Communication Company in China Author(s): Farhoomand, Ali; Hung, Kineta; Loo, Grace Publication Date: 09/25/2007 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: In 2005, a group of Hong Kong and mainland China-based executives from leading global advertising and marketing firms decided the Chinese advertising industry was ripe for a new model So in October that year, they quit their jobs to start the WE Marketing Group. WE was the first to offer a combination of deep local understanding and expertise in international brand management. Based
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on these strengths, the company boomed. They were offered more business than they could handle, and at their first anniversary had managed to land numerous big accounts. At the same time, the executives were looking at the future. They were well aware that a number of social trends were poised to change the face of the industry]. Faced with limited resources, WE executives had to make a choice. Should the firm continue to grow from its strengths and bolster its position in the more traditional advertising and marketing space? Or should they sail into unchartered waters by entering into new fields? Geographic Setting: China Industry Setting: Media; Telecommunications industry Subjects: NO SUBJECTS(KEYWORDS) Length: 13p Year New: 2008 503S50 Title: WESCO Distribution, Inc., Spanish Version Author(s): Narayandas, Das Publication Date: 11/10/1997 Revision Date: 02/09/1998 Product Type: LACC Case Abstract: In 1996, WESCO, a national distributor of electrical equipment and supplies, charted out a growth of 6 to 8 percent in sales, and 12 to 16 percent in profitability over the next five years. The centerpiece of this growth strategy is the National Accounts (NA) program that WESCO has developed to serve its major industrial customers in response to recent changes that they made to their business processes. However, as of June 1997, the NA program has not delivered the expected results. WESCO now needs to isolate the root cause of the NA program shortfall and implement changes that will put this program back on track. It needs to decide whether to continue to be proactive in initiating, building, and maintaining national accounts, or to be passive and offer the NA program only after customers have shown a legitimate interest. Geographic Setting: United States Industry Setting: Electric power Number of Employees: 500 Gross Revenues: $3 billion revenues Subjects: Customer relations; Distribution channels; Electric industries; Marketing strategy; Suppliers Length: 30p 598021 Title: WESCO Distribution, Inc. Author(s): Narayandas, Das Publication Date: 11/10/1997 Revision Date: 02/09/1998 Product Type: Case (Field) Abstract: In 1996, WESCO, a national distributor of electrical equipment and supplies, charted out a growth of 6 to 8 percent in sales, and 12 to 16 percent in profitability over the next five years. The centerpiece of this growth strategy is the National Accounts (NA) program that WESCO has developed to serve its major industrial customers in response to recent changes that they made to their business processes. However, as of June 1997, the NA program has not delivered the expected results. WESCO now needs to isolate the root cause of the NA program shortfall and implement changes that will put this program back on track. It needs to decide whether to continue to be proactive in initiating, building, and maintaining national accounts, or to be passive and offer the NA program only after customers have shown a legitimate interest. Geographic Setting: United States Industry Setting: Electric power Number of Employees: 500 Gross Revenues: $3 billion revenues Subjects: Customer relations; Distribution channels; Electric industries; Marketing strategy; Suppliers Length: 28p Supplementary Materials: Teaching Note, (598093), 21p, by Das Narayandas BAB019 Title: WFNX-107.7 FM and Boston's Radio Wars Author(s): Kopp, Robert J.; Mindich, Bradley M. Publication Date: 09/15/1999 Product Type: Case (Field) Publisher: Babson College Abstract: WFNX, a small radio station, is growing and making waves. Larger competitors have counterattacked and cut into WFNX's audience. How should it respond? Which option should it choose? Geographic Setting: United States Industry Setting: Radio Number of Employees: 50 Gross Revenues: $6 million revenues Subjects: Broadcasting industry; Competition; Market positioning; Marketing management; Strategic market planning; Strategy implementation Length: 28p Supplementary Materials: Teaching Note, (BAB519), 25p, by Robert J. Kopp, Bradley M. Mindich 513159 Title: WTS-Pharmacraft: Fresh Deodorant Author(s): Salmon, Walter J.; Swift SPI Publication Date: 06/01/1967 Revision Date: 01/01/1968
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Product Type: Case (Field) Abstract: Whether to market a new aerosol spray deodorant product, and if so, how? Geographic Setting: New York, NY Industry Setting: Deodorant; Pharmaceutical industry Gross Revenues: $140 million deodorant sales Event Year Start: 1965 Event Year End: 1965 Subjects: Advertising; Consumer goods; Distribution channels; Marketing strategy; Pricing; Product introduction Length: 33p 503113 Title: WWF Author(s): Quelch, John A.; Laidler, Nathalie Publication Date: 06/30/2003 Revision Date: 07/15/2004 Product Type: Case (Field) Abstract: WWF is the best known environmental organization in the world. This case explores the issues WWF currently faces and reviews the organization's partnerships with the private sector. The protagonist, Paul Steele, WWF's COO, must decide which of three potential private corporation partnerships best serves WWF's interests. Geographic Setting: Global Number of Employees: 3,800 Gross Revenues: $280 million revenues Subjects: Decision making; Nonprofit organizations; Partnerships Length: 26p Supplementary Materials: Teaching Note, (505017), 9p, by John A. Quelch NEW 503034 Title: Wal-Mart Neighborhood Markets Author(s): Bell, David E.; Li, Iris T.; Feiner, Jeffrey M. Publication Date: 10/04/2002 Revision Date: 11/22/2003 Product Type: Case (Field) Abstract: Wal-Mart has been growing at 15% per year for the last 10 years. Can it keep growing at that rate for the next 10 years? CEO Lee Scott reflects on his strategy for achieving such growth, relying on a combination of supercenters, neighborhood markets, and international interest. Geographic Setting: United States Industry Setting: Retail industry Gross Revenues: $220 billion revenues Subjects: Brands; Growth strategy; Market analysis; Retailing Length: 27p Supplementary Materials: Teaching Note, (503056), 5p, by David E. Bell
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NEW 904A26 Title: Walt Disney Internet Group Japan's Dimo Project Author(s): Sugai, Philip Publication Date: 11/16/2004 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The Walt Disney Internet Group (WDIG) Japan has recently launched an entirely new set of interactive mobile character/agents for the NTT DoCoMo iMode platform, called Dimo. Having built Japan's most successful mobile entertainment business using traditional Disneybranded characters and related content, these Dimo characters have been designed to go well beyond entertainment and become valuable guides, assistants, and friends for users of the continuously evolving mobile Internet and the increasingly complex tasks enabled by this platform. Although the WDIG Japan team feels strongly that these types of character/agents will be the future of human-device interactions, subscription figures six months after Dimo's launch suggest that Japan's mobile consumers may not share this belief. Geographic Setting: Japan Industry Setting: Internet & online services industries Event Year Start: 2004 Event Year End: 2004 Subjects: Brand management; Competitive advantage; Consumer behavior; Internet Length: 28p Supplementary Materials: Teaching Note, (804A26), 8p, by Philip Sugai Year New: 2005 585046 Title: Wang Laboratories, Inc. Author(s): Moriarty, Rowland T., Jr.; Furey, Tim R. Publication Date: 01/11/1985 Revision Date: 09/11/1987 Product Type: Case (Field) Abstract: Wang Laboratories is considering using dealers and other indirect channels to market its new PC. Traditionally it has relied on its 1,000 person salesforce to market its products directly. The vice president of marketing must decide what new channels to use, how many, and how to minimize conflict between the direct and indirect channels. Geographic Setting: Massachusetts Industry Setting: Computer services industries Company Size: Fortune 500 Gross Revenues: $1 billion sales Subjects: Computer industry; Data processing; Distribution channels; Industrial markets Length: 25p Supplementary Materials: Teaching Note, (588033), 46p, by Rowland T. Moriarty Jr., Ursula H. Moran HKU759 Title: Wang's Fortune Tea from China: Competing for a New Arena of the Beverage Market (A) Author(s): Gao, Gerald Yong; Lu, Jiangyong; Fung, Hung Gay; Suen, Linda Publication Date: 06/06/2008 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: Wang's Fortune Tea, marketed as Wanglaoji in mainland China and considered to be the founder of Chinese herbal tea, grew from a strong regional brand in China with limited national market penetration to becoming China's top soft drink giant with 90% market share of the country's herbal tea industry. This case explores how Wang's Fortune Tea became China's top selling herbal tea brand. The case asks students to analyze the company's growth strategies and to consider if it can continue to sustain its competitive advantage while facing intense competition from domestic and international companies. Geographic Setting: China Industry Setting: Beverage industry; Traditional Chinese medicine Subjects: NO SUBJECTS(KEYWORDS) Length: 28p Supplementary Materials: Supplement (Field), (HKU761), 17p, by Gerald Yong Gao, Jiangyong Lu, Hung Gay Fung, Linda Suen; Teaching Note, (HKU760), 10p, by Gerald Yong Gao, Jiangyong Lu, Hung Gay Fung, Linda Suen HKU761 Title: Wang's Fortune Tea from China: Competing for a New Arena of the Beverage Market (B) Author(s): Gao, Gerald Yong; Lu, Jiangyong; Fung, Hung Gay; Suen, Linda Publication Date: 06/10/2008 Product Type: Supplement (Field) Publisher: University of Hong Kong Abstract: Supplement to HKU759. Must be used with: (HKU759) Wang's Fortune Tea from China: Competing for a New Arena of the Beverage Market (A). Subjects: NO SUBJECTS(KEYWORDS) Length: 17p Supplementary Materials: Teaching Note, (HKU760), 10p, by Gerald Yong
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Gao, Jiangyong Lu, Hung Gay Fung, Linda Suen 581160 Title: Wards Co., Inc. Author(s): Salmon, Walter J.; CannonBonventre, Kristina Publication Date: 06/05/1981 Revision Date: 11/08/1993 Product Type: Case (Field) Abstract: A retailer of major appliances, audio and video equipment, and other consumer electronics markets these products from a warehouse showroom. Deals with issues of expansion into sunbelt cities of different sizes, and the market potential therein. Geographic Setting: Virginia; North Carolina; Alabama Industry Setting: Retail industry Gross Revenues: $132 million sales Subjects: Consumer goods; Expansion; Location of industry; Non-store retailing; Retailing; Strategic planning Length: 32p Supplementary Materials: Teaching Note, (592036), 7p, by Walter J. Salmon, David Wylie 593008 Title: Warner-Lambert Ireland: Niconil Author(s): Quelch, John A.; Smith, Susan P. Publication Date: 01/18/1993 Revision Date: 11/05/1993 Product Type: Case (Field) Abstract: The marketing director of Warner-Lambert's Irish subsidiary is completing the marketing plan for the launch of Niconil, a transdermal skin patch to facilitate smoking cessation. Geographic Setting: Ireland Industry Setting: Pharmaceutical industry Gross Revenues: $50 million revenues Subjects: Marketing planning; New product marketing; Pharmaceuticals; Pricing; Product lines Length: 15p Supplementary Materials: Teaching Note, (594062), 11p, by John A. Quelch 580008 Title: Warner-Lambert Japan Ltd.: Schick Products Division Author(s): Wiechmann, Ulrich E. Publication Date: 08/01/1979 Revision Date: 02/01/1981 Product Type: Case (Field) Abstract: Management has to make a set of complex decisions about the marketing plan for the coming year. Competitive analysis plays an important part in this process. In addition, allows a comparison of the foreign market entry strategies of three multinational competitors. Geographic Setting: Japan
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Industry Setting: Personal care products Company Size: large Subjects: Competition; Consumer goods; International business; International marketing; Japan; Market entry; Marketing strategy Length: 39p 574039 Title: Warwick Co. Author(s): Corey, E. Raymond Publication Date: 11/15/1973 Product Type: Case (Field) Abstract: Involves timing the introduction of a new type of electronic circuit capacitor. Industry Setting: Electronic components Subjects: Electronics; New product marketing; Product design; Product planning & policy Length: 5p 586010 Title: Waters Chromatography Division: Chemical Products Author(s): Bonoma, Thomas V.; Spence, Shirley M. Publication Date: 07/17/1985 Revision Date: 08/01/1987 Product Type: Case (Field) Abstract: The Division was world leader in high performance liquid chromatography (HPLC), a technique for analyzing and purifying fluids in a variety of customer applications. Waters developed, manufactured, and marketed a family of instrument systems and a full line of chemical products needed for HPLC. Late in 1984, divisional president Bill Shippey is pleased with Waters' projected 1984 sales of $142 million but concerned that chemical products' sales growth continues to lag instrument gains. Shippey must develop a plan, budget, and organization to produce the desired chemical products results. Provides background in HPLC technology and industry dynamics; an overview of Waters' product, customers, and marketing organization; and a close look at its chemical products business. Objective is to devise a businessbuilding plan for a product traditionally not perceived as a management priority. Geographic Setting: Massachusetts Company Size: mid-size Gross Revenues: $142 million sales Subjects: Budgeting; High technology products; Marketing implementation; Marketing organization; Marketing planning; Product management Length: 15p Supplementary Materials: Teaching Note, (589081), 19p, by Thomas V. Bonoma 586011 Title: Waters Chromatography Division: U.S. Field Sales (A) Author(s): Bonoma, Thomas V.; Spence, Shirley M. Publication Date: 08/19/1985 Revision Date: 12/04/1987 Product Type: Case (Field) Abstract: Provides background information on the high performance liquid chromatography (HPLC) industry and the Waters Chromatography Division, an operation engaged in the development, manufacture and sale of HPLC instrument systems and chemical products. An overview of Waters' marketing effort in general and sales/service operations in particular provides a lead-in to the focus of the case: a diary-style account of a day in the field with Ray Burnett, a Waters field sales representative. Includes information on Ray's background and his current supervisor, a general description of Ray's job responsibilities, and a detailed account of one day's customer calls. Written for use in the communication section of the first year marketing course taught at HBS. The primary teaching objective is to show how one company executes the selling function. Geographic Setting: United States Company Size: mid-size Gross Revenues: $142 million sales Subjects: High technology products; Marketing implementation; Sales management Length: 18p Supplementary Materials: Supplement (Field), (586012), 2p, by Thomas V. Bonoma, Shirley M. Spence; Teaching Note, (588029), 17p, by Thomas V. Bonoma 586012 Title: Waters Chromatography Division: U.S. Field Sales (B) Author(s): Bonoma, Thomas V.; Spence, Shirley M. Publication Date: 08/19/1985 Revision Date: 08/01/1987 Product Type: Supplement (Field) Abstract: Presents a sequel to the (A) case, which features a diary-style account of "a day in the field" with Ray Burnett, a field sales representative for Waters Chromatography Division. Must be used with: (586011) Waters Chromatography Division: U.S. Field Sales (A). Subjects: High technology products; Marketing implementation; Sales management Length: 2p Supplementary Materials: Teaching Note, (588029), 17p, by Thomas V.
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589051 Title: Watt Group: Consumer Product and Retailing Doctors (A) Author(s): Goldberg, Ray A.; Hance, Chip Publication Date: 09/28/1988 Revision Date: 11/29/1988 Product Type: Case (Field) Abstract: The Watt Group is a design firm for consumer products packaging and supermarket layout and design. The purpose of the case is to illustrate the power of "image" in food marketing and to show the changing dynamics between consumer product manufacturers, food retailers, and the consumer. Geographic Setting: Canada; New York Industry Setting: Consumer products; Supermarkets Subjects: Agribusiness; Brands; Canada; Consumer goods; Packaging; Supermarkets Length: 16p Supplementary Materials: Supplement (Field), (589052), 13p, by Ray A. Goldberg, Chip Hance; Supplement (Field), (589053), 4p, by Ray A. Goldberg, Chip Hance 589052 Title: Watt Group: Consumer Product and Retailing Doctors (B) Author(s): Goldberg, Ray A.; Hance, Chip Publication Date: 09/28/1988 Revision Date: 11/29/1988 Product Type: Supplement (Field) Abstract: Continuation of Watt Group: Consumer Product and Retailing Doctors (A). Must be used with: (589051) Watt Group: Consumer Product and Retailing Doctors (A). Geographic Setting: Canada Industry Setting: Agribusiness; Consumer products; Supermarkets Subjects: Agribusiness; Brands; Canada; Consumer goods; Packaging; Supermarkets Length: 13p 589053 Title: Watt Group: Consumer Product and Retailing Doctors (C) Author(s): Goldberg, Ray A.; Hance, Chip Publication Date: 09/28/1988 Product Type: Supplement (Field) Abstract: Continuation of Watt Group: Consumer Product and Retailing Doctors (B). Must be used with: (589051) Watt Group: Consumer Product and Retailing Doctors (A). Geographic Setting: Canada Industry Setting: Agribusiness; Consumer products; Supermarkets
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Subjects: Agribusiness; Brands; Canada; Consumer goods; Packaging; Supermarkets Length: 4p 99209Z Title: Web Site Blues (Commentary for HBR Case Study) Author(s): Maruca, Regina Fazio; Siegel, David; Carpenter, Candice; Ticoll, David; Rayport, Jeffrey F. Publication Date: 03/01/1999 Product Type: Harvard Business Review Article Abstract: So far, Rachel Soltanoff's instincts had been right. As CEO in this fictional case study, she had successfully navigated TradeRite Software's transition from a news service for stockbrokers to a $70 million provider of shrink-wrapped software geared toward both brokers and the growing day-trader market. Now a well-financed start-up, Stocknet.com, was testing a very competitive product that traders could download directly over the Web. And TradeRite's Web site was nothing more than a collection of elaborate marketing brochures. Rachel knew she needed to start selling over the Web. But the e-commerce consultants she had hired to set up her Web store were behind schedule, and their 21-year-old CEO had just resigned. Her product manager, Lisa Bandini, was working overtime to transform TradeRite's entire product line into Web-aware applications to match Stocknet's, and Rachel had $2.5 million to launch them. But the consultants said it would take $5 million just to rent e-commerce capabilities. Ace sales VP Brian Rockart thought the company had already wasted too much time and money--money from his budget--on its Web site. Marketing VP Rob Collins thought TradeRite should focus on its core stockbroker customers. Chief Technical Officer Joe Martinez doesn't want to go ahead without a pilot project. Should Rachel try to convince Brian, Rob, and the rest of the senior management team that e-commerce is the way to go? May be used with: (99209X) Web Site Blues (HBR Case Study). Subjects: NO SUBJECTS(KEYWORDS) Length: 8p Year New: 2005 99209 Title: Web Site Blues (HBR Case Study and Commentary) Author(s): Maruca, Regina Fazio; Siegel, David; Carpenter, Candice; Ticoll, David; Rayport, Jeffrey F. Publication Date: 03/01/1999 Product Type: Harvard Business Review Article Abstract: So far, Rachel Soltanoff's instincts had been right. As CEO in this fictional case study, she had successfully navigated TradeRite Software's transition from a news service for stockbrokers to a $70 million provider of shrink-wrapped software geared toward both brokers and the growing day-trader market. Now a well-financed start-up, Stocknet.com, was testing a very competitive product that traders could download directly over the Web. And TradeRite's Web site was nothing more than a collection of elaborate marketing brochures. Rachel knew she needed to start selling over the Web. But the e-commerce consultants she had hired to set up her Web store were behind schedule, and their 21-year-old CEO had just resigned. Her product manager, Lisa Bandini, was working overtime to transform TradeRite's entire product line into Web-aware applications to match Stocknet's, and Rachel had $2.5 million to launch them. But the consultants said it would take $5 million just to rent e-commerce capabilities. Ace sales VP Brian Rockart thought the company had already wasted too much time and money--money from his budget--on its Web site. Marketing VP Rob Collins thought TradeRite should focus on its core stockbroker customers. Chief Technical Officer Joe Martinez doesn't want to go ahead without a pilot project. Should Rachel try to convince Brian, Rob, and the rest of the senior management team that e-commerce is the way to go? Four commentators offer advice. Subjects: Competition; Electronic commerce; HBR Case Discussions; Marketing implementation; Marketing management; Marketing strategy; World Wide Web Length: 8p 99209X Title: Web Site Blues (HBR Case Study) Author(s): Maruca, Regina Fazio Publication Date: 03/01/1999 Product Type: Harvard Business Review Article Abstract: So far, Rachel Soltanoff's instincts had been right. As CEO in this fictional case study, she had successfully navigated TradeRite Software's transition from a news service for stockbrokers to a $70 million provider of shrink-wrapped software geared toward both brokers and the growing day-trader market. Now a well-financed start-up, Stocknet.com, was testing a very competitive product that traders could download directly over the Web. And TradeRite's Web site was nothing more than a collection of elaborate
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marketing brochures. Rachel knew she needed to start selling over the Web. But the e-commerce consultants she had hired to set up her Web store were behind schedule, and their 21-year-old CEO had just resigned. Her product manager, Lisa Bandini, was working overtime to transform TradeRite's entire product line into Web-aware applications to match Stocknet's, and Rachel had $2.5 million to launch them. But the consultants said it would take $5 million just to rent e-commerce capabilities. Ace sales VP Brian Rockart thought the company had already wasted too much time and money--money from his budget--on its Web site. Marketing VP Rob Collins thought TradeRite should focus on its core stockbroker customers. Chief Technical Officer Joe Martinez doesn't want to go ahead without a pilot project. Should Rachel try to convince Brian, Rob, and the rest of the senior management team that e-commerce is the way to go? May be used with: (99209Z) Web Site Blues (Commentary for HBR Case Study). Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2005 500052 Title: Webvan: Groceries on the Internet Author(s): Deighton, John; Bakshi, Kayla Publication Date: 11/17/1999 Revision Date: 03/25/2003 Product Type: Case (Library) Abstract: What are the prospects for grocery shopping on the Web? This case invites a comparison of seven business models, with particular emphasis on Webvan. Why does the investment community value Webvan at $7.8 billion after less than six months of operating experience, and Peapod, which has had seven years to learn the ropes, at $200 million? Explores online consumershopping behavior, the economics of online and offline grocery distribution, and the challenges of uniting a pure information business with a mundane package delivery service. Geographic Setting: United States Industry Setting: Grocery stores Number of Employees: 800 Gross Revenues: $5 million revenues Subjects: Consumer marketing; Distribution; Electronic commerce; Internet; Service management; Supply chain Length: 17p Supplementary Materials: Teaching Note, (503049), 6p, by John Deighton BESTSELLER
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599057 Title: Wegmans Food Markets: Diabetes Counseling Author(s): Goldberg, Ray A.; Bell, David E.; Leamon, Ann Publication Date: 11/06/1998 Product Type: Case (Field) Abstract: Danny Wegman, president of Wegmans Food Markets, is trying to decide how to evaluate the success of a nutrition-counseling program for diabetics, and whether and how to expand the program beyond the two stores currently involved. Wegmans, with 57 stores and $2.3 billion in revenues, implemented the program in conjunction with a local hospital and a disease-management company. Initially intended to stem the erosion of pharmacy margins due to managed care plans, the program filled a genuine social need--diabetes can be inexpensively controlled through diet if caught early. In addition to discussing how the program has been established, the case presents financials for the supermarket industry and Wegmans' competitors. The new role of supermarkets in addressing disease, health, and preventive medical needs is also presented. May be used with: (599079) Note on the Drugstore Industry. Geographic Setting: Syracuse, NY Industry Setting: Grocery stores Number of Employees: 25,000 Gross Revenues: $2.3 billion revenues Subjects: Food; Health; Marketing management; Retailing Length: 15p Supplementary Materials: Teaching Note, (599100), 3p, by David E. Bell; Case Video, (599501), 4 min, by Wegmans 599501 Title: Wegmans Food Markets: Lehigh Valley Grand Opening, Video Author(s): Wegmans Publication Date: 06/01/1999 Product Type: Case Video Abstract: Presents visual background of Wegmans grocery store. Gives viewers a sense of how Wegmans presents itself. Must be used with: (599057) Wegmans Food Markets: Diabetes Counseling. Industry Setting: Food industry; Retail industry Subjects: Food; Health; Marketing management; Retailing Length: 4 min List Price: $150.00 594082 Title: Wegmans and the Produce Revolution Author(s): Goldberg, Ray A. Publication Date: 12/16/1993 Revision Date: 02/09/1994 Product Type: Case (Field) Abstract: Wegmans is considered the "best" food retailer in the United States by Fortune Magazine. The produce department has been a key distinguishing feature of the store. The changes in the U.S. and global produce industry are forcing Wegmans to rethink its role in the industry. Teaching Purpose: The produce industry is an excellent example of the revolution occurring in the food industry. Enables students to evaluate changes in the produce industry. Geographic Setting: United States Industry Setting: Retail industry Company Size: large Gross Revenues: $1.75 billion revenues Subjects: Supermarkets Length: 38p 500010 Title: Weight Watchers Mexico Author(s): Arnold, David J.; Hart, Myra M.; Harmeling, Susan S. Publication Date: 10/01/1999 Revision Date: 01/25/2000 Product Type: Case (Field) Abstract: Weight Watchers must decide how to react to the Mexican financial crisis. Options include exiting, reducing investment, or continuing previous operations. Geographic Setting: Mexico Industry Setting: Weight loss Number of Employees: 20,000 Gross Revenues: $5 million revenues Subjects: Franchising; International marketing; Mexico; Services Length: 23p R0110K Title: Welcome to the New World of Merchandising Author(s): Friend, Scott C.; Walker, Patricia Publication Date: 11/01/2001 Product Type: Harvard Business Review Article Abstract: Retailing is and always has been an inefficient business. Retailers, particularly those that operate large chains, have to predict the desires of fickle consumers, buy and allocate complex sets of merchandise, set the right prices, and offer the right promotions for each individual item. Inevitably, there are gaps between supply and demand, leaving stores holding too much of what customers don't want and too little of what they do. Now, however, a new set of software tools promises to revolutionize the entire merchandising chain. These merchandising optimization systems, as
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they're called, determine the right quantity, allocation, and price of items to maximize retailers' returns. By applying sophisticated data processing techniques to existing inventory and sales data, they accurately model future patterns of supply and demand at the item and store level. In other words, they turn the art of merchandising into a science. Early users of the new software, such as Gymboree and J.C. Penney, are already reporting promising gains in gross margins in the range of 5% to 10%. Retailers are also seeing significant increases in efficiency: At one chain, for instance, planners' productivity rose 20%. Equally important, retailers are showing improvements in customer satisfaction, as shoppers become more likely to find desired merchandise in stock at fair prices. This article provides retailers with a guide to merchandising optimization systems, explaining how they work and how they change processes at each step of the merchandising chain. Industry Setting: Merchandising; Retail industry Subjects: Marketing strategy; Merchandising; Retailing; Software Length: 7p 513150 Title: Westinghouse Electric Corp. Author(s): Sultan, Ralph G.M.; Moseley GB Publication Date: 09/09/1969 Revision Date: 10/24/1979 Product Type: Case (Field) Abstract: Personal selling of industrial products to industrial customers. Geographic Setting: Cincinnati, OH Industry Setting: Electronic components Event Year Start: 1966 Event Year End: 1966 Subjects: Electronics; Industrial markets; Marketing strategy; Personal selling; Sales management Length: 38p 587160 Title: Westinghouse Electric Corp. (A) Author(s): Cespedes, Frank V. Publication Date: 05/13/1987 Revision Date: 11/01/1994 Product Type: Case (Field) Abstract: In early 1986, the distribution manager of Westinghouse's Industries Group (various electrical and electronics product divisions) was reviewing distribution policies. His major concern was whether the traditional strengths of Westinghouse Electric Supply Corp. (WESCO), Westinghouse's captive distributor and the major channel for many Industries Group product divisions, fit the short- and long-term objectives of
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Industries' business units. He had also been asked to offer an evaluation of the role and value of WESCO within the corporation's business portfolio. The case reviews the history and performance of WESCO as well as issues involved in managing relations among the captive distributor, the product division. and outside independent distributors also used by the product divisions. May be used with Westinghouse Electric Corp. (B): Control House. Geographic Setting: United States Industry Setting: Electronics industry Company Size: Fortune 500 Gross Revenues: $10 billion revenues Subjects: Distribution planning; Electric industries; Marketing implementation; Marketing organization; Sales organization; Sales strategy Length: 19p Supplementary Materials: Teaching Note, (589012), 26p, by Frank V. Cespedes 587161 Title: Westinghouse Electric Corp. (B): Control House Author(s): Cespedes, Frank V. Publication Date: 05/13/1987 Revision Date: 05/31/1989 Product Type: Case (Field) Abstract: In 1984, the distribution manager for Westinghouse's Industries Group was reviewing a distribution program for programmable controllers (PCs) and certain other industrial control products manufactured by Westinghouse. Under the new program, the distribution manager would probably be forced to choose between WESCO (Westinghouse's captive distributor) and independent distributors as the channel for PC products in a given market area. May be used with Westinghouse Electric Corp. (A). Geographic Setting: United States Industry Setting: Electronics industry Company Size: Fortune 500 Gross Revenues: $10 billion revenues Subjects: Distribution planning; Electric industries; Marketing implementation; Marketing organization; Sales organization; Sales strategy Length: 13p Supplementary Materials: Teaching Note, (589012), 26p, by Frank V. Cespedes 599018 Title: Westport: Spearheading Malaysia's Economic Challenge (A) Author(s): Rangan, V. Kasturi; Machfoedy, Ambar Publication Date: 07/13/1998 Revision Date: 02/19/1999 Product Type: Case (Field) Abstract: Describes the port privatization efforts in Malaysia and the rationale behind it. The newly privatized Westport, a container port, faced formidable challenges from the neighboring Port of Singapore Authority (PSA), which at 10.8 TEU capacity in 1995 was the second largest in the world and much larger than Westport. The management of Westport had to devise a profitable strategy. Teaching Purpose: To discuss the marketing and management challenges of a large infrastructure project. May be used with: (599019) Westport: Spearheading Malaysia's Economic Challenge (B). Geographic Setting: Malaysia Industry Setting: Shipping industry Subjects: Competition; International marketing; Privatization; Southeast Asia; Transportation Length: 24p 599019 Title: Westport: Spearheading Malaysia's Economic Challenge (B) Author(s): Rangan, V. Kasturi; Machfoedy, Ambar Publication Date: 07/13/1998 Product Type: Case (Field) Abstract: Describes the initial teething troubles faced by Westport as it attempts to attract shipping lines to call on its newly developed container port (especially cargo bound for Malaysia). Teaching Purpose: To highlight elements of competitive reactions. May be used with: (599018) Westport: Spearheading Malaysia's Economic Challenge (A). Geographic Setting: Malaysia Industry Setting: Shipping industry Subjects: Competition; International marketing; Privatization; Southeast Asia; Transportation Length: 5p SMR151 Title: What Are Brands Good For? Author(s): Dawar, Niraj Publication Date: 10/01/2004 Product Type: SMR Article Abstract: Brands are an indispensable part of modern business. That is true in large measure because of a brand's remarkable efficiency in "aggregating" consumers--reaching large numbers of people with a promise to deliver a clearly stated benefit that sets it apart from competitors. But the information revolution is undermining the logic of aggregation, the very source of brand power. In fact, it is becoming evident that in an information-rich environment, consumer disaggregation is vastly more efficient and profitable than aggregation. Using customized publications, e-mail, direct mail, Web sites, and call centers
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that are based on a common platform of consumer information, companies are demonstrating that they can effectively and efficiently drive consumer behavior through two-way communications. Common underlying databases ensure that each interaction is personalized, regardless of the channel through which it occurs. And each interaction with the consumer builds the consumer database further, making future interactions even richer. The implications of the information revolution for the role of brands in business are far-reaching. Many of the strategic and tactical tasks entrusted to brands can now be performed better, less expensively, and more profitably at the level of consumer segments. And companies' brand-centric structures are not suited to marketing initiatives that are based on reaching segments or individuals. Given this changed environment, the author calls on companies to rethink three core areas of brand management: the consumer relationship, the channel relationship, and the organization of brand management. He draws on detailed examples involving Kraft, Procter & Gamble, and Tesco. Subjects: Brand management; Consumer behavior; Corporate strategy; Information technology; Marketing strategy Length: 9p Year New: 2004 F0604G Title: What B2B Customers Really Expect Author(s): Kreindler, Philip; Rajguru, Gopal Publication Date: 04/01/2006 Product Type: Harvard Business Review Article Abstract: Companies aggressively research what customers want. Yet most vendors just don't understand what customers expect of their salespeople. Industry Setting: Financial industry; Pharmaceutical industry; Software industry; Telecommunications industry Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2006 R0303B Title: What Becomes an Icon Most? Author(s): Holt, Douglas B. Publication Date: 03/01/2003 Product Type: Harvard Business Review Article Abstract: Some brands become icons. Think of Nike, Apple, Harley-Davidson. But they are not built according to the principles of conventional marketing, says Harvard Business School
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marketing professor Douglas Holt. Iconic brands beat the competition not just by delivering innovative benefits, services, or technologies, but by forging a deep connection with the culture. A brand becomes an icon when it offers a compelling myth. In America, the most potent myths are depictions of rebels. Mountain Dew has long offered a rebel myth in ads showing exciting, vital men who are far from the ideological model of success. Loyal customers drink the beverage to consume the myth. But Mountain Dew's greatest achievement is that it has retained its iconic power by creating fresh rebel myths to suit the tensions of each era. Holt says marketers can learn from Mountain Dew and other iconic brands if they are willing to move beyond conventional brand management. They must learn to target national contradictions instead of just consumer segments, create myths that make sense of confusing societal changes, and speak with a rebel's voice. Subjects: Brand management; Brands; Marketing planning; Marketing strategy Length: 6p NEW 80305 Title: What Counts Most in Motivating Your Sales Force Author(s): Doyle, Stephen X.; Shapiro, Benson P. Publication Date: 05/01/1980 Product Type: Harvard Business Review Article Abstract: A study indicates four factors which individually and in combination greatly affect salesperson motivation: the nature of the task; the personality, particularly the strength of the salesperson's need for achievement; the type of compensation plan; and the quality of management. Why the four variables work together is unclear; they do, however, continually impact each other. Subjects: Incentives; Motivation; Sales compensation; Sales management; Transportation Length: 8p 99411 Title: What High-Tech Managers Need to Know About Brands Author(s): Ward, Scott; Light, Larry; Goldstine, Jonathan Publication Date: 07/01/1999 Product Type: Harvard Business Review Article Abstract: What makes for success in high-tech markets? Many managers believe it's offering products with the best performance at the lowest price. Yet most would also acknowledge that price and performance are just the ante to get into the game, that they don't make the difference between a successful high-tech venture and an unsuccessful one. One factor that can make the difference, the authors argue, is brand management. The problem is, most high-tech managers think of branding only as an advertising campaign or a slogan. Developing and maintaining a strong brand in the fullest sense requires much more--it's conceiving of a promise of value for customers and then ensuring that the promise is kept. The Gateway Computer brand, for example, is a promise of friendly service that's backed by efficient help lines and effective order and service fulfillment. Building a powerful brand requires fives steps. The first two steps involve determining the tangible characteristics of the offerings that carry the brand name and the benefits the customers accrue from those benefits. In the remaining steps, high-tech managers consider the psychological or emotional benefits of the products; what "value" means to a typical loyal customer; and what, ultimately, is the essential nature and character of the brand over time. Like the Apple brand--which has been consistently synonymous with easy-touse, reliable computers--and the IBM brand--which promises value built on its long tradition of superior service and support--a successful brand commands enduring premium profits that can help a high-tech company get off the priceperformance roller coaster. Industry Setting: Computer industry Subjects: Brands; Computer industry; Customer retention; High technology; Marketing management; Marketing strategy Length: 11p BESTSELLER UV0431 Title: What If ...? Author(s): Frey, Sherwood C. Publication Date: 10/30/1998 Product Type: Case (Field) Abstract: This note develops a variety of approaches to sensitivity analysis within the context of a promotional decision regarding a consumer product. Analyses include the development of optimistic/pessimistic scenarios, one-ata-time sensitivity analysis with a presentation in the format of a tornado diagram, and threshold (break-even) values. Subjects: NO SUBJECTS(KEYWORDS) Length: 7p Year New: 2007 502S23 Title: What Is Industrial Marketing?,
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Spanish Version Author(s): Rangan, V. Kasturi; Isaacson, Bruce Publication Date: 08/09/2002 Product Type: LACC Note Abstract: Discusses the key distinguishing aspects of industrial as compared to consumer marketing. These differences are highlighted for organizational as well as marketing mix aspects. Subjects: Industrial markets; Marketing mixes; Organizational structure Length: 14p 592012 Title: What Is Industrial Marketing? Author(s): Rangan, V. Kasturi; Isaacson, Bruce Publication Date: 08/07/1991 Revision Date: 09/23/1994 Product Type: Note Abstract: Discusses the key distinguishing aspects of industrial as compared to consumer marketing. These differences are highlighted for organizational as well as marketing mix aspects. Subjects: Industrial markets; Marketing mixes; Organizational structure Length: 13p 579087 Title: What Is Industrial Product Policy? Author(s): Shapiro, Benson P. Publication Date: 11/09/1978 Product Type: Note Abstract: Describes industrial product policy. Subjects: Industrial markets; Product planning & policy Length: 27p F0604D Title: What Is Luxury Without Variety? Author(s): Pedraza, Milton; Bonabeau, Eric Publication Date: 04/01/2006 Product Type: Harvard Business Review Article Abstract: Today's consumers crave variety. A new approach to providing luxury gives the superaffluent access to a range of big-ticket items. Industry Setting: Real estate Subjects: NO SUBJECTS(KEYWORDS) Length: 2p Year New: 2006 590007 Title: What Is Marketing? Author(s): Bonoma, Thomas V.; Kosnik, Thomas J. Publication Date: 07/12/1989 Product Type: Note Abstract: An introductory note for MBA
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students on the nature of marketing and topics encountered in its study. Defines the topic then breaks marketing into two major conceptual pieces--the tools, tasks and variables of the marketer, and the marketing process. In the tools piece, promotion (advertising and selling primarily), pricing, distribution, and product policy are considered. In the processes one, situation analysis, strategy formulation, planning, organizing, budgeting, marketing implementation, and marketing performance analysis are introduced. The intent is to give the beginning MBA student an overview of both the discipline and the major topics involved in its study. The organization proposed captures in large measure the design of the First Year Marketing course at the Harvard Business School as well as the organization of the book Marketing Management by the authors of this note. Subjects: Marketing management Length: 18p 4605 Title: What Is Marketing? (Paperback) Author(s): School Press, Harvard Business; Silk, Alvin J. Publication Date: 10/01/2006 Product Type: HBS Press Book Abstract: This book explores what marketing is and how an enterprise can differentiate itself from others in attracting and retaining customers. The book is organized according to the design of the first-year marketing course in the two-year MBA program at the Harvard Business School. Each chapter of the book is written by HBS faculty and used by MBA students in preparation for classroom participation. The book consists of three parts: the analysis of marketing opportunities, the formulation of marketing strategy, and the execution of that strategy. Subjects: NO SUBJECTS(KEYWORDS) Length: 224p List Price: $29.95 Year New: 2006 U0707C Title: What Is Your Company's Signature Experience? Author(s): Johnson, Lauren Keller Publication Date: 07/01/2007 Product Type: Harvard Management Update Article Abstract: Your company's signature experience is what you do especially well; it's the odd or unique process that makes your company stand out in people's minds. The benefits of identifying your signature experience extend beyond customers. This article presents ways to clarify and communicate your company's signature experience--to the benefit of customers as well as to job candidates, who can easily determine whether you offer the kind of environment that excites them and that will win their loyalty. Subjects: NO SUBJECTS(KEYWORDS) Length: 3p List Price: $4.50 Year New: 2007 R0811G Title: What Is a Free Customer Worth? Author(s): Gupta, Sunil; Mela, Carl F. Publication Date: 11/01/2008 Product Type: Harvard Business Review Article Abstract: Free customers who are subsidized by paying customers are essential to a vast array of businesses, such as media companies, employment services, and even IT providers. But because they generate revenue only indirectly, figuring out the true value of those customers--and how much attention to devote to them--has always been a challenge. Traditional customervaluation models don't help; they focus exclusively on paying customers and largely ignore network effects, or how customers help draw other customers to a business. Now a new model, devised by professors Gupta, of Harvard Business School, and Mela, of Fuqua School of Business, takes into account not only direct network effects (where buyers attract more buyers or sellers more sellers) but also indirect network effects (where buyers attract more sellers or vice versa). The model calculates the precise long-term impact of each additional free customer on a company's profits, factoring in the degree to which he or she brings in other customers--whether free or paying--and the ripple effect of those customers. The model helped an online auction house make several critical decisions. The business made its money on fees charged to sellers but recognized that its free customers--its buyers--were valuable, too. As competition heated up, the company worried that it wasn't wooing enough buyers. Using the model, the business discovered that the network effects of buyers were indeed large and that those customers were worth over $1,000 each--much more than had been assumed. Armed with that information, the firm increased its research on buyers, invested more in targeting them with ads, and improved their experience. The model also helped the company identify the effects of various pricing strategies on sellers, showing that they became less price-sensitive over time. As a result, the company raised the fees
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it charged them as well. Subjects: NO SUBJECTS(KEYWORDS) Length: 8 min
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4827BC Title: What Is an Iconic Brand? Author(s): Holt, Douglas B. Publication Date: 09/15/2004 Product Type: HBS Press Chapter Abstract: Consumers flock to brands that embody the ideals they admire, brands that help them express who they want be. The most successful of these brands become iconic brands. This chapter outlines several key axioms for building an iconic brand using a cultural branding model--a departure from conventional branding frameworks. Subjects: NO SUBJECTS(KEYWORDS) Length: 16p List Price: $6.95 Year New: 2007 75207 Title: What Makes Advertising Effective? Author(s): Krugman HE Publication Date: 03/01/1975 Product Type: Harvard Business Review Article Abstract: The ingredients of a successful ad are: information; rational stimulus which provokes the consumer to evaluate an ad; and emphasis, particularly important for less important products. Generally, first exposures catch consumers' attention. During second exposures, consumers recognize, and perhaps identify with, the product. However, all subsequent ads serve only as reminders of the product and also signify the beginning of withdrawal of the customer's attention. Researchers may determine the effective middle ground of advertising by ascertaining adequate, excessive, and optimal exposure levels. Industry Setting: Advertising industry Subjects: Advertising; Advertising campaigns; Consumer behavior Length: 8p 64411 Title: What Makes a Good Salesman Author(s): Mayer, David; Greenberg, Herbert M. Publication Date: 07/01/1964 Product Type: Harvard Business Review Article Abstract: The results of a seven-year study regarding the reasons for high turnover among sales agents and the qualities necessary to sell successfully, reveal flaws in industry's methods for selecting top salesmen. The two essential qualities of a good salesman are empathy and ego drive. Experience
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is less important than a person's basic inner abilities. The success of training programs depends on the success of the selection process. Subjects: Employee training; Personnel selection; Sales management Length: 7p R0607N Title: What Makes a Good Salesman (HBR Classic) Author(s): Mayer, David; Greenberg, Herbert M. Publication Date: 07/01/2006 Product Type: Harvard Business Review Article Abstract: Despite millions of dollars spent on combating the high turnover rate among insurance agents, the rate-approximately 50% within the first year and 80% within the first three years--had remained steady for the more than 35 years preceding the publication of David Mayer and Herbert M. Greenberg's 1964 article. The authors devoted seven years of research to studying the problem of the ineffectiveness of large numbers of salespeople. They discovered flaws in the established methods of selection and revealed the two basic qualities that any good salesperson must have: empathy and ego drive. Empathy, in this context, is the central ability to feel as other people do to sell them a product or service; a buyer who senses a salesperson's empathy will provide him with valuable feedback, which will in turn facilitate the sale. The authors define the second of the two qualities, ego drive, as the personal desire and need to make the sale--not because of the money to be gained but because the salesperson feels he has to. For sales reps with strong ego drives, every sale is a conquest that dramatically improves their self-perception. In the dynamic relationship between empathy and ego drive, each must work to reinforce the other. Why did the executives that Mayer and Greenberg studied continue to hire salespeople who did not have the ability to perform well? The companies were hindered in the preselection process by flaws in the prevailing forms of aptitude testing. Test takers could easily give answers they knew the test givers wanted to hear, in part because the tests sought to identify particular psychological traits rather than the personality type most capable of selling. Industry Setting: Automotive industry; Insurance industry; Mutual fund Subjects: NO SUBJECTS(KEYWORDS) Length: 10p Year New: 2006 SMR298 Title: What People Want (and How to Predict It) Author(s): Davenport, Thomas H.; Harris, Jeanne G. Publication Date: 01/01/2009 Product Type: Case (Field) Abstract: Historically, neither the creators nor the distributors of cultural products such as books or movies have used analytics--data, statistics, predictive modeling--to determine the likely success of their offerings. Instead, companies relied on the brilliance of tastemakers to predict and shape what people would buy. Creative judgment and expertise will always play a vital role in the creation, shaping and marketing of cultural products. But the balance between art and science is shifting. Today companies have unprecedented access to data and sophisticated technology that allows even the bestknown experts to weigh factors and consider evidence that was unobtainable just a few years ago. And with increased cost and risk associated with the creation of cultural products, it has never been more important to get these decisions right. In this article, the authors describe the results of a study of prediction and recommendation efforts for a variety of cultural products. They discuss different approaches used to make predictions, the contexts in which these predictions are applied and the barriers to more extensive use, including the problem of decision making precreation. They then discuss two aspects of the prediction market. First, the need for better prediction for distributors of cultural products, and second, the potential for business models around prediction techniques. Subjects: NO SUBJECTS(KEYWORDS) Length: 11p R0610Z Title: What Serves the Customer Best? (Commentary for HBR Case Study) Author(s): Nunes, Paul F.; Driggs, Woodruff W.; Herman, David; Rayport, Jeffrey F.; Dull, Stephen; Scafido, Joe Publication Date: 10/01/2006 Product Type: Harvard Business Review Article Abstract: As president of Scotch whisky maker Glenmeadie, Bob Littlefield is pleased to see the results of his CMO's recent marketing initiatives. There are new interactive capabilities on the company's Web site, a product information call center, and numerous other customer interfaces designed to deepen consumers' connection to the brand. Thanks to these front-end innovations, sales are up--and largely
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because of more loyal purchasing behavior, research shows. But not all the news is good. Glenmeadie's CFO says the marketing programs account for half the company's costs. Meanwhile, Glenmeadie's master distiller, Ellis Cameron, resents the fact that, with so much money going toward enhancing customer relations, there isn't enough left for his R&D efforts. In a meeting with Bob, he launches into a tirade about priorities. "There's an old expression," Ellis says, "Build a better mousetrap, and the world will beat a path to your door." Glenmeadie, he says, is neglecting the customer's basic need, "We've given up on redesigning his mousetrap and are trying to trap him instead!" May be used with: (R0610X) What Serves the Customer Best? (HBR Case Study). Subjects: NO SUBJECTS(KEYWORDS) Length: 5p Year New: 2006 R0610A Title: What Serves the Customer Best? (HBR Case Study and Commentary) Author(s): Nunes, Paul F.; Driggs, Woodruff W.; Herman, David; Rayport, Jeffrey F.; Dull, Stephen; Scafido, Joe Publication Date: 10/01/2006 Product Type: Harvard Business Review Article Abstract: As president of Scotch whisky maker Glenmeadie, Bob Littlefield is pleased to see the results of his CMO's recent marketing initiatives. There are new interactive capabilities on the company's Web site, a product information call center, and numerous other customer interfaces designed to deepen consumers' connection to the brand. Thanks to these front-end innovations, sales are up--and largely because of more loyal purchasing behavior, research shows. But not all the news is good. Glenmeadie's CFO says the marketing programs account for half the company's costs. Meanwhile, Glenmeadie's master distiller, Ellis Cameron, resents the fact that, with so much money going toward enhancing customer relations, there isn't enough left for his R&D efforts. In a meeting with Bob, he launches into a tirade about priorities. "There's an old expression," Ellis says, "Build a better mousetrap, and the world will beat a path to your door." Glenmeadie, he says, is neglecting the customer's basic need, "We've given up on redesigning his mousetrap and are trying to trap him instead!" Industry Setting: Alcohol industry Subjects: NO SUBJECTS(KEYWORDS)
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Length: 10p Year New: 2006 R0610X Title: What Serves the Customer Best? (HBR Case Study) Author(s): Nunes, Paul F.; Driggs, Woodruff W. Publication Date: 10/01/2006 Product Type: Harvard Business Review Article Abstract: As president of Scotch whisky maker Glenmeadie, Bob Littlefield is pleased to see the results of his CMO's recent marketing initiatives. There are new interactive capabilities on the company's Web site, a product information call center, and numerous other customer interfaces designed to deepen consumers' connection to the brand. Thanks to these front-end innovations, sales are up--and largely because of more loyal purchasing behavior, research shows. But not all the news is good. Glenmeadie's CFO says the marketing programs account for half the company's costs. Meanwhile, Glenmeadie's master distiller, Ellis Cameron, resents the fact that, with so much money going toward enhancing customer relations, there isn't enough left for his R&D efforts. In a meeting with Bob, he launches into a tirade about priorities. "There's an old expression," Ellis says, "Build a better mousetrap, and the world will beat a path to your door." Glenmeadie, he says, is neglecting the customer's basic need, "We've given up on redesigning his mousetrap and are trying to trap him instead!" May be used with: (R0610Z) What Serves the Customer Best? (Commentary for HBR Case Study). Industry Setting: Alcohol industry Subjects: NO SUBJECTS(KEYWORDS) Length: 6p Year New: 2006 88610 Title: What the Hell Is "Market Oriented?" Author(s): Shapiro, Benson P. Publication Date: 11/01/1988 Product Type: Harvard Business Review Article Abstract: This article explains the concept of market orientation in a new unconventional way. It helps the reader to understand that market orientation is a process with distinct characteristics and much more than "being or getting close to the customer." It stresses data gathering, the nature of the decision making process, and implementation. Subjects: Customer relations; Interdepartmental relations; Management philosophy; Market selection; Marketing management; Marketing strategy Length: 6p 588005 Title: What the Hell Is "MarketOriented?" Author(s): Shapiro, Benson P. Publication Date: 08/26/1987 Product Type: Note Abstract: Explains the concept of market orientation in a new unconventional way. It helps the reader to understand that market orientation is a process with distinct characteristics and much more than "being or getting close to the customer." Stresses data gathering, the nature of the decision making process, and implementation. Withdrawn - Use (88610). Subjects: Customer relations; Interdepartmental relations; Management philosophy; Market selection; Marketing management; Marketing strategy Length: 7p SMR277 Title: What the Media Is Really Telling You About Your Brand Author(s): Dowling, Grahame R.; Weeks, Warren Publication Date: 04/01/2008 Product Type: Case (Field) Abstract: Media coverage is a key factor in creating a company's reputation, which has been shown to influence both operational and financial performance. Scorecard rankings are a popular form of determining corporate reputations vis-a-vis competitors, yet many executives justifiably consider opinion-poll-style scorecards to be little more than beauty contests. This article discusses two techniques for assessing media coverage in a way that can inform management action: profiling media communication about a company's actions and its products and services, and then examining the various facets of an organization's media reputation profile. Media profiling is an analysis of the specific words and phrases that people and journalists use to describe and evaluate a company. The authors illustrate the use of media profiling results in three exhibits that visually reflect important aspects of corporate reputation at a glance: "media salience," which shows the prominence of a company's media image, and "media tone" and "coverage breakout," which outline different aspects of company reputation. Copyright Holder: MIT Sloan Management Review Subjects: NO SUBJECTS(KEYWORDS) Length: 9p
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U0207C Title: What's the Cure for Customer Fatigue? Author(s): Sandberg, Kirsten D. Publication Date: 07/01/2002 Product Type: Harvard Management Update Article Abstract: The attempt to interact oneon-one with customers through customer relationship management software seemed like a good idea, but customers continue to be sick and tired of irrelevant products, the barrage of marketing messages, and broken promises. What's the cure for lack of customer loyalty? Try changing your company's approach, instead of changing your customers. The ideas in this article are based on a panel discussion that took place this past May at the Burning Questions 2002 conference, a gathering of leading practitioners and management experts, sponsored by Harvard Business School Publishing. The customer panelists were Stephen Brown, Mike Dolan, James Gilmore, and Jerry Michalski. Subjects: Consumer behavior; Customer relations; Customer retention; Customer service; Marketing strategy; Organizational behavior Length: 3p List Price: $4.50 BH220 Title: When Customers Get Clever: Managerial Approaches to Dealing With Creative Consumers Author(s): Berthon, Pierre R.; Pitt, Leyland F.; McCarthy, Ian; Kates, Steven M Publication Date: 01/15/2007 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Creative consumers (defined as customers who adapt, modify, or transform a proprietary offering) represent an intriguing paradox for business. On one hand, they can signify a black hole for future revenue, with breach of copyright and intellectual property. On the other hand, they represent a gold mine of ideas and business opportunities. Central to business is the need to create and capture value, and creative consumers demand a shift in the mindsets and business models of how firms accomplish both. Based upon their attitude and action toward customer innovation, we develop a typology of firms' stances toward creative consumers. We then consider the implications of the stances model for corporate strategy and examine a three-
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step approach to dealing with creative consumers: awareness, analysis, and response. Subjects: NO SUBJECTS(KEYWORDS) Length: 9p Year New: 2007 93608 Title: When New Products and Customer Loyalty Collide Author(s): Maruca, Regina Fazio; Halliday, Amy L. Publication Date: 11/01/1993 Product Type: Harvard Business Review Article Abstract: In this fictional case study, Henry Carson had thought it was time for his company, Pacer Athletic Shoes, to upgrade its standard offerings for the serious runner and expand into walking shoes. But after investing considerable resources in the effort, he's having second thoughts: the returns so far aren't good; old customers seem confused or, worse, annoyed; Pacer doesn't seem to be attracting new customers, despite a flashy marketing campaign; and the company has had trouble getting its manufacturing up to speed. Industry statistics, along with a customer profile, seemed to indicate that Pacer was vulnerable to attacks from much larger competitors. As far as Henry could determine, the company had been left with no choice. It had to upgrade its offerings and build a following in the broader market so that if the industry giants did attack his niche, Pacer could survive. Henry thought he had taken steps to give Pacer staying power. Now he wonders what went wrong. Five experts offer their views on Pacer's current options. Industry Setting: Footwear industry Subjects: Footwear; HBR Case Discussions; Marketing strategy; Product lines; Product planning & policy Length: 7p C0203E Title: When Not to Speak Up in Public Author(s): Morgan, Nick Publication Date: 03/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: It's a common myth that more communication is always better than less. It isn't. And sometimes your message stands a better chance of being heard if you're not the one who delivers it. Here are some guidelines for determining when it's best to keep it brief, just keep mum, or keep out of the spotlight altogether. Accompanying the article is a sidebar about how to get a presentation off to a good start. Subjects: Management communication Length: 2p List Price: $4.50 C0202E Title: When One Style Does Not Fit All Author(s): Clayton, John Publication Date: 02/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: Writing teacher John Clayton explains the importance of understanding the genre in which you are writing. Subjects: Management communication Length: 3p List Price: $4.50 F0807D Title: When Virtue Is a Vice Author(s): Keinan, Anat; Kivetz, Ran Publication Date: 07/01/2008 Product Type: Harvard Business Review Article Abstract: Choosing duty over pleasure today can cause regret down the road-whereas regret over the reverse is fleeting. Marketers of luxury products and services should consider prompting customers to predict their future feelings about choices made now. Subjects: NO SUBJECTS(KEYWORDS) Length: 3p Year New: 2007 C0201A Title: When Words Matter Most Author(s): Morgan, Nick Publication Date: 01/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: In the wake of the terrorist attacks on September 11, 2001, the world sought both to make sense of the tragedy and to find a way to move forward. The speeches from American President George W. Bush and British Prime Minister Tony Blair in the days immediately following the attacks communicate both emotional support and a call to action. Both speeches serve as strong examples for business leaders in difficult times who struggle to reassure employees, customers, and shareholders while setting the tone for the work that lies ahead. This article analyzes both speeches and gives advice on how to achieve the right combination of rhetoric and action. Subjects: Leadership Length: 3p List Price: $4.50 82204 Title: When to Advertise Your Company Author(s): Garbett TF Publication Date: 03/01/1982
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Product Type: Harvard Business Review Article Abstract: A survey of the corporate advertising expenditures of the Fortune "500" industrial companies and "250" nonindustrial companies provides the basis for this discussion concerning which companies and industries use corporate advertising, why they do so, and under what conditions it's beneficial. Corporate advertising was formerly called issue or advocacy advertising and refers to promotion of the company as a whole rather than one of its product lines or businesses. Industry Setting: Advertising industry Subjects: Advertising; Advertising strategy; Public relations Length: 7p C0112B Title: When to Ignore Your Readers Author(s): Clayton, John Publication Date: 12/01/2001 Product Type: Harvard Management Communication Letter Article Abstract: "Know your audience" is one of the basic tenets of good business writing. It's good advice--knowing whom you're writing to will help you hone your message so that the right people get the right information. But there are times when focusing on your audience can derail your writing. This article details five instances in which you'd be better off downplaying that classic advice: When you're really writing to multiple audiences, unwittingly thinking of a past audience (such as your high school English teacher), patronizing your readers, sacrificing your personal writing style for the sake of the audience, and when the formula for the document you're writing threatens to take over your independent thinking. Subjects: Management communication Length: 2p List Price: $4.50 75303 Title: When, Where, and How to Test Market Author(s): Cadbury, N.D. Publication Date: 05/01/1975 Product Type: Harvard Business Review Article Abstract: Test marketing has proper uses and serious limitations. It provides a measure of sales performance and the opportunity to identify and correct any weaknesses in the product or in the marketing plan. It is, however, costly and laborious. Four factors to weigh in determining the efficacy of test marketing are: the cost and risk of product failure against the profit and probability of success; the difference in scale of investment between a test and a
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national launch; the likelihood of being copied and preempted by the competition; and the costs in money and reputation of a product failure. Subjects: Market research; Marketing strategy; Product introduction; Test markets Length: 8p F0805A Title: Where Is Advertising Going? Into 'Stitials Author(s): Rayport, Jeffrey F. Publication Date: 05/01/2008 Product Type: Harvard Business Review Article Abstract: It's high time to shift our focus from the "avails" in media content to those in consumers' lives--that is, where, when, and how people might be receptive to relevant commercial messages. Industry Setting: Advertising industry; PR agency Subjects: NO SUBJECTS(KEYWORDS) Length: 4p Year New: 2007 HKU414 Title: Whirlpool's Roadmap in China: 2004 Author(s): Pan, Yigang; Yang, Thomas Leyu; Sethi, Kavita Publication Date: 10/10/2005 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: Details Whirlpool's initial years in China and illustrates the problems that a global industry leader can face while entering a new, developing market like China. Although it is relatively easy to gain access to the larger cities, there are many barriers associated with establishing a brand presence and gaining a foothold in the lesser developed regions of China. Allows students to examine how Whirlpool should reposition itself in China, investigating specifically whether Whirlpool China should concentrate on selling or sourcing in the future. Geographic Setting: China Industry Setting: Appliance industry Event Year Start: 2004 Event Year End: 2004 Subjects: NO SUBJECTS(KEYWORDS) Length: 19p Supplementary Materials: Teaching Note, (HKU415), 8p, by Yigang Pan, Kavita Sethi Year New: 2006 F0209C Title: Who Benefits from Price Promotions? Author(s): Srinivasan, Shuba; Pauwels, Koen; Hanssens, Dominique; Dekimpe, Marnik Publication Date: 09/01/2002 Product Type: Harvard Business Review Article Abstract: A temporary discount can generate a lot of customer excitement, but the revenue effects can be short lived. Price promotions commonly increase manufacturer revenue and depress retailer revenue in the short term but have no persistent effect. Promotions are tactical, not strategic, and they need to be managed that way. Subjects: Marketing strategy; Pricing; Pricing strategy Length: 2p 586021 Title: Wholesale Club Industry Author(s): Salmon, Walter J.; Dew, Marci K. Publication Date: 07/18/1985 Revision Date: 03/13/1990 Product Type: Case (Library) Abstract: Examines the consumer appeal of wholesale and warehouse clubs, and asks the student to analyze their evolution and their future. Geographic Setting: United States Industry Setting: Retail industry Company Size: large Gross Revenues: $4 billion revenues Subjects: Financial analysis; Forecasting; Market analysis; Non-store retailing; Retailing Length: 30p Supplementary Materials: Teaching Note, (592061), 5p, by Walter J. Salmon, David Wylie 594035 Title: Wholesale Club Industry Author(s): Salmon, Walter J.; Kennedy, Paul Publication Date: 09/10/1993 Revision Date: 06/19/1995 Product Type: Case (Library) Abstract: The wholesale club industry experienced rapid growth in the 1980s. By 1993 there were signs that the industry was maturing and perhaps facing a shakeout. This case provides comprehensive data to permit an analysis of the viability and likely direction of the industry. Geographic Setting: United States Industry Setting: Retail industry Company Size: large Subjects: Distribution channels; Financial analysis; Forecasting; Industry analysis; Market analysis; Retailing; Supermarkets Length: 56p Supplementary Materials: Teaching Note, (594043), 7p, by David E. Bell
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595011 Title: Why Bad Things Happen to Good Companies Author(s): Shapiro, Benson P.; Tedlow, Richard S.; Slywotzky, Adrian J. Publication Date: 07/20/1994 Product Type: Note Abstract: Describes why previously successful companies have performance problems. Considers changes in the marketplace, internal organizational calcification, and failures of leadership. Teaching Purpose: To help readers understand why sustaining success is so difficult. May be used with Stop Bad Things from Happening to Your Company. Withdrawn - Use (9-595-045). Subjects: Leadership; Management of change; Market analysis; Organizational change; Strategy formulation Length: 20p 595045 Title: Why Bad Things Happen to Good Companies Author(s): Shapiro, Benson P.; Tedlow, Richard S.; Slywotzky, Adrian J. Publication Date: 11/29/1994 Product Type: Note Abstract: Describes the Darwinian internal and external processes that lead to poor performance from a previously well performing company. Demonstrates why any business design eventually fails and the role of organizational calcification and poor leadership in the failure. Also provides prescriptions to prevent and alleviate the problems. Subjects: Leadership; Management of change; Market analysis; Organizational change; Strategy formulation Length: 14p 504056 Title: Why Consumers Don't Buy: The Psychology of New Product Adoption Author(s): Gourville, John T. Publication Date: 11/25/2003 Revision Date: 04/05/2004 Product Type: Note Abstract: Looks at the consumer psychology of new product adoption. Identifies a key reason why consumers do not adopt innovations as quickly as developers think they should--an irrational resistance to behavioral change. Identifies strategies for firms to manage and overcome this resistance. May be used with: (504068) Why Developers Don't Understand Why Consumers Don't Buy. Subjects: Consumer behavior; Innovation; New product marketing Length: 17p Year New: 2005 U9707D Title: Why Focus Is Vital...and How to
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Achieve It Author(s): Biolos, Jim Publication Date: 07/01/1997 Product Type: Harvard Management Update Article Abstract: Of the thousands of new products introduced annually, only 10% remain viable after two years. The reason for this low number is that many companies lose their strategic focus and unwisely divert resources away from their core competencies. By asking four simple questions about the state of your brand, you can determine whether your company has shied away from its strategic focus and what steps you can take to restore it. Subjects: Brands; Product development; Product introduction; Product management; Product portfolio management Length: 2p List Price: $4.50 CMR043 Title: Why Improving Quality Doesn't Improve Quality (Or Whatever Happened to Marketing?) Author(s): Kordupleski, Raymond E.; Rust, Roland T.; Zahorik, Anthony J. Publication Date: 04/01/1993 Product Type: CMR Article Publisher: California Management Review Abstract: Too often, quality programs fail to improve quality because they concentrate on internal processes that do not affect the customer. This is at least partially due to the alienation of marketing from the quality movement, a situation for which both sides are partially at fault. Ideally, marketing should serve as the eyes and ears of the organization, linking the external customer to managerial processes. One way to do this is to organize the collection of customer satisfaction measures around the managerial processes themselves. This forms a natural bridge from the customer to management and allows management to track the impact of quality improvements all the way from internal process measures to overall customer satisfaction and market share. Subjects: Customer relations; Marketing strategy; Total quality Length: 14p 76202 Title: Why Most New Consumer Brands Fail Author(s): Davidson JH Publication Date: 03/01/1976 Product Type: Harvard Business Review Article Abstract: Approximately 70% of all new consumer brands fail in the market. Successful products must offer significant price or performance advantage, be significantly different from existing brands, or offer a new, untried idea. Marketers consistently lack objectivity; they fail to resist internally generated prejudices that pollute their perspective. Subjects: Brands; Consumer marketing; Product introduction; Product planning & policy Length: 6p U0705D Title: Why PR Matters--and What It Can Do for You Author(s): Sullivan, Kevin L. Publication Date: 05/01/2007 Product Type: Harvard Management Update Article Abstract: Public relations--done right--is an exchange in which both parties benefit, says Kevin L. Sullivan, chief marketing officer of Fisher & Phillips LLP, an Atlanta-based law firm. In this article, Sullivan describes three ways that public relations can create value for your organization--and make the dollars you spend on advertising later that much more effective. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p List Price: $4.50 Year New: 2007 BH239 Title: Why Pass on Viral Messages? Because They Connect Emotionally Author(s): Dobele, Angela; Lindgreen, Adam; Beverland, Michael; Vanhamme, Joelle; van Wijk, Robert Publication Date: 07/01/2007 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: Postulates that successful viral marketing campaigns trigger an emotional response in recipients. Working under this premise, examines the effects of viral messages containing the six primary emotions (surprise, joy, sadness, anger, fear, and disgust) on recipients' emotional responses to viral marketing campaigns and subsequent forwarding behavior. According to findings, in order to be effective, viral messages need to contain the element of surprise. By itself, however, surprise is not enough to guarantee message success; therefore, it must be combined with other emotions. The effectiveness of the viral message is also moderated by gender, with disgust-based and fearbased campaigns being more likely to be forwarded by male recipients than female recipients. To ensure forwarding
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behavior, the message must capture the imagination of the recipient, as well as be clearly targeted. Moreover, achieving fit between a campaign and the featured emotions is important, as this ensures an increased chance of forwarding. In addition to relaying these and other findings, shares and discusses the managerial implications of using different emotions in viral marketing campaigns. Finally, culture is recognized as an influencer. Industry Setting: IT industry Subjects: NO SUBJECTS(KEYWORDS) Length: 14p Year New: 2007 95606 Title: Why Satisfied Customers Defect Author(s): Jones, Thomas O.; Sasser, W. Earl, Jr. Publication Date: 11/01/1995 Product Type: Harvard Business Review Article Abstract: Most managers rejoice if the majority of customers that respond to customer-satisfaction surveys say they are satisfied. But some of those managers may have a big problem. When most customers are saying they are satisfied but not completely satisfied, they are saying that they are unhappy with some aspect of the product or service. If they have the opportunity, they will defect. Companies that excel in satisfying customers excel both in listening to customers and in interpreting what customers with different levels of satisfaction are telling them. May be used with: (395065) British Airways: Using Information Systems to Better Serve the Customer; (395064) RitzCarlton: Using Information Systems to Better Serve the Customer. Subjects: Customer relations; Customer retention; Market research; Marketing strategy; Polls & surveys Length: 12p BESTSELLER 6838 Title: Why Satisfied Customers Defect (HBR OnPoint Enhanced Edition) Author(s): Jones, Thomas O.; Sasser, W. Earl, Jr. Publication Date: 06/01/2001 Product Type: HBR OnPoint Article Abstract: Most managers rejoice if the majority of customers that respond to customer-satisfaction surveys say they are satisfied. But some of those managers may have a big problem. When most customers are saying they are satisfied but not completely satisfied, they are saying that they are unhappy with some aspect of the product or service. If they have the opportunity,
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they will defect. Companies that excel in satisfying customers excel both in listening to customers and in interpreting what customers with different levels of satisfaction are telling them. Subjects: Customer relations; Customer retention; Market research; Marketing strategy; Polls & surveys Length: 16p List Price: $6.50 C0201C Title: Why Your News Releases Aren't Making News Author(s): Craumer, Martha Publication Date: 01/01/2002 Product Type: Harvard Management Communication Letter Article Abstract: With the amount of time and effort your company spends on news releases, you would expect major media coverage. Yet, it seems your news rarely, if ever, gets picked up. Why? Editors and writers look for topics that are timely, relevant to their audiences, involve someone or something famous, make a personal connection, and are unusual. They don't fall for thinly veiled marketing ploys, and they lose patience with lousy writing. In Why Your New Releases Aren't Making News, learn how to critique your PR department's releases and improve your company's chances of getting media hits. Subjects: Public relations Length: 1p List Price: $4.50 707438 Title: Wild Oats Markets, Inc. Author(s): Haglock, Travis; Wells, John R. Publication Date: 09/05/2006 Revision Date: 04/03/2008 Product Type: Case (Library) Abstract: Ever since ex-Ben and Jerry's CEO Perry Odak took over as CEO of Wild Oats in 2001, he has been trying to turn the company around. After some apparent false starts, profits now seem to be on the rise in 2005 and 2006. Has he finally done it? Industry Setting: Retail industry Number of Employees: 9,000 Gross Revenues: $1.1 billion Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 21p Supplementary Materials: Teaching Note, (708506), 11p, by John R. Wells Year New: 2006 906D06 Title: Wilkins, A Zurn Company: Demand Forecasting Author(s): Prahinski, Carol; Olsen, Eric Publication Date: 09/13/2006 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: The newly promoted inventory manager wonders if there is an easier, more reliable means of forecasting sales demand. Currently, forecasts are based on the plant manager's, sales/marketing manager's, and inventory manager's knowledge of industry trends, competitive strategies, and sales history. The inventory manager must decide if using statistical forecasting methods would ease the forecasting process and make the forecasts more reliable. Students are exposed to different forecasting techniques, including executive opinion, linear regression, and time series. The data characteristics include seasonality, trend, and random fluctuations. May be used with: (906D05) Wilkins, A Zurn Company: Materials Requirement Planning. Geographic Setting: United States Industry Setting: Fabricated metals Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Supplementary Materials: Teaching Note, (806D06), 23p, by Carol Prahinski, Eric Olsen Year New: 2006 BH086 Title: Will the Real Channel Manager Please Stand Up? Author(s): Anderson, Rolph; Mehta, Rajiv; Dubinsky, Alan J. Publication Date: 01/15/2003 Product Type: Business Horizons Article Publisher: Business Horizons/Indiana University Abstract: For decades, marketing channel management has been widely written and talked about but never connected with any "real world" business position. What's more, the many articles and textbooks on the topic seldom provide any hint as to who is supposed to be doing all these functions. At last, based on a national study and a systematic review of the literature to find the most likely suspect, we have identified the erstwhile unknown channel manager. It is now up to top management to provide the selection criteria, training, rewards, and respect for this newly recognized position, because it is central to corporate success. Subjects: Distribution channels; Marketing management; Marketing strategy Length: 8p NEW
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576197 Title: Wilmington Corp. Author(s): Abell, Derek F.; D''Cruz JR; D'Cruz, Joseph R.; D'Cruz, Joseph R.; ; D'Cruz, Joseph R. Publication Date: 03/01/1976 Product Type: Case (Field) Abstract: Wilmington Corp. is considering an entry into the glass ceramic cookware business in competition with Corning Ware. Corning holds a patent which is due to expire in January 1977. Will developments after this date parallel what happened following the expiration of the Pyrex patent years earlier (at which time Wilmington failed to move aggressively into the market)? The question raised is should Wilmington now enter and if so, how? Geographic Setting: United States Industry Setting: Cookware industry Company Size: large Gross Revenues: $500 million sales Subjects: Competition; Glass & glassware industry; Household products; Market entry; Marketing strategy; Patents; Strategic market planning Length: 39p Supplementary Materials: Teaching Note, (578193), 11p, by Derek F. Abell 87113 Title: Winging It in Foreign Markets Author(s): Van Mesdag M Publication Date: 01/01/1987 Product Type: Harvard Business Review Article Abstract: The shot-in-the-dark method is a "let's try it and see" approach to marketing. With common sense based on experience, marketers take products that sell well in their home markets and try them out in suitable foreign markets. None of the products are developed specifically for foreign markets, as they are in the phased internationalization and global marketing approaches. Although marketers usually feel most comfortable with these last two methods since they seem less risky and rely more on research, the shot-in-the-dark method deserves consideration, for it accounts for the phenomenal success of many products all over the world. Subjects: International business; International marketing; Marketing strategy; Product development; Product management Length: 4p 599032 Title: Women's National Basketball Association (WNBA) Author(s): Greyser, Stephen A. Publication Date: 02/22/1999 Revision Date: 08/11/2004 Product Type: Case (Field)
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Abstract: Chronicles the background of the founding of the WNBA, its basic business concept, some of the key research information used by the NBA in launching it, and other related information. Students must analyze the "basic business model" involved and compare it to that of the American Basketball League (another women's professional league). Students must consider whether both leagues ultimately can be successful, only one, or neither. Geographic Setting: United States Industry Setting: Professional sports teams & organizations Subjects: Competition; Consumer behavior; Consumer marketing; Sports; Women Length: 12p 599031 Title: Women's Professional Basketball and the American Basketball League Author(s): Greyser, Stephen A.; Zakarian, Natalie Publication Date: 04/02/1999 Revision Date: 08/04/2004 Product Type: Case (Library) Abstract: Chronicles the growth and development of women's professional basketball. Particular emphasis is on the impact of Title IX, the 1996 women's gold medal Olympic team, and the advent of the American Basketball League (ABL). The structure and "basic business model" of the ABL are described along with its various revenue sources. Encourages discussion of the conditions that favor women's professional sports in the late 1990s. May be used with: (599109) The American Basketball League: The Last Chapter. Geographic Setting: United States Industry Setting: Professional sports teams & organizations Subjects: Consumer behavior; Consumer marketing; Sports; Women Length: 6p Year New: 2004 578125 Title: Woodward Motors, Inc. (A) Author(s): Shapiro, Benson P. Publication Date: 01/01/1978 Revision Date: 06/01/1979 Product Type: Case (Field) Abstract: Woodward Motors is a major manufacturer of small, integral horsepower, general purpose motors. It must respond to cheaper special purpose motors from competitors. May be used with Woodward Motors, Inc. (B). Geographic Setting: United States Company Size: mid-size Subjects: Competition; Industrial markets; Manufacturing; Pricing; Product lines; Purchasing Length: 14p Supplementary Materials: Teaching Note, (583104), 8p, by E. Raymond Corey 579032 Title: Woodward Motors, Inc. (B) Author(s): Shapiro, Benson P.; Jackson, Barbara B. Publication Date: 09/03/1978 Product Type: Case (Field) Abstract: Provides additional analysis and a bit more additional data for Woodward Motors, Inc. (A). Must be used with the (A) case. Geographic Setting: United States Company Size: large Subjects: Competition; Industrial markets; Manufacturing; Pricing strategy; Product lines; Purchasing Length: 8p 383072 Title: Worcester Textile Co.: Marketing Worsted Fabrics Author(s): Tedlow, Richard S. Publication Date: 11/17/1982 Product Type: Case (Field) Abstract: Deals with a worsted apparel fabric mill that has traditionally served manufacturers of men's suits. Recently, it has lost share to larger, lower-cost manufacturers. At the same time, it has been discovered as a source for women's apparel fabrics. The case is a vehicle for a discussion of market selection and definition. It demands that the student pay special attention to the problems of implementing whatever marketing approach he/she chooses. Geographic Setting: Rhode Island Industry Setting: Textile industry Gross Revenues: $43 million sales Subjects: Clothing; Market definition; Market selection; Marketing implementation; Marketing organization; Textiles Length: 19p 589103 Title: Workbench Author(s): Salmon, Walter J.; Ortmeyer, Gwendolyn K. Publication Date: 04/12/1989 Revision Date: 02/07/1990 Product Type: Case (Field) Abstract: Workbench is a contemporary furniture retailer contemplating a change in pricing strategy for its New York City and Long Island stores. At the time of the case approximately 80% of Workbench's sales in the two regions were of merchandise at reduced prices. The retailer was finding it difficult to maintain sales levels and achieve its target gross margin, while at the same time offering a large proportion of merchandise at reduced prices. As a
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result Workbench's pricing policy was being reviewed. One alternative strategy being considered was Everyday fair model. The case includes competitor data and consumer data. Introduces Everyday Fair Pricing and presents the market forces that motivate a retailer to choose such a strategy. Also allows students to conduct an analysis of primary consumer data collected from Workbench customers. Geographic Setting: New York, NY; Long Island City, NY Industry Setting: Retail industry Company Size: small Subjects: Forecasting; Furniture; Pricing strategy; Retailing Length: 34p 583166 Title: Workbench (A): Decision on Store Network Author(s): Salmon, Walter J.; Morris J; Publication Date: 06/13/1983 Revision Date: 07/25/1985 Product Type: Case (Field) Abstract: How large a network of stores should Workbench establish in Greater Boston? May be used with Workbench (B): Assessment of the Franchising Program. Geographic Setting: Northeastern United States Industry Setting: Furniture industry; Retail industry Company Size: small Gross Revenues: $17 million revenues Subjects: Furniture; Growth strategy; Location of industry; Marketing planning; Retailing Length: 24p 586019 Title: Workbench (B): Assessment of the Franchising Program Author(s): Salmon, Walter J.; Rhodes, David; Publication Date: 07/16/1985 Revision Date: 02/24/1992 Product Type: Case (Field) Abstract: The president of a chain of contemporary furniture stores is considering whether Workbench should expand through franchising, and, if so, what changes in its franchising policies are necessary. May be used with Workbench (A): Decision on Store Network. Geographic Setting: Northwestern United States Industry Setting: Furniture industry; Retail industry Company Size: mid-size Gross Revenues: $50 million revenues Subjects: Franchising; Furniture; Growth strategy; Location of industry; Retailing
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Length: 22p 590115 Title: Workbench Pricing Strategy Author(s): Ortmeyer, Gwendolyn K. Publication Date: 05/23/1990 Revision Date: 07/05/1991 Product Type: Case (Field) Abstract: An abridged version of Workbench, most notably the results of two customer surveys, given in their complete form in Workbench. Focuses on the pricing decision for a small contemporary furniture retailer. Should Workbench continue its highly promotional pricing policy or adopt Everyday Fair Pricing? Geographic Setting: New York, NY Industry Setting: Retail industry Company Size: small Subjects: Furniture; Pricing strategy; Retailing Length: 21p Supplementary Materials: Teaching Note, (593052), 21p, by John A. Quelch, Gwendolyn K. Ortmeyer 583168 Title: World Pharmaceutical Industry: Prospects for the 1980s Author(s): Buzzell, Robert D. Publication Date: 06/30/1983 Revision Date: 11/01/1985 Product Type: Note Abstract: Provides background information on trends in the pharmaceutical industry in the 1970s and prospects for the 1980s. Industry Setting: Pharmaceutical industry Subjects: Competition; Industry analysis; Pharmaceuticals Length: 15p 902A28 Title: Worldwide Equipment (China) Ltd.: A Sales Performance Dilemma Author(s): Cotte, June; Yang, Alan Wenchu Publication Date: 02/25/2003 Product Type: Case (Field) Publisher: Richard Ivey School of Business/UWO Abstract: Worldwide Equipment Ltd. is one of the world's largest manufacturers of heating, ventilating, and airconditioning equipment. The Beijing regional sales manager has just heard that the sales performance of his office ranked the lowest among the sales offices in China. As a result, the Beijing sales force will not receive their year-end bonuses unless the situation can be turned around quickly. The regional sales manager must determine whether the sales management process or a recent new hire on the sales force, whose hiring was strongly suggested by the manager's boss, are to blame for the poor sales performance and how to keep the situation from recurring. Geographic Setting: China Industry Setting: Machinery industry Company Size: large Subjects: Bonuses; China; Machinery; Manufacturing; Organizational behavior; Performance measurement; Sales compensation; Sales management Length: 19p Supplementary Materials: Teaching Note, (802A28), 7p, by June Cotte Year New: 2004 502007 Title: Worldzap Author(s): Deshpande, Rohit; Knoop, Carin-Isabel; Raju, Suma; Kiron, David Publication Date: 08/31/2001 Revision Date: 05/01/2002 Product Type: Case (Field) Abstract: In February 2001, the CEO of a new technology start-up had to decide how to present his firm's value proposition to future clients, customers, and business partners. The technology allowed distribution of full-motion video clips of sports highlights to "third generation" (3G) mobile phones. The plan was to target sports enthusiasts initially in Europe along with mobile phone companies, sports leagues, and networks. Geographic Setting: Europe Industry Setting: Telecommunications industry Company Size: start-up Number of Employees: 18 Subjects: Product development; Sports Length: 32p 580019 Title: Wright Line, Inc. Author(s): Shapiro, Benson P. Publication Date: 09/02/1979 Revision Date: 06/27/1985 Product Type: Case (Field) Abstract: Wright Line makes computer room supplies and accessories. The vice president of marketing is attempting to improve the company's 25% growth rate and its sales operation's penetration and productivity. A key issue revolves around the choice of more salespeople versus more direct mail and/or advertising. Geographic Setting: United States Industry Setting: Computer supplies Company Size: mid-size Gross Revenues: $40 million sales Subjects: Direct marketing; Industrial markets; Non-store retailing; Office equipment; Sales management; Sales promotions Length: 26p Supplementary Materials: Teaching Note, (583061), 12p, by John A. Quelch
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502S13 Title: Wright Line, Inc. (A), Spanish Version Author(s): Corey, E. Raymond; Kinnear, Constance M. Publication Date: 08/08/2002 Product Type: LACC Case Abstract: The Wright Line division of Barry Wright sells accessories used to store, protect, and provide access to computer media such as cards, tapes, and diskettes. With the explosive growth in the business computer market and the pronounced trend toward decentralized use, the market for computer accessories has become considerably fragmented. Wright Line's direct sales force, therefore, is finding it impossible to identify and reach prospective customers. As a proposed solution, Wright Line's president has moved to organize the division sales operations into three units, a direct sales force, a telephone marketing staff, and a catalog sales group. Geographic Setting: United States Industry Setting: Computer industry Company Size: mid-size Gross Revenues: $140 million assets Subjects: Direct marketing; Distribution channels; Industrial markets; Office equipment; Sales organization Length: 13p 585135 Title: Wright Line, Inc. (A) Author(s): Corey, E. Raymond; Kinnear, Constance M. Publication Date: 11/14/1984 Revision Date: 05/31/1989 Product Type: Case (Field) Abstract: The Wright Line division of Barry Wright sells accessories used to store, protect, and provide access to computer media such as cards, tapes, and diskettes. With the explosive growth in the business computer market and the pronounced trend toward decentralized use, the market for computer accessories has become considerably fragmented. Wright Line's direct sales force, therefore, is finding it impossible to identify and reach prospective customers. As a proposed solution, Wright Line's president has moved to organize the division sales operations into three units, a direct sales force, a telephone marketing staff, and a catalog sales group. May be used with: (586143) Wright Line, Inc. (B). Geographic Setting: United States Industry Setting: Computer industry Company Size: mid-size Gross Revenues: $140 million assets Subjects: Direct marketing; Distribution channels; Industrial markets; Office equipment; Sales organization Length: 12p
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Supplementary Materials: Teaching Note, (589075), 6p, by E. Raymond Corey 586143 Title: Wright Line, Inc. (B) Author(s): Corey, E. Raymond Publication Date: 03/03/1986 Revision Date: 05/31/1989 Product Type: Case (Field) Abstract: After working unsuccessfully for three years with the new sales and distribution channels organization, Wright Line's managers assess their experience and restructure their marketing organization. May be used with: (585135) Wright Line, Inc. (A). Geographic Setting: United States Industry Setting: Computer industry Company Size: mid-size Gross Revenues: $60 million sales Subjects: Direct marketing; Distribution channels; Industrial markets; Office equipment; Sales organization Length: 5p Supplementary Materials: Teaching Note, (589075), 6p, by E. Raymond Corey 571005 Title: Wychoff Corp. Author(s): England, Wilbur B.; Matthews, William E. Publication Date: 08/13/1970 Revision Date: 11/01/1989 Product Type: Case (Field) Abstract: Requires decisions on the location of three new fibre box making plants to provide better market coverage for East Tennessee, South Texas, and Central Indiana. Presents market analysis to determine market potential and the competitive situation for each of the three locations. Geographic Setting: Indiana; Tennessee; Texas Industry Setting: Corrugated box Gross Revenues: $1.4 billion sales Subjects: Competition; Market research; Marketing strategy; Plant location; Purchasing Length: 29p 504009 Title: XM Satellite Radio (A) Author(s): Godes, David B.; Ofek, Elie Publication Date: 07/14/2003 Revision Date: 03/01/2004 Product Type: Case (Field) Abstract: XM Satellite Radio is a radically new way to listen to radio. Management must develop a marketing strategy to launch the firm and the category. A crucial aspect of the strategy is to determine which of two business models the company will pursue. Should it focus predominantly on charging customers a monthly subscription fee or on selling advertising time to advertisers? This decision is closely related to target market selection and to the choice of optimal price points for subscription fees and radio receivers. Market research commissioned by XM provides rich insights into these issues. In addition, XM management needs to figure out how to establish partnerships with the leading electronics manufacturers. A consideration of its market share and channel presence are essential to XM's ultimate success in integrating satellite radio into home and car audio systems. As it formulates its plan, XM needs to take into account the competitive landscape, primarily comprised of broadcast radio (AM and FM) that has been in existence for many years and is offered for free, as well as a second satellite radio provider (Sirius). Includes color exhibits. May be used with: (504065) XM Satellite Radio (B). Geographic Setting: United States Industry Setting: Radio Subjects: Broadcasting industry; Competition; Decision making; Marketing strategy; Pricing; Product introduction; Services; Technology Length: 25p Supplementary Materials: Teaching Note, (504082), 21p, by David B. Godes, Elie Ofek; Supplement (Field), (505015), 8p, by David B. Godes, Elie Ofek Year New: 2004 504065 Title: XM Satellite Radio (B) Author(s): Godes, David B.; Ofek, Elie Publication Date: 01/05/2004 Revision Date: 03/01/2004 Product Type: Color Case Abstract: An abstract is not available for this product. May be used with: (504009) XM Satellite Radio (A). Subjects: Broadcasting industry; Competition; Decision making; Marketing strategy; Pricing; Product introduction; Services; Technology Length: 8p Supplementary Materials: Teaching Note, (504082), 21p, by David B. Godes, Elie Ofek Year New: 2004 505015 Title: XM Satellite Radio (C): The Next Generation of Radio Receivers Author(s): Godes, David B.; Ofek, Elie Publication Date: 09/15/2004 Revision Date: 08/07/2007 Product Type: Supplement (Field) Abstract: Supplements the (A) case. Must be used with: (504009) XM Satellite Radio (A). Industry Setting: Broadcasting industry Subjects: Broadcasting industry; Competition; Decision making;
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M303 Title: The Xbox Launch in Korea Author(s): Draganska, Michaela; Descamps, Frederic; Pennya, Christopher Publication Date: 08/01/2002 Revision Date: 04/25/2003 Product Type: Case (Field) Publisher: Stanford University Abstract: In August 2002, Microsoft approached the one-year anniversary of its video game console, the Xbox. The first wave of console systems were available in the United States, Japan, Europe, and Australia, and the second wave of rollouts was targeted for Asian markets: Korea, Taiwan, Hong Kong, and Singapore. Dan Adelman, business development manager for the Xbox, and Brenda Ng, Xbox's consumer strategy and research manager, considered the marketing data for the Korea launch. They needed to analyze the findings of the first report and to identify issues to resolve in a second, follow-up marketing study. Over the course of the next few months, Adelman and Ng would direct the Xbox team in identifying console purchase drivers and deciding what segments of gamers to target and the message to send to the target segments. Industry Setting: Software industry Number of Employees: 47,000 Gross Revenues: $32,187 million Subjects: Computer industry; Entertainment industry; Market entry; Market positioning; Market research; Market segmentation; Marketing strategy Length: 23p NEW 502S28 Title: Xerox Corp.: The Customer Satisfaction Program, Spanish Version Author(s): Menezes, Melvyn A.J.; Serbin, Jon D. Publication Date: 08/09/2002 Product Type: LACC Case Abstract: In August 1990 the president and executive vice president of Xerox are reviewing the progress made on its customer satisfaction program. The emphasis placed on the program, the success of the program to date, and the drive to achieve the corporate goals of customer satisfaction motivate this review. At Xerox customer satisfaction is the number one priority, ahead of return on assets (ROA) and market share. The case focuses on analyzing the strategic role of the customer satisfaction program, its goals, and the action steps for implementation. Also described are
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the customer satisfaction measurement system, the data analyses, and followup. To increase customer satisfaction and to drive the organization to higher levels of performance top management believes that Xerox should offer a satisfaction guarantee. Market research has been conducted on customer responses to four different types of guarantees. A decision has to be made regarding the type of guarantee to introduce. Geographic Setting: United States Industry Setting: Copier industry; Office furniture & equipment Company Size: Fortune 500 Gross Revenues: $17.6 billion revenues Subjects: Corporate strategy; Customer relations; Customer service; Marketing strategy; Office equipment Length: 27p 591055 Title: Xerox Corp.: The Customer Satisfaction Program Author(s): Menezes, Melvyn A.J.; Serbin, Jon D. Publication Date: 01/10/1991 Revision Date: 01/12/1993 Product Type: Case (Field) Abstract: In August 1990 the president and executive vice president of Xerox are reviewing the progress made on its customer satisfaction program. The emphasis placed on the program, the success of the program to date, and the drive to achieve the corporate goals of customer satisfaction motivate this review. At Xerox customer satisfaction is the number one priority, ahead of return on assets (ROA) and market share. The case focuses on analyzing the strategic role of the customer satisfaction program, its goals, and the action steps for implementation. Also described are the customer satisfaction measurement system, the data analyses, and followup. To increase customer satisfaction and to drive the organization to higher levels of performance top management believes that Xerox should offer a satisfaction guarantee. Market research has been conducted on customer responses to four different types of guarantees. A decision has to be made regarding the type of guarantee to introduce. Geographic Setting: United States Industry Setting: Copier industry; Office furniture & equipment Company Size: Fortune 500 Gross Revenues: $17.6 billion revenues Subjects: Corporate strategy; Customer relations; Customer service; Marketing strategy; Office equipment Length: 23p Supplementary Materials: Teaching Note, (593027), 22p, by John A. Quelch, Thomas J. Kosnik; Case Video, (592506), 2 min, by Xerox Corp. 594109 Title: Xerox Corp.: The Customer Satisfaction Program (A) Author(s): Menezes, Melvyn A.J.; Serbin, Jon D. Publication Date: 02/23/1994 Product Type: Case (Field) Abstract: A rewritten version of an earlier case, Xerox Corp.: The Customer Satisfaction Program. Does not provide an update and no new content is added. The new (A) and (B) case structure merely isolates the service guarantee issue. Geographic Setting: United States Industry Setting: Copier industry; Office furniture & equipment Company Size: Fortune 500 Gross Revenues: $17.6 billion revenues Event Year Start: 1959 Subjects: Corporate strategy; Customer relations; Customer service; Marketing strategy; Office equipment Length: 18p 592506 Title: Xerox Corp.: The Customer Satisfaction Program, Video Author(s): Xerox Corp. Publication Date: 11/12/1991 Product Type: Case Video Abstract: Contains five commercials (advertisements) used by Xerox. Two of the commercials pertain to the customer satisfaction program and the other three are general commercials. Must be used with: (591055) Xerox Corp.: The Customer Satisfaction Program. Industry Setting: Office equipment Subjects: Corporate strategy; Customer relations; Customer service; Marketing strategy; Office equipment Length: 2 min List Price: $150.00 502S14 Title: Xerox: Book-In-Time, Spanish Version Author(s): Rangan, V. Kasturi Publication Date: 08/08/2002 Product Type: LACC Case Abstract: Describes the state of the book publishing industry and the potential for a new technology. Book-InTime, developed at Xerox, can reduce the cost of printing "one" book dramatically. Combined with the possibilities of digital content storage and transmittal, the new technology has vast opportunities. Xerox needs a commercial plan. Teaching Purpose: To discuss the impact of technology on
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distribution value chain. Geographic Setting: United States Industry Setting: Book publishing Company Size: Fortune 500 Gross Revenues: $20 billion revenues Subjects: Distribution; Printing; Publishing industry; Technology Length: 20p 599119 Title: Xerox: Book-In-Time Author(s): Rangan, V. Kasturi Publication Date: 03/11/1999 Revision Date: 10/03/2002 Product Type: Case (Field) Abstract: Book-In-Time, developed at Xerox, can dramatically reduce the cost of printing "one" book. Combined with the possibilities of digital content storage and transmittal, the new technology has vast opportunities. Xerox needs a commercial plan. The case describes the state of the book publishing industry and the potential for a new technology. Geographic Setting: United States Industry Setting: Book publishing Company Size: Fortune 500 Gross Revenues: $20 billion revenues Subjects: Distribution; Printing; Publishing industry; Technology Length: 18p Supplementary Materials: Teaching Note, (500016), 6p, by V. Kasturi Rangan F0810A Title: The Year of Marketing Dangerously Author(s): Meyer, Christopher Publication Date: 10/01/2008 Product Type: Harvard Business Review Article Abstract: Digital advertising is growing nearly four times as fast as advertising overall; alternative channels cost less than traditional ones; and management increasingly insists on proof of ROI. These converging forces spell the end for television advertising. Subjects: NO SUBJECTS(KEYWORDS) Length: 4p 578064 Title: Yoshida Kogyo K.K. Author(s): Wiechmann, Ulrich E. Publication Date: 10/01/1977 Revision Date: 04/01/1978 Product Type: Case (Field) Abstract: Management is faced with the problem of how to respond to a dumping accusation filed by European manufacturers with the EEC Commission, aside from this issue, the case discusses the organization and management style of Japanese multinational enterprise. Recommended: Annual Report, 1978-79.
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Geographic Setting: Japan Industry Setting: Zipper Company Size: large Subjects: Clothing; EC single market; International marketing; Japan; Management styles; Multinational corporations; Organizational structure Length: 22p Supplementary Materials: Teaching Note, (587172), 13p, by Robert D. Buzzell 5239BC Title: You're Five Steps Away from Having a Customized Brand Author(s): Moser, Mike Publication Date: 02/13/2003 Product Type: HBS Press Chapter Abstract: A split often occurs between a company's internal and an external identity. When the internal and external identities are consistent, the brand is strong, but when these identities are at odds, the brand is weak. This chapter describes the imperative of creating a brand roadmap in order to build a cohesive identity both inside and outside your company. May be used with: (8279BC) Core Brand Values: How to Build a Unique Brand; (8280BC) Core Brand Message: How to Build a Unique Brand; (8281BC) Brand Personality: How to Build a Unique Brand; (8282BC) Brand Icons: How to Build a Unique Brand; (8283BC) Your Brand Roadmap: How to Build a Unique Brand. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p List Price: $6.95 Year New: 2007 8283BC Title: Your Brand Roadmap: How to Build a Unique Brand Author(s): Moser, Mike Publication Date: 02/13/2003 Product Type: HBS Press Chapter Abstract: This chapter shows you how to create a brand roadmap--a practical, day-to-day guide for your brand that articulates your core brand values, core message, and brand personality. This exercise will help you see the consistencies and inconsistencies in your brand and ensure that your brand will be seen, heard, and remembered in the marketplace for years to come. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand; (8279BC) Core Brand Values: How to Build a Unique Brand; (8280BC) Core Brand Message: How to Build a Unique Brand; (8281BC) Brand Personality: How to Build a Unique Brand; (8282BC) Brand Icons: How to Build a Unique Brand. Subjects: NO SUBJECTS(KEYWORDS) Length: 26p List Price: $6.95 Year New: 2007 97311 Title: Your Brand's Best Strategy Author(s): Vishwanath, Vijay; Mark, Jonathan Publication Date: 05/01/1997 Product Type: Harvard Business Review Article Abstract: Conventional wisdom holds that market share drives profitability. Certainly, in some industries, such as chemicals, paper, and steel, market share and profitability are inextricably linked. But when the authors studied the profitability of premium brands--brands that sell for 25% to 30% more than private-label brands--in 40 categories of consumer goods, they found that market share alone does not drive profitability. Instead, a brand's profitability is driven by both market share and the nature of the category, or product market, in which the brand competes. Developing the most profitable strategy for a premium brand, then, means reexamining market share targets in light of the brand's category. That is, managers must think about their brand strategy along two dimensions at the same time. First, is the category dominated by premium brands or by value brands? Second, is the brand's relative market share low or high? Industry Setting: Consumer products Subjects: Brands; Consumer goods; Consumer marketing; Market analysis; Market share; Marketing mixes; Marketing strategy; Product positioning Length: 7p BESTSELLER R0604H Title: Your Loyalty Program Is Betraying You Author(s): Nunes, Joseph C.; Dreze, Xavier Publication Date: 04/01/2006 Product Type: Harvard Business Review Article Abstract: Even as loyalty programs are launched left and right, many are being scuttled. How can that be? These days, everyone knows that an old customer retained is worth more than a new customer won. What is so hard about making a simple loyalty program work? Quite a lot, the authors say. The biggest challenges include clarifying business goals, engineering the reward structure, and creating incentives powerful enough to change buying behavior but not so generous that they erode margins. Additionally, companies have to sort out the puzzles of consumer psychology,
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which can result, for example, in two rewards of equal economic value, inspiring very different levels of purchasing. In their research, the authors have discovered patterns in what the successful loyalty programs get right and in how the others fail. Together, their findings constitute a toolkit for designing something rare indeed: a program that won't do you wrong. To begin with, it's important to know exactly what a loyalty program can do. It can keep customers from defecting, induce them to consolidate certain purchases with one seller (in other words, win a greater share of wallet), prompt customers to make additional purchases, yield insight into their behavior and preferences, and turn a profit. A program can meet these objectives in several ways--for instance, by offering rewards (points, say, or frequent-flier miles) divisible enough to provide many redemption opportunities but not so divisible that they fail to lock in customers. Companies striving to generate customer loyalty should avoid five common mistakes: Don't create a new commodity, which can result in price wars and other tit-for-tat competitive moves; don't cater to the disloyal by making rewards easy for just anyone to reap; don't reward purchasing volume over profitability; don't give away the store; and, finally, don't promise what can't be delivered. Geographic Setting: Arizona; United Kingdom Industry Setting: Airline industry; Credit card; Film industry; Food industry; Gaming industry; Grocery stores; Retail industry; Telephone industry Subjects: NO SUBJECTS(KEYWORDS) Length: 12p Year New: 2006 4095 Title: Your Loyalty Program Is Betraying You (HBR OnPoint Enhanced Edition) Author(s): Nunes, Joseph C.; Dreze, Xavier Publication Date: 04/01/2006 Product Type: HBR OnPoint Article Abstract: Even as loyalty programs are launched left and right, many are being scuttled. How can that be? These days, everyone knows that an old customer retained is worth more than a new customer won. What is so hard about making a simple loyalty program work? Quite a lot, the authors say. The biggest challenges include clarifying business goals, engineering the reward structure, and creating incentives powerful enough to change buying behavior but not so generous that they erode margins. Additionally, companies have to sort out
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the puzzles of consumer psychology, which can result, for example, in two rewards of equal economic value, inspiring very different levels of purchasing. In their research, the authors have discovered patterns in what the successful loyalty programs get right and in how the others fail. Together, their findings constitute a toolkit for designing something rare indeed: a program that won't do you wrong. To begin with, it's important to know exactly what a loyalty program can do. It can keep customers from defecting, induce them to consolidate certain purchases with one seller (in other words, win a greater share of wallet), prompt customers to make additional purchases, yield insight into their behavior and preferences, and turn a profit. A program can meet these objectives in several ways--for instance, by offering rewards (points, say, or frequent-flier miles) divisible enough to provide many redemption opportunities but not so divisible that they fail to lock in customers. Companies striving to generate customer loyalty should avoid five common mistakes: Don't create a new commodity, which can result in price wars and other tit-for-tat competitive moves; don't cater to the disloyal by making rewards easy for just anyone to reap; don't reward purchasing volume over profitability; don't give away the store; and, finally, don't promise what can't be delivered. Subjects: NO SUBJECTS(KEYWORDS) Length: 12p List Price: $6.50 Year New: 2006 86108 Title: Your Own Brand of Advertising for Nonconsumer Products Author(s): Kahn HL Publication Date: 01/01/1986 Product Type: Harvard Business Review Article Abstract: Managers of small and medium-sized companies or divisions that make complex nonconsumer products are often uncomfortable with the responsibility of advertising them. These are products like scientific instruments and computers that require an effort to understand and special knowledge to advertise. In working with an ad agency, the manufacturer's management must specify what it wants for advertising and decide for itself what the general theme of an ad campaign is to be. Whether long or short, the text for the ads must be clear and comprehensible, filled with facts, interesting but not cute, and written from the user's viewpoint. Industry Setting: Advertising industry Subjects: Advertising; Advertising campaigns; Industrial markets; Small business Length: 3p 801210 Title: Z Corp. Author(s): Lassiter, Joseph B., III; Lieb, Matthew C. Publication Date: 10/02/2000 Revision Date: 04/13/2005 Product Type: Case (Field) Abstract: Tom Clay, president of Z Corp., and founder/CEO Marina Hatsopolous must decide between using a direct sales force or using a valueadded reseller to begin selling the company's new 3-D printing prototype manufacturing system. Geographic Setting: Massachusetts Industry Setting: CAD CAM Number of Employees: 20 Gross Revenues: $500,000 revenues Subjects: Business marketing; Distribution channels; Product development; Product introduction Length: 20p 503050 Title: ZARA Author(s): Arnold, David J.; d'Andrea, Guillermo Publication Date: 03/12/2003 Product Type: Color Case Abstract: Fashion retailer ZARA has achieved spectacular growth via a distinctive design-on-demand operating model. This case describes this model and outlines a number of challenges facing the company, with a particular emphasis on its international expansion. Includes color exhibits. Geographic Setting: Spain; Global Industry Setting: Retail industry Number of Employees: 24,000 Gross Revenues: $2.4 billion revenues Subjects: Clothing; Expansion; International marketing; Models; Retailing; Vertical integration Length: 26p Supplementary Materials: Teaching Note, (504066), 17p, by David J. Arnold, Guillermo d'Andrea 599056 Title: The ZMET Research Process Author(s): Zaltman, Gerald Publication Date: 09/28/1998 Product Type: Note Abstract: The steps in the ZMET interview are listed and defined as well as information on using the data. May be used with: (899058) Boston Beer Co.: Light Beer Decision; (500083) The Dimensions of Brand Equity for Nestle Crunch Bar, A Research Case. Subjects: Consumer behavior;
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Consumer marketing; Market research; Marketing strategy Length: 4p Year New: 2005 UV0895 Title: ZS Associates: Sales Force Sizing Author(s): Spekman, Robert E.; Kumar, Sameer; Kalla, Arya Publication Date: 08/29/2007 Product Type: Case (Field) Abstract: This case describes a consulting firm that is assisting a pharmaceutical company as it faces a strategic question regarding how to determine the size of its sales force. An Excel file containing two of the case exhibits is included and is available by contacting sales@dardenbusinesspublishing.com. A related Technical Note entitled "A Note on Sizing the Sales Force" (UVA-M0746) is available that describes several approaches one could employ to size a sales force; it addresses the advantages of each approach as well as the weaknesses. May be used with: (UV0744) A Note on Sizing the Sales Force. Geographic Setting: United States Industry Setting: Pharmaceutical industry Event Year Start: 2006 Event Year End: 2006 Subjects: NO SUBJECTS(KEYWORDS) Length: 7p Supplementary Materials: Supplement (Spreadsheet), (UV0917), 0p, by Robert E. Spekman, Sameer Kumar, Arya Kalla UV0917 Title: ZS Associates: Sales Force Sizing, Spreadsheet Supplement Author(s): Spekman, Robert E.; Kumar, Sameer; Kalla, Arya Publication Date: 08/29/2007 Product Type: Supplement (Spreadsheet) Abstract: An abstract is not available for this product. Must be used with: (UV0895) ZS Associates: Sales Force Sizing. Subjects: NO SUBJECTS(KEYWORDS) Length: 0p 576092 Title: Zenith Radio Corp.: Videodisc Author(s): Ward, Scott; Popper ET Publication Date: 11/01/1975 Revision Date: 04/01/1978 Product Type: Case (Field) Abstract: Centers around choice of different technological alternatives for a new product. Students must determine consumer reaction (and competitive
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reaction) to the alternatives and then prepare a company strategy. Geographic Setting: Chicago, IL Industry Setting: Electronics industry Company Size: Fortune 500 Gross Revenues: $1 billion sales Subjects: Consumer behavior; Entertainment industry; Marketing strategy; Product introduction; Technological change Length: 32p Supplementary Materials: Teaching Note, (579051), 7p, by Scott Ward 503S12 Title: Zenith: Marketing Research for High Definition Television (HDTV), Spanish Version Author(s): Sultan, Fareena Publication Date: 10/17/1990 Revision Date: 07/24/1991 Product Type: LACC Case Abstract: Managers at Zenith must decide what marketing research, if any, needs to be done now in order to assess market potential and consumer preference for a technological innovation, high definition television (HDTV) that is yet to be introduced. The case describes various marketing research options available to Zenith in August 1990. In particular managers have to decide whether to conduct a study to examine consumer preferences for the wider screen format of HDTV. They also need to forecast HDTV demand from 1992-2000 under pessimistic, most likely and optimistic scenarios that have to be defined. Can be used to expose students in an introductory marketing management course to various marketing research methods available to assess consumer preferences for new products and innovations. In particular it exposes students to conjoint analysis' methodology. Also allows students an opportunity to assess the situation facing Zenith and explore forecasting marketing potential via scenario analysis. Geographic Setting: United States Industry Setting: Television Company Size: Fortune 500 Subjects: Forecasting; High technology products; Innovation; Market research; Product introduction Length: 25p 591025 Title: Zenith: Marketing Research for High Definition Television (HDTV) Author(s): Sultan, Fareena Publication Date: 10/17/1990 Revision Date: 07/24/1991 Product Type: Case (Field) Abstract: Managers at Zenith must decide what marketing research, if any, needs to be done now in order to assess market potential and consumer preference for a technological innovation, high definition television (HDTV) that is yet to be introduced. The case describes various marketing research options available to Zenith in August 1990. In particular managers have to decide whether to conduct a study to examine consumer preferences for the wider screen format of HDTV. They also need to forecast HDTV demand from 1992-2000 under pessimistic, most likely and optimistic scenarios that have to be defined. Can be used to expose students in an introductory marketing management course to various marketing research methods available to assess consumer preferences for new products and innovations. In particular it exposes students to conjoint analysis' methodology. Also allows students an opportunity to assess the situation facing Zenith and explore forecasting marketing potential via scenario analysis. Geographic Setting: United States Industry Setting: Television Company Size: Fortune 500 Subjects: Forecasting; High technology products; Innovation; Market research; Product introduction Length: 22p Supplementary Materials: Teaching Note, (591109), 21p, by Fareena Sultan C9909D Title: Zeroing in on What Customers Really Want Author(s): Smith, Douglas Publication Date: 09/01/1999 Product Type: Harvard Management Communication Letter Article Abstract: Recent research on human motivation--self-determination theory-can be applied to sales presentations and the decision to purchase. Selfdetermination theory focuses on intrinsic motivation, which requires that three psychological needs must be met for a person to be intrinsically motivated to act: competence, autonomy, and relatedness. This article shows you how to meet these needs when making sales presentations. Includes a box entitled "What do you do when the curtain goes up?" which provides a five-point exercise for being comfortable in front of your audience. Subjects: Consumer behavior; Consumer marketing; Sales strategy Length: 2p List Price: $4.50 M287 Title: Zeus Electronics Author(s): Bagley, Constance E.; Bacher, Gary E. Publication Date: 08/01/1996
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Revision Date: 10/01/1997 Product Type: Case (Gen Exp) Publisher: Stanford University Abstract: Explores a variety of legal issues raised by a proposed marketing plan for the sale of personal digital assistants in the United States, Europe, and Japan by a fictitious U.K. company, Zeus Electronics, PLC, with sales of L12 billion. Antitrust and competition law issues include horizontal price fixing and market division, monopolization, tying arrangements, resale price maintenance, and vertical nonprice restraints. Other issues include product liability, enforceability of license terms in an unsigned "shrink-wrap" agreement, and restrictions on promotional practices. Geographic Setting: London Industry Setting: Electronics industry Gross Revenues: $27 billion revenues Subjects: Antitrust laws; Computer industry; Electronics; International marketing; Legal aspects of business; Marketing strategy; Product liability Length: 7p Supplementary Materials: Teaching Note, (M287T), 36p, by Constance E. Bagley, Gary E. Bacher 584120 Title: Ziptronics, Inc. Author(s): Cady, John F.; Glover, Katherine Publication Date: 04/09/1984 Product Type: Case (Gen Exp) Abstract: Focuses on how to deal with the suspected theft of proprietary information by an employee of a small computer components manufacturer. Outlines the protection provided by law regarding patents, copyright, and trade secrets. It should be used with Note on Protecting Trade Secrets. Geographic Setting: United States Industry Setting: Electronic components Company Size: small Gross Revenues: $6 million sales Subjects: Computer industry; Legal aspects of business; Patents; Technology Length: 15p 506S22 Title: Zucamor S.A.: Global Competition in Argentina, Spanish Version Author(s): Rangan, V. Kasturi Publication Date: 06/03/1999 Product Type: LACC Case Abstract: Describes the evolution of Zucamor and its business strategy, particularly after the opening of the Argentine economy in 1992 and 1993. Traces the action that led to its association with U.S. paper giant Union Camp. Poses some of the critical challenges faced by the company's new
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management. Geographic Setting: Argentina Industry Setting: Paper industry Gross Revenues: $60 million revenues Subjects: NO SUBJECTS(KEYWORDS) Length: 25p Year New: 2007 599096 Title: Zucamor S.A.: Global Competition in Argentina Author(s): Rangan, V. Kasturi Publication Date: 06/03/1999 Revision Date: 04/23/2003 Product Type: Case (Field) Abstract: Describes the evolution of Zucamor and its business strategy, particularly after the opening of the Argentine economy in 1992 and 1993. Traces the action that led to its association with U.S. paper giant Union Camp. Poses some of the critical challenges faced by the company's new management. Geographic Setting: Argentina Industry Setting: Paper industry Gross Revenues: $60 million revenues Subjects: Alliances; Globalization; International marketing; South America; Strategic market planning Length: 23p Supplementary Materials: Teaching Note, (502049), 9p, by V. Kasturi Rangan C0005F Title: Zyman on Marketing Author(s): Zyman, Sergio; Bierck, Richard Publication Date: 05/01/2000 Product Type: Harvard Management Communication Letter Article Abstract: Sergio Zyman, former chief marketing officer at the Coca-Cola Co. and author of the recent book The End of Marketing as We Know It, offers some advice on product positioning and consumer research. Subjects: Communication; Interviews; Marketing strategy Length: 2p List Price: $4.50 501014 Title: beenz.com: Building "The Web's Currency" Into a Global Business Author(s): Arnold, David J. Publication Date: 11/02/2000 Product Type: Case (Field) Abstract: Beenz.com, an incentivebased Web currency and customer management tool, is reassessing its business in August 2000, one year after launch. The original vision was to make the currency globally available and recognized. However, the company's rapid internationalization and growth have presented a number of pressures that challenge that vision. Geographic Setting: Global Industry Setting: Internet & online services industries Company Size: start-up Number of Employees: 200 Gross Revenues: $15 million revenues Subjects: Entrepreneurial management; Globalization; International marketing; Internet Length: 25p 9296 Title: eBrands: Building an Internet Business at Breakneck Speed (Hardcover) Author(s): Carpenter, Phil Publication Date: 04/18/2000 Product Type: HBS Press Book Abstract: While scores of books have promoted various Internet marketing tactics and Web site design rules, none has provided the necessary strategic context in which true eBrand builders make names for themselves. Through thoughtful analysis of the overall marketing strategies of six Web innovators--Yahoo!, CDNow, iVillage, Onsale, Barnesandnoble.com, and Fogdog Sports--veteran Silicon Valley marketing executive Phil Carpenter takes a hard look at how companies develop powerful Internet brands. Carpenter takes readers backstage in his in-depth interviews with more than forty company executives and industry experts. Recounting the successes, failures, and fears of eBrand pioneers, the author assesses the opportunities and vulnerabilities of his case study companies compared to those of their on- and offline competitors. His analysis shows how several "pure play" Internet ventures have established brand awareness and credibility, how an offline leader has boldly asserted itself in this new medium, and how a start-up has battled to distinguish its brand among the many deeper-pocketed players. For anyone with a stake in ebusiness--from CEOs to entrepreneurs, from marketers to customer service and PR specialists, and from venture capitalists to financial analysts--eBrands will prove an essential guide to creating truly durable brands. Subjects: Brand equity; Brand management; Brands; Consumer marketing; Electronic commerce; High technology; Internet; Marketing implementation; Marketing management; Marketing mixes; Marketing planning; Marketing strategy; New economy; Strategic market planning Length: 320p List Price: $25.95
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302021 Title: ePhysician Author(s): Herzlinger, Regina E.; Clouse, Grady; Koundinya, Gayathri Publication Date: 09/21/2001 Revision Date: 04/21/2005 Product Type: Case (Field) Abstract: Dr. Stuart Weisman, CEO of ePhysician, creator of a hand-held device for entering prescriptions and capturing changes, wonders whether his marketing strategy is appropriate. Although everyone agrees that the product is excellent, the sales results are meager to date. Geographic Setting: Mountain View, CA Industry Setting: Health care industry; Managed care; Pharmaceutical industry Company Size: start-up Number of Employees: 64 Subjects: Entrepreneurship; Health care; Information technology; Marketing strategy; Pharmaceuticals; Software Length: 18p NEW 509015 Title: elBulli: The Taste of Innovation Author(s): Villanueva, Julian; Norton, Michael; Wathieu, Luc Publication Date: 07/30/2008 Revision Date: 03/02/2009 Product Type: Case (Field) Abstract: Ferran Adria, chef at elBulli, the highest-ranked restaurant in the world for two consecutive years, faces two related decisions. First, Adria and his team must continue to develop new and different dishes for the groundbreaking cuisine at elBulli to guarantee a continuous stream of innovation, the cornerstone of the restaurant's success. In addition, they are also faced with the challenge of growing the business, exploring whether the core concepts from elBulli--this "taste of innovation"-can be applied to domains ranging from consulting to fast food. The case walks readers through an evening at elBulli, by using the rave reviews of former patrons to capture the full experience, from the long trip required to get to the restaurant, to the tour, to descriptions of the meal itself. Geographic Setting: Spain Industry Setting: Restaurant industry Number of Employees: 60 Event Year Start: 2007 Event Year End: 2007 Subjects: NO SUBJECTS(KEYWORDS) Length: 21p 509S01 Title: elBulli: The Taste of Innovation Author(s): Villanueva, Julian; Norton, Michael; Wathieu, Luc
Marketing
Publication Date: 07/30/2008 Revision Date: 08/11/2008 Product Type: LACC Case Abstract: Ferran Adria, chef at elBulli, the highest-ranked restaurant in the world for two consecutive years, faces two related decisions. First, Adria and his team must continue to develop new and different dishes for the groundbreaking cuisine at elBulli to guarantee a continuous stream of innovation, the cornerstone of the restaurant's success. In addition, they are also faced with the challenge of growing the business, exploring whether the core concepts from elBulli--this "taste of innovation"-can be applied to domains ranging from consulting to fast food. The case walks readers through an evening at elBulli, by using the rave reviews of former patrons to capture the full experience, from the long trip required to get to the restaurant, to the tour, to descriptions of the meal itself. Geographic Setting: Spain Industry Setting: Restaurant industry Number of Employees: 60 Event Year Start: 2007 Event Year End: 2007 Subjects: NO SUBJECTS(KEYWORDS) Length: 20p HKU128 Title: iTV: Marketing Interactive Services Author(s): Farhoomand, Ali F.; Chang, Eva Publication Date: 01/01/2000 Product Type: Case (Field) Publisher: University of Hong Kong Abstract: The former Cable & Wireless Hongkong Telecom (HKT) launched the world's first commercial interactive television (iTV) service with a fanfare in March 1998. Nevertheless, its performance in the first two years of operations had not lived up to the company's expectations. Many still saw it as a traditional pay television service instead of a multimedia interactive service. Meanwhile, the company began to shift the focus to its broadband Internet service. In August 2000, HKT was taken over by Pacific Century Cyberworks (PCCW). The main focus of PCCW was the Network of the World (NOW) project, a convergence service of telecommunications, computing, and television technologies independent of the distribution platform. This case describes the marketing efforts made by HKT in the first two years of iTV's operation. It examines how, if possible, iTV could fit into the newly merged company, and outlines the initial marketing strategy of NOW, a new digital convergence service. Geographic Setting: Hong Kong Industry Setting: Television Subjects: Asia; Marketing strategy; Telecommunications Length: 22p Supplementary Materials: Teaching Note, (HKU129), 6p, by Ali F. Farhoomand, Eva Chang 500092 Title: yesmail.com Author(s): Wathieu, Luc Publication Date: 03/22/2000 Revision Date: 09/05/2000 Product Type: Case (Field) Abstract: David Tolmie wants yesmail.com to become a leader in "permission marketing." Yesmail sends clients promotional e-mail messages to targeted consumers who said "yes" when asked whether they wished to receive promotional offers in a set of categories of interest. Tolmie sets out to build a large membership base quickly, so as to be able to convince major clients to work with him. Two approaches are considered: build the brand through banner ads and mass media and develop a proprietary list of motivated consumers; or build a network of partner Web sites and have them outsource their permission marketing to yesmail.com. The second solution would imply sharing 50% of revenues with the partners, which conflicts with Tolmie's revenue growth objective. Additional issues include how to raise the value proposition to members, and how to price the services of yesmail.com. Geographic Setting: Chicago, IL Industry Setting: Advertising industry; Internet & online services industries Number of Employees: 71 Gross Revenues: $4.6 million revenues Subjects: Advertising; Direct marketing; Electronic commerce; Entrepreneurship Length: 15p Supplementary Materials: Teaching Note, (501028), 12p, by Luc Wathieu 502S34 Title: yesmail.com, Spanish Version Author(s): Wathieu, Luc Publication Date: 03/22/2000 Revision Date: 09/05/2000 Product Type: LACC Case Abstract: David Tolmie wants yesmail.com to become a leader in "permission marketing." Yesmail sends clients' promotional email messages to targeted consumers who said "yes" when asked whether they wished to receive promotional offers in a set of categories of interest. Tolmie sets out to build a large membership base quickly, so as to be able to convince major clients to work with him. Two
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approaches are considered: build the brand through banner ads and mass media and develop a proprietary list of motivated consumers; or build a network of partner web sites and have them outsource their permission marketing to yesmail.com. The second solution would imply sharing 50% of revenues with the partners, which conflicts with Tolmie's revenue growth objective. Additional issues include how to raise the value proposition to members, and how to price the services of yesmail.com. Geographic Setting: Chicago, IL Industry Setting: Advertising industry; Internet & online services industries Number of Employees: 71 Gross Revenues: $4.6 million revenues Subjects: Advertising; Direct marketing; Electronic commerce; Entrepreneurship Length: 16p
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